As festive season comes in every year, the Consumer Durable companies, Service sector, Financial sector get into special schemes and promotions to tempt consumers. 'Diwali offers', 'Diwali Bumper offers', 'Diwali Dhamakas' are the most cliched ways of doing sales promotions employed by the Consumer Durable and Electronics companies.

TAM ADEX which monitors close to 800 media vehicles (including Newspapers, Channels and Magazines) analysed the print industry to see the trends for Brand/ Corporate advertising versus Promotional advertising during this Festive season.

The results are quite interesting! As is evident from chart below, there is a clear shift of the kind of advertising that we saw at the height of the Festive season (October) versus the trends at the end of the Festive season(December). There is a clear drop in promotion and scheme led advertising from 30% to 20%!

So what kind of schemes/ promotions were preferred during this Festive? As is evident from the chart below, Contests, Lucky Draws, Scratch Cards, Add-on Promotions, Price-off promotions were some of the most preferred options by Advertisers.

With advertising for the World Cup reaching a high, it will be interesting to see how the monies before the World Cup on 'Win Tickets' changed to Thematic, Brand and Corporate advertising as the World Cup started off. TAM ADEX will be studying these trends in the near future. Watch this space for more!

Atul Phadnis, director, S-Group, TAM Media Research
Source : TAM ADEX (TV, Newspapers and Magazines)

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