With the introduction and
application of
employee-customer-profit chain concept in the
business model, no longer are the advertising appeals sufficient to attract
the consumers. Today, an organization's market shares and sales volumes
are dependent on issue management, image
advertising, media plans, out- of-the-box creative
designs, direct marketing, network
marketing, cause-related/issue advertising, public relations, CSR,
social networking sites and other philanthropic activities. Also,
since clients are becoming more demanding, agencies are expected
to act with more accountability. Due to this accountability factor,
the communication of a brand by these agencies and/or organizations
has undergone a paradigm shift.
To keep pace with the changing communication paradigm
and innovations in communication technologies; advertising
and media agencies have to be more innovative and original in
their presentation. This `inventive and original' presentation has to
be incorporated from the very first stage of idea conceptualization to
its presentation and reception by the target audience, so as to offer
profits to the advertisers in the long run. To a great extent, corporates are realizing this. Whether
its Vodafone that bought low-cost handsets and positioned them
as `magic box' to attract new customers, and tied with
Shaadi.com to check matrimonial content on mobile or Big Bazaar which
has recently added fashion portfolio to its product line and
offers Mahabachat Sale on every republic day or Pizzahut which is
planning to introduce Rs. 75 pizza range for school children and college
going people, all of them are treading on the same line. |
