Recent Trends in Advertising

RECENT TRENDS IN ADVERTISING 2010 - 11
R T Aecent rends in dvertising:
SA U ee round
By Mohit Jain Page 1

World around us keeps changing all the time, so what we need to do is to open
our eyes to see and seen by Buyers.
“Why buyers?” this is the question which is in your mind right
now isn’t it I m right.
Yes is the answer to your question because we are commodity and
we sell ourselves every time in our lifetime.
Now “how” is in your mind; answer to “how” is “think and look
around you.”

‘This short book is complied data from various sources and it is solely to enlighten
knowledge of our friends on various ways media (old and new) change topography of
Advertising.’
‘I hope shared finding will be proved helpful to readers’
By Mohit Jain

Chapter: 1
Introduction:-
In the introductory chapter, a brief history of advertising as well as its role in marketing is discussed. Advertising is
indispensible in a free market economy. One can ignore it only at his/her own peril. But it also has to be responsible.
Consumers are alert and assertive. Persuading them to act is a huge challenge. Day in and day out, creative people in
advertising agencies are working on to make effective advertising beneficial to both the marketers and consumers.
♫ History of advertising:
Since the oldest known billboard ad, posted in the ancient Egyptian city of Thebes over 3,000 years ago, advertising
has continued to change with its environment. It is a creative fluid notion, not a static state, and to survive, will always
need to remain so. Advertising is affected by many things, including the political and economic climate, cultural and
social factors, audience awareness and marketing techniques. It is also affected by the advent of new media. New
media changes not only the medium advertising is produced on, but the audience demographics. As technology
advances, people’s media consumption alters. As this occurs advertisers must adapt to the changes in audience
demographics and continue to seek new ways of effectively reaching their target markets. Along with this, audiences
can become immune to the same kind of advertising within old media, and as such advertisers must try to find new
strategies to reproduce such interest and attention.

With media today, and hence advertising it is increasingly all about the niche market. In many ways the notion of
‘mass produced content’ is somewhat obsolete, and is still becoming more so. Audience surveying and feedback
suggests that they are no longer satisfied with being fed mass produced media that is in some way of general interest
to a wide array of people. For example when magazines and radio were first introduced, they were aimed at the
masses. Improvements in printing production techniques and radio and television broadcasting meant that huge
demographic audiences could be reached simultaneously. This was great for a while, and fantastic for advertisers,
until audience segments began to complain that the content didn’t appeal to them. Stating that they were not like
every-one else, they didn’t want to continually consume media that was aimed at the population as a whole, as it didn’t
match their interests or lifestyles. Niche market media can have a much higher level of integrity. When a media maker
is trying to appeal to a mass audience, integrity is compromised, as they are trying to include topics and themes that
have mass appeal. In this light it is harder to be anything more than fairly general, and nearly impossible to touch on
anything worthwhile in depth. Mass media ‘skims’ the surface of themes, touching on a bit of almost everything so as
to increase the chances of appealing to the widest possible market at all times. At the beginnings of television and
radio broadcasting, when these medium were new technologies, this was fine, but the older these technologies become,
there more audiences are changing. They no longer want to be told what to watch, read or listen, and when, but would
prefer to choose the time and the topic to suit their interests and lifestyles. They are aware of advertising manipulation
techniques and are wary of any advertising that makes them feel like they are being ‘led.’ Aiming media at a niche
segment may not mean enormous audience numbers, but it will certainly bring about an interested and loyal
following. When an issue is able to be explored in great depths and detail on large scale it means the media can be
presented in a richer and more rounded format. Since the magazine market has turned niche, and an abundance of
radio stations and television options (cable) have expanded, consumers have the opportunity to pick and choose the
media that they feel strikes a cord with them.

► Roles of advertising:-
Advertising is a method of delivering a message from a sponsor, through an impersonal medium, to many people. The
word advertising comes from the Latin word ad vertere, meaning ‘to turn the mind toward’. The role of advertising are
many: it I designed to disposed a person to buy a product, to support a cause, or even to encourage less consumption
(Demarketing); it may be used to elect a candidate, raise money for charity, or publicise union or management
position in a strike (advertorials). Most advertising, however, is for the marketing of goods and services.
Regardless of its specific purpose, however, all advertising has two common threads: a marketing foundation and
persuasive communication. It lies at the juncture where culture and economy interact. The major environment that
influences advertising is the economy, demography, culture, the political and legal system (Belch and Belch. 1990). If
advertising were a human being, then, creativity would be the heart and technology its mind. One cannot do without
the other. The stronger the two of them, the healthier the body. According to Al Ries, the three most important
rules of advertising are novelty, gimmickry and creativity.
Advertising functions within a marketing framework. It is the showcase of marketing strategy. Advertising, while
primarily concerned with communication, depends on sound management decisions in the other three areas of the
marketing mix i.e., product, price and distribution for its success. An inferior product, an overpriced product, or a
product with inadequate distribution will make even the finest advertising campaign a failure. Marketing
communication consists of four functions.
1. Personal selling: Personal selling is face-to-face communication with one or more persons with the intent of making an
immediate sale or developing long-term relationships that will result in eventual sales.

2. Sales promotion: Sales promotion deals with short-term incentives, other than advertising, to encourage sales. Most
sales promotion techniques are designed to promote sales by providing buyers with immediate rewards.
3. Public relations: Public relation seeks to communicate with various internal and external publics to create a favourable
image for a corporation or for a product. It differs from advertising in that it is not identified with sponsors nor is it
paid for by the communicator. A press release issued by a company to the media is perhaps the most familiar example
of public relations.
4. Advertising: Advertising is a message paid for by an identified sponsor and delivered through some medium of mass
communication. It is not neutral; it is not unbiased; it says, “I am going to try to sell you a product or an idea.” In
many respects, it is the most honest and frank type of propaganda.
One of the primary jobs of the marketing manager is to assess the role that advertising should play in the marketing
communication mix. This assessment would include an evaluation of marketing goals and strategies, identification of
prime prospects, product characteristics, and the budget available for communication.
► Types of advertising:-
1: Commercial advertising
Paying people to hold signs is one of the oldest forms of advertising, as with this Human directional pictured above.

A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular mediums for advertisers.
A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Commercial advertising media can be indoor as well as outdoor advertising which include wall paintings, billboards,
sandwich brands, balloon writing, neon sign, street furniture components, printed flyers and rack cards, radio,
cinema and television ads, web banners, mobile telephone screens, shopping carts, web popup, skywriting, bus stop
benches, human directional, magazines, newspapers, town criers, sides of buses or airplanes ("logojets"), in-flight
advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens,
musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in
supermarkets, shopping cart handles, the opening section of streaming audio and video, posters, and the backs of
event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a
medium is advertising.
Another way to measure advertising effectiveness is known as ad tracking. This advertising research methodology
measures shifts in target market perceptions about the brand and product or service. These shifts in perception are
plotted against the consumers’ levels of exposure to the company’s advertisements and promotions. The purpose of Ad

Tracking is generally to provide a measure of the combined effect of the media weight or spending level, the
effectiveness of the media buy or targeting, and the quality of the advertising executions or creative. Ad Tracking
Article
2: Covert advertising
Covert advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the
main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's
character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved
with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will
Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I,
Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the
front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many
scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, Vaio, BMW and
Aston-Martin cars are featured in recent James Bond films, most notably Casino Royale. Similarly in Bollywood
movies like Krish where hritik roshan promoting FMCG products like Bornvita, Parle G, etc., Race, Love 2050, etc.
3: Television commercials
The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the
high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football
game in the United States is known as the most prominent advertising event on television. The average cost of a single
thirty-second TV spot during this game has reached $2.7 million (as of 2007). Here in India its IPL which is Indian
version of twenty-twenty cricket, it’s a very hot event for advertiser as it is attracting huge crowd in stadiums as well as
in front of television sets and its TRP is more than usual TV serials.

The majorities of television commercials feature a song or jingle that listeners soon relate to the product. See Music in
advertising.
Virtual advertisements may be inserted into regular television programming through computer graphics. It is
typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote
broadcast audience. More controversially, virtual billboards may be inserted into the background where none existing
in real-life. Virtual product placement is also possible.
4: Infomercials
There are two types of infomercials, described as long form and short form. Long form infomercials have a time length
of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct
response television (DRTV) commercials.
The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and
then immediately buys the product through the advertised toll-free telephone number or website. Infomercials
describe, display, and often demonstrate products and their features, and commonly have testimonials from
consumers and industry professionals.
Some well known companies in the infomercial business are Script to Screen, Hawthorne Direct, International
Shopping Network and Guthy-Renker.
5: Newer media and advertising approaches
Increasingly, other media are overtaking television because of a shift towards consumer's usage of the internet as well
as devices such as TiVo.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent
on the "relevance" of the surrounding web content and the traffic that the website receives.
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam".
Some companies have proposed to place messages or corporate logos on the side of booster rockets and the
International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and
the pervasiveness of mass messages (see propaganda).
Unpaid advertising (also called word of mouth advertising), can provide good exposure at minimal cost. Personal
recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a
common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover"
= vacuum cleaner, and "Band-Aid" = adhesive bandage) — these are the pinnacles of any advertising campaign.
However, some companies oppose the use of their brand name to label an object. Equating a brand with a common
noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its
legal protection as a trademark is lost.
As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile
phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in
2000. By 2007 the value of mobile advertising had reached 2.2 billion dollars and providers such as Admob delivered
billions of mobile ads.
More advanced mobile ads include banner ads, coupons, MMS picture and video messages, advergames and various
engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need

to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web
content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.
A new form of advertising that is growing rapidly is Social network advertising. It is Online Advertising with a focus
on social networking sites. This is a relatively immature market, but it has shown a lot of promises as advertisers are
able to take advantage of the demographic information the user has provided to the social networking site.
From time to time, The CW airs short programming breaks called "Content Wraps," to advertise one company's
product during an entire commercial break. The CW pioneered "content wraps" and some products featured were
Herbal Essences, Crest, Guitar Hero 2, Cover Girl, and recently Toyota.

CHAPTER: 2
► Exploring the effect of new media on recent advertising trends:-
In order to fully investigate the media that fall under our category of 'new', it was necessary to begin with a definition
and explanation of the new media being used by and effecting the advertising industry. The title 'new' is here defined
negatively, essentially defining new media as being opposed to old or traditional forms:
TV
Radio
Print
Outdoor (also called 'out of home' or OOH).
Currently, the 'new' media forms include:
Mobile phones - SMS, MMS, and Mobile Internet.
IPTV (internet protocol television, such as JOOST and MTNL IPTV), although it is still in its infancy as far as
advertisers are concerned, it is more like something to watch out for.
Computer Games, although, as discussed in NMK the industry is still conducting extensive research into the
effectiveness of this medium. However, with the impending releases of walled in entertainment channels such as PS3,
these areas are likely to become more and more desirable as gaming becomes more community based.
Internet or on line material including: websites or campaign microsites, banner ads, pop-ups or pop-behinds
which leave an ad behind your windows, spam email, email promotions, sponsored links (like Google ads), and videos
distributed on line virally via community media such as YouTube and MySpace, or through email.

Methods and Motivations:
It’s difficult to know where to start, maybe with a broad idea of why new media is being used by advertisers. Time and
usage are significant factors, but also interactivity, community, tracking, targeting, and establishing relationships on
engagement and interest over interruption. Firstly and most obviously, online media advertising has increased due to
the increased amount of time people spend on line. Especially in younger demographics, the internet is the most
frequently used media access point, outstripping TV and radio. New media also allows for more direct and specific
targeting of ads to demographics. So whilst TV and radio ads have a very broad audience, only a small percentage of
that audience will be part of the target audience for the specific product or brand ad with online advertising, ads can
be very specifically targeted. For example, a user on cars.com may put in their requirements for a car based on budget,
and different car brands will advertise on pages depending on what your budget is. Mercedes won't advertise to
someone with a 10 000 dollar budget, therefore their advertising money (adspend) won't be wasted on an audience
who doesn't care.
New media have forced Advertising models to change from what is called 'interruptive marketing', which includes
radio and TV ads that interrupt your programs, print ads that interrupt your reading etc, and prompted a move
towards what is called 'engagement marketing'. Engagement marketing is designed to promote interactivity and
dialogue between brands and audience, is much more geared towards customer satisfaction, and uses media that
correlate with specific demographics’ behavioral patterns. Obviously the internet has allowed this by being an
interactive area which allows for gaming, chat, emails etc, yet marketing is extremely interested in the trend of the
internet towards creating communities, and establishing positive relationships between customer and brand. Chris
Ward, commercial director of Microsoft Digital Advertising Solutions wrote in an article for New Media Age that
"Microsoft recently conducted research around social networker behavior and recommendation, and the results
proved that if a marketer uses behavioral targeting for its campaign, it'll experience over 50% uplift".

Succinctly put, people don't mind advertising, but they hate useless, irrelevant, or intrusive advertising. Advertising
which is relevant to us, or has entertainment value, people generally don't mind and can actually find quite useful and
even enjoyable. On traditional media forms, all advertising was intrusive, and was only sometimes useful or relevant.
With new media or 'addressable' advertising, we can be much more specifically targeted and brands are working
much harder to be engaging and to make customers spend time with their products and brands.
Nowadays advertising is also much more avoidable for customers, with TiVo on your TV, or with downloading of TV
shows, and reading newspapers online. So brands are realizing that now advertising cannot be forced upon us
unavoidably, they actually have to work very hard to make customers choose to watch and interact with their
advertising.
As a basic example, take Google ads. You type something into the search engine and you get your websites that fit the
description, then on the side you also get a list of sponsored websites or products that match your search description.
So advertisers know that the only people seeing their ads are people who have expressed an interest in their product
area. And even then, under the current model of pay-per-click, advertisers only pay for the ad based on how many
people clicked on the link. So if you advertise and no one looks at your website, you don't pay for wasted advertising
space. Also, briefly, the system will eventually become more favourable to advertisers under a pay-per-sale system,
when advertisers only have to pay when a user makes an online purchase after having clicked on the sponsored link or
banner ad.
However, due to the vast amount of content present on the internet, brands' websites or entertaining ads still may
never get seen or used. What most campaigns are doing now is cross platform or integration marketing, which uses a
more traditional form of media (TV, radio, print) to direct interested parties to an online location where they can

spend time engaging with the brand. Once customers are online and are interacting, brands often try to utilise the
internet's community building properties to inspire sharing and distribution of the online content.
Case study - Cross Platform Marketing for Nike Id:
A great example of integrated and successful engagement marketing is the Nike iD campaign in the US. They
launched an interactive website where you can design your own Nike products online, and then buy them over the
website on your credit card and they were shipped to you. Nike ran TV and print ads which were entertaining in their
own right while directing customers to the Nike iD website, but also created a 23 storey video billboard in times square
where customers could call a phone number advertised on screen, which would enable them to design a pair of custom
Nike shoes as I did on their mobile phone and it would be shown live in times square. A SMS was then sent to the
phone to organize either a purchase or to share your design with friends via email or mms. The campaign prompted
huge buzz and word-of-mouth success, including many articles in major US newspapers, but also the relationship
customers established with the brand would have been time rich and positive, creating a value based relationship
which would allow Nike further access to the customer, provided the quality of the content was maintained.
The success of the campaign was such that Converse (a subsidiary of the Nike Corporation) introduced a design your
own Chuck Taylor site.

Quality of content is key to success of new advertising model. Without good content, brands ads aren't credible for
customers, and they will not have a positive experience with the brand. This means they will not engage, interact, or
share any of the ad's content.
Benefits:
As described, new media offers a wide range of benefits for brands, it allows more direct targeting of products to
customers with more in depth profiling, it allows for positive interactions and time to engage and share content from
a brand, it allows for permission based marketing where customers subscribe to relevant products and brands who
update them with product news, information, or more quality content. For customers, the benefits of the above are
demonstrated in not having to deal with irrelevant advertising, customers can interact and enjoy quality content
produced by brands; customers can share content and have quality content recommended to them by reliable sources
(friends and family) that are likely to have similar interests or more intimately know your tastes/behaviors.
Drawbacks:
Getting online campaigns noticed in such a massive amount of content and information can be difficult; establishing
successful campaigns (especially viral) is extremely inexact and can waste massive amounts of money for brands.
Tracking the relationship between successful online campaigns and sales is largely indicative and, unless correlating
with purchases online, are extremely difficult to track. Increased saturation - as more and more brands create online
areas, customers can become bored more easily and require innovative new sites to grab attention again.
Technology is also still developing, and uptake of new products such as mobile phones with full internet access is still
quite restrictive for brands keen to use cutting edge techniques. As discussed in Mobile 2.0, the future of mobile
technology is in full internet access on mobiles, rather than WAP or iMode. The movement is inevitable, Paul Walsh

writes, as infrastructure for mobile phones is less expensive than for land lines, and mobile hand devices are cheaper
than personal computers.
Conclusion:
There is absolutely no doubt advertising is moving online, in an interview discussing the increase of online advertising
spending, a senior account manager said that in the last 2 and half years the number of people working for the online
department for this particular ad agency (Clemenger BBDO) in the Melbourne office increased from 5 to 40 people, a
massive 800% rise in staff. As in all areas of the media, different countries and corporations are at vastly different
points in coming to terms with the use of online media for advertising, and ad and media agencies are still working
out methods and models for advertising to an audience with more choice than ever before. Looking at brands that
have always been the ones to watch for advertising innovations, (Coke, Nike, and Mac) you can glimpse what the
future of advertising will be.
Certainly for now, the new media is forcing brands to realize that investing money in traditional places in traditional
manners isn't working. One of the most significant realizations so far has been that the empowerment new media has
given users in the way of choosing to turn ads off, or get content from advertising free sources, has forced advertisers
to get customer's attention. Most predominantly however, this has not been through use of new media as much as
innovative and dynamic use of old media, infiltrating areas where customers are not expecting ads, and making them
of a high enough content that the customer is interested instead of feeling intruded upon. Examples are extremely
numerous, small things like post-it note ads that are affixed to newspapers, or having a VB boony doll to watch the
cricket with. Plasma screens at supermarkets advertise to you as you walk past, or giving all first class passengers on a
plane a toy Mercedes c class with their meal. Even massive promotions such as Starburst's golden key association with
the Big Brother program, or small quirky experiential campaigns like IKEA's refurbishment of bus and tram stops

into IKEA living room displays Marketallica. New media has forced a more intense focus on making sure relevant
information is placed in the right space for the right people to see it, whether that is through the use of old or new
technology. User choice has prompted movements towards better strategy and content.

CHAPTER: 3
► Recent Trends in Advertising:-
As our media culture converges, our advertising industry is reshaping also. We have seen a huge shift from the
traditional forms of advertising (TV, print and radio) to internet advertising: Web banner ads, Websites, Mobile
Advertisement and Viral advertising. TV advertising is an extremely effective mass media form and will continue to be
for a foreseeable future but internet advertising is becoming increasingly popular to advertisers. With the advent of
home video and pay TV the predominance of mass broadcast television is under threat both as an advertising medium
and as a form of social communication. In Australia, even before the introduction of pay TV, broadcast television
audiences had begun to decline due to the high penetration of home video. In June 1997 pay TV begun accepting
advertising. The amount of competition which this will represent ultimately depends on the rate of take up on pay TV.
It is expected at the moment by advertisers that it will turn out to be a cost effective medium for reaching “niche”
markets.
The Current dimensions of the television advertising industry: Television Advertising, both free-to-air and pay TV is
about one quarter of mass media advertising by expenditure and is the only medium that achieves close to universal
reach. Pay TV advertising is growing fast in Australia. However at the moment pay TV penetration is much higher in
the U.S.A (where it reaches 65% of households) than in other Western countries (where it reaches 20-30%). In
December 2006 Television looked as if it were about to experience its first ever sustained period of market share loss at
the global level. However statistics have improved since then now forecasting that global ad expenditure be only 0.2%
lower in 2009 than 2005. The measurability of the internet as a media makes it easier for advertisers to experience
innovative e-marketing tactics that will prove a better Cost of Acquisition than other media. However, in most

developed countries, internet marketing and advertising spending is around 5% only, while TV, radio, and the print
are more.
Newer forms of advertising are: ~Cinema advertising (commercials preceding movies) ~Internet advertising consisting
of Web banner ads, Websites and Viral advertising (via email) ~Mobile Advertisement (via sms and mms). Internet
advertising is at present small but substantial 1.9% of mass media expenditure. It has had huge recent growth up to
2002 but has had 9 % annual growth at present. 2007 Press release from Zenith Optimedia states that the internet
will grow six times faster than traditional media (television, print, radio) between 2006 -2009 and increase its share of
the ad market from 5.8%- 8.7%.
1) The Foreseeable future:
Apart from the internet, only Digital Cinema and Outdoor advertising are expected to grow faster than the market.
Digital Cinema advertising is growing fast, while outdoor advertising is increasing as more money is invested in better
displays and research.
These facts show that advertisers are eyeing the internet and have decided to invest more in their online products than
the traditional media form of print. Advertising expenditure is still growing in both traditional and new media, except
newspaper expenditure is currently stagnant as readers and advertisers migrate to the internet. The Zenith

Optimedia report showed that the share of total adspend on newspaper advertising is 29.8%, 29.1%, 28.3%, 27.6%
and 27% from the year 2005- 2009 consecutively.
The introduction of digital video recorders (DVR) and personal video recorders (PVR) that allow people to record
television programs onto a hard disk, essentially allow people to skip TV advertisements. This has lead to the
speculation that TV advertisements could be abolished and replaced with advertising within the shows themselves. An
example of a TV show with highly saturated product placement is “Queer Eye for the Straight Guy” where the
characters advertise products by using them during their make-over processes.
Another newer form of TV advertising which is being done more and more is a Banner or Logo Bug where the ad
overlays the bottom of the TV screen, blocking out some of the picture. These are often used for advertising TV shows
on the same channel, for example while the credits roll at the end of one show, a banner ad for another show takes up
to 25% of the screen attracting attention.
For the foreseeable future, an additional 2.0 to 2.5 per cent of all Australian households are likely to continue to sign
up for a subscription television service each year and consequently pay television is likely to become an even bigger
competitor to the free-to-air broadcasters for viewer time and television advertising expenditure.
“Former Harvard Business Review author Snider wrote that Advertising as we know it will become technologically
obsolete. It will never completely disappear, but it will be of decreasing importance in the way that consumers get
information about products.” Think about the early days of media consumption and what advertisements contained,
it was basically an image of a product coupled with text or dialogue about how fantastic the product was and what it
did and how it could be used. Today on the other hand advertising is much more subtle and often clever about
finding its way into the users mind. Instead of explaining what the product does exactly, the advertisement aims to
create curiosity or memory retention and brand recognition. So I suppose that Snider’s comment is true because

instead of advertising informing people, it prompts them to go find out more about it through other sources such as
the internet or discussion between other people or visiting a store.
“Future consumers, Snider concurred, would not have to sort our conflicting assertions made by manufacturers and
merchants, all claiming their products are the best, but will rely on independent sources.”
This quote confirms the idea that consumers are having to source out more information about a product in other
places than just the advertisement. These days’ advertisements act as a “teaser” that compels people to act on their
curiosity. These things include company reputations, personal recommendations and e-mail conversations (electronic
rumours or an amplified word-of-mouth), and less on advertising.
“US marketing savant Regis McKenna agreed, also basing his conclusions on an analysis of the computer industry
(especially Apple and Dell), that advertising was about to whither into insignificance as technology dictates that
companies must turn to constant innovation, intense attention to consumer wishes and full-spectrum marketing to
build an enduring relationship with customers.”
♪ Case Study: I-Vision
The current trend of the advertising is looking for new places to advertise where consumers cannot help but be
confronted with. In this contemporary society people seem to have less time. They are constantly in motion and have
little time to tolerate traditional forms of advertising (TV, radio, print). How PR firms portray themselves via the
internet. I-vision Pharmacy was created in 2004 and specializes in the management and implementation of Pharmacy
based screen media networks. They work to maximize pharmacy sales by improving the effectiveness and efficiency of
target audience communication. I-vision works with Screen Media, a new current trend in advertising that was
developed in order to reach individuals who carryout extremely busy lifestyles. As a result of changing consumer

habits, the advancement in new media technologies, advertising options are also changing. Digital in-store advertising
(screen media) and specific internet based strategies, are two examples, as they both facilitate a more effective
audience connection. Digital or Screen Media is effective as it is a high quality and visually appealing method of
providing text, audio and visual communication with large volumes of consumers. They operate similar to point of
purchase displays as they are in store but are also interactive. This technique is successful as it targets consumers
while they are in the store- which is where they make 7 out of every 10 buying decisions. Another advantage of this
Screen media is being able to communicate personalised messages and promotions through the ads, and they also
provide an improved, more entertaining shopping experience for customers.
Screen media is essentially high tech digital signage within stores. The moving images are effective on consumers
because it is relatively new thing that is novel. Consumers tend to pay more attention as they appear less like
advertisements and more like TV which make the messages more compelling.
Consumers have become exhausted with the constant bombardment of TV, radio, magazine and outdoor
advertisements. These experienced consumers couldn’t care less about commercials, ads, banners and other fancy
wording and imagery that is forced upon them so advertisers need to think of new ways to ignite conversations
between corporations and consumers. Try-verse is a new way of getting consumers to become familiar with a product
by getting them to actually try them out. Its kind of like a new type of product placement in real life that allows
consumers to make up their own mind about the brand through experiencing the product rather than simply being
told through the brands messages.
2) Blogs Advertising:-

In the current advertising and marketing industry, it is understood by many the importance and power that the
internet offers for promotion, branding and low cost real-time connectivity. So of course many professionals seek to
enhance their reputation and credibility by setting up blogs offering advice and insights on their craft. Web blogs are
the new age way of generating word of mouth marketing and successfully increasing brand name and image cheaply.
Traditional means of advertising, such as TV, radio and print are expensive and put a huge dent in a company’s
budget, internet advertising (which includes web blogs) offer a way to circumvent these expenses. The blogosphere is
rich with marketing resources for both small and large businesses.
Blog advertisements are rewarding, flexible and simple to use because:
Friendly. We love gabbing about blogs with advertisers. (Yes, we know that's weird.) We spend our days
explaining blogs, prospecting, untying knots, brainstorming with new advertisers, cross-selling old buyers
to new blogs... if it helps put dollars in blogger pockets, we're on it.
Rewarding. The average blogger makes $30 $50 a month selling Blog ads, with some pulling up to more than
$750 $1500 $5000 monthly. As advertiser appreciation rises, your yield should rise. Blog ads receive 30% of
your ad fee, unlike other networks that charge far more or won't even tell what they take.
Networked. Allying yourself with other quality bloggers increases your revenues. As LA blogger Matt Welch
says, "Network effects will work very well here. The more participating blogs from Los Angeles, the easier it is
for advertisers to make a useful, targeted group buy (and therefore pay me more money!). This also works
for subjects -- media, baseball analysis, DIY music, whatever."
Flexible. You set prices, customize design and write copy to solicit advertising. You alone decide what
appears on your site.

Blog advertising is available in many different forms, including banners and pop ups, opinion posts, etc.
Blog opinion posts create a buzz for your services and there's no faster way to help search engine rankings! A blogger
will review your website and write a review based on what they see. Every post will contain a link back to your website
on anchor text of your choice. This related article with your keywords and a link will bring you targeted traffic and
better search engine rankings.
Blogging sites like Smorty's provides service (opinion posts) which act as communication link between your site and
thousands of blogs. Create an advertising campaign and watch bloggers write unique review articles about your
services. Each blogger will link back to your website using your specific keywords.
Blog advertising made easy to advertise and its results are proven.
Get blogger reviews for your website.
Pay only for the posts you approve
Each article has unique content and links back to you
Thousands of fully indexed top quality blogs
Be noticed in the content thread of blog articles
Blog advertising has become a trend among Indian celebrities like Amir khan , Amitabh Bachchan, a silver screen
actor etc. Through blog they are trying to promote their upcoming movies (Like: Jane Tu Ya Jane Na , Taare Zameen
par, Sarkar Raj, etc.) and themselves, connecting to their fans through out the world and also express their views

regarding social happening in the country like Amir khan involving himself in Narmada river case and recent one is
about Amitabh Bachchan and MNS on being Non Marathi.
Well blogs are not only used by the celebrities but the corporate world is also using the blog advertisement to promote
their brand and their goods and services. The large numbers of common people are the member of this blog
community’s. They also express their view on social issues, movies, life, educational, professional, entertainment, new
movies release and many other issues and aspects. As there are huge numbers of potential customers which are now
recognized by the advertiser and started advertising on this blog sites which is providing the advertisers scope to
target its customers. Reliance has recently launched their site called as Bigadda.com for blogging, chatting and many
other fun things.
Below is a list of websites where marketing blogs can be found:
www.marketingvox.com
www.adrants.com
www.exacttarget.typepad.com/chrisbaggott
www.customerevangelists.typepad.com/blog/
www.ducttapemarketing.com/weblog.php
www.sethgodin.com/sg/blog.html
www.michelemiller.blogs.com/marketingtowomen
www.ypulse.com
3) Transmedia Storytelling:-

“Transmedia storytelling” refers to a new aesthetic that has emerged in response to media convergence that places new
demands on consumers and depends on active participation of knowledge communities. Consumers are now chasing
down the bits of stories across different media channels, comparing notes with one another via online discussion
groups and collaborating to come away with a richer entertainment experience.
4) Expression:-
Expression is the term used to describe the level of activity or response from consumers to advertisements and situates
consumption within a larger social and cultural context. Consumers not only watch media, but also share media with
one another. This might be through wearing a t-shirt that expresses something about a product, posting a message on
a discussion list recommending a product to a friend, or creating a parody of the commercial that circulates on the
internet. Expression is seen as an investment in the brand and not simply an exposure to it.
5) Word-of-mouth marketing:-
Word-of-mouth marketing, which encompasses a variety of subcategories, including buzz, blog, viral, grassroots,
cause, influencer and social media marketing, as well as ambassador programs, work with consumer-generated media
and more, can be highly valued by product marketers. Because of the personal nature of the communications between
individuals, it is believed that product information communicated in this way has an added layer of credibility.
Research points to individuals being more inclined to believe WOMM than more formal forms of promotion methods;
the receiver of word-of-mouth referrals tends to believe that the communicator is speaking honestly and is unlikely to
have an ulterior motive (i.e. they are not receiving an incentive for their referrals).
With the emergence of Web 2.0, many web start-ups like Facebook, YouTube, MySpace, and Digg have used buzz
marketing by merging it with the social networks that they have developed. With the increasing use of the Internet as

a research and communications platform, word of mouth has become an even more powerful and useful resource for
consumers and marketers.
Unsuccessful examples
 Burger King's Subservient Chicken
 McDonald's Lincoln Fry.
Successful examples
 Affinitive's "American Skiing Company"
 "How Quicken Loans Became a Yahoo! Answers Knowledge Partner" program, the company was able to
leverage Yahoo! Answers to field questions that users were asking about home loans.
6) Social Media: Gathering Refined Tastes:-
Barney Loehnis, Asia Pacific Director at Isobar believes that:
 Social networking
 User generated content (UGC)
 Word of mouth

 Video
 Collaborative filtering
 RSS
 Tagging
This had a major impact on the advertising industry in 2007. Loehnis perceives technological advances as changing
social and political developments, and consequently audience activity and behaviour. With web 2.0 making social
media more easily available to the mainstream, creating more niche communities and people immersing them in a
digital personality. Audiences are exposing themselves on a resource/database easily available to corporations; the
internet. Online new media, social media, user generated content and web 2.0 have revolutionised the development of
the advertising industry. Think of MySpace and how specific consumer tastes are outlined on the site as complete and
specific profiles are exposed for anyone to see.
However this has also signaled a shift in the way advertisers think about audiences as they move from being a ‘mass’
to disseminated, dispersed communities of interest. The challenge for advertisers this year is being creative in the way
that they tap into these niche communities. Loehnis also believes that “UGC (user generated content) and spinoffs to
migrate to mainstream TV, books and newspapers, and more high profile organizations get involved.” which could be
an interesting (and potentially increasingly depressing) shift in content from reality TV.
♪ Online Eavesdropping and Digital Gossip:
Advertisers are hoping to tap into digital conversations to spread word of mouth. “Digital conversations can go on
indefinitely and do not follow a fixed time frame… [they also] can be self-sustaining” Imagine again MySpace
messages, bulletins, blogs, message boards, email, instant messaging. The environment where the content is engaged
in a portal of communication, word of mouth can happen simultaneously as consumption. Loehnis coins this

buzzword as “amplification”. The pro for advertisers is that this entire “buzz” is electronically monitorable. Blogs,
MySpace and message boards are open to public view; consumer opinion no longer needs to be researched on foot. It’s
now about targeting audiences that already congregate in digital/virtual spaces. “Interesting stunts and events get
blogged, and can achieve far greater audience through this amplification than ever before” Because this is a relatively
new field, advertisers are being forced to be more creative without the luxury of precedent, learning from past
mistakes and previous examples. There is also the issue of no reliable, quantifiable and calculable method of judging
the successes of online ad campaigns that utilize social media.
Users are being used as indispensible ambassadors for advertisers, as they appear to be reliable spokespeople to other
users. Loehnis speaks for Microsoft in saying “…we have conducted research on our [Windows Live] Spaces users
which show that they are more vocal and more willing to offer advice to their online communities than with other blog
sites-these are key influencers whom no advertisers should miss.” As the internet provides increasingly legitimate
content and easier means for user publishing, it will be seen as a true platform for entertainment, creating more
advertising opportunities.
7) Interactive Marketing:-
Interactive marketing is a marketing strategy designed to encourage your target audience to interact with your
marketing message. So this means advertisers are basically creating a two-way conversation between their brand and
their target audience. Rather than simply pushing a message on somebody, for example, television advertising or
billboards, advertisers try to pull audiences in by providing content that they might be interested in or that they might
find engaging or stimulating in some way, and at the same time attempting to make their brand part of their
audiences’ lives.

♪ Brand Identity:
The concept of interactive marketing directly links to corporations realising that being faceless to their audience is the
antithesis to success in the face of research that shows consumers show preference for brands that engage with them
on an emotional level. In creating a corporate personality, companies will seek two-way communication with their
audience by providing content that consumers find useful, stimulating or entertaining.

This encourages audiences to interact and participate, allowing a connection between brands and consumers that
traditional advertising struggled to achieve. The buzz-word for this kind of advertising trend is ‘brand immersion’.
According to Jackie Peters, CCO Multimedia at Heavybag Media, and interactive marketing firm in an article on
interactive marketing, campaigns of this nature are created for, and are successful because:
“Immersive campaigns are designed around your customer’s life patterns. This means that you encourage user
participation on an ongoing basis, through multiple platforms in many scenarios. This might mean incorporating
mobile, web, and print and in-store interactions that all function as integral parts of the same campaign. Create a
continuous flow of information from your brand to your audience and back again. Today’s audiences are hungry for
great content, and they have a deep need to feel that they belong. An intelligently designed immersive campaign offers
them both of these things. And what the brands that provide it get in return is of enormous value. They get a
consumer who believes in their brand. This generates word of mouth ambassadors, viral marketing effects, positive
buzz surrounding the brand, and repeated and prolonged brand exposure” Peters, J
Last year various forms of social media, and business are increasingly turning towards this technology to better
communicate with their target audiences. Some of the leading advertisers include Intel, Amul, Citibank, LG, Ford,
Standard Chartered, Gillette, ICICI Bank, McDowell, Bacardi, etc.

♪ A Case Study: Burger King's 'Subservient Chicken'
Burger King’s 2004 Subservient Chicken campaign with the slogan “get your chicken just the way you like it”, where a
man dressed in a chicken suit would perform various actions based on user input (aka “walk like an Egyptian/lay
egg”). The site is still up so go have a play and see how effective you think it is. It’s interesting to note the aesthetics of
the actual pre-recorded footage. It is reminiscent of documentary film styles; there has been a trend where ads are
turning to a more DIY hand-held observational documentary aesthetic, perhaps to help associate their products and
advertising with real life and authenticity. The Subservient Chicken is a man dressed in a poorly constructed chicken
suit standing in his living room in front of a webcam. It makes it feel live, like you’re having a real-time exchange with
the chicken; however all the moves are pre-recorded. Obviously this was a deliberate choice by Burger King since I’m
sure they could fork out more for production values. But this style aligns the campaign with You-Tube videos etc
which perhaps, in the users mind, seems more conducive to “telling a friend” about and conversely makes it more
viral-esque. To up their chances of getting the user to send it to somebody else, inducing viral activity, the ‘tell a friend’
link underneath the footage helpfully opens up a new email for you, complete with subject heading and body of text

which reads “Finally, somebody in a chicken costume who will do whatever you want. Check it out:
http://www.subservientchicken.com leaving you to only enter the “to” field and sign off at the bottom.
This case outlines a important few points:
 Viral advertising can use the online environment to target specific demographics and audiences, due to the
nature of online communities and their niche nature.
 Chat rooms and emails are used to spread the campaign, yet it wasn’t making explicit that it was an
advertisement.
 Indeed, when you visit the site it doesn’t look like an ad the low production values don’t conjour up images
of a big company advertisement, therefore the user is less likely to be suspicious and skeptical about being sold
something and more likely to engage with the campaign.
 The campaign would’ve been relatively cheap to make as compared to a television commercial with higher
production values, more editing, multi-camera setups, bigger crews etc.
 People are still visiting the site; most commercials only run on TV for a short amount of time.
8) Behavioral Targeting:
Portable devices such as mobiles and PDA’s are increasingly being used as a common means of content delivery, but
consumers feel that advertising currently experienced on these devices are viewed as interruptive marketing. Generic
and targeted to a mass audience, these ads are often irrelevant to the majority of the viewing audience, creating
disinterest and a waste of advertising revenue that misses target markets. Future advertising techniques will hope to
move away from mass advertising distribution and towards disseminated, dispersed communities of interest by

accessing and targeting specific demographics of users easily in online social media communities. The hope is that you
only receive advertising that is relevant to you, information that you actually find useful and therefore will be more
likely to respond to. The premise is that traditional notions of advertising that are irrelevant and disruptive will
change, that it will be accepted more like information and tagged as ‘commercial persuasion’ just because it caters to
you.
♪ Knew Media: Are You Following Me?
Behavioral targeting is being explored and developed as a future advertising tactic that doesn’t disrupt the user
experience. Basically, searches are tracked in order to determine customized advertising relevant to you, sent to not
only your internet browser, mobile or PDA, but eventually your television as well. Behavioral targeting is possible as a
result of users uploading content and subscribing to advertising sites via interactive marketing campaigns, as Steve
Smith writes for EContent Magazine that "BT (behavioral targeting) may actually represent the natural evolution of
interactive marketing, because it takes information from a user (her recent browsing patterns) and feeds back to her
ads that are more relevant to her immediate needs and interests." EContent Jan/Feb 2007 Advertisers hope that
behavioral targeting technology will develop so that their advertisements will not only track and deliver to users that
access information from their own campaigns, but continue to track them across other websites and information
sources. Cookie technology provided by the web and new media online technologies allows this to be possible. Smith
explains the process that: "You cookie one of your users when she is attracted to content at your site, but that cookie
and the habits it recorded at your site are then used to deliver relevant ads as she browses among the other sites in the
network. You get a revenue share of the ads that are served elsewhere. Thus, the higher the quality of your audience,
and the better it is segmented, the more valuable these profiles become to the network." EContent Jan/Feb 2007

♪ Privacy Issues:
Behavioral Targeting and tracking via cookies do bring up privacy issues. Options that deal with privacy issues are
being explored, such as ‘opt-in’ methods where you consent to being targeted. The argument for behavioral targeting
is that it doesn’t require personal information, just information tracking trends or viewer behavior. David Verklin
podcast However, as Smith explained earlier, quality of information on each user is paramount to developing
behavioral targeting techniques. The growth of the behavioral targeting should rely on the level of user consent;
however there are various methods similar to behavioral targeting already being implemented that users may not be
aware of.
9) Search Marketing:
Dana Gardner, principal analyst at Interarbor Solutions, believes that through online search corporations are given an
"incredible power that's now being leveraged through access to people's information, company's information, market
collateral and data" podcast transcript 18/3/07 VanBoskirk states that search marketing is attractive to corporations
because it is "very effective at getting users to take action, and very effective at giving marketers a way to measure their
effect on advertising and consumers" podcast transcript 18/3/07 Search marketing is also attractive to corporations
because it is
 very cost effective to experiment with (new keywords and combinations)
 visible results very quickly (a day or hours depending on volume)
 removes guesswork (provides clear results, speeds up the process from research to business decision)
 it catches people at the point where they are raising their hand for information and marketing messages
(users are at a point of actively searching for information aka 'googling' in the search bar)

 71% of users are using search engines to find websites
 search is a natural way for both consumers and businesses to being looking for information
♪ Cost per Click:
Search marketing has had phenomenal growth in generating revenue in the advertising industry in recent years.
Seeing as advertising is all about generating revenue, i suppose this makes it an important topic when covering how
new media has changed the advertising industry. According to an article in this years April Adnews publication, titled
'Search Comes of Age', "Search and directories grew 81.4% to $399 million in 2006" and generates the largest share of
online revenue, clocking in at 39.9% of total online advertising revenue. When you consider that Google commands
an 80% share of all searches conducted in Australia alone, it's a little easier to understand how they've come to be a
billion dollar company.
Search can be divided into two categories of interaction: Cost per Click (CPC) and Search Engine Optimization (SEO).
Cost Per Click is a system where companies bid for search words. "Advertisers bid on "keywords" that they believe
their target market (people they think would be interested in their offer) would type in the search bar when they are
looking for their type of product or service. For example, if an advertiser sells red widgets, he/she would bid on the
keyword "red widgets", hoping a user would type those words in the search bar, see their ad, click on it and buy. These
ads are called "sponsored links" or "sponsored ads" and appear next to and sometimes above the natural or organic
results on the page. The advertiser pays only when the user clicks on the ad. According to Adnews, "The costs of paid
search are based on the popularity of keywords. To appear in paid search results, companies must bid on keywords
through an online auction system." So basically when you Google something, pay per click results appear on the right
hand side of the page as a series of links. The highest bidder for that keyword would appear first on the list and lower
bidders in succession. However, research suggests that while 89% of total search marketing budgets went to paid,

only 25% of clicks come from paid search (Adnews, 6th April 07) There are also other issues surrounding the politics
of CPC. The return on investment (ROI) on CPC is fast diminishing. Keywords are becoming more expensive to buy
and maintain, as it acts as constant revenue for the search engine for every click. Popular keywords have risen from
cents to dollars per click. Advertisers are shifting revenue from CPC to SEO (search engine optimization). However,
there are strategies companies have been using to reduce the cost of CPC's, such as delving into the long tail for less
popular search words and engaging in somewhat shifty negative bidding, where "companies will intentionally bid less
than a competitor, accepting the fact that they will appear lower down in the ranking, but high enough to attract
significant clicks at a higher ROI per click" (Adnews, 6th April 07), however competitors will do the same, leading to a
negative price war. Google have their own hand in keeping CPC's down by introducing "quality scores". This ranks
sites with better content higher, regardless of whether they bid the most for a keyword or not. "Advertisers with better
quality content can therefore pay less per click, yet still appear higher than their competitors". (Adnews, 6th April 07)
One would think that this would create friction amongst Google and their higher bidders, but Google's (and other
search engines with similar techniques) reasoning behind this is "that unless users enjoy a positive experience when
they click on paid results, they are likely to ignore those listings in the future - thereby undermining the sole revenue
source of search engines". (Adnews, 6th April 07) This in turn helps to keep the cashflow directed towards search
engine pockets over time.
♪ Search Engine Optimization:
Basically when you create a site, the search engine has to index it via series of criteria and components of your site in
order to integrate it into their search facility in a way that makes it easy for users to gain information that is most
relevant to their needs. These results appear in the section of a search engine you’d look to first; for Google left and
center. These search results are referred to as ‘organic searches’, as nobody was employing push or pull tactics to lead

you to the results of the search, you had a general curiosity or query that led to that search. However, SEO by
definition is classic pull marketing as specific tactics were employed to get that site to rank high on organic search.
SEO occurs within the site itself and affects the way it is categorized and ranked in organic search. This is probably the
more likely way i would be driven to a site, and probably why it is considered as a pull marketing technique. There
have been crazy ways that sites have underhandedly tried to exploit SEO, where there have been “attempts to improve
rankings in ways that are disapproved of by the search engines, or involve deception. One… technique uses text that is
hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method
redirects users from a page that is built for search engines to one that is more human friendly. A method that sends a
user to a page that was different from the page the search engine ranked…” Websites have been banned from search
engines from practicing these deceptive techniques.
♪ The Future for Search:
Consider what moves search engines are making to overtake Google in their stranglehold on market share in online
search. The techniques being explored to change the search marketing landscape are similar to those that are
pervading online advertising in general: targeting a youth market, portable media, integration and interactivity,
community and social media.
It seems that innovation is the key; with portable media devices being used increasingly as a way of accessing, viewing
and storing information, Google’s competitors are coming up with creative ways to capitalise on this and make their
mark in search marketing. senses provides white pages and yellow pages directory services and are currently using
mobile search and voice search effectively as an efficient way to access directory information and in turn attract paid
search advertisers.

Do you (remember) Yahoo!? The Australian search marketing division of Yahoo has managed to “lift user numbers
from 40,000 to more than two million from April last year” (Adnews, 6th April 07) which is considerable growth. This
was achieved through the partnership with Seven Network, the result of which was the Yahoo! 7 Portal. Yahoo has
implemented improved paid search technology that operates much like Google’s, dubbed ‘Panama’. Advertisers again
bid on search terms and prices are dependent upon keyword popularity. In addition, Bruno Florentini, chief
operating officer at Yahoo! 7 says that “the company is currently evolving its search offering, which will enable
consumers to personalise and build communities around search. He added that allowing consumers to personalise
search through offerings such as MyWeb, which Yahoo! is currently trialling, is where the search market is heading”.
(Adnews, 6th April 07)
MyWeb relies on a tagging system, much like you’d be familiar with after using del.ici.ous to share information and
discover new interests, and attributes each search result to a user, creating that warm & fuzzy community vibe i.e. I
search for cupcakes and find that some other user is also a fan of cupcakes. We both like cupcakes. Let’s be friends
and IM each other about cupcakes. Hey, your tagging cloud shows you also like red shoelaces, let’s read more about
that… wow I never knew that I also liked red shoelaces. Thanks, MyWeb.
Turn your minds now to ninemsn, which according to Adnews, “sees a big future linking its search capabilities to the
greater PBL Media group… PBL Media’s assets, specifically the Nine Network and ACP Magazines, bring a lot of cards
to the table”. Ninemsn have further utilized their Microsoft hotmail and messenger assets to form their ‘Live Search’
engine which offers nothing new that I can discern, however there have been indications that it will develop further.
You can’t deny that their media affiliations are a powerful tool, the challenge is to find a way to tap into consumer
need and attract the users.

As online university creatures we all know how useful wikipedia is for getting reliable information on just about
anything. And we know that it utilizes social media/user generated content via the collaborative contribution driven
wiki format. So naturally, it was only a matter of time before wikipedia dipped their collective toes into the search
marketing money pool by recently launching their own ‘human powered’ search engine, Wikia. Wikia allows you to
search a variety of wiki sites, which are basically an advanced version of normal wikis through a developed version of
mediawiki. You can apparently post media-rich content on the Wikia site. These wikis look more like websites and are
powered and supported through the wikipedia guys (federated media publishing), and as always you’re free to modify
other people’s sites which is the whole collaborative point. According to the fmp site, the point of difference to attract
advertisers is the fact that:
"Unlike ad networks or traditional rep firms that offer vast (if undifferentiated) quantities of media properties, FM are
committed to quality voices, quality communities, and quality conversations… At FM, we believe marketing is a
conversation. Our authors believe this too. Authors themselves often engage with marketers - exchanging ideas about
what might work best for their readers and communities. And because authors approve every campaign in advance,
marketing running on FM sites carries an important endorsement from the site’s leaders… At FM we’re always
working on new ways to communicate between author, audience, and advertiser." fmp site
Generally, the advertising industry has recognized the money to be made in search and have spent dollars investing in
human resources to develop their search revenue. According to Adnews:
"In June last year, Yahoo7 announced former George Patterson Partners heavyweight Ian Smith had been appointed
CEO of Yahoo! 7 web portal. Tony Thomas recently left is position at PepsiCo after five years to join ninemsn as
director of marketing. And shortly after, ex-Yahoo! senior executive Tony Faure was named CEO of ninemsn,
replacing Martin Hoffman."

This confirms that search marketing is obviously an important component of new media when considering its affect
on the advertising industry. With traditional television media (seven and nine network) creating their online presence
through search, it’s an interesting branding strategy and approach to generating revenue. I suppose that you
naturally end up providing the user with a branded service, there are opportunities for cross-promotion, and you
generate revenue from other advertisers through CPC’s.
10) Mobile Advertising:
It is an innovative and a customer centric approach to reach promising customers. It includes advertising in the form
of SMS, Mobile alerts, MMS (multimedia messaging service), mobile games and videos.
Today everyone is aware about the convenience nature of mobile phones – known as third screen after TV and
Computers, its growing popularity seems to be catching the eye of advertising media. Mobile market subscription in
India for September was 248.7 million released by TRAI; mobile advertising is becoming more popular way to promote
the products. It is emerging as biggest competitor for internet advertising. Around 8.3 million customers were added
in the month of August.
Internet advertising contributes around 1.8% of the country’s total advertising spend which pegs online advertising at
around Rs.300 crore. While the current mobile advertising market is estimated to be around Rs.6 crore.

A personalized ad is one of the key features for mobile advertising (e.g. depending on the monthly bill of a mobile user
the advertisers would send them the right content ads).
The online mobile advertising also includes broadcast sms, brand jingles as caller tunes, music, video and games
download. The mobile music industry is picking up steam in India. Indians have purchased more music on mobile
than any other source purchasing music in first three months of 2007.
Meridian Mobile ( a part of UK based Meridian Group and Manufacturers of FLY handsets) CEO, Mr. Rajiv Khanna ,
said “the cellular growth in India is faster than that of personal computer penetration and this will result in huge
opportunities for advertisers”.
Today cell phones have become much cheaper and are capable of data transfers; it is compatible and easy to carry.
GPRS rates also going to be reduced in near future and also the purchasing power of people has increased. Today
Indian market and economy is booming, cell phones have become more of necessity than a fashion statement. It
enables to connect people instantly no matter where they are. Easy accessible services of internet and office services like
word, power point, excel, etc on cell phone is proving to be more useful.This is attracting more and more advertisers
into mobile advertising field.
MGinger, mGarlic, sms2india, sms gupshup , way2sms, Bigadda.com are some of those companies which provide sms
advertising service where you get ads of only those products in which you are interested in buying at your own
convenience. You can also earn affiliate income by referring it to your friends and family. Bigadda.com allows their
user to send sms in Hindi language with English language.
Time will tell whether people are comfortable with such mobile advertisements and their promotional offers as a
mobile is very personal device on which many people may not be comfortable sharing their personal space on. Though

it can prove to be a fine source of earning income but in the long run it can seem to be irritating and a monotonous
act. Mobile advertisers should come out with new innovative ideas which will be more comfortable with huge
audiences.
♪ Types of mobile ads:
In some markets, this type of advertising is most commonly seen as a Mobile Web Banner (top of page) or Mobile Web
Poster (bottom of page banner), while in others, it is dominated by Short message service [SMS] advertising (which
has been Estimated at over 90% of mobile marketing revenue worldwide). Other forms include Multimedia
Messaging Service [MMS].
Advertising, advertising within mobile games and mobile videos, during mobile TV receipt, full-screen interstices,
which appear while a requested item of mobile content or mobile web page is loading up, and audio adverts (e.g. in the
form of a jingle before a voicemail recording).
The Mobile Marketing Association (MMA) has published pdf mobile advertising guidelines, but it is difficult to keep
such guidelines current in such a fast-developing area.
The effectiveness of a mobile ad campaign can be measured in a variety of ways. The main measurements are
impressions (views) and click-through rates. Additional measurements include conversion rates, such as, click-to-call
rates and other degrees of interactive measurement.
11) Mobile TV:
Mobile TV is the next thing in the TV domain. It has been a major success in other parts of the world wherever it has
been introduced. It is yet to take off in India. With TRAI recommending the opening up of this space for private

operation also, things an only get better from here India is the world’s fastest growing mobile phone being added on
an average every month. With this kind of growth, the future in the mobile TV world is certainly bright in India. 3G
facilities are soon will be available to Indian consumer which is going to enhance the quality of reception signal of
mobile phones. This is giving another scope to advertiser to target the niche market with more accurately then ever
before.
12) EmoteVERTISING:thenewMantra of advertising in India:
Indians might as well be very emotional. The ever so marketable histrionics in bollywood movies only prove this point.
There may also be a lot of demand for the “K serials”. But do we need a forced dosage of emotions in the ads too? On
TV the viewers (much to the advantage of the advertisers) do not have much choice. One might just not be in the same
mood, as being expressed by the advertisement, worse still, nowhere close. Imagine if you are watching Monday night
laughs & then I see the Airtel ad. Your brain might just urge you to make the same reaction as a boy enjoying his
birthday party until he comes to know that the biggest gift given to him by his worst enemy has broken. The tear
would be sitting right on the edge of your eyes, wondering if it is worth taking the plunge!
The advertising campaigns of things like life insurance, beauty products, baby products, retirement solutions,
healthcare products, tour operators & social messages can never separate themselves from the emotional content. A
viewer even expects an emotional connect. What, however, is not easily conceivable is why some companies practice

emotional advertising even though there is no need for it? In particular, advertisements of products like electrical
switches, salt, telecom companies, hawai chappals, newspaper & paint to name a few.
Let me start not by decimating the whole concept of emotional advertising, but cite examples which I appreciate.
Those which I think are path breaking, surpassing the barriers of the kind of product, or the target audience.
The latest Frooti advertisement is the first which comes to my mind. India’s most trusted fruit beverage brand.
Striking a balance amongst creating melodrama & sending the message across is what the ad has brilliantly achieved.
It is neither too moving nor does it rubbish the idea of an emotional connect. It is also not a product with whom one
would appreciate an emotional connect. Hats off to the creative team, of Creative land Asia for making the ad
flawlessly.
One cannot forget surf’s “daag ache hain” campaign. It not only connected to the mother’s desires & their plight of
keeping the clothes white, but also with those of the kids, who despite all efforts not to dirty their clothes, just do it!
The “chintamani” campaign for ICICI bank was a good break from the boring ads of the banks. It was an innovative
way to convey the emotional connect & with “short term chintamani” coming in the second leg of the ad, they assured
a special mention for their efforts.
Going into the recent past, I seem to recollect a few advertisements from the automobile sector. The “Make your own
road” campaign with the racy music, the rustic & adventurous imagery captures the inherent desire for an SUV
amongst men. “The josh machine” campaign did very well to sell the ford ikon. With the sport variant coming into the
market the tag line fit perfectly with the youth connect. Last, but surely not the least is the Enfield ad.
In another category, thinking about ads for milk products like chocolates, butter, condensed milk, two brands occupy
most mind space-Amul & Cadbury’s. The low cholesterol oils survive on an emotional connects. Unarguably condom

ads also feature in the “acceptable” category of ads with an emotional connect; after all, it is all about the feeling, pun
intended.
There are however, a few categories, where an emotional connect is unnecessary. For instance in the Legrand
advertisement, there is no apparent need for an emotional connect. This ad promotes legrand product like “infrared
motion detectors electrical switches and clock in the switches” by emphasising on caring nature of parents towards
their children’s.
For ads of newspapers like Times of India, for salt advertisers only focus on children & their health. Goiter can happen
even to adults. Even though they only focus on children’s health issues after consuming non-iodized salt and on
adults just to create an emotional connect. This is because parents are more concerned with their child health rather
than their own health.
Further a question rises, why do the advertisers not capture any other emotions? Why not use the emotions of
disapproval & disgust? Because use of emotion of betrayal, or anguish, or ecstasy, or fear? Is it too much of a gamble
then, with an increasing number of companies unable to get their message across, I think they have nothing to lose to
go ahead & try this.
13) DIY advertising (do it yourself):

Probably because people have such strong opinions regarding lame advertising - there is a definite international trend
towards DIY advertising. Many brands these days seem to be inviting their customers to contribute to their next
advertising campaign.
A few examples include L’Oreal’s You Make The Commercial, Firefox’s Flicks, MasterCard’s Write a Priceless Ad,
JetBlue’s Travel Stories and McDonalds’ Global Casting are good fun (hell, if consumers really like your brand, they
don’t even need a contest, as illustrated by these cool, unofficial American Apparel ads). [via Trend watching]
Although not really done in South Africa - it's another example of brands opening themselves up for inspection to
gain acceptance from a public increasingly able to mobilize against poor offerings.
DIY Advertising is Scary for some companies but massive opportunities for others.
As videoblogging was missing an essential tool that text blogging always had — the ability to solicit donations, the
ability to advertise your own product, the ability to make money in ways that don’t involve brand advertisers. In many
ways the videoblogging world has leapfrogged the traditional blogging world by offering easy access to great
advertisers and the money that comes from that, but in doing so we forgot the fundamentals.
That’s excited about blip.tv new do-it-yourself (DIY) advertising platform. It is changing the way videoblogs can make
money. Starting today you can e-mail the blip.tv staff an image you’d like to run as a post roll ad on your own videos.
Just include the image, the URL you’d like the image to link to and a list of what videos you’d like to run it on. Soon
after that they’ll be offering an interface within the blip.tv dashboard itself which will allow you to assign your own ads
to your own videos.
MAKE is the first to use our new DIY platform (as well they should be, since they’re the guys who came to us with the
idea in the first place). GALACTICAST is next — they’ll be using DIY advertising to promote their totally brilliant

pledge drive. Where do we go from here? The sky’s the limit. Advertise t-shirts and other merchandises directly
related to your show. Throw up some amazon.com affiliate links. Make money the old-fashioned way! And, of course,
don’t forget about blip’s open advertising marketplace (which brings CPC-based and CPM-based advertisements
from tons of partners straight to your video) and our sponsorship program, which matches great shows with great
brands for great cash.
14) Advergaming – the way to your customer:
Advertising across product categories are using advergaming to push their brands. When a game is played on the
mobile, or even online, and a goal is scored, then, if seen closely, one would find that the scoreboard in the background
clearly says Coca-Cola.
Advergaming is a juxtaposition of advertising and gaming, where a game on the mobile or an online platform revolves
around a brand. Increasingly, gaming companies are including brands in the games that they create for mobile and
the internet. Jump Games for instance, is pretty pleased with the response to its six month old games featuring ITC’s
snack brand Bingo, which has already done one lakh downloads. Jump Games, that launched the mobile game
Thumps up Everest Challenge in 2005, are now working with Coca-Cola and ITC.
Say’s the company’s CEO, Salil Bhargava: “the medium may be new, but advertisers are accepting it rapidly due to its
unmatched advantages.”

Advertiser’s benefits as the medium is sticky: The brands are at the centre of consumer attention for between 5 to 8
minutes. Unlike in other media, the consumer cannot turn the pages, switch channels or close the pop-up ad that may
appear on the net.
“Moreover, the medium delivers a clearly targeted demographic profile –consumers between the age of 14 and 25
years.” says Bhargava.
The game can also be collect consumer information through registration. Little surprise, then, those companies are
exploring advergaming options for better brand recall.
Zapak.com has also attracted a number of brands. It boasts of over 4 million users, which has promoted brands such
as Allen Solly, John Players, Cadbury, P&G, Ponds, Thumps up, Parle, Adidas, Garnier, NDTV Imagine, Sahara One,
ESPN STAR, Airtel, Tata Sky, Cobra beer et al, to jump on board. Internationally, the format has been successfully
used by brands as BMW, Budweiser, Sears, Toyota, Taco Bell and Coca-Cola, among others.
In fact, some of the advergames became so popular that they started generating revenue through game sales. Burger
King is said to have sold 3.2 million Xbox games in a six-week period during the holiday season. To be sure, the
advergaming benefits do not accrue to the advertisers alone.
Rohit Sharma, COO of Zapak Digital Entertainment Ltd, sees a huge potential in the business for the gaming
companies as well. “With the craze for gaming steadily picking up in India, we believe advergaming will account for
more than 50 per cent of all revenues in about three years.” Its good news the cost of game development is at an all -
time high.
According to an analysis by the market research group eMarketer, video game advertising will grow at a compounded
annual growth rate of 23%, reaching $2 billion by 2011. In the US, it will touch $969 million during the same period.

Leroy Alvares, country head of Tribal India, says advergaming will be the most popular digital advergaming medium.
“The only thing to be kept in mind is that the message should be integrated proportionately. The brand should not
rob the game of its interest.” he concludes.
15) Embedded advertising:-
‘P9integration, perfect Holdings’ film marketing arm, has entered into a strategic partnership with MirriAd, a global
embedded advertising specialist, in order to digitally embed brands within bollywood movies and television broadcast
content.
Apart from bollywood films, such content will include film trailers produced for cinema, television and online media,
wherein specifically selected and relevant brand will be digitally integrated, after production is complete.
Thus far, brands had to integrate themselves during production – a tedious procedure – and did not now know how
the placement would look until after production was over. The deal will enable instant brands placement in the last
stages of post production, thereby saving time and allowing marketers to see and approve are redo the placement shot
as required.
Embedded advertising represents a non-traditional stream for brands and does not interfere with the viewer
experience in any way. Filmmakers can now have an array of choice to select the correct brand fit and then digitally
embed the brand. in essence, what this means is that brand placement need not be premeditated; filmmakers will
have ample time to associate and select the brand after the film shoot, while both the filmmaker and the brand owner
will have better control over the final output.
Through this deal, embedded advertising will be possible on soaps, news based content and reality/format shows.
They also look at integrating brands in music videos and online video content and home video movies. The embedded

advertising industry in India is currently worth Rs 400 crore by 2010. Bollywood Movie like RACE and Love Story 2050
are recent example in which embedded advertising is done.
16) Surrogate advertising — Needed, a spirited attack
"Hum, Tum Aur Mera Bagpiper". This Bagpiper club soda advertisement, featuring cine celebrities, is similar to the
earlier one for Bagpiper whisky.
The advertisement comes with the same music and punch line as the one for the popular liquor brand telecast before
the ban on liquor advertisements.
This phenomenon, known as "surrogate advertising" (duplicating the brand image of one product extensively to
promote another product of the same brand), has become commonplace.
Surrogate advertisements took off not long ago in the UK, where British housewives protested strongly against liquor
advertisements "luring" away their husbands. The liquor industry found a way around the ban: Surrogate
advertisements for cocktail mixers, fruit juices and soda water using the brand names of the popular liquors.
In India, the trend of surrogate advertisement gathered momentum with the Cable TV Network Regulation Act, which
prohibits tobacco and liquor advertisements on TV channels. The liquor industry has intentionally blurred the line
between products, advertising òld wine' in a `new bottle,' only this time with a soft-drink label.
A market survey in 2001 revealed that advertising has a direct influence on the consumption habits of 431 million
people in India and an indirect impact on 275 million àspirants' from the lower income group. Considering this and
realising that nearly 50 per cent of the television owners have access to cable channels, there is no doubt that the
hidden call for alcohol consumption behind the surrogate advertisements is not escaping the eyes of viewers in the

world's fourth highest liquor-consuming country. The very purpose of banning liquor advertisements is defeated by
surrogate advertising.
Sociological studies have shown that, in India, a significant share of income of a large section of the population is
spent on liquor, potentially leading to financial distress and health hazards. According to the International Wine and
Spirit Board, a liquor industry publication, there will be a jump in the number of people reaching the legal drinking
age of 25 within the next few years. The implication is that the problem is going to grow.
The motivations of firms look even more suspect when they advertise products that cannot be bought. In 2002, for
example, Jagatjit Industries, the maker of Aristocrat Whisky, advertised a product called Àristocrat Apple Juice.' The
company reportedly confirmed availability of the fruit juice in Delhi, Haryana, Punjab and Rajasthan, yet, no reputed
shop in Delhi had ever seen it, let alone sells it.
Understanding the gravity of the situation, the Indian Broadcasting Foundation (IBF) has started to take on the
surrogate liquor advertisements. In a recent board meeting, the IBF decided that Jagatjit Industries and other liquor
manufacturing units must get production of the advertisement approved both at the `storyboard stage' and after the
production of the commercial.
It also ruled that that if liquor companies promote any juice, mineral water or soda, these should be shown in a proper
manner and not as trimmings to liquor advertisement.
These are welcome steps, but the key point lies in enforcement. If, in a free society, producers have a legitimate right to
let consumers know about their products through advertisements, consumers have the right to information in adverts
that are clear and honest.

Surrogate advertisements are not only misleading, but also false and dishonest in many cases. With surrogate
advertising so widespread, this is the moment to tackle the problem head-on.
There should be stringent regulatory measures to curb the practice, such as:
i) Making transparent laws banning surrogate advertisements for different products under single brand names, by
amending the Trade Marks Act, for instance;
ii) Providing teeth to the Advertising Standards Council of India to enable it take action against false and misleading
advertisements, and keep a close vigil over clever evasion of the law;
iii) Asking the electronic and print media to adhere to the advertisement codes and not encourages surrogate
advertisements;
iv) Calling on the ASCI address complaints received from consumers against surrogate advertisements and take
appropriate actions immediately;
v) Creating a consumer awareness programme to help people understand the negative impact of surrogate
advertisements;
vi) Adopting strict laws to penalise those companies featuring surrogate advertisements without any real existence of
the product; and
vii) Requiring advertising agencies to have full knowledge of the products under the same brand for which they are
promoting advertisements, and taking legal actions against those agencies which design surrogate advertisements.

If one believes that honesty is the best policy and truth ultimately gains, the best policy would be to stand up strongly
to the dishonest practices of surrogate advertising.
17) Wi-Fi: Emerging Opportunities for Advertisers:-
Another opportunity beckons for advertisers as more and more Wi-Fi zones are rolling out globally soon. With a
hotspot inside a McDonald’s restaurant, an advertiser like GlaxoSmithKline Pharma can reach to its target customer
for its anti-acidity product “ENO”. Or, may be an amusement park company could try to lure the customer, sitting for
a lunch. No doubt, the advent of Wi-Fi offers advertising industry a good opportunity to reach their audience more
effectively.
In recent times bank ATMs and SMS messaging have offered advertisers excellent cross-promotional opportunities.
Cross-promotional efforts of ICICI Bank and Airtel, where latter used ATM locations to promote/sell its pre-paid cards
is a case in point. Another example is a slew of convenience stores, including ATMs, which have come up at several of
petrol pump outlets in the country, as oil companies, banks, and FMCG companies join hands to co-promote their
various product and services.
Wi-Fi, in a way promises to take it even further. Given the emerging business model of the hotspot industry, it is most
likely that it could go ISP way with players at different layers collaborating with each other to sustain their growth.
Collaboration between HSOs and space owners have already started happening. For instance, tie-up between Cometa
and McDonald’s, the former operates hotspots at various outlets of the food giant. However, the key issue here is the
cost to customer. A customer who is visiting a McDonald’s restaurant, or for that matter any other restaurant, might
not be willing to shell out extra money to foot the bill for accessing Internet at Wi-Fi locales. To address this problem,
companies could look out for partners who would be interested in catching customer’s attention. For instant, tour

operators and hotels could advertise their services in hotspot set up in the vicinity of an airport or a railway station.
Similarly, for a Wi-Fi zone set up in the premises of a hospital could offer good potential to pharmaceutical companies
to improve their visibility and promote their OTC (Over-the-Counter) drugs. Likewise, a hot spot within the premises
of a school/college could provide book publishers good opportunity to enhance their reach and create awareness about
their various publications. Probably, this kind of an arrangement would make it economically feasible for hot spot
space owners like McDonald’s to provide internet access to their customers at more affordable prices, by sharing the
cost with their advertising partners.
Multiplexes, malls, amusement parks are some of the other potential venues where Wi-Fi could see good traffic and
hence offer advertisers opportunities to reach their target customers more effectively. To illustrate, companies from
textile industry may find it useful to promote their latest offerings around a Wi-Fi zone when a customer “stops” to
check his/her e-mails or access some information on internet and could look at the ads, which he or she could ignore
while rushing to the store. Also there is an opportunity for companies to enhance their visibility when a customer
enters a wireless internet zone. A company could send an alert on the cell phone or laptop of a customer informing
him or her about the availability of internet in that area with a greeting message. How creatively advertisers exploit
this new opportunity, thrown out by the emergence of the hot spot, would decide their success. Both Intel and
Microsoft have included wireless LAN in all new laptops sold. It is estimated by researcher that 70% of new laptops
purchased will come with some type of integrated wireless LAN support. The second, potentially giant, wireless LAN
application, the firm says, is wireless LAN embedded in a cellular handset (like in all Nokia high class phone above the
price line of Rs 15000) and used for Voice-over- Internet Protocol or VoIP.
For now, it is the McDonald’s and Starbucks who have the onus to take Wi-Fi to the common surfer. The leading US
restaurant chain installed Wi-Fi access points in 10of its restaurants in Manhattan as part of a pilot program. And,

it’s had established more than 300 stores by the year 2003. Starbucks, the US-based café major has equipped 530 of its
stores Wi-Fi and plans to enable more then 70% of it 3200 outlets in the year 2003.
18) Animation advertising:
Animation is not new technique. Before 1910, this concept consisted of drawings photographed for every microscopic
change occurring in the subject. It was a tedious task to prepare the picture of every changing action of the subject. At
least thousands of drawings were required for just a one-minute film. Today, we are living in the era of animation,
where every action and reaction are predefined and the only thing to be done is to give a final touch before it is
produced seriously affected by this concept known as anivertising. Now every advertisement must use some animation
technique or the other to prepare an effective commercial. In most of the cases, advertising succeeds in creating a
positive brand attitude.
New technology and marketing rends have changed the usage of animation to sell products. Whenever an advertiser
wants to advertise more creatively, animation has become the technique of choice for him. This innovation form of
advertising provides product personification to stimulate a real product. Furthermore, advertisers should consider the
most powerful medium, the Internet, to effectively use anivertising. Marketers have the ability to utilize this type of
advertising in the websites to influence how consumers think and feel about a product when interacting with it on the
Internet. Now the main question is whether the interactive advertising icons are more effective advertising tools or not.
When spokescharacter are more effective in communicating to consumers, then the interactivity and the level of
interactivity of interactive advertising spokescharacters should be concerns of future.
19) TRYVERTISING:
Mass advertising is dying. Experienced consumers couldn't care less about commercials, ads, banners and other fancy

wording and imagery that is forced upon them, so let's move on to more interesting ways of igniting conversations
between corporations and consumers. We recently spoke about CUSTOMER MADE and NOUVEAU NICHE as
powerful alternatives to archaic marketing thinking, but those concepts don't necessarily introduce consumers to your
brand or your new product. Sure, much has already been said about search-based advertising and initiating word of
mouth as new (and certainly more relevant) ways to replace mass advertising, but TRENDWATCHING.COM wants to
add a third alternative: TRYVERTISING, which is all about consumers becoming familiar with new products by
actually trying them out.
Think of TRYVERTISING as a new breed of product placement* in the real world, integrating your goods and services
into daily life in a relevant way, so that consumers can make up their minds based on their experience, not your
messages.
Mind you, this is not about increasingly sophisticated product placement in movies, TV series or games; no doubt an
improvement on intrusive commercials, but it's still based on advertising, not TRYVERTISING. Also, to prevent this
newsletter becoming more voluminous than the old testament, we will primarily focus on direct TRYVERTISING, i.e.
activities aimed directly at end users, as opposed to indirect, viral campaigns aimed at getting celebs or influencers to
try out (and talk about) new products and brands: we'll save Star Jones, The Donald, Hillary Swank and Josh Rubin
for the inevitable update.
So what does TRYVERTISING incorporate? Think 'obvious' activities like handing out product samples, and more
subtle, integrated product placements that are part of an experience or solution. It's everything from new-style sachets
containing single servings of liquid products, to hotels partnering with luxury carmakers to offer high end model test
drives to guests during their stay.

First, a bit more about the 'old' TRYVERTISING that we're all familiar with: think free shampoo samples in magazines
or a point of sale promotion stand in a supermarket. The challenge here has always been a certain lack of relevance:
there's no guarantee samples are tried out at the right time, in the right spot, and by the right target audience.
One clever solution to this distribution dilemma: Tremor, P&G's gargantuan TRYVERTISING project. In only two years
time, this focus group cum sample/coupon dispersing network signed up 280,000 US (!) teens, ages 13 to 19, which
actively promote new products to their peers, and may be asked to place coupons and product samples in living
rooms, schools and any other relevant location. Next? Tremor Moms, of course!
Another distribution shift within the world of old-school TRYVERTISING: websites that enable consumers to actively
get their hands on free stuff: see TheFreeSite.com, www.startsampling.com, www.freechannel.net, www.freebielist.com,
www.freebiesplanet.com, www.gratis.nl, www.alles-kostenlos.de, www.yes-its-free.com and so on. Here too, the
opportunity to disperse samples to a slightly more relevant audience (based on recipients' profiles) is tempting,
though the current emphasis on 'free' may limit diversity within the try-out audience.
So what about more targeted, more relevant new-style TRYVERTISING? Product placements that become part of the
landscape, part of the real world where consumers hang out and certainly don't mind trying something as long as it
makes sense to them? Check out the following TRYVERTISERS, and how they're integrating their wares into (semi)
public domains like bars/cafes, waiting rooms, events, universities and hotels.
20) Shocking Nontraditional Advertising Trends:

Advertising is a rapidly changing industry, with ads appearing on web sites, cell phones, blogs, and other
nontraditional mediums. It used to be all about the emotional connection to the consumer, and to an extent still is, as
evidenced by the tremendous success of the Geico Gecko ads. Who doesn't love the adorable upright lizard, with the
big eyes and British accent? And what about the Pillsbury Dough Boy? Remember him? Didn't you just want to poke
that fat little tummy? People who invent ad campaigns are truly talented and creative.
But in today's world, advertisers are also discovering that it takes more than an occasional radio or TV spot, to get the
attention of a preoccupied, overstressed society. As a result, they are coming up with shocking, nontraditional
advertising trends that may surprise you. Ads are being placed in urinals. (Yes, you heard me correctly.) According to
Innovative Solutions Oceania, Wizmark is a talking, singing, interactive urinal communicator. They describe it as
"advertising you can't help but look at. An idea so original, it has everyone talking." (Talk about targeting your
audience, or should I say, having them target you.) It has a large, waterproof (let's hope so) screen "strategically
located above the drain to ensure guaranteed viewing without interruptions." (I'm not making this up.) Using humor
and the element of surprise, it is easy to see how it would make a lasting impression. The Wizmark's sensor can detect
when a visitor approaches the urinal, and will greet him with prerecorded advertising messages and flashing lights. (I
think this would frighten me, and perhaps cause me to flee from the bathroom.)
Arcade Marketing Inc. has a new approach with its campaign in San Francisco, for the California Milk Processor
Board. Its new technology called MagniScent has enabled five area bus stops to be filled with the fragrance of just
baked chocolate chip cookies. The cost of "ad-scent" is about $30.00, and the smell will last approximately a week.

♪ EXAMPLE: Bathroom mirror ads on their way:
Hold onto your skirts girls - very soon Revlon might just be suggesting a new shade of lipstick when you're enjoying
your privacy with all of your friends in the bathroom.
Some media companies have figured out how to hide ads behind mirrors. The company plans to roll out its
advertising product around the world starting this month, which it test marketed in 300 fancy-schmancy bars and
nightclubs in London.

CHAPTER: 4
► Conclusion:
The liberalisation of the India economy in the early 1990’s as led o the accelerated entry of foreign business and
foreign advertising agencies into the country. Now, most of the top ad agencies in the country have strategic alliances
with foreign agencies.
The coming years will be existing for the advertising industry due to high economic growth, which is going to fuel
demand for products and services. New industries and product categories will rapidly emerge, so will competition. All
this will call for better marketing. Observation of many pundits associated with advertising are collected here.
1. The advertising industry has moved from the commissioned-based revenue mode to one that is fee based.
2. It is more focused on integrated communication rather than pure advertising.
3. It is growing more rapidly as indicated by the ad spends of last two years.
4. The importance of India in the global network has increased.
5. It is getting more professional in its approach.
6. Indian advertising is no more advertising of an American or Anglo-Saxon one.
7. Advertising in India is primarily a phenomenon of the customer goods producing companies.
8. There has been an increased customisation to the local culture alongside a major intensification of strategies aimed at
targeting rural markets.
9. Future advertising will be viewed in an integrated way on three screen- television, computer and wireless handset.
10. Small and medium agencies are selling out because survival is becoming tough. Smaller agencies do not count any
more.
11. There is an increasing use of humor in commercial and dotcom advertising.

12. The industry will have to cope with low operating costs and lower budgets. The days of highly inflated growth rates of
40 to 45 % are over.
13. Creative outsourcing like illustrators and animators from India would be the next wave after IT.
14. The focus of Indian advertising in the next millennium would be visuals as television will enter more homes. The
agencies should keep this in mind advise their clients and plan creative’s accordingly
15. Socially Conscious Consumers Create Challenges and Opportunities for Advertisers and Marketers
16. Location-Based Services (LBS) and Advertising on Cell Phones Take Hold
17. Billboards Go Digital
18. Consumer Research Evolves to Direct Contact with Individuals/Ads Become Consumer-Generated
19. Advertiser are now indirectly targeting parents through their children’s
20. Television Attempts to Evolve to Face New Challenges
21. Overall Advertising Budgets are Slowing, While Online Advertising Remains Strong
22. DVR Market Evolves/Time-Shifting Hurts Advertisers
23. Video-on-Demand (VOD) and Subscription Video-on-Demand (SVOD) Go Mass Market
24. Advertising/PR Agency Consolidation and Globalization
25. Embedded Advertising/Product Placement/Branded Entertainment and Marketing Soar
26. Alternative Media Sometimes Work Wonders/Viral Marketing Grows
27. Use animation in ads has increased
28. With emergence of new technology, advertisers are trying capture the target market with the help of new technologies
like Wi-Fi, SMS, MMS, etc.
29. Advertiser has started using humor and shock advertisement for success.

Note: I agree with the conclusion (point number 1 to 6) of Suman Srivastava, CEO of Euro RSCG India. Hence, they are
quoted above.
This study will provide a ring side view of the trends in advertising and its multidimensional effects. It may benefit the
advertising fraternity, future investigator, teachers and students: area like surrogate advertising scam advertising, fate
of tiny, small and medium ad agencies and use of technology in advertising are some of the areas of future search.

Chapter: 5
Bibliography:
Web address:
www.brandzero.com
www.cherryflava.com
www.wikipedia.org
www.siki.com
www.blogsvertise.com
www.trendwatching.com
www.blogadda.com
http://EzineArticles.com/?expert=Zita_Torok_Mihok
www.plunkettresearch.com
Magazines:
Advertising Express (edition- December, 2006)
Advertising Express (edition- December, 2007)
Books:
Advertising Trends and Cases (edited by Kanugovi Sreenath, ICFAI University)
Current trends in advertising (minor project made by Dr. Arbindo Das of Hinduja college of commerce)

Recent Trends in Advertising

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RECENT TRENDS IN ADVERTISING 2010 - 11

R T Aecent rends in dvertising:

By Mohit Jain Page 1

our eyes to see and seen by Buyers.

“Why buyers?” this is the question which is in your mind right

now isn’t it I m right.

Yes is the answer to your question because we are commodity and

we sell ourselves every time in our lifetime.

Now “how” is in your mind; answer to “how” is “think and look

By Mohit Jain Page 2

‘I hope shared finding will be proved helpful to readers’

By Mohit Jain Page 3

strategies to reproduce such interest and attention.

By Mohit Jain Page 4

media that they feel strikes a cord with them.

By Mohit Jain Page 5

rules of advertising are novelty, gimmickry and creativity.

communication consists of four functions.

By Mohit Jain Page 6

many respects, it is the most honest and frank type of propaganda.

By Mohit Jain Page 7

By Mohit Jain Page 8

By Mohit Jain Page 9

in real-life. Virtual product placement is also possible.

response television (DRTV) commercials.

consumers and industry professionals.

Shopping Network and Guthy-Renker.

5: Newer media and advertising approaches

as devices such as TiVo.

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the pervasiveness of mass messages (see propaganda).

legal protection as a trademark is lost.

billions of mobile ads.

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► Exploring the effect of new media on recent advertising trends:-

Outdoor (also called 'out of home' or OOH).

Currently, the 'new' media forms include:

Mobile phones - SMS, MMS, and Mobile Internet.

advertisers are concerned, it is more like something to watch out for.

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Methods and Motivations:

who doesn't care.

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Case study - Cross Platform Marketing for Nike Id:

own Chuck Taylor site.

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share any of the ad's content.

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than personal computers.

future of advertising will be.

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► Recent Trends in Advertising:-

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the ad market from 5.8%- 8.7%.

1) The Foreseeable future:

displays and research.

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and 27% from the year 2005- 2009 consecutively.

characters advertise products by using them during their make-over processes.

to 25% of the screen attracting attention.