Future of Advertising

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Group Members

Sven Blom
Chen Li
<a href=http://scenariothinking.org/wiki/index.php/User:Molendijk>Klaas-Jan Molendijk</a>
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?

Driving Forces

(to do at monday after class)

References

(yet incomplete)