Definitions

Reality_marketing

Reality marketing

Reality Marketing is a form of Permission marketing that blends many types of interactive advertising techniques into a Reality television show format.

History

During the 1990's, acquiring and keeping the attention of consumers was becoming more difficult in the face of new media outlets, people's increasing savviness of marketing tactics, and the many new demands on how people spent their time.

In order to "pay" people back for their time spent with an advertiser's message, marketers turned towards Branded content to build a new type of relationship with their audience. By giving a consumer something for their time (an educational or entertaining film, for example) the advertiser could be assured to keep their attention while a message was delivered.

This tactic became a new category of marketing virtually overnight with the success in 2001's [BMW films] on the internet.

The Need

While the Branded Content framework provides a great way to develop and maintain a brand image, it typically does little to give consumers a concrete reason to make a purchase. Since consumers have become increasingly media-savvy, hard-sell advertising messages do not function well within this type of program. Advertisers believe that once a branded content program is seen as merely a sales tool, the consumer will stop paying attention.

Reality marketing builds on the branded content and Experiential marketing techniques by producing entertaining experiences and blending in hard-sell advertising into one program in a manner that doesn't violate the trust between the consumer and marketer.

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