Category: Advertising

Out of the thousands of Advertising Campaigns that get rolled out every day, which are the ones that you remember? Every Ad Display or every organized campaign that has stuck with you from even the bygone years, has one factor in common: they were all innovative in one way or the other. Innovation in an Ad Campaign brings it and the Advertised Brand along with it, a few steps closer to being a trendsetter. Every Promotional Campaign, that has attained legendary stature, used the relevant medium in one unique way or the other. Though such a campaign does take more time and efforts, it is far more effective than the regular campaigns. This article discusses a few ways in which some of the popular Advertising Mediums in India have seen innovations that redefined Promotional Campaigns in India.

Airport Advertising

The Medium of Airport Advertising is well known for the Innovative Campaigns that are carried out from time to time. The scopes for innovations are immense when the medium enjoys the luxury of a minimum of 55 minutes of audience dwell time. Thus, we have seen experimentation with Ad Displays that moved away from the traditional sites of Wall Mounts and Hoardings, into closer spaces with the audience in the form of Totems, etc. However, when TDI put up the first live car on a Billboard, it was a step that was unprecedented in the Advertising Medium. The concept of putting an actual car as a display was unimaginable before this instance. Though it is true that Product Displays did happen before this time, it was for items much smaller than a vehicle. So intense was effect of this trendsetting exercise that the Airports became synonymous with Car Launches.

Delhi Metro Advertising

The DMRC (Delhi Metro Rail Corporation) was not the first metro system in the world. But a host of factors which resulted due to the brilliant efficiency of the DMRC, resulted in the medium being an ideal place for Advertising. Though, stymies did exist due to the DMRCs reluctance to allow too many variances from the Wall Mounts and Free Standing Units, some of the Metro Advertising Agencies were able to create exciting new trends. The ability to provide extended visibility, by lining up displays in metro stations one after the other, a whole new meaning was provided to the concept of High Impact Ads. This new concept worked with unprecedented success for the brands from the entertainment and news industry. Before long, various TV and FM channels along with newspaper brands and the film industry became patrons of the medium.

Mall Spaces

Advertising at the Malls was itself a revolutionary change in the concept of Advertising. The various displays have always been traditionally used to attract consumers to the point of sale. With the advent of the mall culture, advertising took the dual role of combining Product Displays and Point of Sales. Thus, if you get interested in a certain mobile phone being advertised with a Mall Activation, you can buy it right there. There is no requirement of going to a separate place for buying as has been the traditional cases of Advertisement. This new form of Advertising reduced the time period between the point when the ad has made an impact and the point where the actual sales happens, thereby reducing a lot of lost sales.

Innovations are at the heart of success in the world of Advertising. The ads of the same nature often lose their attractive abilities after a certain time. Audiences grow blind to the patterns of ads after some time and require a dose of creative innovation to open their eyes again.

Pay per click was introduced by Google in order to simplify the day-by-day increasing competition among several business giants. Websites preferring PPC are gaining great benefits in fetching customers to their web address. If you are looking for an agency that can produce results for you using this technique, there are some extremely experienced organizations in the market from which you can choose the one accordingly.

The current online marketing scenario is stuffed with utmost competition reinforcing entrepreneurs and various organizations to opt for various advanced and effective online marketing strategies to gain the desired exposure. Pay per click is a state of the art technique introduced by Google. No doubt, this unconventional approach has brought a unique sense of amplification to modern business perspectives. Basically, it is used to drive traffic to any particular website by a payment method. In this procedure, one use to select different relevant keywords for his business and when that particular keyword is entered into the search engine’s query field, his result use to display at the top of the page as advertisements and hence directing traffic to his website.

Generally, either the payment system is bid dependent or there are specific costs related to every click being made on the displayed advertisement. Focusing on the advertising model, many of you might think that PPC is a bit expensive procedure but according to experts, if it is used in a proper manner, huge benefits can be obtained by it. Also, SEO is an effective method to gain results but it takes time while using PPC campaigns can direct you to the results in a nick of time. The most important thing here is that the person or organization handling your campaigns must be experienced enough to generate decisive results without spending much on them.

Indeed, campaigning rules and methodologies are being altered by Google from time to time and hence it requires an adroit campaign manager to cope up with all such changes. Opting for an established Google adwords agency is the only way to grab the most out of it as they have several PPC experts having immense experience in managing different pay per click advertising modules generating impressive results. The most important aspect of this modern technique is that you don’t have to pay a single penny to get your advertisement flashed despite; costs will be only charged when your ad is being clicked by any user which clearly directs him/her to your website.

Although, there are numerous pay per click service providers in the market claiming to deliver the best results but one thing has to be kept in mind while selecting the one for you that unskilled hands could land you in a very lousy condition charging you with huge bills without generating the expected results.

There are many fields in which the duties of professionals vary. One such field is the management of marketing communications and advertising. Most often, however, tasks revolve around the control of a few key advertising and public relations roles. As such, these professionals must develop or refine a communications strategy, which includes the branding of a company or client; identify opportunities for customer research and to implement these data gathering and targeting initiatives; work with product design and production teams to coordinate the refine of old products or the creation of new products. Unlike other marketing and communications professionals, these managers are in direct contact with clients, helping them to develop and then meet their goals.

At Centennial College, students can attend a marketing and communications program aptly called Advertising and Marketing Communications Management, which has been recognized by the Interactive Advertising Bureau as offering the largest breadth of digital /mobile curriculum.

The aim of this three-year offering is to introduce students to the entire advertising process, which includes research, developing strategies, campaign planning, copywriting, production, media planning and buying.

For a realistic experience, students in this marketing and advertising communication program in Toronto encounter elements of the real world in their courses. For example, they must meet firm deadlines, complete activities in which multitasking is involved, work under pressure and deliver professional presentations. Once students have an idea of what to expect in the field, they have the opportunity to apply their skills to the real world, as this is the only Greater Toronto Area college program with a four-month internship. Aside from working with a host of professionals and gaining an idea of how their roles function in the real world, students should also take this opportunity to expand their professional networks.

It is important to note that fifth semester offers students specialized streams that provide an advanced concentration in copywriting, media planning and buying or account service.

As a respected advertising program Toronto offers, this undertaking supplies students with the option to enter the field, for which they are fully prepared after three years or increase their knowledge through further education.

With the abilities to work in all areas of advertising and marketing communications, including account management, media buying and planning, marketing, digital/mobile, copywriting, production, direct marketing, promotions and event marketing, students have been hired by many reputable companies. Among these organizations are: Anderson DDB, Boom Marketing, Grey Canada, MacLaren McCan, Media Edge, Mindshare, Starcom, Young & Rubicams and more.

Eligible graduates may benefit from Centennial College’s educational partnerships that allow graduates to apply academic credit towards further study. This program has partnered with Alberta’s Athabasca University, Algoma University in Ontario, Davenport University in Michigan and Australia’s Griffith University.

With a high delivery rate is low and CPM two advantages, outdoor media 2005 has become the most fastest growing advertising media. According to leading market research firm CTR data show that in 2005, appeared in the newspaper 1%-negative cases, outdoor media growth rates of up to 79%, 5% per cent of the market share, but will also maintain the momentum continues to grow strong.

As society advances in technology and the development of outdoor advertising, people increasingly higher requirements for outdoor media, conventional signs, light boxes, neon lights, single column and other manifestations of a single outdoor media have been unable to meet the needs of the audience. Outdoor advertising market competition will be on brand value, customer management and professional quality, so the LED begins to emerge. blue led strip large screen is the perfect combination of technology and media, can give full play to the idea, to become the future development trend of outdoor media yield to nobody.

LED full color display is a 1990 new information display developed rapidly in the global media, which uses light emitting diodes led dot matrix or pixel units consisting of large areas of display screens, combines micro-electronics, optics, computers, information processing, and many other modern high technology, has a strong environmental adaptability, high energy saving, long life, many changes, Lee Green, high-tech tip and a series of advantages.c

Its features apart from advertising, also may release information, rich cultural and entertainment life of the people, was the audience favorite medium of information dissemination, popularization and application of large cities such as Beijing, Shanghai, Chongqing, and has received very good results. Recently, the famous Oriental Pearl mobile advertising company focus media, enter the outdoor LED Bulbs market, demonstrates the vitality of the market.

Experts forecast that global demand for various types of LED display screen in the coming years is expected to reach billions of dollars a year, and every year. And in China, according to national optical photoelectron industry association LED display branch statistics, last year LED display full industry of sales about for 4 billion yuan, as joined WTO, and with 2008 games and 2010 Shanghai Expo brings more of eye economic, and national on environmental problem of attention, multiple good factors of effect Xia, LED display in sports, and outdoor advertising, and traffic, many area of market will has significantly of increased. Experts forecast that: LED full color in the domestic market demand growth rate to as high as 30%.

World famous manufacturers of 12v led spotlight display screen has Belgium’s Barco and the United States of Daktronics and the Lighthouse, better think twice in Shanghai in China, Shenzhen, Dalian lumi, Boe, Huizhou desay. Technology of the LED display industry in China is relatively advanced, key products and key technologies consistent with the international advanced level of the same industry, technological level is relatively backward, in the overall system design, product standardization, reliability, manufacturing process, inspection testing means, and international advanced level there are significant gaps

The most important stage of advertising is not the Message creation as many think; rather it is the art of message distribution. The basic tenet of advertising is you cant sell a bad product with good advertising. Having said that, it is also true that even if the advertising message is good and the product is all quite competitive, yet poor media planning can cause severe damage to the product or brand being advertised. So crucial are effective Media planning services for a business.

A Media planning agency is an agency that creates a media plan for a particular advertisement campaign based upon the observation of the universe group and the target group of consumers of a particular product or service in a region, their media usage habits as well as the number of media platforms available to disseminate the advertising message. Careful and well researched observations are made with the help of various Media planning tools which give detailed description of target group and how media platforms can be used to influence their buying decisions. The main aim of a Media planning agency is to provide such media planning services to the client that maximum media impact is created for the product with minimum advertising budget.

Media planning needs objectives

Effective Media planning can only be achieved if the media objectives are well defined. The business or brand which is initiating advertising, should communicate unambiguously, their advertising objectives to the Advertising Media planning agencies. These objectives may be communicated to the Media planning agencies in the form of advertising market reach achieved, brand or product acceptability increased or quantum of sales increased. These objectives need to be in figures so that they can be matched against the outcome of the Media planning services provided by the Media planning agencies.

Common Media platforms

Newspapers and magazines
Television & Radio
Social Media
Outdoor billboards
Search engine marketing

Identifying the Target universe group

Once a Media planning agency is made aware of its media objectives, it sets out to identify the target group for whom the Media planning services have to be focused. For identifying the target consumer group, the media planning agency has put to use many Media planning tools which basically tell them the exact demography of the target group as well as their media usage habits. The number of households or individuals which use one or the other kind of media in a particular location is considered the reach of the media. The target consumer group may be scattered around different media platforms. So a Media planning agency must furnish exact data with the help of available Media planning tools regarding the reach and penetration of various media platforms in a target consumer region.

Factors that define choice of media

Percentage of total population exposed to media.
Which media platform has maximum reach?
Media mix or media concentration?
What should be the frequency of advertisement?
Budget availability

Creating a Media mix

A media mix is combination of various available media platforms in a given region and how they are used for achieving maximum product or brand advertising impact with minimum spending. If money or budget was no constraint, Media planning agencies would have simply bombarded an advertising campaign on all media platforms. But naturally, funds are always a handicap and so the main task of Media planning services is to create a Media-mix that achieves a desired impact by scattering the advertising message across a number of media platforms. For example, Two 10 seconds Ads on three local TV channels daily, five 20 seconds Ads on local FM radio, Daily insertion of advertisement in four local newspapers and multiple billboards across the region.

Advertisement frequency

Another crucial function of Advertising media planning is to determine as to what should be the frequency of advertising in each media platform. The figure is reached at by carefully analyzing the data made available by various media planning tools which disclose the general media usage habits and trends of a given consumer group and then these results are matched against the media objectives set in advance. The frequency of an advertisement campaign is the number of repetitions of an Ad that are required to be visible at least once to the target group in a given period.

Media buying

Once the major tasks of Media planning services are achieved by an Advertising media planning company, the thus prepared Media plan is communicated to the company which needs advertising. On the basis of this media plan and media strategies, a Media buying agency is hired to operationalize the Media plan. Media buying agencies and Media buying Companies are agencies which specialize in buying various media platforms. They have good connections with various Media houses and are wiz at negotiations.

The main task of a Media buying agencies is to buy maximum visibility with minimum spending. In electronic media, Media buying companies try to get best time slots for their clients at the minimum tariffs. In newspapers and other publications bigger space or more prominent space is bought at best discounted rates. Apart from this, a Media buying agency tries to extract as many add-on deals with the media houses which include additional airtime at same cost, Big-events time-slots at no extra cost or free proxy advertising etc.