“Research can drive a new currency to market products”

Ambika Srivastava, Chairperson, ZenithOptimedia, highlights the various ways magazines have proved to be a powerful tough point for brands

e4m by Shree Lahiri
Updated: Jul 20, 2012 7:12 PM
“Research can drive a new currency to market products”

The Association of Indian Magazines (AIM) in partnership with exchange4media presented the AIM Engagement Survey to industry stakeholders on July 18, 2012 in Delhi, the concluding leg of a three-city tour.

The presentation was mainly held for the media and advertising industry as well as for clients to highlight the importance of investments in advertising in magazines and help them realise the importance of magazines as an important medium.

Sharing examples from her own experiences in the last couple of years, Ambika Srivastava, Chairperson, ZenithOptimedia, said, “There are lots of myths that surround us and research addresses some of them to ensure that we in the marketing world understand true value.”

She remarked that it was interesting to see what magazines had done for well-established brands. When Maggi was launched, people felt it would use only TV; but the fact was it was trying to communicate with mothers and children, and went on to use magazines very successfully. She further noted that there more brands that had started with multimedia and then down the line had stuck with magazines.

Looking at how magazines have worked for brands, she pointed out that one way was to look at it as “driven brand experience”; however, it is important to understand what kind of brand experience one wanted. In a launch you do want to create trials for your brand and magazines have played a big role – for example, sampling of the product, which has been successful. “A touch point that emerged was the capability of magazines to give sampling opportunities. In addition, we found that consumers get influenced by family and friends,” said Srivastava.

The way a brand tells its story in magazines is important. “Magazines feature experts and experts’ advice, which is key… it’s a powerful touch point, and if a brand is associated, it helps drive brand engagement,” she further said, adding that tagging along with celebrities has also worked for brands. These are some of the unique opportunities that the magazine medium provides that brands should look at.

The last point that Srivastava touched upon was establishing a “new currency” for selling; the best currency, according to her, is to look at how a medium can deliver effectiveness as per what the brand is looking for. “We should delve into research and develop a currency that can be universal and used across board. Research can drive a new currency to market our products,” she concluded.

 

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