Friday, 18 September, 2009

Advertising is Dead Long Live Advertising

One fine day we woke up and saw the writing on the wall – ‘Advertising is Dead’
What does this mean to these brands – Fem, Catch, MDH, Dalda, Nirma… etc

The thing is these Co.’s need to advertise to survive, sustain or grow themselves , Through the good old ‘Idiot Box’
So what do people mean when they say ‘Advertising is Dead’ – they mean that the conventional way of advertising through the ‘Idiot Box’ or the radio, the Print media is over and no longer relevant.
Because who sees these Ad’s anyways, Don’t we all just flip channels , running off to see what’s on other channels, so what’s the use many would wonder of such advertising.
Does a 30% increase in sales seem good enough to you?
Well that’s what Fem achieved when it advertised during the reality show “Rakhi ka Swayamwar’ .
Or the classic case of ‘Happy Dent White’ which had to pull of its ad’s off air as its stocks were sold out.
This is what good Ad sense can achieve on conventional mediums.

Now , we all agree the future lies in going online. Where the facebook’s of the world have become a part of daily life for millions of people world over.
This is where we can find ocean of space to advertise on, at the same time a platform wherein we can pin point our target audience to the T (i.e. demography etc)
Going online also enables you to quantify and qualify your ‘Reach’.
Pepsi launched it’s “My Can” online, it witnessed 2.7 million visits to it’s website within 10 days , this personifies the unique benefit with online advertising – here the consumers reach out to us advertisers.
Well another thing we must know is that Pepsi hasn’t come up with new TVC for quite some time now. Even with the extended summer and its competition being aggressive, and they are not on the internet either.
Before we come to any conclusion we must acknowledge the fact that when we talk about advertisement with respect to India we have got quite a unique market altogether.
Co.’s need to be present in both the conventional medium as well the as the cyberspace. We agree that ignoring the web would be rather costly.
For India the growth has just begun…n things are only set to improve …both for the TV and Internet as a medium….
So Coke n Pepsi .. we want to see u out there on our computer screens…
n MDH masla are well placed on the sas bhau serials…..
With rural consumption in expansion mode and the growing acceptance of MNC brands.. these markets will keep the oil burning for TV n radio…
N for as us Farmville mates… let’s check out the new gadget on the net….

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