Brand Marketing & Event Publicity. - Brand Building has been labeled as top priority for every new business that keeps opening up every now and then. The objective is to make as many people aware of the product being introduced in the market so that once it is launched it has takers. In order to have the launch successful, corporate & business tycoons publicize the product prior to the launch by hosting events and asking as many prominent individuals to join in and then having it covered and spread by the media. Once commodities create a stir in the market it is bound to grab attention. Once successful the commodity is eventually branded and becomes a household good forever.
A new marketing concept that has all the possibilities of
being the most effective channel as far as branding is concerned is In Film Marketing.
In Film Marketing is the process through which any product or service that has
recently been launched or is about to be launched is promoted through hardcore
commercial feature films that has a large audience. The idea here is to gather
maximum attention. When a big movie hits the theatre the product enforcer looks
to the movie
production company to endorse the product somewhere in the film so that the
audiences watching it will get an idea as to what the product is. This medium
is effective reason being 1) It isn’t an advertisement that switches of your
mood, 2) It isn’t being aired in television that will make you flip channels
& 3) It isn’t being shown in paper or on a website where you could give it
a miss. Here you are glued to the screen and you are actually watching every
minute detail of it.
The next two innovative and commonly used method used to
brand products are through advertising agencies
and Public Relation
Agencies. Traditional advertising involves promotions through radio
commercials and television advertisements. A popular television soap or a big
major event like a cricket match or a Miss India being sponsored by companies
whose products and businesses are to be promoted. These events have a huge
viewer ship and whenever these shows take a break you have advertisements
thrown in. So after 4 to 5 repetitions it becomes synonymous with the viewer.
Moreover if a popular celebrity publicizes it, it gains more footholds. Modern
day advertising is also done Online. Infact the Online Advertising sector is
one of the largest and fastest growing advertising
concepts globally. The advent of the internet created an opportunity wherein at
any given time you have the capacity to reach out to millions at minimum cost
and effort.
Public Relation
Agencies bridge the gap between the provider and consumer. Their KRA (Key
Responsibility Area) is to promote, highlight and publicize the product as much
as possible. True to their name they highlight every possible activity that would
be related to the product they are out to promote. Be it by holding press
conferences, events and then having the same promoted through media via news
channels is a good way to get popularity. Proper Media planning and buying is
involved. Resources, amount of ad space involved, creative pursuits and so on.
All in all branding businesses and propelling them from one level to another is
the major focus for all promotional (read advertising) companies. The revenue
they garner is high and as a matter of fact the importance, need and rapid rise
of advertising has provided a big competition amongst them.
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