Artist Olivier Lefebre's Steve Jobs tribute made of real apples | creativebits™
Artist Olivier Lefebre's Steve Jobs tribute made of real apples | creativebits™ : 'via Blog this'
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Travel & Tourism - my first thoughts
So after my much ranting about the ad industry, i made a switch (inevitably) to the marketing/branding side of things. The industry that i am now working for is the travel and tourism sector, which is by no means an easy category to be in. With the recent sale of Thomas Cook India stake to Fairbridge capital, it is evident that the margins in this industry are slim and an expensive business model alongside poor receivables showing, are some of the obvious unfavourable signals in this industry. Another thing that i personally feel that hampers the sale is that the travellers today are extremely informed and aware about the best deals and places to go. Plus dont we all love to plan our own holidays? What bothers me is that except for the airfare, stay and few basic travel information, i personally will never go for a tour operator to decide my stay abroad (since i only take care of outbound, i will continue to talk about it). There is a huge unorganised market out there but...
Why advertising can never be a game changer these days?
Does mass advertising lead to mass sales? Does mass advertising change preference? Or does mass advertising change perceptions? my guess is a sure no. Advertising should never be given the most important role in a marketing strategy, because it does not have the long term effectiveness to meet the objective. Like Al Ries says, Advertising lacks credibility. I agree to that by large extent. My three questions thrown at table has a descending order to advertising ability to meet each of these objectives. Sales spikes are often seen when a product is mass advertised. Off-takes may increase, people will be influenced to try it out and the retailers might be happy to stock the products (FMCG P.O.V) and this is mostly true is a low involvement products where consumers are not very price sensitive. Preference Coming to another 'P' - preference, I think it takes a more credible advertising to change the preference of consumers. How effective & credible? I do not kno...
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