Advertising In India

Archive for the ‘Advertising Strategies’ Category

Does 360 degree advertising campaign work?

Posted by advertisinginindia on February 20, 2010

We are hearing all the time that the traditional media is soon going to disappear and that brands that do not adhere to new innovative ways of marketing and advertising will be forgotten in the consumer’s mind.  Innovative usage of media is the need of the hour and clients should stop spending their money on traditional advertising mediums like print and TV. However, when a marketer is churning out a 360 degree campaign, should he spend on these traditional mediums or should he only use the new innovative mediums of advertising that are available to us today? This seems to be a million dollar question!

Let us first clarify what is 360 degree marketing? This strategy is a detailed process where every piece of information concerning a particular brand is communicated to the target audience through all possible channels.

Advertising gurus believe that a consumer has shut his brains to advertising in places he knows he is going to be bombarded with various ads. Hence, today a marketer should try and reach his consumer when he least expects it and in places most unlikely. This will help the brand to be registered in consumer’s mind.

Many CEOs of reputed agencies also feel that 360 degree marketing is just a buzzword, quintessentially it is nothing but using all the possible advertising mediums to hit the consumer from all sides.

Now, to answer the million dollar question, does 360 degree advertising campaign work? Well, according to me, 360 degree advertising campaign or an integrated marketing campaign is what works really well in a country like India because of the diversity of population in the country. Whatever people may say, I feel traditional ad mediums are here to stay for long because we have been born and brought up watching television ads and reading papers! Old habits indeed die hard. Though I also agree that the brand should be innovative in terms of its message and content and can also try new mediums of advertising but it can surely not ignore the traditional ‘roti,kapda,makaan’ (food, clothing shelter) of advertising!

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POP in advertising

Posted by advertisinginindia on January 15, 2010

I rememeber the first time we came across this acronym POP …the first thing that came to most of our minds was Plaster of Paris…until ofcourse we became students of advertising and got enlightened about Point of Purchase and its importance in the big ad mad world!

Point of Purchase (P.O.P) material is an extremely important and effective weapon for all the categories of companies whether in FMCG or in consumer durables or at the industrial or service products end as well as in the arena of pharmaceutical or OTC products.

Whether you market chocolates or soaps or cold drinks or you market refrigerators or home loans or financial services or bags or clothes or for that matter any branded item, P.O.P materials should be used well only then will it be effective. With so much competition today for any kind of product POP proves to be extremely useful because you are hitting the consumer (not literally) right there when she is actually at the point where she is going to make her purchase decision.

I would recommend for an effective ‘POP’ study the following steps should be followed.

There should be a set of clearly defined POP objectives.

The target audience must be clearly defined.

Define a time period for the utility of the POP.

The type of POP used

The POP should be monitored at 4 levels:-

a) Company level/ Brand Manager level: A choice has to be done about the type of POP, the size of POP. For example, a mistake could be done about the size of danglers, if long danglers are chosen, they usually tend to hit the customer’s head in a shop. While making a decision, ego should not come in the way and the brand Manager should personally go to the market to check the POPs.

b) At the Distributor level: In most cases if 100 posters were given to the Distributor, 30 were converted into writing pads.

c) At the Sales force level: The sales force should personally put up the POPs themselves.

d) At the Retailer level: The salesmen should help the retailer to clean up the semi-permanent and permanent POPs and put it up at the appropriate place.

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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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