When we think of adverts and advertisers, commercial brands spring to mind. Coca Cola, MacDonald’s, -historically- the tobacco industry, are the key players. These brands and private industries certainly have the creative spend, the commercial drive and the huge advertising teams to be able to run the industry and buy the essential Superbowl advertising slot for their creations. Read More
Digital technologies are elevating advertisements to a hitherto unforeseen level. Augmented reality has already added an interactive element to physical advertising, watching adverts online also now has an element of choice.
Next to these innovative advertising methods, print it often seen as the dowdy relation – stuck in a traditional format which simply cannot advance in the same way as digital. Motorola’s new print advert totally confounds this viewpoint however. By incorporating circuitry into polycarbonate paper (in itself a demonstration of how print & digital can be integrated extremely effectively) the magazine reader can change the colour of the Motorola phone on the printed page. Read More
The ‘Linkz’ app, by creators of the same name, has recently started to be offered to companies who want to take their print advertising to a new level. In the same way as QR codes, the app allows brands to enlarge the product information available to customers without enlarging the printed advertisement itself. Using their smartphone or android, consumers simply scan the QR code (or in the case of ‘Linkz’, the invisible code) and can be taken to whatever extra offers, games, competitions or general information the company wishes.
It has been argued that a purely print marketing campaign is a one-dimensional route of appealing to customers and that digital is the way to harness the multidimensional approach. Yet, it may be that the digital era is providing just the platform that print marketing needs to assert its position as the most memorable medium in any campaign.
Coca-Cola has recently been demonstrating a rekindled appreciation for print marketing, cottoning onto the fact that, not only is print not one-dimensional, it can now be enjoyed in a brilliant three-dimensions. Read More
Competition has never been greater for consumer attention. With the result that, wherever we go, we are overwhelmed by a wave of advertisements and ‘noise’, trying to get us to focus on countless different products at the one time. Is it therefore possible for marketing teams to draw attention to a particular product without being absorbed into this information overload? Read More