roadblock advertising
TRANSCRIPT
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ROADBLOCK ADVERTISING
Presented By:-
Ashwani
Swati
Ankitutkarsh
Amit
Bhuwan
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ROADBLOCK
ADVERTISING:-
( A Creative
Obstruction )
DEFINITION:-
Exclusivity in anynumber ofadvertisement slots for
a single client over agiven period of time..
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ROADBLOCK CATEGORIES:-
Vertical Roadblock:- It is
when a particular media
network [a channel or anewspaper] is blocked by
the marketer for a single
day
Horizontal Roadblock:- It
is when different media
networks are blocked for asingle time slot by a
particular brand.
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WHY AND WHEN ROADBLOCK ADVERTISING ???
.
Simple butSimple but
expensiveexpensive
way ofway of
aggregatingaggregating
eyeballs andeyeballs and
creating acreating abuzz.buzz.
Do aDo a
brilliant jobbrilliant jobin breakingin breaking
the clutter asthe clutter as
they makethey make
your productyour product
stand out instand out in
the crowdthe crowd.
To createTo create
highhigh--impactimpact
communicaticommunicati
onon.
When there is a majorWhen there is a major
shift in theshift in the
communication strategycommunication strategy
of a brandof a brand
When a new brandWhen a new brand(product or service) is(product or service) is
launched or when a brandlaunched or when a brand
enters a new market.enters a new market.
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A creative Block : Market
economics -
Volkswagen , The reputed Germancar maker was first to use the ideathat triggered a new genre ofcreativity.
In November 2009,The auto majorwent all the way blocking 16editions of the-The Times ofIndia , which carried an incredible9 pages of exclusive advertisementof company.
The entire campaign cost the
company a whooping Rs. 40 Cr.
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In 2007, Vodafone createdmultiple ad campaigns and ran
it for a day cross 13 starchannels.
when it entered in Indiancellular space.
with the acquisition of Hutch.
Blocking 24 hrs in 13 groupchannels with multiple insert of
10 seconds each.
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Hindustan Unilever Ltd. , in sep. 2009,struck a deal with zee and star
channels to air only its commercials.
To get better brand exposure in thewake of increasing competition.
Booked about 4500 ad sports covering40 hrs and expected to reach over 100
million customers.
Spent a whooping Rs. 8-9cr per day
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.
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MY NAME IS KHAN: FIRST FILM TO USEROADBLOCK ADVERTISING.
Karan johar Attempted anumbrella advertising strategy forhis ambitious venture My name iskhan.
Telecasting a 3- minute theatricalpromo of the film blocking 11
channel of star network.
Fox Star Studios has acquired theworldwide distribution rights forthis film for around Rs 80-90 crore
for a 15 year period.
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BL O C K I N G ADVA NTAGES A ND D I SADVANTAGES :: --
THE PROS
GeneratesGenerates
high visibilityhigh visibility
andand
immediateimmediate
recognitionrecognition
BrandBrand
ExposureExposureTop of theTop of the
mind recallmind recall
Reach andReach and
connectconnect
ClutterClutter
BreakingBreaking
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THE CONS -
.
Short termShort term
GainsGains
Tactical inTactical in
ApproachApproach
Expensive
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TO CONCLUDE..
Tactical Approach akin to fast food.
Refreshing change.
new mantra in the media industry to reach your target audience.
Serve good platform for enhancing equity and accentuating the brand
image.
Large investment requirement.
Doesnt have long term sustenance
Roadblock Advertising certainlyseemsto bearevolutionary concept,
specially formarketleaders and forinvolvementproducts.
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Questions are WelcomeQuestions are Welcome
If you will notask , you will
never know..
To find the exact
answer, one must
first ask the exact
question.