Just bumped in to suggest two good papers I found on the net related to Advertising:

http://www.trial.warc.com/Samples/#Advertising

These are in the Free Trial Section of the World Advertising Research Center Website...

Whatz in an ad?
I am actually against blogs with no title space, but this blog creator has chosen a wrong template I guess. Anyway, to the question. Put the question to any company and you will know what importance an ad holds. Hutch enjoys a healthy market recognition, thanks to its impressive ad campaign.

A poll conducted by agencyfaqs.com and The Brand Reporter aimed at finding the brand with the maximum buzz around it in the year. Actually, it found out 50. Respondents were made to select 5 brand out of many given and finally the top 50 with full analysis will be published in the latest issue of The Brand Reporter.

The top 10 were announced yesterday and the topper in each category shows what effect advertising can have on the consumer. While Airtel emerged as the overall buzziest brand of the year, Hutch remained a close second. Telecom sector still booming in India, probably offers took over ads, but in other sectors it was loud and clear that ads had an important impact on the consumer minds.

At the third spot is SBI, which is the first in the Finance sector. And one probable reason behind the buzz is the recently launched ad campaign, Surprisingly SBI! The ads appealed to the audience well. But, theres someone who thinks otherwise too. Try Sucheta Dalal! She has given a good analysis of the campaign, but then for an ad that spans just about 30 seconds and gives you an info about something new, you dont care a lot to analyse. Ads can be of two types that. So bad that u get turned off by the company, or so good that you forget to analyse the company based on it. As soon as SBI makes ads in the second category, Sucheta Dalal's analysis will get into hands of people who only check for reviews of ads!

Another good reason to say that an ad drives home what anything else cannot, we have ICICI falling in the listings. Even being a good service provider, it lost to SBI in finance sector. And Amul, thanks to its ad campaign, reigns in the food sector. Dont forget where you read of Amul's tactical ads even before this survey was out! :P

Taste of India

Indians have made their mark globally, but it is a commom fact that each one of us likes indigenous flavours. Every thing Indian draws us towards it. This is a fact Amul India capitalises on. It is not a youth brand or a hep brand, just some milk products. They could as well advertise saying Milk is nutritious, drink milk daily and all. But then, whats the SCA they have got in advertising?



That might be the reson they focus on current issues and carry out their publicity campaigns based on them. Amul has got some excellent print campaigns and their hoardings are very good, with the taglines very catchy! Be it Indian team winning or 9/11, Amul has got a catchy line and a cute hoarding up in every big city of the country, and being in Gujarat, you can never be oblivious of Amul. It is one of the biggest and best companies here.



If you think they have just some poking fun at politicians and current affairs, you are wrong! Look out for their latest hoarding with a map of Asia made of milk. In this hoarding, they show Sri Lanka as a drop of milk slipping into an Amul Milk packet. The hoarding looks good. Searched for a pic of it, but couldnt get it. The hoardings are up at many places in Ahmedabad, I guess they must be there in other cities too!!!



Amul has an archive of all its hit hoardings in its site here.