Similar to traditional advertising, the aim and purpose of non-traditional advertising is to support the actual distribution of products, and can be used to push or pull a product through distribution channels. By creating demand at the ultimate consumer level, advertising can influence retailer and wholesaler decisions to carry a product -- this pulls the product through the channels. The example of online advertising is a Christmas campaign launched by Victoria’s Secrets. In 2009, it was aimed to inform potential buyers about price reductions and invectives, new products and services proposed by the company. Advertising campaign was aimed to result in high response. To get the message, online media was used to attract target audience. Advertising in the Internet was an effective technique. Web banners and the Internet web site were the main medium used during Christmas time. This marketing communications were selected to appeal to certain segments of the market. Since markets were also becoming more complex with an increasing number of groups and segments, specialized rather than national communication was required. This splintering of markets made it increasingly difficult to communicate with "total markets." For Victoria’s Secrets, the effectiveness of marketing communications increased as the appeals approach an individual's predisposition, and the better the correspondence between them, the more likely it was that the exposure to advertising produced the desired action. From the consumer's standpoint, advertising informed and persuaded. It furnished information, called attention to some clues and not others, changed attitudes and opinions, related products to consumer need, gave consumers support for their decisions, affected the intensity of desires, and thereby generated action (Wells 43).
The promotion campaigns launched by Burger King were reminder campaigns and product placement campaign. The uniqueness of all advertising campaigns is that Burger King used the Simpsons Movie as the main tool 0f promotion. The company produced a commercial with Simpsons popularizing Burger King’s trade mark. For Burger King, promotion spurs the development of new target market, and leads to improved quality and service. Advertising gives the consumer greater choice and imposes downward pressure on prices. Product placement campaign has become the most popular one because it’s major advantage in that it is featured at the location where many of the finaldecisions and actual purchases are made. Burger King used images of the Simpsons promoted through the website. Techniques used here include: temporary price reductions; extra value offers, including offers relating to future purchase; premium offers (incentives). This campaign also helped to create and maintain marketing systems. It fostered interfirm coordination and linkages of manufacturers, wholesalers, and retailers. For the marketing task was not complete with the sale of the product; satisfied customers has to be retained. Reaffirmation of consumer choice, a postsale activity, was important. Continued advertising after a purchase gave the customer public acknowledgment of his wise choice, and tends to eliminate or reduce cognitive dissonance. The Simpsons campaign showed that the customer was reassured and resold. Repeat business was the avenue to continued success, and postsale advertising often the course to repeat business. From the consumer's standpoint, advertising informs and persuades. It furnishes information, calls attention to some clues and not others, changes attitudes and opinions, relates products to consumer need, gives consumers support for their decisions, affects the intensity of desires, and thereby generates action (Wells 76).
The third type of non-traditional advertising is subliminal advertising;. This type means that the advertiser involves hidden messages in order to impress and persuade consumers buy their product. One of the best examples of such advertisement is Coca-Cola products using traditional colors (white and red) in different settings. In many instances, advertising performs the necessary functions of informing and persuading, which are both complementary and conflicting. Consumers want it to guide their consumption decisions in an objective manner, whereas advertisers want it to achieve mass selling by aggregating mass demand so that mass production can be stabilized and supported It supplements and improves the effectiveness of other elements of the marketing mix, it alters the predisposition of potential purchasers, it provides information, and it gains brand loyalty, attracting customers and stimulating consumer desire and action. As a principal means of illuminating the attributes that differentiate a product, advertising is a competitive weapon that can secure a market niche and assure some stability in the marketplace by shaping demand curves, making them more inelastic, and extending markets (Wells 98).
The analysis of three advertising campaigns show that non-traditional advertising leads consumers to believe ads, to know companies and brands, to progress from product attention to a sale, or to change images, habits, and preferences, but the companies cannot easily determine how well the job is being done. To assess advertising impact, companies like Burger King and Victoria’s Secrets require better specification of objectives and of criteria for measuring the degree to which the objectives are being achieved. The statement of advertising objectives in concrete measurable terms is a most critical aspect in developing most effective advertising strategies Within the firm, a lack of clear-cut, integrated advertising objectives results in aimless advertising and wasted resources. The main causes of ineffective advertising are vagueness of objectives and goals; misconceptions and conflicting ideas of the function of advertising among all those who influence advertising decisions; lack of planning; insufficient emphasis on tactics and day-to-day activities; and failure to use available research aids. Fundamental and functional innovations necessitate basic changes in consumer habits, which are difficult to achieve and require heavy advertising. Strategic and tactical innovations do not demand great change in consumer habits, a fact that may shift the focus of the advertising job.