The role of advertising in today’s world assignment

Eg. Santoor soap ….. Young mother. [pic] The advertising, more than anything else is central to what the brands stand for. Unilever has laid out principles for great advertising. It focuses on the pursuit of the ‘ Big Idea’ supported by advertising properties to build brand equity. Positioning simply stated as ‘ an idea’ a brand represents in the minds of consumers. Eg. Sunflower cooking oil ‘ the healthy oil for healthy people’ Let us look at the essential elements that go into brand building: – First of all a brand has a name that distinguishes from other products in the category. It then has a set of physical and psychological attributes that combine to create a personality of the brand. This personality develops over time & comes to provide a value to consumers that are greater than the value that the physical product represents to its consuming public. Eg. Liril, gel toothpaste, Red & White cigarettes [pic] Advertising is a key element in the brand building process. It is the means through which a brand is first introduced to the consumer. It is also, as mentioned earlier, the means through which a relationship between the brand and the consumer is built.

So advertising and communications are about building relationships. Advertising is an invitation & promise. There’s something of the instructive and of the rational. It sets up a bond which holds the user and the brand together…. It happened to me when I use Tribhuvandas Jewellery. But this friendship will not survive unless there are common values, interests and goals. That is why motivational research is done. Every brand advertising should communicate a key brand idea. The consumer should be able to sum it up in a word. Suppose you ask a consumer to play a word game. I say Reliable and you say ‘ Volkswagen’, Safety and you say ‘ Volvo’ or …? Kodak and you say ‘ Color’, Gillette and you say ‘ Shaving’, Thumps up and you say ‘ Refreshing’ and so on Think of some more Indian examples. The word summarizes the equity of the brand, created by advertising. When you can’t think of a word for a brand you are looking at a brand about to be in trouble. The advertising should be the brand not advertising that is about the brand. Too much of advertising we see is a commentary on the brand. It talks about the brand. Now look at Garden Vareli advertising or Gwalior suiting. It represents in a seamless, irresistible way the essence of the brand. pic] So what is a brand? It certainly isn’t a product through we often interchange the two words. Does the word ‘ cigarette’ posses the same power as ‘ Wills Filter’? It has the ability to generate revenues year after year; it has the ability to command a higher price; it could provide a strong platform to launch new products; it gives you leverage with distributors and retailers. Take the example of Onida. [pic] This in short is the sum total of the relevance of advertising. It shows the bottom line, which is the sole purpose of existence of a business and its products! [pic]