The Continuing Power of Mass Advertising
The Continuing Power of Mass Advertising has put forth new strategies of reaching mass consumers with cost-effective messages without interrupting people. Consumers have fed up with traditional mass media ads such as TV, and digital, outdoor as well as one-to-one marketing approaches. This consumer attitude which resulted in low recall rates has urged marketers to embrace new marketing tactics to build their brands. Thus marketers are suggested to use an in-between cost-effective approach rather than two extreme approaches to mass advertising and micro-marketing. This approach involves four strategies of Catching People in the Bottlenecks, using a Trojan horse, Targeting People at Play and Getting People to Play. These strategies in contrast to traditional mass advertising strategies don’t interrupt the audience and thus get greater recall rates. These innovative ways of advertising are leveraging the old media as compared to digital advertising where cost per click on major search engines has increased manifolds and increasing the sales and return on investment for a company.
- New Concepts/Definitions:
The four new concepts have been learned in The Continuing Power of Mass Advertising as follows:
Catching People in Bottleneck: This is a non-traditional mass advertising strategy that grabs the attention of an on-the-go but a temporarily captive audience. Such as displaying ads in public places such as elevators, escalators, airplane platforms, restroom stalls, etc.
Use a Trojan Horse: In contrast to capturing public spaces having strategic value, this strategy is to infiltrate private areas with mobile ads such as ads on coffee cups, pizza boxes.
Target People at Play: This innovative strategy of reaching a broader audience is to attract people while they are pursuing leisure activities without interrupting such as displaying ads golf carts, cricket bats, etc.
Get People to Play Games: This strategy seeks engaging people in such ways that require physical interaction with displayed ads or product rather than giving handouts or free samples to the audience, for instance, presenting interactive posters and demos that help people to try them before buying.