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New Marketing Techniques—Changing the Game

By: Donna C. Barson
Posted: September 3, 2008, from the September 2006 issue of GCI Magazine.

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To further reinforce how marketing is changing, Nielsen Media Research recently announced that it is going to unveil new ways to measure how people watch broadcasts. Nielson plans to include consumers’ broadcast habits using cell phones, mobile devices such as iPods, and the Internet—including the use of streaming video.

Clearly, this isn’t your father’s media, with its limited choices as to where to put your marketing dollar.

Eye Opener Blink!

In the time it takes to open and shut your eyes, you could have sent several marketing messages.

That’s the theory behind “Blinks,” which are one-second commercial radio spots inserted between music tracks. Imagine a quick shot of some catchy, recognizable commercial jingle that pops up several times an hour on the radio. Before consumers can rub their eyes, they may be actively thinking about the product, thanks to the subliminal effect.

Captain Hair: Gel Zap! Bang! Jump! Duck! Zombie to the right!

Don’t laugh. Video games are enormously popular. What about a game featuring your product? In game environments, products are not restricted to minutes or even moments of exposure—the product message remains until the game-player is done.