Ads must be rational: Prof John Philip Jones

23 Apr,2012

By A Correspondent

 

The internet would be the third largest medium in the world by 2020 after television and direct mail, said Professor John Philip Jones, Author and Brand Guru at the last day of Goafest 2012.

 

The last day, which saw another good and powerful line up of speakers at Goafest 2012, commenced with Professor Jones talking about ‘Adding Drive to Magical Ideas’ and about the need for brands to use right strategies and right data to make advertising more effective.

 

Interestingly, Professor Jones was of the opinion that like in India, even the US did not make the best use of internet advertising. However, he felt that the medium would continue to grow in both parts of the world.

 

In the Q&A session moderated by Mr Rajesh Jejurikar, President, Zee Entertainment, Professor Jones said that while it is good for advertisements to have emotional contents, there has to be some elements of rationality in the advertisement to make it more effective to reach out to the consumers.

 

Mr Simon Wardle, Chief Strategy Offer, Octagon spoke on ‘Passion Drivers and the Magic of Why’, citing the example of passion for sports which varies from country to country, for instance, the passion for cricket in India and the passion for football in another.  He said that in order to understand the consumers’ passion, brands will have to think like the consumer. He gave the example of ‘Mars’, a chocolate bar that didn’t change the colour of its wrapper since the 1930s, but during the Football World Cup a few years ago, it ran a campaign and tweaked the wrapper giving hope to its consumers that their country would win the World Cup after many years. He also said that it is not the sport that the consumer is loyal to, but the team and brands must understand this.

 

Mr Rishad Tobaccowalla, Chief Strategy and Innovation Officer, Vivaki spoke on the future of creativity and the different mediums available today. He highlighted the abundance of opportunities in creativity within mobile itself, be through sound, picture, or even video. He was of the view that the real test of a brand is when consumers remember a brand for its creative, even after a period of time.

 

Click here to view all Goafest 2012 stories

 

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