For some time now, consumers have been attacked in all their senses by an infinity of advertising messages of the most varied kinds. The new media are now bathrooms, cars, buses, buildings, supermarket carts, airplane televisions, multimedia screens in airports and supermarkets, and the internet, among others.
Anything goes when it comes to attracting the attention of an increasingly difficult-to-reach consumer, while at the same time having less capacity for wonder at the messages they receive.
Definitely, the publicity was unleashed, the traditional media such as television, radio and press, which until recently were masters and lords of the message, gave a large part of their reign to new spaces and objects that with ingenuity and creativity become provocative advertising media.
Over several decades, traditional mass advertising media have enabled various companies to successfully advertise massively. However, today, the mass media are losing more and more audience, and increasing the cost to advertisers to make way for new alternative means of advertising and direct marketing.
Among the main common advantages of these alternative media is the fact of the specific segmentation that can be achieved through them, while the main disadvantage has to do with the traditionalism that characterizes entrepreneurs, who find it difficult to 'buy' a revolutionary idea.
Many advertising experts debate whether this type of advertising should accompany and not replace traditional newspaper or TV advertising, which has a recognized impact.
It is precisely the media or advertising agencies that are in charge of putting limits on this type of tool, rescuing all the good things that the supposed invasion of privacy has.
Alternative Advertising and Alternative Media
Alternative Advertising gains strength in the world and accompanies traditional advertising, when allocating budgets. What is distinctive is that while the latter has its border clearly delimited - by air seconds or column centimeters - the "alternative" can lead to an infinite world of possibilities. No limits to creativity.
In an overcommunicated world, marketing departments seek to impact the consumer, seduce him, and retain him. For this reason, this consumer must be prepared to be surprised in any circumstance, like it (because of the creative and nice) or dislike (because of the invasiveness).
An illustrative example is that of Advertising in Bathrooms, which has an 84% recall according to studies carried out in the USA. The average time of exposure to the advertising message varies between one minute (urinary) and 3 (women) "So it is low cost and high impact advertising", since potential customers cannot "change channels", " change page »or somehow evade the message. However, the question remains of whether the consumer's privacy is invaded, or on the contrary it is well accepted, which if it is true is that the advertising objective of reminding the customer of our brand is achieved.
This type of advertising interprets communication in a different way: reaching the public and staying in their memory through the use of a message and a powerful medium.
It can be understood as the generation, analysis, study of points other than the traditional ones to communicate the message of a campaign or a corporate message of any brand.
This way of advertising is developed in two areas. The first is that of what has not been used, look for it, evaluate it and use it as an element or means of communication; and, on the other hand, look for new ways of using what is previously known.
Alternative advertising is a comprehensive vision that generates a different bond with the consumer from the impact. This technique has emerged as a worldwide trend to respond to a demand often made up of companies with low budgets and a need to be present in the market, optimizing costs per contact.
Undoubtedly, part of its rise is the fact that people are saturated with information emanating from the media. Consequently, for the public to pay attention or to stand out from the great mass of information, impact is appealed as a way to stand out and be remembered.
