BASELINE : Building Lifestyles since 1967
4Ps TAKE : The real-estate sector is booming and most construction companies are advertising wisely and aggressively – making hay while the sun shines, of course! Then, isn’t it ironic that despite its 40th year in the construction biz, Ansal API’s print ads in red & black still look so bland and uninspiring. No wisecracks, no striking visuals, instead only a body copy full of achievements listed in a boring, monotonous manner. Even the visuals appear to be cut and pasted from some award function’s invitation card. Well, we are only left wondering whether the minds behind this ad, really used their minds in the first place. Bleak words and visuals apart, they clearly forgot to position the product, leaving no reason for the consumer to keep the brand recall intact. Raising skyscrapers is no doubt commendable and bringing smiles to millions, even better. But a humble request to Ansals: If you sincerely wish to promote yourself, make an effort and flip through the 7 commandments of advertising. The rest will follow automatically.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
4Ps TAKE : The real-estate sector is booming and most construction companies are advertising wisely and aggressively – making hay while the sun shines, of course! Then, isn’t it ironic that despite its 40th year in the construction biz, Ansal API’s print ads in red & black still look so bland and uninspiring. No wisecracks, no striking visuals, instead only a body copy full of achievements listed in a boring, monotonous manner. Even the visuals appear to be cut and pasted from some award function’s invitation card. Well, we are only left wondering whether the minds behind this ad, really used their minds in the first place. Bleak words and visuals apart, they clearly forgot to position the product, leaving no reason for the consumer to keep the brand recall intact. Raising skyscrapers is no doubt commendable and bringing smiles to millions, even better. But a humble request to Ansals: If you sincerely wish to promote yourself, make an effort and flip through the 7 commandments of advertising. The rest will follow automatically.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
