The entertainment sector is the biggest money making sector in the world today. With its reach and infrastructure it has toppled the retail sector as well as the petroleum sector, the latter of which was solely responsible for determining the economy of a country almost single handedly. The Glitz and Glamour associated with this business lures many individuals to consider the zone as a serious carrier option. The amount of money and business involved in making a film (commercial as well as art house) is huge, effort involved is enormous and these factors are finally decided by aggressive marketing through proper media channels.
India is one place where Film stars are worshipped next to god. Celebrities are always sought after and always in the hunt. Whether it is an important felicitation civil ceremony, the marriage of an important person in city or the unraveling of a painting or a mall celebrities are always looked upon to grace the occasion as it gives it a touch of importance and most importantly publicity. The Media and Entertainment industry is always in news for some happenings or the other. Public Relation Agencies are hired by corporate Movie Production Companies to highlight their current happenings so that they stay in the reckoning even when they don’t have anything substantial to offer. When a big banner film is due for release and is in the post production stage it would need innovative marketing strategies to create hype so that it garners enough attention to bring in the initial audience and in the process recover maximum amount of money that was invested.
Advertising agencies play an important role in promoting the films initial trailers and snapshots. Having it promoted in hoardings or through products generally termed as In Film Marketing has every chances of grasping the viewer’s eye, especially if it has important personalities associated with it. The concept of In film Marketing arose from the idea that placing a product in a film where the audience is glued to the screen and has no alternatives like switching channels. Advertising Agencies create innovative strategies all different from one another to lure in the initial audiences. Event Management companies hosts annual events where forth coming attractions are displayed to generate enough curiosity amongst movie lovers. Major promotions through media offline or online will require unique creativity, proper media planning & buying and budget fixing.
When a Movie Production Company opts to start a new venture it seeks the aid of a public relation agency to have it officially announced. After the production and entire shooting is completed and it is in the stages of post production it looks to market the initial teasers. The best place to have this done is when any special event is being hosted and is being attended by heavy weights and has a strong audience viewing it through television. This kind of events is publicized with the help of Event Management Companies and Media Planning & BuyingAgencies. All in all a lot of money, effort and time is involved that makes the final product spectacular.
Brand Building has been labeled as top priority for every new business that keeps opening up every now and then. The objective is to make as many people aware of the product being introduced in the market so that once it is launched it has takers. In order to have the launch successful, corporate & business tycoons publicize the product prior to the launch by hosting events and asking as many prominent individuals to join in and then having it covered and spread by the media. Once commodities create a stir in the market it is bound to grab attention. Once successful the commodity is eventually branded and becomes a household good forever.
A new marketing concept that has all the possibilities of being the most effective channel as far as branding is concerned is In Film Marketing. In Film Marketing is the process through which any product or service that has recently been launched or is about to be launched is promoted through hardcore commercial feature films that has a large audience. The idea here is to gather maximum attention. When a big movie hits the theatre the product enforcer looks to the movie production company to endorse the product somewhere in the film so that the audiences watching it will get an idea as to what the product is. This medium is effective reason being 1) It isn’t an advertisement that switches of your mood, 2) It isn’t being aired in television that will make you flip channels & 3) It isn’t being shown in paper or on a website where you could give it a miss. Here you are glued to the screen and you are actually watching every minute detail of it.
The next two innovative and commonly used method used to brand products are through advertising agencies and Public Relation Agencies. Traditional advertising involves promotions through radio commercials and television advertisements. A popular television soap or a big major event like a cricket match or a Miss India being sponsored by companies whose products and businesses are to be promoted. These events have a huge viewer ship and whenever these shows take a break you have advertisements thrown in. So after 4 to 5 repetitions it becomes synonymous with the viewer. Moreover if a popular celebrity publicizes it, it gains more footholds. Modern day advertising is also done Online. Infact the Online Advertising sector is one of the largest and fastest growing advertising concepts globally. The advent of the internet created an opportunity wherein at any given time you have the capacity to reach out to millions at minimum cost and effort.
Public Relation Agencies bridge the gap between the provider and consumer. Their KRA (Key Responsibility Area) is to promote, highlight and publicize the product as much as possible. True to their name they highlight every possible activity that would be related to the product they are out to promote. Be it by holding press conferences, events and then having the same promoted through media via news channels is a good way to get popularity. Proper Media planning and buying is involved. Resources, amount of ad space involved, creative pursuits and so on. All in all branding businesses and propelling them from one level to another is the major focus for all promotional (read advertising) companies. The revenue they garner is high and as a matter of fact the importance, need and rapid rise of advertising has provided a big competition amongst them.
Proper advertising has always been a triumph card for many businesses. Marketing your business through proper channel that is enforced with proper advertising strategies gives your business an entirely new dimension and direction. What sells is profit, and it sells only when the targeted consumer base is convinced that the product will genuinely serve its purpose. To have this implemented successfully all major conglomerates depends on their PR and advertising skills to do their post production prior to having a product launch. A good advertising campaign does ensure a successful launch if not a long term profitable venture.
The Key to proper Advertising is to chalk out an USP that will not only trigger off your business but also help it survive successfully in the longer run. In order to ensure this one will have to keep supplementing the product or business venture that is launched with something new on a regular basis. Take the case of a soft drink. At any given point of time there are millions of companies that dwell with the same product, so in order to have your business survive and beat competition, it is imperative that you keep adding something new on a regular basis, something that’s imaginative, creative and catches the eye of the consumer. All corporate hire top notch advertising agencies to come up with innovative ideas and present a creative content that will help establishing the product theme and in the process convert targeted consumers into potential users. It is the amount of creativity that is implemented and factors that co-relate your product to your targeted segment that determines the fate of your business.
Another way to publicize your business is through Public Relation Agencies. Public Relation Agencies cater to a wide range of people, masses and classes alike. They bridge the gap that exists between the provider and consumer. Holding press conferences, media summits and getting them telecasted on major television channels are an important activity for media planning and buying that is undertaken by PR agencies. Getting a commodity endorsed by a well known celebrity is also adds value. Infact Ad films featuring well known personalities create media hype that does justify the pre-release campaign. All in all the main objective is to reach out to maximum people at one time. Currently the entire concept and infrastructure that used to be associated with Public Relation Agencies has undergone a complete transformation. Previously companies had a division that dwelt with Public Relations, but as of now the demand for PR has increased to such an extent that it exists independently. Whether it is corporate or IT, entertainment or media, every other money making mogul will have a PR organization solely for the reason to increase their stakes and that could only be possible by reaching out to the maximum amount of person or public on a whole.
The faces of Advertising too have changed. The concept of traditional advertising through newspapers has been replaced with new age digitalized advertising. The advent of the internet has opened up a medium where you could connect to millions of individual at any given point of time. Advertising agencies hire media planning and buying agencies that in turn deploy creative professionals to conceptualize and frame innovative ideas that will propel a business to a new level and in process brand build it. Branding a commodity ensures mouth of word advertising in the latter stages that makes continuity of matter for time to come.
Media as of late has been a key instrument in shaping various businesses over the last decade. Brand configuration has been one of its key-objectives through which various manufacturers have become household names. Media has played a dominant role in bridging products with the masses and classes through its wide range of coverage and in the process brand-building it. Right from traditional advertising concepts through television and radio to modern day campaigns done through the internet and mobile technology the grasp of the media has got firmer. In this article we will throw light as to how proper advertising helps in triggering sales and garnering revenue.
Media planning is a term associated with the world of advertising and product marketing. The prime objective of a media planning and buying agency is to ensure that their client’s business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers. These platforms could be through its Public Relations Agency or any other channels that have an effective medium of communication and a wide range of reach. The procedure includes analyzing target audiences, keeping abreast of media developments, reading market trends, market happenings and research and understanding motivations of consumers. Aggressive advertising with innovative marketing concepts followed by final product packaging prior to the final product launch determines the success of a business endeavor. Currently all advertising agencies have undertaken a more holistic approach with media planners now having to consider PR, television channels, newspapers, digital media, product placement and other emerging communications channels in order to ensure the client’s advertising budget is well spent by adhering to the overall marketing strategy devised by the client.
In case of Public Relation Agencies, the marketing consultants devise various strategies prior to officially bringing a product on to the market. Holding press meet with effective media coverage and distributing the telecasting rights to as many channels is a good way to circulate the product name. The rise of digital media has paved way to a medium where at any given point of time you have the advantage of communicating with millions at a time. The advent of the internet has given way to updating your peers and competitors alike on your business. Areas of digital specialization include behavioral planning specialists, ad network marketing specialists, social media specialists, and SEO/SEM/PPC experts. Another important faction involved in business marketing through media is the media buyers. Their prime responsibility includes purchasing time and ad space for the purpose of advertising. They analyze what is bought depending on budget, medium and platform, their quality and how much time and space is needed.
Business without advertising has no meaning. You definitely need to have the proper channel and medium to reach out to people. You not only want to make profits but would also enjoy your business becoming a brand. Media Planning plays a big role in shaping and propelling your business to a different level. Having a top most celebrity to endorse your products makes it all the more easier to reach out to the class and mass alike. Television commercials sponsored by your business if telecast during the right time will have millions to view your ad. The same holds true for Radio advertising and web-marketing. Yes and lets not forget the old-age traditional classified ads on you daily newspaper, media has definitely evolved with time, and with more technological evolutions we could expect it to grow all the more big.
There is no point in having a business and not promoting or marketing it. Modern day advertising requires a lot of effort that is dedicated not only to grow and expand your business but to brand build it. You require a medium to bridge the gap that exists between the provider and the consumer. It is here that the concept of Public Relations steps in. Public Relation is a medium which is used to build rapport with the general public and the business owner so that when a business product or service is launched the message is conveyed to one and all. Any major organization that has a stake in how it is portrayed in the public will definitely have a Public Relation Agency appointed to brand build its business name.
The economic bloom that India experienced last decade saw the birth of numerous business which were introduced for the first time in the Indian Sub-continent. Many companies opened up for the first time. Eateries like McDonalds, Dominos which were highly successful in the west opened up their markets in India, but needed to spread their name to the common folks. The concept of wireless communication was also introduced for the first time. But they all needed one thing, consumers. How were they going to spread awareness of their businesses? How would they reach out to the mass and class alike? It was here that Public Relations played an important role. Holding press releases, media meets and hosting events to promote the same saw the entire coverage being spread out to every corner in the country, either through newspapers or television channels. By spreading news about your business and keeping the people updates is the core activity of Public Relation Agencies.
Effective Brand Building holds the key to success for any major businesses. Say you launch a product and through various promotional tactics it succeeds to serve it’s purpose. What happens after that is your business name or product name automatically gains significance in your market and thereafter you spend less for promotions for following product launches. Attending and speaking at conferences and regular interaction with the press and media are certain activities that are undertaken by the Public Relation Agencies. Currently the entire concept and infrastructure that used to be associated with Public Relation Agencies has undergone a complete transformation. Previously companies had a division that dwelt with Public Relations, but as of now the demand for PR has increased to such an extent that it exists independently. Whether it is corporate or IT, entertainment or media, every other money making mogul will have a PR organization solely for the reason to increase their stakes and that could only be possible by reaching out to the maximum amount of person or public on a whole. All in all you could say ‘Brand Effectiveness’ largely depends on the sort of PR working for them. Today you have Big time celebrities who are going all the way to hire PR agencies to market them to the masses.
Right from cinestars, to sports icons, to politicians to party socialites and to even Social workers every one has a PR firm or a personal executive to keep them updated. Undertaking a PR campaign isn’t simple. One has to understand the psyche and activities involved within and around the media with an alert mind. When you try promoting one client you will have to understand that there are million others of the same genre that exists some of whom you must have promoted yourselves, so how do you promote this one differently. Turning potential users into guaranteed consumers should be primary objective, and that is something that PR agencies handle extremely well.
Movies as of late have become the major source of entertainment and revenue generation. Last year a top movie star was rumoured to have paid a whopping sum of Rs 10 Crore towards Income tax. Could you imagine that???..A decade earlier that amount could have produced and released 5 blockbusters with leading stars who could have bought in the audiences through sheer star value. Such has been the changing face of the entertainment industry in India. A lot of money, time and manpower is involved towards the successful completion of a movie venture. The functioning and infrastructure of movie houses have changed drastically with most of them willing to opt for the hardcore professional-attitude of the white collared corporate world.
Thanks to the country’s increasingly globalized business platform, there is immense scope for a creative and market-attuned movie production company in India today. The Indian film industry – both in the advertising and entertainment sectors – now rivals in scope and scale anything that the West has to offer. The Indian Film Industry also termed Bollywood has reached a level of glamour and international interest that only Hollywood could previously boast of. Indian television as of late has also been a major revenue-spinner that drives a number of retail and entertainment markets. Given the adequate resources a movie production company in India could deliver products in lines of international standards. The concept of reality shows has also given birth to small time production houses that continuously produce shows on a yearly basis in terms of series of seasonal ventures. The USP of these reality shows lies in the form of well known film stars or celebrities who either judge the shows or put in a guest appearance for an episode or two, thereby increasing the TRP.
Movie production is a refined science with exacting protocols to ensure the right product is delivered within specified time-frames. The entire process is basically five-fold. At the development stage, the company develops or commissions a script and adapts it into a suitable basis for a film. Then you have the pre-production process, wherein the company harnesses it resources for the actual shoot by hiring a cast and crew, selecting a location and putting up sets. In the ensuing production stage, the film crew records the raw elements of the film and graduates it into the post-production stage. Here, the editing process takes place and appropriate visual and audio elements such as music and special effects are incorporated. This invariably involves the use of computer-graphic visual effects. In the case of an ad or corporate film, the product is then delivered to the client. If the film is a commercial venture, the company’s sales and distribution division ensures that it reaches theatre and/or DVD distributors for dissemination to the general public.
Eventually a lot of money, man power and work is at stake at the initial stages of a film. A good production house does ensure that the entire process in executed in a through professional manner. Right from the make-up artists to all backstage members to the actual cast, all needs are taken care off. Yes, these are exciting and challenging times for any movie production company in India. As the market for quality movie making expands in the country, more and more companies are rising to occasion.
An Advertising Agency is an organization or business providing house whose prime objective is dedication in creating, planning and implementing successful promotional campaigns for its clients. An ad agency in most cases operates from an independent base and provides an outside point of view to the effort of selling the client’s products or services in the process marketing and propelling your business to a higher level. The concept of branding also steps in with advertising, while publicizing your business to the general masses you are actually expanding it & giving it
a name by branding it as a sought after commodity. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. It could also consist of small & medium scale enterprises that are on the lookout to expand their businesses.
Advertising agencies in India primarily focus on getting the best business for its clients via aggressive promotions, targeting the masses and classes alike. The economic turnover in the last decade has completely re-shaped the infrastructure and concept of advertising in India. Currently the complete industry is rumored to be valued at an approximate estimate of 15,000- crore, INR, which is a clear indication that the quality and quantity of work has both gone up. A gradual globalization process did creep in the style of functioning of the industry which ensured that it identified & catered successfully to rural, urban & global customers. The inception of various departments like creative media planning and Public Relation agencies under it’s functional division has helped the agencies too boost & successfully undertake campaigns of different genres. The bloom that the Indian market experienced in the last 7-8 years saw businessmen and corporate entities spend revenues for ads that touched new highs as advertising agencies in India continued their triumphant march towards creating new brands which later became household commodities.
Modern day advertising consists of channeling the businesses under different mediums, which could either be offline or online. Full-service or media-advertising companies basically target the television audience by promoting the product through commercial advertisements. Getting a top celebrity or a famous personality to endorse a product guarantees the branding to be done. With the advent of the internet the concept of online advertising did arise and was considered to be the most successful in terms of reach. Paid Search marketing/ advertising is a much in demand feature in the current market, with advertisers spending on the most bid for keywords in order to establish their business supremacy online. Email Marketing and Ezine newsletters are good platforms to start of with. Another cost effective medium to reach out to the common people is the newspapers. Advertising through newspaper is an excellent offline advertising strategy to target your potential customers by advertising in the proper language and the paper, depending on the location it is circled through.
Branding has assumed high importance in today’s times. Earlier if you had a household product only three or four were common. Currently every product whether domestic or commercial, will have branded names. With stiff neck competition it really becomes difficult for a consumer to opt for the correct goods. If its in the automobile sector you would have a Hyundai competing with a Maruti, if it is a domestic product you would have two major furniture suppliers going heck’ n neck with each other. It all depends on the kind of pre-product launch that you get. Even in the case of Entertainment, major Movie Production Companies reach put to advertising agencies in order to cash on the pre-release hype so that it gets a decent opening, and even later on if the project is declared to be a commercial failure the production unit regains the cost via the openings, video and audio sales. Whatever business is prevalent today, without proper marketing or advertising you are bound to find it tough to ensure its success.
Marketing, advertising and promotions determines the fates of business in modern days. Media promotions through televisions and films are the biggest channels that enable a product launch that successfully caters and reaches out to the people. The concept of In-film marketing arose from the brand endorsements that celebrities or popular film-stars project in commercial advertisements aired on big and small screens. Proper Film marketing for big budget multi star cast movie does guarantee the initial set of audience, and if the film proves to be a hit, proper in film placement of the product will be bound to get it noticed and in the process a name . With the growing awareness of branding products entertainment marketing is undoubtedly assuming greater importance & popularity.
In Film marketing or In Film product placement, to be more specific is the premiere and most effective mode of entertainment marketing. Generally when a top conglomerate launches a new product it has several activities that are undertaken simultaneously. They could directly have the product launch released by the press in the form of newspapers and magazines, they could create the hype for its online consumers by aggressive advertisements and marketing on the web, they could also call upon top news channels and ask them to do a thorough coverage on their launch and then telecast it on their respective television networks. These activities would generally ensure that the people, masses and classes alike would become aware of the launch in the market, but as far as creating brand awareness or identity is concerned and in the process reaching out to the targeted set of consumers, you would need to have a public figure to acknowledge the usage of that particular product and that comes through in film marketing.
People generally tend to confuse the two terms “Film Marketing” & “In Film Marketing”, and in most cases they assume them to be the same, which isn’t correct. Film Marketing is generally a practice undertaken by most film studios by investing in expensive marketing campaigns such as paid trailers on television & radio, snapshots and promos of the film are also shown during the premiere of an equally anticipated release. In Film marketing is done basically to bring the product to the eyes of maximum viewers. When a big budget movie assembling of the top stars in the Film Industry releases, the hype it creates prior to its release will ensure it gets a grand opening. Most importantly if it is declared a pre-release hit then product owners could use the film as a platform to market its product. Incase it is a product from the garment industry, then the lead actor could be shown wearing garments from that particular company, if it is automobiles the actors could be projected as using them through out the film.
The idea is simple. Celebrities are trendsetters in terms of fashion and lifestyle that they project on screen. To have them endorse the products in a successful film where you have millions of viewers will make the commodity a household name and in the process boost up their sales. Other then In Film marketing other modes of marketing opts for the services of advertising agencies and public relation agencies, wherein the product to be launched is promoted by these organizations by reaching out to the general customer.
Entertainment is an aspect that relates to the daily lives of every individual. Entertainment is basically an art of recreation that is provided to release tension and pressure and to ensure that the person or people being entertained are relaxed. Today the entertainment industry in India has dominated the other sectors in terms of popularity, appeal and revenue generated. In-fact the highest tax-payers are from the Entertainment sector and currently business moguls are considering numerous of them to endorse their product. All in all the present scenario envisions the entertainment medium to be a strong channel to market their businesses.
When we first say entertainment, the first thing one considers is the medium of reach. From television to radio, from newspaper to magazines and lately the internet along with mobile technology, every medium is utilized as a resource by the entertainment company to reach out to the common man. Earlier when we spoke of entertainment the only thought that came to our minds was cinema, but today with the evolution of society many other happening events has raised the standard of entertainment. From fashion shows, to sporting events, to a celebrity wedding or a perfume launch the entertainment industry has dominated in all major fields. Even when it comes to brand building your business all you would need is proper publicity of the product or brand that you would want to market. Getting it done through the entertainment sector proves beneficial simply because any major celebrity related to hardcore entertainment is a house hold name and hence caters to the masses and classes alike.
The Entertainment sector in India on the whole can be categorized into various industries or companies depending upon the kind of services that they provide. If it is into news, advertisements and brand building it could be called a Media and Entertainment Company in India, if it is into public relations and ensures that it bridges the gulf between the product and the targeted customers it is said to be a public relations agency . If the company conducts any live event that is related to highlighting any particular product launch or an important social event it is termed as an Event Management Company. If it is into film production and distribution and other aspects of movie making it is termed to be a Movie Production Company in India. An important aspect of brand-building or product marketing through films is called in-film marketing. Here the product to be marketed is presented through out the film. If a company is into sports entertainment and has the broadcasting rights to any major sporting event that has the curiosity of the public and is being conducted then it is termed as Sports Marketing Company in India. Similarly if a company is solely into advertising it is termed as an advertising agency or advertising company in India.
Entertainment presented online has also been a source of revenue to many. Online games, film websites and other related domains do arouse the interest of numerous visitors, and to have a business link posted to that website does help. There is a saying that “Having a business and not advertising it, is like blinking at a girl in the dark”. Entertainment in India today is all about money. Film celebrities shield out around 10 crores per annum as income tax, hence providing enough amount of evidence the kind of finance involved in the entertainment sector.
The Media in the recent has been a huge factor in shaping up the best of businesses by reaching out to people, masses and classes alike, and in the process has made a name and entity for itself. Whether it has been the television or the newspaper and as of late the internet the media has ensured that people are connected with regular updates regarding any major happenings that occur in any field. The backbone of a media company or agency rests in the hands of the creative department, for it is their uniqueness to advertise or highlight a product or business in a way that it appeals to the targeted audience and in the process market that particular product successfully.
Current the media industry in India is at its peak. With the rise of media conglomerates, the merging of corporate world and the expansion of new digital technologies are transforming the media landscape. The citizens stay in a media saturated world. Business development is one important aspect that the media helps to increase by leaps and bounds. Media planning is mainly done through two innovative marketing maneuvers, Offline advertising and online promotions. Offline advertising deals with general advertising through newspaper, television, poster hoardings, public relation and other related stuff, online promotion primarily deals with the internet, and lately mobile technology. Generally a media and entertainment company provides a host of services that relate to offline marketing be it public relations, advertising campaigns & events hosting that would relate to the kind of business that needs to be promoted. Following is a small insight to the different segments that build up the media industry in India as a whole.
Advertising is a form of communication that is meant to drive customers to purchase or consume the goods/brand that is being sold. This is an enhanced form of marketing which convinces the customers and public that the brand they are selling are actually better then the others in competition. Advertising Agencies, as the name suggests, primarily focuses on generating business for its clients via aggressive promotions, either through television, radio or newspapers. The main responsibility of Public Relation Agencies is to reach out to its stake holders in order to gain the exposure and the reach to maximum people, thereby developing their business prospects and hence the term “Public or Publicity”. In order to achieve this, effective communication and thorough promotion through proper channel is a must. Attending and speaking at conferences and regular interaction with the press and media are certain activities that are undertaken by the Public Relation Agencies. Event Management is considered to be the most effective marketing tool to promote important marketing/ advertising campaigns. An Event Management Company promotes and hosts Corporate Events, Marketing Programs and special live events, thereby highlighting the brand name or the business that they want to market.
Internet Marketing is gradually becoming the hottest trend in marketing. During the last decade, the invention of the internet opened up a large medium to be connected to practically every part of the world. The internet is considered to be the largest fraternity in the world and to have your business enlisted there in the form of a website is benefiting. What is important here is the content that you have on your website and the strategies that you undertake to promote your website/business. Your content should describe your business in detail so that when a visitor looking for related stuff visits your website, he finds something substantial and he makes a contact and you generate business. Your website could be anything right from an e-commerce website to banking to online services, what would be important here is other then trying to convince the visitor that you are the best try convincing that the services that you along with others promote is the best. Advertising and marketing your products/services through proper channel is possibly the only way to expand and grow your business into something big and meaningful in the longer run.
