Leveraging medium - Effective advertising
There has been lot of buzz about ZooZoo advertisements by Vodafone during recently concluded IPL 2009. Now I have no experience what so ever in advertising and branding. But something like this made me think that which advertisements/campaigns produce great branding and sales push?
So I started thinking about all advertisements that I liked, which made me at least remember the company when I was looking to buy something they sell.
Common thread among these all?
They don’t leverage the medium, they add value to it.
Now I may be completely wrong, or very accurate. But this is just a personal observation. I don’t have tonnes of data to prove it.
But here is what I observed -
TV - Most of the advertisements on TV will entertain you. Be it Zoozoo, or some dental care gum with people’s teeth used for lighting tennis court, or some guy using a adhesive stick to catch fish. They will entertain you, make you laugh. Almost each time. My mom, who is cooking in the kitchen, would come out to see the zoozoo ad and not when Gilchrist was going berserk hitting everything over the fence. TV is mainly entertainment focused and hence if you can entertain people through your ads then you can win them over. Throwing lot of information about your product in their face for 20secs is money not so well spent. This is why I think, ads which are shown on news channels (their hardly news channels any more, but gross entertainment channels) don’t make that big a impact on me. Because I take it as roadblock in consuming information. May be its just me though. But if it was me I will roll out different campaigns for news, sports and entertainment channels.
Newspaper - Well most of the newspapers are meant to provide information, news, analysis. So if you can add value to this then that will be great way to utilize your marketing budget. For example, if you are a training institute which is geared towards providing IT related training. Instead of providing information about you and your products, provide information about your domain. Like jobs created in industry for last couple of years in technologies that you train in. This may add more confidence about your brand to your consumers.
Online - Online is very different in this aspect. Because for online media, there is no categorization at high level. So roll out ads based on the properties that you are buying here. I was engaged in a good discussion with Mahesh other day on twitter. And point he mentioned about performance based branding is, finding out right set of properties to target and rolling out your campaign for it. I would like to add that, choose right set of properties, based on USP of these properties, roll out campaigns geared to add value to their USP.
Whats your take on this?
Well…
first of all kudos to Ogilvy India people, who always came out with a very creative concept for Vodafone brand. Many people thought that zozoos r animated characters, but they r not,Zozoos r human characters dressed like 3d characters (which save a lot of money on 3d animation). Well Ogilvy India which completely responsible for this creative bombardments is a part of Ogilvy & Mather(O&M) group,which is among top 3 leaders in adworld.
I really admire this people who always hit their target audiences without any star player or hot actress but just little creative touch of their brains. Previously they did it with tht dog when vodafone is orange and now with zozoos, Great!. Saving lot of money for branding which other idiots r spending for signing big stars and waiting for days from their busy schedule to shoot them.
Advertising is serious business, but many people took it lightly…
Now lets go one by one
Print:- Still dominant and having biggest market share in all the medias. Many people throw their advertisements just like that in news paper only for compromising budgets and other stupid things well they just neglect audience reach for their publishing. Same for hoardings and all printed stuff. many Idiot MBA executive sitting out in their chairs in office, approve stuff on :- 1.Personnel like/dislikes 2.Harassment of boss 3.less working hours in evening and many mad things, But they need to think about branding their product
T.V. :- Its a most challenging media, Companies put lot of money on few seconds. But wht I think that impact of advertisement is more necessary rather than just entertainment… How many people r out there who really buy vodafone service after watching zozoos on TV?, So essence of advertisement must not loose while branding u r product. In that case I really like very first Bajjaj Pulsar advertisement tht bike is falling from top of the building… It create a impact of strong buying will in viewer’s mind. So this impact is mooooooooooooossstttttt important factor in advertising.
Online:- Now this baby is start walking gear up for it. Lot is happening on net. Whole media is transforming checkout each brands website everybody do social networking, doing facebook is now tool of marketing people creating company’s fan pages, twitting online, orkuting, and lot of stuff happening.
Wht I suggest that just do it with little creative way… think more for your advertising. If u r training institute of IT services why the hell your advertisement should in the classified sections how many JAVA seekers or engineers read classifieds. Just think about it…
oopsssss I have to stop…. Its very long comment. Sorry Sushrut… Ok Ok Don’t Curse I know its your Blog. Hahhahaha…..
I do agree for the impact of advertisement but with creativity touch to it. Its very hard to let people change their taste or put trust on newbies in some seconds of creative advertisement, but surely it can make them think for some moment. And I think, this is fare enough to let them think on changing the taste or trusting on newbies. Still I am expecting a lot of creativity for some seconds. I hope you all have seen Honda Accord advertisement. It was expensive and its creativity made me think surely. Though, I know, am totally impresses by that advertisement, but my taste is still not changed from Honda CR-V. Yaar, atleast company manufacturer is same. [:-)]
Nice analysis. I think Prasad got inspired from here to write his now popular Zoo Zoo post
Hi, Congratulations to the site owner for this marvelous work you’ve done. It has lots of useful and interesting data.
hello,
i am prateek from nashik.
its a great feeling to see that nashik people are also a part of blogging field.. i think we should increase our network and catch up more nashik bloggers..
my site
http://www.thetechnoclub.com
@prateek
What do you mean by this “also” dude… Nasik people gone far in tech field… Dnt know whether u r frm nasik or not… but nasik youth is definitely generation next door… So chill and have some beer…Your site is nice