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Conversation 1 (Communication media / Audio advertising (More effective…
Conversation 1
Communication media
/ Audio advertising
More effective and targeted than ever, emotions
"Brands can weave themselves into the routines and memorable moments of their target customers"
Shift perception and Drive sales
Spotify & Login data --> More targeted
Video is still important, give digital audio a chance
Technology
/ AR/VR indoctrination
Truly play with consumer's emotions
Difficult to notice
Difficult for ad-blockers to weed out
Dangerous new level of control over consumers
Marketing
/ Poor consumers
Conventional wisdom
: Rich/middle class/poor
Poor > < consumer
Poor = collectively rich
Consumption
/ Brand happiness
Emotional purchases = unconscious
seeing something cool // receiving a compliment
Visual/social coolness of the packaging
Youth
/ Mental health
Pressure to be perfect / FOMO
Health problems : Depression / Lack of sleep / Anxiety
PSHE
Business ethics
/ Ban on alcohol ad'
Level of youth drinking low
Ultimate aim = comprehensive ban (More appealing?)
Self-regulation + ASA codes
Grey market /
Targeting
Pink/Green/Brown pound
Over 50-s hild 80% of nation wealth
Inform - not celebrities - quality - no generalisation
In the moments /
Mobile
8 s' of attention
At the instant people need the information
First moment of truth
Online shopping midnight/6AM /
Retail/shopping
Customers always on
No longer fixed to when things are open
Bargain opportunity
Advertising
/ 1 et 2
Personal politics
Not offend people / Maintain relationship / Good business sense
Influence / Power
Audio branding
Memorable / Loyalty / Emotions / Mood / People's willigness to pay
Need ? Competitor use audio / Distinction
Brands & branding
/ Product-focused ad'
Talk about the stuff (ingredients, origin, etc)
Coke
Delicious and Refreshing
Open Happiness
Taste the feeling
Society
/ Dadvertising
Before
: clueless about children and household
Today :
Engaged in family life
Influencer marketing strategies /
Social media
Right reasons / Correct influencer / Micro influencers / recruitment / expectations but liberty / Proper disclosure / Relationship