Celebrity endorsements are today quite in vogue. However that brings in risks attached to both brands in question. A short term negative image for one is not likely to translate into a negative image for the other. This is because an Aamir or SRK are today brands in their own right. They are not endorsing a product to seek publicity but its a mutually beneficial relationship.Yes celebrities must not support products which may be harmful or may mislead the younger generation in any way. They after all look upto these stars as the all-encompassing icons. But again, media/image issues like these are bound to crop up once in a while when we talk of big brands. Hence the best step is to wait and watch till there are lobbies on both sides to even out the issue with / without your investments ;)
Reshmy Warrier 2006-09-11
Monday, October 09, 2006
Major Obstacles to Creative Thinking- soflow
--“Fear is often a boulder in the way of creative thinking. In fact, it is not just the fear of ridicule that is the boulder; but 'unproductive thinking' that perhaps comes in the way of good ideas. There are those who think themselves and their thoughts 'above' the rest; and there are those little creative men out there who get killed out in the stampede to rise to the top. These men often proclaim to deaf ears that ‘this was after all my idea’. Perhaps communication comes in the way of creative thinking, or perhaps mankind itself does not want a good idea to get across since that would in some way surpass the average ideas and stand out amongst the average ideas. But what if this good idea is my idea? Human mentality comes in the way of creative thinking not just fear because even the brave are sometimes trampled by the merciless honchos.”
Indian Outdoor Advertising « Dream On !
Indian Outdoor Advertising « Dream On !
Because Vision is Complicated Enough !! from Rajat Gupta's wordpress..
Reshmy Warrier - September 1, 2006
I happen to be working as a planner in the field of outdoor advertising in
India (on the agency side). And it is interesting to note what people outside
the industry think of the same. Yes it is a very dynamic medium and is at its
disorganized best in India. In fact if we were to list down brands launched
via outdoors alone, you just might end up countin’ in fingers.
However that is where the whole game gets interesting. India is still
beginning to open its eyes to the possibilities via outdoor media. There is
tremendous opportunity to do some good work.And of course to get noticed. With
or without a celebrity. The idea is to get the strategy right. What we need in
turn are clients who are willing to take chances and prepared to look at
outdoors from an unconventional perspective. From a planning perspective, the
strategy is less about the creative on display but more about where the
customer is likely to be and what or where he is likely to look.
It would help if we look at some award winning ideas from abroad to see the
direction that this media is taking. One good site I can refer you to is
http://www.adrants.com/medium/outdoor. Outdoor as a medium is targetted at
people who are time crunched, who do not want a plethora of information but
just the bit to remind them / make them aware that Abc brand exists. We all
remember billboards, kiosks and bus shelters whether we like them or not.
We cannot shut our eyes to this medium since today each one of us is On the
Move. And who said outdoor is not interactive?
Outdoor media is looking up. Technology and Creativity may step up the pace
but Strategy at the end of the day is going to make the difference. Strategy
in turn includes a whole host of activities like deciding the media mix, the
markets, the distribution, the type of media, the nature of TG and so on. It
is true that celebrities help. But some of the most creative outdoor ads like
Samsung (True to Life - Rapeler), Nike (mall escalator), Red FM Interactive
Hoarding promo etc. never involved a celebrity.
As regards measurement, yes we are nowhere compared to say print and TV. But
pls refer to the below article…
THE MUDDLE IN MEDIA RESEARCH
Media consumption measurement is another area of concern for marketers. On an
average, mainline advertising accounts for around 40 per cent of most mass
marketers’ marketing budget. It was around Rs 14,000 crore in 2005.
Measurement of media habits is important because brands communicate with
consumers mainly through media vehicles. Besides, the return on investment in
advertising has to be accounted for. “Even if I manage to spot my target
group, how do I ensure whether my message is reaching them and more
importantly, prompting them to buy my product?” asks Vikas Gupta, Vice
President, Marketing, Coca-Cola India. “What we have today is anecdotal data
rather than hard facts,” he adds.
Capturing media consumption has become too complicated today, thanks to the
proliferation of cable and satellite channels (around 200 against 50 till five
years ago), radio stations, print and wireless media. Increased choice has
fragmented mass audience and there are no tools to capture new trends.
Although the TRP-oriented research by Television Audience Measurement (TAM)
remains the most commonly used currency to measure TV viewership, concerns
have repeatedly been raised about its small panel size (4,800 households). As
for the print medium, National Readership Survey and Indian Readership Survey
are the yardsticks. Although they do an extensive job, industry remains
divided over their authenticity. Says Madhabi-Puri Buch, Senior GM & Country
Head, Customer Delivery, Products and Technology, ICICI Bank: “The media
measurement infrastructure in the market is too weak to capture reality and
generate worthwhile consumer insight.”
regards
reshmywarrier@yahoo.com
16. Reshmy - September 6, 2006
Adding on, Outdoor is Interactive..To clarify, Outdoor Advertising has the
possibility of being interactive like any other media. In fact the future of
every advertising media is in consolidation, convergence, consistency and
synergy. Let us not single out Outdoors.
Many of the insurance/ financial services / telecom companies for instance
have an sms no. attached to its hoardings. And the Red FM campaign tied up
radio with outdoor. Hoarding dekho, phone karo aur inaam lelo.These
initiatives in turn help in measuring the reachability of outdoors, bring a
thread of synergy into different media and also help in breaking convention.
Bottomline remains that
A beautiful model is far from the truth in devising Outdoor strategy. Of
course a hoarding has to be attractive.But fact remains that Strategy and
Planning in outdoors is beyond that and involves far more issues / methods
just like any other media. And the same differs from location to location and
TG to TG.
Outdoor advertising is definitely not a dull medium. The measurability in
short term is done via brand track by some, but the long term results can be
well vouched for by the telecom majors. 50% + of their spends go into
Outdoors.
Because Vision is Complicated Enough !! from Rajat Gupta's wordpress..
Reshmy Warrier - September 1, 2006
I happen to be working as a planner in the field of outdoor advertising in
India (on the agency side). And it is interesting to note what people outside
the industry think of the same. Yes it is a very dynamic medium and is at its
disorganized best in India. In fact if we were to list down brands launched
via outdoors alone, you just might end up countin’ in fingers.
However that is where the whole game gets interesting. India is still
beginning to open its eyes to the possibilities via outdoor media. There is
tremendous opportunity to do some good work.And of course to get noticed. With
or without a celebrity. The idea is to get the strategy right. What we need in
turn are clients who are willing to take chances and prepared to look at
outdoors from an unconventional perspective. From a planning perspective, the
strategy is less about the creative on display but more about where the
customer is likely to be and what or where he is likely to look.
It would help if we look at some award winning ideas from abroad to see the
direction that this media is taking. One good site I can refer you to is
http://www.adrants.com/medium/outdoor. Outdoor as a medium is targetted at
people who are time crunched, who do not want a plethora of information but
just the bit to remind them / make them aware that Abc brand exists. We all
remember billboards, kiosks and bus shelters whether we like them or not.
We cannot shut our eyes to this medium since today each one of us is On the
Move. And who said outdoor is not interactive?
Outdoor media is looking up. Technology and Creativity may step up the pace
but Strategy at the end of the day is going to make the difference. Strategy
in turn includes a whole host of activities like deciding the media mix, the
markets, the distribution, the type of media, the nature of TG and so on. It
is true that celebrities help. But some of the most creative outdoor ads like
Samsung (True to Life - Rapeler), Nike (mall escalator), Red FM Interactive
Hoarding promo etc. never involved a celebrity.
As regards measurement, yes we are nowhere compared to say print and TV. But
pls refer to the below article…
THE MUDDLE IN MEDIA RESEARCH
Media consumption measurement is another area of concern for marketers. On an
average, mainline advertising accounts for around 40 per cent of most mass
marketers’ marketing budget. It was around Rs 14,000 crore in 2005.
Measurement of media habits is important because brands communicate with
consumers mainly through media vehicles. Besides, the return on investment in
advertising has to be accounted for. “Even if I manage to spot my target
group, how do I ensure whether my message is reaching them and more
importantly, prompting them to buy my product?” asks Vikas Gupta, Vice
President, Marketing, Coca-Cola India. “What we have today is anecdotal data
rather than hard facts,” he adds.
Capturing media consumption has become too complicated today, thanks to the
proliferation of cable and satellite channels (around 200 against 50 till five
years ago), radio stations, print and wireless media. Increased choice has
fragmented mass audience and there are no tools to capture new trends.
Although the TRP-oriented research by Television Audience Measurement (TAM)
remains the most commonly used currency to measure TV viewership, concerns
have repeatedly been raised about its small panel size (4,800 households). As
for the print medium, National Readership Survey and Indian Readership Survey
are the yardsticks. Although they do an extensive job, industry remains
divided over their authenticity. Says Madhabi-Puri Buch, Senior GM & Country
Head, Customer Delivery, Products and Technology, ICICI Bank: “The media
measurement infrastructure in the market is too weak to capture reality and
generate worthwhile consumer insight.”
regards
reshmywarrier@yahoo.com
16. Reshmy - September 6, 2006
Adding on, Outdoor is Interactive..To clarify, Outdoor Advertising has the
possibility of being interactive like any other media. In fact the future of
every advertising media is in consolidation, convergence, consistency and
synergy. Let us not single out Outdoors.
Many of the insurance/ financial services / telecom companies for instance
have an sms no. attached to its hoardings. And the Red FM campaign tied up
radio with outdoor. Hoarding dekho, phone karo aur inaam lelo.These
initiatives in turn help in measuring the reachability of outdoors, bring a
thread of synergy into different media and also help in breaking convention.
Bottomline remains that
A beautiful model is far from the truth in devising Outdoor strategy. Of
course a hoarding has to be attractive.But fact remains that Strategy and
Planning in outdoors is beyond that and involves far more issues / methods
just like any other media. And the same differs from location to location and
TG to TG.
Outdoor advertising is definitely not a dull medium. The measurability in
short term is done via brand track by some, but the long term results can be
well vouched for by the telecom majors. 50% + of their spends go into
Outdoors.
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