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NonTraditional Marketing

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E.g. Sony Ericsson Fake tourist' campaigns. Placement-Transparency Map. Transparent Sponsorship ... Sony-Ericsson. Fake tourist' Product placement. on a TV ... – PowerPoint PPT presentation

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Title: NonTraditional Marketing


1
Non-Traditional Marketing
  • Dr. Amit Joshi

2
Why Non-Traditional?
  • Ad-saturation
  • Growing negativity towards advertising
  • 65 feel too many messages
  • 69 interested in mechanisms that block
    advertising completely!
  • Yankelovich Partners, Inc

3
Think Different!
  • Hence, marketers need to be more inventive with
    respect to timing, placement and message.
  • Non-Traditional Marketing, a.k.a.
  • Guerilla Marketing
  • Buzz Marketing
  • Grassroots Marketing

4
  • Easier to think of NTM in terms of 2 dimensions
  • Placement
  • Transparency
  • Placement refers to the physical placement of the
    ad
  • Transparency refers to the extent to which
    sponsorship is apparent to the consumer

5
Placement Traditional
  • Traditional Media
  • Newspapers, Magazines, TV..
  • This type of media has numerous advantages
  • Established methods for creating ads for these
    media
  • Systems in place for media buying
  • There exist measurement systems to gauge
    effectiveness

6
But
  • Traditional Media is crowded
  • No element of surprise
  • Growing cynicism and lack of faith in traditional
    ads

7
Placement Non Traditional
  • Innovation in placement dimension
  • The more unlikely or disruptive the placement,
    the more likely it is to capture peoples
    attention.
  • Evian swimming pool
  • Ordering Dominos Pizza while gaming
  • But remember, what is non-traditional today may
    soon become traditional!

8
Transparency
  • Normal Scenario consumers are fully aware of
    that they are being exposed to a paid advertising
    message
  • Since it may be tough to get through to
    consumers, you may need
  • Superior creative content (eg Apple, Budweiser)
  • Massive advertising budgets to allow for multiple
    exposure

9
Concealed Ads
  • Marketers may deliberately conceal sponsorship.
  • Consumers may be totally unaware that they are
    being exposed to an ad.
  • This is basically deception!
  • May often have a negative impact if discovered.
    E.g. Sony Ericsson Fake tourist campaigns

10
Placement-Transparency Map
Transparent Sponsorship
Non-Traditional Placement
Traditional Placement
Concealed Sponsorship
11
Placement-Transparency Map
Transparent Sponsorship
MSN Butterfly
Typical 30- Sec TV ad
Evian at bottom of swimming pool
Non-Traditional Placement
Traditional Placement
McDonalds Sims Product placement
Product placement on a TV show
Sony-Ericsson Fake tourist
Concealed Sponsorship
12
Notes on NTM
  • NTM is typically opportunistic in nature
  • NTM is generally used for customer acquisition,
    not for retention
  • If not correctly implemented, NTM will backfire
    badly may increase suspicions towards a company
  • Most NTM campaigns are innovative along either
    the placement or transparency dimension
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