TOPIC OF SEMINAR CONTEMPORY ISSUES
Emerging trends In Advertising
Submited by-
Submited To-
Md. NASIMUL HAQUE
Ms. UPASANA TYAGI (Associate Professor) Ms. RAMNEET KAUR (Associate Professor)
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INDEX
1. Concept of Advertising
04
2. The Principle of Advertisement Advertisement
04
3. Types of advertising
05
4. Profile of Advertising Advertising in India
10
5. Advertising strategies
12
6. The Targeting of Advertising
12
7. Emerging trends of advertising in corporate sector
13
8. Emerging trends in Lifestyle Advertising Advertising
15
9. Emerging Trend In Online Advertising
18
10.Emerging 10.Emerging Trends Advertising in Rural Areas
21
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11.Emerging 11.Emerging trends in social network advertising
25
12.CONCLUTION 12.CONCLUTION
27
13.REFERENCES 13.REFERENCES
29
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1. Concept of Advertising Advertising is a form of communication used to encourage or persuade an audience (viewers,
readers or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA). Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.
2. The Principle of Advertisement Advertisement is an encapsulated communication about a product (good/services), a clearly designed, concise, aesthetically appealing and content-wise accurate communiqué intended to effectively persuade the target audience(viewers/listeners/readers) to arrive at a decision as
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desired by the advertiser often concerning the product (goods/service). Usually the aim of an advertisement is to increase the sales of a product introduced into the market. The advertisement will speak about the salient features of the product on offer and the benefit the customer/consumer can derive out of the product. It can also educate the target audience about the various other details such as the products cost, availability, usage modalities, problems that may arise whiles using it and the probable solutions to those problems etc. Advertisement also is used to inform a mass of audience about various socially relevant factors such as employment, upcoming events, contests or elections or a host of other such events. Now newer media of advertisements are emerging and growing. Internet based media like social networks, web portals, trade portals etc. are some of those. Marketing managers conceptualise special event simply to coercively communicate product related sales communications. Normally the advertisements are prepared in such a way that they attract the attention of the intended parties easily. Thoughtfully constructed copy (words/diction of an advertisement), interesting visual or pictures, attractive colours and designs, a uniquely arrived at theme, the central steam of thought, etc. arouse interest of the customers, and help to retain the interest. Persuasive elements of the advertisement drive the customers towards a strong desire to possess the product. This finally leads them toward buying or possessing the product. Professional managers don‘t construe this as the final point in advertising. They proceed for an extra mile to ensure the initial trial becomes a success and ensures repeated clientele.
3. Types of advertising Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on
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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,doors of bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), 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.
Television advertising / Music in advertising
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 US$3.5 million (as of 2012). The majority of television commercials feature a song or jingle that listeners soon relate to the product. 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 exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible.
Infomercials
An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" combining the words "information" & "commercial". 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
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products and their features, and commonly have testimonials from consumers and industry professionals.
Radio advertising Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
Product placements Covert advertising, also known as guerrilla 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
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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. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a
large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.
Billboard advertising
Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on m ain roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
Mobile billboard advertising
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Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies.
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POP — Point Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and instore video displays.
Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.
Street advertising
This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media
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became an affordable and effective tool for getting brand messages out into public spaces.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. 4. Profile of Advertising in India There has been a long tradition of advertising in India since the first newspapers published in India in the 19th Century carried advertising. The first advertising agency was established in 1905, B. Datram and Company, followed by The India-Advertising Company in 1907, the Calcutta Advertising agency in 1909, S.H.Bensen in 1928, J. Walter Thompson Associates through its Indian associate, Hindustan Thompson Associates in 1929, Lintas (Lever International Advertising Services) in 1939 and McCann Erikson in 1956 (Pashpati and Sengupta, 1996). Advertising expenditure in the 1950s was estimated at $US 300,000 (Cutler et al, 1992). Under the more socialist political environment of the 1960s and 1970s there was little incentive for companies to advertise because advertising was not tax deductible. In the 1970s
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there was a 58% growth in the number of registered agencies from 106 in 1969 to 168 in 1979, and this included a growth in Indian agencies. The first advertising appeared on state television in 1976. With the opening of the economy in the 1980s there was a growth in the number of alliances with multinational agencies and an expansion in advertising though foreign network participation in agency ownership was limited. In 1987 Hindustan Thompson was affiliated to J. Walter Thompson. Lintas, the 2nd ranking agency, held only 4% of its subsidiary, as did Ogilvie and Mather. Saatchi and Saatchi/Compton had minority interests in Compton as did Lintas (Pashupati and Sengupta, 1996). A study done in 1984 of the largest companies in India found that the ratio of advertising expenditure to sales had risen from .64 in 1976, to .71 in 1980 to .74 in 1984. Foreign controlled corporations had the dominant share of total advertising expenditure, and 80% of these were in the consumer goods sectors. Advertising was very concentrated with the top 50 advertisers accounting for 80% of the advertising spending and the top 10 advertisers made up 40% of that figure, 32% of the total. The largest advertiser throughout the period was Hindustan Lever, Rs.28.9 million (US$2.77 million) in 1976, Rs. 29.1 million (US$ 2.78 million) in 1980 and Rs. 80.9 million (US$ 7.4 million) in 1984 which was nearly 10% of the advertising budget of the corporate sector companies selected in the study (* figures based on rate10.4Rs to US$1 in 1984, Crowther et al, 1984). Pharmaceutical companies were also significant advertisers at this time (Sachdeva, 1984). Advertising expenditure grew at nearly 15% a year in the 1980s to reach $US 896 million by the end of the decade according to de Mooij (1994: 222). There was a massive expansion in advertising in India in the mid 1990s and increased competition among multinationals made big budgets a necessity. New entrants in the market, for example Samsung, had to spend heavily to raise brand awareness (India Business Intelligence, 1997). Another figure from Zenith Media put expenditure in 1992 at US$415 million (Hargrave-Silk 2002, August 6th). Advertising expenditure in 1996 was US$1052 million and in 2001 US$1748 million, with a slight dip in 1998 after the Asian economic crisis (ibid). These increases are also reflected in per capita growth in the 1990s, though expenditure is still very low
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compared to other countries. In 1990 advertising expenditure per capita was US$.60c (Cutler et al, 1992). In 2000 it had increased to Rs.70.07 or US$1.55 per capita (Euromonitor, 2001A). and by 2002 had reached US$2.1 (International Journal of Advertising, 2002: 287).
5. Advertising strategies The main visual characteristics of outdoor advertising were the use of illustration or text only, with very little photography used except for technical products such as cars (Fiero). Lifestyle advertising featuring people located in environments was rare, though people were often used in a decorative way. I saw only 2 examples using foreign models, one a billboard for Benetton and Celebration cigarettes in Kerala. Some of the advertising for Scissors cigarettes featured males who looked like movie stars, and some of the text was targeted to materialist and upwardly mobile values. Product only advertising dominated the visual imagery. Coke and Pepsi are the most prominent international advertisers using billboard advertising and they did it through illustrations of the product with no lifestyle advertising or foreign referents. Computer advertisements in Kerala also showed the product alone. Most of the text only advertising was smaller but very colourful using primary colours, often painted on the sides of buildings in the countryside. In the small villages small advertisements were everywhere on the tops of shops advertising shops, political parties, health services, cattle feed or local services, always for local products. There was no evidence of saturation strategies used by companies like Coca Cola in other markets.
6. The Targeting of Advertising
Advertising is one of the most important decisions a marketer makes, and media purchasing is the largest element of advertising spending. Ensuring that media is bought effectively and not directed toward the ―wrong people‖ has always been a challenge for marketers. Traditionally, the
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objective in media planning was to minimize wasted advertising by reducing the quantity of advertising sent to consumers who are not active in the category. However, firms can now do much better than reduce advertising to nonusers. They have both the know-how and the means to target advertising to segments of consumers within a market. This ability comes from two key changes in the marketing environment. Today, firms havemuch better information on consumers, their preferences, and their media habits. This is the result of significant improvements in the ability to collect and process consumer-level information. The second change is the fragmentation of existing media (broadcast TV, for example) and a multitude of new advertising media (the Internet, satellite shopping channels, and infomercials). Sophisticated media buying now provides firms with the ability to target specific segments within a market. Because firms need to ensure that marketing spending has impact, it is not surprising that they are increasingly active in the use of targeted advertising.
7. Emerging trends of advertising in corporate sector The emerging trends in the advertising expenditure by India's large corporate bodies to bring out the relative importance of advertising expenditures by the different categories of companies. In order to undertake this exercise, a set of the largest 409 manufacturing companies of the Indian private sector was identified. The set includes only those public limited companies (i) having more than Rs. 1.00 crore risk capital at the end of March, 1984. Out of the total of 428 public limited companies identified on the basis of the above classification, nine companies engaged in electricity, eight in shipping and two in road transport were excluded from the sample. After excluding these 19 companies, our coverage was restricted to 409 companies.The period covered under the study is 1975-76 to 1983-84. The 409 companies identified for this study were grouped under two categories, namely, the consumer goods producing companies, and the non consumer goods producing companies. This identification was carried out on the basis of the Reserve Bank of India's (RBI) use based classification of industries. The companies which could not be strictly classified as consumer goods producers due to their diversified range of production were
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classified as non-consumer goods producers. The non-consumer good producers included the companies producing intermediate goods as well. Based on the RBI classification, there were 164 consumer goods producing companies and 245 non-consumer goods producing companies in our sample. The 409 companies were also classified on the basis of the extent of foreign holding in their equity capital; companies having 10 per cent or more foreign equity were taken to be Foreign Controlled Companies (FCCs).These included the FCCs both registered and not registered under the Monopolies and Restrictive Trade Practices Act (MRTPA). The non- FCCs, i.e. those companies that have an Indian ownership and control were further subdivided into two categories; those registered, and not registered under the MRTPA and were represented as the Indian MRTP companies and the Indian non-MRTP companies. For the purposes of data analysis three reference years, namely, 1975-76, 1979-80 and 1983-84 were selected. For convenience these years will be referred to as 1976, 1980 and 1984 respectively. These marked the beginning, the middle and the end of the period covered under this study. It was expected that since the 409 companies constitute the top crust of the Indian private sector, each one of them would have gone in for company advertisements and the expenditure under this head would be available in their respective Annual Reports. It was, however, found that many of the 409 companies did not report advertisement expenditure as a separate item in their Annual Reports. The number of companies, reporting advertisement expenditure as a separate entry, fell from 210 in 1976 to 200 in 1980 and to only 193 in 1984. The companies not reporting an advertisement expenditure include companies like DCM, WIMCO, Mafatlal, Parke Davis, Geoffrey Manners, General Electric Company of India and many others. Each one of them is a well known advertiser and yet, under one or the other technical reason these companies have not reported any advertisement expenditure. Since out of the total of 409 companies, the number of non reporters is as high as 199 in 1976 and 216 in 1984, our analysis of the trends in advertising is confined only to the companies
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reporting an advertisement expenditure. Table-1 provides the advertisement expenditure and sales turnover of the companies reporting an advertisement expenditure for the three reference years. The advertisement expenditure of these companies grew from Rs.27.71 crores in 1976 to Rs.46.80 crores in 1980 and to Rs. 82.27 crores in 1984. The sales turnover rose from Rs.4,375.61 crores in 1976 to Rs. 6,559.56 crores in 1980, and to Rs. 11,101.87 crores in 1984. The sales turnover registered a growth of 154.77 per cent, and the advertisement expenditure registered a growth of 196.90 per cent during the period of 8 years. If one looks at the average annual rate of growth, the sales turnover registered a growth rate of 19.35 per cent per annum, while the corresponding growth rate for the advertisement expenditure was 24.60 per cent. Considering the distribution of the total advertisement expenditure between the consumer goods producing and the non-consumer goods producing companies, one finds that when the total advertisement expenditure rose from Rs. 27.17 crores in 1976 to Rs. 82.27 crores in 1984, the expenditure by the consumer goods producing companies alone rose from Rs.22.41 crores to Rs. 66.34 crores over the 1976-84 span.
8. Emerging trends in Lifestyle Advertising
Lifestyles and lifestyle values globally have many common factors other than the effect of cultural and religious orientation of individuals within a particular society. With the development of lifestyle segmentation and the use of such segmentation for advertising and marketing, there is emerging a perspective on lifestyle advertising. We attempt here to discuss and develop the case for lifestyle advertising, proposing basic variables associated with lifestyle advertising or the drivers of lifestyle advertising and define how lifestyle advertising can standardize concept development in advertising practice. The emergence of lifestyle segmentation that allowed marketers to look at global consumers as a heterogeneous group of individuals has evolved into the advertising practices around the world where today lifestyle advertising takes the same segmentation as a basis for the development of
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campaigns and content. ―Lifestyle‖, as a word was first coined by Alfred Adler in 1929, a Freudian psychiatrist, giving it the meaning of ―a person‘s basic ... reactions and behaviour‖.
Danial Czitrom and David Marc (1985) provide a trace to the popularity of lifestyle to 1960s, when several lifestyles became known to individuals and groups, including; gay lifestyle, communal life style, student and youth lifestyle, all forming the new ―alternative lifestyles‖ the world still observes. The originality of the word was somewhat lost during the transformation and introduction of the alternative lifestyles, focusing more on being part of a more Hollywood lifestyle, observed by celebrities, and followed by masses. The common ground established by means of understanding the lifestyle similarities of individuals and audiences should be used as a basis for global lifestyle marketing, with customisation on aspects of culture and religious orientation of the target country. In doing so the idea behind the concept development would remain the same as the target audiences would be based on lifestyle segmentation allowing for lesser time in developing advertisements that cater for a larger target audiences and are easier to implement by means of building upon the same concept and idea as that of the original or country of origin audience. We have demonstrated here that the use of lifestyle segmentation in marketing allows for us to use the basis of such in developing lifestyle advertising. We propose that lifestyle advertising can allow standardisation on the forefront of idea generation and creative concept which further would be tweaked according to cultural and religious value systems of different countries and society. The acceptance of basic lifestyle values all over the World allows for such a technique to be employed by Advertising and Marketing Agencies and practitioners. Framework of Lifestyle advertising would be based on the following principle of three sets of independent variables:
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individual life style
• •
•
Group life style
cultural & religious lifestyle
Individual Lifestyle
Group Lifestyle
Cultural & Religious Lifestyle
•
• • •
what you are where you want to be how the group has formed how the group is transforming social acceptance cultural integration religious adaptation
Lifestyle Advertising therefore is “Communication by means of different media’s with that is personal in nature as it focuses on the way of living or projected image of an individual, or target audience, but remains nonpersonal when looked against standardisation of all audienc es as not being independent in thought and reception”. On understanding the implications and the uses and its effects of lifestyle advertising there needs to be conducted further research on areas of:
Lifestyle Advertising Effects
Analysis of Lifestyle Advertising Appeal
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Framework for development of Lifestyle advertising
Lifestyle creative strategy
9. Emerging Trend In Online Advertising The online advertisement is here to stay for a long time with us. Current trends indicate the TV viewers are moving away from the box and entertain themselves in online. Searching for information is better suites the folks than to switch through the channels. Online media advertising is one of the upcoming and growing segments in Indian
advertisement sector. Internet is one such medium which is accessible by anyone and everyone and that too in any part of the country. This is the reason why online media advertising is catching up with the audience. With its vast accessibility and reach it is easy to reach millions of users at one go. Seeing this latest fad we can say that India is certainly experiencing online media advertising boom. Sensing its reach and importance many online business publications or magazines have taken online media advertising as a hot topic and keep a close look at the changing trend. Being the newest and hottest field online media advertising has become the talk of the town. According to the experts this new advertising mode carries a lot of potential and will surely rake the moolahs. Also they think that online media advertising is in a transition period and soon it will outshine other media with its reach and sustainability. Various publications are keeping a close look on it and exchange4media is one of them. exchange4media is one of the upcoming magazines which are keeping a close eye on the
changing trends in online media advertising. With Indian market and economy opening up online media advertising will surely be expanding its wings. Lately a positive and encouraging growth has been witnessed in the number of businesses and the way business was popularized has now
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been completely changed. People now prefer to popularize or publicize their business online as this decision is backed by certain benefits. exchange4media is keeping a close eye on online media advertising and simultaneously keep informing the user about the latest changes occurring in it. By this user can redefine or set his goals for maximum benefits. This media magazine provides up to date information about the changing and emerging trends in online media advertising and also keep a track of them. exchange4media has online media advertising as one of its focal areas and keeps noting the changes occurring in it. Online media advertising is a hot fad and exchange4media carries latest news and views and analyses about this fast emerging medium. Thus, if you are new to the business and looking for more ways to popularize your business then online media advertising is best for you. Therefore for more information on online media advertising, advertising and marketing services, Indian advertising agency and Internet advertising. There are following Emerging Trends for Online Advertising:
Real time = Real Opportunities:
The digital advertising space will evolve quickly around real time response for everything. (Analytics, Targeting, Optimization, Creative, Social Monitoring, Content Creation, Publishing) and will push M&A activity in the industry especially during the second half of the year as leadership is established by some of the emerging solution providers in the space. It won‘t be ―The Matrix‖ online but it will have an interesting side affect, fewer ads mixed in with the targeted content. Spam ad formats will be pushed out
due
to
more
effective
integrated
solutions.
Social
status
stream
ads
(Twitter/Facebook) will take the place of advertiser spam, momentarily, until the social scene revolts and new ad blocking tools are developed for that purpose.
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Add formats are a changing:
Already an IAB and Bain study states that media/publishing companies need to offer more compelling advertising slots than the standard ones that are available through most ad networks.
Publishers take control:
More publishers will take direct control over their site advertising (AOL, CBS) – they will control the access to their audience and force advertisers to pay more for access to these users and/or users will have to pay something for ―premium content‖ on top publisher sites. To support this publishers will need to invest in tools and people to deliver
content
centric
advertising
including
analytics,
optimization,
privacy
management, and content campaign management. Vendors, can you say ―Digital Agencies‖ , will appear to service publishers in this capacity.
Optimize or else!
Advertisers will stop paying for any display advertising that isn‘t optimized or targeted pushing out any ad solution that doesn‘t already have abilities flexible support for
optimization of content through strong targeting capabilities.
Privacy Impact :
Behavioral targeting will continue to have challenges to its adoption by Privacy experts and lawmakers. Targeting solutions will evolve; all will adapt to allow opt-in or management of privacy settings to the individual consumers to counter the push for banning. This will lead to additional product and services that allow management of the privacy settings.
Less means more.
Agencies will consolidate as the financial pressure of the switch to digital pushes some more traditional companies out. Those who have the resources to buy smaller digital agencies to stay competitive will grow.
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Real Time = Real Issues.
The switch to real time will undergo significant turmoil in the New Year as promising early stage technology leaders learn tough lessons on what being real time means to brands and advertising campaigns. The industry will undergo a major shift in approach as this technology evolves and best practices are developed.
Social investment will wane:
As a DIY mentality will push out vendors who are focused on social app development, widgets, and Facebook/Twitter experiences. Vendors focused on social analytics and messaging management will gain further traction. Ecommerce on social sites will have mixed results in the New Year as members of social sites determine what they are willing to do within a social network setting.
Content is king! Again:
It always was king from marketing perspective good content draws eyeballs which why we buy media. Now advertisers are learning that if they are going to have any strategy for marketing their brand moving forward it needs to start with a solid content strategy and a calendar that is more editorial in focus. This editorial calendar integrated with a seasonal media buy calendar will help push more dollars online as campaigns demonstrate effectiveness that will be measured through metrics that mirror TV rather than current online metrics.
10. Emerging Trends Advertising in Rural Areas
Wall painting
Wall Paintings are an effective and economical medium for advertising in rural areas. They are silent unlike traditional theatre .A speech or film comes to an end, but wall painting stays as long as the weather allows it to. Retailer normally welcomes paintings of their shops, walls, and name boards. Since it makes the shop look cleaner and better.
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Their shops look alluring and stand out among other outlets. Besides rural households shopkeepers and panchayats do not except any payment, for their wall to be painted with product messages. To get one's wall painted with the product messages is seemed as a status symbol. The greatest advantage of the medium is the power of the picture completed with its local touch। The images used have a strong emotional association with the surrounding, a feat impossible for even a moving visual medium like television which must use general image to cater to greatest number of viewers.A good wall painting must meet some criteria to generate awareness and remind consumer about the brand. The wall should :The most frequented shops can be painted from inside also one feet above the ground level. It is courteous to take the verbal permission of owner. The permission is normally given However by taking the permission of the rural retailers or house owners, one gets the owner morally committed to taking care of wall painting The message should be simple, direct and clear. A definite way of arresting is to use bright colors and these do not fade away easily a good paint will survive the ravages of dust, sand and rainstorms for about three years Paintings must be taken after rainfall. It should be peaked up during the festival and post harvest season. To derive maximum mileage their usage needs to be planned meticulously.
Rural mobile van
The wastage of conventional media is often masked by statistics of coverage based on published data on reach. In reality, the actual reach of conventional media in the rural segment is very low and there fore cost-ineffective. This is particularly true of print media – viz newspapers and magazines; Female readership of the print media is low even in the urban market: in rural market, it is virtually negligible. The reach of TV in the rural segment is limited and largely restricted to Black & White sets. In addition to clutter, the viewer is subject to vagaries in power
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supply in the rural environment leading rural marketers have depended a great deal on outdoor media, particularly wall painting. With a limitation of visual communication MIS believes this medium is basically unreliable and messages are often over- painted with other messages almost immediately.
It is also important to consider the state of the mind when messages are beamed to a target segment. In conventional media, your message will be one of several messages received, often barely subliminally by the viewer/reader. The video van is a medium that reaches the target segment and has his/her undivided attention and more so provides an opportunity for 2 way communications. An opportunity to create a multi media blitz for the product and highly focused advertising targeted at the interior village consumer.
MOBILE VIDEO VANS- MODULATES of OPERATIONVAN WORKING: A Video van covers 2 /3 villages in a day to cover up to 22 to 78 villages in one route cycle of 26 operating days. 2/3 shows are screened on each operating day. One shows in the day time and one show after undown through 21‖ colour TV or projection on 100‖
screen. Each show is one hour in duration consisting of film songs, dialogs & dharmik serials interspersed with advertising time.Shows are preceded by day time activity to include extensive audio publicity coupled with distribution of printed publicity materials, sport sales, retailing, merchandising, Attractive games and market survey can also be conducted during the day time.
OPERATING SCHEDULES: The operating schedules along with the detailed route plane is finalized at least 15 days before commencement. Route plane specifies movement of a mobile video van for one cycle of 26 operating days.
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EQUIPMENT & PERSONNEL: Each video van has a colour TV/ PROJECTION System consisting of a VCD/VCR, audio support system with cassette player, microphone, horns / Sound box, an on-board self generating UPS system or a genset for power supply. A crew of 3 trained personnel consisting of a van supervisor, an equipment operator and a driver com helper. A megaphone is provided with the van to facility audio publicity. MOBILE HOARDING: Hoarding space available on sides of the video vans is utilized to paint your advertising message or product visual. MONITERING AND CONTROL: Daily feedback reports are prepared for each show are submitted on weekly basis and the monthly reports are completion of each van cycle. Internal inspections are conducted regularly to keep checks on proper functioning of the equipment and personnel. MAINTENANCE: Video vans operate on continuous basis. Maintenance of the equipment is done on board. Schedules of preventive maintenance of the van are intimated in advance to ensure minimal disruption in the publicity program. Van crew and software are replaced on board without disruption to program. ALTERNATES IN MOBILE VIDEO VANS: The options are video vans in form of matador and those vans built on LCV chassis. In both case the projection is done on 100‖ screens. LCV vans have a collapsible screen
fixed on the rear side of the van. Matadors have a portable screen structure operation of Matadors provides the flexibility to position the van in interior of villages, which is rendered inaccessible to LCV vans because of narrow approach roads and multiple overhang structures. LCVs offer a larger hoarding space Matadors while having. A smaller hoarding space can move through a village for audio publicity obviating the need for a moped. This movement enhances van publicity to the target segment and offset
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reduction in hoarding space. It also increases efficacy of audio publicity towards garnering consumer participation in van activities.
11.Emerging trends in social network advertising Social network advertising is a term that is used to describe a form of Online advertising that
focuses on social networking sites. One of the major benefits of advertising on a social networking site (facebook, myspace, friendster, bebo, orkut...and many others) is that advertisers can take advantage of the users demographic information and target their ads appropriately. eMarketer predicts that $2 Billion will be spent this year (2008) on social network advertising worldwide and that this market will continue to grow - reaching $3.8 billion in spending by 2011. However, a large portion of this spending is predicted to be coming from the US market. As Internet usage continues to grow in other parts of the world, and social networks continue to proliferate, advertising dollars on social networking sites outside of the US will begin to play a major role. There have been many claims that Social Network Advertising will revolutionize the online advertising market. Most famously, founder of facebook Mark Zuckerberg, announced that "For the last hundred years media has been pushed out to people, but now marketers are going to be a part of the conversation." No doubt social network advertising is a significant new way of reaching customers, but the market is far from being mature. "In general, it's been improving but we still have a long way to go. Things have been going well this year...it's hard to predict where social networking will come out." - Sergey Brin (Google CoFounder). There are three major classifications of Social Network Advertising:
Direct Advertising that is based on your network of friends - This can be the most
effective format but also causes the most controversy. An example is the Facebook beacon project. Based on an action your friend has taken, you might see a message in your news
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feed saying 'Bob has just bought a 'RadioHead CD from MusicWorld'. This can be an extremely effective mode as often people make decisions to purchase something or do something based on their close group of friends. However, there is also a lot of controversy surrounding this as it can be considered exploiting the personal relationships you have with your friends and also raises privacy concerns.
Direct Advertising placed on your social networking site - This is a more traditional form
of web advertising that is minimally effective. Just like you see banner ads on many other sites, this is a similar concept, except on a social networking site. You can see these - for example - as a brick in the top right of MySpace pages, or as a banner on the left of Facebook profiles and so on. There are two differences however - One is that these social networks can take advantage of demographic data on your profile and hence target the ad directly to you. Secondly, these types of ads can also be placed by individual developers on their application pages through ad networks. They have access to the same data and can generate income for application developers giving them further motivation to create apps and giving advertisers a more engaging way to reach out to these social networking users.
Indirect Advertising by creating 'groups' or 'pages' - This is an innovative marketing
technique in which a company will create a 'page' or 'group' that users can choose to join. They will use this to build up 'subscribers' or 'fans' and use this to market a contest, a new product, or simply just to increase brand awareness. These groups can quickly grow in numbers of subscribers which can become a very effective marketing tool.
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12.CONCLUTION The whole purpose of advertising is to sell products or ideas, so the massive expansion of foreign companies and advertising, whether coming from overseas or created in India, has meant the massive expansion of the sales of foreign products. The liberalisation of the Indian economy in the early 1990s has led to the accelerated entry of foreign business and foreign advertising agencies to sell the products of foreign products to the vast potential Indian market of over a billion people. Though there are approximately about 25% living at or below the poverty line, the expanding potential markets represented by those above the poverty line number hundreds of millions for low priced repeat purchase consumer goods, and many millions for those able to purchase consumer durables and luxury goods. Advertisers are using considerable ingenuity to develop strategies to enter these markets. In the early 1990s there were Indian advertising companies in the profile of top advertising agencies but by the end of the decade most had made strategic alliances with foreign agencies. There was a concentration in revenue, both in products, companies, (HLL being the largest company and the greatest spender on advertising), and in the fact that 25 agencies accounted for 75% of the advertising revenue in India in 1999 (Srinivas, 1999). The major competition is in the low end of the market between the cola giants, the personal products and soap markets but there is also an expanding market for electronics, consumer durables and services amongst ‗the consuming classes‘. Television and satellite television has
been eroding the market dominance of print advertising in the 1990s, but print is still the largest source of media, including newspapers and magazines, which have expanded considerably in the 1990s. Advertising in the 1990s focused on the Hindi and English speaking population via television and print, which was predominantly, educated, urban and middle class. In the 2000s however, major companies have been using strategies to other markets, such as the rural and village market (70% of the population), and the internet user teenage market.
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These increases in advertising expenditure and the promotion of foreign products have impacts on culture, through the undermining of traditional habits and behaviours, the creation of new wants and desires, often for products like softdrinks that have no nutritional benefit, and also by strategies that rework cultural values and beliefs. The roles of men, women and children are changing, traditional places within home and family, concepts of beauty, identity and personal cleanliness are undergoing major change. The overall impact of massive increases of foreign company advertising is the acceleration of India into the culture and ideology of consumerism, the expansion of foreign businesses into India and the export of profits to foreign corporations.
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13.REFERENCES
1. www.wikipedia.com
2. http://behavioraltargeting.biz/emerging-trends-in-online-advertising/
3. www.neoadvertising.com/.../2011/.../2011-MAGNAGLOBAL-Adver...
4. www.instantshift.com/2011/03/22/the-latest-trends-in-web-design/
5. www.eturbonews.com/.../understanding-emerging-trend
6. www.masternewmedia.org/online-advertising-future-trends-2011
7. www.armoredpenguin.com/crossword/.../2011.09/ . 8. http://en.wikipedia.org/wiki/Social_network_advertising 9. http://www.ruraladvertising.blogspot.in/ 10.www.exchange4media.com/.../Latest-Online-Media-Advertising-Tren
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