Thursday, November 18, 2010

Design Studies: Written Research & Annotations

Images like this make me (prior to recently) dislike marketing.
I will never dress like this.
As the third part of this research related saga, we were instructed to research into our chosen subject - by now you should of gathered that I selected Viral Advertising. We were then to provide Harvard referencing and annotations. I'm assuming that this is leading to some sort of essay - that or this is just an extremely long punishment exercise. 

I'm only joking - Jonathan. I actually secretly enjoy it. I was up last night quite late reading through marketing journals - which to my surprise are really interesting. Who knew!

Below I have listed some of my references and related annotations with regards to Viral Advertising, and ways in which to draw attention to your work, similar to the 
Tipping Point Bibliography page:

Baldwin, J. & Roberts, L. (2006). 
Visual Communication: From Theory To Practice. London, UK: AVA Publishing (UK). p. 28-29.
Audience research. Aiming to a specific genre or social area is likely to be more effective than designing/advertising to mass amounts of people. Few things are appealing to all. Social class charting the differences within the social ladder.

Baldwin, J. & Roberts, L. (2006). 
Visual Communication: From Theory To Practice. London, UK: AVA Publishing (UK). p. 152-153.
Arguing that design is successful if the consumer understands it - designing something that only design academics have the capacity to de-construct and understand is not suitable for the masses - which only renders said design useless. In terms of marketing and advertising, although we must strive for innovative advertising tactics - it must also be at a level to which the public can interpret. 

Collins, N. (2010). 
"I am Spartacus" Goes Viral on Twitter. Available: Last accessed 18 Nov 2010.
Example of Social Networks (Twitter) being used to spread a word of mouth epidemic. 

Coughlan, S. (2007). 
Viral E-mails Taught In College. Available: Last accessed 18 Nov 2010.
Example of viral related business going too far - being taught at college, is this really necessary? Viral specific teaching removes from the fundamental aspects of good marketing.

Dellarocas, C. & Narayan, R. (2006). A Statistical Measure of a Population's Propensity to Engage in Post-Purchase Online Word-of-Mouth. 
Institute of Mathematical Statistics: Statistical Science. Vol 21. (No. 2.). p. 280.
Science behind word of mouth epidemics - shows statistical information regarding movie goers density population, and how their feedback after movies increased or decreased sales. Evidence of how feedback can start a word of mouth ripple.

Dorrian, M. & Lucas, G. (2006). 
Guerrilla Advertising: Unconventional Brand Communication. London, UK: Laurence King Publishing. p.22-46.
Examples of companies who have used the "street propaganda" approach to advertising. Includes the use of graffiti, one off installations and large scale image drops on buildings - with the intention to help generate word of mouth epidemics. 

Dorrian, M. & Lucas, G. (2006). 
Guerrilla Advertising: Unconventional Brand Communication. London, UK: Laurence King Publishing. p.54-101.
Example research and imagery of successful site-specific advertising. Helps to show how adverts such as these are executed, and how the public and consumers interact with them. 

Godin, S. (2005).
Purple Cow. London, UK: Penguin Books. p.7, 31-32, 79-80.
Pros: Further reading into opinions within viral marketing. Questions information given in The Tipping Point and references the aforementioned. Specifically explains why viral marketing in particular aids businesses in advertising. Cons: Not enough evidence to support opinions, and lacks references, however does reference other similar books to which the author writes in a narrative, making understanding easier. 

Grannell, C. (2007). Catch On To Viral Design. 
Computer Arts. No. 136. p. 74-79.
Article in Computer Arts magazine, describing how to start your own viral advertisement and how to utilise common techniques within viral marketing. Also provides comments and advice from industry insiders who have worked on several such campaigns. 

Hill, S., Provost, F. & Volinsky, C.
 (2006). Network-Based Marketing: Identifying Likely Adopters Via Consumer NetworksInstitute of Mathematical Statistics: Statistical Science. Vol. 21. (No. 2.). p. 256-260.
Journal investigating word-of-mouth marketing techniques, along with buzz marketing, and viral marketing though the use of social networks. Also describes filter systems that may be used in order to determine a consumer network. Gives examples such as how "The Da Vinci Code" first took off.

Hudson, A. (2009). 
How Does A Viral Advert Go Viral? Available: Last accessed 18 Nov 2010.
Supporting evidence to previous research of how to kick start a viral ad campaign.

Kirkby, J. & Marsden, P. (2006).
 Connected Marketing: The Viral, Buzz and Word Of Mouth Revolution. Oxford, Great Britain and MA, USA: Butterworth-Heinmann of Elsevier.
In depth research into the word-of-mouth aspect of viral advertising - as first found in The Tipping Point. 

Milligan, A. & Smith, S. (2002). 
Uncommon Practice: People Who Deliver a Great Brand Experience. Edinburgh, UK: Pearson Education Limited. p. 138.
Branding research relating to John Lewis. Discusses what brands mean to consumers, and summarises what it is about a company that gains a customer's respect. With enough stand alone respect, an off the wall ad campaign designed to gain customers attention is not required to the same extent. Brand vs. Adverts.

Simmons, D. (2006). 
Marketing's Viral Goldmine. Available: Last accessed 18 Nov 2010.
Contains word of mouth examples of viral YouTube videos, and supports the previous evidence suggesting virals may soon go too far, as it is becoming increasingly easy to create your own. 

Webster, G.
Viral Infection. Available: Last accessed 19 Nov 2010.
Interview with industry insiders, with explanations of seeding and how to do so online and offline. It also provides links to several campaigns which depict this type of strategy. Mentions "stickiness" of adverts, and the use of social networks.


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