Week+7

**Week 7**
__**Articles**__
 * Where is Advertising Going?
 * Viral Marketing in the Real World
 * Continuing Power of Mass Advertising
 * Google Advertising

__**Class Material**__ Here are a couple of those Nike Psychostitual ads: Three of my favorite ones....
 * Interstitual Ads - these are ads that fit between segments of content that consumers want to experience. For example, they often use the same characters in advertisements and television shows so that costumers don't know if the commercial is apart of the show or not. It's interesting to think about how these ads are approached. By leveraging the desired content, advertisers are giving consumers what they want without having to perform as through research. I imagine there must be cost savings by not having to create your commercials from scratch.
 * Youtube does a similiar thing...since you can post a video of just about anything, there are numerous ads. I just found a Will Ferrell video and it happened to be an ad. It's a great way to advertise, since people are already looking at Youtube and will watch anything their favorite actors are in. http://www.youtube.com/watch?v=a2griwId2CY&feature=featured
 * The use of interstitual ads is now mainstream - go to: http://www.brandchannel.com/brandcameo_brands.asp?brand_year=2009&pageno=1.&bn_id#39 to see what products have a feature spot in current movies
 * Vivistituals
 * I did see an ad in a restaurant bathroom like this...and I couldn't help but watch it...I think this will be really common soon.
 * Locostituals
 * Anthrostituals - these ads are targeted to people who need to use brands for identity expression. Prominently displayed labels can make people feel like part of the group.
 * Autostituals
 * Psychostituals - these ads are often motivational. Nike's "Just Do It" ads utilize this advertising strategy.

Magnet... media type="youtube" key="4z1gE7HW65Y" height="344" width="425"

Failure... media type="youtube" key="45mMioJ5szc" height="344" width="425" Courage... media type="youtube" key="-ae3tFI8wXE" height="344" width="425"


 * Google Ads
 * **Extremely effective advertising method--potential to easily propel your business to the next level. When creating Ads, relevance and a high CTR are just a couple of things that make Google happy and aid in lowering your advertising costs. Innovation and creativity in Ads will bring about appeal, resulting in a high CTR. Refine Ads!! Place 2 or 3 to test which brings about more clicks, keep the good, rid of the bad, and continue the process. Everything mentioned helps to create successful campaigns on Google.**
 * **New market for small firms that specialize in helping small companies and individuals to develop google ads that increase both effectiveness and minimize cost from google. Who ever can break the code on google ads will be able to capture this new and growing market.**
 * Class Action Lawsuit Against Google! A settlement was reached and awarded to Google advertisers between the dates of June 1st, 2005--February 28th, 2009. When you advertise on Google, you as the advertiser set a "daily budget." This could range anywhere from $5, to $5000. Google is not to go over the daily budget you set. In the aforementioned dates, they would go as much as 20% over set budgets! Unreal. Try and fathom the thousands of advertisers, and the total dollar amount Google amassed over those years. Google was ordered to pay back 20 million in both cash and AdWords credit to advertisers.
 * Class Action Lawsuit Against Google! A settlement was reached and awarded to Google advertisers between the dates of June 1st, 2005--February 28th, 2009. When you advertise on Google, you as the advertiser set a "daily budget." This could range anywhere from $5, to $5000. Google is not to go over the daily budget you set. In the aforementioned dates, they would go as much as 20% over set budgets! Unreal. Try and fathom the thousands of advertisers, and the total dollar amount Google amassed over those years. Google was ordered to pay back 20 million in both cash and AdWords credit to advertisers.

My wife just launched a new website and has the 8-10 word Google Ads on the right-hand side that are different for each subpage on her website: [] > This is an article that I saw today re: Facebook's updated privacy policy and its effect on advertising. Very relevant to what we discussed in class__ : [] __
 * Sociostituals
 * Facebook and Social Ads

To stimulate a customer response, businesses need to target the Right customer, with the Right message, with the Right frequency! VERY good point. I happened to read a blog recently about a new video game where players were complaining about the visistituals, saying the stituals became an annoyance due to there being so many. As one blogger wrote, "it's like you're the 1st person walking into a retail store with 4000 people waiting for you". Other bloggers wrote the numerous ads detracted their attention from the gaming experience itself, causing several gamers to associate a negative impression with the product being hawked. On the flip side are the autostituals, examples being the Budweiser ads or some/most of the ads shown during the Super Bowl, with numerous individuals forwarding those video ads to their friends for viewing enjoyment. What I'm wondering is what, if any, additional revenue gets generated from individuals who didn't see the original ad during the Super Bowl but view it once forwarded via email. Is there even a term for a stitual of this sort? An autostitual forwarded via email? Maybe we can give it a new name: a viralstitual. ;-) - I think we can answer this question with the **Big Seed** concept discussed in //Viral Marketing for the Real World (//Watts, Peretti, 2007). It's not wise to just sit back and hope that an ad will go viral, you have to start out with a significant media buy (Super Bowl for this example) to position the ad for a significant **reproduction rate** (//R//). This is probably how companies can rationalize the cost of a Super Bowl ad; the expected reproduction rate has to appear somewhere in the assumed ROI to make it a sound marketing expenditure.

I was curious as to how Microsoft might be trying to duplicate Goolge's advertising success with Bing, so I thought I would try to find some data. I was amused to find that, as a part of Microsoft's multi-million dollar launch of Bing they opted to place ads on Google AdSense:

[]

I agree with the person who posted this that Microsoft must have believed that advertising dollars spent with a competitor would yield the biggest bang for their advertising buck. The power of Google is so massive that even Steve Balmer has to cut them checks.....

I find it interesting to just sit back and think about where vivistitual ads will end up. Any still points where we are looking for diversions from communication with others is ideal. Waiting in line at a grocery store, starbuck's, or movie theater are examples of where interactive ads could be positioned. As long as ads do not break your bubble, heck I'm fine with them when I am at a bar urinal, I think they will continue to be accepted.