: Connected and Addressable TV
What is connected television? What is addressable advertising?
According to ad-software provider Centro, CTV (connected television) refers to a television set linked to the internet and that which supports the provision of streaming video contents. CTV creates an opportunity for addressable advertising. Addressable television advertising refers to the capability to convey various advertisements to various homes when they are tuned on the same programs (Taylor, 2019). Essentially, addressable television may take advantage of a similar form of personalization that exists in digital platforms, such as Facebook.
Describe each of the three main points to consider when deciding on addressable advertising.
When deciding on addressable ads, one should understand that addressable television advertising is able to raise ROAS (return advertising spending) by majorly focusing on down-stream standards that exceed basic audience and prevalence. Determining ROAS is key, and addressable television is promoting the capability to make this possible. Furthermore, privacy issues associated with addressable television should be put into consideration by the involved groups. Similar to digital, the degree and degree of information that marketing teams can acquire about customers from database merges is sometimes scary. Bearing this in mind, it remains essential that customers understand the existence of limits. Finally, the enhanced capitalization from addressable ads is a deal for both marketers and customers (Taylor, 2019). Don't use plagiarised sources.Get your custom essay just from $11/page
What do you think of the idea of addressable advertising for both advertisers and consumers?
Similar to digital, when implementation is done appropriately, addressable ads can assist customers more probably get access to more interesting messages. Most customers prefer viewing messages for only relevant products. At the same time, addressable ads give marketers the opportunity to remarkably lower waster circulation through the elimination of exposures to individuals who have no interest in their brand or products. Smaller marketers also get the chance to buy only the portion of the whole program that they can afford.
Article 2: Fast-Food Chains
Describe what the fast-food companies in Brazil did relate to newspapers.
Three fast-food outlets in Brazil, Burger King, Subway, and McDonald’s are now producing advertisements using newspapers. With the assistance of Brazilian digital firm Isobar, the three fast-food chains currently ran promotions individually accessible via a QR (quick response) code in a country’s newspaper ‘O Estado de São Paulo.’ If readers choose the option of scanning it, their time of the day and geo-location (if available) would, therefore, establish the form of ads they would view (Smiley, 2019).
Do you think it is a smart strategy for advertisers to combine digital and print? Why or why not?
Yes, it is a smart strategy. By combining both offline media and technical models, the newspaper joins the effectiveness offered by the digital domain. It benefits not only the consumers but also the brands. Different consumers use various media to access advertisements. At the same time, advertisers can reach more consumers using both media.
Article 3: OOH (Out of Home) Ads
What benefit did out of home (OOH) offer Dunkin in its local markets?
The strengths of OOH include that it is unavoidable since they are conveniently positioned to be seen by multiples of the audience. They offer an opportunity for companies to exercise creativity, and due to their convenient location, they can be view multiples of times. Dunkin got to enjoy all these benefits through OOH. OOH enabled Dunkin to have a massive reach in various sales points and specific events.
What role did mobile advertising play in its campaign?
Mobile-display advertising served up reminder adverts to Out-of-Home audience devices. It, therefore, helped to reinforce the messages being relayed by OOH, hence boosting awareness as well as purchase intent.
Describe what Dunkin did to promote its Pumpkin Spice in the Washington, DC area.
To promote its pumpkin spice across the Washington DC area, Dunkin capitalized on an integrated OOH (out of home) and mobile campaign. The company was able to efficiently attract people closest to the sale points across Washing, DC’s market. The campaign ran for 40 days, and it efficiently covered areas near over 50 Dunkin’s locations. The dual channels created a very high impact, hence producing optimal results.
Do you think the campaign would have been as successful if it only used one type of media?
Why or why not?
If Dunkin only utilized only one form of media, the campaign would not have been as successful. This is because having both media running throughout helped create an emphasis. If one group ignored OOH, it is hard for them to ignore mobile-display advertising. Both, therefore, reinforced the efforts and made the campaign more successful.
Article 4: Radio Case studies
What were the company’s objectives? How did the company use Radio Advertising? How did radio help them?
Caribou Coffee used radio advertising with two objectives: to drive awareness/reach and establish momentum as well as increase traffic/frequency. The company utilized radio advertising to strengthen its tagline ‘Life is short, stay awake for it.’ It also reinforced summer promotion ‘Sip up Summer’ for phase 1 and phase 2 products. The strategies helped the company drive more traffic to various stores. Next, Smirnoff Ice utilized radio advertising to reinforce the Smirnoff-Ice brand attachment with Hispanic women (W21- 34) in critical markets. It also used it to ensure customer awareness during critical months of summer (Memorial Day-Labor Day). Radio advertising helped the company reinforce its key position within critical Hispanic markets, showing major passion positions for targeted customers.
In the case of Cracker Barrel, the objectives were to assist in launching salad in selected target markets and ensure that the audience are encouraged to try the new menu. Also, to boost seasonal menu products to push traffic to their products. Radio advertising helped the company realize massive sales even beyond what they expected. Next, Diet Pepsi used radio advertising with the goal of enhancing the Diet Pepsi product among women aged 35-35. They were able to nail their target demographic. Also, participation went up and, generally, it was a huge success.
In the case of Post Honey Bunches of Oats, the company had the objectives of aligning national media, community, music, digital, and shopper marketing relations touch-points to enhance a greater reach and ROI (return on investment) for the company. Additionally, they wanted to propel better understanding of the brand, showcase it positive and inspiring nature, as well as drive its celebrity relationship with Prince Royce. They were able to achieve the objective by realizing more sales and recognition. Finally, in the case of Six Flags, the company’s objectives were to reach the key target meaningfully not just through advertising, to establish pertinent brand enthusiasm and buzz, and boost revenue, season pass sales, and attendance during Halloween. The results were that the company recorded more sales during the event and realized remarkable increase in social-media excitement as well as web traffic (Bill Board, 2019).
Which of the situations in your case studies was best suited to radio, and why?
In the case studies, radio advertisement was best suited for situations where the audience were older (35-years old and above). This is because these are the section of the population that is more likely to listen to the radio. The younger population can be targeted more using social media ads.
Article 5: Digital Marketing
Describe how Popeye’s launched its latest chicken sandwich.
In the latest chicken sandwich launch, Popeye had plans to invest in a TV commercial. However, a well-timed tween by the company helped launch the product. Once they realized the impact of the tweet, they decided to withhold the TV ad and allowed the frenzy to grow naturally. The tween got retweeted thousands of times, hence creating a significant impact in the campaign.
Using the information in the article and class notes, make an argument for why fast food restaurants should primarily use digital marketing.
Digital marketing should be primarily used in fast-food restaurants to reach customers. Products like mobile ordering and delivery are surely very convenient for most consumers. Digital marketing and promotion allow users to acquire and utilize apps easily as compared to TV commercials. Since fast-food restaurants largely target younger people, digital marketing is very appropriate (Patel, 2019).
Using the information in the article and class notes, make an argument for why fast food restaurants should continue to use television advertising.
TV reaps approximately 80 percent and 90 percent of Popeye and Burger King’s international media budget, especially when new products are being launched. This applies to all fast-food restaurants worldwide. TV helps to stress the message through constant reminders and reaches a broader audience (Patel, 2019).
Come up with an idea where Popeye’s or Burger King could combine TV, out-of-home, newspapers, radio or magazine AND social media to launch their next new product. Explain your idea in three sentences.
Popeye can combine different media, including TV, OOH, newspapers, radio or magazine, and social media, to launch the next new product effectively. The entire marketing team could divide themselves into groups, and each team could work on using one or two of the media to advertise the product. In the end, the company would clearly know whether it is a great strategy or not and decide whether to apply the same approach when launching future products.