Monday, August 18, 2008

New age advertising

Print advertising, TVCs and now, the web. Advertising has been exploiting avenue after avenue to surge ahead and influence consumers’’ mindsets on a very large scale. Today, advertising on the internet is catching up like a wild fire. The reach is global and the costs are much lesser. It is true that the reach of internet is not as widespread as the reach of print but it is growing rapidly. However, for every creative person in this business, print is probably the most exciting and challenging medium but the fact is that it is a still medium where a person’s vision is limited to a motionless graphic. Television and internet on the other hand can show much more. Internet has an even bigger advantage because it is far more interactive than the good old television. Besides there are a zillion blogs like this which dedicate themselves entirely to advertise and create communities of consumers, which obviously gives every consumer a feeling of fraternity and hence impacts the brand to a significant extent.
From viral campaigns to brand related games, there is everything to hold a consumer’s interest and propel him or her towards the brand for the desired effect. The latest example of this from Indian advertising is the viral cum game for Center Fresh, a bubble gum. Though legends like Ogilvy, Bernbach and Leo Burnett will always adorn the hall of fame of advertising but the truth is, the business is not that simple any more. Numerous possibilities have opened up. Talking about possibilities, outdoor advertising is another form of advertising that has found new meaning in the recent years. More than creativity, advertising is now a game of innovation and finding new media.
There is not a single aspect of a person’s life that has not been touched by this business and the influence just keeps growing. Radio is another medium that is entering the world of advertising in a big way. Standard painted billboards have been replaced by LEDs and from bus shelters to roads to mammoth building, nothing has escaped the “Brand Invasion”. Question is, is it good or bad? The answer is simple. Looking at the bigger picture, it is definitely good because it gives the brands a bigger chance to expand and creates an inspirational value that is unmatched. Though yes, looking at it with a magnifying glass, there are certain short-lived difficulties on the way. Like pressure to innovate increases manifold and properties that are hired for advertising might be a nuisance to people until they get used to it. However, I guess, we should always look at the bigger picture and enjoy the expansion and intrusion of this business into our lives.
Adios.

7 comments:

My space :) said...

A good insight but i found it a lil boring.. :)

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