On media selection. Radio ads for universities.

April 19, 2010 Leave a comment

Radio advertisements

When talking about advertising on radio, one needs to know a few things about the medium and its audience:

  • people mainly listen to the radio while driving a car
  • the other 50% of ‘hearing’ the radio is while they are working
  • teenagers do not drive a car
  • teenagers listen to their Ipod or play with their Iphone (social web apps) while taking the bus, the train or driving their bike.

Why do universities advertise on the radio?

The main goal in university ads is to convince teenagers to sign up for classes at their school. As stated above: teenagers do not listen that much to the radio. Why on earth would one buy expensive media space on national radio if the message doesn’t reach your target audience?

It might be that parents have a great influence on the university teenagers join. It might just be that those same parents do listen to the radio while driving their car or working. It might just be that radio spot rings those parents bell… I assume the target audience (teenager) have things like a Facebook fan page, a YouTube movie library of the university’s infrastructure and activities, a flashy banner on a certain website, an architectural booth at a trade fair, …

Why marketers better be sociologist

I suggest to read the above paragraph.

radio advertisement - influence on buying process

radio advertisement - influence on buying process

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Future of print: Large Format Sexy Ads!

April 2, 2010 2 Comments

Fact: printed matter is going down

Future of print is large format

Future of print is large format

Have a look at the amount of brochures, catalogues and newspapers that are printed today – compared to 10 years ago. Indeed, commercial printed matter decreases year by year. Of course, packaging printing will continue to exist. You can’t deliver without properly packing the good. But you can sell without a printed brochure or catalogue (just put it online as a PDF and it’ll do the trick).

Fact: large format prints add value

In the above I stated that packaging will continue to exist. This will also count for large format print. Large format prints provide additional value compared to commercial prints. Large format prints grab the attention of people. A brochure isn’t read thoroughly anymore – after all, they find the content on the world-wide web.

Suggestion: sexy large format prints

Sexyness has always been a trick to grab people’s attention. Nevertheless, sexyness should be used appropriately. It doesn’t make sense for all products. This page depicts a good example of sexyness within a large format print concept. It depicts a good-looking women next to a big shower head. The copy (Feel Dirty?) enforces the “sexual” aspect as well as it provides appropriate information about the company’s products: they provide solutions to make your body clean…

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The future of printed pictures

March 13, 2010 Leave a comment

The future of photography?

The future of photography?

The profession of “photographer” is dead

 

In today’s digital and mobile world, everyone is a photographer. People are mobile and carry along mobile devices that most of the time can take (high) quality pictures. What’s more, the digital technology allows to take as many pictures as one can imagine. In the end, one will have made at least one picture that has the appearance of a professional photo.

“Everyone a celebrity”

I believe the “end of the photographer” should be understood within the realms of the “15-minutes-of-fame-for-everyone society”. Actually this means it’s not the end of a certain profession. Celebrities still exist. Photographers still exist. The border however to enter those categories is now hazier then ever because of the individual’s empowerment brought along by digital technologies.

Worth a large format print?

Worth a large format print?

Upload & pay online

Back to the pictures. People take pictures everywhere, anytime. Whether with a point&shoot, reflex or a mobile phone. Most of the time those picture are used to post online to a social media profile. Rarely those pictures are printed. The future of printed pictures however is via an online workflow. Upload your own “professional photo”, set the characteristics, pay and … there you go 2 or 3 days later you receive a professionally crafted large format print in your mailbox.

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