ADVERTISING

EMERGING TRENDS IN ADVERTISING

Sensory Advertising
1980s
It is a type of advertising that appeals to all the senses in relation to the brand. It uses the
senses to relate with customers on an emotional level.Advertisements can forge emotional
associations in the customers minds by appealing to their senses. A multi-sensory experience
generates certain beliefs, feelings, thoughts and opinions to create a product image in the
consumers mind. Sensory advertising is used to relate to the customer in a more personal
way. It is a technique that does what traditional forms of advertising cannot. It is used in retail
design, magazines, showrooms, trade-fair booths, service centres , and corporate

headquarters. It is also used to understand the emotions and experiences of the consumer
when being drawn to, purchasing or using the product, penetrate and dominate market share,
increase profitability and to ensure initial and repeat purchases.Sensory branding is used to
create an atmosphere that encourages the customer to pay money and can be influenced by
sight, noise, touch, taste and smell. Sensory Branding, as the term suggests involves the use
of the senses in creating the relationship with the product

Visual
Sight is the most used sense for marketing because it is the one most responsive to the
environment. According to fashion retailer Gina Tricot, the eyes buy 70 or 80 percent of
what people buy. Sight is how the customer knows the product offering, quality, changes,
store layout, materials, lights and colours. Shapes and colour are the first aspects of a brand
that is noticed by the customer.
Colour is a big influence on visual branding because it can affect people emotionally.
According to the Seoul International Colour Expo, The colour of a brand logo improves
brand recognition by 80%. And 84% of people believe that colour amounted to the major
consideration when they choose a brand. Different colours affect people differently, for
example, red is the highest stimulation hue. It increases pulse and heart rate, raises blood
pressure and stimulates appetite. This can be used by sensory branding in restaurants to
stimulate hunger or in bars to because of its exciting properties
Example :
Hutch, the orange color and also the pug campaign leave a strong impression in the minds of
the people that every time when the pug campaign is on the air the audience will
automatically understand that its hutch. Many other brands try to leverage the popularity of
the Pug but didnt succeed.

Auditory
Sound is used in advertising to evoke emotions and feelings to influence experiences and
interpretations. Sound when matched with a message is a powerful way to make the customer
remember it. Background music is an effective way to influence customer behaviour at the
point of purchase. If used properly, music can create a mood for the consumer that
encourages them to buy, for example playing rock and roll music in a guitar store.

Olfactory
Smell is used in advertising because it increases the customers remembrance of the brand.
Smell is the sense most linked to our emotional recollection. It can create instant connections
between a brand and other memories. Neuromarketing studies show that 75% of emotions are
triggered by smell. Smell is linked to pleasure and wellbeing, emotion and memory.
Therefore it can influence customers emotional state and mood to make the customers more
susceptible to impact customer behaviour. Restaurants sometimes send artificial smells into
the areas around the venue to increase awareness of their product.
Example:
Victoria's Secret, have long used fragrance as part of the sensory environment in their stores

Gustative

Taste fuses all the different senses together to create a holistic experience. Therefore name,
presentation, environment, scent, sound and texture must all be considered when advertising
with taste. Taste is linked to emotional states, and so it can alter mood and brand perception.
Example:
Lays and Maggi launched a campaign in which they invited the desired tastes from the
customers and then after trying and testing they launch it. This initiative helps them to
connect with the customer due to their emphasis on the customers taste senses
Examples
Krackjack the biscuit with the dual taste of sweet and salt in one is probably one of the
earliest examples of sensory branding in the Indian context (which was followed by 50:50
from Britannia). While significant stimuli a consumer faces (stimuli means sensory
information directed to any aspect of the senses) is visual in nature, marketers can tap other
senses towards creative branding .
Liril 's advertising campaign during the recent times highlights the sensual aspect of touch.
Tropicana 's pure fruit juice proposition at a premium though generally associated with the
health platform also moves the consumer towards the sensory appreciation of taste.
The visual aspect of sensory perception has been translated into a stereotype (projecting an
image or a picture that is widely held by the consumer in general) by a number of brands in
the cosmetic and personal care fields. Fair&Lovely and Parachute are examples
"Sparkle in your tongue" was one of the slogans of Coke in one of its markets that aims to
combine sensory aspects with the experiential involvement wherein the consumer has the
tendency to "Act"(in this case buy the brand and taste it), before feeling about the offering
and later perhaps thinking about the drink.
Starbucks now roasting beans in-house to enhance the authenticity of aroma in store.
Nissan, the presentation adds is taking a hint from the pleasant effect of forest air on people.
Nissan studied the effects of aromas on human mental activity and "the resulting forest AC
system intermittently and alternately furnishes two unique aromas, borneol and leaf alcohol,
to alleviate boredom and stimulate the driver's brain."
Hutch, the orange color and also the pug campaign leave a strong impression in the minds of
the people that every time when the pug campaign is on the air the audience will
automatically understand that its hutch. Many other brands try to leverage the popularity of
the Pug but didnt succeed.

TREND 1
AMBIENT ADVERTISING

Ambient advertising is a popular approach to promoting a product, based on the idea

that the subtle things people notice around them have an impact on them. Projections
or stickers are examples of ambient advertising, as well as advertising on beer mats, in
bar toilets or the sides of telephone boots etc.

TREND2
TISSUE PACK ADVERTISING

Tissue pack advertising is a concept developed by Mr.Hiroshi Mori in 1960 where the Tissue
Paper is used as a advertising tool. Japanese are quite creative and always come up with new
ideas and inventions .With more than 4 billion tissues are distributed yearly. It is a very
effective advertising tool. Companies use small, portable tissue packages to move advertising
copy directly into consumer hands. The Industry is generating sales of more than 75 billion
yen annually.

Traditional flyers are now replaced by Tissue Packs as the former was not accepted
without being read and rejected by consumers.
Packing of Tissue Paper is done in such a way which attracts a lot of consumers
towards it. Companies are taking the advantage of this and publishing several ads of
their products which directly reach to the hands of consumers.
It helps the consumer to retain the ad for a longer period of time.

The idea of Tissue Pack Marketing crosses the boundary of Japan and today, a large number
of advertising agencies in U.S are using this practice to market their products. The method is
also introduced in Canada and China, where a large number of Companies are promoting
their products with Tissue as their medium of marketing

TREND3
ASTROTURFING

Astroturfing is a political term that describes a type of campaign that can be via public
relations, television, radio, Internet or political demonstrations, that seeks to gain entry into
popular culture under the guise of appearing to be a spontaneous movement
Astroturfing is an artifice that uses either a specific demographic or a diverse group of people
to push a political agenda, often without their knowledge. Astroturfers incite others to action
by spreading disinformation or talking points aimed at disseminating a specific message
either for or against a specific politician, political organization or piece of legislation.
Astroturfers are most often highly paid lobby groups or political operatives, who act at the
behest of an organization or individual with a stake in the successful outcome of the astroturf
campaign.
Example- In December 2006, the All I want for Xmas is a PSP marketing campaign by Zipatoni
and Sony sparked ridicule from the gaming community when it was discovered that the fake blog was
in fact assembled by a marketing team.

BRAND COMMUNITIES
1990s
A brand community is a specialized, non-geographically bound community, based on a
structured set of social relations among admirers of a brand. A brand community is a
community formed on the basis of attachment to a product or marque.
Examples of brand communities-Apple Inc. (Macintosh, iPod, iPhone)

1. Mini Cooper
2. Royal Enfield
3. Harley-Davidson motorcycles
4.

Barbie

5. Lego
HARLEY OWNER GROUP BRAND COMMUNITY
The Harley Owners Group was created in 1983 as way to build longer-lasting and stronger
relationships with Harley-Davidson's customers, by making ties between the company, its
employees, and consumers.

The group organized rallies , events across the world keeping the Harley members together .
there are over 900000 members in the world of H.O.G.
Barbie started a campaign in September 2011 called Doll Up Yourself which is making an
effort to humanize Barbie like Katrina Kaif walking the ramp in a Barbie outfit symbolizing
human Barbie , then there are certain designing Barbie shoes etc contests.

TREND4
REVOLUTIONARY CONCEPT OF NEWSPAPER
ADVERTISEMENT(A NEW EMERGENCE)
1. Laminated silver newspaper
2. Electronic newspaper
3. Shiver newspaper
Volkswagen embeds revolutionary ad in the newspaper
Volkswagen introduced a very revolutionary concept of newspaper advertisement. And
this system was first followed in the launch of Volkswagen Vento. They came up with the
concept of Not ever used earlier a electronic newspaper advertisement concept.

In The Times of India, People were shocked hearing the paper speak. They searched the
newspaper and found that the voice was actually coming from a small magical device
embedded in the all new VWs Vento ad.
Same way, they came up with the concept of a new laminated paper ad during the launch
of VW JETTA

SHIVER NEWSPAPER
Volkswagen always turns up with one of the most innovative newspaper Advertisement.
After talking newspaper for Vento and Silver newspaper for Jetta.
Most recent Advertisement trend followed by Volkswagen is GO Shiver.
A very light weight instrument put in the newspaper, which shivers when we open the
Newspaper.
This kind of advertisement technique was followed for the promotion of VW Vento and Polo.
Such advertisement campaigns, fetch a lot of attention, and at this stage atleast in India, VW
has set its benchmark of introducing the most innovative technique of newspaper
Advertisment.
Therefore every new promotion of Volkswagen now is an attraction and Out of the box
thinking for the General Public.

TREND5

COUNTDOWN TREND

This kind of advertising trend was introduced for the 1st time by BMW for a its BMW
3series.They displayed the car in the most visited premium places, with a countdown clock
and car was hidden behind the balloons, which increased the curiosity among the new car
buyers and stopped them to wait for the new release. This hampered other competitive car
sales and made it a HYPE. Such kind of trends create curiosity among the buyers. And for
premium cars promotion. Such kind of campaigns play a big role.

TREND6

APP ADVERTISING
App advertising is emerging as a means for brands to engage with consumers through
downloadable mobile apps. These apps are available on android, ios and symbian
platforms.Consumers are kept updated through online inf. Availabilty and latest news.
"App-vertising" is a new form of Brand Positioning for companies to utilize by promoting
their brand through a downloadable mobile application. The new innovation could finally
harness what has always been a tantalizing but frustrating potential of Mobile Advertising.
Perhaps one of the most successful app-vertising campaigns to date has been from Audi. Over
50 per cent of downloaded applications are games, so Audi incorporated their brand into a
racing game, the A4 Driving Challenge.
Appvertising is a term used to describe ads that go beyond typical mobile-friendly banner ads
in an effort to become more engaging and interactive like an app.
Appvertising is the new rage where advertising is mixed with apps. iPhone users constantly
use apps because these apps make their life more convenient. In the mobile marketing field,
appvertising is the new entry that is growing at a faster pace.
Appvertising is emerging as a means for brands to engage with consumers through
downloadable mobile apps.

TREND7
ELECTRONIC BILLBOARDS
A digital billboard is a billboard that creates digital images that are changed by a computer
every few seconds. Digital billboards are primarily used for advertising, but they can also
serve public service purposes.
These days, companies have adopted a new strategy of Putting electronic billboards, that,
computer coded billboards.
For. eg this hoarding shown above has computer coded LED lights, which can even be seen
near sector 18 metro Station Noida.
Such hoardings fetches lot of attraction helps in brand promotion. Many more companies like
Fiat for promoting its car like Linea, has also adopted such methods, like they are have
headlights working on the hoardings. This is a latest concept and is gaining popularity and
momentum. Therefore such trends work a lot and help in promotion of Brand.

TREND8
3D PROMOTIONAL TREND

The invitation sent by apple for its recent launch of iphone5 was different from all others.12
reflects it will be released on 12th September. We havent seen it physically, but it is said, the
card shadowed 5 reflecting iphone5. When we see it in the mirror, it reflects, it will be
circulated in 21 countries.

TREND9
GREEN ADVERTISING

Michael J. Polonsky defines green advertising as: All activities designed to generate
and facilitate any exchange intended to satisfy human needs or wants such that
satisfying of these needs and wants occur with minimal detrimental input on the
national environment.

Examples of green advertising:-

Among the recent green advertising efforts in India was the Toyota PRIUS, the hybrid
electric car.

Hindustan Unilever's 'Save Water' Campaign is yet another, in which the company
decided to launch products that consume less water.

Nokias phone recycle campaign, is another effort in the green space.

TREND10
STEALTH ADVERTISING
Stealth Advertising, also known as undercover advertising, is an aspect of advertising in
which an audience is not aware that they are being advertised to. Stealth advertising tactics
are meant to market to ones subconscious. The objective would be to make someone feel
that they need or want something, without actually going out and saying buy this, our product
is great, or check this out.
Example:-

Apple is a great example of modern companies that use stealth marketing. How
many movies and TV shows do you see these days with people using Apple
products? This is also called product placement. For example, if you watch the
Jimmy Fallon show, not only does he often use his Mac Book Pro on his desk, but his
IPhone as well to check various things throughout the show. Practically every person
on film or television connected to an MP3 player is using an IPod. If you watch
sports, most players and fighters before competition get in the zone through the
music that they have on their IPod. Apple products have become so popular, largely
in part to their implementation of stealth marketing through major media outlets in

conjunction with effectively branding their products while attaching aspects of

popular culture to them.

Sony erricson used stealth advertising in 2002 when they hired 60 actors in 10 major
cities, and had them "accost strangers and ask them: Would you mind taking my
picture?" The actor then handed the stranger a brand new picture phone while talking
about how cool the new device was. "And thus an act of civility was converted into a
branding event." (Taken from Walker, Rob. The Hidden (In Plain Sight) Persuaders.
New York

Times Magazine; Dec 5, 2004; New York Times pg. 68