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How brand promotion through OOH media is sans any barrier?

2013-02-18T07:58:00.000-08:00

Through an outdoor advertising campaign the brand communication focuses on marketing or spreading awareness to consumers when they are ‘on the go’- in public places, shopping malls, airports, metro stations etc. Outdoor Advertising formats are of various categories such as billboard ads, mall ads, airport ads, metro ads, street furniture, transit ads etc. In today’s blog, let us have an idea how brand promotion through OOH media is sans any barrier.

Outdoor ads are seen by all and sundry- It is true that an outdoor ad display appeals to everyone irrespective of any target group. There are no viewership barriers through an outdoor advertising display. It is obvious why outdoor advertising in India is one of the top-mediums of brand promotion. The increase in ad-spend for OOH advertising also clearly insinuates how this medium is becoming more and more effective.

Communicating to customers who are ‘on the go’- Outdoor ads provide useful brand information to those customers or prospects who commute on the roads, at the airport, at the shopping malls, metro stations etc. Providing good brand recall to these target customers, outdoor ad displays work wonders as one of the effective marketing tools. Whats more, the brand message provided through OOH media is without any barrier. That means anyone or everyone can go through the brand message.

OOH media keeps your company or brand in front of decision makers- Communicating the brand message to customers when they are ready to take decisions- this is exactly how an OOH ad display keeps one’s company or brand in front of decision makers. The brand message is also unavoidable. Customers anyways go through the ad display. Providing high reach, recall and retention to customers, an OOH Advertising media is indeed an advertising media sans any barrier. Also, with digital technology, OOH Advertising practices are way to go.

Whats the role of an ad network in brand advertising?

2013-02-18T07:51:00.000-08:00

Commonly known as ad network, an advertising network is an online or web platform where advertisers connect to prospects. An ad network is also a common platform where brand advertisers meet, interact and share valuable advertising ideas. Infact, the key function of an advertising network is to aggregate the ad space supply from publishers and match it with advertiser’s demand. The digital presence of a brand is obligatory in today’s marketing norms. Hence, every advertiser or brand owner needs to be a part of an ad network to play the lead role in the prevailing competition in the market place. So, the final question is what is the role of an ad network in brand advertising in India? Do advertisers benefit from an ad network? Does an ad network provide enough scope for advertisers to interact on a single platform? The following paragraphs will acknowledge some points that are replies to these questions.

Advertising networks are usually involved in selling spaces for various online ads to appear on various websites. This web advertising inventory comes in various formats that include space on websites, on blogs, in RSS feeds, instant messaging applications, e-mails etc. Brand owners who plan to promote their brands through any of the mentioned inventories can contact the ad network, provide the brief. The ad network will accordingly provide the brand owners various options for advertisers. It is the brand owner’s choice to select or choose an advertiser of his choice and launch his promotion campaign.

A particular advertising network also serves advertisements from its server that responds to a site once a page is called. This benefits the advertiser who places his ad on a particular site. Providing advertisers and brand owners a common platform to meet, interact and to provide promotional requirements of a brand, an ad network plays an important role in over all brand advertising.

How to create a fantastic value for your brand through OOH advertising?

2012-03-03T07:38:00.003-08:00

Re-creating a magical experience of your brand amongst prospects needs a particular medium or mediums that will come to their easy notice. The message of your brand should also be delivered in a posh manner. Modern consumers are very choosy. Hence, communicating with them requires exceptional skills and practices of brand advertising. Amongst all the modes of brand advertising, Outdoor Advertising media is considered a posh as well as exclusive media to connect with target costumers. The reach and impact of OOH Advertising practices have been pretty good so far. Also with perfected as well as added tools of promotion, outdoor advertising rules the roost amongst the advertising mediums at present.

Airport Advertising, Metro Advertising, Mall Advertising, Transit advertising- all these create a fantastic value for your brand amongst target customers. How? The following paragraphs shall acknowledge some observed points how OOH Advertising practices create a fantastic value for your brand amongst target groups.

Outdoor Ads talk about exclusivity- Be it a billboard ad or an ad display through digital signage, an OOH Ad talks about exclusivity. The brand is presented in a posh manner appealing to the visual sense of customers. Also with a creative input, an outdoor ad display sure knows the trick to trap customers’ passing attention within the flick of a finger.

Outdoor Advertising presents your brand in a happening manner- What matters in brand promotion is to present a happening image of your brand amongst customers. Outdoor Advertising practices fulfill this criterion as well. Any brand message presented through OOH media provides a happening look or impression about the brand, probes into customers’ mind and creates a life-like situation- all the while engaging their sought attention. Such is the impact of outdoor advertising. Hence, for those brand owners who want to create a fantastic value for their brands amongst customers, OOH Advertising is one of the best means to do so.

Rules of advertising are meant to be revised!

2012-03-03T07:34:00.001-08:00

Innovation and invention both play key roles in today’s marketing world. Be it an advertising idea, be it a tool, be it a technique- innovation is always a key ingredient to launch a unique promotion campaign. The best innovation speaks volume about the quality of the brand, its features or benefits. As a result of which every ad message needs to be a work of innovation. Advertising as a marketing tool maintains no particular rules. If at all, there are some rules of brand advertising, which are meant to be revised from time to time as per the changing norms of time and situation and as per the sought innovation in the brand message.

Television Advertising, Radio Advertising, Print Advertising, Outdoor Advertising- all these advertising modes have also been revised and renovated. Brand promotion in today’s world is quite evolved from conventional modes or practices. Compare the vintage commercials with today’s commercial. One will observe that modern advertising practices, norms or rules are much revised, renovated all the way offering a rich impression of the brand. Old is gold, new is diamond. In a nutshell, improved methods of brand advertising are more of a ‘cream of the crop’ advantage for brand owners to create a rich and lasting impression about their products.

Modern Advertising is exuberant that doesn’t mean vintage promotional modes were not. The changing scenarios of brand marketing require new and evolved means and measures of advertising to communicate with target customers. Advertisers meanwhile play with innovative and invention of new ideas, modes, practices to promote brands. The only difference between vintage commercials and modern ads is that while the former evokes nostalgia, the latter envisages us to happening trends. Everything under the sun is liable to change, so are advertising means, measures, methods etc. Amongst all the changes, rules of advertising are even meant to be revised.

Is OOH Advertising more about quality and not cost?

2012-03-03T07:18:00.002-08:00

How the impression of the brand is created on customers’ minds is one of the significant objectives of an outdoor advertising campaign. This impression plays a major role while influencing the overall buying behavior of customers. Any OOH Advertising campaign is meant to instill a unique impression about the brand all in a qualitative manner. Hence, it is not ambiguous to quote that OOH advertising is more about quality and not cost. Why? The following points support the very viewpoint.

Quality always matters over quantity & cost- Be it airport advertising or mall advertising, a qualitative impression about the brand is what matters. Customers who go through the particular ad display should feel ‘wow’ about the product. In order to create that ‘wow’ effect, advertisers should present the brand as something posh and exclusive. Advertising tools particularly play an important role while presenting the brand message. Presenting the brand message through interactive media excites customers’ attention and keeps them glued to the brand message.

Enhance POP on customers’ mind- There should be something different about your brand from your competitors’. This difference should be clearly visible through your brand message. It doesn’t mean you should bash the impression of your competitor brand by countering their brand message. Stick to originality, present something new to your customers. Be it design or the ad language, play with creativity. Ensure that your ad display provides POP on customers’ mind then and there.

Money talks but not always- In any advertising activity budget plays a main role. A brand owner who can afford a fat budget for his ad campaign has more chances of launching a successful ad campaign. However, it is also true that money talks but not always. Even with a fat budget, it is not assured that the advertiser will gain the desired impact from customers. The ad message should encompass the right approach, tactic and should be launched through the right channel.

Does location play a role while deploying an advertising campaign?

2012-03-03T07:13:00.002-08:00

Product Advertising is an important and mandatory marketing tool. Every business owner advertises his business activities to target groups. Be it a product or service business, advertising plays a key-role while creating an impression about the product or service on customers. There are various tools, forms and techniques of product advertising. Advertisers conduct market surveys and plan the campaign accordingly.

Customers have different buying habits. Sometimes, the location or place also accounts as one factor for the buying behaviour of customers. People who stay in the same community or locality have similar buying habits. A community-targeted advertising campaign should ensure that the particular target group equally or averagely responses to the particular promotion campaign.

Location indeed plays one of the major roles while deploying an advertising campaign. How the people of the locality think, whats their lifestyle, what is their spending capacity etc- all these can help advertisers frame the right ad message that will strike their attention and simultaneously provide a rich impact about the brand. In order to make customers fond of the product, the advertiser has to present the brand message in an appealing manner. The brand message should provide a sense of belongingness or concern. For example, an ad message that talks to a particular locality mentioning the name of the community or locality in the ad message creates a sense of concern to those people who reside in the community. And chances are, these target customers would definitely adopt the product out of that concerned feeling. Through any advertising campaign, what is important is to develop a bond between brands and customers. This bond should be strong enough to persuade the later to adopt the product. Advertisers can try out various techniques and tools to win customers’ favour. Lo and behold! A blend of the right technique, tactic and advertising tool provides a rich, lasting and effective impact on customers.

Reasons behind the growing popularity of Outdoor Advertising practices!

2012-03-03T07:08:00.001-08:00

Outdoor Advertising or out of home advertising is commonly known as OOH Advertising at present. OOH Advertising is actually an acronym of out of home advertising. Airport Advertising, Mall Advertising, DMRC Advertising or any promotion practice of a brand that is accessible through outdoor media comes under outdoor advertising avenues. The growing popularity of outdoor advertising channels provides a clear testimony about how this advertising mode has won accolade as one of the age-old yet effective channels of brand promotion. The following paragraphs will throw some more light about some reasons behind the growing popularity of outdoor advertising practices.

Outdoor Advertising is the most cost-effective mode of advertising so far. Brand owners consider it a smart choice to invest in OOH media. What catches your attention would also catch others. This is what an OOH Ad implies to advertisers. One of the striking features about an OOH Advertising campaign is its creative input. Outdoor Advertisers ensure that they launch any product campaign with a rich creative input. Be it a billboard ad or a poster ad display, creativity plays a key role while launching a promotion campaign of a product.

Secondly, outdoor advertising ensures that your brand message is not a ‘hit and miss’ as other forms of print, radio or television advertising. Customers who move out of home on daily basis do not miss your brand message. For example, a billboard ad that is displayed near the traffic area hits the eyeballs of passers-by (s) who commute via that route every day. If the brand message is interesting, customers carry home the same and later consider whether to buy the product or not. Every outdoor ad provides good brand recall value to customers. Hence, OOH advertising is a wise investment for every brand owner who expects a boost in their business activities.

How advertising enhances brand awareness amongst customers?

2012-03-03T07:02:00.001-08:00

One of the broadcast mediums of advertising is television media. Television Advertising is one of the most popular means of brand promotion. For years, television ads have been informing as well as entertaining target customers thereby providing valuable brand knowledge. The best part about television commercials is that they provide audio-visual impact on target audiences. Presenting the brand message through television channels provides a rich impact on customers as they can easily grasp the objective of the ad campaign.

Radio Advertising or brand promotion through radio channel is one of the common channels of advertising. Radio Ads are cost effective and can target massive numbers of customers at large. The increasing numbers of FM channels provide brand owners rich opportunity to advertise their brands through various radio channels.

Print Advertising or brand promotion through print media such as newspaper, pamphlets, brochures, leaflets etc is one of the popular means of advertising. The impact of print advertising is still rich in today’s hi-tech world. Various brand owners prefer to launch an ad campaign through print media.

Last but not the least, one of the most in-demand modes of advertising at present is mobile & internet media. Also acknowledged as the future medium of brand promotion, mobile & internet media is the new-age advertising mode to provide effective brand communication to customers. Providing customized brand message to target customers, mobile & internet media truly rocks at present as a contemporary advertising media.

How brand promotion through OOH media is sans any barrier?

2011-09-11T23:40:00.000-07:00

Through an outdoor advertising campaign the brand communication focuses on marketing or spreading awareness to consumers when they are ‘on the go’- in public places, shopping malls, airports, metro stations etc. Outdoor Advertising formats are of various categories such as billboard ads, mall ads, airport ads, metro ads, street furniture, transit ads etc. In today’s blog, let us have an idea how brand promotion through OOH media is sans any barrier.
Outdoor ads are seen by all and sundry- It is true that an outdoor ad display appeals to everyone irrespective of any target group. There are no viewership barriers through an outdoor advertising display. It is obvious why outdoor advertising in India is one of the top-mediums of brand promotion. The increase in ad-spend for OOH advertising also clearly insinuates how this medium is becoming more and more effective.

Communicating to customers who are ‘on the go’- Outdoor ads provide useful brand information to those customers or prospects who commute on the roads, at the airport, at the shopping malls, metro stations etc. Providing good brand recall to these target customers, outdoor ad displays work wonders as one of the effective marketing tools. Whats more, the brand message provided through OOH media is without any barrier. That means anyone or everyone can go through the brand message.

OOH media keeps your company or brand in front of decision makers- Communicating the brand message to customers when they are ready to take decisions- this is exactly how an OOH ad display keeps one’s company or brand in front of decision makers. The brand message is also unavoidable. Customers anyways go through the ad display. Providing high reach, recall and retention to customers, an OOH Advertising media is indeed an advertising media sans any barrier. Also, with digital technology, OOH Advertising practices are way to go.

Whats the role of an ad network in brand advertising?

2011-09-11T23:34:00.000-07:00

Commonly known as ad network, an advertising network is an online or web platform where advertisers connect to prospects. An ad network is also a common platform where brand advertisers meet, interact and share valuable advertising ideas. Infact, the key function of an advertising network is to aggregate the ad space supply from publishers and match it with advertiser’s demand. The digital presence of a brand is obligatory in today’s marketing norms. Hence, every advertiser or brand owner needs to be a part of an ad network to play the lead role in the prevailing competition in the market place. So, the final question is what is the role of an ad network in brand advertising in India? Do advertisers benefit from an ad network? Does an ad network provide enough scope for advertisers to interact on a single platform? The following paragraphs will acknowledge some points that are replies to these questions.
Advertising networks are usually involved in selling spaces for various online ads to appear on various websites. This web advertising inventory comes in various formats that include space on websites, on blogs, in RSS feeds, instant messaging applications, e-mails etc. Brand owners who plan to promote their brands through any of the mentioned inventories can contact the ad network, provide the brief. The ad network will accordingly provide the brand owners various options for advertisers. It is the brand owner’s choice to select or choose an advertiser of his choice and launch his promotion campaign.

A particular advertising network also serves advertisements from its server that responds to a site once a page is called. This benefits the advertiser who places his ad on a particular site. Providing advertisers and brand owners a common platform to meet, interact and to provide promotional requirements of a brand, an ad network plays an important role in over all brand advertising.

Let your customers fall in love with your brand through outdoor media!

2011-09-11T23:17:00.000-07:00

Out of home advertising is one of the effective modes to let your customers fall in love with your brand when they move out of home to hang out, shop, dine or watch movies with friends and families. Today’s blog will throw some light upon how outdoor advertising is a beneficial advertising mode for brand advertisers.

Outdoor Advertising is one of the oldest modes of brand promotion, yet one of the most effective mediums to reach out to target customers. One of the best advantages of outdoor advertising is that it provides an exuberant brand experience to target customers. OOH ads also cater to provide brand communication to the target audiences in the most engaging manner. Technological innovations have so far brought a huge revolution in OOH Advertising practices. Bus advertising, metro advertising, mall advertising, billboard advertising, airport advertising all these outdoor advertising avenues have gone through complete transformation.

Though an old-fashioned mode of brand promotion, out of home advertising provides limitless choice to advertisers regardless of target groups, location or timeline. The brand message is presented to customers in a flamboyant manner with colourful pictures and catchy messages. Another added advantage of OOH Advertising is that it helps in differentiating large corporate stores from their logos, colours, signs or designs. Any OOH ad cannot guarantee sales. However, an OOH ad display has the potential to attract maximum number of target customers who are out of home for various purposes.

One of the popular avenues of OOH Advertising is mall advertising. The growing tide of mall culture in India provides advertisers brand new opportunities to advertise their brands at the various shopping malls. Especially in metropolitan cities, mall advertising is emerging as one of the most effective modes of outdoor advertising. Mall Ads enhance the overall shopping as well as outing experience of those prospects who visit the malls to shop, dine, eat, watch movies or to enjoy their leisure hours. Sometimes, the mall ad displays become a good source for directing customers to particular stores.

Does brand advertising need to be ethical?

2011-09-11T23:11:00.000-07:00

Advertising is a necessary tool of brand marketing. Every brand owner advertises his brand. Advertising enhances competition amongst brand owners. However, any advertising activity should be ethical in nature, theme, idea or presentation of the overall brand message. In today’s blog, let us have a look at why brand advertising needs to be ethical.

Reality always bites. However, in brand advertising, it is a norm rather a sustained notion that the brand communication should be presented as a half baked truth especially when it comes to proving one’s brand that it is better than his competitors’. Overshadowing the image of other brands through the brand message is a must avoid for every advertiser. Brand advertising needs to be ethical if at all the advertiser wants to build a positive image of his brand amongst the prospects. Competition is no doubt important and also required. However, for the sake of competition, it is unethical to overshadow other brands through witty remarks or ambiguous connotations about competing brands.

Infact, every advertiser considers his brand the best of all. The advertising message is provided in such a way that customers also find the particular brand the best of all existing brands in the market. But it doesn’t mean the advertiser should talk ill about other brands. The brand message should be reinforced in such a way that customers find it different, unique and interesting. It is not necessary to compare and contrast other brand’s features with one’s brand.

It is again unethical to copy other’s idea or theme of advertising. Countering or reacting to already present brand information should also be avoided. There isn’t any dearth of ideas. Advertisers should sharpen their ad skills from time to time and frame brand messages through brand new ways and approaches. After all, it’s a must to leave an impression of your brand the creative and ethical way.

Is OOH Advertising more about quality and not cost?

2011-08-22T22:04:00.000-07:00

How the impression of the brand is created on customers’ minds is one of the significant objectives of an outdoor advertising campaign. This impression plays a major role while influencing the overall buying behavior of customers. Any OOH Advertising campaign is meant to instill a unique impression about the brand all in a qualitative manner. Hence, it is not ambiguous to quote that OOH advertising is more about quality and not cost. Why? The following points support the very viewpoint.

Quality always matters over quantity & cost
Be it airport advertising or mall advertising, a qualitative impression about the brand is what matters. Customers who go through the particular ad display should feel ‘wow’ about the product. In order to create that ‘wow’ effect, advertisers should present the brand as something posh and exclusive. Advertising tools particularly play an important role while presenting the brand message. Presenting the brand message through interactive media excites customers’ attention and keeps them glued to the brand message.

Enhance POP on customers’ mind
There should be something different about your brand from your competitors’. This difference should be clearly visible through your brand message. It doesn’t mean you should bash the impression of your competitor brand by countering their brand message. Stick to originality, present something new to your customers. Be it design or the ad language, play with creativity. Ensure that your ad display provides POP on customers’ mind then and there.

Money talks but not always
In any advertising activity budget plays a main role. A brand owner who can afford a fat budget for his ad campaign has more chances of launching a successful ad campaign. However, it is also true that money talks but not always. Even with a fat budget, it is not assured that the advertiser will gain the desired impact from customers. The ad message should encompass the right approach, tactic and should be launched through the right channel.

Does location play a role while deploying an advertising campaign?

2011-08-22T22:00:00.000-07:00

Product Advertising is an important and mandatory marketing tool. Every business owner advertises his business activities to target groups. Be it a product or service business, advertising plays a key-role while creating an impression about the product or service on customers. There are various tools, forms and techniques of product advertising. Advertisers conduct market surveys and plan the campaign accordingly.
Customers have different buying habits. Sometimes, the location or place also accounts as one factor for the buying behaviour of customers. People who stay in the same community or locality have similar buying habits. A community-targeted advertising campaign should ensure that the particular target group equally or averagely responses to the particular promotion campaign.

Location indeed plays one of the major roles while deploying an advertising campaign. How the people of the locality think, whats their lifestyle, what is their spending capacity etc- all these can help advertisers frame the right ad message that will strike their attention and simultaneously provide a rich impact about the brand. In order to make customers fond of the product, the advertiser has to present the brand message in an appealing manner. The brand message should provide a sense of belongingness or concern. For example, an ad message that talks to a particular locality mentioning the name of the community or locality in the ad message creates a sense of concern to those people who reside in the community. And chances are, these target customers would definitely adopt the product out of that concerned feeling.

Through any advertising campaign, what is important is to develop a bond between brands and customers. This bond should be strong enough to persuade the later to adopt the product. Advertisers can try out various techniques and tools to win customers’ favour. Lo and behold! A blend of the right technique, tactic and advertising tool provides a rich, lasting and effective impact on customers.

Reasons behind the growing popularity of Outdoor Advertising practices!

2011-08-22T21:55:00.000-07:00

Outdoor Advertising or out of home advertising is commonly known as OOH Advertising at present. OOH Advertising is actually an acronym of out of home advertising. Airport Advertising, Mall Advertising, DMRC Advertising or any promotion practice of a brand that is accessible through outdoor media comes under outdoor advertising avenues. The growing popularity of outdoor advertising channels provides a clear testimony about how this advertising mode has won accolade as one of the age-old yet effective channels of brand promotion. The following paragraphs will throw some more light about some reasons behind the growing popularity of outdoor advertising practices.
Outdoor Advertising is the most cost-effective mode of advertising so far. Brand owners consider it a smart choice to invest in OOH media. What catches your attention would also catch others. This is what an OOH Ad implies to advertisers. One of the striking features about an OOH Advertising campaign is its creative input. Outdoor Advertisers ensure that they launch any product campaign with a rich creative input. Be it a billboard ad or a poster ad display, creativity plays a key role while launching a promotion campaign of a product.

Secondly, outdoor advertising ensures that your brand message is not a ‘hit and miss’ as other forms of print, radio or television advertising. Customers who move out of home on daily basis do not miss your brand message. For example, a billboard ad that is displayed near the traffic area hits the eyeballs of passers-by (s) who commute via that route every day. If the brand message is interesting, customers carry home the same and later consider whether to buy the product or not. Every outdoor ad provides good brand recall value to customers. Hence, OOH advertising is a wise investment for every brand owner who expects a boost in their business activities.

How advertising enhances brand awareness amongst customers?

2011-08-22T21:52:00.000-07:00

To advertise a brand means to popularise its image amongst target group and generate awareness about its features and associated benefits. Advertising is a significant tool of marketing used by brand owners to boost their brand businesses. Brand owners can advertise their brands through a particular advertising channel or through multiple channels of advertising. In today’s blog, let us have a look at some channels of advertising commonly adopted by advertisers.

One of the broadcast mediums of advertising is television media. Television Advertising is one of the most popular means of brand promotion. For years, television ads have been informing as well as entertaining target customers thereby providing valuable brand knowledge. The best part about television commercials is that they provide audio-visual impact on target audiences. Presenting the brand message through television channels provides a rich impact on customers as they can easily grasp the objective of the ad campaign.

Radio Advertising or brand promotion through radio channel is one of the common channels of advertising. Radio Ads are cost effective and can target massive numbers of customers at large. The increasing numbers of FM channels provide brand owners rich opportunity to advertise their brands through various radio channels.

Print Advertising or brand promotion through print media such as newspaper, pamphlets, brochures, leaflets etc is one of the popular means of advertising. The impact of print advertising is still rich in today’s hi-tech world. Various brand owners prefer to launch an ad campaign through print media.

Last but not the least, one of the most in-demand modes of advertising at present is mobile & internet media. Also acknowledged as the future medium of brand promotion, mobile & internet media is the new-age advertising mode to provide effective brand communication to customers. Providing customized brand message to target customers, mobile & internet media truly rocks at present as a contemporary advertising media.

Successful schemes of brand advertising!

2011-08-16T12:31:00.000-07:00

Advertising assures brand owners that their products or services are remembered by customers time and time again. In order to position the image of the brand or to generate awareness about the brand, advertising is the significant tool used by every brand owner. In today’s blog, let us find out some successful schemes of brand advertising extensively adopted and implemented by advertisers.

Advertise with positivity
The brand message should always be positive. Customers who go through the brand message should enjoy reading the details of the advert. Even if those customers are not interested to buy or adopt the product, they will share the brand message with their peer groups and hence generate awareness about the brand. Positivity should hence be a primary asset for each and every brand communication.

Present your brand as something exclusive
Anything that seems or looks exclusive easily attracts anyone’s attention. So, it is a must to present your brand as something exclusive while presenting it to target customers. Even if you are advertising your brand for the 100th time, you should ensure that customers find something ‘new and interesting’ about it so that their attention keeps glued to the brand message.

Choose relevant media
Television Advertising, Radio Advertising, Outdoor Advertising, Print Advertising- these are some common means of brand promotion widely adopted by brand owners. The advertiser should know which media channel to be used for which promotion campaign. A brief market survey is however required to find out which will be the most effective medium to communicate with target customers.

Launch the campaign at the right time
A right brand message should be conveyed at the right time. For example, if its festive season, the brand message should focus on the festive spirit of customers and let them have an impression that the brand is celebrating the festival with them. Such tactic most often works especially for festive ads. Customers infact become fond of those brands that convey celebration messages for the ongoing or upcoming festival.

Advertising in Mumbai, the bustling Indian city!

2011-08-16T12:27:00.000-07:00

Mumbai, popularly known as the city of dreams is also the commercial hub of India. Formerly, known as Bombay, the city is enlisted amongst the world class cities around the world. Mumbai is one of the most happening places as well as the most populous city in India. Also the entertainment capital of India, the city is associated with the evolution of Film Industry in India. The presence of Bollywood (film city) and of various business headquarters in the city as also the exotic beaches make Mumbai, one of the favourite destinations in the country.
From advertising’s point of view, Mumbai is associated with the rise and evolution of Indian advertising since its inception period. The presence of film city is yet another factor that has inspired many brand owners to come up with their brand commercials through broadcasting mediums such as television, radio and internet. Today, advertising practices in Mumbai have become a full-fledged business for various advertisers. Mumbai outdoor advertising is also becoming one of the in-demand modes of brand promotion amongst the various brand and media owners. National and international brands make their presence in the city. Key players in OOH industry practice their brand advertising rights in and around the city through multiple avenues of outdoor advertising.

Mumbai airport advertising is a popular avenue of outdoor brand promotion in the city. Emerging brand owners are continuously adopting OOH media to position their brands in the market. The incessant induction of new age technologically sound tools insinuates how popular outdoor advertising practices in the city are. Whether it is advertising in Mumbai or advertising in other Indian cities, technological innovations have brought about a huge change in brand promotion practices at large. ‘Exclusivity’ is what differentiates modern advertising practices from conventional norms and methods. All in all, advertising remains the same old favourite cup of coffee for the various brand and media owners. Way to go!

Why mobile and internet media are becoming popular day by day?

2011-08-16T12:24:00.000-07:00

Internet and mobile media - both are becoming the two most popular mediums of brand advertising. Through a mobile advertising or internet advertising campaign, gaining attention of customers is minutes away. It is not an easy task to hit customers’ attention through an advertising channel. However, internet and mobile media provide effective and perfect reach to customers by providing personalized brand communications in a customized manner.

Two of the most common questions worth a good discussion are ‘why mobile and internet media are becoming popular day by day? Why these two advertising mediums have been acknowledged as the ‘future mediums of brand advertising’?’ The following paragraphs will provide some idea about the benefits of mobile and internet media as two popular modes of brand advertising:

The changing behavioral norm of modern customers accounts for one of the reasons why mobile and internet advertising media are becoming more popular. Today’s customers are street smart. Usually encouraged by a rational motive, modern customers also ensure that they save their time and effort as much as they can. So, they need some different advertising media – not the same old time consuming television or radio media to access information about various brands. Mobile SMS Advertising or banner advertising provides these customers with the exact type of brand information that they seek. What is more advantageous for these customers is that, the brand messages conveyed through these very two advertising media reach them through their personalized mobile phones and internet devices. This not only provides a customised brand message but offer them an exclusive choice to go through the brand message anytime they prefer to do so.

Mobile advertising and internet advertising ensure that customers need not travel anywhere or switch on television or radio to find out any brand information. The brand messages come to them through the most reachable channels without even being asked for. And they have their own choice whether to go through the brand message or to ignore it.

How Airport Advertising practices are becoming popular in Indian cities?

2011-08-16T12:20:00.000-07:00

India is becoming one of the booming markets amongst the Asian countries. Indian Advertising is now at par with global standards. Television Advertising, Radio Advertising, Print Advertising, Outdoor Advertising etc are some commonly practiced modes of brand promotion in India. One of the popular avenues of outdoor advertising is airport advertising,

Brand promotion through airport media has become a latest trend amongst Indian advertisers and media owners. The booming economy of the country coupled with the increased ad spends of customers encourage various OOH Advertisers to promote their brands through multi avenues of outdoor advertising amongst which airport media is one. Airport Advertising is one of the in-demand avenues of outdoor advertising. Airport advertising practices in India are infact becoming more and more popular during the last few years. The advent of rich media technology has provided airport advertisers brand new mediums to advertise their brands at the various airports located in Indian cities.

In this blog, let us have a brief idea about the nature of airport advertising practices at three Indian cities namely- Bangalore, Kolkata & Hyderabad.

Bangalore Airport Advertising Bangalore, also known as the ‘Silicon Valley of India’, is becoming one of the major hubs of outdoor advertising. Bangalore Airport Advertising is one of the widely practiced avenues of OOH Advertising in the city. Various OOH Advertisers practice their advertising rights at Bangalore Airport ensuring their respective brand owners effective promotion solutions for their brands. Airport Advertising in Bangalore is bound to become more popular with various emerging brands making their presence in the city in the very near future.

Kolkata Airport Advertising Kolkata, the erstwhile capital city of India, and a commercial capital city of North eastern part of the country, is one of the major centers of trade and various brand businesses. Airport advertising practices in Kolkata are not a new avenue. Various outdoor advertisers have been practicing their advertising rights in and around the terminals of Kolkata Airport. The future of airport advertising in Kolkata is attractive with various emerging brand owners making their presence in the city.

Hyderabad Airport Advertising Hyderabad, the Sobriquet City of Pearls and the capital city of Andhra Pradesh, is becoming one of the popular hubs of airport advertising in India. Major Airport Advertisers in the country have expanded their brand advertising practices at the city, considering the affluent economical development of this bustling south Indian city. With more and more business opportunities attracting the attention of brand owners in the city, Airport Advertising at Hyderabad is going to be a preferred OOH Avenue for various advertisers. Brand owners who want to expand their advertising expertise at various Indian cities can also make their presence at Hyderabad.

How is advertising an obligatory tool of marketing?

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Advertising provides multiple benefits for advertisers and brand owners. The advertiser has complete control over the brand message that is to be conveyed through the advertising campaign. The advert and the brand message are also meant to be designed by the advertiser as per the specifications of the brand owners. A brand advertisement can focus the message to a huge number of target customers in a single hit and also at a relatively affordable budget. Advertising forms one of the relative elements of the marketing communication mix for various brands. Advertising is indirectly related to sales. The whole ad campaign is infact launched to enhance sales of the product. All in all, an advertiser has the opportunity to communicate with the potential customers through multiple mediums of advertising.

Following is a list of some advertising channels extensively adopted by brand owners and advertisers:

- Television
- Radio
- Print media
- Outdoor Ad Display
- Cinema
- New Media (Mobile phones and Internet)

Advertising is a mandatory tool of brand marketing widely adopted by brand owners and advertisers to gain recognition of their brand’s presence in the market. Every single brand owner advertises his brand through a reachable advertising channel or through multiple mediums of advertising. Advertising has so far covered many milestones as an important tool of marketing. Brand advertisers and marketers have defined two categories of advertising- above the line and below the line. These two categories reflect the historical development of advertising agencies in due course of time and how they charge for their services to the various brand owners. The medium of advertising plays a major role while communicating the brand message to the target groups. Hence, every advertiser should ensure that he is adopting an effective channel of advertising. However, it is necessary to conduct a brief survey about customers’ behaviour in order to select the most reachable and effective channel of brand communication.

How contemporary OOH Advertising is a win-win situation for advertisers?

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Contemporary outdoor advertising is considered as old wine in new bottle. Only the devices have been revamped and renovated but the objective, theme and purpose remain the same. Contemporary and conventional advertising both provides a win-win situation for brand promotion. After all, every object under the sun has its time span. The time span of conventional advertising expired, which marks the onset of contemporary advertising and that’s how the cookies crumble.
In contemporary outdoor advertising, advertisers use the same posters, billboards, hoardings, kiosks etc. which were used in passé outdoor ads but in a modernized way. A burst of creativity and technological induction provide a fresh look for outdoor ads with which advertisers re-discover a brand new technique to advertise their brands. To elaborate few ideas about modern outdoor ads, let us have a look at the top three tools of outdoor advertising which are widely used by advertisers at present.

Digital billboards
These billboards have replaced traditional billboards. One arresting feature of these billboards is that advertisers have an exclusive choice to change, edit or update any advertisement which is already live. This facility of modern digital billboards facilitates advertisers with three benefits- time, money and effort. Without re-working upon the same content or graphic of the billboard an advertiser can make changes in the same ad display thereby saving time as well as money.

Digital signages/LED/LCD
Digital signages/ LED/LCD have been widely used in contemporary outdoor advertising. These media vehicles provide a more glitzy and classy look to onlookers simultaneously grasping their attention. Like digital billboards, signages also have the same facility for content change or edition.

Electronic Kiosks
Electronic kiosks are massively used in modern outdoor ads. What is impressive about these kiosks is that they provide maximum and repeated exposure of brands thereby providing good brand recall value to the audiences. Electronic kiosks have proved to be one of the effective tools used for brand advertising.

How is advertising different from marketing?

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Many people are confused about what is marketing and what is advertising. Their confusion is relevant because an individual’s field of expertise varies from another and not every individual is a student or expert in advertising or marketing. To throw some light upon the difference between advertising and marketing, let us first of all clear the sky of cloud that advertising is a subset of marketing which gives no room for differentiating the same from marketing.

Advertising as a subset of marketing involves spreading or promoting word about a business, brand, service or idea. Advertising is considered the most expensive segment of marketing because advertising requires a huge budget, a creative team and planned strategies to promote a particular brand, service or business among the target group. Another important aspect of advertising is to launch a promotion campaign through the most appropriate media vehicle.

Marketing is the overall process which is specially designed to create awareness about a business, product or service. Marketing believes in building relationships with clients and spiraling their satisfaction. Also, marketing involves various aspects of advertising, sales promotion, distribution, personal selling, publicity etc. Marketing revolves around customers and the needs of the customers.

Marketing as a parental source of advertising directs an ad campaign about which media vehicle to use, whom to target for the campaign, when to launch the campaign etc. One point which differentiates marketing from advertising is that marketing doesn’t require any creative input because most of the marketing activities are based upon rational data and resources. On the other hand, there should not be a dearth of creativity in any advertising activity. The objective behind any marketing activity is to indulge in sale for the product or service. Advertising cannot guarantee sale of a product or service, however, advertising can promote the product or service and drive to sale by providing a unique appeal to the target audience with a compelling brand communication.

Advertising and marketing, both are interdependent and there is no need to differentiate
them from each other. An Advertising campaign evolves out from a marketing plan; while a marketing strategy is worked out through an advertising activity. Both advertising and marketing play significant role in any business activity.

Tremendous innovations in outdoor advertising in Delhi!

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One of the currently used modes of advertising by companies is digitalized tools of outdoor advertising. Modern brand owners and media companies prefer digital media to serve their clients. It’s a digital world where brand new technological means of advertising are introduced in the market. Advertising is no more the same old conventional practice where paper billboards, pamphlets and posters were used to convey the brand message amongst customers. It is but a win-win situation for brand owners to advertise their brands through digital media. Digital media also provides two-way benefits to advertisers and their clients.

Advertisers can make changes or edit the ad copy/design as per their client’s priority, while clients also avail of the benefit to make any required changes in their brand message (if required).

The implementation of outdoor advertising campaigns through digital media has become quite popular in Indian cities. Delhi Outdoor Advertising practices are enlisted among the top avenues where digitalized tools of OOH Advertising are extensively adopted and implemented by brand owners. Let’s have a quick idea about the various trends of Delhi Advertising practices in the following paragraphs:

First and foremost, the never-ending induction of digital out of home tools is a common attribute amongst all the brand owners in the capital city. OOH Ads are present anywhere and everywhere in the city. Be it the metro station, the airport, the shopping malls or any outdoor avenue, OOH Ads make their presence at every nook and corner of the city. The slow downslope of traditional media also indirectly insinuates how digital OOH practices have become quite popular for various brand promotion practices.

Secondly, the ever increasing numbers of brands need enough advertising channels to convey the product knowledge/message. Television, print and radio as advertising mediums cannot accommodate all the brands for continuous promotion. However, outdoor advertising media ensures that every brand message is conveyed to the target audience no matter what and how. Unlike other advertising channels, OOH Advertising provides flexible options to brand owners to advertise their brands anywhere in the city. If the brand message is easily accessible by target customers, there isn’t any big deal where and how the OOH ad display is placed. After all, brand advertising is meant to attract customers’ attention. Hence, if the attention is sought, what else does the brand owner require?

Last but not the least; Delhi has become one of the most populated metropolitan cities over the last few years. Business opportunities in the city also keep increasing on daily basis. The growing number of shopping malls, commercial hubs and business centers- all these provide OOH Advertisers in Delhi brand new opportunities to launch innovative campaigns for their respective brands. On the whole, outdoor advertising in Delhi has observed tremendous innovations so far.

How Advertising trends have changed today?

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Unlike conventional practices, modern advertising has undergone tremendous changes. Traditional media seems to have gone through a death-blow while new age media is emerging as preferred mode of advertising. Television Advertising, Radio Advertising and Print advertising still work, however, new age media such as internet and mobile phones have so far emerged as in-demand modes of brand promotion. Brand commercials reach out to customers through different formats providing affluent interaction like never before. In order to have a brief idea about the various changing trends of brand advertising, let us go through the following paragraphs.

Television Advertising or brand commercials through television media are no more the same. Television is still a preferred medium of promotion by various brand owners. However, the content and style of television ads have observed incredible changes over the years. Television media has also merged with internet media to provide maximum reach to potential customers. Customers no more rely upon a single medium of advertising like television to learn about new products and their details. Multi-media advertising of brands provide a better-off impact on modern target customers. Smart customers/buyers are also continuously using the synergy created from the very convergence of internet and television ads so as to avail of the best deals for brands of their choice.

Radio Advertising is again second to none when it comes to emerging with online ads. Radio commercials these days provide bottom line messages such as ‘Follow us on twitter/facebook at this ID or visit our website www.xyz.com’ etc. It is a different issue of discussion whether it’s a web-based advertising world today. However, it has been rightly defined by some marketing experts that conventional media will merge with contemporary media and that brand advertising will no more be the same.

Print Advertising practices at present are also highly affected by digital technology. Digital publication sets the tone of modern print ads. Unlike conventional tools and techniques, modern print ads are outcomes of digital printers that provide a more polished look about the advertised brand. The endless introduction of digital technology has provided added advantage to various print advertising practices.

Especially from the perspective of tools used for brand promotion, modern advertising has indeed observed remarkable changes. Modern brand owners have exclusive choice of advertising media to launch their promotion campaigns. Increasing importance of launching ad campaigns through multi-media also comprises of one of the ongoing trends of modern advertising. Emerging brand owners can avail of the best advertising solutions for their brands through multiple as well as merged channels of brand promotion.