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This very insightful article by Professor Jayaraman talks about brands and the power they hold on the customers. I believe that the 21st century has many choices for marketing communications to offer. Though companies still have access to traditional tools, such as newspapers, radio, and television, but at the same time, they also have a wide range of online tools, including social media. The questions here are how to make an effective advertisement? How to get the attention of the public? The article is presented with some very good examples. Jayaraman sir has rightly said that “power of an ad is in its characters, those with whom the public can identify”. Take for instance any advertisement that you can think of from the back of your mind and the one thing that will stand out is the connect it has been able to establish with its target audience. You are expected to get through to the audience and engage with them. We can take an example of Mr. Amitabh Bachchan, he has been a popular choice of brands, which want to build rapport with consumers. His advertisements on the “polio eradication program” have been very successful. But over time I have realized that though the advertisements are sometimes a bit difficult to comprehend, but still, they are the only ones which are required to put a long lasting impression on consumers’ minds. In the end, I would like to say that the advertising trick in question here focuses on the benefit the advertised product is supposed to deliver.

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