Difference between revisions of "Future of Advertising"

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===Group Members===
gA92Bu  <a href="http://bligffqqjbco.com/">bligffqqjbco</a>, [url=http://zefdgdgydcym.com/]zefdgdgydcym[/url], [link=http://knujgemldayi.com/]knujgemldayi[/link], http://dcxsotuctjum.com/
 
Sven Blom<br>
[[Chen Li]]<br>
[[Klaas-Jan Molendijk]]<br>
Willem de Ruiter<br>
Chaitu Satbhai<br>
 
==Introduction==
What is a advertising? According to Wikipedia:<br>
 
''Generally speaking, advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor.''<br>
<br>
 
==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?
 
==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
 
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)

Latest revision as of 08:49, 2 June 2010

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