After the time of recession, The growth of ad budget is increasing day by day as compared to overall industry. The company is promote their brand through multi media which includes all kinds of ATL and BTL activities. Company are understand about ATL and BTL activities as well as consumers. The overall advertising market scenario is change since 1 years, ad agency's are using multiple media which is known as 360 degree marketing campaign, we can also say that ad industry has taken reposition in market.
In 360 degree marketing includes Media planning, media buying, market research, Brand position, P.R., Promotional activities, OOH, CSR, ATL, Event- Exhibition etc. Even though, there are also change in campaign, people are watching new camapign on every day because company much more interested to retain and attract consumers.Company's are taking care of consumers, to maintain social responsibilities in urban as well as rural area. The growth of BTL activities is going very fast and high because brand is very close to consumers. There are some examples of brand communication with M U L T I - M E D I A:-
(1) Vodafone Zozo (2) Airtel telecom (3) LG mobile, TV (4) Samsung mobile, TV (5) Alpenlibe (6) Uninor telecom (7) Intel (8) Videocon DTH, Mobile, electronics (9) Good knight natural (10) Happydent (11) Fevicol (Moochwali) (12) Idea telecom (13) Mc donald (14) Kellogs, (15) Future Generali life (16) Icici insurance (17) HDFC Life (18) Kotak Bank (25 years) (19) Axis bank (20) Canera bank (21) Volkswagn (Print media road block) (22) Tata nano (23) Lenovo laptop (Print ) (24) Bajaj Allianz (25) Religar securities (K.L.L.B) (26) Cadbury dairy milk (27) Nerolac eco paint (28) Big bazar (29) Tata sky (30) Dish TV (31) Kurkure (32) SBI bank (OOH) (33) Asian paint (35) Harpic (36) Rin detergent powder (37) Surf excel and more........
Above mentione all brands are using 360 degree campaign as well as creative & good campaign in TVC, OOH,Print, Radio, Rural activities, Non-lit board,Kiosk, Online ad, Road show, Mobile marketing, Mall, Multiplex - theatre etc.
There are some concept whcih is used frequently since 1 year like various cut-outs in hoardings, LED hoardings, Animation,cut out in Unipole, Roadblock (Print, Radio, TVC), Various innovative promotional activities, event-exhibition, creative design in road show van, inflatable toys for promotion and many more..... So, the conclusion is that it is difficult to promote brand in particular 2-3 media in competitive market.
Brand communication...... 360 degree campaign ...... M u L t I - M E D I a.....
