Part of being a creative is too look at things a bit oddly to see a different perspective on any situation. In fact being a creative demands it, and to bring out the perspective you have discovered into the light so others can see it, takes a another special set of skills. And the discovery of advertising for revenue generation has been the biggest revelation in the industry. Today there are many platforms that one can take in order to optimize your advertising strategy, which could be part of your brand strategy or your marketing strategy. The most popular advertising platform is television, then radio, print media, bill board, and the new kid on the block, digital marketing.
Starting with television advertising and will write about others next Thursday, businesses globally pay big bucks ensuring the right kind of advert is placed in right piece of advertising property based on the PVT/PUT stats. And these stats determine the price of that slot (based on the Average Quarter-hour rating) and the longer your advert is in the hottest slot, which in South Africa is between 17:30 to 21:30 the higher the price. So it is the duty of the marketer to come up with specific types of advert that distracts the viewer, send a clear message and engages the viewer emotionally to purchase the product. This should be done in a matter of seconds, viewers no longer have the patience to view long and meaningless ads.
And this kind of advertising runs simulcast in other platforms, for example a magazine also has hot slots that one can choose to advertise on an these slots are higher in price as well, depending on the page you choose your advert to appear. The point I am trying to get through is that advertising has become a monster and a billion dollar industry. It is just one of the many ways that businesses advertise their products, especially consumer products. And this article looks to address the benefits of this type of advertising.
Brands all over the world are using their marketing budgets very creatively. I will make an example. Samsung still does a lot of television ads, but they are smart to sponsor a football team like Chelsea football club in England. They are able to achieve a couple of objectives, a soccer match is at least 90 minutes of un-interrupted action, and constantly you will see the Samsung logo on the shirts of the players. And unconsciously, when you start seeing Samsung elsewhere, you are quick to warm up to the brand because you see it almost three times a week for 270 minutes. That is a fraction of the amount compared to placing an ad during the time the football is on, and this is done on different platforms. This saves a brand like Samsung the headache of Pre-emptions and other pitfalls that might haunt them later.
There are a number of factors that the calculations are made, when the football team is playing, ,television coverage and the number of supporters. And this kind of strategy we like to call the bandwagon strategy. When you advertise a product using the bandwagon strategy, people are most likely to buy the product not because they need it, but because they are afraid of being left out. And this strategy has been generating income for the companies, especially the informational industry. This enables marketers to determine how much the space on the T-shirt or the relevant platform is worth, and the price will determine whether the company logo will be on the chest or the arm or prime-time or housewife-time.
Other ways to attract advertising is exactly how the Los Angeles Galaxy, an MLS soccer team. They attracted advertisers by recruiting David Beckham to play for them. David Beckham is the first global football rockstar, he is the most popular figure in football's history, and he, by himself attracts a lot of businesses to David Beckham "The Brand." So when the LA Galaxy signed him, it was easy to attract 3 or 4 sponsors who can use his popularity status, to promote their brands. And can you imagine how many businesses including Enlyne Branding would pay big money to have a picture of David Beckham wearing a shirt with their logo on it. And marketer use this as a leverage to earn big income, not only for themselves, but for their clients.
Businesses are obviously seeing the benefit of advertising across all media platforms and if they all did not do the job, we would be seeing less and less of it, but it seems like all types of advertising are still relevant cause we see more and more of it. And the benefit is ensuring that the brand is recognized and most importantly trusted, and the ways to put this message across is getting more and more creative on a daily basis.
Next week I will continue with advertising, because I have barely scratched the surface on the topic.
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