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While change is a law of
nature, it is difficult to
introduce change. This is because the consequential
risks that may arise as a result of introducing the change cannot
be fathomed. Hence, any change, for obvious reasons, scares people
and institutions and, therefore, it is difficult to introduce change
both in individuals and institutions. But, change is something which
cannot be avoided.
No wonder, even advertisement strategies are also undergoing
a paradigm change. In fact, change also provides an opportunity
to experiment with innovation and generate a new path for growth
and development. It is, therefore, not at all surprising to find that the
new generation of ad managers prefer to weave stories that entertain
the viewers and also generate demand for the products and
services advertised. A very good example of this is the latest ad of Airtel. In
fact, today's ad managers are working to create slogans and stories that
could be integrated to provide entertainment as well as
generate interest in the products and services.
However, to adopt and succeed in implementing an
innovative strategy, the advertisers, media, agencies, etc., all have to
change their mindset. It is imperative for them to become familiar
with different cultures and languages of their target group of customers.
In fact, if one studies the current trend of advertisement it would
be obvious that the conventional distinction between
advertisement for marketing of products and services and also for
providing entertainment is getting blurred. It is becoming more and
more apparent that most of the ad managers are looking for stories
that would provide entertainment, besides creating interest in
the products and services of their clients. For this, it is obvious
that ad managers should be able to conceptualize as well as
visualize events, phrases and words that would capture and captivate
the targeted audience and convey the message that they would like
to spread to create a brand image for the products and services. |
