Tipex – Hunter shoots Bear
In this advert a hunter refuses to shoot a bear and uses Tipex to cross the shoot word in the title and gives the audience the opportunity to change it.
Due to this commercial’s humorous nature it was positively received by the audience. The fact that it also allowed the audience to interact with it also helps its reception and popularity with its funny responses to certain titles such as “Hugs” the Bear in which the hunter and bear embrace one another.
Its appeal doesn’t offend any parties
Summary of ‘Spreading the message’
On the Internet viral advertising is becoming more and more popular as companies see it as a cheaper way to promote their product; Cadbury Chocolate saw success with their Drumming Gorilla and Eyebrow kids adverts which were low budget but they were very creative.
The number of viral ads leads me to believe that other companies are following suit with their own viral advertisements which brings some healthy competition to the table.
The word viral, says Matt Golding of Rubber Republic, alludes to something being passed from person to person like a disease, viral ads are often spread by word of mouth hence increasing their popularity as the internet is used a lot more than television these days.
Viral advertising has a lot more creative freedom and has something people like and are willing to pass on to others.
Matt Harding, who is famous for his “Where the hell is Matt?” videos, said this about viral advertisement: “What troubles me is the blurred line between things that are accidentally interesting and things that are deliberately made. You have these companies out there that try to manufacture that and creating essentially fakes. That’s an unfortunate trend.” Matt’s own first video was unexpectedly popular.
Summary of ‘Online advertising ‘overtakes TV’.’
In the first half 2009 for the first time more money has been spent on the online advertising than TV advertising, Online increasing 4.6% to £1.753bn and TV falling 16.1% to £1.639bn.
Internet advertising includes E-mail campaigns, classified adverts, display ads and search marketing.
The recession is believed to be the cause of the increase of internet advertising due to the fact that it does not cost as much as most conventional types of advertising.
Guy Phillipson says that Online advertising had “performed notably well against its peers in TV, print and radio”. However this could be a biased point of view as he runs the Internet Advertising Bureau. On the other hand Thinkbox, a marketing body for the main UK commercial television broadcasters, says that they think the way the figures were analysed was inappropriate. Lindsey Clay, Thinkbox’s marketing director, believes that Online marketing is like an umbrella term for many different types of Internet advertising and “They should be judged individually”.
Summery of Marketing for Dummies
A) Testing your Marketing materials.
All three sections have Primary research attributes about them e.g “asking for reviews by a few customers, distributors, or others with knowledge of your business”. It talks about finding faults in your own early drafts through customer reviews, This would be a very effective way to save time, energy and money.
Initial reactions from consumers can tell you that you have a natural talent for advertising and/or you have established an effective technique to hook customers, feedback is essential in all areas of media especially advertising.
Interviewing people with a series of possible headlines is a quick and easy way to gather market research. “Make a list of possible headlines for an ad on a piece of paper and ask potential customers (or anyone in the industry whom you can talk into helping) to check the one they like best”.
B) Interviewing Defectors
Finding out why a customer has stopped buying your product can be an effective way to figure out what a customer wants from your service and how to better it. “Your lost customers hold the key to a valuable piece of information: What you do wrong that can drive customers away. Talk to enough of them, and you see a pattern emerge. Probably three-fourths of them left you for the same reason”.
Looking for pattens can help you figure out how to better your product for your audience and avoid repeating these mistakes in future.
C) Asking your kids
Kids tend to have a better idea of what they want than you might think and more often than they establish a lot of the trends in modern society so having a child’s input can been quite invaluable. “What’s cool and what’s not cool this year?” Kids can be useful for implying competitive marketing strategies because “you need to make sure you’re cool and your competitors aren’t”.
Kids can also serve as early indicators to shifts in demand, that could effect both your consumers and your businesses.
Online advertising ‘overtakes TV’ (BBC, 2009)
Spreading the Message (BBC, 2009) [online]
Alexander Hiam (2004) Marketing for Dummies Wiley Publishing, Inc, Indianapolis, Indiana