new media new advantage

ALTERNATIVE ADVERTISING MEDIUM

NEW MEDIA NEW ADVANTAGE: THE

ALTERNATIVE ADVERTISING MEDIUMS

Prepared by: Qaribu Yahaya Nasidi


OVERVIEW The present-day alternative media is

generally defined by its opposition to the mainstream media. Some proponents of alternative media argue that governments and/or large corporations so heavily control the mainstream media, that the mainstream media is often used as a propaganda machine.


Therefore, alternative forms of media view themselves as necessary to present viewpoints other than those from media sources controlled by governments or corporations.


WHAT’S ALTERNATIVE MEDIA? Basically anything that is not a major

news channel or something a government is putting out is alternative media. outdoor advertising may also be the alternative media, such as writing in the air, arenas and stadiums, ships, campuses, resorts and leisure


Transport is another well known alternative media advertising tool that includes advertising with in transport sectors such as trains, buses, planes, boats etc. Trains, buses and the underground are used daily by endless numbers of people of all ages and that’s why they are so effective way to reach to the public and target market.


OTHER NAMES OF ALTERNATIVE MEDIA Some refer to it as buzz marketing.

Others prefer street marketing, guerrilla marketing, renegade marketing, virtual marketing, ambush marketing, vanguard marketing, ambient marketing, covert marketing, under-the-radar marketing, below-the-line marketing, diffusion marketing or viral marketing.


WHY USING ALTERNATIVE MEDIUM? A decline in the power of traditional

media.

A greater demand for point-of-sale communications.

Its ability to offer precise audience targeting.

Its general versatility.


EXAMPLES OF ALTERNATIVE ADVERT MEDIUMS


CASE STUDY 1: ‘YOUR TRASH IS HIS LUNCH’ DONATION CAMPAIGN International charity organisation used

posters with face of homeless people and posted it on garbage containers in special manner.

the aim of this advertising campaign is to make donation to homeless people and make people realise that what is trash for them is a food for someone else.

In just 12 days the number of donations increased to 500%. This advertising campaign won an award in 8th Kiev International Advertising Festival in 2007.


‘YOUR TRASH IS HIS LUNCH’


CASE STUDY II: United State of America used

advertising writing in the air when they want recruit new soldiers. Entitle “Take a brochure”


ON THE AIR AD.


ELAVATOR AD


HTTP://WWW.YOUTUBE.COM/WATCH?V=2L852XMQPQG


SCORE BOARD AD. Stadium is the place where large

number of people gathered together to watch football match.

Advertisers found this as an alternative medium to advertise the product or service to the audience via ‘score board’ Citizens Bank used this alternative advertising media, i.e. in the stadium.


ESCALATOR AD


HTTP://WWW.YOUTUBE.COM/WATCH?V=OVMKALUCYQU


AD ON BUS & TRAIN SEAT


BUS AD.


ALTERNATIVE ADVERTISING MEDIUM EX. IN VIDEO


KLM GURELLA AD.


COCA COLA


DIFFERENCE BETWEEN MAINSTREAM & ALTERNATIVE MEDIA

Mainstream media Alternative media

Expensive

Easy to skip

Is more general

Familiar

acceptability

Relatively cheaper

Difficult to skip

More specific

Odd/unusual

sceptical


STATISTICS


SUMMARY Alternative advertising media often

known as guerilla marketing, and sometimes as place-based marketing. The basic concept behind it is to catch consumers’ attention in ways that it would not normally be caught, improving the retention of the advertising message. Today’s consumers have grown very accustomed to tuning out traditional forms of advertising like newspaper and magazine ads and TV commercials.


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