Readings: Chapters 8 and 9

Chapter 8: Ambient

This chapter explored the different forms of ambient advertising and what each form meant. Beyond defining Ambient as ads out in the environment, Barry explains what makes good ambient ads. As with other types of advertisements, the idea must be simple and original, something that others have not thought of before. He also advises to keep the idea non-threatening, practical and relevant. I find it interesting how he comments on the fact that as a student, I have the ability to create a concept and then find a brand or client while in the real world, a client would approach me and the idea would be formed from that relationship.

Chapter 9: Interactive

This chapter looks into interactive media, i.e., non-traditional print media that includes the ads placed on the internet. Barry once again states the importance of creating a good idea from which to start as the Internet has many bad ads on display. A plus side to this form of advertising is that consumers can now consume at a much faster rate than ever before (185), allowing form more consumption and advertising for products. An interesting piece of information from this chapter is the notion that Interactive marketing is not an interference like TV ads, but rather an invitation to look at a product and learn more about it. As the chapter progesses, Barry discusses multiple forms of interactive media such as social networking cites, blogs, and CDs. He gives pros and cons for each setting, and also states how CDs are dying out as an advertising form as technology improves. With the advent of new technology, advertising will change and grow to take advantage of the new possibilities offered by that advancement.