Sent: Monday, July 15, 2013 11:03 PM
To: prpoint@yahoogroups.com
Advertisement cap on TV a bliss for PR industry
Posted on July 15, 2013 by News Room
No matter how much we like a television advertisement, we never surf channels to see commercial breaks. Perhaps, this is the reason the Telecom Regulatory Authority of India (TRAI), which also works as a watchdog of broadcasters, has issued fresh guidelines to restrict advertisement time for each TV channel up to 12 minute per hour.
A majority of broadcasters and media buyers have been fretting because their revenue is destined to see a steep fall due to shortage of airtime and increased prices for ad slots. At present, popular channels charge from Rs 18,000 to 25,000 for 10 seconds slot of airtime from advertisers. As predicted by the Industry experts, popular general entertainment channels (GECs) like Colors, Sony, Star TV and Zee TV have already announced hike of up to 30% in their airtime price to maintain profit. In such a situation, buying an ad slot on a TV channel will no longer be a viable option, especially for those small or medium size companies looking for instant results through promotional activities.
But the new norm, which will be enforced from October 1, will broaden the prospect of Public Relation (PR) industry. Companies having less marketing budget will ultimately move towards PR firms to interact with their target audiences and get maximum return on investment (ROI).
A PR agency can work as a catalyst in building brands and promoting products or services by evolving innovative ways and make effective pitch before different sets of audience. In a public relation campaign, scope of marketing is unlimited and methods of reaching out to the audience can vary depending upon the type of business and needs of the client. For example, the promotion strategy of a brand dealing in fast moving consumer goods (FMCGs) would be different from that of a healthcare service provider. Also, a well-established brand would like to expand consumer base through promotion, but a start-up venture would be more focused on winning maximum number of clients by showing credentials.
The rapidly expanding galaxy of public relation industry is also encouraging many corporate firms to rope in PR agencies to explore various tools of advocacy and marketing. Now, the role of public relation agencies is not limited to arranging press conferences or organising promotional events, many PR firms are offering a bouquet of services which include consultancy, media management, crisis management, image building, etc. A well-planned campaign does not just promote a brand, but it can also lead to a phenomenon, making deep impact on the end-users' mindset. Unlike a television advertisement, a PR campaign can fine-tune any promotional strategy according to the financial strength, demographic presence and budget of the client.
By : Kamal Narayan Omer
http://newsroomindia.in/advertisement-cap-on-tv-a-bliss-for-pr-industry/
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