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Eikona Connect: TV channels sustain brand launch PR 4x more than non-broadcast categories

11-May-2016
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Eikona Connect: TV channels sustain brand launch PR 4x more than non-broadcast categories

exchange4media.com and Eikona, the Neutral, Earned Media Planning, Audit & Advisory Service, jointly bring to you an infographic fortnightly series called EIKONA connect. This series will focus on quick interesting nuggets of PR/Earned Media Trends and dynamics faced by the Professionals of Corporate Communications & PR Firms. The objective is to create and inculcate informed opinion about PR and aid towards Scientific Decision Making Process.

Brand launch recall is increasingly getting driven by the ability to get repeated or have longer periods of brand exposure. However, ensuring regular and sustained editorial presence for the brand in print media across the width and depth of Indian landscape is at the same time getting tougher. In such a situation, an analysis of which Industry vertical or sector is executing better, PR per product launch should come in handy.

If you look at the chart above, it shows that the TV broadcast industry (GEC, movies, etc.) ensures PR visibility or exposure of each new brand launch, on an average for about 44 days. This, when compared with non-broadcast sectors like Telecom, FMCG, Auto, BFSI etc., is 4 times more in just 11 days.

Needless to say, this ability of PR to sustain media exposure for each new product/programme launch adds immense value to brand recall. This also contributes towards ATL expense management and maximising the outcome of the overall IMC mix.

Here are some possible reasons for the TV Broadcast Industry’s edge over the other Industry verticals:

·     TV Broadcast PR actually starts well before the product hits the shelf or hits the airwaves. This communication stimuli is used with or without the absence of ads or on-air promos.

·     The art of storytelling about an upcoming TV programme/product is far more evolved, connected with human emotions and rolled out with an apt mix of visuals Vs text.

·     Often, there is a clear cut understanding between the PR and promo/ad team on the timelines they will follow to support the launch single-handedly and jointly.

·      TV Broadcast Industry’s utilization of PR for launch/ road shows/activations are much more effective and disciplined.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.