Description
Above are two pictures, taken in two different parts of Europe. The second picture was taken in Amsterdam, while the first was taken in Berlin. As you can see, both are pictures of a paper towel with advertisements on them. The second one is an advert for the dispenser company called Ille. Irish Ille Paper Service was established in February 1999 with the sole intention of supplying ille paper products in Ireland using the same systems used by Ille Papier Service GmbH of Germany (http://www.illepaper.biz/aboutus.htm#Company History). The second one shows several ads placed on the actual paper towel just like the first one. The second picture was found in a bar in Amsterdam while the first was found at the sand bar in Berlin.
Why I selected it
My reason for selecting this non-traditional type of advertising is because I am looking forward to analyzing it. This is the first time I see advertising on a paper towel and I frequent several types and various bars. I find it fascinating that they are using this vehicle to promote companies.
My reason for selecting this non-traditional type of advertising is because I am looking forward to analyzing it. This is the first time I see advertising on a paper towel and I frequent several types and various bars. I find it fascinating that they are using this vehicle to promote companies.
Analysis
My gut reaction to this type of advertisement was WHY? Originally, it was Ille that used their own space in the bar bathrooms to advertise their company. Ok, not a big deal. They are BUYING ad space so they aren’t wasting that money. The only waste that is happening here is the ink and time to actually print the advert on the paper towel. Then I saw the second paper towel picture and thought this is such a waste of money. People in bars are usually drunk so either a. don’t wash their hands or b. wash and dry as quickly as possible in order to get back to the bar. Why waste the money to advertise on a paper towel that will end up in the trash.
Then I began to think about it a bit. I noticed it; perhaps several other people are noticing it. So I looked at what companies were advertising. In Amsterdam it was only the paper towel company that used this form of advertising, but in Germany it was a bike company. While bikes are popular in Germany is it effective to advertise on a paper towel? Well, while there are ways to measure if it is properly working, it would be difficult and cost a lot of money and I have already assumed that these companies are not spending a lot on their advertising so evaluation is probably not a priority.
Last, I began to think about companies that might benefit from being on a paper towel in a bar bathroom. Perhaps companies such as tampons or liquor would benefit from advertising on a bar paper towel. Again, it would be difficult to measure, but from my studies, I believe these latter companies would have more benefits than the bike company that is currently advertising. Anyone up for a research project?
My gut reaction to this type of advertisement was WHY? Originally, it was Ille that used their own space in the bar bathrooms to advertise their company. Ok, not a big deal. They are BUYING ad space so they aren’t wasting that money. The only waste that is happening here is the ink and time to actually print the advert on the paper towel. Then I saw the second paper towel picture and thought this is such a waste of money. People in bars are usually drunk so either a. don’t wash their hands or b. wash and dry as quickly as possible in order to get back to the bar. Why waste the money to advertise on a paper towel that will end up in the trash.
Then I began to think about it a bit. I noticed it; perhaps several other people are noticing it. So I looked at what companies were advertising. In Amsterdam it was only the paper towel company that used this form of advertising, but in Germany it was a bike company. While bikes are popular in Germany is it effective to advertise on a paper towel? Well, while there are ways to measure if it is properly working, it would be difficult and cost a lot of money and I have already assumed that these companies are not spending a lot on their advertising so evaluation is probably not a priority.
Last, I began to think about companies that might benefit from being on a paper towel in a bar bathroom. Perhaps companies such as tampons or liquor would benefit from advertising on a bar paper towel. Again, it would be difficult to measure, but from my studies, I believe these latter companies would have more benefits than the bike company that is currently advertising. Anyone up for a research project?
Key Points
- Paper towel advertising a waste of money.
- Wrong advertisers currently advertising on the paper towels. Tampons and other bathroom necessities as well as liquor could perhaps benefit from this type of non-traditional advertising.
- Measuring the success of this type of advertising is possible, but too expensive for companies that are currently choosing to advertise on paper towels.
- Paper towel advertising a waste of money.
- Wrong advertisers currently advertising on the paper towels. Tampons and other bathroom necessities as well as liquor could perhaps benefit from this type of non-traditional advertising.
- Measuring the success of this type of advertising is possible, but too expensive for companies that are currently choosing to advertise on paper towels.
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