Integrate digital with print: Sudeep Narayan to advertisers
Both time & capturing the relevant space in the newspaper are important aspects for brand building, says Volvo India's Mktg & PR Director
The Indian Newspaper Kongress (INK) 2012, held on July 20 in New Delhi, put the spotlight on newspapers. Organised by exchange4media Group, the annual event aims to understand what the future holds for the newspaper industry, as stakeholders contemplated on how to bring about further growth for the medium. INK 2012 was presented by Dainik Jagran. Business Standard was the print partner.
More popularly termed as the ‘Morning Miracle’, the newspaper is still adjudged as the best tool to reach out to the widest base of audience. Hence, more and more marketers and advertisers are finding newer ways to engage end consumers through the most noticeable and innovative tools across the medium. However, the road ahead is not bereft of challenges.
Sudeep Narayan, Marketing & PR Director, Volvo India, remarked that today advertisers, media planners and marketers should take note of the shelf life that a newspaper has. According to him, it takes only 24 minutes to read the paper and thus, it is possible to build a brand within that time limit. “Brands can make a dent even in this rigmarole and hectic life of consumers,” he added.
He further said that advertisers should know the distinction between attraction and retention in newspaper advertising. He called the Volkswagen talking newspaper ad as an example of attraction, which despite creating a buzz was more gimmicky. The next level should be of integration and hence, retention for the brand. He cited the example of NECC (National Egg Coordination Committee), which created targeted advertising in the sports pages during the Olympics. The ads created both retention and empathy value. Thus, both time and capturing the relevant space in the newspaper are important aspects for brand building.
With the advent of digital media the importance of print or newspaper media has got diluted somewhere. However, Narayan felt that the two can go hand in hand and that there is a need to integrate the two, which is not the scenario in India. Both advertisers and editorial have not paid due attention to this aspect.
However, just recently newspapers are creating engagement through bar codes, etc. On its part, Volvo will be engaging newspaper readers through augmented reality.
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