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Changing trends in Advertisement.
- 1. Changing Trends in Advertisement Divya b09010 Nishant Goyal b09036 1
- 2. The only Advertising and Marketing funda Winners funded, losers don‟t. 2
- 3. A face cream is endorsed by socially prominent personalities and beauty queens… Why? 3
- 4. 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. 4
- 5. Reiterating the name until familiarity and association-recall establish a preference. 5
- 6. Change and What triggers it? 6
- 7. Rise in platforms Ads are where the consumer is. 7
- 8. India- youth oriented Want to attract girls…? Get AXE! No Bike, No Status… Better the bike, more the status… 8
- 9. which one do you like? 9
- 10. ‹#›
- 11. AIRTEL… Youth oriented 2000s Story 2010-now. Signature tune by Rehman in 2002 only! One more ingredient Outreach programmes! 11
- 12. 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! 12
- 13. This is how a viral campaign looks like…. 13
- 14. Taglines reflect company‟s perception of brand and hence, the changing consumers! 14
- 15. Online Advertisement 15
- 16. 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. 16
- 17. Increased ROI. 17
- 18. 18
- 19. What is Google? 19
- 20. 97% of its revenues comes from its sponsored listings! 28b 16b in201 in 0 6b in 2007 2005 May we then call it an ADVERTISING COMPANY?!… 20
- 21. 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! 21
- 22. 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! 22
- 23. Admob is for mobile app developers, set up in 2006, acquired by google in 2009! 23
- 24. 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! 24
- 25. ROVIO‟s revenue was 7m dollars from advertising during first quarter of 2011! So which game is it?... 25
- 26. Angry Birds makes more money from the free Android version than from the paid ad- free ones!! 26
- 27. Trend observed in Print Media Indian movies of the 80s promoted the movie ONLY 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 27
- 28. Observe 28
- 29. 1990 and 1997 ad 1990s marked the move from text intensive to thought provoking ads to design intensive! 29
- 30. Thematic Brand Campaigns 30
- 31. #KFBeerUp Introduce 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 WEEKEND Sounds like a perfect plan to us!! 31
- 32. 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” 32
- 33. The latest trend of being Innovative! Sex Sells- Rolling eyeballs! 33
- 34. 34
- 35. Coca Cola Light 35
- 36. Parody Advertisement. 2012 Remember the recent Hindu-TOI row? 36
- 37. „To be continued‟ ads Deepika Padukone in Nescafe ad. Element of Surprise „3 idiots‟- Disguise tour of Aamir! 37
- 38. 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! 38
- 39. Some things just improve over time… Amul Butter Girl. Successfully running for over 41 years! Till we entertain queries, here‟s a tribute- 39
- 40. 1979- Cushioned chairs in First Class Indian Railways 40
- 41. 2012- you know what. 41
- 42. 2011 42
- 43. 2012- You know who!! 43
Notes de l'éditeur
- Ra.One- 30 brands and associations10-month long marketing campaign.Fun music entertainment sports…Cricket, SRK and sex– all 3 brought together.
- Individual trends will also be discussed, more general changes
- 30% population in the age gap of 10-24.
- 70-80% will like the first one. The msg is the same.
- As we are in Airtel mode…
- A good outreach programme does two things:Necessarily promote the product.May produce sth more useful than just publicity.
- 65000 tags in a matter of days!
- 1995 Brand promise to customers, new launch hence, new desires. 1999 Target the relatively new customers i.e. the middle class with high aspirations. 2002 Ensuring customer loyalty and establishing EQ with the customer. AR Rehman gave the signature Airtel tune to support the tagline. 2003 ‘Kuchbandhanatoothotehain’ ads by SRK, again targeting the middle class and cashing the value an average Indian family puts in relations. The tagline reflected Airtel’s emotional attachment with the customer. Win. 2011 Immediately relate with the youth and typecasting friends, with whom you can ultimately relate
- 46% of parents whose children shop online allow their child to use their credit/debit card. 30% of parents who let their children shop with their credit/debit card online say their child has used it without permission. 23% of parents who let their children shop with their credit/debit card online say their child has overspent on it. [Source: Symantec, November 2011] and 39% of college students buy more online than in person. [Source: Cisco, September 2011]