Monthly Archives: January 2013

by | Monday, January 28, 2013 · 3:02 am

January 2013 Viral Videos

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Every week Advertising Age, in conjunction with company Visible Measures, publishes a list of the week’s top performing videos. The weekly chart highlights viral video ads that appear on online video sites. Each ad measures viewership of brand-syndicated video clips as well as social video placements that are driven by viewers around the world. (A measurement called True Reach™ quantifies the total audience that has been exposed to a viral video campaign. The measurement combines data from brand-driven seeded video placements with results from community-driven viral video placements – spoofs, parodies, mashups, and more.)

There are three key factors for viral video success:

  1. Reaching the tastemakers.
  2. Building a community of participation.
  3. Creating unexpectedness in the video.

Regardless of the type of product or service, the country of origin, or the importance of the message, what matters is reaching the audience in a way the both entertains and informs.

Check out this week’s top videos and discuss what makes them “viral” – http://www.visiblemeasures.com/adage

Group Activities and Discussion Questions:

  1. Bring up Ad Age’s weekly Viral Video chart: http://www.visiblemeasures.com/adage
  2. Have students examine how the ads are measured by Visible Measures.
  3. Divide students into teams. Have each team select an ad on the top video chart and analyze the ad.
  4. What is unusual?
  5. Who will it interest?
  6. What is the key message?
  7. How effective is the ad at getting the company’s brand and message across to viewers?
  8. In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?

Source:  Advertising Age, Visible Measures – weekly update

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by | Monday, January 28, 2013 · 3:00 am

What Marketers Need to Know about the Global Market

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It’s a big world of opportunity for companies seeking global markets, particularly for U. S. firms who are looking for expansion overseas. What is it that marketers and companies need to know about global markets and need to keep in mind for their strategic marketing plans? Put your list together, and then compare it with the one developed by Ad Age Daily.

  1. Advertising globally is a $500 billion market.
  2. Advertising growth is 3.9% in 2012 and 2013 worldwide.
  3. Worldwide ad spending is at an all-time high and is expected to set new records each year through at least 2017.
  4. Regional spending is mixed. Advertising is Asia/Pacific and Latin America is growing, but U.S. spending will not pass the 2007 peak until 2015.
  5. Emerging markets will pass the U.S., accounting for roughly one-third of ad spending.
  6. Brazil, Russia, India, and China (BRIC) account for nearly 50% of the emerging market ad spending, with China close behind the U.S.
  7. Digital spending is one in five ad dollars, with Internet media achieving nearly 20% of the 2013 spending.
  8. TV’s portion or global ad spending will hold steady through 2015 at about 40%.
  9. There are 43 companies spending more than $1 billion globally on media.
  10. Personal care is the world’s largest ad category; automotive and food follow closely behind.

And the three largest global advertisers? Proctor & Gamble, Unilever, and L’Oreal.

Group Activities and Discussion Questions:

  1. Start by discussing the overall requirements for global marketing. Ask students to list items that are critical to global growth.
  2. Review the list of items in the class. Discuss how each of these might be applied by U.S. companies seeking global markets.
  3. Divide students into teams. Have each team select a product and then develop a global advertising strategy.
  4. What are critical issues to address?
  5. What research is required to develop a campaign?

Source:  Ad Age Daily, 12/10/2012

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by | Monday, January 28, 2013 · 2:58 am

Buying Gifts on Facebook

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People post nearly everything about their lives on Facebook. Facebook has information about our schools, friends, family, musical tastes, activities, birthdays, anniversaries, births – we tell all about ourselves online.  People use Facebook to check out news, products, company links, likes, dislikes, and even use it to make their opinions known. Facebook knows all.

And, considering that users are already used to seeing advertisements on their Facebook pages, it seems to be a natural progression for Facebook to help us now buy gifts online.

Enter “Facebook Gifts” – a service that prompts users to buy gifts for their friends using the social network. The new gift service is an aggressive push to increase Facebook revenue and expand its influence on consumers purchasing behavior. It also gives the company a nice start in the $200 billion e-commerce marketplace; Facebook has already rented a warehouse and created software to track inventory and shipping.

Just as important as the new revenue stream is the new data that Facebook will collect – including addresses, credit cards, and purchasing data, all which can be used in new advertising efforts.  Facebook users see a gift-box pop-up icon for their friends on their birthdays and are offered a wide menu of items to choose along with a greeting card. It is easy to make a purchase for a wide range of items, including cupcakes, quilts, magazine subscriptions, baby clothes, and charitable gifts.

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Group Activities and Discussion Questions:

  1. Have student bring up their Facebook accounts (yes, this is one time it’s ok to do so). What are the advertisements that they see? How do they use the information that Facebook places on their pages?
  2. View the Facebook Gifts video: http://www.facebook.com/about/gifts
  3. Divide students into teams. Have each team develop a plan for promoting a product as a gift on Facebook.
  4. Discuss how companies can use the new service to increase their reach on Facebook and social media.

Source:  New York Times, 11/27/2012, other news sources

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