Changing Trends in Advertisements. Airtel- hfz ad video and several tunes added. Very colorful yet concise ppt. Trends in online, mob and print media discussed.
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
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
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
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
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
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
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]
