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Study of the Advertising Trends of the Lifestyle Channels in India

Study of the Advertising Trends of the Lifestyle Channels in India

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05/03/2013

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IIPM

Desk Project On
Study of the advertising trends of the Lifestyle channels in India

Subject: Advertising

Submitted To: By:
Prof. Robin Thomas IIPM,Ahemedabad.

Submitted
Bhavin Rayka FW/9-11/ISBE/FIN

OVERVIEW:ADVERTISING TREND IN INDIA

ADVERTISING: Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement

TREND:

Advertising is about striking the right note on those chords of the brain that most often are in sync with the heart. When this happens, a need is generated and brain directs to buy, be it a product or a service or an idea. Indian advertising too follows this rule but here age-old advertising trends are still thriving along with the latest innovative trends. Advertising started with the need to sell, and word-of-mouth advertising was the oldest mode to advertise; with the advent of social media it again has become a focal point of advertising. Social media has also altered the trend of oneway flow of information to interactive sessions where consumers have also become a part of the process. So instead of being force-fed advertisements, users are now getting empowered to choose. Internet has revolutionized the advertisement world. It has introduced international trends and made them more acceptable, especially in urban centres. Also, it is one of the most cost-effective ways to advertise. Though internet accessibility is increasing in India but a vast percentage of population is not yet exposed to it. Newer technologies have shifted focus from mass promotions to target marketing. Use of plastic money provides information on spending habits of consumers. Internet helps in tracking individuals’ interests.Opinion polls, television rating techniques and audience profiling leads to specific targeting of niche customers. This precision marketing is cost-effective and consumer is getting proactively involved due to importance given to his feedbacks. Today we don’t like giving a single minute from our time to advertisements whenever we have a choice to do so. We surf channels while watching television or listening to radio. We don’t waste time in opening unwanted emails. “Do not call registry” has given us option to stay away from telemarketers. But that doesn’t mean that people don’t like advertisements. With increasing spending power and more available options advertisement industry has much to provide. They simply have to remain on their toes to constantly satiate consumers’

changing sensibilities and sensitivities. Embedded ads during programs, some of which are woven in stories itself is one such example of changing times. Shorter, smarter, and wittier advertisements, which are believable and specific, are replacing exaggerated advertisements. But nothing could replace jingles from Indian ads! Occasion-based advertisements have been introduced in big way for which new occasions are created and older ones are reinvented. When we were kids we used to celebrate Republic Day and Independence Day but we never had merchandisers to come up with so many products to sell. Dhanteras and Akshaya Tritiya are well utilized by marketers. Present generation is more aware of these festivals than the previous one and no one is complaining! Mother’s Day, Father’s Day, Daughter’s Day and all such days were never heard of a decade back. Even days to put across social messages are included in this long list and advertised on vast scale. If we put cynicism aside for a while and separate consumerism from this, it has reintroduced celebrations in our lives. With the changing times – there are noticeable cultural changes in our advertisements. Not all of these changes are progressive. Advertisements are commoditizing every emotion and confusing young minds that fail to segregate information. Kids are more often targeted these days for all kinds of products, which reflect changing social scenario. Kids are not only influencing spending patterns but are getting more demanding with increased consumerism. Everyone is confused on what they really need. Some insurance companies still portrays that insurance is needed for son’s education and daughter’s marriage and nobody notices. Though not all ads projects our society but few such ads make us see the real picture of ourselves. We still have miles to go before we can actually say that ours is a progressive society. Instead of reacting when a female sitting judge of Supreme Court listed her daughter’s marriage as liability, we need to

convey right message constantly. There are undoubtedly many barriers which have been broken in recent times. Gender divide has softened in our advertisements. Though traditions haven’t lost their place but new values too are welcomed. Here special mention to Government advertisements is very important. These ads have most of the times struck the balanced note in conveying their messages in a convincing manner without having overzealous tones. In India, television, radio, newspapers, pamphlets and billboards are still a good bet. Viral marketing and direct mailers too are registering their presence. Youth may choose newer modes and there could be a rural-urban divide, but majority population in India still look for traditional modes of advertisements. Not just billboards but advertisements on walls while travelling on highways is a common sight. Along with all these exists our good old bhopu i.e. loudspeaker, which city dwellers do not miss but they play an important role in many canvassing in rural areas. Whether it is a celebrity who is promoting or a mere mortal, Indians want value for their money. Some of them might have learnt to spend without analysis but majority of them want ads to convey whether the product is worth their attention. Serve them well and reap the rewards.

OVERVIEW:LIFESTYLE

A way of living of individuals, families (households), and societies, which they manifest in coping with their physical, psychological, social, and economic environments on a day-to-day basis. Lifestyle is expressed in both work and leisure behavior patterns and (on an individual basis) in activities, attitudes, interests, opinions, values, and allocation of income. It also reflects people's self image or self concept; the way they see themselves and believe they are seen by the others. Lifestyle is a composite of motivations, needs, and wants and is influenced by factors such as culture, family, reference groups, and social class. The analysis of consumer life styles (called psychographics) is an important factor in determining how consumers make their purchase decisions. Need of good life style In a perfect world we would all be eating the right food, exercising, sleeping well and just generally enjoying life. In the real world most of us manage a percentage of the healthy lifestyle and muddle through as best we can with the rest of it. Part of the problem is we are encouraged to think, mostly by the media, that we should be doing everything possible towards a healthy lifestyle, all of the time. For most of us this is just not possible.

Constant concern about what we should or shouldn’t be doing causes our stress levels to go up and that negates any good work that we’ve done. Yes, we should certainly try for a healthy lifestyle, but the two key words are “moderation” and “balance”. By applying these criteria to achieving a healthy lifestyle we won’t be beating ourselves up for failing another diet or dropping out of the latest exercise regime.

A common mistake that many people make when they decide to adopt a healthy lifestyle is to try to do too much too soon. They then give themselves a guilt complex when it all falls apart. It is also easy to be influenced by others, when we should only be adopting a healthy lifestyle plan to suit ourselves. Do you have one, or do you just try the next thing that is in your magazine or Sunday supplement? By all means read these articles and take them into account as you plan how you want your healthy lifestyle to take shape. Leading a healthy lifestyle doesn’t mean you have got to run a mile before breakfast, eat seeds and think pure thoughts. Great if that’s what you want, but for most of us “healthy” means being in reasonable shape, eating our fruit and vegetables and generally having a feeling of vitality.

Today, much is made of organic foods, but the reality is that organic food is generally more expensive and well out of the range for most budgets. Yes organic is probably the best option, but it doesn’t mean that if you’re not eating all organic you are not eating right. If you’re concerned about general produce, be a bit discerning when you shop. Look for fruit and vegetables that are fresh and unblemished. You should also buy product brands that you can trust. If you shop wisely, you can have a well-balanced healthy diet that won’t break the bank. Basically living a healthy life means looking at your lifestyle as a whole, it is not just about diet and exercise. It is not always necessary to make major

changes. Most people know their weak spots, and are happy if they can make a few changes that show results. A friend of mine was drinking several cans of soft drink a day. She was feeling tired and generally under the weather. When I read an article about the health risk of soft drink I copied it and gave it to her, whereupon she decided to give up the soft drink there and then. A week later she got back to me and said she couldn’t believe the difference, her energy levels were up and she was feeling great. Just that one change was able to make a difference and she feels good about the healthy choice. Sleep and leisure time play a big part in a healthy lifestyle, and for the most part people underestimate the value of good sleep. Our bodies aren’t designed to operate at peak performance twenty four hours a day. Anyone in industry knows that machines that have to work continuously need a lot of maintenance. When we are sleeping our body is healing and regenerating itself and we should wake up feeling refreshed and revitalized. We can go without sleep for extended periods, but we can’t do it indefinitely. The amount of sleep an individual needs varies a great deal, and there is no such thing as the right time to sleep. Obviously most people sleep at night, but if you are one of those folk that comes alive in the small hours, you might need to catch up with your sleep during the day. A big part of healthy living is being comfortable with yourself. Don’t be pressured into trying to attain a certain look, or push yourself down a career path you are not suited to. Constant worry about what you are doing will only have the opposite effect on your health. Don’t get paranoid about your diet, about what toothpaste you should use or about expensive exercise equipment you need to buy.

Allow a common sense approach to dictate when you are making lifestyle choices, and remember, there is nothing wrong with compromise if it means your healthy lifestyle plan will work for you.

LifeStyle (formerly known as The LifeStyle Channel) is an Australian television channel. The channel launched on 1 September 1997. The channel has an emphasis on contemporary lifestyle interests. Its programming covers topics including food and wine, home and garden, leisure, travel and real life drama. LifeStyle has three subsidiary channels: LifeStyle Food, Australia's only channel dedicated to food, LifeStyle You, which is dedicated to fashion, health, makeover and wellbeing and LifeStyle Home which is dedicated to DIY and garden advice. channels include: + Food + Men’s Lifestyle + Auto + Sports + Women’s Lifestyle + Family + Green

+ Fashion + Shopping + Travel + Fitness, Health and Beauty + Home and Gardening

MAJOR LIFESTYLE CHANNELS BROADCASTED IN INDIA Channel name NDTV Good Times Logo

Care World

The Learning Channel

NDTV Good Times: The profile Indians are happy wearing their hearts on their sleeves and placing their hands in their wallets. Celebrations, consumerism and catharsis have created an Indian transformation that is the perfect potboiler for television programming. This is the India that is new, contemporary and at ease. And it is this cosmopolitan, urbane global Indian audience that NDTV Good Times (India’s first lifestyle channel) caters to.The everyday Indian lifestyle expert NDTV Good Times straddles issues from health and holistic healing to fashion and food. A contemporary soul cannot be alienated from travel and the luxe life, hence NDTV Good Times also devotes quite a bit of screen time to both these meccas of modernism. Launched in September 2007, the channel targets a largely cosmopolitan, socially progressive audience that is young and increasingly affluent, with an inclination towards better living. The programming is presented with style, wit and intelligence by hosts who are experts in their field. Well known personalities like Rajat Kapoor, Perizaad Zorabian, Seema Rahmani, Marut Sikka, Manju Malhi, Rajiv Makhni, Shatbhi Basu, Devika Anand and Arun Thapar, among others, offer quirky, incisive and spontaneous takes on their areas of expertise and create individualistic shows that engage the viewers as much for their content as for their style.

The patent:

The channel is a part of the NDTV Group. The NDTV group is India’s leading broadcaster and producer of news and current affairs programmes. It has 20 years of experience in the television industry and is widely recognised as the pioneers of news television in India. It has the unique distinction of being the market leader in the news sector along with being the most trusted media brand. The NDTV Good Times channel leverages the editorial credibility and programming quality of the NDTV group and fuses it with the strong lifestyle aspirations of the contemporary Indian. It offers original content that draws viewers looking for an entertaining experience. Within four months of its launch, the channel has won accolades. It was adjudged ‘Best Fashion & Lifestyle Channel’ at the INDY’s Awards, 2008 which have been instituted for excellence in mass communication, advertising and branding.

The

Lead Sponsor: The Good Times channel is a brand tie-up between NDTV and the UB

Group-owned Kingfisher brand . It leverages the editorial integrity and quality of the NDTV group and the strong lifestyle appeal of the Kingfisher brand. The channel offers original content and its animated presentation draws viewers looking for engaging entertainment.

The

Programmes: Good Times gives you a glimpse into Indian cuisine as it is today.

Unadulterated tastes, full on feasts, global get togethers – it's India done tastefully. Fine dining has slowly evolved into a national passion. Perfectly captured insights into this transformation is provided by celebrity chef, Ritu Dalmia’s sensual culinary experience on Passion. Famous food consultant Marut Sikka displays equally compelling cuisine craftsmanship in Lock Stock & Two Smoking Tikkas. Get on the Indian dhaba trail with our roadside eatery experts – Rocky and Mayur in Highway On My Plate.Take an informed glance on the things that epitomise the good life in Limited Edition with noted actress Perizaad Zorabian. Catch the contemporary take on healing the body and patching up the soul in a set of shows that make a virtue of pampering the self – spiritually and physically on RBK Life. For boys who like toys, NDTV Good Times brings The Next Big Thing with tech guru Rajiv Makhni, a gizmo show with all those gadgets to die for! In Spectacular Spas for Men presenter Arun Thapar begins a personal journey to the world of high-end male grooming.

Animal Lovers too get their peek at pet life extraordinaire on the weekly Heavy Petting with Seema Rahmani - a show strictly not for humans! Researched and anchored by noted columnist Simran Bhargava, One Life to Love is a show about energies - personal and cosmic, wealth - temporal and metaphysical and health - mind - body - soul. Sex, lies and intimacy issues is what Indians are now obsessing over. Get into the mind of the contemporary Indian with reputed actor-director Rajat Kapoor on Lounge.

Royal Reservation is a fun, exciting journey through princely India by a curious traveller with a love for great stories. Fashion is fickle. Its loyalty levels are abysmal and that is why a weekly show on fashion diktats and trivia is all important. Exactly what I'm Too Sexy For My Shoes delivers. Perfection comes at a Price. In Staying Alive in Bollywood we see how celebrities need to work out like mere mortals too! Free Fall is a roller-coaster ride of highs and lows, from the rush of adrenaline to that sinking feeling in the pit of the stomach. Travel anchor Neha Dixit takes viewers to the best destinations in the world for the most challenging and thrilling adventure sports.

The profile

TLC (former initialism for The Learning Channel) is an American cable TV specialty channel which carries a variety of reality-based and some informational television programming. Since 1991 TLC has been owned by Discovery Communications, the same company that operates the Discovery Channel, Animal Planet and The Science Channel, as well as other learningthemed networks. The channel is one of the few cable networks also legally available in Canada under its original American interpretation.

TLC imports a significant amount of programming material from the United Kingdom (such as Junkyard Wars) mostly through its parent company's ties to the BBC. It also produces U.S. versions of some shows (like What Not to Wear, originally a BBC production) as well as original programming . The channel was founded in 1972 and was originally dedicated to be an informative/instructional network focused on providing real education through the medium of TV. At one point it was known as Appalachian Community Service Network. In November 1980 the channel became known as "The Learning Channel", subsequently shortened to "TLC." The channel mostly featured documentary content pertaining to nature, science, history, current events, medicine, technology, cooking, home improvement and other information-based topics. These are often agreed to have been more focused, more technical, and of a more academic nature than the content that was being broadcast at the time on its rival, The Discovery Channel. The station was geared towards an inquisitive and narrow audience during this time, and had modest ratings except for "Captain's Log with Captain Mark Gray". This was a boating safety series which aired on TLC from 1987 to 1990 and achieved between a 4.5 to 6 in the ratings. "Captain's Log" was also the highest compensated series in the history of TLC receiving over thirty (30) times more compensation than any other series on TLC at that time and was allowed to sign yearly (vs. quarterly) contracts. By the early 1990s, The Learning Channel was a sister channel to the Financial News Network (FNN) which owned 51 percent of the channel with Infotechnology Inc. After FNN went into bankruptcy in 1991, the Discovery Channel's owners went into talks of buying The Learning Channel. An agreement was made with FNN and Infotech to buy their shares for $12.75 million. The nonprofit Appalachian Community Service Network owned 35 percent of the network, and was also bought out. The Learning Channel continued to be focused primarily on instructional and educational programming through much of the '90s, but began to air shows less focused on education and more themed towards popular consumption and mass-marketing; these would be later expanded.

TLC still aired educational programs such as "Paleoworld" (a show about prehistoric creatures), though more and more of its programming began to be devoted to niche audiences for shows regarding subjects like home improvement (HomeTime and Home Savvy were two of the first), arts and crafts (similar to Martha Stewart), crime programs such as The New Detectives, medical programming (particularly reality-based ones following real operations of real people and following them through the process), and other shows that appealed to daytime audiences, particularly housewives. This was to be indicative of a major change in programming content and target audience over the next few years.

Health care is not mainly a concern for a person suffering from illness and disease. It is for the mass of heath conscious youth, middle aged executives and figure conscious home makers who now seek a holistic approach to well being. Physical fitness no longer involves seeking a remedy for a specific ailment. It denotes a totally new concept of physical, mental and spiritual wellness which can be achieved by channels such as Care World, which with its vast data base provides input ranging from hospitals for the immediate ailments to information

regarding physical fitness centers and yoga clinics. In addition, pointers to a healthy diet which is necessary to body, mind and spirit, is also readily available for a complete holistic solutions to achieving a healthy existence. Apart from the vast data base which caters to every heath requirement, Care World satisfies the essential need of the affluent and the not so affluent, particularly the latter who can not invest in memberships and expensive spas and wellness institutes, who can not engage trainers and dietitians at exorbitant rates and pander to their beauty needs by visiting luxury clinics by facilitating their excess to fitness, well being and beauty by consulting just one channel and assimilating and absorbing the tips given by the experts in their respective fields. Television has universal and mass appeal. The medium reaches out to the literate and not so literate who do not have access to the limited written material on holistic approach to healing, wherein the past people in small towns and even in the outer areas of the cities were at the mercy of partially qualified doctors and quacks to diagnose and cure the illnesses (and more often than not incorrectly diagnosed). Care World now reaches out to people who can orient and educate themselves into the causes of the physical and mental disturbance and help and guide them to seek the proper, qualified avenue for its cure. Most of the advertising is done on blogs, social networks, internet associate program or channels on television and hoardings.

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