Paradigm shift in advertising with pay per performance

Marketing executives in television work with a relatively stable advertising medium. In many ways, the television ads aired today are similar to those aired two decades ago. Most television ads still feature actors, still run 30 or 60 seconds, and still show a product. However, the differing dynamics of the Internet pose unique challenges to advertisers, forcing them to adapt their practices and techniques on a regular basis.

In the early days of Internet marketing, online advertisers employed banner and pop-up ads to attract customers. These techniques reached large audiences, generated many sales leads, and came at a low cost. However, a small number of Internet users began to consider these advertising techniques intrusive and annoying. Yet because marketing strategies relying heavily on banners and pop-ups produced results, companies invested growing amounts of money into purchasing these ad types in hopes of capturing market share in the burgeoning online economy.

An ad Idea

*this is written in hindi english mix as i was planning to post it on FB


Kindly visualize the story to get the feel

Ek middle class family ki subah ka sceen (dadaji aram kursi pe bethe paper padh rahe hein, wife parathe bana rahi he aur husband tayyar ho raha hai. Husband ka mobile bajta hai (husband ki mnc me job karta hai). Wo late hota rehta he to speaker pe dal deta he aur tie theek karne lagta hai. Udhar door bell bajti he wife darwaja kholti hai. Dekhti hai ki raddi wala hota hai. Usko gate pe hi rukne ka bol ke wo raddi (newspapers, purani magazines etc) lene chali jatai hai.

Ads aided victory

From the first day when ad campaigns of Congress and BJP aired, I was able to sense simplicity & positivity in Congress ads. Why am I writing today about this is because my thoughts got supported by the masses says the survey conducted by IMRB. It conducted a survey between four ads Congs-“jai Ho”, “kadam” and BJPs’-“Bhay Ho”, “Dishayein”. Congress ads were liked more by 74% of the target audience while the BJP ads were liked by 54% (TOI, 21 May). They say it’s the ‘AAM ADMI’ approach of congress which created the magic; I say there is something in addition to this. The biggest disadvantage of BJPs campaigning what I saw was their keen desire to put down the current Gov. they kept on focusing on what this government has not done instead of showing what they can do. They kept on focusing Manmohan Singh as week minister and congress as indecisive government. I don’t want to comment on the ground realities but one thing what they left unseen was- they were filling their ads with an essence of abhorrence and negativity. On top it they used pure and typical HINDI for their ads, which is a good thing, but the irony is that maximum people doesn’t feel comfortable to connect themselves to the purest form of Hindi, which is disgusting but truth.

On the other side ads of Congress created hope of better tomorrow, secular nation and women empowerment. They focused on keeping their ads simple still direct touching to AAM ADMIs heart. This election result is perfect example of how much ads can influence ones decision. I am not giving complete credit of congress victory to their ad campaigns but still they played a vital role.