are the Trends in Advertising from a Consumer’s Perspective?
What catches the
consumer’s eye today is the big question. Gone are the days where
consumers would watch a handful of advertisements on TV and hear
some on the radio. Media today is being flooded by advertisements,
campaigns, offers, schemes, voting lines. Every day the consumer
is bombarded with a thousand products, ideas and each seller is
constantly innovating to increase sales, viewership and revenue.
some trends from a consumer’s perspective -
you see nowadays are based on the emotional quotient- the
silent tear, the bond with parents, grand parents etc. The
idea I am assuming is to trigger the emotional feelings so
that a consumer gets emotionally attached to a product or
identifies with the product. This is a growing trend even
for products which would not otherwise show a family sequence
or some emotional drama eg - a bank only focuses on consumer
relationships and how a bank cares and nurtures its customers.
Telecom is getting increasingly dependent on the emotional
Airtel is focusing
on relationships whether it is a husband wife fighting and
making up through sms or a couple fighting over a call and
the guy recharging his phone through sms.
added services are being advertised with an aid of different human
of the Voice of the Youth
voice of the youth is increasingly being portrayed in ads whether
it is anti corruption or youth leaders. Voice of the youth is identified
by lots of youngsters and even the older generation as even in reality
the youth leaders are being spoken about and being looked up to.
Example- HT Ad – Its time now, and Tata tea (jaago re campaign).
Health aspect in
F & B - Health has become
a primary focus. With the current lifestyles and schedules, no one
has any time to exercise or play a sport, therefore increasingly
the focus of today’s consumer is moving to health food products.
Oils such as soya bean and olive oil, 100% fruit juices, brown rice,
organic food are the mantra’s of today. So, most companies are packaging
their products focusing on the health quotient to attract consumers.
For example: Saffola Gold , Arise rice.
consumer featured in advertisements
slowly getting disillusioned with the perfect face, the size
zero figure in the perfect house. It is hard to believe that
such a babe thinks Harpic is the best toilet cleaner and uses
it regularly too!! It takes a whale of an imagination to actually
visualize her cleaning her bathroom and looking like that!!
new modus of ads is to portray a common face, someone with
who a consumer can identify with and someone who can be believed
A product survey
or a competition between different products are filmed and
made to be appear as if a consumer reaction was randomly shot.
It is believable as the people in the advertisements and their
reactions are very candid and appear real. Example
of some of the advertisements are: Harpic
- where a Tv channel anchor goes to a consumer’s
house and challenges that by using harpic her toilet will
be sparkling and no prizes for guessing, he is right!!!Similar
is the plan for Rin - safedi (whiteness)
challenge. Oil of Olay
shows women in their 40’s speak very naturally (without a
script) on their aging symptoms and how by using Oil of Olay,
they look younger and fresher.
Methods - A
new trend is to involve consumers in product development. Pepsi
co is going this way and has launched a campaign asking consumers
to share their favorite flavors which if selected by a panel will
be launched as a new flavor for lays chips. Currently, four new
flavours have been selected and viewers are asked to vote for their
favourite in order to select one. The winner would have the flavor
named after him or her and shall also be getting prizes. This is
a novel concept and quite appeals to the consumer and is really
a brilliant marketing tactics to increase sales. Promotion on bikes,
distribution of freebies, contests, voting are the order of the
or indirect Advertisements
What I mean is that
no longer only a car is shown in a car ad or only a soap is shown
in a soap ad. It is all about indirect ads and drawing parallels
to products and concepts.
ad for the car –Xylo shows women
who are sleek, and who enjoy sleeping and travelling in the car,
the ad seeks to draw parallels such as the smooth curves the model
is similar to xylo and it is as sparky and great. This is a growing
trend and most often a consumer does not know what is the ad all
about till the end. Often he/ she cannot relate the product to the
concept and advertisers should be beware of this and be very wary
when resorting to this method.
promoting Websites/ Ventures through Advertisements -
It is no longer only about product advertisements, a large share
of ad space is for non product promotions. Ventures like educational
institutions, websites such as e bay etc. are regularly advertising
and is evoking a lot of interest in the common consumer.
Contributed By : Lubinisha Saha
Writing Services, India |