.
Place advertising – Marketers are using creative and unexpected ad placements
to grab consumer’s attention. The reason is that the marketers are better off reaching people in the environments where they are familiar with such as their work place, shops they visit etc. The options available are Billboards, Public spaces, product placement and point of purchase.
Billboards - They now use digitally produced graphics, sounds, marquees and even 3-D images. Adidas hoisted human billboards in Japan using two footballers. Marketers even buy ad space on billboard laden trucks for road shows. Oscar Mayer sends “Wienermobiles (a vehicle with a billboard)” across United States each year to increase brand exposure and goodwill. Software Company Oracle used a boat with a floating banner bearing the company’s logo across San Francisco Bay.
Public spaces – Advertisers are placing TV ads and print ads in unconventional places such as movies, airlines, shopping malls, trains, hotel elevators, at the back of vehicles and other places.
Product placement –For example, Omega-James Bond tie-in ad for “Die Another Day”. Even written material such as annual reports, catalogs and datasheets carry ads.
Point-of-purchase - In store advertising includes ads on shopping carts, shelves and even floor space. Some companies are even experimenting with talking shelves.
Published: February 06, 2008
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