Every marketing professional is fascinated by a marketing guru. In my case, the list is long but I would name 3 of my most favorite marketing gurus – Philip Kotler, Al Ries and Seth Godin. In this post, I will be focusing on learning from a well-known book “22 Immutable laws of Marketing”by AL Ries & Jack Trout.
Al Ries and Jack Trout coined the 22 laws that act like guidelines in any industry. This will be a series post, covering brands from India and GCC region. My aim in this blog post is to check if the laws still stand the test of time.
In my previous post, I had explained two advertising execution methods i.e Above the line (ATL) and Below the line (BTL) advertising. This post will be the continuation of the earlier one with the focus on Through the line (TTL) advertising.
Related : ATL & BTL activation simplified
TTL can be defined as the use of mass advertising forming a prospect or customer database, which can be implemented for direct marketing activities. This kind of advertising is an integrated approach, where a company uses BTL and ATL methods in addition to online advertising to reach their customer base and generate conversions.
Every individual working in the advertising domain would like to be remembered for one breakthrough campaign in his/her lifetime. Same was the case with me when I started my career in advertising field after completion of my post graduation.
As an amateur marketing professional straight out of college, I was bubbling with ideas. I started my advertising career with Percept group with one their divisions called as P9 Integrated (doesn’t exist anymore). Though I had a small stint in the company I found the place as a nurturing ground for ideas. In P9 Integrated, I was working in the merchandising department that catered to movies. The company was well known for in film brand placement. If you are hearing this term for the first time, it simply means strategically placing a brand in a movie either for brand awareness or for brand recognition.
If you are a marketing professional or a student and you are not well versed with current marketing lingo you might miss on opportunities coming in your direction. Two such terms are Above the line (ATL) & Below the line (BTL). Are you aware of these?
I spend a lot of time interacting with marketing students clarifying their concepts of the subject. Particularly, ATL & BTL concept is what I am being asked the most.
As students approach their final semester in college or university the question that makes them restless the most is whether they will get placed or not? If this question isn’t answered for them it can do more harm and even result in a depression.
If you are a student in your final semester or a placement head or even an experienced professional and you are looking for opportunities to step into the corporate world this post will be helpful for you. I am writing this post for MBA / Post Graduate students in mind but students from other fields like medical, engineering can also benefit from these ideas.
I have a keen interest in teaching and I hope these ideas benefit students all over the world. Since last two years, I have been directly and indirectly been part of the education sector and this has helped me to come up with these ideas that will help you or your institute to get the desired placement.Read More »
I might fall into a niche category of people who are just not interested in GOT. Now, if you don’t know what GOT stands for you are one of us 🙂 GOT is Game of Thrones.
As a marketer, it is of vital importance to know what is the current THING in the market. We may not like something (in my case it is GOT) but what if our customers associate themselves with it and want to be known by it? This is where most marketing professionals take a hit, they don’t listen to their customers (including myself at times).
The current season of Game of Thrones sparked a curiosity in me which resulted in a question “Can movies / web series be termed as BRANDS?” The question looks very simple but you don’t get a clear answer to it. In this post of mine, I have tried to answer this question based on the comments I received on one of my post on LinkedIn and my observations over the period of time.
It will be an understatement to say that marketing has seen a paradigm shift in last five years. In a recent interview Brian Fetherstonhaugh – Chairman & CEO of Ogilvy One Worldwide shared his thoughts on the paradigm shift in marketing. He stated in his interview that
The traditional Marketing Mix i.e 4P’s of Marketing has now changed to 4 E’s of Marketing which is From Product to Experience, From Place to Everywhere, From Price to Exchange and From Promotion to Evangelism.
In last five years I have come across many campaigns which can be termed as BEST marketing campaigns but for my readers I have pruned it to 9 best marketing campaigns that define out of box creativity. The list is as follows:
In the last decade, India has witnessed a humongous growth in the education sector. This growth is led by first generation entrepreneurs attracted by the huge opportunity and market size of this sector. The sector has its own characteristics that one must consider while developing a long-term strategy. Before I share the strategies have a look at Planning to start a preschool or school? and 5 marketing tactics for preschool and school
Liril, the soap brand from the house of FMCG giant Hindustan Unilever (HUL) made waves 40 years ago when model and Air India hostess Karen Lunel wore a swimsuit and dance under a waterfall with its famous jingle “La-la la la- lala la”.
Post the ad two things became iconic, the girl (rather the image of a girl dancing under the waterfall) and the jingle. 40 years later Liril has resurrected to its original positioning i.e freshness. Since 1985, Liril has roped in actresses like Pooja Batra, Hrishita Bhatt, Preity Zinta, Deepika Padukone but somehow was not able to match the aura the first shower girl Karen Lunel created. Read More »