ANNEXES
Annexe 1 : Le Figaro 18/01/2007
Annexe 2 : Economie Matin 12/02/2007
Annexe 3 : Les Echos - 30/11/2006
Buzz marketing et le pouvoir croissant du
consommateur
Annexe 4 : Le Figaro - 23/03/2007
Annexe 5 : 3 Couleurs - Juin 2007
Résumé du mémoire en anglais
Advertising companies have taken the opportunity to use NICT
for consumers and integrate more and more often these supports for their media
plan. They have definitely changed their methods and now, announcers are ready
to adopt them.
So these new types of media find a place in a mediaplanning,
but can we really say that they will become the main advertising support for
the future?
Will these digital medias be the main advertising support
or the adding advertising for the next years?
Internet, telephone and the virtual world (which is less
important) are, and will be, obviously the main opportunities of communication
for announcers, concerning the audience they can adopt as well as the
development of these technologies.
As they have been doing for 5 years for each new year,
journalists will untitled «advertising investissement on Internet
explode». January 2007, knows the same event (as well as January 2008 will
know that...).
In 2006, the budget of the announcers on the web reach at
least 1.7 billion euros gross indeed, that is 48% increase.
To renew and break the «old medias» image, classical
medias (press, TV, radio and bill) use more and more often digital
disposals.
Using digital media as advertising support give lot of
possibilities for the announcers: a better targeting, an audience mesure known
in the present time, an unbelievable creativity, and the interactivity increase
buying.
Viral marketing, also named buzz marketing (ears to ears in a
digital way) able to get results sometimes substantial with a minimum
investissement.
Besides, watching at bloggers who have a real influence,
companies can «instrumental» the new messages on-line of these new
leaders of opinion and make the brand credible for the cyber-readers.
However, the offer of the content, concerning mainly mobile
phone, is often over consumer demanding (WAP, 3G...) and then, the users of
digital medias are more and more overwhelming by ad on these type of support.
Even through digital medias would have given a real renew
creative as advertising support, we can notice quickly that reality is under
the hope. However this mistake cannot be explain with a unique reason but ti is
shared between announcers who are afraid and creative support who cannot be
sold.
At the beginning of the digital period, digital medias appears
as a world without rules in which everybody could say all that they wanted,
nowadays, everybody respect the rules and laws watches at advertising field
more and more efficiently.
As they are sure that they can invest in Internet
(«fashion media»), whatever the disposal proposed, they will obtain
results, be blind by substantial audience promises, announcers buy advertising
place which look often inefficient.
This advertising noise risk to be worst in the next years
because advertising investissement on the web increases each year: always more
and more announcers, always more and more products beloved.
Nowadays, advertising trend is focused on NICT but when these
supports will be matured, announcers will have to adopt a real reflexion
concerning the best media plan to adopt instead of using a speech saying
«everybody talks about digital media, I also want to be seen via these
supports».
Regarding each target of the announcer, and according the
budget of communication one or several specific media can fit.
Therefore, we can observe that these digital media can be
efficient to create traffic, there really less efficient to create notoriety or
favoured a corporate image.
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