Many people think that advertising a product means to sell it. But real aim of advertising is to make general public and potential buyers aware of goods, products and services available under a brand. Though, it must sell; making ads that coax audience to buy isn’t unethical at all. However, what is ethical and what’s not; when the supreme authorities have altered the definitions altogether. Comparative advertising Comparative advertising is advertising where one party advertises his goods or services by comparing them with the goods or services of another party. Such other party is usually the competitor or the market leader of that good or service. The comparison is made with a view towards increasing the sales of the advertiser, either by suggesting that the advertiser’s product is
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In direct mails, we often use personalization whenever possible. Starting a letter with “Dear Satyam” instead of “Dear Sir” responds better every time (if the recipient’s name is Satyam, that is!). A sweepstakes that uses a personalized address message like, “Your prizes are waiting to arrive at 123, BTM, Bangalore,” will garner more entries than one that uses a generic message. Today’s technology, though, permits new kinds of personalization that pack an even bigger punch than mere names and addresses. Picture & Video Personalization Elfyourself is the best relevant example I can mention here. Checkout the video With the funny animation, our brains are fooled by the video trickery and we find it hilarious to see ourselves and others engaged in wild dance moves. The viral
It takes a lot to grab people’s attention these days when they are chocked with all kinds of advertisements, but a viral promotion for the upcoming superpowers movie “Chronicle” certainly got the job done. New Yorkers caught sight of what appeared to be three people flying over the city, performing silent aerial ballets. A super hero flying over a city was always a movie thing, but to see the same in reality certainly was difficult to believe. It could have been a scene straight from an issue of a Marvel comic, but in fact it was a promotion for the Twentieth Century Fox superhero flick about three friends attempting to cope with newly acquired superpowers. Here is what happened The “people” were the size of actual humans, around
‘Marketing, whatever the definition is, is one part of a business; a small one. There is no point in becoming a marketer unless you understand how business is done. You are you; there is no point in becoming just an arm of your body! You won’t have existed then.’ These were the words of my mentor when we first discussed about Marketing. A mentor, who un-complicated my outlook towards business. He once said, “Don’t call yourself a marketer; because that’s when you limit yourself, your capabilities of learning and narrow your horizon towards having great business mind.” These were the words that hit my mind while I was reading about P&G laying off 1600 Marketing Staff , for they figured out a cheaper way to
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter.F. Drucker Market leadership, turnover, customer satisfaction etc are few of the many indicators of success for a firm. The success is attributed if the product/service is technologically superior and of good quality or an effective marketing, promotion and distribution strategy is in place. Innovative marketing at its best can be understood from Coca-Cola India’s venture into rural India in the year 2002, with an innovative promotion and marketing strategy that differentiated it from its competitors. Atul Singh, the company’s president for India and South West Asia in an interview said “We want every part of our portfolio to grow, so that any consumer, on any occasion, anywhere in India, makes
Volkswagen hails itself as an Auto MNC which has garnered a reputation for being an innovative brand, by relying on innovative marketing practices. After making an entry to the Indian market in 2007, the company kicked off its innovative marketing in the country in 2010, in a bid to improve its brand awareness with the ‘talking newspaper’ campaign for the then newly launched Volkswagen Vento sedan. On the 21st of September, readers of ‘Times of India’ in Mumbai, Delhi, Bangalore, Pune and Chennai were taken by surprise when their newspapers ‘talked’ to them about the Vento. This first ever advertising campaign of its kind in the world was achieved using an i-pod sized device embedded with a chip, a speaker and batteries to last for