Ambient advertisingassignment assignment

The over-exposure has killed the effectiveness of the advertising, and that’s the harsh truth. So how bad really is this “ over-exposure” to advertising? Consider this, on an average a regular current affairs weekly has about 18-20 full page advertisements in a 70 odd page magazine, not counting the pullouts, cover pages, part-page adverts, “ special features” et al. That’s nearly 30% of the magazine space! This number jumps, understandably, to over 40% for a lifestyle/fashion magazine. Television advertisement figures tell a similar story.

In 2007, the total ad duration was 4006 lakh seconds (The Marketing Whitebook 2009-10), up 31% from 2006 figures. The advertisement clutter reached new highs and still going up. To gauge consumer immunity towards regular advertising, we conducted an online survey regarding their attitude regarding advertising. The numbers that came in were hardly surprising. 20% of the respondents always switched channels during the ad breaks, 38% switched 8 times out of 10 and 30% changed the channel 5-6 times out of 10. What does this translate to?

No celebrities here to come to the rescue. Because of this creative quotient, ambient Advertising has an added advantage. Makes a marketer’s life tougher, but comes with its own rewards. And as can be concluded from our survey, consumers want creative advertisement, something Ambient advertising promises on and delivers. Our survey also contained questions about responses towards ambient advertising. The findings are very positive to say the least, with nearly 75% responders giving it a good or better rating! Full

A tool, for Guerrilla Marketing Invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget, Guerrilla Marketing campaigns soon became a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. Ambient advertising can be called as a chassis of Guerrilla form of marketing. We usually use the word “ ambient”, which means it’s out there in the world, not in a frame, to better explain the context of Guerrilla marketing in a slightly lower tone.

The overwhelming responses generated proved advertising used for good not evil. Ambient Advertising, the future in it So what’s Ambient Advertising’s future? Is it going to grow from strength to strength or get shelved somewhere in the archives of advertising history? Many experts believe ambient advertising is working as a sort of self-destructive mechanism, that is to say as more and more of the unique, unconventional media become commonplace and mainstream, faster is the loss of WOW factor of these advertisements and thus leading to an eventual death.

That to some extent is true, as seen in the case of buses and taxis being used for advertising, a unique idea maybe a decade ago, now a totally mainstream advertising medium. But is really the case with other ambient media? How is it ever possible that egg carton or bathroom stall or painted sidewalks ever going to become mainstream! And if a medium does become regular and commonplace, the idea, the content and the delivery of the advertisements is still going to keep ambient advertising alive. True, there are many limitations to ambient advertising and this form of advertising can never take place of mainstream form.

These adverts can be subtle yet be sending out very powerful message at the same time, especially in case of social marketing. All this however needs to carefully scripted so as to not let any nuisance factor come into play in the consumers’ minds. The Final Conclusion To conclude it all, after all the fact finding and researching points to us that, even though many experts would disagree, Ambient Advertising has quite some time to go before it can be relegated to trash bins of time.

This especially is true in emerging markets like India, where it a relatively a new phenomenon and has a great potential. Large cities of India, China are great canvas boards for the advertisers of these fields to draw into. As more and more of the biggies like Nike, Coca-Cola, Vodafone, Kellogg’s and the like spend bigger bucks into this form of advertising, there is one conclusion to draw out, that Ambient Advertising is here to stay.