Advertising vs. Privacy

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For some time now, consumers have been aware of the privacy flaw of the internet. Popular websites like Google and Facebook have long been exploiting data from the internet about consumers. Searching “pizza” on Google automatically shows a Pizza Hut ad. It has even been said that some companies are checking social media before hiring future potential employees!

Everywhere on the internet, there is consumer data being gathered for advertisers to target their audience more efficiently. With this data, companies have the ability to target their consumers strictly by their interests. For example, a consumer who searches “fishing” on Google will likely receive plenty of advertisements selling fishing equipment. This is something I have experienced first hand. Recently, I had ordered a pizza through Domino’s using their website. The next day, I logged in to one of my social media accounts and noticed several advertisements – not only by Domino’s, but their competitors as well.

This type of marketing is widely known as behavioral marketing. Behavioral marketing is a marketing strategy in which companies target consumers based on their interests. For example, a consumer who owns a boat may be targeted by Bass Pro Shops, since this consumer is likely to be interested in their products.

Is privacy important to you when searching the internet? Do you support behavioral marketing? Have companies gone too far to reach their target audience?

What is your perspective?

The Buying Process

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The buying process of consumers has long been recognized by advertisers. This process is common knowledge for companies looking to draw the attention of consumers in the market. As consumers, we all experience the buying process when we’re out shopping.

In the first step, arguably the most important in advertising, the consumer realizes that there is a need or desire that must be fulfilled. A company can take advantage of this. How? By using advertisements in a way that creates needs and desires. For example, LensCrafters may advertise with a phrase like, “Don’t neglect your eyes – they’re important.” This may, externally, create a need or desire for consumers to schedule an eye exam.

The second step in the process is, in simple terms, the step in which the consumer calculates the best way to solve the need or desire. The need or desire is typically solved by purchasing a product; this is where advertising comes in. Whereas in the first step, an advertisement focuses on creating a need or desire in the consumer, the second step focuses on purchasing a specific product. For example, the slogan for the Snickers candy bar was once, “Hungry? Grab a Snickers.” In this slogan, Mars is sending a message to consumers that Snickers, in specific, will satisfy their need to eat.

The final step in the process involves the consumer finalizing the decision and making the purchase. This is the goal of advertising – to attract consumers and have them, eventually, make a purchase.

So, this leaves two different strategies. Should a company’s advertisements focus on creating a need or desire in a consumer and increasing their product’s market? Should a company’s advertisements focus specifically on their specific product’s market share? Should they take a completely different approach? Which strategy is most effective on you, as a consumer?

What is your perspective?

Advergames

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In my teenage years, video games were a main source of entertainment. I remember having a great time with friends who lived as far away as Canada! One thing that I remember noticing, though, is in-game advertisements. In this example, Pepsi advertisements are prominent throughout the screen.

As someone who studies advertising, I find this to be an excellent opportunity for businesses, should the funds be available. These advertisement placements are similar to the product placements in movies and television shows, which have their own advantages, compared to a 30-second ad spot on television. An ad spot on television competes with every other commercial for the attention of consumers. A commercial must have certain qualities before a consumer will receive the message, assuming he/she is paying attention. Product placements already have the consumer’s attention; they just have to appeal to the consumer without him/her noticing that it’s an advertisement. That’s where in-game advertisements come in.

Advertisements are disguised as part of the game. For example, in the earlier example, Pepsi was disguised as part of the stadium. This removes the possibility of the message being blocked by the consumer. This isn’t the only advantage, though; there is also the association of the brand/product with positive emotions. Video games are associated with entertainment, happiness, socializing, etc. Therefore, all of these positive emotions will be transferred to the brand, since the consumer will be experiencing these positive emotions while being exposed to the advertisement.

Companies are evolving in their methods of advertising. As technology evolves, as does advertising.

Check out this interesting video from a few years ago:

 

 

Music Videos: Music’s Advertisements

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Ever wonder why music videos were created or why they even exist?

Well, they’re basically advertisements for songs. Music videos attract the audience to a song. Music videos are so popular, they even have their own yearly award ceremony, complete with inappropriate interruptions! There is a correlation between the number of music video views and sales. Popular artist, Justin Bieber, has accumulated nearly a billion views on YouTube in his single, “Baby.” This is the same single that appeared on the Billboard 100 for 317 weeks. The better a music video is, the more people will like the song itself. The music video will always be associated with the song. Whether that’s a good or bad thing depends on the video producers. Some music videos can even become viral and lead a song to mass popularity. Hit single “Gangnam Style” is the perfect example of this, with nearly 2 billion views. There have even been songs that have been released as music videos before they’re released as an actual song! One of the most popular examples of this is “The Fox (What Does the Fox Say)?” This song is proof that a music video can take a song a long way.

An example of an excellent, underrated music video:

Nothing beats a dog with sunglasses.

Paypal is Your Pal

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Payment methods have certainly evolved throughout history. The fact that something can be paid for with the swipe of a card is truly amazing. Today, however, there is an online market to attract. Payment methods like Paypal have flourished on the web. So much so, that online retailers are now almost required to have some kind of online payment method on their website. Even a pizza can now be purchased through online payment and delivered to your home, just moments after!

Safety is one of the main issues of these online payment methods. Many consumers fear their information will be stolen, if posted on a website without a secure method of payment (such as Paypal). This can be a huge issue for online retail companies. A consumer may be too frightened to purchase a product, which can lead to a loss of potential revenue.

With the growth of the online market, I feel it is essential to give all consumers a sense of safety by adding a secure online payment, such as Paypal. eBay, the owner of this secure online method, seems to be thriving as one of the internet’s most visited websites. Perhaps Paypal is one of the reasons why eBay is so successful. Only time will tell just how much more success Paypal will achieve.

Is it worth paying a fee to give consumers the option of paying through Paypal? Do you feel safer inputting your information on websites that use Paypal? Do you feel the future is bright for online payment methods like Paypal?

What is your perspective?

Adobe Photoshop Assignment

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Altered Picture 1

In this picture, I altered the shadowing for a brighter look. I also used the patch tool to alter some facial features.

Altered Picture 2

All I wanted to do with this picture was remove the distracting shadow. I did that with the lasso tool and content-aware.

Altered Picture 3

I used the crop tool to crop the image to give less head room. I also adjusted the contrast, color, and tone.

Altered Picture 4

First, I cropped the image, using the crop tool. Then, I adjusted the color, tone, and contrast. Once that was done, there was a gap of grass that looked to be dry. I used the lasso tool and quickly adjusted it with content-aware.

Altered Picture 5

This picture didn’t need to be cropped much, but I still cropped it, just a bit. What needed to be adjusted the most was the shadowing, so I altered the image to brighten the background. There was also some red eye that needed to be fixed. I also adjusted the color, tone, and contrast for a better overall look.

Altered Picture 6

This image proved to be a challenge for me. After cropping it with the crop tool, I noticed there was a person in the picture that was a bit distracting. I used the lasso tool with content-aware, but it still needed to be adjusted. I used the clone stamp to color-in any mistakes made from the lasso tool. No more distracting body in the way!

Altered Image 7

There really wasn’t much to edit in this picture, other than the cropping and some color correction. I simply did that and moved on.

Altered Picture 8

I had quite a bit of fun editing this picture. There were some metal pieces on the floor. I removed those using the lasso tool with content-aware. No more distracting metal! Then, I adjusted the faces just a bit and changed the color, tone, and contrast to enhance the visuals. I also cropped the image a bit.

Altered Image 9

The patch tool was my best friend in this image. I used it to alter some facial features. The clone stamp tool also came in a bit handy with that. After the image was cropped, that’s really what I focused on.

Altered Image 10

This image had some distracting pieces of debris on the floor. I removed those with the lasso tool and content-aware. Other than that, the image just needed a bit of cropping and minor color adjustments.

Altered Image 11

In this image, I adjusted some facial features with the patch tool, used the crop tool, and fixed the color.

Google’s Project Tango

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Just a couple of days ago, Google announced that they are working on a new project – Project Tango. Apparently, it’s a project that will change the way phones work by giving them a ” human-scale understanding of space and motion.” This is something that really interests me. It seems this project will bring forth new, life-changing apps that will create new opportunities for everyone. In their announcement video (embedded below), they show this new device displaying maps of a person’s surroundings, guiding a blind person, digitally adding furniture to a home to see the end result, and a few more really interesting features. Google always seems to pump out incredibly interesting products! Google Glass, Google Fiber, and Google Chrome are just a few of their recent technologically advanced products. It will be interesting to see what Google will come up with in the future; I’m definitely excited to see what’s ahead.