Dan O’Day shares his ‘mantra’ on creating maximum impact broadcast advertising
India has been seeing visits by quite a few advertising and marketing gurus in recent times. After Philip Kotler launched the 12th edition of his tome on marketing in Chennai recently and Kevin Keller held his Brand Conclave in Kolkata, it was ad guru Dan O’Day’s turn to share his views on ‘How to create a Maximum Impact Broadcast Advertising’ at a seminar organised by Adlabs Radio in Mumbai on Thursday.
India has been seeing visits by quite a few advertising and marketing gurus in recent times. After Philip Kotler launched the 12th edition of his tome on marketing in Chennai recently and Kevin Keller held his Brand Conclave in Kolkata, it was ad guru Dan O’Day’s turn to share his views and insights on ‘How to create a Maximum Impact Broadcast Advertising’ at a seminar organised by Adlabs Radio in Mumbai on July 19, 2006.
O’Day communicated in an informal way, which he claimed was his ‘USP’, and showcased some radio creatives from around the globe. Starting from the basics O’Day said, “A good commercial is a commercial that sells. Similarly, a commercial that sells is the one that motivates consumers to act. Radio advertising is, after all, also about sales.”
Specifically talking about radio advertising, O’Day remarked, “Radio is different from print because with print you have to fill in the white spaces. With print you can say everything in detail, while radio is a human experience.”
O’Day further said, “Radio actually is a visual medium. You have to paint a picture in the consumers’ mind. Broadcasting and advertising is supposed to affect people. So, if you can stimulate the consumers’ minds, they will be able to paint the right picture of your product.”
Talking about how the communication should be, O’Day advised, “Sell results of the product and not the product itself. Also, try to capture the attention of the consumer at the very beginning. The opening line of your commercial should be a ‘commercial for you commercial’.”
Re-emphasising on the importance of the target consumer, O’Day said, “The most important thing is to focus on the targeted consumer and not the advertiser. Present the information from the customer point of view. It is the single largest crime of copywriting, to ignore the consumer point of view.”
“When the very first few lines of a commercial have the name of the advertiser then you tend to tell the consumer that this is about us and not you. Therefore, it is important to ask yourself – ‘why and how does this affect my targeted consumer’?” added O’Day.
Giving his tips on successful radio advertising, O’Day said, “Successful advertising intersects common human behaviour and experience. It makes them feel that what is said in the commercial is what they themselves say sometimes. Identify the emotional angle of your commercial. People act on emotions, therefore, decide the one emotion that will motivate the consumer to act even before you come up with an idea for the commercial.”
O’Day continued, “Identify the core message of your commercial that the consumer should hear and understand. Don’t talk about two things at the same time. Also, talk in a language and evoke those emotions that real people understand.”
Speaking about humour and music in commercials, O’Day said, “Humour and the sales message should be interwoven with each other, keeping in mind that the goal is not to make people laugh, but to make the consumer laugh and hold a mirror to their life. As far as music is concerned, it only brings about an emotional impact to the commercial.”
O’Day finally pointed out that it was important to anticipate objections by the consumer and hence, the commercials should address such objections.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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