Advertising, historically, has been viewed as a procedure of mass promotion in which a message can reach alarge audience.Advertising is also considered a one-way form of marketingcommunication where the message receiver (i.e., target market/audience) is not in position to immediatelyrespond to the message (e.g., seek more information).

However, this is fast changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to requestmore details on a product seen on their favorite TV program.

In fact, it is expected that over the coming years Advertising will move away from a one-way communication model and become one that is highly interactive.

Another characteristic that may change as advertising evolves is the view that Advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised.

But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve.

A classic case of Advertising

The case refers to a classic example of co-branding & advertising in which Samsung madea tie up with the then upcoming movie ‘The Matrix’. This mystical bond really paid off wellto both sides as the movie’s core audience turned out to be high-tech-gadget-freak. The casealso touches about the concept of Guerilla Marketing (unconventional system of promotionsthat relies on time, energy and imagination).

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Advertising in today’s world has gone far beyond mere showcasing the product. It ismore about selling the experience that a product carries with itself (sometimes veryuncanny promotional ways are used – the one I can recall is the latest advertisement ofJ.P Cement seen during the Ind vs. SA ODIs in which a lady just comes out a swimmingpool and endorses the cement.)

Nevertheless, we all are aware of what success Vodafone’s Zuzu brought to them !!!Sheer Advertising.

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