Introduction general introduction:- a brief overview



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3D IN PRINT

A newspaper that was issued in Hangzhou, Zhejiang Province came out in 3D edition. Readers can see 3Dpictures with 3D glasses that were attached with it. Well, this is not the first 3D newspaper which can found in China. In April, a newspaper from Shiyan city, Hubei Province, has made it the first. Looks like the printing technology for newspaper in China has made some breakthrough.


Figure 1.6 3D in Print Advertisement



Figure 1.7 3D in Print Hindi newspaper

Hindi daily Dainik Bhaskar Jaipur brought a unique interactive and spectacular 3D viewing experience for its readers on this Diwali. The 5th November issue of Jaipur edition was full of 3D pictures and advertisements. The newspaper carried almost all the advertisements in 3D version from the retail-local advertisers. Not only this, the issue had featured edit area and pictures using 3D imagery too.

With this innovation, Dainik Bhaskar Jaipur has become the first newspaper of the country to bring a complete 3D issue for its readers. The Newspaper had distributed more than 3.5 lacs 3D glasses with the issue.

The concept of predominant 3D newspaper was pre-tested with the readers and the advertisers and their reaction encouraged the Jaipur Edition of Dainik Bhaskar to create this unique issue. Before the distribution of the 3D edition, the production department planned to do few dry runs also.


USE OF DIFFERENT TYPES OF INKS:


Ink manufacturers are constantly working on new and exciting inks that can transform the reading experience. [3]

  • PERFUMED INK :

Perfume samples, natural essential oils such as lavender and lemon can be added to inks to add fragrance to the page, even generating certain feelings within the reader according to the oil. Sanjeev Kotnala, the VP MassComm of Dainik Bhaskar Group, defined innovation as the outcome of a mindset being aligned to experimentation. “For example all copies of the special Holi issue brought out in Jaipur wore the Gulal aroma,” Kotnala said. Now, that tactic can be used to project a perfume, food item, or deodorant.

  • THERMOCHROME INK:

Meanwhile, thermochrome inks offer an extra dimension in that they can change colour when there’s a change in temperature. So the reader can get extra value and excitement out of an advert in a newspaper or magazine, or piece of direct mail, by rubbing the page to cause a colour-change.



  • INVISIBLE INK :

Another new development is the production of print material with invisible information like hidden messages or information seen either in certain light or after a set amount of time. Traditionally used to prevent counterfeit, these inks could be used to provide the customer with a brand new print experience.

Another Dainik Bhaskar innovation was the Bhopal edition dated 3rd December 2009, the anniversary of the gas tragedy. The edition was completely in black and white, as our mark of respect to the victims.


  • BRIDGING TECHNOLOGIES:


Technology is evolving at such a rapid pace that it is difficult to predict what would happen in the next six months. It is tricky to envisage which products would make it to the market and which would take the crown to end up as everybody's favorite gadget, business companion or even home entertainment device

Print media can now include ‘markers’ that link the printed medium with digital media, giving the customer a greater brand experience which, in turn, increases effectiveness.


QUICK RESPONSE (QR) CODE :

One of the most widely used markers today is the Quick Response (QR) Code, a small, square code that when scanned with a mobile phone opens a file or links to a website. This file could be a list of train departure times, a music file or a simple Word document. Tourist brochures can deliver actual data on attractions, while advertisements can provide more information on food products.



The Indian newspaper Mid-Day has become the first in the country to use QR Codes as a way to give readers a more interactive experience. Although the QR code was only used once to begin with, the newspaper plans to roll them out more frequently as readers become acquainted with the technology. So far the QR codes direct readers an mp4 video.



Figure 1.8 QR Code in newspaper

  • AUGMENTED REALITY (AR) :

Augmented reality (AR) creates an imaginary world using printed markers in adverts or brochures. These markers when viewed via a webcam open a new world with the brand at its heart or create scenes in which the brand and the consumer play a role. Fashion brochures or adverts, for example, could offer the consumer a service such as trying on various clothing ranges, while car dealers could tempt new customers by demonstrating a car’s range of equipment by getting them to drive a virtual version.
Esquire December issue :



Figure 1.9 AR Code in newspaper
Esquire has probably made the most significant foray into integrating augmented reality in their men's magazine, providing a reading experience that effectively comes 'alive.' The magazine's December issue, published in the US by the Hearst Corporation incorporated augmented reality technology into the magazine's cover featuring Robert Downey Jr. Here Editor David Granger explains his publication's innovative use of AR that literally makes the content leap off the page.

Report on the subject, Augmented Reality for Marketers and Developers on Read Write Web:

Süddeutsche Zeitung (SZ), Germany's largest national newspaper, has partnered with Munich-based AR vendor Metaio to provide subscribers with an immersive reading experience. The cover of the magazine features a popular German TV personality who comes to life in an interactive video unlocked by holding a smart phone up to the magazine. Other augmented features in the magazine include an illustration that becomes 3D, an interview with additional exclusive quotes and a crossword puzzle whose answers appear when viewed through the smart phone.
AUDIO-IN-PRINT (AIP):

The magic lies in a small speaker that activates itself when you open the page of the newspaper, quite similar to the musical greeting cards. The audio clip goes on to play in an endless loop till you close the paper.



On 21st September, 2010 the Times of India (print edition) newspaper carried an advertisement for Volkswagen on the last page that looked like a regular print ad but with a difference. As soon as people turned to the last page of the newspaper, the ad would start talking by itself working on the same technology described above.

In general what Volkswagen achieved was what companies are still trying to achieve – reducing the effective frequency to 1. Effective frequency is the number of times an ad has to be shown so as to get the message across to the customers. That simply means for an extra cost of Rs5 (cost of the device) Volkswagen had achieved a retention period of around one year.

But the main aim of this ad was to create a buzz, it did and how. Buzz marketing is always about surprising and delighting the customers. A good buzz marketing campaign can only have a chance of succeeding if it combines both originality and attractiveness from the consumer’s perspective. The prime motive of Buzz / Viral marketing is to create significant “noise” and therefore interest in the market place for consumers to talk about the product and try it. For days people talked about it and told their friends who had not seen it about it. Even the Newspapers and Business Channels were raving about how the ad had changed the outlook towards print media. And this was promotion that Volkswagen did not have to shell out a buck for.

The brand campaign Volkswagen started in 2009 was as the company put it “a sort of self introduction to the Indian public”. The group was also aware of the fact that most other companies blissfully ignored – print as the medium of promotion has a longer shelf life than TV or any other and utilized this to the fullest. True to its motto of innovation even in marketing Volkswagen gave India its first print Roadblock. A Roadblock is kind of carpet bombing strategy in which the companies buy out all the ad spaces available. So on November 11, 2009 the country woke up to a Volkswagen edition. Volkswagen had bought all the ad spaces, cover to cover. Marketing strategies of the company remained the same,

  • Retention (by making itself visible on 24 different pages and with equal importance block any other ad that might grab the eyeballs)

  • Buzz Marketing (Volkswagen was the most searched word on Google Hot Trends that day)

Another notable campaign was the day Volkswagen put a hole in the newspaper (something the marketing team working for the mint company POLO should have come up with?). 16 pages of TOI bore a hole in the shape of a car from which shiny red Polo on the last page was clearly visible. The last page was a full page spread with the message: 'We've put a lot into it. You'll get even more out of it', a tongue-in-cheek reference to both the features and the innovation. The strategies again being Retention and Buzz creation.

As far as the numbers go Volkswagen had a growth of a meager 1.3% increase in sales in 2009 as compared to 2008 with the number of units sold standing at 19,001 units. But with the brand campaign launched in Nov 2009 its effects kicked in the following year. A whopping growth of 181% saw the company sell a total of 53,341 units and also a 100% increase in the number of employees. During the period of Jan – Jun 2011 Volkswagen has already sold 55,091 units recording a growth of over 217% during the same period that is around 10 times the Maruti growth figures.

The Print media campaign has worked wonders for the company. Just some common marketing sense has made Volkswagen realize and make use of the fact that a regular innovation in products, designs and events can only contribute to more buzz and generate the revenues that will enable the company to add other forms of communication to the company's promotional arsenal and help make the product still more attractive.


  • Different Reactions to this Ad:

Some found it an innovative idea but certainly not pleasant. They said they couldn’t tolerate the thought of more marketers doing this on a regular basis with a noisy newspaper and an unpleasant morning.

Some readers also had in mind that the E-waste is generated by this ad & who will clear it?




Figure1.10 Audio in Advertisement


  • VIDEO-IN-PRINT (VIP):


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