Description
various trends in marketing communications.It also focuses on the future with visual examples.
Trends in communication & future IN communication
Click to edit Master subtitle style
How effective is advertising today? “Advertising is MOST effective with children and teens – they are the ones with the power to pester their parents.” – Senior Editor, 9X Media “Advertising is becoming more specialised today, but it has not lost it’s importance. Today not only agencies are getting specialized but each media is also moving towards a clearly defined role.” – Minitha Saxena, VP, Cogito Consulting, FCB Ulka
Click to edit Master subtitle style
Creative trends
Trends in print
?Visual dominates over copy i.e. more
pictures less words ?More use of Indian-ized English ?Growing importance of vernacular ads
Trends IN Television
Emotions
? Emotions are the biggest trend in TV advertising
today
? Emotions portrayed may be humour, family,
relationships, nostalgia, etc
? All ads are moving towards telling a story and
touching an emotional chord
Emotions
? Humour has become more common in
advertisement
? Lot of ads are telling a funny story to create
noticeability and recall
? In 2001 46% advertisements were humour based
and the trend has continued since then for a variety of products.
Product - Centric Ads
? Purely product-centric ads are not generally aired on
TV
? TV ads will usually tell a story in some way ? Generally you will have a print ad if features need to
be highlighted and a TV ad to show emotion
? Thus each medium is getting a clearly defined role
High involvement products
? High involvement products like automobiles and
consumer durables are being advertised with experience and lifestyle parameters rather than just rational benefits. ? This is because emotion is being used to differentiate products rather than their specific technical features
Food and personal care
? Food and personal care are being advertised with
rational benefits
? The ingredient becomes the Reason to Buy
Testimonial
? Its not used so much today except with celebrities ? It works sometimes depending on the execution ? Dove uses it very effectively because it is used to
support a clear rational benefit
? In such cases it works because there is a story behind
it
? Just a plain testimonial won’t work any more
Execution
? Special Effects being used extensively to make
advertisement more appealing
? Technology helps to highlight the features in a
better manner
? Ads have become more sophisticated
Portrayal of women
? Earlier women were featured only in ads related to
household and personal care products. Now they are shown in products where they can influence the buying ? ICICI Prudential – traditional dress, educated outlook
? Women are often shown dressed in a modern way ? The Santoor ads evolved from a housewife to a
Focus on Children
? Children are being influencers in purchase decisions
sometimes even for expensive decisions like cars, vacations
? Using children in ads therefore is meant to appeal to
the children watching the ad
? Another reason for using children is that it is an easy
way to bring in emotion naturally
? The ad needs to gel with the product, else the
children will come across as bratty and spoilt
Celebrities
? Celebrity based advertising has become very common ? These days celebrity advertising will only work if there
is a fit with the brand
? The ad should tell a story and connect with
consumers
Jingles
? Jingle-based ads were 43% in 2001 ? Today they are still being used but it is difficult for
consumers to remember because of too much clutter.
? Jingles are taking the form of music that is memorable ? It provides instant recall
Trends in media – Now & future
Trends - Media
? Media is growing fragmented
? Fragmentation of television is happening. ? There is program loyalty instead of channel loyalty
? For the immediate future, Indian media will witness 20%
YoY growth in 2008 and television.
? Advertisers will continue to give priority to newspapers ? They will also be inclined to check out the promise of
new media, such as digital
? Faith in advertising and PR is going down as compared to
media like BLOGS which are believable as the writer connects directly with the user
Future - Media
? Traditional media are going to be around, and so
are new media
? Worldwide, things are moving towards the internet
? One-to-one media (like blogs) can connect directly
with customers as against top-down or filtered media (like news, advertising)
? This is the advantage of internet media
CLEARLY DEFINED ROLES
?In the future, each media will have a
specialized role ?For example, an ad showcasing a lot of features may be a print ad ?The TV ad for the same brand may create an emotional connect ?Internet ads may be used to target a specific consumer ?Blogs and communities could be used to create opinions
Print Media - Trends
? Print media is still profitable in India ? Dailies and periodicals still commanded 47.9% of
overall ad money in 2007
? Revenues have touched on all time high of 8470cr.
mark registering 21% growth
Print Media - Trends
? Some of the trends in print ads
? Special interest magazines ? Editors & publishers trying to line-up readers by
offering niche titles. E.g. ‘Prevention’ from Living Media Vogue, the High Street lifestyle publication from Conde Nast group Dare, targeted at young and aspiring entrepreneurs from cyber media
? Niche publications – supplements targeted at a
particular segment, international publications, specific magazines are becoming important for targeted advertising
Print Media - Trends
? Unlike the west, print media readership is not
declining in India
? For calendar year 2007 newspaper advertising was
Rs.9,290 cr (18% growth over 2006)
Print continued to attract the largest share of advertising spends, mainly attributed to rise of the tabloid and regional focus
? Indian publishers are launching niche magazines -
across News, Fashion, Travel and Health. Well-known foreign magazines like The Economist and Vogue were launched in India
Future - Print Media
? A spate of new launches in the near future – niche
publications, non-news magazines
? Indian media laws restrict foreign equity to 26% in the
news segment, but allow 100% foreign equity in nonnews and non-current affairs specialty magazines
? Even some years down the line, print media will hold
it’s own as an advertising media.
Television
? Regional Channels ? Newer entrants with newer format ? Twenty - twenty world cup ? Distribution (mobile content), cable and satellite
growth have ensured that Television media remains on top of the advertiser spend.
Future - Television
? Reality TV will stay here for a while ? We tend to follow trends from the US ? Reality TV has a lot of people’s eye balls ? It is going to be huge for the next few years ? There are dedicated channels for reality TV in the US
and this may happen in India
? A lot of advertising will be tied up with reality shows
? Television advertising - no longer about creativity ? Based only on what consumers want to see ? Gospel Theory - bombarding people maximum
number of times so that they start believing, TOM recall
? Advertising - aggressive now - passive advertising
doesn’t work anymore.
Sports on Television
? Advertising in cricket is giving a lot of results and it is
being exploited fully ? The Sony network is surviving only because of IPL, which bailed them out for the whole year ? Other sports which may become big – football, Formula 1 ? Formula 1 already has a good viewership ? Tennis has a niche, mostly upper-class audience
Radio
? Radio’s share of the media pie 4% in 2007 ? Increase in number of stations and listeners ? Over 240 private FM stations ? Radio Mirchi, Radio City, Big FM, and My FM operate in
many places ? Good way to reach the many people who commute
? Local nature and content integration make it a cost
effective medium for advertisers.
Future - Radio
? Radio market expected to grow by 50% touching
Rs.900 cr. by the end of 2008
? Proposal to change the unit for private FM radio
broadcast licensing from city to district
? This will help advertisers in tapping hitherto
unreachable semi urban / rural India
? Thus it will continue to grow in importance as a
medium
Out Of Home
? The Indian OOH market is expected to reach Rs.1,700
cr. in 2008
? Top 5 metros constitute nearly 75% of the total
spends in OOH advertising
? Thanks to the rise in local travelling time and the fact
that people are spending time outdoors (malls, cafés etc), OOH will continue to see a good growth.
Future – Out of Home
? Hoardings are being pulled down in places ? Out of Home will become more targeted towards
specific locations like malls, cafes, multiplexes, etc
? It will also become more sophisticated and high-tech ? Segmentation is taking place even in OOH. Eg First-
class platform
Out Of Home - Cinema
? Cinema advertising - cost effective and delivers the
right impact ? Effectively showcase their brands against an entertainment backdrop ? Access the star power that drives consumers to theatres ? Audience in a closed environment with full focus ? Mind is in a free state and their receptivity to brand messaging is far greater than as compared to any other media
? Modern cinema twisted into hotspot for marketers to
place messages ? Advertising in cinema halls today is not limited to onscreen slots ? Translites - Glasses covered steel frames adding glamour to advertisements ? Branding on doors of halls ? Tickets today tucked inside a branded paper envelope ? Brand messages are swiftly passed on to the prospect by way of pamphlets ? Campaigns like ITC, LG, Pepsi, UB Group, Tata Motors
? Standees (stand wearing a catchy brand message,
outside the hall or at the lobby) ? Live events outside a cinema hall ? Floor ceiling is a recent concept that is going to attract takers in multi-screen atmosphere ? Today every inch of space is crucial for marketers in the multiplex
? Danglers in front of food and beverage stalls ? Scrollers carrying moving ad message ? Branded kiosks - direct interaction with TG ? Exits and emergency exits ? Cinema advertising - 8 times more impact than
print, television and radio ? Clutter-free environment, most importantly, high recall value amongst viewers
? Only washroom are yet to be explored and may be
ads would peep in them too!
Digital Media
? Digital media comprising Internet and Mobile is the
fastest growing medium in the country ? However it currently accounts for only 2% of total media spends ? IPTV entry might give the much needed boost to digital media. Internet, Search and Mobile services are expected to grow in 2008 by 60%, 80% and 60% respectively
Internet Advertising
? Online advertising industry was 150-175 crores in
2006 and growing at the rate of 50% ? Largely restricted to a few websites like Indiatimes, Rediff, Yahoo India, Google India, Sify, Money control, MSN India. ? Advantage - low costs for smaller companies who cannot afford the major mediums.
Contd…
? Mainly two types
? search advertising – facilitates tracking of
performance based on clicks ? banner advertising – can be intrusive ? Social networking advertising - ads, communities on Facebook and Big Adda ? Initiatives like Sunsilk gang-of-girls ? In-game advertising happens for internet games ? Zapak is one of the Indian companies which specialises in in-game advertising ? In game advertising – EA sports advertises in their games various products ? Second Life has started a new craze of advertisements. The use of a virtual world has proved to be successful. Big brands have bought space on second life and sell exclusive designs.
Contd…
? Lot of regional language online papers get increasing
hits
? People want to read local news in local languages
E.g. Readers of Kannadaprabha.com, the website of Kannada Prabha, want to read more news from Shimoga, Belgaum, Hubli, or Mysore
? These may be a good location to advertise
Ads spend growth (Fig in Rs m)
Total Newspaper Magazine Television radio Cinema Outdoor Internet
2007
274,342
131,550
13,159
104,242
5,260
3,291
13,640
3,200
2010
417,629
186,736
29,037
157,866
6,740
6,136
17,038
14,076
% Change
52%
42%
120%
51%
28%
86%
25%
340%
Mobile advertising
? One out of three mobile users access net in India ? No. of people accessing net through mobile is
increasing rapidly ? In India, Oxigen is an integrated value added service provider for mobiles ? They were involved in the ‘Sprite kholega to bolega’ campaign ? Unilever had a similar contest for Cornetto which was scratch and win ? Rewards in such promotions could be virtual credit on cell phones under Oxicash scheme or even things like free ringtones ? Viral marketing takes place on mobile phones via Bluetooth where all Bluetooth enabled phones in a
Future
? With 3 G and WiMax coming to India, mobile
advertising will get more sophisticated ? In China and Japan, current technology allows movies and TV shows to be streamed to cell phones ? Viral marketing in targeted places eg. Sports stadium, cinema halls, etc
Thanks!
doc_104153506.ppt
various trends in marketing communications.It also focuses on the future with visual examples.
Trends in communication & future IN communication
Click to edit Master subtitle style
How effective is advertising today? “Advertising is MOST effective with children and teens – they are the ones with the power to pester their parents.” – Senior Editor, 9X Media “Advertising is becoming more specialised today, but it has not lost it’s importance. Today not only agencies are getting specialized but each media is also moving towards a clearly defined role.” – Minitha Saxena, VP, Cogito Consulting, FCB Ulka
Click to edit Master subtitle style
Creative trends
Trends in print
?Visual dominates over copy i.e. more
pictures less words ?More use of Indian-ized English ?Growing importance of vernacular ads
Trends IN Television
Emotions
? Emotions are the biggest trend in TV advertising
today
? Emotions portrayed may be humour, family,
relationships, nostalgia, etc
? All ads are moving towards telling a story and
touching an emotional chord
Emotions
? Humour has become more common in
advertisement
? Lot of ads are telling a funny story to create
noticeability and recall
? In 2001 46% advertisements were humour based
and the trend has continued since then for a variety of products.
Product - Centric Ads
? Purely product-centric ads are not generally aired on
TV
? TV ads will usually tell a story in some way ? Generally you will have a print ad if features need to
be highlighted and a TV ad to show emotion
? Thus each medium is getting a clearly defined role
High involvement products
? High involvement products like automobiles and
consumer durables are being advertised with experience and lifestyle parameters rather than just rational benefits. ? This is because emotion is being used to differentiate products rather than their specific technical features
Food and personal care
? Food and personal care are being advertised with
rational benefits
? The ingredient becomes the Reason to Buy
Testimonial
? Its not used so much today except with celebrities ? It works sometimes depending on the execution ? Dove uses it very effectively because it is used to
support a clear rational benefit
? In such cases it works because there is a story behind
it
? Just a plain testimonial won’t work any more
Execution
? Special Effects being used extensively to make
advertisement more appealing
? Technology helps to highlight the features in a
better manner
? Ads have become more sophisticated
Portrayal of women
? Earlier women were featured only in ads related to
household and personal care products. Now they are shown in products where they can influence the buying ? ICICI Prudential – traditional dress, educated outlook
? Women are often shown dressed in a modern way ? The Santoor ads evolved from a housewife to a
Focus on Children
? Children are being influencers in purchase decisions
sometimes even for expensive decisions like cars, vacations
? Using children in ads therefore is meant to appeal to
the children watching the ad
? Another reason for using children is that it is an easy
way to bring in emotion naturally
? The ad needs to gel with the product, else the
children will come across as bratty and spoilt
Celebrities
? Celebrity based advertising has become very common ? These days celebrity advertising will only work if there
is a fit with the brand
? The ad should tell a story and connect with
consumers
Jingles
? Jingle-based ads were 43% in 2001 ? Today they are still being used but it is difficult for
consumers to remember because of too much clutter.
? Jingles are taking the form of music that is memorable ? It provides instant recall
Trends in media – Now & future
Trends - Media
? Media is growing fragmented
? Fragmentation of television is happening. ? There is program loyalty instead of channel loyalty
? For the immediate future, Indian media will witness 20%
YoY growth in 2008 and television.
? Advertisers will continue to give priority to newspapers ? They will also be inclined to check out the promise of
new media, such as digital
? Faith in advertising and PR is going down as compared to
media like BLOGS which are believable as the writer connects directly with the user
Future - Media
? Traditional media are going to be around, and so
are new media
? Worldwide, things are moving towards the internet
? One-to-one media (like blogs) can connect directly
with customers as against top-down or filtered media (like news, advertising)
? This is the advantage of internet media
CLEARLY DEFINED ROLES
?In the future, each media will have a
specialized role ?For example, an ad showcasing a lot of features may be a print ad ?The TV ad for the same brand may create an emotional connect ?Internet ads may be used to target a specific consumer ?Blogs and communities could be used to create opinions
Print Media - Trends
? Print media is still profitable in India ? Dailies and periodicals still commanded 47.9% of
overall ad money in 2007
? Revenues have touched on all time high of 8470cr.
mark registering 21% growth
Print Media - Trends
? Some of the trends in print ads
? Special interest magazines ? Editors & publishers trying to line-up readers by
offering niche titles. E.g. ‘Prevention’ from Living Media Vogue, the High Street lifestyle publication from Conde Nast group Dare, targeted at young and aspiring entrepreneurs from cyber media
? Niche publications – supplements targeted at a
particular segment, international publications, specific magazines are becoming important for targeted advertising
Print Media - Trends
? Unlike the west, print media readership is not
declining in India
? For calendar year 2007 newspaper advertising was
Rs.9,290 cr (18% growth over 2006)
Print continued to attract the largest share of advertising spends, mainly attributed to rise of the tabloid and regional focus
? Indian publishers are launching niche magazines -
across News, Fashion, Travel and Health. Well-known foreign magazines like The Economist and Vogue were launched in India
Future - Print Media
? A spate of new launches in the near future – niche
publications, non-news magazines
? Indian media laws restrict foreign equity to 26% in the
news segment, but allow 100% foreign equity in nonnews and non-current affairs specialty magazines
? Even some years down the line, print media will hold
it’s own as an advertising media.
Television
? Regional Channels ? Newer entrants with newer format ? Twenty - twenty world cup ? Distribution (mobile content), cable and satellite
growth have ensured that Television media remains on top of the advertiser spend.
Future - Television
? Reality TV will stay here for a while ? We tend to follow trends from the US ? Reality TV has a lot of people’s eye balls ? It is going to be huge for the next few years ? There are dedicated channels for reality TV in the US
and this may happen in India
? A lot of advertising will be tied up with reality shows
? Television advertising - no longer about creativity ? Based only on what consumers want to see ? Gospel Theory - bombarding people maximum
number of times so that they start believing, TOM recall
? Advertising - aggressive now - passive advertising
doesn’t work anymore.
Sports on Television
? Advertising in cricket is giving a lot of results and it is
being exploited fully ? The Sony network is surviving only because of IPL, which bailed them out for the whole year ? Other sports which may become big – football, Formula 1 ? Formula 1 already has a good viewership ? Tennis has a niche, mostly upper-class audience
Radio
? Radio’s share of the media pie 4% in 2007 ? Increase in number of stations and listeners ? Over 240 private FM stations ? Radio Mirchi, Radio City, Big FM, and My FM operate in
many places ? Good way to reach the many people who commute
? Local nature and content integration make it a cost
effective medium for advertisers.
Future - Radio
? Radio market expected to grow by 50% touching
Rs.900 cr. by the end of 2008
? Proposal to change the unit for private FM radio
broadcast licensing from city to district
? This will help advertisers in tapping hitherto
unreachable semi urban / rural India
? Thus it will continue to grow in importance as a
medium
Out Of Home
? The Indian OOH market is expected to reach Rs.1,700
cr. in 2008
? Top 5 metros constitute nearly 75% of the total
spends in OOH advertising
? Thanks to the rise in local travelling time and the fact
that people are spending time outdoors (malls, cafés etc), OOH will continue to see a good growth.
Future – Out of Home
? Hoardings are being pulled down in places ? Out of Home will become more targeted towards
specific locations like malls, cafes, multiplexes, etc
? It will also become more sophisticated and high-tech ? Segmentation is taking place even in OOH. Eg First-
class platform
Out Of Home - Cinema
? Cinema advertising - cost effective and delivers the
right impact ? Effectively showcase their brands against an entertainment backdrop ? Access the star power that drives consumers to theatres ? Audience in a closed environment with full focus ? Mind is in a free state and their receptivity to brand messaging is far greater than as compared to any other media
? Modern cinema twisted into hotspot for marketers to
place messages ? Advertising in cinema halls today is not limited to onscreen slots ? Translites - Glasses covered steel frames adding glamour to advertisements ? Branding on doors of halls ? Tickets today tucked inside a branded paper envelope ? Brand messages are swiftly passed on to the prospect by way of pamphlets ? Campaigns like ITC, LG, Pepsi, UB Group, Tata Motors
? Standees (stand wearing a catchy brand message,
outside the hall or at the lobby) ? Live events outside a cinema hall ? Floor ceiling is a recent concept that is going to attract takers in multi-screen atmosphere ? Today every inch of space is crucial for marketers in the multiplex
? Danglers in front of food and beverage stalls ? Scrollers carrying moving ad message ? Branded kiosks - direct interaction with TG ? Exits and emergency exits ? Cinema advertising - 8 times more impact than
print, television and radio ? Clutter-free environment, most importantly, high recall value amongst viewers
? Only washroom are yet to be explored and may be
ads would peep in them too!
Digital Media
? Digital media comprising Internet and Mobile is the
fastest growing medium in the country ? However it currently accounts for only 2% of total media spends ? IPTV entry might give the much needed boost to digital media. Internet, Search and Mobile services are expected to grow in 2008 by 60%, 80% and 60% respectively
Internet Advertising
? Online advertising industry was 150-175 crores in
2006 and growing at the rate of 50% ? Largely restricted to a few websites like Indiatimes, Rediff, Yahoo India, Google India, Sify, Money control, MSN India. ? Advantage - low costs for smaller companies who cannot afford the major mediums.
Contd…
? Mainly two types
? search advertising – facilitates tracking of
performance based on clicks ? banner advertising – can be intrusive ? Social networking advertising - ads, communities on Facebook and Big Adda ? Initiatives like Sunsilk gang-of-girls ? In-game advertising happens for internet games ? Zapak is one of the Indian companies which specialises in in-game advertising ? In game advertising – EA sports advertises in their games various products ? Second Life has started a new craze of advertisements. The use of a virtual world has proved to be successful. Big brands have bought space on second life and sell exclusive designs.
Contd…
? Lot of regional language online papers get increasing
hits
? People want to read local news in local languages
E.g. Readers of Kannadaprabha.com, the website of Kannada Prabha, want to read more news from Shimoga, Belgaum, Hubli, or Mysore
? These may be a good location to advertise
Ads spend growth (Fig in Rs m)
Total Newspaper Magazine Television radio Cinema Outdoor Internet
2007
274,342
131,550
13,159
104,242
5,260
3,291
13,640
3,200
2010
417,629
186,736
29,037
157,866
6,740
6,136
17,038
14,076
% Change
52%
42%
120%
51%
28%
86%
25%
340%
Mobile advertising
? One out of three mobile users access net in India ? No. of people accessing net through mobile is
increasing rapidly ? In India, Oxigen is an integrated value added service provider for mobiles ? They were involved in the ‘Sprite kholega to bolega’ campaign ? Unilever had a similar contest for Cornetto which was scratch and win ? Rewards in such promotions could be virtual credit on cell phones under Oxicash scheme or even things like free ringtones ? Viral marketing takes place on mobile phones via Bluetooth where all Bluetooth enabled phones in a
Future
? With 3 G and WiMax coming to India, mobile
advertising will get more sophisticated ? In China and Japan, current technology allows movies and TV shows to be streamed to cell phones ? Viral marketing in targeted places eg. Sports stadium, cinema halls, etc
Thanks!
doc_104153506.ppt