Archive for the 'Advertising' Category

Branding at the Super Bowl

Posted by on Feb 07 2013 | Advertising, creative agency, digital marketing

It was the Super Bowl again in America, when champion teams clashed to win the National Football League trophy. It was also the time when brands locked horns to get the aspired slot during the half time entertainments and grab maximum eyeballs.

To say the least, if it is the super bowl, a marketer knows well that he has the attention of a lot of people at a single place, at one time, in an exclusive commercial break. This is good enough to make the mark and seal the deal. So, what’s the mantra?

 

 

Tease: If marketing gurus are to be believed, a lot of people await commercial breaks during the Super Bowl and a teaser can just do the magic that a brand seeks. For a brand, dropping off hints with the help of a teaser may help bring consumers back, looking for the whole story. The advertisement for Samsung, this year, was the perfect tease for the brand and the game without bargaining on the humor.

Sponsor: This is the most run-of-the-mill idea, but provides for maximum visibility. However, this may also mean that there is a good investment required to book the slots, arena space, jerseys or anything. At the end of it all, it promises to pay big dividends.

Engage: Super Bowl polls and voting are popular way of engaging the consumers, who love to play. It mostly associates with game based questions like guess the team that takes home the trophy, or for voting exclusively for brands. Coke ended this year’s Super Bowl ad asking who amongst the chasers, is going to win the race. Watch this.

The Mecca of all American football leagues has ended and so has the fest for brands. But come next year, and one can witness some outstanding creativity and brand strategies playing in the Super Bowl half time. Who knows? The preparations might already be in swing to woo the audience and take home a chunk of the consumer base.

 

Image courtesy Keloland

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Outdoor Advertising: Making the Mark

Posted by on Nov 26 2012 | Advertising, branding

Advertising has broken its conservative moulds long ago and keeps doing that every single day. With the advent and flourish of outdoor advertising in the last decade, this has become one of the most appealing ways of wooing the customer. Marketers do not like to tip toe around the idea but take it full on, making the most remarkable statements through a few exemplary takes on outdoor advertising.

Let’s have a look at what it takes to make the mark:

Point of Interaction: For outdoor advertising, the point of interaction makes a lot of importance. There is no set formula, for the advertising may appear on a billboard, a local transport, a building or any unconventional space. However, the message should blend well with the space in question.

Creativity Factor: There is no argument that outdoor advertising allows for more creativity. Given that the space is not confined to an A4 size magazine sheet or a 30 second commercial, this one gives plenty of opportunity to experiment.

Attention All: It definitely gets all the attention. For the sheer reason that outdoor advertising takes on a bigger space and makes a larger than life statement in an open arena, it grabs the eyeball. In fact, it becomes as unavoidable as the online pop up ads. So, one is not going to miss out on these, while driving back home or even inside an elevator.

Cost Play: This one works well for the advertising budget. Considering the exposure time and investment, deciding for an outdoor display of product or service idea is a cost effective deal.

Long Stay: Outdoor advertising makes for a perfect setting for a theme based campaign, run in series. People are more mobile and it is more likely that they come across the advertising while on the move, thus, giving the campaign the much needed exposure while it makes for a longer impact.

Delivering a product message has never been as competitive as in the present-day context. So, how can a brand really stand out? How can it truly create an impact? How much should the brand spend? With a splurge in digital marketing as well, brands have a lot to experiment with, when it comes to creating a unique space for themselves!

Image Courtesy www.webguru-india.com

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Elements of an Effective Infomercial

Posted by on Nov 16 2012 | Advertising, branding

An infomercial is certainly a departure from a standard advertisement or commercial. In that regard, it gives immense importance to the product to extend the feature up to 30 minutes of television time. The viewers get a detailed description of the product with useful inputs and testimonials from early users.

So, what exactly would an advertiser require to put together an effective infomercial which should make the expected impact? Let’s see:

1. Need: Need is an important element that should be understood way before one decides to launch the product for users. If there is a hidden need for a certain product in the market, then, half the job is done. The consumer having realized the importance of the product would sure respond to the infomercial.

2. Value: For any infomercial, the value of the product should be reinstated time and again during the whole time frame. The consumer should find the product to be economical in terms of usage, benefits and money.

3. Uniqueness: The unique element of the product will become the highlight of the information. Everything else takes the back seat because this feature is not to be missed. It will be one aspect that would compel the prospective user to think about it as it cannot be found in any other product.

4. Offer A certain discount on the product is always appreciated. This puts the consumer in a comfortable zone and in fact gives him a sense of joy as he gets to save on the expenditure. A seasonal discount or percentage off is a must.

5. Emotional Connect: Last but not the least, an emotional connect with the audience can be built. This can be done by the help of testimonials where other users give an account of how the product helped them. Once the credibility is established with the stories, the product is accepted.

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Niche Advertising: The Power to Appeal More

Posted by on Nov 14 2012 | Advertising, branding

It would be a defying act but it is true. The very fact that niche means something attached to somebody’s specific preference may now be encroached upon by a different space altogether. Marketers and advertisers have realised this phenomenon early on and have clearly taken heed of that. Niche advertising is meant for products or services for a very segregated section of the population and at times it may take into account factors like lifestyle, spending habits, income group etc. Coming to that, what has recently been noticed is that niche advertising is making a bigger appeal to the audience in general.

The Sentiment
It is well known that advertising plays upon the hidden psychology of emotion. This clearly gives niche products a different standing. People more often than not start associating niche products as something special and thus, getting attracted towards it is natural. Ferrero Rocher chocolates would be a humble example here.

The Aspiration
Niche services are already positioned as something desirable in the market, be it exclusive bone china or a SUV. The play is that the ones who can afford it would have to have it and the ones who are still undecided, will be pushed towards it. Sometimes a ‘limited edition’ tag makes it all the more necessary to be acquired.

The Association
It is not so easy to notice but it is there with all individuals. The psychology of association with a group or variety of individuals with similar taste, representing particular lifestyle is quite common. This is another strong reason of how niche advertising gets to a wider network of people because there are a good number of these association seekers who like to buy, wear, use and flaunt products to get attached to the group.

While some of the above arguments are not being discovered on the surface but they are valid and work huge favours for the marketers. Niche advertising has never been as popular as it is now. It is certainly serving out a bigger purpose than is intended or rather moulded so to do that instead.

Image courtesy http://sphotos-a.xx.fbcdn.net

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Starbucks in India: What to Watch Out For

Posted by on Nov 05 2012 | Advertising, branding

There’s something about coffee that is not just taste. It would be a shame if we fail to mention what the coffee houses of London did to the literature of the eighteenth century and knowing that we expect something better to come out of the growing strength of coffee houses in Indian subcontinent. Adding to the list is now the global coffee giant Starbucks’ entry with its very first establishment in Mumbai. The pleasure of this taste has come about with the joint venture of Tata Global Beverages with Starbucks Coffee Company.

Heritage Flavour

Starbucks could not have planned it better to connect to Indian consumers than to begin with an outlet in a building of heritage importance. With the rising ceiling of the cafe, the look and feel of the place has been kept close to a minimal and more of a restored old monument. This is in sync with one of the store ideas that Starbucks has been working so far in US and other countries.

Business Smart

In the whole background of opposition making a hue and cry over the FDI plans, this joint venture of two very distinguished beverage companies is a defying act. Most of the people do not even care because if it is Starbucks at home then what else can one ask for.  Speaking of Starbucks’ venture, well, it seems it is cushioned already as the landing has been timed well and a reliable Indian conglomerate is there to back them.

Sense Appeal

For the ever growing Indian population that is increasingly becoming the part of the urban culture, Starbucks means a haven to leave the honking horns of the traffic and the droning chaos behind and enter into bliss. The ambience of the coffee house is an ideal place to linger over brief sips of the favourite flavour and read a book, make a call, prepare a presentation or have a little chat with friends.

Video Source: http://www.starbucks.in

 

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Is Rebranding Necessary? An Analysis

Posted by on Nov 04 2012 | Advertising, branding

The over saturation of brands in the contemporary marketplace can make your brand fade into oblivion in no time. It may come as a shock to most people but leading brands of the world like Apple, McDonald’s, Harley Davidson were once at the verge of extinction. The need of the hour is to strategically place your brand so that it maintains a formidable presence in the minds of the key demographics.

What is it?

Rebranding may involve altering the name, logo, tagline or anything else inherent to the identity of the brand so that the brand is infused with a new look and feel. This process essentially alters the statement brand is projecting to the end user. Rebranding can vary in extent from very subtle to a complete facelift depending on the need and the current conditions.

When to Do it?

Rebranding is certainly not an option which you should use only when your brand is going out of business. Rebranding can be done to do hone your brand better to the changing landscape. The priorities of today’s consumer remain in a constant state of flux. In order to sustain a brand, you must keep wooing your key demographics which can be done by rebranding. You can rebrand by extrapolating the probable changes in consumer’s tendencies or when a shift in their priorities is registered.

The Risks Involved?

One of the most obvious risks of rebranding is of losing the present brand following. Rebranding should be orchestrated very carefully, so that it confirms with the expectations of the target consumer. You can open a Pandora’s Box if your new image just confuses your present brand followers. Rebranding should eliminate the weak points of the brand image and supplement with stronger ones. However, it is critical to ensure that you do not eliminate an aspect which is inherent to your brand identity.

In this fast paced world, the lifecycle of a brand is fairly short. Rebranding is highly recommended for brands which are close to their demise. Though, this exercise can also be practiced if you want to infuse a new life into your brand.

Image courtesy www.iptrademarkattorney.com

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Making of a Good Tagline: What it Takes

Posted by on Nov 03 2012 | Advertising, branding

No matter how innocent it sounds, a tagline can be just as lethal as a Samurai’s sword. It is all in the tactics of building it. The most basic being its essential connection with the brand it is to sell. It is hard to wonder because for a large part of its audience, it becomes a catch phrase that stays on the tip of the tongue. In fact, in a lot of cases, it becomes an instant signifier for a brand and an alter ego. So, what exactly should be the ingredient for a good tagline?

A Simple Thing

Language is the trick and so is the right grammar. The gist is that the tagline should never become too long; rather, it should be simple in its vocabulary. By any means the idea should go across and must not be lost in translation.

Tickle a Bit

This may not stand true to all brands but for some it can do the magic. A little bit of humour is appreciated by everyone and brands like to play on the idea. A humorous tagline can have a universal appeal and reach out to a wider audience. However, a brand should also not go overboard in this attempt.

How True

A tagline’s association with the brand is important and this is about blending well with other elements of branding like the logo, mascot, etc. Apart from that, the brand essence should reflect in that clever one liner which would grab the customer’s attention.

Product Promise

A tagline becomes a brand’s spokesperson in more than one way. This means it should impart a subtle message of the promised service or product benefit. Brands like to work with a lot of ideas in this area but a plain vision of the company can also become a tagline like Sony’s ‘Make.Believe’. Here’s the story: http://www.sony.net/united/makedotbelieve/

Image courtesy http://www.sony.net

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5 Lucrative Jobs in the Advertising Industry

Posted by on Oct 03 2012 | Advertising, Online marketing

The rapid growth of the Advertising Industry has made the aspiring youth to channel their creativity and ideas into a lifestyle unconfined to the daily rut that a typical 9-to-5 job has to offer.

Its most remunerative jobs are:

  1. Account Supervisor/Sales: The sales and account supervisor positions are best suited if you are a people’s person and have a sales background. The annual salary is based on your past experiences and the number of new accounts you bring in. The day-to-day responsibilities include client communication, keeping the company competitive, and creating client billings and reports.
  2. Copywriter: People with the talent to write and are not willing to settle for meager wages like Journalists can pursue a career in copywriting. By writing print, web or radio ads, the copywriters can earn fast cash.
  3. Creative Director: The position of a creative director is to create and manage ad concepts and their execution. A long experience in advertising and a sense of art and design are the right ingredients to make big in the position of a creative director.
  4. Online Brand and Marketing Manager: Online Marketing Managers are hired to manage the clients’ presence on the web. Good knowledge in social networking and a marketing background can make this a top-paying position.
  5. Chief Communications Officer and Chief Public Relations Officer: To pursue a career as a Communications Officer or Public Relations Officer, you need an excellent written and verbal skill. A good network and being a people person are the traits which are essential. The job encompasses reputation building therefore the job can be expected to pay very well.

The stiff competition and the knack to emerge from the growing completion have certainly made Advertising Industry a one stop solution for various career opportunities.

Image courtesy Fliptalks

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Writing Copy for Radio: 5 Tips

Posted by on Sep 28 2012 | Ad Copywriting, Advertising

Radio is among the most economically viable mediums of mass communication. It is also regarded as a powerful medium as its reach is universal. However, in order to exploit radio’s true potential you must know how to use it effectively.

1.    Know Your Tools: A radio copywriter only has limited tools at his disposal like emphasis, tone, pitch and pace. Writing intended for radio can only be vivid and emotive by utilising these tools well. Variation in tone helps to break the monotony and animate the radio copy. The pitch must complement and illustrate the key message of the copy as retention value of radio is low.

2.    Opening and Closing act: For radio copy to be effective, the opening words must grab the attention and the closing words must have a lasting impression on the listener. As radio is a passive medium i.e. it does not commands full attention of a person, the writer must compensate for this shortcoming.

3.    Economy of Words: This principle applies to all writing but it is all the more critical for radio copy. A lengthy radio copy has little or almost no effect, as it not possible for the listener to remember long details by listening to them just once.

4.    Kindle Imagination: Radio is a medium which lacks visuals but that does not means that it cannot paint a visual picture. Creative use of sound effects and adjectives will grant a unique vividness to the radio copy.

5.    Humour:  Humour is something which if well used can establish a rapport with the listener and can effectively propagate the message. Humour also helps to augment the retention value of radio advertisement.

Writing for radio warrants a slightly different approach as you are writing for the ear not the eye. The aim is to influence the listener which can only be achieved by offering something interesting to listen.

Image courtesy: Traffic Coleman

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TV Advertising vs Social Media Advertising

Posted by on Sep 25 2012 | Advertising, Social Media

Social media has given advertisers a powerful tool to connect and influence the younger generation. Owing to the increasing penetration of Internet, social media has emerged as one of the most important elements in the advertising mix. However, conventional media like television still maintain their stronghold on the India subcontinent.

Ubiquity: Though, the pervasion of Internet has been remarkable at the least, it still cannot match the ubiquitousness of television. Television is something that is rudimentary to every household while internet is still somewhat accessorial.

The Reach: Television still continues to be the closest bet to a universal medium. While television connects with almost all demographics, social media can only reach the urban and semi urban population. Social media is still light-years away from reaching rural and backward areas.

Simplicity: Social media certainly cannot compete with the simplicity of the idiot box. Television can be operated and understood by most masses, even the illiterate. Social media requires its user to be internet savvy in order to exploit its potential.

Targeted Approach: Social media extends advertisers, the privilege to acquaint themselves with their audience. With social media, advertisers can adopt on a highly targeted approach and tap on niche markets.

Feedback and Analysis: Advertisers can never garner instant and accurate feedback for television advertisements. The number of views and popularity for a television advertisement can also be only ascertained. The feedback and statistics of any social media campaign is instant and accurate. Due to this unique advantage of social media, it has also emerged as a test platform for television advertising campaigns

The various facets of advertising have undergone many changes in the recent past. While television still continues to be the dominant medium, it is also apparent that social media poses a veritable threat to its dominance. From a long term perspective, advertisers cannot afford to ignore the potential and reach of social media.

Image courtesy North America Business Review – Canada Edition

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