There are vast quantities of PR material produced every day, a good chunk of which makes it into the media. PR releases have become an essential editorial too. They provide updated information and story fillers that are indispensable to an editor. Research by Cardiff University found that 54%…
Marketing clutter refers to the very high volume of advertising messages that the average consumer is exposed to on a daily basis. So, how do you get noticed in the crowded modern marketplace? Is controversy the only way to get attention? Controversial advertising campaigns often generate a negative…
Bob Hoffman has had a distinguished career as an ad man. He has won several awards and his work speaks for itself. Besides this, he runs an extremely popular advertising blog at “The Ad Contrarian.” www.adcontrarian.blogspot.in Hoffman is sharp and precise when sharing his views on the problems…
Advertising is all about capturing the attention of one’s audience. Achieving visibility for the advertisement is a necessary condition for success. While every visible advertisement does not always achieve its goal of success, if an ad is not seen (or is not visible), it has failed no matter…
Of late Indian advertising and its ethics have been under the microscope. This cartoon was posted online by JWT India, a branch of one of the world’s largest ad agencies, as part of a series intended to illustrate a small car’s rear storage space, with the tagline: “Leave…
Companies rely primarily on their advertising agencies for guidance in nearly all areas of marketing communication. Customer’s perception of a brand is a synthesis of the bundle of messages they receive from the company’s communications, the strongest of these being advertising. This makes choosing the right ad agency…
When we think of the word ‘branding’ what comes to mind by association is consumer products. Food items, electronics, clothing etc. These products have higher visibility and wider usage. They definitely take up more of the family mind space. Mass media is dominated by consumer advertising. However, branding…
Market and consumer insights help in getting the inside track in the mind of your customer and the way the market works. These techniques read between the lines and make non-obvious connections. In India, we often equate market research with hocus-pocus or even an easy way for a…
While OTT platforms are overtaking viewership from cable, certain content on these platforms stands in violation of acts governing cinema and television. So is it time for censorship? Hmm, what should I watch today? Another romantic comedy or is it the night for crime! With more than 35…
If everyone thinks alike, no one is thinking – Benjamin Franklin NO DIFFERENTIATION Everyone believes that their brand is unique. A differentiated product is essential to marketing success. Distinctive branding is the root of clarity in brand positioning. This means, knowing who your target audience is, who the…
