LO2: Traditional and Virtual Advertising

 Traditional and Virtual Advertising

• Traditional Methods (pre-2000/pre-internet/WWW) - posters, televised adverts (A/V), billboards, newspapers or radio adverts - still relevant/target older demographic (35+ digital immigrants). However, these are expensive: billboards and posters are mass produced therefore, are expensive. Excel at targeting a mass audience. Affordable for conglomerates (hence why indie productions are rarely if ever on billboards).

• Digital Methods/Viral Marketing - (post 2000's/post-internet introduction) - accessible via blackbox devices due to online accessibility on websites or apps/social media. Differently to traditional advertising in the pre-2000's, phones were only used for calls and texts, now however, phones are blackbox devices which can access the internet and be exposed to viral marketing/digital advertising. Phones now can: access the internet, play games, call and text; take photos or play music. This making them a blackbox device (Henry Jenkins 2008). A laptop/computer, tablet, consoles and smart TV's are blackbox devices. Social Media is the largest example of Viral Marketing. This is because many people use social media/mass audience (instant advertising), social media advertising is cheaper (because it's all digital) and many ways to advertise on social media (e.g. QR codes). Additionally, audiences can instantly share content such as adverts. Blackbox Devices are examples of Technological Convergence

• Impact of Technological Convergence, Web 2.0, blackbox devices, digital natives are brought up with this. Currently we are using Web 2.0, previously (pre-2000's) we used Web 1.0 which used white screens of text (e.g. Wikipedia) called Read-Write. on Web 2.0 we can use photos and videos as an interactive web which spawned technological convergence. Web 2.0 - digital natives. Web 1.0 and before - digital immigrants. 

• Henry Jenkins (2006) we now live in a convergence culture: a society which is dependent on the web to make everything as practical as possible (access to instant information).  

• Above the line (mass media/audience) against below the line  advertising (personalized/niche/demographic). Above the line - targeting for everyone (billboards, social media, TV adverts such as ITV or Channel 4). Below the line - targeting a specific demographic/niche interests (demographic - groups of people which make up an audience separated by interests or backgrounds, age, gender, geography, Pamco grading). The more of these which are included means that a product can reach a wider audience (above the line). If only some or one are focused then the advertising is below the line; personalised. Must be media related: e.g. below the line - Salmon and Trout Fishing magazine adverts.  Magazine is media, a product like food is not. Below the line advertising could be E-mail or post, this is because they are personalised to one person in their sending (Direct Marketing)

Above the line advertising - TV, billboards, social media

Below the line advertising - post, e-mail

Disney Traditional and Viral Methods of Advertising

Traditional - Loki

TV trailers (https://youtu.be/_hy18zw5Ifw)

Viral Marketing - Loki

     

    (Marvel's Twitter Page to advertise Loki at it's release)

      (season 2 coming on Thursday October 5th 2023)

The traditional methods of marketing work alongside the viral methods: traditional methods making audiences aware of the product through it appearing on people's commutes; the viral marketing being part of an audiences natural escapist activities like streaming or scrolling through social media. Loki also advertising Disney +.

What we do in the Shadows: pop up, web banners and social media channels

 Web Banner

Pop-up Ad

Social Media (Twitter) Post

  

Social Media (Instagram) Post

Below The Line Advertising Examples 

 

These are effective at targeting their audiences of 15+ young adults of both genders due to their niche appeal. The Witcher Ice Cream van visiting different cities across the UK, making audiences aware of the Witcher series who are also coincidentally fans of ice cream, the same applying to the Witcher maze. Differently however, Killstar E-mails it's users of sales or upcoming events/new products which encourage audiences to buy their products and take advantage of the sales or buy what's new, the ads informing the audience.