Adam christened this term, Action advertising. According to him, if an advertisement leads to an action, the involvement and attachment to the brand will be longer and stronger. For instance, if you consider what Adam did when he saw the ad, you will realise that he responded to the stimuli, however, there was no result. Yet, he will remember the product because there was an action associated.
Consider this - A home-maker watching the typical saas-bahu soap during the evening and watches an ad which reads "Call during this commercial break to get a 15% discount on 5 Kilos of wheat from your neighborhood store - Bada Bazaar". How many housewife's do you think will actually call to avail the discount? It is not difficult to run a promo like this. In fact, the ratings of these soaps will go up, and so will the sale of the brand that is being advertised.
Scenario 2 - A commercial reads - "Call your insurance agent to get a discount of 1st year's premium on your term policy". How many people do you think will actually call during this commercial?
Involvement of the consumer is something that will always drive them into an action, positive or negative. I think that the consumer will certainly take his/her time to make the decision and then choose whether to act or not. May be the consumer will remember the brand irrespective of an action taken.
The question remains, Will action-advertising lead to better marketing? What if the consumer watches an emotional ad of an insurance company and then goes buying insurance from another insurance company? Action it was - wasn't it?
Sphere: Related Content
Showing posts with label Advertising. Show all posts
Showing posts with label Advertising. Show all posts
January 18, 2010
Mobile advertising - The next battle
Telcordia will soon launch mobile advertising where it would be customised to the user.
Not just that, the users will get free talk time from the operator for listening to the ads. Docomo launched the paise per second war here, although I am not sure how well they are doing. Telecom industry has seen a sea change from 2000 to date and a lot has been due to the new players.
We all get promotional calls on our mobiles, in spite of the DND registry, which I guess never works. Telcordia claims that it would be customised. Do you really think you can ever customise something for a customer that you will not call them for any other reason apart from the product that you have customised for the user? There is no end to customisation. I would like to see a day where all advertisements are sent as something like a tweet from SMSs and IVRs and sent to the customer not through the mobile or an email, but may be an ad recorder...
How soon is the question... Sphere: Related Content
Not just that, the users will get free talk time from the operator for listening to the ads. Docomo launched the paise per second war here, although I am not sure how well they are doing. Telecom industry has seen a sea change from 2000 to date and a lot has been due to the new players.
We all get promotional calls on our mobiles, in spite of the DND registry, which I guess never works. Telcordia claims that it would be customised. Do you really think you can ever customise something for a customer that you will not call them for any other reason apart from the product that you have customised for the user? There is no end to customisation. I would like to see a day where all advertisements are sent as something like a tweet from SMSs and IVRs and sent to the customer not through the mobile or an email, but may be an ad recorder...
How soon is the question... Sphere: Related Content
January 13, 2010
October 16, 2008
Pizza Hut using facebook for ordering
You can now order pizzas from Pizza Hut using the social networking site Facebook. Wondering how? Pizza Hut has launched an interface using which you can order the pizza without leaving facebook application. Read more here. What happens when you order using this interface? Your friends get an update saying you have ordered for a pizza.
Wondering why?
(a) A banner stating your friend has ordered for a pizza. Creating a want by sending out the banner to all the friends in the list.
(b) Ensuring that facebook users don't switch to other sites to order for food.
(c) A gift of $50 at the end of the year for all fans who are in the Pizza Hut favorites.
Do you think it would work?
I don't think so, because social-networking sites are sites which someone would be using intermittently while at work, or even otherwise while doing other work. Why would one order food from an interface that is built for the same on my networking site? Now that the idea is new, a lot of people will be using the interface to order pizza. How long can one continue to live on pizza? Would you order a pizza just because your friends are notified about the same? Not a very strong stimuli.
It is a smart way to co-market the product, but according to me if Pizza Hut used it with a online library, it could have generated more revenue rather than using it with facebook. Let's see what the future has in store for the interface.
It is a smart way to co-market the product, but according to me if Pizza Hut used it with a online library, it could have generated more revenue rather than using it with facebook. Let's see what the future has in store for the interface.
Image courtesy: http://news.cnet.com
October 13, 2008
Use nappies to increase your child's height...
Yes, you read it right. An advertisement on the TV that I saw over the weekend. It said, "Research shows babies grow taller during sleep. Hence, they should have undisturbed sleep all the time. Hence, use abc nappies and watch your children grow taller"
How silly can this linking be? Would someone buy a nappy for their kids just to ensure that they would be growing taller? Sphere: Related Content
How silly can this linking be? Would someone buy a nappy for their kids just to ensure that they would be growing taller? Sphere: Related Content
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