Advertising- persuasive, reminder or informative ?

The following airline ads represent different approaches to the marketing message. After viewing them discuss whether they are;

Persuasive: the marketer is attempting to convince the potential customer that the brand is the right one for them.
Informative: information is being presented in order to assist in the buyer decision making process.
Reminder: a way of keeping the brand name entrenched in the customer's mind.

Outside The Box Promotional Strategy - Sandi Thom


Musician Sandi Thom arranged an online webcasting " virtual tour" consisting of 21 performances from her basement flat in London. This virtual gig, generated a great deal of promotion and publicity. Her album was subsequently released in the UK and reached number 1!

Viral Marketing - The Big Ad

The Ad below is a great example of the power of viral advertising. The Carlton Draught Big Ad is an award-winning advertisement for Carlton Draught created by George Patterson and Partners of Melbourne, which used viral marketing techniques before being released on television.

The advertisement was released on the internet two weeks prior to being shown on television. Just 24 hours after release, the Big Ad had been downloaded 162,000 times (Frilingos, 2005, p.8) and within two weeks it had been seen by over one million viewers in 132 countries (Lees, 2005). The viral release of the Big Ad was so successful that the television media budget was reduced so as to not overexpose the advertisement (Lee, 2005, p.29).
The company decided to use a viral campaign because of the distracting environment in which television is viewed, and the fragmented audiences of traditional media. Matt Keen, General Manager of Regular Beer at Foster’s Australia, said that with digital media, the audience has actively taken the time to see the ad and it is a way of personally engaging with drinkers (quoted by Lee, 2005, p.29).

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