Targeted Accidental Exposure
The effectiveness of advertising pertains to the manner in which a company accomplishes the planned advertisement. Businesses make use of numerous different metrics or statistics to determine the effectiveness of their advertisement. The utilization of the targeted accidental exposure can be for every form of advertisement such as radio, television, internet, direct mail, and billboard advertising, as well. The effectiveness of advertising by a company typically increases as time goes by with numerous exposures or messages. However, certain targeted exposure purposes are realizable almost instantaneously. A major metric for advertising efficiency is reach. The exposure pertains to the total count of individuals who essentially saw an advertisement by a company. Businesses, particularly the ones owned by small holders, commonly make out the number of individuals who potentially spot their advertisements. Local stations of television report on the viewer numbers for particular shows. Similarly, magazines report on the circulation figures. Nevertheless, not every reader or viewer notices the ads. The design of these exposures is to draw attention, build anticipation, and necessitate action.
Accordingly, entrepreneurs sought after anomalies in marketing such as fabricating a viral video. The inspiration drawn by such a move is the massive number of views estimated at a staggering 4 billion. As such, the chance for exposure is fitting. However, the presence or availability of a video on You Tube does not necessarily guarantee it will capture the type of attention anticipated. Accordingly, thoughts should be under consideration concerning whatever it takes to attain the coveted viral video status. As such, it is imperative to figure out whether a viral video status could be phenomenon or engineered intentionally. A creative agency in California believes it has not only managed to crack the viral code even though it can further inject a message inside the entertainment. Mekanism, a creative agency, has formulated viral movements for clients such as Virgin Mobile, Pepsi, 20th Century Fox, and Axe. Hovercat is the latest addition by the group. The creation of Hovercat is a campaign for the adoption of animals through the ASPCA. Nevertheless, the creations by Mekanism are a far from the original viral videos of Charlie Bit Me and Star Wars Kid. The two were unintentional successes and bore no purpose other than offering entertainment.
For the purposes of generating massive views, Mekanism utilizes Candy with the Medicine philosophy, which identifies information, as it is best accepted within entertainment. Accordingly, the primary purpose of a targeted exposure is to entertain, which is the candy. Subsequently, the next agenda involves injecting the message, which is the medicine. The successful execution of the strategy involves the creation of something that promotes ASPCA, consequently making individuals happy. Strategies employed include the utilization of such elements as the pets, which have the potential of doing funny things thereby attracting massive views on the exposures. Immediately after posting the video and direction of the content is decided, it is necessary to maintain a follow up through the creation of a strategic plan. Consequently, creating the video with the overall context of a marketing tool rather than a viewing entertainment in itself instills the required mindset of target exposure. In achieving a viral video success, the creation is not only sufficient, as it also requires some fundamental planning to realize the success. Additionally, coordination with manipulators and having sites that are popular to feature the video on their homepages, allows for the targeted exposure success.
Work Cited
Influencers, coordinating with. “How To Go Viral On YouTube: The Untold Truth Behind Getting Views – Forbes.” Information for the World’s Business Leaders – Forbes.com. N.p., n.d. Web. 7 Oct. 2012. <http://www.forbes.com/sites/lewishowes/2012/08/09/how-to-go-viral-on-youtube- the-untold-truth-behind-getting-views/2/>.
