What is cross platform advertising?

Mitch Turck (2015) 
Cross-platform, also known as cross-media, is a reference to the state of your advertising spanning multiple media types for example, mobile and paid search. I say "reference" because the phrase out of context doesn't have useful meaning. Anyone with a decent budget advertises across multiple platforms/media types. When you hear "cross-platform", you're usually hearing it as a reference to the measurement being conducted on such advertising, in an effort to attribute one result back to your holistic advertising efforts. Traditionally, the sale would have been attributed to the ad that generated it.

What are the pros and cons

Pros: Optimize and improve your advertising. They can be used as a market research tool to determine which advertising platforms are the best and re the most effective in reaching your target audience. It is also a proven fact buyers respond to repeated exposure and it doesn’t leave anyone out since there is not typically a select target audience.

(Robert Morello)

Cons: Loss of Focus: The more different types of marketing channels your small business uses to get the word out, the less focused each of your individual marketing campaigns may become.

Mixed Messages: It is often difficult for businesses who engage in campaigns that utilize multiple marketing channels to maintain a constant and consistent marketing message throughout.. Consistency is the key to establishing brand and product recognition and prestige, and to developing loyalty among the consumer base.

Increased Expense: The more variation there is in your marketing channels, the more staff you will need to run them. In addition to staffing concerns, varied marketing channels often cost more to develop, launch and run.

Scheduling: The scheduling involved with campaigns that are distributed through multiple marketing channels is always a challenge. Each type of campaign and each form of promotion typically has its own development, completion and distribution schedule.

To conclude cross platform or cross media market is an effective way of getting an audience to buy or check out your product based on the fact that it advertising it across many platforms will get it out to all people of any age however if not done correctly it may lose you customers since what your advertising and what your selling may be seen as two different things which thusly makes mixed messages therefore turning customers off of your product.

Welcome to the jungle 

Welcome to the jungle is a lynx advertisation released in 2015 with the hashtag bring the quiet.

From the start of the advert we can see an unidentified urban location at night with a car drifting in circles with blue under lights and purple internal lighting this could be a representation of the difference between light and dark, since the car is lighting up the surrounding area drawing attention to itself, during this scene there is no noise from the car.

The way in which the advert transitions into the next shot is by the tire smoke of the car leading to a stereotypical shot of a “black gang” the stereotypical connotations with a group of black men is typically linked to crime and danger.  with the front black man having a big gold chain and two Rottweiler’s each with a golden lead this depiction of a stereotypical black man could mean that the “jungle” is a dangerous place since there are wild and unknown characters in that environment and since the advert is set at night the unknown is even more prevalent. As soon as the transition happens the song comes in the back saying “welcome to the jungle”.

The next scene we see is a group of over sexualised, scandalously dressed women who are in red clothing in a bent over provocative position. The colour red has implications with: passion, lust, sexuality,romance etc. The way in which these women are portrayed in this scene are as sexual objects which is evident based on the position they are in and the clothing they are wearing. The advert might have included this scene in order to show that the within the “jungle” the women are meant to represent primitiveness through sexual imagery.

The following scence to this is of the paprazzi taking pictures, a white man in a blue suit ushering us into a limosine with a group of supermodel standard women around him. The flashes of the paprazzis cameras could represent the unexpected since the flashes start coming from nowhere until the paparazzi are visble however, it could mean in a literal sense the paparazzi could be just showing fame in its basic form. The white man in the suit could symbolize society’s perception of success and power since he clearly has money and fame since there are paparazzi around him and since he owns a limosine with women in it; the supermodels inside of the limo are likely there for the money and based on the way they are dressed and their facial experession they perhaps do not want to be there because they want to but maybe because they have no other choice

The next scenes show a man throwing out a tv and a police officer on a horse. The man throwing out the tv could represent society’s view on old things this is like the phrase “out with the old in with the new”; and the police officer could show the instability, lack of control and how much crime there is in this depiction of an urban jungle.

 

The next main scenes we have after are two men with lots of money throwing it out of a window and more supermodel standard women getting their picture taken by photographers. The two men who are throwing money away could represent the childlike state humanity is in based on the fact that although people are dying and in poverty due to lack of money we have people in society who carelessely throwing away money because they can also typically only children throw things out of windows; and the supermodels are there just to be objectifyed since they’re in dresses getting their picture taken because they are meant to be seen as the aspirantional target for women.

In this scene we see a white women with blonde hair and blue eyes for the first time in the advertisation we see the character that we have been exploring the “jungle” as. This women is depicted to be the perfect woman (an angel) since she has the first bit of bright light surrounding her through out the whole advert, which could make her be seen as the pure and untouched gem of the “jungle”. Her facial experession looks very confused as if shes been introduced to a new side of the world she has never experienced before further enchancing her purity.

The next scene shows this woman with a man dressed in black and they have an instant attraction to each other “love at first sight”. The lights surrounding them could mean that they are a destined match and that it was fate that they met, and it ends with them walking into the distance alone with nothing else around them (making it seem that the “jungle” was her perception of reality) while the screen fades to black.