CREATIVE ADVERTISING – PART 2

My earlier post was about the various appeals used in advertising and this one is purely about how advertisers beautifully blend the ad message with incredible creativity.
It has always been fascinating for me to observe, analyze and explore how different businesses from different industries market their products and services. I have learnt that since the year 2000 or 2005 probably there has been a phenomenal transformation in the ways marketers do marketing. Transformations not just in the way traditional marketing campaigns were carried on but in terms of adding up of a plethora of unique marketing campaigns as well, which are not just attractive but effective and mindboggling as well!
Here are some of the interesting types of marketing campaigns which I thought were worth sharing.

1. TRADITIONAL MARKETING

This is the picture I clicked  at the bus stand outside Ispahani centre, Nungambakam. I happened  to see this hoarding few days back and found it extremely catchy and impressive.

The series of Ramesh-Suresh tv commercials of 5star are annoying as ever. I din’t like the idea  of the TVC – Lost in taste, “Jo Khaaye Kho Jaaye”.  In fact the repetition of advertisement on channels was such a put off for me that I stopped eating 5 Star for several months. Yes can you believe it?? That’s the effect of a silly and annoying advertisement! But few days back, when I saw this beautiful  5star shaped hoarding, it got struck so much in my mind that I bought ten 5stars that very day. It definitely made a strong impact on my mind and changed my buying behavior.

2. AMBUSH MARKETING

Ambush marketing is one of the innovative ways of marketing. Ambush, in general, means “A suprise attack from a  hidden position”. According to Wikipedia it’s a marketing strategy wherein the advertisers associate themselves and capitalize on a particular event without paying any sponsorship fee. Some people criticize this type of marketing as immoral marketing.

Here are some of the examples of Ambush marketing.

3. GUERILLA MARKETING

Aah! This one is my favourite type of marketing campaign. It is a strategy wherein low-cost unconventional means(graffiti, sticker bombing etc) are utilized. The unique thing about this form of marketing is that is very interactive, and customers are targeted at unexpected places. The objective is to create an engaging and thought-provoking concept to create a buzz among people. I think companies should explore the opportunities of Guerilla marketing for their businesses in order to make the target group excited in an unconventional way.

Following are some of the examples of enormously creative Guerilla marketing campaigns. A lot of them are ad picks from my favorite advertising website adsoftheworld.com

4. ONLINE/INTERNET/WEB/E- MARKETING

It not only refers to marketing on the Internet but includes marketing done via e-mail and wireless media. This type of marketing is flourishing today, though there are a lot of security issues.

Remember these Katrina kaif slice ads which kept displaying on god-knows-how-many websites???!!

Another one - FANTAstic Flirting

My favorite again - Avengers online marketing

5. VIRAL MARKETING

There cannot be better example  than ‘Kolaveri Di’ when it comes to Viral marketing. Apart from the gob spanking popularity of the ‘Kolaveri’ song just by a simple upload on YouTube, it is also marked one of India’s first super successful viral marketing campaign. People still don’t seem to get enough of this song in spite of its lyrics making no sense. The exceptional success of ‘kolaveri di’ is now being discussed in marketing sessions at leading management institutes. Professors feel the song is a perfect example of viral marketing which has created a huge difference in the world of publicity. Yeah...that's a well known fact now!!

6. E-MAIL MARKETING

E-mail marketing is a cost effective solution and a direct marketing of a commercial message to a group of people(current and potential customers) through electronic mail.

7. MOBILE MARKETING

Mobile being the fastest growing sector in India, advertising on mobile is becoming an acceptable model.

8. BLUETOOTH MARKETING

A very new form of advertising, Bluetooth advertising is a method of mobile marketing that utilizes Bluetooth technology to deliver content such as message, information or advertising to mobile devices. Bluetooth advertising is a permission based advertising, which means when a mobile device has received a Bluetooth message, the recipient has the choice to accept or decline the msg. The average range of Bluetooth advertising is 15-40 meters for most Bluetooth enabled devices, although with advances in technology, this distance is increasing to reach 250 meters or more in smart phones, tablet computers etc. 

9. SOCIAL MEDIA MARKETING

I don’t have to say much. SMM has already created a lot of buzz in the world. The most effective and popular form of marketing which every business in almost every industry is now adopting with great interest is Social Media marketing. SMM is marketing of products and services on social platform or the social networking sites.

10. SOCIAL/ SOCIETAL MARKETING

Marketing campaign which addresses any social issue,i.e., for the society’s well being is Social marketing.

Ad message – SMOKING KILLS

Ad message – STOP AIDS

11. GREEN MARKETING

Marketing of products that are presumed to be environment friendly.

12. OUTDOOR MARKETING

Can I call it Bus marketing?? Well, I am not pretty sure. ;) :P

Minimum usage of content or the copy and brilliant visuals which themselves convey the message.  'CREATIVITY AT ITS BEST' is what I can call it! Some more of my favorite creative ad picks from adsoftheworld.com

 Ikea Furnitures

"Harry's bread. Nice and Soft."

"Save Trees. Trees save."

 "Thank God the zoom was invented..."

One of the best, by Seagram, that asks drivers to choose carefully between the two things.

Did these pictures quite catch your attention?? You can find a lot of other interesting ones at this website hongkiat.com. Think Out of the Box and be creative!!! :)

CREATIVE ADVERTISING – PART 1

Advertising has always been my favourite subject and when its “creative advertising” , it never fails to catch my attention and special interest. 
Advertising is a big business and ranks among the top industries of the world along with oil, auto, information technology and agriculture. In India, the last decade has witnessed a phenomenal growth in advertising business. Today I see a lot of creativity in advertisements, rather so much competition among brands and ads are no more “me too” type of messages. Today is the era of “BATTLE OF BRANDS” in every form of advertising – printed, non-printed and digital.
Through this post of mine, I would like to take you all through the types of  advertising and various message appeals used in advertising.

CONTEMPORARY ADVERTISING

It was during 1950’s that television emerged as one of the most spectacular development in the history of advertising. Creativity in advertising was almost non-existent till 1950’s and it was large corporations like coco-cola who introduced the unique type of intelligence and class to advertising. As  we can see in the above ad picture , how Hollywood personalities like Marilyn Monroe and Elvis Presley are used to depict the classic taste of the drink.

COMPARATIVE  ADVERTISING :

 


Comparative advertising – the practice of naming, either directly or indirectly, the competitors in the ad and comparing one or more specific attributes.

VARIOUS TYPES OF APPEALS IN ADVERTISING:

1. REFUTATIONAL APPEAL

The advertiser first presents both strong and weak points about the product or service and then refutes the views concerning the weaknesses. The ads are aimed at building resistance in the consumers mind against competitor attacks or criticism; and against existing negative beliefs of consumers. 

2. EMOTIONAL APPEAL

Emotional /transformational appeals are used to evoke positive feelings that may get transferred to the brand. Research supports the belief that the commercials which generate a positive mood among the audience are better remembered.

3. RATIONAL APPEAL

Rational/informational appeals are usually informative and attempt to convince consumers about the suitability of the advertised product or service to satisfy their needs.

 Its sub-categories are as follows; 

• FEATURE APPEAL 

• FAVOURABLE PRICE APPEAL

• NEWS APPEAL

• POPULARITY APPEAL

4. SEX APPEAL

There are very few appeals in advertising that can probably equal the attention- arresting magic of sex appeals. Many psychologists are of the opinion that proper manipulation of sex appeals can trigger subconscious human desires that result in the purchase of products or services.

But the advertisers should remember that if the sex appeal has no relevance to the advertised product, it completely fails in creating any persuasive impression on the target audience.

The response  of men and women are totally different towards sex appeals in advertising. The perceptions of men, for example, about sexiness of an ad depend on the degree of nudity shown. However, the romantic content in the ad is the primary determinant of sexiness for women.

5. FEAR APPEAL

Advertisers use fear appeals to evoke desired response and motivate audience to take steps to remove the threat. Toothpaste, helmets, anti-dandruff shampoos, water filters, life insurance and a large number of other products use explicit or implicit fear appeals.

                                         


6. HUMOUR APPEAL
Humour attracts attention and can help increase ad message retention. Humour is always used to create pleasant mood and enhance audience attitude towards the brand.

7. EGO APPEAL

Advertising message addressing the ego needs.