Week 6 E-Portfolio: Marketing and Advertising Concepts Analysis

This report analyzes the effectiveness of video ads compared to traditional banners, highlighting their superior click-through rates (CTR) as supported by research. It explores the importance of creating strong content in video ads, especially for platforms like YouTube, and emphasizes the need for prominent messages to attract consumers. The report further delves into developing a competitive advantage through superior value and quality, crucial for long-term market success. It also addresses the risks associated with video marketing, such as production challenges and consumer blindness, while stressing the importance of targeted and personalized offers to overcome these issues. The report references several sources to support its findings, including studies on CTR and the challenges of banner blindness in digital advertising.

WEEK6 E-PORTFOLIO 1
Marketing and Advertising Concepts
Institutional Affiliation
Courses
Instructor
Date of Submission

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Basic Concepts Regarding Marketing Systems and Community Engagement
SAMELSON (2016) asserts that the engagement of the community involves several
steps. These processes include situations whereby companies get charged with working or rather
working to ensure that the community benefits from issues like energy solutions provisions. The
same should also ensure that the community is helped. All ensure that a vision that is collective
is applied. Such is also one of the ways by which changes get implemented as well as compared
to the marketing techniques.
On the contrary, marketing is whereby an organization holds a communication with the
consumers targeted to ensure that their choice of consumption as well as behavior on the same
gets changed. Many business organizations tend to use marketing as a means of delivering social
message about the services or the products offered to the consumers by the same (SAMELSON
2016).
Video Ads vs. Traditional Banners
Video ads are far much better than the traditional banners. Studies performed on the same
show that ads run as videos get click through ratios about seven times whatever traditional
banners get. The studies also showed that the video ads CTR measured about four percent unlike
the image ads which were at CTR of one percent (Robertson 2008).
Marketing Strategy to Feature Video Ads
Business organizations are already aware that most customers watch to about 66% ads in
video format on average. With such knowledge, their advertisement teams need to be able to
create very strong content occurring early in a particular video advert (Robertson 2008). Such

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cases will therefore require the services of platforms like YouTube where running video ads is
easy and lucrative. Each and every ad needs to have a prominent message likely to attract
consumers (Robertson 2008).
Competitive Strategy
Business organizations need to develop a business competitive advantage that is effective
and through the provision of greater value with regards to the product qualities provided to the
consumers. Having value provisions provided for requires an organization’s management to
come up with plans regarding marketing as a means of ensuring that revenue gets maximized.
With regards to the claims put forward by TechnoServe (2017), most of the organizations that
enjoy long-term management success do so due to the urge that drives them to ensuring that they
develop a competitive advantage that is proper via affordability and quality. Such companies are
also able to endure pressures resulting from the market in which they operate with regards to
factors like strong competition from other organizations.
Video advertisement risks
There are a number of times that marketing strategists or teams face a lot of risks during
video marketing periods. However, with proper implementation, such videos have the ability to
educate consumers (Houston 2016). Contrarily, it is a bit hectic to have a video produced and
distributed. When the strategists fail to have the appropriate approach to the same, there is a
possibility of marketing teams getting overwhelmed (Houston 2016).
Internet users developing blindness towards video banners

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Most of the times, marketing strategists fail to deliver a targeted or personalized offer that
would most probably, help the consumer solve their issues. Strategists also trick consumers to
have their ads viewed instead of just carefully designing online marketing videos. Also, these
individuals don’t keenly consider design elements (Häring 2017). Most importantly, marketing
strategists need to ensure that what they portray in the video banners is exactly what the products
or services they offer will provide (Häring 2017).

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Reference
Häring, M. (2017). How to combat banner blindness in digital advertising. [online] Marketing
Tech News. Available at: https://www.marketingtechnews.net/news/2016/aug/16/how-
combat-banner-blindness-digital-advertising/ [Accessed 9 Sep. 2017].
Houston, B. (2016). 4 video marketing challenges and how to overcome them. [online] Animated
Explainer Videos - Switch Video. Available at:
http://www.switchvideo.com/2016/01/04/4-video-marketing-challenges-and-how-to-
overcome-them/ [Accessed 9 Sep. 2017].
Robertson, M. (2008). Video Ads Vs. Traditional Banners - Measuring Effectiveness. [online]
Tubular Insights. Available at: http://tubularinsights.com/video-ads-more-effective/
[Accessed 9 Sep. 2017].
SAMELSON, L. (2016). The difference between Community Engagement and Marketing.
[online] Community Power. Available at:
http://www.communitypowermn.org/the_difference_between_community_engagement_a
nd_marketing [Accessed 27 Jul. 2017].
TechnoServe (2017). What is a Market System?. [online] TechnoServe - Business Solutions to
Poverty. Available at: http://www.technoserve.org/our-work/how-we-work/what-is-a-
market-system [Accessed 27 Jul. 2017].