Advertising's New Medium: Human Experience  

Oleh:

Rayport, Jeffrey F.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 91 no. 3 (Mar. 2013), page 76-84.
Topik: Media-saturated World; Advertising Strategies; Advertising Strategies; Human Experience; Advertisers' Brands

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.46 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

In this media-saturated world, advertising strategies built on persuading through interruption, repetition, and brute ubiquity are increasingly ineffective. Seeking escape from the barrage, consumers DVR through TV spots, block pop-ups on their browsers, opt out of banner ads, and pay content providers like Pandora to not deliver advertisements. To have an impact, then, marketers must fundamentally rethink their advertising strategy and execution and expand their definition of what, exactly, advertising is. This article offers a framework for that process. It is based on the understanding that human experience—from one’s online and offline travels to social interactions, group affiliations, and thought processes—is a vast medium for advertising that can and should be approached strategically. Whether advertising works in this arena depends on how marketers conceive its purpose, how they craft and place their messages, and, most important, whether consumers welcome the messaging and invite advertisers’ brands into their lives.

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