Select a page

Traditional Advertising: Trends, Uses and Case Studies

There are always steps to progression. In terms of how we digest information, what use to be a very basic set of steps has become rather intense since the introduction of the “@” symbol (Pop Culture reference). But seriously, think about the progression of entertainment, which is directly tied into marketing. First, there was print (e.g. journals, newspapers, pamphlets, etc.) which required us only to use our eyes. Next, was radio which asked us to use our ears, as well as, our imagination. Lastly, or so we thought, was Television. Television was a great tool because took vision and listening and combined them. When color came out some people’s minds exploded.

When creating ads, it is always important to keep these simple questions in mind:

  • Who do I want to buy my product?
  • Where do they get their information?

With the variety of mediums in which we can get information its becoming increasing difficult to pin point exactly where your target audience is. Honestly, in 2011 they are everywhere, full circle is the way to go… no rock can be left unturned.

But what about pre-Interweb? Scratch that. What about the people in society who are still dedicated to tradition mediums. Is there still enough of them to throw dollars into them? If so, how much do you allocate to make them feel special enough to buy what your selling?

Below are a examples of Traditional Ads before the Internet

Print Example – Molson

rob1The objective was to spike purchase intent with magazines and build the social confidence of 21-to-25 year-old males.

The approach was to market Molson by giving guys tools, so they in turn could market themselves to women. Molson Practice Print ad inserts were developed as simple tests to help guys concentrate and focus when they‚Äôre having a conversation with a member of the opposite sex. The Molson “Connection Tool” inserts, like Activity Stickers, Business Cards and Wallet Photos were designed to give guys tangible tools to use to help them break the ice with women in bars, clubs and at parties.

Consumer qualitative and quantitative testing showed that the “Tools” executions increased Molson’s overall appeal and purchase intent:

  • Purchase intent increased from 66% to 95%.
  • Brand appeal measure went from 29% to 80%.

Radio Example – Kleenex

rob2In order to drive its rate of sale during the cold and flu season, Kleenex Anti-Viral needed to build awareness of its core benefit (“kills 99.9% of cold and flu viruses in the tissue”) amongst the core audience – these are young mothers with children aged 3-14 years.

Radio was selected because it not only offered rapid coverage build and high levels of message frequency for this target audience, it also offered a low entry cost in terms of media and production. Importantly it also reached mums and kids at critical times of the day – “mum times” (e.g. driving to the shops) and joint listening times (such as on the way back from school).

The campaign focused on morning and afternoon airtime, using a combination of spot advertising and the ongoing weather sponsorship. In addition, the “Heroes” creative strategy was picked up by the presenters, with Capital Radio’s breakfast team notably creating their own version of the Kleenex Anti-Viral song and posting it onto YouTube.

The key campaign message, that Kleenex Anti-Viral kills 99.9% of cold and flu viruses in the tissue, was measurably well communicated, with 76% of radio listeners in agreement with the brand claim, compared with the 51% norm.

Television Examples – SelectQuote

rob3SelectQuote is the largest independent direct marketer of Term Life Insurance in the United States. As a direct response advertiser, SelectQuote primarily looks at their CPL (cost-per-lead) in determining campaign success. In general, they have different CPL expectations for different media outlets. The challenge was to figure out the appropriate CPL for the TV Network buy. SelectQuote determined an overall CPL goal for the TV Network buy and added a TV Network campaign to their traditional buys to see if they could reach new audiences while keeping a reasonable CPL.

SelectQuote took a two tier approach:

  • Audience Targeting: SelectQuote placed a buy through the TV Network targeting watchers of finance or business news, watchers of FOX News or CNN, and in any of three different PRIZM segments.
  • Lead Tracking: SelectQuote used a unique phone number with their TV Network buy in order to track response and determine their CPL.

The TV Network enabled SelectQuote to reach their target audience while achieving their CPL goal. SelectQuote used the audience targeting available through the TV Network to find their audience on national networks and during programs that they would not normally buy. The campaign exposed them to networks, day parts, and inventory that were not saturated by their current media plans.

The conclusion

Keep in mind that all of the examples listed were from the last 5 years. So even with the explosion of social media, traditional is still the best way to reach people. It is the easiest way to identify your target audience aside from media buys and keyword searches. As Chris said, most of society still gravitates towards traditional. As a full services agency we are ahead of the curve because we see the importance in all areas of advertising. We see how intertwined the various mediums are and how effective they can be when used properly.



Leave a reply

Your email address will not be published. Required fields are marked *