Advertisements are notorious to show the classier side of life in brands!! Idealistic in behaviour, these ads acn at best mislead leading to a blur of the reputation of a brand. Like wise, the same methodology can be used to reverse the effect!! Advertisements are mere communications that a company presents to entice consumers. If the comapny presenting these ads is notorious by nature, it will show in the first look at the product or the brand. Generally these ads are made with minimal budget, there is virtully no class in the content and neither are they effective. They act as a mere showcase of a product. Consumers, smart as they proclaim to be, at times can be gullible enough to fall prey because they have seen a celebrity endorse the brand and hence the product. These are the visible things that a consumer needs to understand. Hero Honda has been using icons like Saurav Ganguly, Hrithik Roshan etc to endorse the Dhak Dhak... did they use a Celins Jaitley or a Sophie or even Preeti Jhanghiani??? No. The levels that the brands want to portrya will show in the content of the ads. So people should be smart enough to understand the same and judge the product / brand accordingly.
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Harshada Arvind Cheulkar, Graphic Designer prepress, Ebenezer Printing House
| 05 11 2010 11:48:04 +0000
You have accepted it can induce trials.... so it is not firm. Today everybody think through ads they can achieve. But in reality it is not so. The strategic appeal in the ads may help to attract the customers and it can not deliver the goods. The ads are sugar coated medicine. When the ads fail to deliver what the customers want, the purpose of ads are defeated. On the contrary it will create aversion among customers/general public. There are some ads for toilet soaps and portray that the soaps have the ingredient of siddha medicine. Is it true ? Not only the soaps ads, but also others. Moreover, excess of money to the tune of lac and crores have been spent on ads.Consequently, the selling price of the products is hiked and further the quality is also lowered. Gentlemen you know the manufacturing cost of H.o.r...... per kg. At what rate we are buying... Similarly the coke per bottle... we can give more examples.... You know the best technique in ads... putting old wine in the new bottles.. Please do not mistake me and just I would like to share these...
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NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd
| 02 24 2010 18:39:42 +0000
I think yes Ads can blur the shady reputation of products, people in India believe whatever they see, and in India most of the population is in the bottom of the pyramid they are not so knowledgebale when it comes to the quality of the product and really don't bother about whether the product is living up to its expectations which it depicts in its ads untill and unless the products are cheap and affordable, and most of the time consumers are taken for a ride here, where ads showcase the product as really and good and then there is nothing that one can do, as the BOP has very little knowledge of what they should do if they are getting cheated with the quality of the product.
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Harshada Arvind Cheulkar, Graphic Designer prepress, Ebenezer Printing House
| 02 22 2010 14:59:57 +0000
You are right 100% Mr. Jayant. You have portrayed very well. The contribution from Mr.Makrand is also good. Today certain advertisements for their products have no relevance to their products quality and features, as claimed. The advertisements are sheer appeal to the audience with a view to catch their attention only. Very good contribution from both of you. Thanks Mr.Jayant for inviting me to participate.
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NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd
| 02 20 2010 17:54:36 +0000
I think yes Ads can blur the shady reputation of products, people in India believe whatever they see, and in India most of the population is in the bottom of the pyramid they are not so knowledgebale when it comes to the quality of the product and really don't bother about whether the product is living up to its expectations which it depicts in its ads untill and unless the products are cheap and affordable, and most of the time consumers are taken for a ride here, where ads showcase the product as really and good and then there is nothing that one can do, as the BOP has very little knowledge of what they should do if they are getting cheated with the quality of the product.
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Jayant Vishnu, Art Director/Sr Art Director, Creative
| 02 20 2010 06:43:47 +0000
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I tend to agree with Ms. Priya..an intial sensation can be generated by strong ad campaign, but the finally the product / serivce has to live up up to the expectations associated with it. The risk is, stronger the campaign, more is the level of customer expectation. If there is a failure, w.r.t the level of expectation, the product image is mauled. Whether a product can recover from it is another story...but definitely advertisement is NOT the end all of everything.
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PRODOSH SEN, Heading Design and Quality Assurance in Project Management Vertical, ITC Limited
| 03 04 2010 05:57:52 +0000
Advertising can induce trials for the product for limited number of time but it can’t change the shady reputation of products untills and unless product deliver quality that been promised in the advt. Advertising can create change only when product delivers its best. People want 120% satisfaction for every purchase, may they be from any class of society.
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Himanshu Jha, Head/VP/GM-Client Servicing, Crayons Advertising Limited
| 02 24 2010 04:53:57 +0000
Frankly, ads might get customers to buy products with shady reputations, but eventually it will help to kill the product; because it might have hyped the product so much that dissatisfaction in usage or consumption will disastrously affect the reputation.
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steve adom, Freelancer, Freelancer
| 02 22 2010 13:46:58 +0000
I agree with vijay that ads can generate interest among the customers and as a result sale can go up in the short run but if it fail to meet the expectation level people will stop buying that and shit towards the better alternative available in the market.- Sayantan
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sayantan das, Operations Manager Metro cash & carry India Pvt ltd.
| 02 22 2010 13:42:58 +0000
The people today are more aware of the daily stuffs they use. an ad is just a means to introduce a product and its work ends there. people use the product according to there needs and afford limits. even after knowing the best one among the product the people belonging to low class will choice as per there afford limits. moreover i would like to explain with an example of a shampoo normally we use. different people use different shampoos . that depends only on the product that suits them. it is neither the ad nor the price tag that let the person to decide what to use. if one shampoo suits them they believe that other is a bad choice. this is how people analysis the shady reputation of the product. the big companies launch the product keeping in mind to lure the attention of the people and let them know how good is their product . They will never hinder the reputation of there company by launching a product that has adverse effects. the ad is just a starter .
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Shilpa Gote, B.Tech/B.E. student, Bhilai Institue of Technology, Durg
| 02 22 2010 13:29:12 +0000
Adverse advertisement is very rarely found because the management sees all the pros & cons of the content & probable effects in the long run.
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suhaschandra deshpande, Marketing Associate
| 02 22 2010 09:43:07 +0000
Though the advertisement can blur the shady reputation of products but this blur dont exist for a long time. As we all know that advertisement is a source of creating awareness of products in the market, their existence and features but advertisement cannot make the customer experience the quality and durability of the products. These can only come into limelight when the same is consumed by the customer and experience it. So it can be clearly said that to get a product success in the market apart from right advertisement of products, the products should have the features and right quality to get acceptability otherwise the cloud of advertisement will get scattered and ultimately at the end of the day there will be rare customers to buy and consume it, which results to less sale, loss in business and ultimately dropping the products from the market.
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Javed Akhtar, Sr. Executive - Logistics, Keventer Agro Limited
| 02 22 2010 06:45:50 +0000
Agree with Mr.Vijay, as all learned marketers and advertisers are well aware of the Mgmt Jargon- “ATR” that is Awareness, Trial and Repeat. If the Product does not have a sustaining capacity, by Creative advertising the sales can achieve the first 2 tiers only once. But when it will be tried and tested, if the Product fails, no consumer will bother to come back for it again. The saying applies very well For advertisers-“You can fool All the people, Most of the times, but Not Always.”
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Shiuli Mukherji, Head Strategy Plan- , Region SEA
| 02 22 2010 03:56:27 +0000
A consumer can be fooled once or twice but not every time. An advertisement can create a good imagery for a product but the test of the product lies in its ability to deliver what is promised in the communication. If the product fails in this aspect it can never succeed. There are so many brands that are sold through schemes 1+1 free but the consumer is very intelligent she saw through this gimmickry, products closer to expiry were pawned off in the 1+1 schemes. Today, she double checks all the purchases she makes. Ready made shirt brands have schemes like buy one and take ten free - if you check the price of that one shirt it compensates for the other ten that is given free. For every successful product there are at least 10 duplicates available which get sold off to the consumers in the bottom of the pyramid. This creates a major blur for the main brand, because you do not have control over duplicates. Two years back there was launch of a cool soap from a famous company – the advertisement had all the imagery associated with cooling. It never picked up in the market because the sensorial benefit was missing in the brand when consumers tried it. An advertisement can only generate curiosity and awareness, the brand’s success depends on its ability to stand upto to the consumer expectation.
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Suryakumar Sharma, Consultant
| 02 21 2010 15:03:27 +0000
a bad product will fail no matter how well you promote... and bad advertising can fail a product, irrespective of whether the product is good or not.. thanks for the referal Jayant
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Priya Varadan, Independent consultant, Self employed
| 02 21 2010 14:42:45 +0000
Advertisers'd do every thing to entice the target audience magnifying every feature to as many times as one can or rather with some touching or emotional aspect. So, as the Makrand suggests there can be more conspicuous attempts. There are many products like some food products for children. I don't know what harm they do to them but certainly are not good for health, but are sold like anything & have their presence from malls to most remote villages. Yes one can have sale saying things that can not be justified in one or other way but the reputation is restored or got more blurred its a matter of question for me at least... Thanks for referral Jayant.
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ujjval jain, Retail, Retail
| 02 20 2010 12:17:08 +0000
Ad creaters tried their best to blurr the shady image of product....same time they exposed their reality...best example is lifebuoy preventing spreading of H1N1...whereas H1N1 mainly spread through air... I may be wrong..if I did not collect your question rightly...
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Nitin M Aras, Head/VP/GM-Tech. Support, ODTIN Food Solutions Pvt Ltd
| 02 20 2010 09:17:04 +0000
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