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Abstract. The present paper describes the proposed study that will examine the problems and benefits from using newest technological advances in advertising clothes. More precisely, the future research will be concerned with some methods and techologies, which are the most relevant to use on the selected market, cause of their communicative capabilities.
The research is focused, mainly, on communicative efficiency of considered digital technologies. It is anticipated that the results of this study can be used in practice of creating novel advertising compaings.
National Research University
Higher School of Economics
FACULTY OF APPLIED POLITICAL
SCIENCE
SCHOOL OF INTEGRATED COMMUNICATIONS
Using the newest digital technologies in advertising clothes
иСПОЛЬЗОВАНИЕ НОВЕЙШИХ digital технологий в рекламе одежды
Student:
Chernyak D.
Scientific Supervisor:
Abrakhimov M.
Linguistic Supervisor:
Krutskih A.
Moscow – 2013
Using the newest digital technologies in advertising clothes
Introduction.
Abstract. The present paper describes the proposed study that will examine the problems and benefits from using newest technological advances in advertising clothes. More precisely, the future research will be concerned with some methods and techologies, which are the most relevant to use on the selected market, cause of their communicative capabilities.
The research is focused, mainly, on communicative efficiency of considered digital technologies. It is anticipated that the results of this study can be used in practice of creating novel advertising compaings.
The background.
Within the present environment of increasingly aggressive competition, customers are becoming the key to successful business for many companies in different industries, clothing are not an exception. Customer loyalty is regarded as one of the most competitive advantages. To attract and retain customers, companies should always offer something new to them: new product, new experience, new emotions, new communication. Digital offers sellers and customers a whole new environment to communication by any online and offline means.
A few years ago people couldn’t even imagine the posibility of buying clothes through the internet. How can we buy shirt or jeans with no idea about quality and durability of fabric? Without losing long hours in fitting rooms? Without even viewing and touching cloth at showcase or dummy? – The most common questions asked by people who were offered to buy clothes through the web about five years ago.
Nowadays, in spite of prejudices, online clothing stores are real; they’re growing and developing with every year. According to “Insales.ru”, Russians spent 34.4 billion rubles for the buying clothes on the internet in 2011, which is 69% more than in 2010. This new form of shopping is just one example of the impact of digital technologies on the market.
Classical approach to clothing store is still alive and also uses communicative advantages of digital. More successful cases appears every day, more trends in advertising they create.
The problem statement.
The issue raised in this proposal is currently an idea of research aimed at get empirical data about practicability of using digital technologies in advertising clothes, their benefits and possible issues.
Theorethical hypothesis: using newest digital technologies in advertising clothes may significantly increase quality of communication with customers, raise number of interactions and boost sales.
Subject of inquiry: digital technologies in advertising clothes.
Subject of investigation: impact of modern digital technologies on the success of cloth advertising projects.
The professional significance.
New original ideas, technologies, and solutions can be the basis for innovation in industry. In order to be contemporary and attractive to audience, these new concepts must be useful to the marketing approach of the brand. The ability to adopt and use new trends, to develop them and to invent completely new ones is an essential determinant of effective advertising process.
Advertising is one of industries which are “just working”. It means that it’s developing with every day passed and moving from one step to another very quickly. And there are no actual scientific information about many technologies, methods and approaches to communication with audience, their benefits and problems, their profit. This study is an attempt to close at least one small gap of knowledge about the nature of advertising.
Aim of the study: to investigate the impact of digital technologies on the success of advertising.
Objectives of the study:
Literature review.
“Newest digital technologies”.
Emergence of microprocessor technology has launched the latest informational revolution. We understand this from the appearance of personal computers and the Internet. All consequences we can perfectly contemplate in our houses - when opening habitual to us "Google" on laptop; on the street - looking at huge LED screens; at cinema - viewing 3D-movies. Microprocessor technology established a world of new media.
There are 8 channels of communication in digital environment:
1. Corporate and promotional websites.
2. Social media. Social networks, email services, Skype, YouTube, and other
3. Mobile communications. Promotions via SMS, games for phones.
4. Search services. Contextual advertising and search engine optimization.
5. Banners.
6. PR. News resources.
7. Digital out of home. Interactive with people in public places.
8. Advergame. Games specifically designed to promote a product or service.
To limit the scope of the research, we will mainly study the most new channel of communication – digital out of home (DOOH).
What is included under the digital out-of-home designation is a matter of debate, and dozens, if not hundreds, of digital formats have the capability of reaching consumers outside of the home. Some trade organizations don’t include mobile or cinema advertising under the DOOH umbrella, for example, while others don’t include digital signage. But the common factor in everyone’s definition of the media is that it reaches on-the-go consumers while they are away from home.
In this study we will accept Janice L. Litvinoff’s definition of DOOH:
“The DOOH market consists of any digital display outside of the home, used for the sale of advertising “spots” or “impressions.” DOOH is a unique intersection between advertising, digital signage and traditional out-of-home”
The digital out-of-home market continues to grow, despite the tough economic climate. According to projections by research firm PQ Media, the global DOOH market was projected to top $6.5 billion in 2009, a 9.1 percent increase compared with the previous year. The total number of DOOH ads displayed graphically in Annex 1.
Key features of advertising clothes.
There are categories of products on the market that are always in demand. The clothes concern to them. People are constantly updating their wardrobe, learning about all new fashion – it seems that there is no problem to promote clothing.
Howewer, the clothing industry is saturated with a wide range of competitors, and virtually every niche in the market is already being served. Fortunately for aspiring fashion entrepreneurs, the clothing industry evolves quickly enough to allow new businesses to set new trends and secure market share from established brands. Clothing purchase decisions can rely to a great extent on social influences, which require clothing advertisers to come up with creative ideas to reach consumers by any means.
There are many classic trends in cloth advertising: tv, magazines, fashion shows, strategic gifting, branding, and, of course, merchandising.
As technology evolves, advertisers are faced with increasingly diverse options as to how to get their message in front of consumers. At the same time, traditional advertising media such as television, radio and print are becoming less and less effective in capturing consumers’ attention. Advertisers, then, are searching for more innovative ways to get their message across.
Nowadays, goods become symbols of a certain lifestyle and behavior, symbols of our self-assessment. Philip Kotler said: "People don't buy footwear only to keep feet dry and heat anymore. They buy it because the footwear allows them to feel handsome, womanly, severely, young, strong, charming, and spectacular. Purchase of footwear becomes emotional experiment. Today business sells not footwear, but excitements and emotions".
Stuart Armstrong allocates top 11 reasons for a retailer to deploy a digital in-store media network:
As we can see, there are many ways, which DOOH application gives to company. Point 4 should be noted separately as very important for cloth sales.
Whether it is in a checkout, pharmacy or service desk queue, or simply waiting for your wife to try on another blouse to go with a new skirt, no one is a big fan of waiting. If you can reduce “perceived” wait-time, you win. According to a study done by BTV+: “Virtually every use of digital signage display generates a 40-60 percent reduction in perceived wait time”.
Methodology.
The aim of the research will be achieved by the deployment of a qualitative method; particularly expert interviews are going to be conducted.
Expert interview - a type of in-depth interviews, its main feature is the status and competence of the respondent who acts as the skilled participant of the studied market. Expert interview involves getting from the respondent detailed answers to questions about the trends and characteristics of the market, forecasts of its development.
Interviews will be held with experts who work on the modern Russia advertising market. Experts from several agencies will be interviewed for the most diversified disclosure of topics.
Proposed structure of interviews:
Results anticipated.
Speaking about the future results of the study in should be stated that at the stage of preparing project proposal there is a hypothesis which most probably is going to be proved. This hypothesis is about the ultimate utility of using newest digital technologies in advertising clothes.
By accomplishing the research project it would be highly interesting to receive information about current situation on advertising market from straight from the tin.
The presentation of the results will use an appropriate pattern. The results will be reported accurately and objectively in the narrative text.
Conclusion
It follows from what has been discussed that there are no actual scientific information about many aspects of today advertising. That project had discussed the main aspects of applying newest digital technologies in advertising clothes, their benefits and weaknesses, their possible future. That project had considered just one narrow topic from the many essential aspects of advertising knowledge about which there no investigations.
References.
Annex 1
Line |
Item |
Source/Calculation Approach |
Value |
1 |
Total Displays — North America |
Per DisplaySearch (an NPD Company). Similar display deployment totals are reflected by other market analysts. |
900,000 |
2 |
Percentage of displays with advertising |
Estimate (conservative) |
50 |
3 |
Displays for advertising |
Total displays X% with ads. This is conservative based on: – OVAB member networks alone account for 425,000 displays. – many digital signage networks (i.e., not 3rd party ad support) accept some advertising to offset costs. |
450,000 |
4 |
Displays per “channel” |
Estimate |
100 |
5 |
Number of unique channels with ads |
Displays for advertising + displays per channel |
4,500 |
6 |
Typical loop duration (minutes) |
Estimate |
10 |
7 |
Typical “spot” duration (seconds) |
Estimate |
15 |
8 |
Total spots per loop |
Loop duration/spot duration |
40 |
9 |
Percentage ad spots per loop |
Estimate |
50 |
10 |
Ads per loop |
Total spots per loop X % ad spots |
20 |
11 |
Total ad spots running at any time |
Ad spots per loop X number of channels |
90,000 |
12 |
Frequency of ad refresh per year |
Estimate |
12 |
13 |
Estimated total unique ads on North American digital out-of-home networks in 2009 |
Ad spots at any time X annual refreshes |
1,080,000 |
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