Clutter Of Excellent: Why Contemporary Advertising Is Not Good Enough?
For an advertisement, the 'message' must be primary and once 100% delivery of the message is ensured, making it entertaining and humorous will add more value to it
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Wow! What a magnificent advertisement! It's full of creativity, it's entertaining and imagine the triumph, when it will begin its streak to grab the international awards. We create advertisements to showcase our creativity, entertain people and win awards, right? No?
Logically, advertisements came into existence to create demand for the product/service and that remains the primary motive for investing in advertising campaigns. However, that has taken the backstage in the recent times. Advertisements are being made to exhibit the creative capabilities, to establish the prowess in entertainment quotient and win accolades. There is no guarantee that the award-wining, creative and entertaining ad will ensure an increase in revenues.
There was a time, when there were few ads, if you could create an entertaining ad, the audience used to notice it, interact with it, consciously and sub-consciously. The case is different now, excellent (creative and entertaining) ads are being made everywhere and there is a clutter of excellent advertisements. The excellence has become normal for audiences' brain and it tends to ignore it.
Don't believe me? How could there be a clutter of excellent things and how could brain ignore it? Ok. Let me demonstrate with an example. There was a time in 80's and early 90's, when there was only one TV channel, Doordarshan, it used to telecast a Hindi feature film on every Sunday evening. Irrespective of the genre, period (date of release); everyone (mostly) watched the film. Not only this, just before the climax, there used to be a break of 15mins. During the break, there used to be a boring (though very important) announcement regarding missing people, many of us would still remember-Gumshuda Talash Kendra, Nai Kotwali, Dariyaganj, Nai Dilli, still we watched the movie.
Today, forget TV channels, there are innumerable movie channels and in-addition, there are many Online Movie on Demand (MOD) portals, there is an abundance of good movies and liberty to choose. Now, think about it, most of the times you pick up the TV remote, surf all channels and say there's nothing good to watch on TV. You spend considerable amount of time to search a movie on MOD platforms and in the end, you do not watch anything, as you could not find a good movie to watch.
One movie, no choice, 15 min break just before the climax, nevertheless, everyone watched it. On the contrary, unlimited movies, all genres many languages but nothing is good to watch. This is called Clutter of Excellent things.
The beauty of human brain is that it evolves and it's trained to ignore things. No matter, how creative your ad is or no matter, how high the entertainment quotient of it, if the message is not clear and simple, the brain will consume the creativity and entertainment but it will ignore the message. What? If the message is ignored, what will the Brand gain out of the ad? May be a little Brand Awareness.
Entertainment and humour quotient in the ads makes them memorable and definitely people are attracted towards them but why do a market leader will need to attract attention of people who are already aware about the product? If the motive is, what we call 'Top of the Mind' recall, then it's ok but not good. Money is always hard earned and resources must be utilized wisely, marketing budgets must be optimized to give best Return on Investment (ROI).
Just think of any recent entertaining and humorous campaigns that you enjoyed, how many products did you buy under the influence of those campaigns? For most of us, the answer would be one or none.
The ads should be entertaining and humorous but must be able to convey the message that will create demand and increase revenues. For an advertisement, the 'message' must be primary and once 100% delivery of the message is ensured, making it entertaining and humorous will add more value to it.
Remember, the primary motive of the ads is to create demand (or sell) and everything else is complimentary.
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