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?

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)
• http://advertising.about.com/od/planning/a/interactivetv.htm
• http://www.businessweek.com/magazine/content/01_13/b3725020.htm