Roadblock advertising assignment

A creative Indus elegance that a smart media planner chose to capitalist upon by acquiring the telecast rights of a full-length feature film and airing only these commercials in every break, so that the viewer got the whole message about he range at one go. That roadblock worked magic for the media planner’s reputation but did nothing for the sales of the brand. Every Brand needs a strategy, in order to win results. It wasn’t until the fall of 2007 that the roadblock re-appeared with a big bang.

Avoidance reportedly spent upwards of RSI 10 core to announce its name change to the world, using a range of short and long commercials exclusively in all breaks, both vertically and horizontally. The jury is still out on whether the exercise was an overkill or not, and whether it really required all that money, especially when an arguably more effective way would have been to welcome every subscriber to the new service with a simple and free SMS, which purportedly the company did not do!

Justifying the cash spent on the advertising war front, as result we have witnessed a huge rise in the awareness for the Volkswagen brand with in a very short time periodic the country’ post the campaign. A part from increasing the sales of the new beetle, Torture the lagoons brand receive a huge number of internet hits, which clearly signifies the rise in the brand awareness for the Volkswagen brand in India. Infant, the campaign has also resulted in huge motivation amongst the dealers and employee of the company. Road block advertising can be segregated in to two broad categories- a.

Vertical roadblock b. Horizontal roadblock Vertical road block is when a particular media network (a channel or a newspaper) is blocked by the marketers for a single day, it can take the form of ‘ day associations’ to work wonders for a brand and its essence, thus levering impact not just by hogging up all the inventory, but also by fitting in with what the brand stands for. Bingo worked with MAT to sponsor April Fools Day this year, turning it into a Baker Din, so much in character with the brand’s irreverent whacko persona.

Now that’s marketing the king khan films in king sized style. Road block ads work well for a brand, but not for a company which use it for multiple brands. Talking about the evolution of the Roadblock in Indian media, we do expect some innovation in the format overtime; one possibility is we may see a road block on a channel wherever the anchors and characters in the various shows, talk about the particular brand the entire day, but in the present time, the very difficulty of implementation and the cost associated with the plan pose a huge challenge to marketers.

Convincing the client for the roadblock in very difficult because it need lot of muscle since a 100-200% premium on aroma ad-rates need to be spent to block a media vehicle. Roadblock advertising on Internet When advertisers and advertising agencies are tasked with reaching mass audiences online, many undertake roadblock advertising because its an effective tactic for gaining user attention and engagement. Roadblock advertising allows advertisers to own 100% of voice for a given period, usually a day.

Its important in your advertising messaging to communicate the saving consumers can expect as well as when the sale finishes. 4. New Wine Release No matter if it’s a new wine label or wine vintage, reaching millions of wine consumers online can have a massive effect on sales. Imagine if your new vintage wine release sold out within days of being released onto the market. By undertaking a roadblock advertising campaign around the new wine, why it’s different, how it tastes would definitely create brand awareness f the product. 5.

Consumer Packaged Goods Luau inch When launching a new product onto the market it’s important to undertake wide reaching media to capture the attention of consumers and most importantly your product evangelists. So if it’s a new dishwasher detergent, tomato sauce or cooking oil which you are launching roadblock advertising is a great way to get the message across. 6. TV show In the hours leading up to its airing of a new TV show or a well know returning season, roadblock advertising online can be used to create awareness with possible viewers Of the show.

Ad networks are a good choice for advertisers interested in running roadblock campaigns as well because they make it easy for media buyers to place the ads across multiple sites. Advertisers like Toyota have used local site ad network and technology reviver Centre to easily place their new model auto ads on 140 different sites across the Web. The modern-day roadblock can also be limited to a single site, and even a single ad on a page just as long as it provides complete share of voice.

Recently, pizza chain Papa John ‘ s ran a roadblock ad on Backbone promoting a free pizza for every user who became a fan of the brand on its Backbone page. Thanks to the home page ad and an associated e-mail campaign, Papa John’s garnered 131 *000 new fans in a single day. As of March, it was the second fastest-growing brand on Backbone after Olympic swimmer Michael Phelps. Always ready to deliver with great home page campaign creative is Apple, and the brand didn’t disappoint with its March roadblock for the new 17-inch Macho Pro on Anytime. Mom. As reported by Click, the ad was a study in page integration while managing to grab the user’s attention. That it coincided with related new TV spots was also a savvy move, creating a cross-media roadblock that effectively alerted consumers to the just-launched product and generated excitement about its features. Roadblock ads leave the door wide open for advertiser creativity and when you’re catering to millions and delaying their access to site content n the process, your stuff had better be darn good.