Wednesday, August 31, 2011

Significance of advertising your brand during festive season!

Festivals form a major part and parcel of our lives. Especially in India, we celebrate every festival with great pomp and show. Festivals also mean a particular time during which customers heavily shop. Yes, shopping forms a major part of every single festival. Therefore, for advertisers, festivals are the right time to advertise their brands amongst customers so that they get familiarized with the features and benefits of the products and are encouraged to adopt or buy them. Heavy advertising of brands is quite an observed trend amongst the various advertisers. Television advertising, radio advertising or outdoor advertising practices – all these are heavily practiced amongst advertisers during a particular festive season.

For a festival oriented ad campaign, the final brand message has to be strong and appealing enough to carry away the attention of audiences or prospective customers. Therefore, the advertising message and the medium of advertising network should also be equally influential so that customers get the brand message loud and clear and of course with the targeted impact. During a particular festival, the advertising message of the brand should also flaunt in such a manner that customers are delighted to go through it as much as they are rejoiced to celebrate the festival. Talking about the festival, its essence and representing the brand in a full-fledged festive spirit- all these tactics of brand print advertising can be implemented by an advertiser during a particular festive aura.

Festivals come and go; memories of the flamboyant celebrations remain forever. As a brand owner, if you present a memorable brand message amongst customers during a particular festival, customers tend to remember it in the near future. For example, Cadbury Ads are most often focussed on festival themes. So, customers have this near to personal feeling that when it’s any festival, Cadbury forms a major part of the celebration. And in each and every festival, the same mentality prevails amongst customers. It is one reason why Cadbury Chocolates sell like hot-buns in Indian market especially during festivals.

Saturday, August 27, 2011

Advertising through multiple media- Not a big deal!

It’s not a big deal for advertisers to launch their promotion campaigns through multiple advertising media provided they can allocate a budget for the entire promotion campaigns to be launched. Media mix is an ideal strategy for every advertiser to promote his brand amongst target groups. A brand advertised through multiple advertising channels has more chance of creating a richer impact amongst target groups. Reachability of the brand message is also pretty good if advertised through multiple channels. Though the format of advertisement varies from an advertising vehicle to another, the same brand message can be conveyed to customers through multiple ways.

Advertising is a never ending practice. With so many brands upcoming in the market (on daily basis) advertising becomes more and more important. Earlier when there were lesser number of brands, there was no need for heavy advertising campaigns. However, today with the innumerable number of brands present in the market, advertising has become a sole tool to generate awareness amongst target groups and obviously to drive sales for the product. Television Advertising, Print Advertising, Radio Advertising, Outdoor Advertising- all these conventional means of promotion are still in vogue. Though the style, tone and tactics are changed or enhanced, the importance of these advertising mediums are still felt by today’s brand marketers. Innumerable numbers of brand owners still advertise their products through television/radio/outdoor/print media or through an amalgamation of these mediums.

Further, with the introduction of online media, good advertising becomes better. Providing multiple benefits to brand owners, online advertising media has emerged as one of the effective means of brand promotion. Almost every brand has its online presence today. Brand commercials through television media can also be watched on the various internet sites. Print Ads, outdoor ads and even radio ads can be accessed on web these days. Having its own website, promotion through the various online sites, social networking ads etc. all these are becoming common trends for brand owners to stay connected with their potential target customers.

Wednesday, August 24, 2011

Advertise your brand through any medium!

An advertising campaign of your brand can be launched through any channel or medium provided it provides a good impact or reach amongst the potential target groups. Television Advertising, Print Advertising or Radio Advertising media- all these can be implemented together or individually to promote your brand amongst TG. Some commercial ad campaigns are also launched through unconventional means such as wall painting, billboards, street furniture components, flyers, cinema and television adverts, shopping carts etc. Conventional means of advertising such as television, print, radio or outdoor media are highly implemented by brand owners to position their brands in the market.

Television Advertising is one of the most entertaining means of presenting a brand message. Providing audio-visual effect, a television commercial is informative as well as entertaining which is why a majority of audiences prefer to watch any brand commercial through television media. Television Ads are also musical especially the brand jingles with which most of the TV commercials end. A conventional yet one of the contemporarily implemented means of advertising, television media and its significance is ever going to be felt amongst the various brand owners and advertisers.

Radio Advertising is another conventional means of conveying a particular brand message amongst target groups. Radio Ads are cost effective means of presenting a brand message to a bulk audience. The rising numbers of FM channels have provided radio advertisers striking opportunities to advertise their brands to customers. Though radio ads rely on audio effect, customers can easily grasp any kind of brand message conveyed through a particular radio channel.

Print Advertising or any form of brand message available in a print format such as leaflets, flyers, pamphlets, brochures etc. is one of the conventional means of promotion continuously implemented by brand owners and advertisers. With digital printing facilities, print ads have gone through a makeover. Print Ads are still reliable means of brand promotion even in today’s hi-tech world. Numerous numbers of brand owners still launch their ad campaigns through print media.

Wednesday, August 17, 2011

Key features of brand advertising

In today’s blog, some key features of brand advertising are provided. Any advertising campaign is to be launched considering all these key features.

An allocated budget

Budget plays the most important role while launching any promotion campaign of a brand or service. How much the advertiser can spend for the campaign is important to decide the media vehicle and other requisites of the overall campaign. A fat advertising budget provides the advertiser an exclusive option to launch the campaign through an affluent channel. Once the budget is decided, the advertiser can start planning the medium of advertising his brand. Television Advertising, Radio Advertising, Print Advertising, Outdoor Advertising etc. are some common means of promoting a particular brand or service. Advertisers can (as per their budget) choose from any of these advertising mediums.

A defined target group

To whom the brand message reaches out is another important criterion of the advertising campaign. Advertisers should have a thorough knowledge about the buying behaviour of those individuals to whom the brand message is delivered. A demographic survey is a must to study the buying behavioral norms of customers. Advertisers can plan their campaigns more effectively if they have detailed information about the target group.

A strong medium or channel

Once the budget is decided (as mentioned earlier), the advertiser has to choose a strong means of launching the promotion campaign amongst target customers. Media planners study the various mediums of advertising and suggest the best channels to launch the promotion campaign. A strong outdoor advertising medium provides an impactful impression about the brand on target groups’ mind.

An interesting brand communication

Last but not the least, the brand communication or the final ad message is another criterion of launching the overall campaign. The ad message should create an interesting appeal on target groups. The brand message should also persuade customers to buy or adopt the advertised brand.

Wednesday, August 10, 2011

Popular modes of advertising frequently used!

Brand owners adopt various modes of advertising to promote/generate awareness about their products in the market place. There are some brand owners who prefer to launch their ad campaigns through a single dedicated medium, whereas, there are also brand owners who prefer media-mix i.e. multiple modes of advertising to promote their brands. New forms of brand advertising are emerging and are overtaking traditional media such as television advertising, radio advertising, print advertising etc. A shift in consumers’ buying behaviour has also been observed so far. Internet/web media is becoming popular day by day along with newly found portable channels of advertising such as mobile media. In today’s blog, some popular modes of advertising frequently used by modern advertisers are discussed. Take a look-

Mobile Phones

Of late, mobile media has become one of the top mediums of brand promotion for a wide range of advertisers. Usage of mobile phones has also tremendously increased. Brand owners avail of personalized brand promotion solutions through mobile media. Like internet ads, mobile advertising campaigns provide customized brand messages to target customers.

Internet media

Internet advertising is almost synonymous to the contemporary mode of brand advertising. Assuring effective reach of the brand message, internet ads have been extensively used by brand owners to promote their brands amongst the target customers.

Social networking advertising

One of the latest forms of advertising that is rapidly growing is brand advertising through social networking sites such as facebook, twitter, orkut etc. A subset of online advertising, social networking ads have already created ripples on the web world providing exclusive promotion solutions for brands of all ranges. Though the market of such ad media is relatively immature (as of now), experts have opined that social networking ad media will boom in the very near future. More and more brand owners are adopting social networking ad campaigns to create a rich impact about their brands.