abhishreshthaa
Abhijeet S
Testing the boundaries of media buying, through creative usage, is another sure-shot way of creating value for your brand.
A blank front page saying something like ‘no news’ in the afternoon, at the launch of a Nestle brand, was an example of stretching the boundaries.
A word of caution on testing the boundaries. Don’t forget that we never buy media, we only buy audiences. So never irritate the audience. They will only pick up negative vibes about the brand if it intrudes or interferes with their primary motive, which is to view a programme of their choice.
An example of this can be seen in the irritating crawlers that obstruct the score or cover Amir Khan’s face. If the ad is eating into the first two balls of a crucial over, then its not testing the boundaries, it is testing the viewer’s patience.
The real challenge lies in changing the mindset from merely achieving good rates to achieving the best rates and creating a value for the brand
A blank front page saying something like ‘no news’ in the afternoon, at the launch of a Nestle brand, was an example of stretching the boundaries.
A word of caution on testing the boundaries. Don’t forget that we never buy media, we only buy audiences. So never irritate the audience. They will only pick up negative vibes about the brand if it intrudes or interferes with their primary motive, which is to view a programme of their choice.
An example of this can be seen in the irritating crawlers that obstruct the score or cover Amir Khan’s face. If the ad is eating into the first two balls of a crucial over, then its not testing the boundaries, it is testing the viewer’s patience.
The real challenge lies in changing the mindset from merely achieving good rates to achieving the best rates and creating a value for the brand