Advertising In India

Archive for April, 2009

TEASE Strategy

Posted by advertisinginindia on April 24, 2009

In the times when modern marketers spoon-feed customers, giving them exactly what they want, Stephen Brown who formulated TEASE says customers would rather be “teased, tantalized, and tormented by deliciously insatiable desire,” and that “marketers should stop chasing customers and get customers to chase them instead.” When customer orientation is ubiquitous, customer deprivation is a source of potential competitive advantage.”

* Exclusivity

* Secrecy

* Amplification

* Entertainment

* Tricks

(Bottom to top)

Tricks: Customers love something that involves them into the product. Rather than just stating the message, playing tricks and games with them and amusing them can yield a much better response to the brand.

Entertainment: No longer can marketers expect consumers to read advertising messages and then generate interest by themselves. There are so many advertising messages that consumers are exposed to that you really cannot expect them to read that brilliant copy which you created spending thirty six hours on it. Consumers are looking for entertainment and that too free entertainment.

Amplification: Advertising clutter has become a major problem globally and thus the need for innovative advertising mediums and layouts. But implementing that itself is not enough; one needs to announce to the entire community about the strategy that you are using. Untill you create that mass announcement, you will not be noticed. For example: Patchi is a product that caters to a very niche market. However, informing and advertising those few TAs through innovative mediums is not enough. Even the non TAs need to know what Patchi is all about and that they should yearn to reach the TA Patchi caters to.

Secrecy: This goes completely against what marketing gurus have so far said. Sometimes, restricting the information from consumers and creating hype about some secrecy can in turn gain a lot of attention for the brand. Who does not love to know a secret vis-à-vis who wants to read ready mundane product information?.

Exclusivity: The key term of this strategy is exclusivity. Customers crave for exclusivity. Be it designer sarees or designer chocolates, exclusivity is respected and cherished world over. Exclusivity allows consumers to luxuriate in the belief that they are the lucky ones, the select few, the discerning elite.

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Analyzing Iodex TV campaign

Posted by advertisinginindia on April 20, 2009

1240803119_127001_0The film opens on a man walking on a lonely road. Seeing a five hundred rupee…

1240803119_127001_1…note he stops in his tracks. Tempted to pick it up he ponders over something.

1240803119_127001_2

After much deliberation he moves
on in disappointment without picking
up…



1240803119_127001_3

…the note. The ad ends with the
super and product shot: “Peeth
dard
? Iodex.”

Iodex is a trusted brand in India since 1919. It competes in the topical balm segment giving relief from back pains, waist pains, joint pains and sprains.

Agency: JW Thompson.

This is a problem and solution ad. It shows a man in the middle of a street and he is looking down at a Rs. 500 note. He is lucky that he has spotted it. He looks at it, tries to make up his mind to bend down take it but after a while with a sad dejected helpless look on his face walks away. Before you begin to think why he moved away Iodex comes on screen. Backache is quite common these days and one really has to convince oneself hard to do certain things when one are suffering from it. This ad shows one of those things very candidly.

The ad has definitely been effective in creating the desired impact on the mind of consumers. The ad is catchy as it has a creative idea to it. It has a surprise element which is why it is so popular amongst viewers of all ages. People cannot guess what the product is until and unless they see the pack shot of the ad. This makes the ad effective as well as entertaining. It creates the “ohhh!!” experience towards the end. This helps the product to get registered in the minds of consumers. It surely helps in brand aid and recall. The presentation of the ad was quite one sided. It only makes you aware of the reasons you should purchase the product for.

The film reminds most creative ad film makers that a simple idea is much more precious and successful than ads with so much of frills. The utility of the product is best explained in the ad and that’s what has made it consumer’s recent favorite.

The ad is in complete harmony and the transition from one scene to another has been done smoothly. The scenery or the backdrop in the film complements the pack shot of the product. The green trees shown in the background harmonize with the color of the pack of Iodex. The ad surely follows the age old adage that actions speak louder than words. The ad film does not involve any kind of dialogues or oral communication and yet it has been so effective in conveying its message to the target audience. The ad is generic and has a universal appeal in terms that consumers across all ages love the communication.

To know about the effectiveness of the ad in detail, I carried out a small one to one interview based research amongst people of all age groups. I asked questions to know details like brand recall, ad recall, product purchasing effect in the ad, content recall etc. The observation of the research is as follows: Almost 90% of the people recalled the ad and narrated the underlined story. This means that they not just recalled the ad but understood the product message as well. People across all ages loved the ad and its simplicity of communication. However, once that they had seen the ad, they were not very interested in seeing it again as the message was already clear at the very beginning. In brief, the ad was effective but not very appealing that people would love to see it time and again.

The ad does not persuade the consumers the buy the product. However, it just makes a subtle reminder. The ad silently knocks the consumer’s mind to recall Iodex whenever they think of back pain. The ad only describes of a simple scene and the product is tactfully represented.

Most people identified with the character shown in the ad. The character is very much like a middle class Indian man struggling and working hard to support his family. The character represents the potential customers for Iodex.

The commendable part of the ad was with a minimal budget, the product’s message reached the consumer. This straightforward ad conveyed the maximum with its minimal resources. Hence the ad truly achieved success in terms of the cost to effectiveness ratio.

However one of the limitations in the ad is that it only shows the problem of backache and the solution to it. The product however is also used for other problems such as joint pains and sprains. It demonstrates only one aspect of the product’s utility.

In conclusion, I would like to say that the ad has indeed proved that ‘simplicity is the glory of expression’. This short ad film with a crisp idea has indeed been effective amongst the consumers in achieving the desired results.

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New set up for an ad agency

Posted by advertisinginindia on April 17, 2009

 

fotolia_5225661_sTraditionally, an advertising agency would typically have various set departments under which people are suppose to operate.  Client servicing (who do the co-ordination between client and creative, and various agency department, suppliers, etc), Account planning (who work on the strategic planning for the brand), Creative dept – headed by the creative director who supervises- Copywriters and Art Directors, Media – they plan media spends and actually buy media space on behalf of agencies – this function is sometimes hived off to an independent media buying house), Public relations department, market research department.

However, these boundaries should not be as stringent as they are right now. Successful advertising campaigns are all about a talented individuals putting efforts across disciplines. For example, creativity has no limitation. Anyone can come up with a creative idea. At the same time, everyone in the team needs to understand all the strategic planning needed for the brand. Moreover, the client needs to interact with the team rather than an individual who may or may not be able to convey the idea to his best!

Hence, the new agency set up is that of a multi talented team that has individuals who are capable of handling things across segments. One may argue that this can create confusion because there is lack of clarity of role and this may lead to confusion in the team but creativity comes from chaos! The idea generation that will be created in the group will be much more than those with traditional agency set up.

I am not denying that the new agency set up should not have people who have their domain specifications – they should be specialized in their tasks however, the point of argument is that they should not be given just that one task. This will not only keep the employee excited because he or she is being exposed to all the facets of advertising and team work but also will increase the productivity of the agency multifold. Also, there is definitely a hierarchy in the system which means that the order that comes from the senior management is final and binding however this does not stop individuals from contributing to the team.

The new agency set up (different individuals from diverse backgrounds come together and take decision collectively. No one has a pre-defined role)

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Mobile Advertising

Posted by advertisinginindia on April 14, 2009

Mobile phones became a new means of advertising in 1998. When the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads. More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns.

A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes. In India too, mobile advertising is growing multifold.

Many services like mginger.com are offering SMS advertising to millions of subscribed users who in turn get paid for every ad SMS message that they receive. Besides, banner ads and coupons are also popular in India.

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Advertising: Online and mobile gaming

Posted by advertisinginindia on April 12, 2009

mobilegaming-chart-isuppliGlobally, the online game market is expected to reach $4.4 billion by 2010. Gaming especially mobile gaming is becoming an important industry in India. This is primarily fueled by the increasing use of mobile phones in the country. Even online gaming is a huge potential segment for advertising as a result of the increasing usage of PC and internet connections in India. India offers tremendous scope for game developers.

Game developers in India are presently catering to the demands of all the four global gaming segments in India i.e. PC gaming, console gaming, online gaming and mobile gaming. All these latest development offer great scope for advertising. In-game advertising, as it is popularly called, has been a growing trend in video games however it is still a nascent market.

Yahoo has bought a mobile advertising company Actionality that inserts ads into games and other applications for use on mobile phones. Online in-game advertising has opportunities within each segment. Overall, the majority of gamers aren’t necessarily against advertising, but the advertising approach needs to be different.

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Advertising on Social Networking sites

Posted by advertisinginindia on April 10, 2009

social-networks-indiaA new form of internet advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promises as advertisers are able to take advantage of the demographic information the user has provided to the social networking site.

 

One of the best uses of this medium is that advertisers can get directly in touch with people, knowing their demographics and personality profiles. Because some of these sites have communities on various subjects which individuals join to share their interests, advertisers are exactly able to know what kind of target audience they are looking at.

 

Wikipedia has named this activity as “Friendertising” as it is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service. Example: The recent pink Chaddi campaign became very popular through extensive use of the social networking site Facebook. This site also offers great opportunities for advertisers to advertise their products and services uniquely.  

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Blog Advertising in India

Posted by advertisinginindia on April 6, 2009

 

top25_tech_blogsEvery day about 1, 20,000 new blogs are created and Internet already has about 70 million blogs, covering unimaginable number of areas. With the popularity of blogs in India, more and more companies are looking at advertising through blogs. There are many ways one can advertise on a blog; by placing ads on the site, sponsoring the review of the product or the service on the blog, text linking etc.

Many companies in India are now creating their blogs and promoting themselves through this medium. Big FM radio jockeys maintain their personal blogs which are linked on the company website. Companies are also creating fictional blog as a marketing tool to promote a product.  Big companies like Nokia pay independent bloggers to review their phones.

Blogging has given a new meaning to advertising. People want to trust content on the blog because there is transparency. However, companies need to take into consideration the honest opinions that may be published on the blog about their products. This can give them a feedback and a reality check about their product/service and also help them to improve on the same.

Hence, quintessentially, blog advertising can be categorized in three parts:

Advertising on blogs: putting up banners, click-through ads and other types of ads on the blogs.

Blog owned by the companies: Where company lets out information about its product or service and answers consumer queries, building brand loyalty

Company sponsoring individual blogs: Some companies sponsor individuals to write about their product or service on their blog.

Blogging has thus become one of the fastest growing new means of advertising in India. 

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Internet Advertising in India

Posted by advertisinginindia on April 5, 2009

 

pc-penetrationThe business of internet portals and online advertising are increasing on a large scale in the country. Internet advertising is expected to emerge as the fastest growing segment over the next five years, driven by the accelerating numbers of internet users. Internet advertising stood at approximately INR 1 billion in 2005. The growth of internet advertising is estimated to be atleast 50 % over the next five years.

The biggest advantage of new media advertising is that it is relatively cheaper in comparison to other media and can also be done in an attractive manner. Moreover, various small and upcoming businesses can easily go for new media advertising. In other words, it is very appealing in nature and simultaneously entices customers too. Going for new media advertising is the wisest choices as it gives the surfer both visual and graphic treat.

Also one can use new media advertising in any local language and customized message. Anyone irrespective of the place he resides can access the Internet from any corner of the globe which means that this medium provides great reach. Internet has emerged as one of the most convenient ways to promote any brand or company.

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Commercial forms of advertising

Posted by advertisinginindia on April 4, 2009

 

23684_2Commercial advertising as a broad category includes wall paintings, street furniture components, printed flyers and rack cards, banners, brochures, catalogs, shopping carts, skywriting, bus stop benches, human billboards, sides of buses, banners attached to or sides of airplanes, taxicab doors, passenger screens, trains, supermarkets, shopping cart handles, backs of event tickets and receipts. Any place an “identified” sponsor pays to deliver their message through a medium is advertising.

 There are a lot of innovations that are being carried out in these mediums as the traditional mediums are increasingly facing ad clutter. A creative idea implemented with an innovative medium with low spending is the key advertisers and marketers are using to unlock consumer’s minds in these recessionary periods.

 Companies want to catch their target audience when they least expect it. This will help then to retain top of the mind recall especially if the idea is executed creatively. Whether it is advertising behind a bus ticket or performing a play in a local train or advertising on a human space, execution of the idea along with correct use of the medium can surely attract audience’s attention. Lastly, creativity will never go unnoticed. It has and will always be capable of amusing, entertaining and leaving the audiences in awe!

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Out-of-home (OOH) Advertising in India:

Posted by advertisinginindia on April 3, 2009

amul27-srk-six-packThe OOH industry is largely fragmented. Outdoor media sites are predominantly owned and operated by small local players and are typically marketed by them to advertisers and advertising agencies. Tremendous technological innovation has taken place in this industry which these small players cannot utilize due to lack of knowledge and funds. New billboard technologies like LCD (Liquid Crystal Display) billboards have now come to India which can be seen in airport business lounges. These are digital posters that provide information for business-class passengers with Eye selling advertising. The information is transmitted to the LCDs via wireless technology, similar to that used in mobile phones.

LED (Light-emitting diode) billboards are also driving the market. LED video billboards are brighter than conventional billboards require less electricity to operate and can be changed from a central location. OOH advertising successfully focuses on the targeted audience. Due to the localized nature of the medium, this medium turns out to be a relatively cheaper and cost effective for local advertisers than broad based regional or national medium.

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