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Advertising as entertainment can promote products and services while providing access to specific demographics. Various media formats can be used, but brand positioning must be subtle. Careful craftsmanship is required to avoid being too obvious or offensive. Advertising companies may use well-known artists and creators to attract viewers.
Advertising is entertainment content that promotes products, services or a brand image. As a form of marketing, it can provide unique access to certain demographics and markets. Users may interact with it without being consciously aware that it is advertising material and in other cases they find that the entertainment deserves advertising. In the process, they are exposed to numerous examples of products and services and begin to form associations with a particular brand or company which could translate into future sales for the company.
Many media formats are suitable for advertising. Businesses can make games, movies, short series, interactive websites, and a variety of other media for users. The content is usually free to encourage users to start interacting with it. Brand positioning is subtle, as the company doesn’t want to distract from entertainment with intrusive material that could alienate consumers.
An automaker, for example, might make a short web series in which characters act out a thriller or spy storyline. Along the way, they can engage in some car chases in various vehicles manufactured by the company. Users will see several examples of the company’s products in high performance situations and can begin to associate the company with the style and tone of the series. For a younger demographic with an interest in action movies and projecting a trendy or tough image, advertising would create positive brand associations and those consumers might seek out the company’s products for future car purchases.
Creating advertisements requires careful craftsmanship. If the ad is too obvious, it can be a turnoff for viewers, who don’t want to feel like they’re watching an extended commercial. The company also needs to think about the type of image it wants to send with the campaign and various links. A company with a reputation for family-friendly products and services, for example, doesn’t want to run a vulgar advertising campaign that could offend customers.
Advertising companies may offer advertising among their services and may also contract with other companies to meet the needs of their clients. Some companies may use well-known artists and creators in the process. They can hire famous actors or film crews known for a specific style if they want to make a web series to appeal to a certain demographic. Such campaigns can also use pop stars, famous designers and other high-profile figures to attract viewers and keep their attention.
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