Business is Marketing

It’s not enough to advertise. Companies like Unilever, Medimix and Reliance Comm. have focused more on changing consumer perceptions and succeeded. A recent study was done on children aged between three and five. Each child was given two samples of food, one in McDonald’s packaging and one in plain wrapping. The children found the food in McDonald’s packaging up to six times more appetising than the one in plain packaging. Fact was that other than packaging, both samples were identical! A survey was conducted and respondents were asked to recall a brand. Almost all could remember the brand and most of them claimed they saw the product being advertised on television. The company was confused, as they had never advertised on television! In another survey, the number of people who recalled seeing an ad in a prestigious publication exceeded its readership. Why do such things happen? The simple answer is – certain brands remain at the top of your mind and you think you saw them in places wh...

Want to break through the growing clutter of TV ads? Don’t just make ads; make larger than life ad films and spend the big bucks! Nicole Kidman, is running gazelle like, being pursued by paparazzi in a cityscape lined with billboards bearing her image. She ducks into a taxi to escape and orders the driver to drive. Little does she realize a sultry Brazilian is seated beside her. Kidman escapes with him. He does not know who she is. She claims to be a dancer. After four days of a fairy tale like life, she realizes she can’t escape from reality and needs to go back. And so she does, leaving the Brazilian wistful, remembering only “her kiss, her smile, her perfume.” The film finishes with a one minute rolling of credits. This film cost £18 million to produce. Its not a feature film… but a 180 seconds advert for Chanel’s No.5 perfume. The very same perfume which was made famous by Marilyn Monroe when she claimed that all she wore to bed was Chanel No.5. Today, however, with Britney’s perfu...