A few days ago, I got a message reminding me to recharge my DTH account. While I was recharging, I realized something startling. My package had some 400+ channels. What an amazing amount of clutter.
We live in the age of clutter. Reaching a consumer was relatively easy in 80s when you had one TV channel, few newspapers and a couple of radio channels.
Today there are more than 600 TV channels, 400 Newspapers & Magazines, 300 Radio channels, Omnipresent OOH, 10000 Cinema Halls beaming more than 40000 ads per week. All these ads are full of clichés, benefit clichés (e.g.- all shampoo ads have same benefits being promised to consumers), technology clichés, range clichés, promotion clichés, making them a blind spot in consumer’s mind. Misappropriation of brands is the biggest challenge that a brand manager faces today.
So, the challenge is how can advertising create an impact in consumer’s mind and be persuasive enough leading to purchase of the brand.