‘When times are good, you should advertise. When times are bad, you must advertise.’ Though some marketers were not swayed by the logic then, they have now realised that the fastest way to set things right is with a powerful dose of a great advertisement

An interesting billboard went up in Manhattan in New York a few days back. The advertisement showed Oracle President Charles Phillips posing with a lady named YaVaughnie Wilkins with a quote below the picture that read, “You are my soul mate forever.” The only problem was, Charles was the only person who knew not that he would be featuring in this ad; for it was Ms. Wilkins – with whom he had had an eight-year long affair – who had decided to make things public after he dumped her! She even put a website address on the billboard: charlesphillipsandyavaughniewilkins.com where, if you wanted, you could check out the couple’s snaps, letters and cards sent to each other! Be it an interesting advertisement, adultery or advertisement of adultery, if done well, they never ever fail to capture the attention of the world. Last year, a lot of companies lost faith in the power of a good advertisement; and due to very bad times, a lot were forced to cut down their advertising budgets. But the fact remains, even though advertising is the tip of the whole marketing iceberg, it’s a very important tip nevertheless. And everywhere, companies are once again putting back their faith in this medium of marketing. For like Ms. Wilkins, they realise – the fastest way to set things right is with a powerful dose of a great advertisement.

Recession or no recession, all gurus preach that marketing budgets should not be cut. They could be channelised from one stream to the other. Sure, tough times demand decrease in advertisement frequency and increase in use of other marketing efforts like direct marketing, which give more immediate sales impact.

However, nothing builds brands stronger and faster than ‘correctly themed’ advertisements; and this year, a lot of companies are doing just that. Not surprising then, that most researches this year are suggesting an increase in the advertising expenditure by 15-20% in India.

One of the first to join the bandwagon is Naukri.com. Remember its Hari Sadu advertisement. He is back and Naukri says it’s OK to call your irritating bosses names, for jobs are back and you can now switch once again. So fear not and express yourself! The underlying message being bidding goodbye to recession. The ‘bad boss’ brings ‘good news’ this time.

‘Hope’ is the new mantra for attracting consumers this year. Federal Express has launched a new ad campaign this year for India, Brazil, Mexico, Japan and UK, showing the world the power of hope. Its new tagline for ads this year is ‘FedEx delivers to a changing world’. It shows how the economy is witnessing an upturn and FedEx, as always, is one they can depend on to stay in business and survive.     Read More....

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