Thursday, 5 December 2013

4 I's of advertising

I was watching a crucial cricket match and the advertisers were playing with my sentiments every time the over ended. They flashed the same advertisement again and again, sometimes even between the overs. Now, you can imagine – you'll start hating the product even though it is a good one.

You can take the case of Prasanna. He has promised never to buy Shivam Cement. 
Here comes the importance of first I.

Intermittent intervals. You should never bombard your viewers with your advertisements too frequently. Your advertisements should be placed at intermittent intervals.

Innovative ideas. Like you hear all the time, think out of the box. The pop-up 3D advertisements really catch your eyeballs. Have a look at the below advertisement and tell me you were not inspired.

Now have a look at these. What a great way to use the space!

Inspirational taglines. Now don't say, you don't need inspiration. Everybody needs a dose of inspirational quote to start the day with. And if you are wise enough, inspire the consumers, in-between the copy or the tagline.

Just check out few inspirational taglines.

Think different.                    Apple computer

Have it your way.                Burger King

Relax, it's FedEx.                FedEx

If you want the whole bunch of inspiring taglines, visit Taglineguru.

Interactive advertising. Make it interactive. Meaning be with the time, use different cognitive tools to get your message across. A perfect example is Domino's UK spoofing the concept of British Airways' interactive "Look Up" billboard with a kid pointing at airplanes as they fly overhead by.

The British Airways billboard pointed to planes while displaying their flight numbers and trajectories, so the Domino's version is a kid pointing down at pizza delivery drivers, with different messages about where each pizza is headed.

See the commercial.

Now the question to you, do you know more I's of advertising? You are welcome to add to the list.

And don't forget to follow Gabriel Beltrone's column in the Adweek.