Advertising: Innovative Media Options


Edited by
K. Suresh

Book Review Written by
Y. Malini Reddy
Faculty
ICFAI Business School
Hyderabad
 


Advertising, a key component of the marketing mix is witness to traditional media becoming less effective. This, according to Nirmalya Kumar, is mainly due to three reasons: 'computer games and internet drawing youngsters away from TV; growing cynicism about brands and multinational companies; and digital technologies such as TiVO enabling TV viewers to bypass advertisement.' Technological developments coupled with innovations by marketers have led companies to use  various media options ranging from pop up ads, RSS feeds, podcasts, photocasts, streaming audio/video to in-store advertising , graffiti on the walls of subway stations and wash room posters.

The book, Advertsing: Innovative Media Options, is a compilation of 21 articles written by more than 20 authors of Indian and foreign origin. The articles details several non-traditional media options such as search-engine advertising, viral marketing, blogs, in-film and television product placements, word-of-mouth marketing, SMS advertising, Buzz marketing, Advergaming and ATMs. Discussing the phenomenon of rise and decline in the effectiveness of media such as outdoor, radio, television and print, the book has articles which critically evaluate each of the emerging media options. Packed with examples, the book illustrates how several non-traditional media, which are not only cheaper but also have a high adoption rate are being explored by different companies.

Red Bull used buzz marketing to position itself as an edgy, power packed drink and this helped it to move away from the initial image of a medicinal/ health related drink. Nokia Corp also launched its wireless game-station, N-Gage almost entirely on buzz marketing. By installing their game-station consoles at several places in 55 European cities for kids to try out the game free. This led to a positive word of mouth and the product was a huge success. Buzz marketing is also been used successfully by individuals like Cristina Aguilera in the entertainment industry, where word of mouth activity is almost standard in music and entertainment industry in US.

Mr. K. Suresh, who has edited this book however, states that "Worth-of-mouth marketing, product placement, viral marketing, buzz marketing, search-engine advertising, advergaming and blogging are no longer buzzwords". Cell phones, ATM and Point-of-Purchase advertising according to him are some of the new innovative media options being increasingly explored.

SMS and MMS marketing opens up new opportunities for advertising with its advantages of being cost effective while having the personal touch. Unlike in India where only banking sector has the permission to deploy ATMs, in US and Europe, several private parties put up ATM counters. Sale of ATM screen space is therefore widely prevalent and the likes of Amazon.com, Compaq, Nestle, Fristos and scoop. 'Every frame in a movie has an opportunity for branding' says Nirmal D Menon, stating that product placements in movies have been explored by several product categories such as biscuits, jewellery, bicycles, greeting cards  and so on.

The rapidly expanding markets with its highly segmented consumer base make the job of the advertising and media strategist extremely complicated. The book, by way of detailed examples helps the reader to evaluate the various the options, segregate and choose the best media options over and above the traditional media which have created a clutter due to overdose of advertisements in them.
 


Edited by
K. Suresh

Book Review Written by
Y. Malini Reddy
Faculty
ICFAI Business School
Hyderabad
 

Source: E-mail May 18, 2006

     

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