Small businesses like online retailers such as Mountain News Corporation and physical stores such as Birds Barbershop have found a new way to minimize advertising and marketing expenses. By partnering with larger firms in ad campaigns, smaller companies are paying nothing to greatly less than they expected when trying to spread the word about their businesses. Mountain News Corp. manages a site called OnTheSnow.com that “tracks snow conditions for ski mountains...got a burst of national exposure without spending a penny last winter when Apple Inc. chose to feature Mountain News’ mobile-phone app on an iPhone television commercial.” Birds Barbershop “launched an advertising campaign with Lone Star Beer, which is owned by Pabst Brewing Co.” The owner of Birds would not have been able to run one of their ads that cost $900 without a partner. “‘I wouldn’t make that leap alone,’ he says.” More examples of small businesses, including entrepreneurs, taking advantage of nearly free advertising are mentioned in “Marketing Strategy: Buddy Up” by Emily Maltby.
Similar to Emily Maltby’s article on business-to-business based advertising, Jessica Vascellaro’s article focuses on the expanded advertising of businesses through the use of social networking sites. Apparently, news organizations are researching the benefits and trade-offs of investing in campaigns on social networking sites such as facebook and twitter. Is non-traditional advertising such as this really generating revenue or are companies unknowingly soliciting information about their companies that could be used elsewhere to generate profit? Newspapers are already struggling with managing sales in print and with the switch to online, more content is becoming available for free or less than what they would normally have sold for in print. To place more excerpts on different sites might only be diverting attention from the main websites of these companies.
Written by
Leya Abebe
Supporting Articles:
“Marketing Strategy: Buddy Up
Small Companies Ride Coattails of Larger Firms to Reduce Advertising Expenses”
By Emily Maltby
http://online.wsj.com/article/SB10001424052748703743504575493930863118638.html?mod=djemSB_t“News Sites Study Social Media
Publishers Seek Insight on User Behavior; The Best Time to Send Out a Tweet”
By Jessica E. Vascellaro
http://online.wsj.com/article/SB10001424052748704394704575495960178903180.html?mod=loomia&loomia_si=t0:a16:g2:r1:c0.111237:b37368508
Similar to Emily Maltby’s article on business-to-business based advertising, Jessica Vascellaro’s article focuses on the expanded advertising of businesses through the use of social networking sites. Apparently, news organizations are researching the benefits and trade-offs of investing in campaigns on social networking sites such as facebook and twitter. Is non-traditional advertising such as this really generating revenue or are companies unknowingly soliciting information about their companies that could be used elsewhere to generate profit? Newspapers are already struggling with managing sales in print and with the switch to online, more content is becoming available for free or less than what they would normally have sold for in print. To place more excerpts on different sites might only be diverting attention from the main websites of these companies.
Written by
Leya Abebe
Supporting Articles:
“Marketing Strategy: Buddy Up
Small Companies Ride Coattails of Larger Firms to Reduce Advertising Expenses”
By Emily Maltby
http://online.wsj.com/article/SB10001424052748703743504575493930863118638.html?mod=djemSB_t“News Sites Study Social Media
Publishers Seek Insight on User Behavior; The Best Time to Send Out a Tweet”
By Jessica E. Vascellaro
http://online.wsj.com/article/SB10001424052748704394704575495960178903180.html?mod=loomia&loomia_si=t0:a16:g2:r1:c0.111237:b37368508
This struck me because I had often wondered about indirect advertising. Even album covers that are featured on iPods are sure to have a greater base of buyers. At this point, getting a feature in some sort of Apple commercial could be the best thing that happens to someone. The idea of an obscure product/service getting attention thanks to the help of a much larger entity is very interesting. This technological era has revolutionized how we receive information, so more obscure products are able to get that attention when they wouldn't have before. Even advertising on Facebook can reach out to a large base of consumers. Of course, it hasn't been all benefit either, because it has harmed the newspaper industry. No one wants to have a physical (in print) advertisement anymore, because it doesn't touch as many people anymore. This is a perpetual cycle because the newspapers can't make enough money and are less able to support themselves. Following this advertisement shift is going to be important.
ReplyDeleteCatherine Reeves