advertisement is not all

Quality is what that counts at the end of the day. All that comes out at the end is the finished product and it is directly proportional to the kind of raw materials used in reachin it - ample research, study, analysis, brain storming and of course insight into the product & service.

When we have a job at hand, we try getting in the skin of the job - going through the intricate aspects of the requirement from us, what the product is about, how that makes up for the demand in the market... how to heighten the sales and continued brand retention among the target audience.

Now what is an advertisement... definitions are many ...dime a dozen, but the best definition is the one that is visible to all of us when the product is up in the market and people have the immediate association with it. A personal rapport that a product builds with the end user. And that speaks for the success of an advertisement.

I still wonder why I said to the grocer that i wanted surf and he queried which surf meaning tide, excel, rin, ariel, nirma, henko, ghadi etc.how come he queried wh... hell surf is itself a brand of detergent powder. such is the association with the product that the brand itself becomes the segment's name. Similar is the case with photocopier machine, so frequently we use the term - do the 5 copies xerox - now that is called success ...

These are some of the blatant success saga, however, there are quite a few brands that are well positioned, yet they have inlaying flaw...take for example - 'thanda matlab coca cola' well that's right thanda means coco colas, but yet when we go ask for thanda we don't get coca cola, instead the boy asks 'kya chahiye pepsi, coke, mirinda???...etc...' thus we see the ad campaign of coca cola may be a block buster, yet it failed to position itself as intended and thus thanda though mean a cold drink it can never be only coca cola.

The biggest challenge for any ad person is to break in the end user's mind and his purchasing quotient. At the end of the day, the creative you come up with may win you some high profile laurel, yet you may fail to elevate the sales.

Market is agog with ads that look into ur face and demand your attention and surely u allow them some. But how ads cave in ur purchasing demand is still a mystery. The best ad is done by your neighbor or ur friend who saw that product in the market and somehow out of compassion or just adding u in the trap of falling a fool as he did earlier, recommends u and u true to human nature go and buy that. So who is ur brand ambassador - the srk who flaunts Belmont suits or look flummoxed before the nexgen hero of 'my can' - it's jay or rohan who instigates his friends to try the product.

And advertisement as is the vocation, more often just sit on the purchasing fence of the consumers going gladiators warring the hordes of ads, culling our what they need and savour the ad -ventures!