ASSIGNMENT ON ADVERTISEMENT & SALES PROMOTION

ROLE OF TECHNOLOGY IN ADVERTISING

SUBMITTED BY:- SUBMITTED TO:-

NIRAJ KUMAR PROF. SAI GANESH

(PGDMA1129)

DAYANANDA SAGAR BUSIENESS SCHOOL

KUMARSWAMY LAYOUT

BANGALORE-560078

The Role of Technology in Advertising

INRODUCTION

I have long thought that the advertising industry could become more efficient and that ‘creativity’ is a smaller part of the value to clients than many ad executives think. It feels to me like this is like arguing for the benefit of hand made goods in the face of competition from mass production.

What technology might do is break the link between creative services and media buying. That would open up some interesting opportunities for new types of online market place and mass collaboration platforms.

Technology:-

Keep up-to-date on trends in manufacturing technology, including the latest developments in information technology (IT), big data, automation, robotics, digital tools and other emerging technologies. Also find news, trends and analysis of manufacturing software, including ERP, MRP, MES, etc., and best practice case studies about companies and executives who have leveraged technology to achieve a competitive advantage.

Technology in Creating Advertisemnet:-

http://www.hongkiat.com/blog/vintage-advertisement-of-modern-technology/

10 Quick Steps to Creating a Facebook Ad Campaign

Facebook can be a logical place to experiment with paid advertising

without the risky investment of a lot of time and money. The social

media giant offers an easy way for even the smallest companies to

quickly start a targeted ad campaign, displaying business content to

Facebook users while they browse the site. Businesses can, for instance,

create ads to direct new fans to a Facebook page, ensure that more users

see certain posts or send viewers to their websites.

As with most pay-per-click campaigns, businesses set a budget for how

much they are willing to spend over a set period. Costs run the gamut,

but on average, clicks can cost less than $1 each, depending on whom

you are targeting.

These campaigns are easier to monitor than complex pay-per-click

search engine marketing because they require much less day-to-day

tinkering. They also are less expensive than traditional media ad buys.

Done properly, Facebook ads can drive fans to your page and viewers to

your website -- and most important, create new customers.

Log into your personal Facebook account.

To get started, log into Facebook and go to the page called Advertise on Facebook by clicking Create an Ad in the dropdown menu next to the Home button. This is in the upper right-hand corner of the main Facebook news feed screen.

Businesses don't actually need a Facebook page to advertise on the site, but the owner or whoever is managing advertising needs a personal account to create, manage and pay for ads. However, ads don't link to personal profiles. 

Decide what to advertise.

Next, Facebook wants to know what your ad should link to. You can send users to a specific website, such as a company blog. You also can direct users to a company Facebook page or promote other pages you or your business has created on Facebook, such as events or places. 

Pick an advertising goal.

Once you've selected where your ad should link to, decide what you want to accomplish. If you want to build your social media presence by driving fans to a Facebook page, select Get More Likes. If you want to promote specific content on Facebook such as a blog post, select Promote Page Posts.

If you want to drive traffic to a website, click See Advanced Options. All these options are worth experimenting with, but for this demo we will focus on advertising a website. 

Design the ad.

Now, it's time to start designing. Facebook ads consist of a simple 25-character headline and a 90-character description, plus a thumbnail photograph. Facebook automatically suggests these, but it's usually better to rewrite them for your intended audience. These can be updated in real-time, so don't be afraid of trial and error.

The site displays images at 100 by 72 pixels, so be sure to use a photo that will still be clear even when it's displayed in a smaller format.

Facebook recommends your image be at least this size, although the site automatically resizes images for you.

Facebook has a lengthy set of advertising standards related to what you can and cannot post. For example, ads can't refer to a potential customer's financial status. So before you write any copy, be sure to refer to the site's advertising guidelines.  Target the ad.

You can narrow your ad's audience by targeting specific users. You can micro-target by location down to specific zip codes, then by age, gender and interests. In advanced options, you can segment by relationship status, languages spoken, college attended, workplace or just your own fans. By a process of trial and error, you can whittle down your audience from Facebook's roughly 167 million users in the U.S. to as few as 20 people, if your marketing goal is to target specific decision-makers.

Set name, pricing and schedule.

Next, it's time to name your campaign, and then set your budget and schedule. The name should be distinct, perhaps something related to whom you are targeting. A simple descriptor, such as "college grads," can be effective as long as it helps keep you organized.

Then, tell Facebook how much money you are willing to spend. This can either be a daily budget or a lump sum of total spending while the ad runs. Payment is either per click -- you pay every time someone clicks your ad -- or per thousand impressions -- you pay every time one thousand people see the ad. You can set ads to run continuously or through a specific date and time. 

Pay for the ad.

After submitting your first ad, Facebook will prompt you for payment information -- credit card, direct debit, PayPal or a Facebook Ad coupon. Billing is monthly. Facebook can hold your ad, usually for about a day, so it can approve its content. 

Monitor your campaign.

Now that your campaign is up and running, you'll want to follow its progress by using the Ads Manager tool, accessed from the left-hand side of your personal Facebook account. The ads manager shows detailed information about your campaigns, including budget, spending and schedule.

Clicking an ad campaign will take you to a dashboard with even more information, including a series of charts and performance metrics. From here you can view how many people have viewed your ad, how often it shows up in news feeds, number of clicks and click-through rates. The two most important metrics are clicks -- what you're paying for -- and actions, which show that people are interacting with your ad. 

Generate a report.

You can export reports from the Reports tab in the ads manager. These are spreadsheets or HTML files that can be used to assess and compare ads. This critical function provides intricate data that offers enterprise-level insight into an ad campaign, such as the demographics of people who are clicking on your ads or the amount of time between when a user clicks on an ad and likes a page. 

Manage your ads and tweak as you go.

If an ad is underperforming, change its attributes by selecting the campaign it belongs to and then clicking on the specific ad. You can edit the text, increase or decrease your bid, or adjust the target audience.

You also can use your successful ads as templates by clicking, Create a Similar Ad in the editor. This will launch a new Create an Ad page with settings pre-selected.

Email: the Next Social Media Advancement?

With the anticipation that Facebook is going to announce its move into an email application, it seems rather ironic that one of the oldest forms of social media has come full circle to be the next “new thing.” This is an attempt to kill two birds with one stone: 1) make email more social; and 2) make a run to take down Gmail as the current email goliath.

It will be interesting to see how people feel about their email being prioritized by level of engagement with other “emailees” as opposed to other, more traditional sorting like date, address, etc. It will also be interesting to see what social functions will be added and how they will change how businesses use email.

In the shadow of this technological advancement, it’s a good time to evaluate how your business is presently using your email client. Five questions come to mind:

1) Do you have a mechanism (like an opt-in box) on your website’s landing page (you have a website, right?) that allows others to subscribe to a newsletter, series of lessons, ebook, white paper, or other electronic product?

2) Do you connect that mechanism to an autoresponder to record subscribers’ contact information in return for free content that will provide useful help to them?

3) Does your autoresponder company offer high deliverability of messages, segmentation, and overall ease of use?

4) Are the emails in your autoresponder series evergreen (contain information that won’t “date” itself and its value be indefinite)?

5) Do you use email to communicate personally and effectively with inquiries, consumers, and clients?

Today’s takeaway? To examine what you, your consumers, and customers are doing NOW with email so you can be ready to seize the opportunities it presents as the next social media frontier.

Topline Report on 2012 Social Media & Advancement Research :-

The third annual Survey of Social Media in Advancement, conducted by mStoner in partnership with the Council for Advancement and Support of Education (CASE) and Slover Linett Strategies. This document contains demographic data from respondents and a raft of tables and data.

This study, which focuses on how institutions manage social media activities related to advancement, was designed and conducted by Slover Linett. The 2012 survey was distributed to CASE members in the US and abroad. Most are college and university professionals working in advancement, development, marketing, alumni relations, and other areas. This year’s response was the largest to date, with 1,187 respondents.

We’re working with our partners there and at CASE on a white paper to be released in July. The white paper will provide a look at deeper some of these results, with a strong focus on how institutions are using social media in campaigns. Half the institutions that responded are using social media channels as an integral part of campaigns, with outcomes that range from boosting attendance at events to raising money. We’ll include about half-a-dozen case studies of campaigns in the white paper.

In addition, the findings offer a view into the practices that the top 25 per cent of respondents are using to achieve success in their social media activities. Here are some factors that contribute to their success:

Having a plan: Institutions are more likely to see success if they have specific goals, developed policies and act with focus when using social media tools.

Being supported: Institutional buy-in, in-house expertise and departmental control of social media efforts all contribute to feelings of success. More staffing doesn’t hurt either.

Thinking outside the box: Going beyond just Facebook (incorporating Twitter, Flickr, YouTube, blogs, etc.) and targeting audiences other than students (including media, employers, guidance counselors and parents) also lead to success with social media.

Avoidance of Advertising in Social Networking Sites

Technology has provided consumers with the means to control and edit the information that they receive and share effectively, especially in the online environment. Although previous studies have investigated advertising avoidance in traditional media and on the Internet, there has been little investigation of advertising on social networking sites. This exploratory study examines the antecedents of advertising avoidance on online social networking sites, leading to the development of a model. The model suggests that advertising in the online social networking environment is more likely to be avoided if the user has expectations of a negative experience, the advertising is not relevant to the user, the user is skeptical toward the advertising message, or the consumer is skeptical toward the advertising medium.

Keywords: advertising avoidance, online social networking sites, teenagers

Introduction

Increasing clutter and media fragmentation now expose consumers to thousands of commercial messages every day (Gritten 2007). These messages arrive not only from traditional media, such as television and newspaper, but through guerrilla media campaigns, subviral marketing online, brand installation, and consumer-generated media such as blogs, podcasts, and online social networking sites (Gritten 2007; Schultz 2006a). As a consequence, consumers have increasingly become the editors of information, empowered by technology to avoid both content and advertising messages that do not interest them (Gritten 2007).

Although avoidance of advertising is a well-researched topic, it has only recently been studied in the online environment (Cho and Cheon 2004; Grant 2005) and never specifically in online social networking sites. Thus, our purpose is to explore teenagers' attitudes toward advertising in the online social networking environment, whether avoidance tactics are employed, and which tactics are used. This effort is significant because little is known about how advertising, designed as a mass media tool, might reinvent itself in the personal spaces of teenagers. The reaction of teenagers to both the medium and the message is worthy of exploration, owing to their early adopter attitude and behavior (Tufte 2003). For example, in Australia, 70% of girls and 50% of boys, aged 14 to 17 years, have a MySpace site (Australian Communications and Media Authority 2007). Furthermore, an examination of teenagers' usage of such sites and advertising avoidance may provide guidelines for the transformation of advertising in social media.

Attitude Toward Advertising and Advertising Avoidance

Attitude toward advertising has been a major focus of research across time (e.g., Dutta-Bergman 2006; Homer 2006; Homer and Yoon 1992; Mehta 2000; Shavitt, Lowrey, and Haefner 1998; Speck and Elliott 1997). These studies report consumer distrust of advertising (Shavitt, Lowrey, and Haefner 1998) and strong inclinations toward advertising avoidance. Consumers are well aware that advertising contributes to the cost of purchased products and believe that better value arises from products that are not advertised (Shavitt, Lowrey, and Haefner 1998). More damning, they perceive that products fail to perform as well as portrayed in advertising and that the majority of advertising is more manipulative than informative (Mehta 2000).

Based on these consumer attitudes toward advertising, advertising avoidance is a likely consequence. Advertising avoidance can be defined as "all actions by media users that differentially reduce their exposure to ad content" (Speck and Elliott 1997, p. 61) and can occur by cognitive, behavioral, and mechanical means. Examples of advertising avoidance include choosing to ignore a newspaper or magazine advertisement (cognitive method), leaving the room during an advertising break (behavioral method), deleting pop-ups on the Internet, or using a digital video recorder (DVR) to skip advertisements (mechanical means).

Mechanical means make advertising avoidance increasingly easier for consumers. Historically, consumers have been able to ignore advertising mentally or avoid it physically by leaving the room or turning the page. Now, new technologies support avoidance by providing devices such as remote controls, DVRs, and Internet blocking systems so that it becomes automatic.

This means offers yet another form of consumer empowerment, allowing consumers to decide how and when and even if the message will be received (Schultz 2006b). Schultz (2006a) suggests it is a consumer reaction to oversaturation of messages or advertising clutter in

both traditional and nontraditional media such as the Internet. He proposes that consumers erect shields to shut out the increasing clutter and avoid the "push" of the advertising message from marketers. Doing so leaves consumers free to "pull" the information they desire from the Internet or other media at a time convenient to them. Figure 1 demonstrates this new model of communication.

Television advertisement:-

A commercial advertisement on television (usually abbreviated to TV commercial, ad, ad-film, and known in UK as advert, or TV Advert[1]) is a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service. Advertising revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television.

The effect upon the viewing public of commercial advertisements, and mass media in general, has been the subject of philosophical discourse by such luminaries as Marshall McLuhan. The viewership of television programming, as measured by companies such as Nielsen Media Research, is often used as a metric for television advertisement placement, and consequently, for the rates charged to advertisers to air within a given network, television program, or time of day (called a "daypart").In many countries, including the United States, television campaign advertisements are considered indispensable for a political campaign. In other countries, such as France, political advertising on television is heavily restricted,[2] while some countries, such as Norway, completely ban political ads.

Radio advertisementCommercial radio stations make most of their revenue selling “airtime” to advertisers. Of total media expenditures, radio accounts for 6.9%.[1] Radio advertisements or “spots” are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing their spot or mentioning them on air. The United States Federal Communications Commission (FCC), established under the Communications Act of 1934,[2] Federal Communications Commission[3] regulates commercial broadcasting, and the laws regarding radio advertisements remain relatively unchanged from the original Radio Act of 1927, enacted to deal with increasing problems of signal interference[4][5] as more and more stations sprung up around the country.

PRESS ADVERTISENT:-

Newspaper display advertising'''''' is a form of newspaper advertisement - where the advertisement appears alongside regular editorial content. Display ads are generally used by businesses and corporations towards

promotion of their goods and services and are generally for larger budget clients.

Newspaper display ads are different than the regular "display ads" terminology, which is commonly referred to as advertisements placed on the internet in banner and other rich media format.These ads can span across multiple columns - and can even cover full page, half page, quarter page or other custom sizes. They are designed in high resolution coloured and black/white formats providing higher visibility for the mass audiences of newspapers. For many major newspapers in developing markets, display ads play a significant role in subsidizing the cost of the published newspaper.

FUTURE OF THE MEDIA INDUSTRY

We're putting on a big conference on the future of media in New York City today (IGNITION).

To set the stage, Jay Yarow and I put together some slides on the reality of today's media industry.

The main message: The future's already here.

The total market value of "new media" companies is now equal to the total value of "old media" companies.

And as the media industry continues its collision with mobile, location, social, and ecommerce, there's not much mystery about where that value's going in the future

Reference:

http://www.businessinsider.com/ignition-future-of-media-2010-12?op=1#ixzz2EuQYDeEv

http://www.campaignlive.co.uk/analysis/1094119/

http://www.businessinsider.com/ignition-future-of-media-2010-12?op=1

http://www.entrepreneur.com/slideshow/225120