Friday, March 28, 2008

HAS entertainment EDGED OUT “SELLING” IN AD-LAND ?

Snowed under with ads hysterically sold on entertaining, MONOJIT LAHIRI wonders whether there’s been a slight confusion in priorities!
Man, its one hulluva time in ad-land! Today’s ads (especially TVCs) are mind blowing… Splendid examples of riveting audience engagement, carefully crafted and designed to woo and impact a promiscuous (and forever) distracted viewer-base with the (ominious) ‘remote’ always at their fingertips. “Our job in these scary competitive times is simple: delight and surprise,” explains a Mumbai based hot-spot maverick (with his drooling, devoted acolytes, nodding energetic approval). “Not bore the pants off them with grim and boring product facts or figures. That will only inspire. zzzzzzz!” Adds another pony-tailed member of thead-frat, “Times have changed. The world is on a perpetual and frenetic fast-forward. To catch the flirtatious eye of the prospective customer, one has to be unique, special and different. In this backdrop, ‘entertainment’ is the acknowledged hot-line, the great leveller… Films, songs, books, events, happenings, news – we borrow and spin-off from any and everything that promises visibility, noticability and stopper value. At the end of the day, in this crazy clutter, grabbing and freezing eyeballs is the name of the game, baby-cake!”

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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