The Real Purpose of AdvertisingBeing a part of the marketing fraternity, It is very important to have a point-of-view for everything that surrounds us. When it comes to advertising and especially TVCs, We all have our own opinions based on the music, visuals or story around it. For some people, advertising is a piece of art. For some, it is the marketer’s way to con the consumer and they look at every advertisement through the same glass.

“I do not regard advertising as entertainment or art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product. When Aeschines spoke, they said, ‘How

well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march against Philip.’

These are the words of David Ogilvy who very clearly stated the purpose of advertising decades back. Advertising exists because of the role it plays in the marketing of a product or service i.e. generates sales. There was a time when the effectiveness of an advertisement was measured by the sales generated after it was aired on television, printed in the newspapers and magazines, etc. What we find today is in no way similar to what it was earlier. In the current scenario, the effectiveness of an advertisement solely depends on the creativity and the number of awards it grabs. There are numerous examples where there is no connection between the product/ service being advertised and the way it is advertised. Everything that matters is that it appeals to the consumers and more importantly, the jury in the award functions.

http://www.youtube.com/watch?v=nIuGHTAwi1g

What a lovely advertisement!!! Great music, lyrics, visuals and most important, connects very well with the youth of the country. Based on the insight of friendship and what it means to the youngsters, this advertisement will linger in our minds for a long period. Enough discussion on creative….Now let’s talk business…This ad was created for Airtel Internet Pack….O really???…But where have you mentioned anything about internet pack in the whole TVC???

http://www.youtube.com/watch?v=gyp1QECfas4

Lack of hilarious music, beautiful faces and visuals that give you goose bumps….But Who Cares…Based upon the aspiration of every entry-level of bike owner who favoured Hero Honda (Present Hero Motocorp) and compromises with power, pickup and style, This TVC by Bajaj hits the nail hard in the coffin of the rival brand….

The difference between the two kinds of TVCs is quite clear after watching them. One talks about the consumer without giving any emphasis on the service being promoted while the other one plays beautifully on the aspirations of the loyal of the rival brand. The very simple secret to make astonishing advertising was already given by the ace advertiser but the inclination towards art and neglect of science is ruining the overall game.

- Akshay Shukla