LO2 traditional and virtual advertising

Traditional i.e. pre 2000 (internet,WWW) advertising

- poster

- newspaper

- billboards

- radio

- audio visual (on the TV)

These methods are still relevant and popular today as there is still an older target audience 35y+ digital immigrants. 

These methods are also still relevant because they are good at targeting a mass/wide audience.

A downside of these methods are: to mass produce = money.

these traditional methods tend to be produced by a conglomerate as they can afford it.

if an indipendant company is using theses methods they tend to be local and have a trade deal with a conglomerate 

Digital methods/viral marketing : happening through a devise/ screen (multi functional)

- mobile phones can: go on the web(WWW), take photos, messaging, games, music.

we call these blackbox devises - multi functional devises e.g.

- mobile

- laptop

- tablet

- smart TV

- game consoles 

-The biggest example is social media 

an advantage of social media is

- mass/ wide audience 

- instantaneous advertising (quicker)

- it is cheaper (no printing cost or transportation cost)

- more interactive media e.g. video, photo, QR codes.

- audiences can instantly share content

This is an example of technological convergence (technology coming together in one place i.e. black box device)

web 2.0 has made that happen - photos videos colour (the interactive web)

 technological convergence is an effect of web 2.0

convergence culture 

society is relivent on technology 

above the line (mass media/ audience) vs below the line advertising (personalized/niche/demographic)

above the line = aiming it at everybody, targeting to the masses.

- bill boards

- social media channels

- TV advertising (ITV, channel 4 ) 

 

Bellow the line targeting a specific demographic or they have niche interests 

demographics: ethnicity/ culture, gender, age, geographic location, class. The more they know about the demographic the more they can target there audience. personalized advertising.

examples:

- salmon and trout magazine (very niche)

- sent via email (personalized)

- direct marketing 

- via post

Disney 

traditional methods

posters

50 words: Digital and traditional methods of Disney advertising work together because they can target a wider audience with both methods. For example they can target their Disney kids films at an adult audiences (parents) 24-40 using traditional methods so they can purchase theses films for their kids via a digital method streaming or a traditional method watching in cinema. And they can target younger audiences with digital methods so that they can tell their carers about their interest in the movie.

billboards 

magazines 

digital methods

social media

        pop up adds on TikTok 

banners on Disney

website

bellow the line advertising 

Below the line advertising on social media: The dream big princes campaign was effective in targeting its audience because they showed young princesses being active in their princes dresses. Converting the Disney princes stereotype of Disney princess being helpless and needing to be saved showing female empowerment and reflecting well on their brand. Because of this positive advertising parents may be enticed to buy their kids Disney products.