Cricket World Cup – Come, advertise all over(s)!

Let’s call this a game… Just count how many ads you were able to spot while watching the telecast of ODI cricket world cup match between any 2 teams… It covers all the advertisements that are shown in between overs, within an over, in the replays, during drinks break, during an injury, after a batsman is declared out, during the 3rd umpire decision… in short, wherever you could notice… it includes ads displayed at the boundaries, hoardings, banners & don’t forget the players’ uniforms/bats & also what the commentators say in the background! 

Now, you know what I meant…! Of course, why should anybody actually count all the ads…? Come on, we are watching a game of cricket here… it would definitely ‘irritate’ with all those ads creeping and sneaking on your TV screen desperate enough to catch your attention. It would be better if advertisers start earning consumer attention rather than bombarding them with ads anywhere & everywhere on the screen while the match is on…  Okay… now being the consumers that we are, we know that we are advertiser’s targets & that we rarely can escape ads… so, what do we do? Either you just take what you want & leave the rest of the clutter OR raise your voice & let the ASCI/concerned authorities know what is unacceptable.

Most will think of ignoring them but think again… these ads can do wonders by working at a subliminal level & advertisers know that. This is precisely why Cricket is an enormous playground for ads where brands attempt to compete, capitalize, contest, capture, captivate, conquer or simply charm the consumers. Yes, ads can bring in consumers who are annoyed & put forward their grievance but like it’s said, ‘Consumer memory is short-lived’ & they can be forgiving if they feel they are not taken for granted.

So now, the important question is “whether it’s about Cricket, Channels, Commercials or Consumers?” By the way, who will figure this out? The GAME is still on…

Ads – what do they mean?

What is an advertisement to an ordinary consumer? Whatever definitions given by Sir Philip Kotler, other marketing guru’s or any other authority, for a typical consumer, it’s just a message – with or without words, that’s delivered and for which the result maybe favorable, unfavorable, neutral or simply nil.

All of us live with ads because we are exposed to so many of them in so many ways that we chose to ignore some or we may not even realize that they were ads tossed at us.

Some of you maybe fed up with ads while some others may see them as entertaining particularly TV commercials. But, do the advertisers want their ads to be entertaining or bring them the profits in terms of higher sales?

Are ad makers playing with words by constantly changing tag lines, punch lines, brand logos, symbols, design, jingles and other ad appeals that may or may not involve words. For example,consider the following two ads of Apollo Munich Health Insurance seen on hoardings at prime locations – (& their tag being ‘Let’s uncomplicate’)

‘You’d rather watch a flop movie than think about a health insurance’ PAUSE. Think about it.

‘You’d rather read today’s horoscope than think about a health insurance’ PAUSE. Think about it.

Well, if I were to analyze this above textual content, I would say Insurance esp. in India is not at all an easy buy. Most people have to be pressured to take insurance. So, they would probably agree that they would watch a movie or read horoscope than think about insurance. The “AD Message” only says to think about it & consumers may think or chose not to think. There is no initiative for any decision. Besides, “Let’s uncomplicate” could be replaced with “Let’s make it simple.”

As an academician dealing with marketing related subjects and also as a consumer, the above points are  just my observation although the ad makers may have their own views & theories to support the ad message.

There are so many more ad messages out there that can mean anything to anyone. Its all about perception and the magic words that create a positive/negative/neutral effect. Will share more insights on advertising in my successive blogs. People may love advertisements but I love advertising… its fun and quite a learning.