Advertising In India

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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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Advertising as a Romance…

Posted by advertisinginindia on March 31, 2009

14490393_slide11Advertising, in its profound and deep sense of the term, reminds you of all the embroidered drama, inflated emotions, mellifluous jingles and colourful myriad pictures that form a beautiful collage of incidents and brands and consumer and the beautiful relationship of romance that they share is manifested through this patchwork.

Take a brand like Cadbury’s; won’t you say you love Cadbury’s? Won’t you feel close to this brand – something that you are possessive about, something that you can identify with and feel comfortable with? And how! Imagine a situation where Cadbury would not have been advertised! Would you feel the same connection that you feel right now? No! Somewhere – lines like ‘kuch khass hai zindagi mein’, ‘Asli swaad zindagi ka’, ‘khaanewalon ko khaane ka bahana chahiye’, ‘rishton ki mithaas’ etc have etched in our minds. We feel nostalgic when we recollect the girl dancing on the cricket field in the Cadbury ad, our mouth waters when we recollect the swirling melting chocolate shown just before the Cadbury pack shot… Thus advertising is that magical elixir of romance that creates the sparks between the brand and the consumer. Since ages, advertising is used as a medium of communication. However, today this medium is not just that. It is a means to feel emotions, indulge with the brands, create rippling effects on the consumer and above all make them feel warm, special and important.

Advertising takes the consumer through that romantic journey where the consumer first gets acquainted with the brand, then tries to find more information about the product, makes the first purchase, expresses his likes and dislikes, and after he likes, he becomes a brand loyal customer. Later discounts and other offers make him feel special and wanted and thus the romantic journey of the brand and the consumer carries on for the rest of the life.

When one considers high involvement products like a car or a diamond set, people collect more information as they are in the process of making a purchase decision. One can just imagine the quixotic, dreamy and indulging process of a woman buying a diamond set (say for instance Nakshatra diamond). Since it is popularly and truly said that diamonds are women’s best friend – the romantic buying journey is even more exciting. The lavish and extravagant Aishwarya Rai Nakshatra diamond TVC creates the first bounce of mawkish feelings towards the brand as we repeatedly see the ad with glaring eyes. It is not just wishful and dreamy but establishes a space in your heart that lightens up every time you see the ad. Just imagine the sentiments in the consumer’s heart when he or she has just bought Nakshatra diamond earrings. It is this particular feeling that advertising slogs to create in the heart of the consumers. It is that moment when you come home and adore yourself in the mirror with those earrings and the happiness you feel is the same when you are being loved by your special someone…

Many criticize that advertising lures customers into a pit of false dreams and hopes. But doesn’t advertising offer a stage for you to romance with your favorite brands, watching them evolve, feeling connected with the characters in the ad, dancing with imaginations about the product, flaunting your purchases, loving your brands, creating long lasting relationships with things you use, feeling nostalgic, experiencing emotions and above all making you feel so special against the rest of the world!

Advertising is truly a romantic indulgence!

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