Most brands in the same category deliver more or less the same functional benefits and answer the same needs of the consumers. With so many products on the market having the same function, the only way to position a product, service, or company differently from anything else in the same category is through creative development in advertising.
Today traditional advertising is losing its sheen. The biggest problem with traditional media is that consumers today have lots of choice for ad avoidance. The fragmentation is very high and there is very less scope of customized message for all. The Indian consumer has changed if we focus on this issue there is a lot more on the menu to choose from. Now the message unlike the past is no longer a one way process. But public opinion is far more mobilized, they have immediate platform for expression.
The expert believes that the creativity in advertising could never exist in isolation without a context. The success of final product completely depends on empathy and the relevance of message it intends to deliver. The trigger for ideas and insights must necessarily come from the environment.
The new millennium is just decade old, advertising, which is about creating demand, also has undergone a complete transformation. Many things have changed and many things have stayed exactly the same in this industry. The media agencies have witnessed the tremendous growth in skills set. If one critically analyze, “advertising reflects the mood of the times. The simplistic inform-persuade-sell mode worked beautifully for a long time but once communication became sophisticated, technology entered, there was a paradigm shift.… Read the rest
In recent years, advertisement has grown dramatically. Many people are exposed to several ads every day. Some people can think that advertisements don’t mean anything, but usually ads sell more than they offer. Sometimes, ads can sell values, norms, lifestyles, love, popularity, and happiness. Ads have an important role in society because sometimes those ads tell people who they are or who are they going to be. Advertising has a profound effect on everyone, and sometimes we don’t know that. In fact, marketers spend billions trying to reach audience. Advertising is everywhere from the clothes we use until the food we eat. Marketers use many ways to approach to audience, but some of these methods are unethical. One of these methods is called “divide and conquer”, and its purpose is to increase sales through market segmentation. Marketers use strategies based on social diversification, audience packaging, and product targeting. Even though it doesn’t seem hazardous, those types of strategies can raise ethical problems.
One of the techniques that advertisers use is social diversification. Many businesses spend large quantities of money trying to approach different audiences based on their social status. In society, consumption depends on terms of class. Market segmentation is a common tactic for many marketers. The main purpose is to separate people in various homogeneous groups. Target particular markets based on demographic groups can raise differentiation among people. Advertisers seek for information that indentifies possible consumers. They usually target people who are in a good economic situation. They have databases on hundreds of people who might be approached as possible consumers.… Read the rest
There are some specific characteristics that are found inside people who are born that seem like a developed skills and abilities which open themselves in a wise position where they look like a good leader. There are some characteristics that are found in a good leadership skill and these qualities can be a natural part of their personality and daily activities.
First, confidence that must appear from a person like trustness and believing in their own abilities. And also can be said that someone empowers their working for them to make their own decisions. For example, make a decisions following on their own idea like creating something new and with some experience like a student doing their best in their final exam with a lot hopes and also the confidence comes from the parents and teacher who guides and approaches them at all the times.
Second, a good character plays in an important and vital role in determining the effectiveness of their leadership. Trustworthiness and honesty are the two main important aspects of a leader’s character otherwise there is a slight flaw in leader’s character and it will be lead or caused to the follower, don’t trust he leader. For example, a true leader must always be true and loyal with themselves to what to be done what they have been promise to do and must follow what they have said so that it can be shown as a good example for others in their activities and in future attitude.
Third, a great effective communication is an important and vital leadership of a good leader that should be able to put across what that have to make satisfied the circumstance and how .… Read the rest
Any business accountant of an enterprise or any organisation can describe the conditions of that organisation. Social accounting is that kind of movement by which everyone can analyze the same thing as like a business accountant. The main aim of social accounting is to produce data, indices and other information to help everyone about an organisation.
Social accounting is also known in various names. These are social and environmental accounting, corporate social reporting, corporate social responsibility reporting, non-financial reporting or sustainability accounting. This is actually a procedure of communicating in which the social and environmental belongings of organisations (NGO, Charities, may be Government agencies etc.) are included. This is a way by which an organisation can express the level to which it meets its societal or ethical goals.
Social accounting is distinct from evaluation in that it is an internally generated process whereby the organisation itself shapes the social accounting process according to its stated objectives. In particular it aims to involve all stakeholders in the process. It measures social and environmental performance in order to achieve improvement as well as to report accurately on what has been done.
There are some key factors in social accounting by which everyone can understand the difference between social accounting and conventional accounting. Main focus of social accounting is mainly on issues which can develop a correlation in between society and organisation. In maximum aspects social accounting is not focusing on financial data but sometimes it needs financial data for making a report. The purpose of social accounting is to be liable to a large number of stakeholders.… Read the rest
Throughout its history General Electric Co. enjoyed the benefits of a consistent marketing message. From the 1930s to the 1950s the company relied on the slogan ‘‘Live better electrically,’’ which was followed by two decades of variations on the word ‘‘progress,’’ such as ‘‘Progress is our most important product.’’ In 1979 GE unveiled ‘‘We bring good things to life,’’ a cornerstone to one of the most successful corporate branding campaigns in history, backed by about $1 billion in advertising. The company also had consistent leadership in the form of John F. ‘‘Jack’’ Welch, who became chairman and CEO in 1981. The charismatic leader sought to build up GE’s status in all of the technology, service, and manufacturing areas that the company participated in. By the time Welch announced that he would retiring in 2001, GE, fast growing and profitable, had a market capitalization of $505 billion, making it second only to Microsoft. Welch’s tenure at the top, however, ended on a sour note when GE failed in its bid to acquire a major rival, Honeywell International.
Welch was succeeded by Immelt, who set out to put his own imprint on GE by, among other things, revamping the company’s marketing. According to Diane Scarponi, writing in the Seattle Times, ‘‘Immelt said shortly after he was appointed in September 2001 that he wanted to rethink the company’s image.’’ Beth Comstock, head of communications at GE, told Scarponi, ‘‘Immelt has really been pushing a technology focus, a reinvigoration of technology at GE around the world.… Read the rest
When some starry-eyed startup or a small company takes on the big budget corporate in the marketing domain with an underground marketing campaign that costs nothing but causes shock-waves for months, its called guerrilla marketing. Guerrilla marketing is a different kind of marketing which does not involve big budget but it is about out of the box thinking; it is about using anything around to market a product, an idea or a social message virtually anything under the sun. It believes in entertaining and engaging the target customer. It does not involve preaching or educating but it is about exciting the viewer to find out a secret or solve a puzzle. Guerrilla campaigns purely depend on creativity, intensive word of mouth campaigns and its oddness like using unconventional locations. Some guerrilla campaigns are so brilliant that it has made bystanders feel lucky to be there to witness them.
AMA defines Guerrilla Marketing as “Unconventional marketing intended to get maximum results from minimal resources”.
The goals of guerrilla marketing are relatively simple: use unconventional tactics to advertise on a very small budget. It is based on the idea that one does not need radio or TV ads to market something. Make a campaign so shocking, funny, unique, outrageous, clever, or creative (even controversial) that people cant stop talking about it thus create intense word of mouth publicity. Guerilla marketing involves approaches like interception in public, giving free products, PR stunts basically any unconventional marketing approach intended to give maximum result from minimum investment. … Read the rest