Evaluate an Ad Campaign – The Ladders

The Ladders:

• Website: http://8jv0.sl.pt
• Commercial: http://8juz.sl.pt

The ad campaign I chose to evaluate is that of The Ladders, an executive job and career management site. Both the television ad and the website share a clean cut, professional look. However, the television spot adds a humorous twist to the term, “Making you more attractive to employers.” by having office workers posing seductively in the workplace. The people shown on the website share the same professional appearance as the ones in the commercial. It is important for all media ads in the same campaign to share similar qualities. This is something that helps to identify and establish brand identity. Another common element I found in both media types is the company logo. Having a unique logo and making use of it in all areas of the ad campaign also helps to establish the company’s brand identity and visually connect the ad with the brand. Boasting helpful tools and guidance for individuals who join the site is also a common theme between these two platforms. This is important to inform the target audience what the site is all about and how using it will benefit them. Without this explanation of the website’s function, people would be less inclined to take any action after viewing the commercial.

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Offline vs. Digital Marketing

The most notable difference, in my opinion, between traditional offline marketing and contemporary digital marketing is the role of the consumer. The traditional method was a barrage of paid advertisements that interrupted our favorite programs and filled the pages of our newspapers and magazines. Ad campaigns were limited by time slots and page layouts, and the consumers’ role was to sit back and watch it all happen. Well, that was then and this is now. Contemporary digital marketing has opened up a whole new world to consumers and marketers alike. Having the ability to simply pop up a web browser and search for anything under the sun has given consumers new power in the marketing world. Gone are the days when people choose their purchases based on a celebrity’s recommendation. Now we can use the power of modern technology to ask other consumers, people just like us, for their opinion. This brings me to another good point. That is, advertising via social networks such as Facebook and MySpace. Word of mouth has always been a powerful aspect of any brand’s success or failure. With ‘Like’ and ‘Share’ buttons popping up all over the internet it is easier than ever for people to share their opinions of a product.

Traditional marketing tactics such as television and print ads still hold a valid place in any marketing campaign. However, in order to reach as many people as possible in the most effective way marketers cannot afford to overlook new media marketing. The History Channel does a superb job of tackling both the television and the digital front. While watching the History Channel, voiceovers periodically remind viewers that they can visit the History Channel anytime online to catch up on past episodes, find more information, and interact in a variety of other ways as well. Upon visiting the web site, people can watch full episodes which have already aired, purchase programs on DVD, and check the channel’s program line up to see what is airing on television. This kind of media marketing mix is the perfect way to keep us History Channel buffs right where they want us, on the History Channel!

New year…new insight.

So, today was the first day of my new school term. I have advanced digital image editing, PHP, and digital marketing. Looks to me like I am going to have an exciting and challenging term!

As I was finishing up the first two chapters of my DigiMarketing text book, I came across an interesting term;perpetual beta. In other words, “A constant state of development and experimentation.” (Wertime & Fenwick, 2008) In relation to marketing, I suppose this is a relatively new concept. Marketers have to stop thinking of consumers as simply viewers and realize, that in this new digital world, they are actually participants. However, this is only the tip of the iceberg when it comes to marketing in the digital realm. In relation to the world at large, I believe we have always been in perpetual beta mode and this is one thing that is not likely to change anytime soon. 

Works Cited

Wertime, K., & Fenwick, I. (2008). DigiMarketing. Singapore: John Wiley & Sons (Asia).

 

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