Pepsi or coco cola, everyone has a choice,
but have we ever looked into why we are actually drawn towards a particular
brand. It’s a secret but not that big a one that might pop eyelids out. The
basic idea to CONNECT with the customers in the most personal in your face way
so that they catch your attention and bury the product so within our
subconscious that at the first mention of washing powder we say “SURF”.
Advertising has been around for a long
time, from word of mouth and sign walkers from the mid 19th century
to TV, Radio, Internet advertising of the 21st century. The ratio of
products in the markets to actual products preferred in a market is neck to
neck and therefore success of a product is highly defined by its market
segmentation, and market share, and to key in both essential aspects of a business ,advertising has become the make
or break component. Offers about products, announcements, launches can all be
easily communicated through any advertising scheme, but since advertising
schemes are public they tend to become monotonous and so arises the age old saying “kuch hatke” to
create such a big bang that the product being advertised has maximum exposure
in turn creating maximum interest that can turn into sales.
One such new avenue of advertising being
explored is human billboard advertising , popularized by the amateur boxer
Billy gibby aka billy the billboard. His main aim at first was to be a boxer
and earn money and have his share of fame but things for a boxer are never
pretty or perfect and in his desperate need to pay off certain bills he started
donating blood and even a kidney, this took a toll on him he knew he needed to
find another way, and one day it struck him, in one of his boxing matches billy noticed that his opponent
had a tattoo on his back advertising a certain website, billy the billboard decided to approach the company and offered them a
permanent tattoo on his back. The idea sold, and in no time, billy was strapping
on his boots and getting into the nearest tattoo parlour to get on a new brand
name to advertise to help him raise the extra buck .
It sounds painful, but it was unique and a
win- win situation for both parties an extremely rare case for businesses to
find. Now billy earns 20000$ for an advertisement at maximum.
Billy is only the start, young advertisers
looking to pull out innovative products look into innovative ways to advertise
them, group image advertising where a group of people create logos, theme parks
recreational places showcasing the product logo, product itself etc are being
explored.
Products due to technological advancements
and globalisation are produced on par with competitors and to sell products advertisements
are being seen as final frontiers. Therefore the saying throwing a stone in the
water made my mother look but banging the stone on the glass table made
everyone look.
Muzayna Naqeeb (edited by Madeeha)
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