Advertising is a science!! With this statement done, you might conclude either the writer might have lost her mind or she simply does not take the field seriously. But that’s what audiences (and in this case the readers) have a tendency to instantly jump to final decisions. But if you would take a few moments and try to reason out this fact you might quite understand as to why I would say that.
Just like any chemical composition, advertising is also a combination of different elements and compounds. Also, if we really dig to deep roots we keep hearing many scientists saying that science in fact is an art. According to all the theorists and applied scientists when an invention is made, it is a work of art and imagination. Similarly isn’t any ad the foundation of same process? A process is another world. And in that world, exists different facets and where I metaphor them as an entire family. When you consider a single piece as ad, you might not understand this metaphor. But consider an ad as a whole series of campaign with use of different media and different communication. Of this entire family, Branding is just a part; but this part has its major hold onto everything. Branding isn’t just a story to tell by ways of logo, color, designing and use of different fonts. It is a system, a discipline, a personality with an abstract but calculative behavior. As and when this behavior becomes prevalent, the journey of this family member starts promoting and bringing sensible results to the family. No-one has actually constructed a phenomenon how a brand brings these results. But when you look carefully you will realize its potential. You probably might be wondering how often any brand has developed in the said sequence. Considering the heritage brands, they have had their behavior and have evolved in their journey; with their family extending and innovating.
The backgrounds are phenomenal with a careful study and scrutinized planning of branding. Not only does branding help the advertising process, it has described a socio-economic back drop in many ways. The in-film branding, the referential series metaphors, the spoofs of the brands all are in fact other faces of the same person. We might just wish to say as and when the person is prompted from a general society to the celebrity world, how it evolves and how it develops with help of media is a tricky business. Mostly it is said not all can handle stardom but when a brand is being born it is actually made for stardom. So the advertising, public relation, fame-game everything is a part of its life. How the creators and makers maintain it and effect with respect makes branding the big brother for advertising. How the big brother makes his own identity and helps the family to root in the fame society makes every brand a personality with eminence and endeavor.
The design industry is what we call it now, but graphics has always been just a part of this design industry. Although a backbone of the design industry, graphic isn’t the only integral part. The integral part of this design industry is the designers. When designers put their minds to work they can create the impossible; or at least that’s what is presumable. When after a brief experience and the vast knowledge of the industry what and how does a designer actually work?
There needs to be some adherence to the practical experience he might have gained; or they must be some consideration of the language and the communication channel the design is put forward to. Howsoever, all the considerations are just a hymn and in reality have just maintained it the books or in such articles. Every design is unique and every designer is independent; that’s how a trending revolution for the design industry is inculcated. Recently when I was reading a similar article, some of the comments caught my eye and kept me thinking on the factors on which a designer is thought for his art. A consistent design with the applicable thought process brings out the best in designer. It might rather be that how well versed and high presence of mind a designer has, how challenging his rush for new idea makes him struggle brings out the self-evolving highly innovative and the current features of the design. A design should not follow any code, any system but should reveal its unique discipline. A design should recreate a new meaning, a new boundary and new horizon for itself and the challenges it will come across in the future. Certainly, the designer can reminisce the experience and the knowledge and still create an independent world of possibilities. Making a design is just like hunting for that perfect smell which takes you far away but its worth the journey; and when you get back you know you have achieved the epitome for excellence. All this clubbed with constructive consumerism makes the same design a profitable account. And when the design becomes a profitable medium, isn’t the whole macabre converts to aphrodisiac.
Now-a-days everyone is talking about advertising & its importance in business. Lot of businesses are spending heaps of money in advertising their products. Every time I switch on the TV series of ads keeping displaying on every channel we put on. Each one is innovative than the other. 30 seconds of the ad is fully utilized to convey a message that would create lasting impressions on the mind of the audience. Once my friend was frustrated of these ads that he asked me, “Why it that all the time I have to watch these ads on television, before movies also listen to them of radio and waste my time?”
So to all my highly irritated pals, let’s understand from scratch what is advertising basically & how it has emerged as one most vital recipe to bring business to people.
What is advertising?
“Advertising is a form of marketing communication used to promote or sell something, usually a business product or service.” So it’s a technique used to drive people’s attention towards ones product or service.
How did advertising come to us?
The gift of advertising came from the ancient civilization. In Egypt, papyrus was used to make sales messages & wall posters. Lost & found messages were written on papyrus was also practiced in ancient Greek & Rome. Oral advertising was practiced in ancient Chinese culture in the form of music & poems. Other means of advertising in the ancient world were Wall/Rock painting, poems, plays, calligraphy etc. The 20th Century ushered a new dawn in the field of advertising.
The logic is simple, if you want your product or service to reach larger number of people at the same time, you’ll have to advertise. The type & medium of advertising will come secondary. Of course, the advertisement has to be powerful as it’s the first impression on the minds of the customers.
Which are the different ways in which one can advertise?
From time to time, the channels of advertising keep upgrading. With conventional advertising like newspaper, magazines still being on racks, the use of direct mail, social media caught like fire & helped advertising to transcend physical barriers.
Primitively only print advertisements we used. Then came radio and television and now the extensive use of internet has opened new avenues like social media advertisement, goggle ads, banners & pop ups etc. With vivid forms of advertising available today, one must pick a potent ad via the right channel to ensure it reaches the target audience of the product.
While I was roaming around in the citybuzz I noticed something that caught my eye. It wasn’t that weird or even that beautiful for that matter. It was a simple ad of another real estate project. The difference was in the scheme they have to offer. Similar to maple ad only with no discrepancies our very own Jhakkas man was promoting another lucky draw scheme for real estate. While I thought this might turn the hill just it happened out for maple, I saw another ad this time on social media. Only then did it catch my interest. Otherwise brand shy Anil Kapoor does put himself into the brand endorsement world where a lucky draw home is equally appealed to its audiences. Known for his living habits from Dharavi, he has aptly been branded for the product or service the scheme calls for.
This is exactly what happens. Brand endorsements have a different sense of grabbing audiences’ interests. Why do brand endorsements actually work? Is it because of the face or because of the space? Well no one can put it perfectly. But, glamour does play an important role in advertising world. From rural population to urbane psychology; bollywood celebrities have always caught every spectator’s eye. Brand endorsements are not just a photo shoot or an ad campaign here or there. It is an inclusion of interactive approach by both brand ambassador and the marketer. Thus, the thought process while selecting someone for a brand promotion involves a proactive brand ambassador. So, even if a product is young and enthusiastic but if you choose a socially ignorant or social media shy celebrity the brand will hamper more negatively than being promoted. There are some who like bollywood glamour, while there are some who cue up to sports personalities. An interesting part of brand endorsement is the role played by each media. It’s not just images and TVCs of brand endorsers those appeals to target groups; but what they have had to say. There’s no secret, media encashes all this gossip into a fruitful media meat. There is an ancient saying; a person is smart but people are dumb. When your favourite personalities (or role models) say something, do something or show something you have an invincible loyalty towards it. This is how brand endorsement marketing actually promotes itself, based on the faith of the one person promoting. As times changed, the role of brand endorser changed from appearance to promotion. With the advent of today’s media part to a complete adoption of the brand stakes has grown out to be a brand positioning in today’s marketing world.
Advertising and marketing are the two sides of the same coin. When one wants to get into technical details and plan the tedious and highly serious notions; Marketing is the concept for them. This said, one will be more interested in the fiscal returns, investment profits and the growth curve achieved through all efforts by the business development professionals. However, it is totally forgotten that wherever these professional and tedious things lack, Advertising and mass communication comes to their rescue.
The art of selling creative trends clubbed with profit curve and inquisitive urge for digital knowledge and product promotion is advertising. The base definition may be so simple and easy but the evolution and the changing trends have seen many nuances. The basic newspaper ad to the foremost innovative trend of digital marketing. When one sits around to understand and move along the practicing trend of digital marketing there are so many advancements. A couple years back, Facebook had had its monopoly in the social media market. Slowly and eventually, twitter grabbed in. Then came the artistic runner ups; Pinterest, Instagram. But one never had the slightest hint that these sprinters will grab the marketing trend and advertise themselves as the ace players.
When one speaks about marketing, the old picture that comes to mind was a critically framed well-dressed young man with his sales kit in the brief case. Gradually this young salesman changed to a funky dressed messy haired art directors. The main diet for these crazy young art minders started when serious professionals tried and invested in the advertising market. Very few know the real journey of advertising from packaged products to a well-established entertainment industry. The most thriving marketing products is the entertainment industry. Films and TV screens need the utmost marketing tendencies. From posters to one liner quotes; whatever strategies that come in action advertise the niche product and the right move for branding the right amount and right quality. When the era evolved, so did the techniques. Posters and magazine interviews have been replaced by social apps and media pages. PR activities have gained much greater response.
So what do we learn from the advertising achievers is how to balance the graph of marketing tactics and creative strategies. One of the best strategy that has earned a greater mass communication and thus a progressive business was seen by the FIFA song. When the FIFA season creeps in, so do the products and songs and series start promoting the psychological marketing tendency. Back then the only media available used a prime clock of run time. Since then, time and technology evolved and the best possible strategy put forward an independent social app in the last FIFA season. If not such tactics, what more can advertising relate itself in the market is yet to be found.
Digital marketing or to be very precise Digital advertising has yet to see the best possible time for itself. What is now, is the ascending progressive market it has started gaining for itself. When Digital advertisers will spark up their creativity and the newest technology will support their ideas, marketing will see its new and innovative way for communication and business bargain.