Creative Media

Besides the Traditional Media (i.e., TV ads, radio, etc) and New Social Media (i.e., Social Media, Interactive Television and Sell-phones), companies can also consider other ways of promoting their products, through so called Creative Media.

Creative media is, therefore, anything that is not traditional media or new social media, where information about the brand or its products appears. It is best if this media is associated with the firm’s product or firm’s identity, by the means of context effect – effect of transfer of mood from a media to advertisement (e.g., transfer excitement of a new James Bond movie to the product advertised during the films).

It is also hard to describe Creative Media, as it is hard to describe creativity, therefore, it is best to illustrate what creative media is with examples:

– An insurance company promoted its brand name and slogan by printing them on eggs, such as the ones you can find in the super market. The choice of egg was due to eggs protective shell and because of its fragile and easy to break nature (Dahlem, 2005).

– An energy drink brand was promoted on an elevator. The elevator was chosen because of its power to move quickly and to push hard weight (Dahlem, 2005).

– Circus demonstrations in the center of the city.

– Mentioning brand in popular books (e.g., detectives and romance novels)

– Co-branding, can often results in creative media advertising, as other brands promote your products.

Besides creating another opportunity for marketers to promote they brands or products, creative media is also much more effective than traditional media (Dahlem, 2005). Some most common advantages of creative media over traditional media are: creative media usually gets more attention, it generates more buzz and discussion among the consumers; it passes under the under the radar, creating implicit rather than explicit associations; and the advertisement clutter is virtually non-existent in creative media.

Overall, consumers are overwhelmed with information in their everyday situations, which is therefore hard to separate. Thus, perhaps, it is best to get their attention though different, more attractive channels, which are provided by Creative Media.

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Dahlem, M. (2005) “The medium as a contextual cue. Effects of creative media choice.” Journal of Advertising, 34 (3), 89-98.

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