Cricket Match … Millions of Eyeballs … Spam Marketing – How to Ensure that Your Brand Acquires Junk Value?

by Vinaya HS on April 1, 2007

in Business & Management

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In marketing, it is said that one of the more effective ways to ensure brand (or product) recall is to bombard the consumer with repeated advertising. There’s a limit to bombarding. That’s a basic fact which seems to have escaped the minds of marketers who are advertising during this world cup. Viewing the ICC World Cup 2007′s telecast on Sony’s television channels, I have already begun to hate these brands: Aditya Birla Group (what a pathetic excuse for an ad), Rin (aka. Surf Excel), Nokia, Motorola, Hero Honda, Hyundai Santro Xing et al.

Their idea of bombarding is to slap advertisements in your face at five-minute intervals. The first time I saw the new Nokia and Motorola ads, I was impressed. The 100th time I saw the same ads, I was swearing. Agreed, you need to advertise in multiple slots to reach a broader audience. But advertising (the same ad) in between every over and every wicket, or simply whenever you get a chance (player limping off, ball being swapped, etc.) is overboard. There are better ways to spend all that marketing money.

What do you think?




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{ 2 comments… read them below or add one }

LittilGurl April 2, 2007 at 10:18 AM

I am all for a separate advertising channel so you can see all those commercials only if you volunteer to do so.

Alternatively, the “very smart” I&B ministry can “ban” more than 2 ads per 1/2 hour slot. And get rid of scrollers altogether!! (that stuff that occupies half the screen so all the people look like they’re only wearing tops ;) )

Goutham April 3, 2007 at 3:51 PM

SRK has probably reached the heights of sarcasm in that Sandtro Ad. He epitomizes the immature Indian attitude towards cars with that song of his with Preity. He understands an aveerage Indian too well!!!

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