Marketing creativity show-off
I am more than sure that everyone
experienced this unpleasant moment in their life when a big, loud and colorful
ad appeared on TV while watching a favorite movie with excitement and pure joy.
We can find ads almost everywhere – in newspapers, apps, cinema, TV, websites,
billboards, leaflets, mail etc. This is unfortunately a big source of income
for most of tech companies, because people prefer not to pay for software.
Some of these ads are simply not
interesting, others get boring after a few displays, but there is a small group
of companies, which try to reach their customers with funny and creative ideas.
Moreover, most of these companies have rival brands to compete with and some of
competitions go viral. Let’s take a dive into “the marketing war”.
The first
example concerns two most recognized car companies in the world: BMW and Audi.
In this case, Audi declared war to BWM and lost it.
https://s3.scoopwhoop.com/anj/gjh/370223900.jpg
https://s3.scoopwhoop.com/anj/gjh/406510786.png
https://s3.scoopwhoop.com/anj/gjh/978620751.jpg
The second example consists of the
most recognized beverage companies: Coke and Pepsi. Let’s take a look.
https://fortifiedmarketing.ca/content/user_files/2015/09/Coke-Vs-Pepsi-Halloween-Advertising-War.jpg
Coke managed to answer these attempts with this ad:
The third and last example concerns tech. Apple vs Samsung is one of the most popular ad war all times and this is just a snippet:
And Samsung’s reply made a pretty good job:
QUESTIONS:
1. Do you enjoy watching ad wars between major companies?
Why/why not?
2. Do you think advertising has a big impact on a society?
Can you recall some situation when you witnessed a marketing conversion?
3. Would you rather get some software product
filled with ads for free or buy the same product without ads for real money? Justify
your answer.
Comments
Generally I hate ads in software. If I do have to use software very often I try to get rid of ads even If I have to pay for it but when I use software rarely I just ignore ads.
Ad wars between companies could be great and nice to watch but sometimes they're just pathetic.
I work in marketing and advertising so I know that ads have a huge impact on society. The most obvious is I think Coca-Cola and Santa Clause - nowadays Coke with Santa label is some kind of a Christmas symbol. There are a lot of jingles which most of people recognize and associate with particular brands.
When it comes to buying software - it depends. When ads are really annoying and I can't stand them although I enjoy the software I usually buy a Pro version with no ads and usually more features.
https://youtu.be/R59TevgzN3k
I think it's very creative (especially idea with the guy having haircut reminding design of the new iPhone X :) ) and really hits the nail on the head.
Personally, I don't consider myself affected by ads, I always try to buy things that fit my needs most. But who knows? Maybe I am affected but I don't even realise it. :)
When it comes to buying software, it really depends on the type and amount of ads - some can be very annoying and some almost invisible.
Recently Samsung released video dedicated to iPhone users and titled it "Growing up" - https://www.youtube.com/watch?v=R59TevgzN3k .
When it comes to buying a software, It depends on how often I would use it. If I had to use it everyday, I would prefer to buy it without any ads. It can be very annoying when the advertisement pop out and you click it by accident. Unfortunetly it happens really often on smartphones.
I think advertising deeply influences our mindset today. Brands like Apple or Starbucks sell lifestyle and personality. Talking about Apple, they also had their fair share of marketing show-offs with Microsoft. Apple released their "Hi, I'm a Mac, and I'm a PC" advertising campaign to which Microsoft responded with "I'm a PC". Apple has trolled Microsoft from the beginning starting with its infamous Mac ad https://www.youtube.com/watch?v=VtvjbmoDx-I (this ad is ironic considering how totalitarian Apple's software has become, Apple has turned into the oppressor). Microsoft tried to mock Apple with Zune's ads, but Zune itself occurred to be a flop.
Would I rather buy a software without ads or get a free one packed with ads? I don't have anything against paying a fair price for a good product. What I dislike more than ads is when a company does not charge anything for a product, but purposely makes a product so badly documented that you are forced to either spend days on figuring it out yourself or pay for their consulting services (a common free software licenses' pain) - but it's a different story.
2. Ads tend to have a big impact on society, but not in terms of showing off products and their specifications, but in terms of bonding with the customer. The most successful ads are those, which have emotional (positive) impact on the viewer. We all laugh about the coca-cola Christmas ad, but then again, it is very positive, we associate the product with the ad, and we're happier to buy it. This is the true power of ads.
3. Generally, for apps which I use rarely, free with ads is OK. Apps that I use all the time or at least daily, I prefer to buy and have them ad-free. (For me) The ads are annoying, no matter how small and discreet they are. Lastly, I'd always like to pay the developer/company, simply as a reward for making an app I enjoy using, and that is why I really respect developers who make free apps and only accept donations from the ones who enjoy the apps (which in fact turns out to be a very profitable way for making apps).
https://www.youtube.com/watch?v=R59TevgzN3k
I also don't think that advertising products by companies is meant to create an impact on society, maybe to some extent. As Emil Wegrin said, it is more to create or maintain a bond with customer. They are meant to make a positive impact on the viewer. This is where Porsche also has done a great job. Links to my favourite ads below:
https://www.youtube.com/watch?v=7sWPHKU1XZU
https://www.youtube.com/watch?v=sgtdsmFuk_4
https://www.youtube.com/watch?v=b8GoFSM8Wis
Finally, I don't mind free application with advertisements in it, as long it is not fierce advertising which does not allow you to use app which you have installed on your phone.
In fact, this advt doesn't oppose any other company, but anyway it's legendary. At this moment I have no idea about ad wars except these two examples,which were given by the autor.No doubt ,that if I tried to look for such ads, I would find it.
Obviously, I like such ads, because they're definitely more attractive, more emotional, more expensive(financial means) and as a result we can take it in easly.
Ads have huge impact on customers especially in food industry. Only great job of marketology may help companies to sell us something.
Well, I would like to point out Spotify. I'd rather pay 10 PLN for using the app without any ads than to stand all irritating ads.
2.Advertising has big influence on society because most of them shows us how we should live (using advertised product of couse). We can see it everywhere: on TV, On the Internet, in newspapers, on the streets... SO we can say that we are some kind of society of advertisements.
3. If we are going to use the software for a long time I would pay for version without ads. We are going to spend a lot of time using this software and ads will waste a lot of our time. I hate wasting my time (and time is money!) so it's better to me to pay for not having ads.
As many have said before me the true power of ads lies in us being affected even when we try to resist. Although I don't watch TV and use adblock all the time I still know that probably many of my decisions where influenced by marketing tricks. When it comes to software that display ads, then I just block them and when they try to convince me to pay or disable my adblock I just put them on my blacklist and never visit them again.
Even though many people say they don't pay attention to adds, actually we all do. I can't believe there is a person who has never ever looked for a product they saw on a TV or even checked it because they saw it.
It depends on type of adds (pop-up, at the bottom of a screen, etc) and the number of them. Sometimes I use some apps so seldom, I actually don't feel the need of not having the adds. If I used them often or needed to stay focused on work, not on adds, I would buy the no-adds version.
Advertising actually shape our world perception. You've been told you whole life what food to eat what car to by and what you need to have to be happy. Advertisement come to that level of sophistication that they use emotions instead of trying to show you features of the product. I think we all saw Cola' Christmas ad.
Short, simple, funny, spot on.
And of course advertising has a huge impact on society. The more consumerist society the bigger impact. Critical thinking is in dire need in order to stay assertive and sane.
About software filled with ads, it depends on how intrusive those ads would be, more than half of a screen covered in ads? No thanks. One ad in a box every 10th time opening app? Fine.
https://www.youtube.com/watch?v=40WsOmDI4WU
https://www.youtube.com/watch?v=R59TevgzN3k
I think advertising make enormous impact on society. Even if we don't see it, we will probably choose something (for example detergent) we saw in TV rather than unknown one.
I would choose free product with adverts. I'm not a person, who buys everything he saw in advert. I also rather stay with products I like and know, that are good rather than new ones I'm not familiar with.
Wars between companies are example of creative promotions their products. It will be funny to see something on Warsaw's streets. For example war between Audi and BMW which was mentioned by author of this article - not offensive, funny way to flick on the nose to business competitor.
Of coure advertisements have influance on society. Statistically people hard believe in commercials and unrepeatable promotions. I can't remember when I was witnessed by commercials because like I mentioned at the beginning I have a distance for any kind of advertisements. I am kind of person which read a lot about products which I want to buy so it is hard to trick me.
I prefer to pay for product and have it than seeing adverts all the time. How can I justify my answer? It is like that and that's it. ;)
There are multiple adverts, that have a huge impact on people - for example Apple had ads, that were showing it's hardware as some Holly Grail of the smartphones or notebooks. And companies, that have money for advertising it's products can be the only ones, that are known to group of customers. And they will buy only the known products, what will generate income for the company, and so on...
As for the product - or software as it was written in question - then... It depends. For me advert-rich free product I use once in a while would be better than the software I must purchase but without any ad. Ads can be real pain if they are very aggressive and common, especially in software used frequently. But still - it depends on the construction of the software, it's frequency of use and how pushy adverts would be.
Of course, ads have a huge impact on our society. A lot of modern sayings and phrases are based on advertisements. I'm not sure if it's actually helpful to increase conversion, though. Nowadays people know that most of ads are pure lies and the only role of their is to remind society that advertised products still exist on the market.
Regarding the third question - it depends. If the ads are not invasive I don't really mind. The problem is if it affects the "flow" of application. If ads cause problem, I prefer to use premium counterparts.
It is obvious that advertising has a significant impact on society. I think that nowadays everyone is experiencing marketing conversion while surfing on Internet. We are just surrounded with special offers and advertisements based on e.g.: website visitor behavioral analysis.
There is no simple answer in my case, when it comes to software products which I use every day or very often I wouldn’t be able to accept ads and would rather pay for version without ads. If it is about a product which I would use rarely or it would not be let’s say “critical” for me, then I can accept free version with ads.
2. Does it? Of course. It suits this article about sneakers. The biggest impact of advertising is that many people wants to be recognized for what they buy. That is why most of us buys brand new clothes, why we prefer BMW over Fiat, we drink coke and ask for APAP instead of painkillers.
3. It depends, i dont mind ads on some platforms like player or vod as i am using them not often. It changes when it comes to Spotify, i can't imagine to go back to free user after i paid once. But sure, there is more changes than just getting rid of ads.
Ads are rarely imainative and creative.
2. Advertisments have huge impact on consumers. They determine how is brand/product seen by clients. If a marketing strategy is good, you can even sell regular product for a premium price.
3. In fact, I would like to have a choice. It depends on a product. When you want to use something from time to time probably the free product with microtransactions is better.
In terms of free/paid stuff with ads/none it depends. Most of the time ads are not annoying enough for me to consider spending huge amount of money on a product, as in my mind everything is always too expensive, but on the other hand if I'm using something often and I like it, then I always consider buying full version of it, just to support the developers and/or company that manufactured it.