One of the lessons that the Proton students remember well is what Rosen Sharma said - an entrepreneur needs to REALLY understand her customers. The same is true in advertising.
A lot of expensive advertisements, though, may be
creative but are not
memorable, and even if memorable are not
effective.
A good (bad?) example was the front page advertisement for Yahoo in the Hindustan Times, the Times of India and other leading dailies earlier this week. which looked like this:

This campaign is managed by Ogilvy and Mather, and they should know what they are doing. But from my (target customer?) perspective, I saw the great Yahoo logo and trademark color totally disregarded. I did not even read the copy, I must confess.
If I had a choice, I think I would instead have the logo splashed all over the front page, with the message following in smaller font below. A sort of "Yahoo is back" message.

Now there are many reasons why this could have been done the way it was. a) This is part of a global campaign and maybe they have decided to give the old logo a rest (although India does not seem to be too tired of it). b) Maybe there is a
longer term strategy. But by itself it was hardly memorable and definitely not effective as far as I was concerned.
If you talk about Indian TV advertising, I'm surprised by how
creative it is. Perhaps it is only because the Indian TV advertising industry is still young and booming, but the average quality of ideas appears to be perhaps superior to that in other parts of the world. But that does not translate necessarily to
memorable advertising. An advertisement may gain your fixed attention, but will you remember it the next day?
Even more importantly, do you remember the product with which the advertisement was associated?
A very memorable series of television ads for me is the one with the brash little boy saying things lie, "Do pahiyon ki baat hai, aa jaayenge!" (to the man in the car as he waits on his bicycle). But I don't remember which washing powder it extolled. Perhaps I am not the target customer. Still, I remember a lot of memorable television advertisements where I don't remember which product they sold. I love to point it out to people who are watching TV with me - just after the ad is over, I ask, "Now a quiz: which product was that ad for?" Mostly people don't remember.
In these cases, it seems that the advertising agency got carried away with its creativity and the client company had to pay for it (literally and metaphorically)!
Even if the ad is memorable, does it add a certain attractiveness to the product? Is it truly
effective? Of course, that depends on the number of times you see the advertisement or other advertisements of the same product. For example, I have built a respect for the LG brand mainly by watching tons of advertisements in various countries though I don't remember any single one. Perhaps the Yahoo! campaign is meant to be the same way.
All said and done, the general idea - know your customer (or the customer's customer) - is highly applicable here. It's worthwhile being paranoid and continuously worry that you don't know your customer enough!
Read the rest of this post »