Advertising has long been viewed as
a method of mass promotion in that a single message can reach a large number of
people. But, this mass promotion approach presents problems since many exposed
to an advertising message may not be within the marketer’s target market, and
thus, may be an inefficient use of promotional funds. However, this is changing
as new advertising technologies and the emergence of new media outlets offer
more options for targeted advertising. Advertising also has a history of being
considered a one-way form of marketing communication where the message receiver
is not in position to immediately respond to the message. In fact, it is
expected that over the next 10-20 years advertising will move away from a
one-way communication model and become one that is highly interactive which is started these days Thanks to use of digital platform and Social Media. Another
characteristic that may change as advertising evolves is the view that
advertising does not stimulate immediate demand for the product advertised even in the digital mode.
That is, customers cannot quickly purchase a product they see advertised. But
as more media outlets, Social Media allow customers to interact with the messages being
delivered the ability of advertising to quickly stimulate demand will improve.
Band restructuring will always add flavour in the marketing arena. Rebranding is no child’s play, and as many
disasters have shown us, must be dealt with very cautiously. Many a times,
decisions have been reversed. A classic example of this is the failure of the
new sweeter Coke that was introduced in the 1980s. Coca Cola finally had to
bring back its original brand and formula. Although the risks are great,
rebranding remains more popular than ever. The need to stay ahead makes
companies gamble their heritage for the promise of better profits in the
future.
In mass advertising,
marketers are exploring new forms of communication, such as experimental,
entertainment, and viral marketing. One such innovative idea was Amazon India ‘#WeIndians’ the ecommerce giant had launched a quirky digital driven campaign, ‘We Indians’ that touched different cultural traits, while a series of films sought to address our major concerns about online shopping. Each of the videos captured our distinct quirks and tied it back to the brand: a woman crossing the road by using her hand as a stop signal, a man booking himself a seat on a crowding bus by dropping a handkerchief from the window, and many more. Visuals and contests helped amplify the buzz on social media. or May it be the Show Stealer after Demonetization "PAYTM" with its simple yet inspiring jingle "PAYTM KARO" . Also , going back to the past Airtel's ZOOZOO Campaign never in the history of Indian advertising we witnessed a
campaign that generated so much interest and curiosity among all the segments
of the society whether it young or old.. Vodafone is known for its unique
advertisement campaign such as pug, happy to help service and then released
“Zoozoo” advertisement campaign. As Vodafone was a new brand in India, it had a
challenging task to develop its own entity and it has done it in a splendid
way. Vodafone has benefitted immensely by the zoozoo campaign and it has been
proved as a great marketing story. Today, branding is such a strong
face that the hardly any thing goes unbranded. Most of the products and
services and specially startups now coming up with their unique set of brand names of the websites, apps etc
