An advertisement that caught my attention this morning has got me thinking if it is really worth spending a bomb on putting front-page ads in major newspapers, when you can't put your message across in clear words. Here are some pointers:
1. The full-page ad that I am referring to has text written in bold and a live-size photograph of Bret Lee, the Australian cricketer holding a huge while pearl. The center of the page says : 'Pearls: Touching Hearts, Building Confidence.' What is Pearls? Is it the name of the company or is it about pearls? Not clear.
2. Puzzled, I took my eyes to the top of the page. It says in bold: 'Bringing Quality, Style & Perfection'. Quality of what? The pearls, I asked myself. But no answer. The next line follows: 'In other words, a newer living'. What? Is it about homes or infrastructure? No answer to that. Then what is Bret Lee doing there dressed in Indian attire. Well! good days are upon us, so anything is possible, I thought.
3. A four-line paragraph does some mumbling about innovation, quality, commitment, and the likes but no answers yet. It is only at the bottom panel that you read Pearls Toursim Limited, P7 News etc.
Below The Line (BTL)
It is growing trend these days to reach out to customers through various channels. BTL, as it is popularly called, are fairly measurable. So one can assess returns on investments. Examples include tele-marketing, road shows, promotions, in- shop and shop-front activities, display units and entertainment events.
According to an estimate, around 45% companies are now spending on BTL activities. DARE has done interesting story on BTL marketing.
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