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Nem on 28 April 2016
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hershel_layton said:
Nem said:

Ok, so here how advertising works. It's used to createa an urgency in the need for the product and create the feeling of purchase in order tosatisfy that need.

Advertising has a cost and a planned return. So, if you are the marketeer, how do you propose to ask money from your boss to promote a product that won't be in shelves for another year? You really can't do much.

I am sure you are thinking of goodwill. So, that is what PR is for. They are not using E3 for it, but we have been told that there will be an event.

This will all go in the communication plan. It will start with the unveil event and it will build from there. Don't expect advertisement until close to release, because advertisement that created a desire that isn't shortly transformed into the act of purchase and revenue is seen as wasted.

So... breathe. Advertisement at this point is well... pointless.

Ok, so advertisment isn't needed until August-September, ok. Well, what about letting people know about NX in general? What would be the perfect time to do so?

Take the FFXV event and advertisement example to see how these things go. They had a big event. We consider that PR. They revealed to us all these projects and used the opportinity to get some advertising in there for the pre-orders. After that, we haven't seen any advertisement. We have seen more PR with developer interviews. We probably won't see any adverts until september. 

That is how it goes. So, i would'nt expect adverts for the NX before February/march. Until then they can release all sort of PR material. Interviews, gameplay footage with developers, nintendo directs, twitter/facebook material, youtube videos, etc. 

Keep in mind that advertisement is incredibly expensive. It's called the atomic bomb of communication. It's not to be used lightly because of the high costs. That is why it's never used outside the window where it can transform into the act of buying. Though i guess that with the pre-order culture we have nowadays they could draw some different objectives. The problem is pre-orders are cancealable. But i haven't seen advertisement practices in that order. They are always close to release.