Future of Advertising

Group Members

Sven Blom
Chen Li
Klaas-Jan Molendijk
Willem de Ruiter
Chaitu Satbhai

Introduction

What is a advertising? According to Wikipedia:

Generally speaking, advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor.

Research questions

(around 25)

Klaas-Jan:

• What is advertising (figure page 539)?
• What are the objectives? (e.g. inform, persuade, remind or reinforce)
• Why is advertising necessary? (e.g. need to demands, points-of parity and points-of-difference, and see figure on page 558 > Kotler)
• How does advertising fit in marketing? (e.g. value delivery process, brand equity, page 537)
• What are general qualities of advertisements? (e.g. pervasiveness, amplified expressiveness and impersonality)
• Is the role of advertisement changed in the last decades?
• What are the available advertisement media types? (e.g. newspaper, TV, internet, radio)
• What are the advantages and limitations of these media types?
• What are important non-technological trends which affect advertising? (customization, globalization, competition, empowerment, desintermediation)
• What is the general advertising process (see page 568)?
• How can the Product Life Cycle (intro, growth, maturity, decline) be related to advertising?
• How differs advertising of goods from advertising of services?
• What affects the advertising budget? (e.g. stage in PLC, frequency, product substitutability, market share, competition)
• What can be said about advertising timing? (see page 582, Kotler)

Willem:

• What is the impact of Internet on advertising?
• Which parties are involved concerning advertising?
• What are the forms of advertising?
• What's the people's perception related to advertising?

Sven:

• Which industries advertise most?
• Which industries advertise less?
• Is there a difference between B2C and B2B advertisment?
• Is advertisement mostly done by the company themselves or is it outsourced?
• Are there new trends the last 10 years on advertisments?

Chaitu:

• With the ability of Internet to facilitate targeted advertising, will advertising be more effective in the future?
• Will Internet advertising significantly increase compared to televised and printed advertising?
• Will Internet advertising become the most expensive channel of advertising?
• How will advertising wars be waged over the Internet? (Currently for printed or televised advertisements, the highest paying advertiser wins the slot. However, with targeted Internet advertising, the competition between advertisers changes somewhat.)
• What other modes of advertising will grow besides Internet-based advertising?
• What modes of advertising will diminish due to the growth of new methods?

Driving Forces

(to do at monday after class)

• Increasing information availebility for consumers (internet comparing)
• Increasing knowlodge of consumer (internet reviews, independend users reflection)
• Increasing populairity of media on demand
• Growing diversity of media
• More personalized adds (individualization)
• Consumer's ability to skip adds
• Growing consumer resistance to adds

Note: just some ideas, we will work on it on monday!

References

(yet incomplete)

• http://www.inc.com/magazine/20050801/future-of-advertising.html
• http://adverlab.blogspot.com/
• http://www.pcmag.com/article2/0,1895,1866501,00.asp
• http://www.economist.com/business/displaystory.cfm?story_id=2787854 (good article)
• http://advertising.about.com/od/planning/a/interactivetv.htm
• http://www.businessweek.com/magazine/content/01_13/b3725020.htm
• http://www.pcworld.com/news/article/0,aid,120065,00.asp