Advertising has a direct impact on viewership of television channels, said advertising guru Alyque Padamsee. |
Speaking at an interactive session organised by Merchants' Chamber of Commerce (MCC), Padamsee emphasised the importance of advertising saying that television channels will lose viewership if they air boring advertisements. |
"Advertising must be entertaining or, it will be ignored", he said. However, he also cautioned that in today's era advertising must tell truth, failing which the impact would be adverse. |
He cited the example of the central government's "India Shining" campaign and said that if the government failed to deliver what it promised, it would have a negative impact. |
He pointed out, while the people in the urban areas felt the shine, the rural areas were clearly out of its ambit. |
One of the strategies that the brands could adopt was to establish a strategic personality. |
Padamsee said, in the US, an average American sees 3,500 advertisements but, remembers only one or two advertisements. |
To make a dent in the clutter, Padamsee said, the connotation of USP (unique selling proposition) must be redefined to unique strategic personality. |
Some commercials could be serious but, entertaining. "Advertising has to change its avatar" he said. |
Padamsee commended Aamir Khan's Coke commercials and said that before the commercial was made, the brand was endorsed by so many celebrities that it had become difficult to identify the brand with a single ambassador. |
The newest medium being used by advertisers was the cell phone. Retail outlets had also become entertainment zones, he added. |