RE: [prpoint] Re: Debate: What is the purpose of advts.? eyeballs or message about the brand

 

Hi,

I concur with the points brought out by Rajiv Arvind.

Yet, I wish to reiterate a couple of points of my view.

If you will recollect what I wrote in my introduction to the debate - what was
1) the company's and
2) the ad agency's
objective of that ad.

For the company, if the objective is to translate the ad and eyeballs to sales, would the attention, debate and references translate to firmed-up sales? I am skeptical about it.

As for the ad agency, if the objective was to catch eyeballs and attention, yes, they have been successful. And there lies the case.

It is the responsibility of the company to assess whether the ad will help its bottom line in anyway.

Nothing wrong with bikini-clad girls. She is fine by herself. The point of contention is - what is its relevance to the message and what is being communicated by it.

Rgds,
Susan

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To: prpoint@yahoogroups.com; prpoint@gmail.com
From: rajivarvind@yahoo.com
Date: Wed, 10 Mar 2010 09:44:29 +0530
Subject: [prpoint] Re: Debate: What is the purpose of advts.? eyeballs or message about the brand

 

Hi,

 

I for one have been ridiculing and talking about this ad as well (JK) ever since I have seen it.

 

Incidentally, we remember the brand and the ad. So the ad agency and the company would say "Well, we achieved our objective". And there is nothing "unethical" about a bikin clad woman.

 

The very fact that this is being debated and discussed on the net, over forums etc is also in a way proving that the ad has managed to create some reaction. I remember during my ad agency days people used to say, an ad should generate a reaction - good or bad, else people will never remember the brand.

 

Its a debatable one. I don't agree with the ad, but yes, if you ask the brand manager and the agency, im sure they would say that they succeeded in their campaign in just around 10 seconds of an ad!

 

Rajiv Arvind

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