ISSUES OF ADVERTISING

THE GURUS OPINION

Never write an advertisement which you wouldn't want your family to read.  You wouldn't tell lies to your own wife.  Don't tell them to mine.  ~David Ogilvy

History will see advertising "as one of the real evil things of our time.  It is stimulating people constantly to want things, want this, want that."  ~Malcolm Muggeridge.

We want the consumers to say “that is a hell of a product” instead of “that is an hell of an ad” Leo Burnett

DEFINITION

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action.

It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.

Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries

ADVERTISING IN PAKISTAN

Highly fragmented media world From just two television channels (PTV/STN)

& one radio channel to myriads of television (satellite and cable) and radio channels, not to forget the numerous digital communication methods available.

Opportunities as well as challenges for the marketers

 CHANGING FACE OF ADVERTISING

Changing consumers Advertising Agencies Advertising content-relevance, simplicity and

unexpectedness? Emerging vs. Traditional media

INFORMED CONSUMERS Consumers are not morons Posters of hot beverages targeted towards

middle class in Pakistan dominated by a husband and wife in early twenties with two kids in late teens ?

TVC’s, furniture looks almost identical with every one laughing at a very typical joke

TVC’s for telecom sector pattern is similar

Respect customers intelligence. Varied sources of information. Consumers have become smarter and more

discerning. More price/ value conscious. Understand what consumers are thinking and

where they are heading. Consumers have the knowledge, power and

authority to challenge the present advertising.

MORE CHOICES

Plethora of brands easily available Marketers have to come up with the right

product mix for the target market

MILLENNIAL'S /ALPHA TEENS: 

The sharp, smart and techno savvy consumer which makes up more than fifty percent of our market obviously presents an enormous opportunity for the marketer

Marketing to Kids Marketing through Kids

GEN MARK

Kid marketing in Pakistan is mostly superficial, the marketers confining themselves to just pester power.

On the international stage, there has been tremendous research in this arena. Those researchers are focusing on mother-child relationship, how the mother seeks the opinion of her offspring for her choice of perfume to how she looks.

Pakistani marketers have gone nowhere. They don’t have the guts to promote durables on cartoon network when it has been proven that kids have a large say in major buying decisions.

Indian research has shown that kids influence even car-buying decision from the color right down to the make of the car.

Even travel decisions are influenced heavily by kids

The new segment is Tweens 3-12 The real power of the kids’ influence has

been realized by brands like Safeguard and Lifebuoy so much so that they have changed their brand positioning by 180%.

Forced Lifebuoy to change its 30 year old positioning.

SHOPPING SMARTER The new consumer mantra is "look, stop and

listen" before buying. People's habits have been modified in terms

of both frequency and quantity of purchases. The challenge here for the advertisers is to

create a fine balance between the emotional and rational elements that they use in advertising in order to get the right level of consumer response.

WHAT DO MARKETERS NEED TO DO Research Insights Getting the audience to respond

through advertising

ADVERTISING AGENCIES Lack of professional management Attracting and retaining the top talent Training and development by holding

seminars, workshops, discussion forums

Greater flexibility and speed requirement

Agencies need to change their mind sets.

Obdurate clients

 

ADVERTISING CONTENT 

Creativity in Advertising foreign ads are better than Pakistani Handful of ads that are creative and original Nandos “peri-peri chicken”

  DEARTH OF BIG IDEA!

The best modern campaigns have at their heart one simple big idea based on a truth about the brand, an idea that can be articulated in a whole host of different ways across media and geography, against different product needs, internally and externally.

Surf Excel “Dirt is good” Brite’s “ Daagh to challa jai ga”. Can you think of other such campaigns

BREAKING THROUGH THE CLUTTER

In the year 2000 the Pakistani consumers used to be exposed to 2500 spots daily. In the year 2010 the number of spots the consumers is exposed to daily has gone up to 25,000.

More information (CLUTTER) =more confusion= lesser retention=lesser chances of getting into the consideration set= HARD times for the marketers!

HOW TO OVERCOME CLUTTER PROBLEM Develop clutter cutting ads Branded contents:Hero bannay ki Tarang, Fair

and lovely Kismet kay Sitaray, Rexona Date with Fate, LG Awaz Banai Star, Mountain Dew survivor campaign, Nesvita Woman of Strength , Ariel Maa……

BTL Nokia connecting with youth Product placement: coke studio Some conventional marketing

techniques :human skin, Graffiti, reverse graffiti, branding trees, parking lots etc

Use of PR

ENDORSEMENTS

Celebrities endorsement important to create a hype about the brand

In Pakistan each celebrity appears in dozens of brand

Thus a failure to create a genuine affinity with a brand

Challenge is to create a link between the celebrity and the brand

http://www.youtube.com/watch?v=rW6_UverxZM

ADVERTISING WEAR OUT

The right number of spots Role of media planning and buying agencies Use of cosmetic and substantive variation in

ads

ETHICS IN ADVERTISING

Advertising to kids Obesity Emotional well being Financial self-control Impact on behavior  Stealth marketing

DECEPTIVE ADVERTISING

Up to 75% off Photo size No hidden charges False labeling and illustrations Fillers and oversized packaging False claims

THE APPROPRIATE MEDIUM

30 second spot loosing its charm because there's too much clutter creativity “sucks consumers are a lot smarter unacceptable levels of wastage, resulting in a

lack of ROI and overall accountability.o Are Pakistani marketers effectively using

other mediums such as Radio, face book , Skype and other on line resources?

ADVERTISING TRENDS 2010

Media spend Major spenders A new mindset Move into emerging media