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Changing Trends in Advertisement

Divya b09010Nishant Goyal b09036

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The only Advertising and Marketing funda

Winners funded, losers don’t.

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A face cream is endorsed by socially prominent personalities and beauty queens… Why?

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Value added by advertisement:It gives its users the added

subjective satisfaction of “I’m good as she is.”

This is the Subjective value of Product.

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Reiterating the name until familiarity and association-recall establish a preference.

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Change and

What triggers it?

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Rise in platforms Ads are where the consumer is.

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India- youth orientedWant to attract girls…?

Get AXE!

No Bike, No Status…

Better the bike, more the status…

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which one do you like?

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A successful ad has a story behind it.

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AIRTEL… Youth oriented 2000sStory 2010-now.Signature tune by Rehman in

2002 only!

One more ingredient

Outreach programmes!

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Out reach Programmes

Ensuring customer loyalty and establishing EQ with the customer.

Fuel “Word of mouth publicity”- THE BEST EVER PUBLICITY!!

Strategy- “Customer is THE king. Make him feel so.”

Social Media is the platform!

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This is how a viral campaign looks like….

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Taglines reflect company’s perception of brand and hence, the changing consumers!

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Online Advertisement

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Online Advertisement- WHY?

Internet reaches about 30% of the global population.

Boom in E-Commerce.Executives know exactly ‘How

many views/clicks/shares?’

ONLY With online advertising, one can accurately measure the performance of

the marketing campaigns.

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Increased ROI.

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1994, AT&T ad on Hotwired

•Sold on basis of number of impressions, later CPM

Yahoo in 1996 •CPC- Advertisers pay on basis of CPC.

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What is Google?

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May we then call it an ADVERTISING COMPANY?!…

97% of its revenues comes from its sponsored listings!

6b in 2005

16b in 2007

28b in2010

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Contextual Advertising

Auction of keywords- Google Adwords

Enables you to create ads which appear on relevant Google search result pages and its network of partner sites…

Delivers Google Adwords ads to individual’s websites - Google Adsense

Earn by adding Adowrds’ ads to your blog!

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25/04/2012 Forbes|Tech

“Google to Marketers: Go Mobile or Go Home!”

5 b mobile phones on planet!91% of people keep phones along

with them ALL DAY.85% of mobile phones to be web

enabled.85% of mobile internet users are

using their devices while watching TV!

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Admob is for mobile app developers, set up in 2006, acquired by google in 2009!

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Google’s Android POWER!

Analyst Gene Munster says Android generated $5.90 per user in mobile advertising in 2010, and that number is expected to jump to $9.85 in 2012!

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ROVIO’s revenue was 7m dollars from advertising during first quarter of 2011!So which game is it?...

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Angry Birds makes more money from the free Android

version than from the paid ad-free

ones!!

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Trend observed in Print MediaIndian movies of the 80s

promoted the movieONLY through Print Media?

What worked later was the word of mouth publicity…

Today the ad spending of a company in print media especially in movies is

negligible compared to total ad spending…

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Observe

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1990 and 1997 ad1990s marked the move from text

intensive to thought provoking ads to design intensive!

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Thematic Brand Campaigns

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#KFBeerUpIntroduce the hashtag “#Kfbeerup”

followers tweet and tag friends to attend, registrations, leading to a viral impact!

First 50 – 80 tweeps who registered, attend the Kingfisher Meet Up!

FREE BEER ON THE WEEKENDSounds like a perfect plan to us!!

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Brand Characters – Vodafone pug, zoozoo, Amul butter girl…

Low production Cost No celebrity- no risk! Represents a common

man. 3m hits in 3 weeks!! Awarded “MOST WATCHED

BRAND IN BREAKS”

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The latest trend of being Innovative!

Sex Sells- Rolling

eyeballs!

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Coca Cola Light

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Parody Advertisement.2012Remember the recent Hindu-TOI row?

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‘To be continued’ ads

Deepika Padukone in Nescafe ad.

‘3 idiots’- Disguise tour of Aamir!

Element of Surprise

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Observations:Rise in platforms of advertising (These

days- outreach programmes and viral marketing).Youth oriented.TO CONNECT with consumer is the

motive and not just introduce the product.The theme of Story.Thematic campaigns which may not

be product based. Print- text intensive to design

intensive.Rolling eyeballs- innovation!

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Some things just improve over time…

Amul Butter Girl.

Successfully running for over 41 years!

Till we entertain queries, here’s a tribute-

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1979- Cushioned chairs in First Class Indian Railways

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2012- you know what.

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2011

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2012- You know who!!