The importance of adapting the message to the advertising medium
Posted on October 1, 2015
The WHAT we say should be the same, the HOW we say it should be different
No one doubts is that internet is a fundamental way of communication for any marketing campaign. Many to wonder if advertising on television is a foretold death. However there are some companies that do not adapt their publicity messages via internet. Simply make a creative and copy in each broadcast, without using all of the possibilites that offer each medium in which they spread.
This is something that is continually repeated throughout history. When a new medium of communication emerges dominantly, initially it usually inherits the characteristics and the way of being handled by its predecessor. Let's look at a Gillette commercial from the 50's:
If you look carefully, it really is a radio jingle with pictures (all related to music) to broadcast it on television, but the whole business revolves around audio and does not take advantage of the expressive capabilities that television offered. In the fifties, television was relatively new, like internet today, and im sure the department of marketing for Gillette was very used to making radio campaigns so instead of making an ad that could take full advantage of the possibilities offered by television, what they did was adapt their radio jingle.
Let's take a look at another example that is a little more up to date:
A few people doubt that this post was designed especially for internet and it's not appropriate for television. Heineken has managed to make it's creatives and executions to suit different media. Internet allows interactivity, it also allows a greater length of the video because there is no pay per second, when you make videos for the Internet content aims to be shared, etc.
We have to think of all these features when managing multimedia advertising campaigns. The media has specific advertising formats that you can set different types of relationships with the receiver.
As we have seen, the execution of the advertisements must be different depending on the medium we use but BE CAREFUL! there should always be consistency in the brand execution. Although positioning is different, the messages we convey must be the same regardless of the medium.
The WHAT we say should be the same, the HOW we say it should be different.