Example of using an 'attention persuasion strategy' Picture of Louis Vuitton window display from:
http://mobile.businessinsider.com/7-things-that-make-a-store-window-display-irresistable-to-shoppers-2012-7
More
and more, we are seeing digital signage pop up in familiar places that we go
to. For example, some McDonalds display their menus on flat screens now. I do
not consider myself that old but I remember a time when grocery stores, like
Jewel-Osco, did not have flat screens to watch ads on while waiting in the long
lines at checkout.
I
recently worked as an advertising sales intern at VisualCast and their
inventory consisted of all static units. There were a lot of successful
campaigns that had run on their units, which makes me think that although
everything seems to be turning to digital, static signage can be effective and
should not be forgotten about.
Is
digital signage effective? I think if the content and context is appropriate,
then yes, digital signage can be effective. Same goes with static signage. It
all just depends on the advertiser’s objectives and what they want to
accomplish.
I
learned in Dr. Seung Yoo’s class last week that studies that have been
conducted to test effectiveness of digital media show that digital signage is
not effective enough. But, there are 5 basic persuasion strategies that can be
put to use:
11)
The
wallpaper strategy (by maximizing exposure) Also called the machine gun media
plan, this strategy can be a bit expensive.
22)
The
attention strategy (by using a stimulating message) The Louis Vuitton window
display (see image above) can be described as a ‘visual scandal.’
33)
The
forced exposure strategy (by trapping your target) If put in the correct spot,
the target does not have a choice but to be exposed to the advertiser’s
message.
44)
The
relevance strategy (by sticking the message)
55)
The
parasite strategy (by staying with good content) A good example would be the
digital hub that hangs over the ice rink at hockey games.
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