Pakistan Advertisers Society https://pas.org.pk/ Mon, 11 May 2009 07:17:53 +0000 en-US hourly 1 https://wordpress.org/?v=6.1.1 https://pas.org.pk/wp-content/uploads/2018/10/pas-logo-100x100.png Pakistan Advertisers Society https://pas.org.pk/ 32 32 Snapshot of the Radio Industry – September 2009 https://pas.org.pk/snapshot-of-the-radio-industry-september-2009/ Thu, 01 Jan 1970 00:00:00 +0000 https://pas.org.pk/?p=190 Snapshot Telecom Sector topped the advertising followed by Beverages and Banking in Sept ’08. Unilever was the top advertiser. Olper’s Milk was the top advertised brand. Top 10 Categories Top 10 Categories contributed 73% of the total Ad Volume in September No. Categories % Share 1 Telecom 25 2 Beverages 12 3 Banking Services 6 […]

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Snapshot
  • Telecom Sector topped the advertising followed by Beverages and Banking in
    Sept ’08.
  • Unilever was the top advertiser.
  • Olper’s Milk was the top advertised brand.

Top 10 Categories

Top 10 Categories contributed 73% of the total Ad Volume in September

No. Categories % Share
1 Telecom 25
2 Beverages 12
3 Banking Services 6
4 Milk 6
5 Credit Cards 5
6 Edible Oil 5
7 Cell Phones 4
8 Soaps 4
9 Hotels and Restaurants 4
10 Foods 4

Figures are based on number of seconds

Top 10 Advertisers

4 of the top advertisers belong to the Telecom Sector

No. Advertisers % Share
1 Unilever Pakistan 11
2 Telenor 8
3 Engro Foods 5
4 Nokia 4
5 Warid 4
6 Royal Bank of Scotland 4
7 Sunsip 3
8 Mobilink 3
9 China Mobile 3
10 TCS 3

Top 10 Brands

No. Brand
1 Olper’s Milk
2 Lifebuoy Soap
3 Nokia
4 RBS
5 Knorr
6 Djuice
7 Telenor
8 Zong
9 TCS Red Box
10 Zem

Courtesy: MediaMiles.

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Mind Bridges https://pas.org.pk/mind-bridges/ Mon, 05 May 2008 08:20:29 +0000 https://pas.org.pk/?p=747 AUTHOR: MAX SUTHERLAND
When changing messages, construct a mind bridge between the old ad campaign and the new one so that consumers can use it to ‘cross over’ - from one to the other.
When an existing attribute (e.g. ‘the great taste of Pepsi’) is well established in mind, any change of message can face resistance and take considerable time to ‘wear-in’. That’s because the new one has to displace the old one. However if you use a mind bridge, this doesn’t have to happen

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AUTHOR: MAX SUTHERLAND
When changing messages, construct a mind bridge between the old ad campaign and the new one so that consumers can use it to ‘cross over’ – from one to the other.
Early Volvo ad bridging from safety to appearance.

When an existing attribute (e.g. ‘the great taste of Pepsi’) is well established in mind, any change of message can face resistance and take considerable time to ‘wear-in’. That’s because the new one has to displace the old. However if you use a mind bridge, this doesn’t have to happen. The trick is to enable something new to enter the mind without displacing the old. To do that, use a mind bridge. Here’s an example of a mind bridge. Years ago, when introducing the 940 model, Volvo wanted to focus on appearance instead of safety (the traditional Volvo attribute). Volvo did both by using this headline: ‘You don’t have to crash this Volvo to appreciate its beauty.” Note how this mind bridge reinforces the old attribute, (safety), while introducing the new (beauty), and enables both to be held in mind at the same time. In the absence of a bridge like this, the new is likely to be pitted against the old and they run the risk of interfering with each other.
As I pointed out in an earlier column, the human mind is like an interlocking structure. Ad campaigns along with brand attributes and things generally, ‘stick’ in the mind better when they integrate rather than are unrelated to each other. Integrating them means building a mind bridge – to help people cross from the old to the new.
Let’s look at another case example that underlines the crucial importance of a mind bridge – this one from my tracking experience.

“You got the right one baby…Uh, huh”

Pepsi’s platform for many years and the main focus of all its communications was taste. The peak of this was the Pepsi Challenge showing people preferring Pepsi to Coke. Then, in 1998 Pepsi launched the ‘Uh, huh’ Ray Charles campaign. This was quite catchy but it was a substantial departure from the previous single-minded focus on taste. The expression Uh, huh’ became a mnemonic that when we heard it, reminded us of Ray Charles and Pepsi. The full line was “You got the right one Baby…Uh, huh” – sometimes abbreviated to “Uh, Huh”.
Instead of going straight into the campaign, the following bridging commercial was used at launch:

Ray Charles is playing piano and sipping occasionally from his can of Diet Pepsi near at hand. Several attractive girls try to trick him by switching it for a can of Diet Coke. Ray cannot see the switch (or indeed see the can) but he instantly detects the taste difference as soon as he takes a sip. He is highly amused at their joke. They return his can of Diet Early Volvo ad bridging from safety to appearance.
Pepsi and he tastes it approvingly and breaks into the launch catchphrase ‘‘You got the right one baby. Uh, huh’.

Ray Charles ‘Uh, huh’ campaign for Diet Pepsi.

It was a great bridging ad that not only introduced the ‘uh, huh’ mnemonic but also linked it up in people’s minds with taste as the ‘reason why’ Pepsi was ‘the right one baby’. Thus, it enabled the ‘Uh, huh’ campaign to be seen as an extension and follow-on that reinforced the previous emphasis on taste. ‘Uh, huh’ was like a mnemonic for better taste. The ads that aired following that bridging commercial (see one here and another one here) made little reference to taste but nevertheless the ‘reason why’ it was ‘the right one baby’ had already been clearly established by that bridging commercial. The mind bridge played an absolutely crucial role. How do I know? Because that bridging ad failed to go to air in some regions – for various reasons (including mix ups and budget cuts) and it was thus possible to examine what difference it made. Where this ad did not play, consumers got their first exposure to the campaign without this mind bridge. They were hit straight out with the ‘You got the right one baby. Uh, huh’ campaign that had only muted reference to taste. The difference in the ads is subtle but the effect in the tracking results was dramatically different. The campaign in those regions never worked anywhere near as well. The problem was that people couldn’t easily ‘cross over’ because the mind bridge to the previous campaigns was missing.
If you really must change messages, the key lesson is to look for ways to integrate the new message – some way that will reinforce the old at the same time as introducing the new. Construct a mind bridge between the old campaign and the new one that people can use to mentally cross over from one campaign to the other.
That way, the new campaign doesn’t have to ‘wear-in’ or displace the previous campaign and push it out of mind before the new one can catch on. Use a mind bridge to maintain continuity in communications and retain the equity that has built up through investment in all those past campaigns..

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PAS takes an industry position on ‘Advertising on Cable’ https://pas.org.pk/pakistan-beats-india-by-45-runs/ Tue, 01 Jul 2008 07:47:10 +0000 https://pas.org.pk/?p=69 On the requisition of certain members, Pakistan Advertisers Society (PAS) initiated a dialogue on Advertising on Cable Networks that air channels which do not have landing rights in Pakistan and/or show pirated content illegally on their in-house channels. The intense deliberations with all the members of the Society it was finally decided that this practice […]

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On the requisition of certain members, Pakistan Advertisers Society (PAS) initiated a dialogue on Advertising on Cable Networks that air channels which do not have landing rights in Pakistan and/or show pirated content illegally on their in-house channels.
The intense deliberations with all the members of the Society it was finally decided that this practice not only violates the government laws but also the Intellectual Property Right laws that can hold the advertisers responsible for supporting and abetting this act on moral and ethical grounds and therefore the advertisers should abstain from certain forms of advertising on channels that air illegal content and will encourage legal content.
PAS will now act as an authorizing body that will issue NOC to all the legally procured content on which companies will be free to advertise.
In support, all the major advertisers signed the pledge with PAS to abide by this decision.
For detailed ‘position paper’ kindly contact PAS Secretariat at +9221 583 6072 or email at secretariat@pas.org.pk.

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The Swear**g Effect in Advertising. https://pas.org.pk/the-swearg-effect-in-advertising/ Mon, 11 Aug 2008 08:34:22 +0000 https://pas.org.pk/?p=765 AUTHOR: MAX SUTHERLAND
This article is prompted by an ad at Brisbane airport urging to fly Air Asia to Phuket, Thailand. It analyzes the effects of these and other ads that slipstream swearing for attention and impact. However, these can be double edged swords and might turn risky, turning many people off than turn on.

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Worldcall legalizes their in-house channel ‘WE’ https://pas.org.pk/top-trade-associations-embrace-first-ever-broad-industry-self-regulation/ Thu, 23 Oct 2008 07:44:27 +0000 https://pas.org.pk/?p=64 In response and support of the position taken by PAS on ‘Advertising on Cable’, Worldcall Telecom Limited has announced to launch a dedicated In-house Channel ‘WE’ showcasing only licensed content for which PAS has issued an NOC.The transmission will start from 1st of November ’08 on all the Worldcall stations that include Karachi, Islamabad, Multan, […]

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In response and support of the position taken by PAS on ‘Advertising on Cable’, Worldcall Telecom Limited has announced to launch a dedicated In-house Channel ‘WE’ showcasing only licensed content for which PAS has issued an NOC.The transmission will start from 1st of November ’08 on all the Worldcall stations that include Karachi, Islamabad, Multan, Faisalabad and Gujranwala.
This initiative came when PAS took a position on behalf of its member advertisers to not advertise on illegal content in the spirit of self-regulation and to promote high ethical standards in advertising.
For detailed ‘position paper’ kindly contact PAS Secretariat at +9221 583 6072 or email at secretariat@pas.org.pk.

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Cable Marketing Companies starts offering legal content to advertisers https://pas.org.pk/cable-marketing-companies-starts-offering-legal-content-to-advertisers/ Thu, 06 Nov 2008 06:24:34 +0000 https://pas.org.pk/?p=243 Some of the major cable marketing companies have started obtaining cable rights for content that can be aired on prescribed list of Cable Networks within the territory of Pakistan. PAS is issuing NOC to all such content after verification during which companies can now advertise or avail the opportunity to brand the software.For detailed ‘position […]

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Some of the major cable marketing companies have started obtaining cable rights for content that can be aired on prescribed list of Cable Networks within the territory of Pakistan. PAS is issuing NOC to all such content after verification during which companies can now advertise or avail the opportunity to brand the software.For detailed ‘position paper’ kindly contact PAS Secretariat at +9221 583 6072 or email at secretariat@pas.org.pk.

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CBL signs PAS pledge on ‘Advertising on Cable’ https://pas.org.pk/cbl-signs-pas-pledge-on-advertising-on-cable/ Thu, 01 Jan 2009 06:25:26 +0000 https://pas.org.pk/?p=246 Continental Biscuits Limited manufactures of LU biscuit, in support of PAS decision on ‘Advertising on Cable’ have signed the pledge and will not be advertising on any illegal content.Although this decision has only been formalized w.e.f Jan., 1st 2009, they have actually not been advertising on these channels since Sept., 1st 2008 after the position […]

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Continental Biscuits Limited manufactures of LU biscuit, in support of PAS decision on ‘Advertising on Cable’ have signed the pledge and will not be advertising on any illegal content.Although this decision has only been formalized w.e.f Jan., 1st 2009, they have actually not been advertising on these channels since Sept., 1st 2008 after the position was announced by PAS..

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Radio Industry Snapshot – Jan 2012 https://pas.org.pk/radio-industry-snapshot-jan-2012/ Sun, 01 Mar 2009 11:26:56 +0000 https://pas.org.pk/?p=1228 A snapshot of the Radio Industry for the month of Jan 2012. Who’s leading the industry with radio campaigns? Who’s getting the best return from radio?

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PAS – Radio Industry Snapshot – Jan 2012

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PAS organizes its Annual Conference https://pas.org.pk/pas-organizes-its-annual-conference/ Mon, 02 Mar 2009 06:26:00 +0000 https://pas.org.pk/?p=248 In an effort to raise the standard of Advertising Industry of Pakistan, PAS organized a one-day conference “The Age of Accountability… maximizing your ROI’s” on February 26th at Karachi Marriott Hotel.The conference was presented by local and international experts from Singapore, Malaysia and the United Kingdom who shared their experience and expertise by presenting topics […]

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In an effort to raise the standard of Advertising Industry of Pakistan, PAS organized a one-day conference “The Age of Accountability… maximizing your ROI’s” on February 26th at Karachi Marriott Hotel.The conference was presented by local and international experts from Singapore, Malaysia and the United Kingdom who shared their experience and expertise by presenting topics like Establishing ROI for Corporate Success, Laying the Foundation of ROI, Engagement Models and Return on Idea – the new definition of ROI.
The conference also had an open-floor dialogue session with industry experts representing advertisers/marketers, ad agency and media buying house that discussed the local industry and its practices.
The conference was attended by approx. 150 marketing and advertising professionals from various industry sectors.
The prime sponsor of the conference was Telenor. Other partners that supported the conference were Unilever Pakistan, Continental Biscuits, Nestle Pakistan, English Biscuits, Reckitt Benckiser, National Foods, SAP and Zulfeqar Industries. DAWN NEWS and CityFM89 were the media sponsors of the event..

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Sleight of Brand https://pas.org.pk/sleight-of-brand/ Mon, 11 May 2009 07:17:53 +0000 https://pas.org.pk/?p=707 AUTHOR: MAX SUTHERLAND
Brands like 'McCurry' and 'Bibles R Us" are a form of slipstreaming that the author calls ‘sleight of brand’. They employ a variation of someone else’s brand to capture attention.
Just as entertainers do clever impersonations of famous people, so brands sometimes do light hearted ‘impersonations’ of famous brands. People appreciate cleverness in art and they appreciate cleverness in branding. But how do you do this effectively and keep out of court?

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AUTHOR: MAX SUTHERLAND
This month in Australia, two companies called a truce in their legal skirmish over product copying. It began when cookie manufacturer, Arnott’s (owned by Campbell’s) objected to Krispy Kreme selling a doughnut called “Iced Dough-Vo” because it infringed on its own brand, the iconic Australian biscuit called ‘Iced Vo Vo’.
Krispy Kreme ‘Iced Dough-Vo’ (left) and Arnott’s Iced Vo Vos (right)
Krispy Kreme ‘Iced Dough-Vo’ (left) and Arnott’s Iced Vo Vos (right)
Krispy Kreme conceded that their product is designed around the same concept but “only to pay homage to what is a classic Australian product”. That may sound a bit disingenuous but keep in mind that one is a cookie while the other is a doughnut. They are different products. The intent here is not identity-theft. People know the two brands are different despite having the same rhyme and the same number of syllables and the same final syllable and both products being pink and edible. Why all the kerfuffle then and why does invoking a popular brand like this trigger so much media attention?
This is really a form of slipstreaming that I call ‘sleight of brand’. Just as entertainers do clever impersonations of famous people, so brands sometimes do light hearted ‘impersonations’ of famous brands. Just as Tina Fey mimicked the Sarah Palin character on Saturday Night Live, this type of brand impersonation act is strangely captivating.
Tina Fey as Sarah Palin
Tina Fey as Sarah Palin

It is greeted with silent applause and if executed cleverly, generates lots of free media publicity – as happened here and probably to the benefit of both products.

Intrigue

To understand the power of ‘sleight of brand’ you have to realize that our brains find it captivating when something is uncannily like something else. Look at the next set of images. We immediately identify George Bush on the left and Arnie Schwarzenegger on the right. What is intriguing is the person in the middle. He fascinates because he reminds us of Bush or Arnie. Yet we are under no illusion that he is either one.

Reminding v Recognition

Our brain is well equipped to cope with mismatches. Even though this graphic may fire the pattern for Arnie or for Bush, it merely reminds us of them but doesn’t pass itself off as them. That’s because we have mismatch cells in our brain that fire in response to differences and match cells that fire in response to similarities. These are crucial because even when we see the same brand or the same person again, there is never a perfect match. (The lighting can be changed, the person may be older or have their hair shorter etc.

Reminding v Recognition
Similarly, a familiar brand may now be in a larger pack with a redesigned logo or be formulated in a different color.) When a stored pattern fires along with enough mismatch cells, we do not interpret the experience as recognition; we do not see it as false identity. We interpret it as reminding. So Iced Dough-Vo reminds us of Iced Vo Vo by firing the Iced Vo Vo pattern in our brain.
The difference with being reminded when the pattern fires, is that differences as well as similarities are salient.

‘Brand’ Examples

So just as the middle face captivates our curiosity, intrigue also occurs when we are reminded in a similar way of a famous brand. Here’s an illustration of a relatively unknown ‘brand’ identity invoking a famous ‘brand’ to help capture more attention.
In 2004, a candidate, running for political office in the city of Melbourne Australia used as his theme: “Raymond Collins for Lord Mayor. Everybody loves Raymond”. Clearly, everybody did not love Raymond because he did not win. But that’s another story. He did get attention.

McCurry
Another example of an unknown identity invoking a famous brand name is this. An Indian curry house in Malaysia called McCurry won an 8-year legal battle this month. The Malaysian court found that its use of the prefix ‘Mc’, does not infringe on the McDonald’s trademark. According to the court, there was no question of people confusing the two companies because McCurry offered completely different (Indian) dishes. In other words, McCurry invoked McDonalds … but it does not pretend to be McDonalds.
Entertaining impersonations are to be distinguished from identitytheft. By way of contrast in China right now, many counterfeit versions of the iPhone are being marketed (see NY Times story) that infringe patent as well as trademark rights because they are a direct copy right down to the keyboard, touch screen, the familiar Apple logo and the ‘iPhone’ name.
‘Sleight of brand’ is when the unknown brand evokes, but does not pass itself off’ as the famous brand. Mostly it is a fun impersonation (or parody) of the famous brand and works a bit like a pun. People enjoy wordplay and they appreciate its cleverness. (See my column “A Pun is its Own ReWord”). And this liking response to the cleverness can wash over onto the brand.
For effective ‘sleight of brand’ to take place, the brand name doesn’t have to be identical and it doesn’t even have to be close, as long as by association, the word-play evokes the target in a reminding way.
I can think of some rock bands that have been particularly good at this. Think of the rock band “Howded Crouse’ who successfully slipstreamed the celebrity brand ‘Crowded House’. Also, think of the group ‘Bjorn Again’, a successful entertainment group that slipstreamed the ever-popular ABBA phenomenon (with no licensing fees to shell out).

Dickheads

As a lovely illustration of ‘sleight of brand’ word play, take this example. The Australian adventurer and businessman Dick Smith, back in 2000, launched his own brand of matches (for cigarettes). ‘Redheads’ is the traditional market leader and an iconic Australian brand. Dick Smith called his brand ‘Dickheads’ (sic!). Like Krispy Kreme, he conceded that he copied the concept but at the same time he was careful to also incorporate significant differences (as you can see from the pack shots). His intent was attention and intrigue rather than deception. Again, this is what distinguishes ‘sleight of brand’ from counterfeiting.

Dickheads
Dickheads

In the Dick Smith case, we see extremely clever wordplay because as well as copying the last syllable in the name Redheads, the first syllable is a clever play on Dick Smith’s own name. In a reminder fashion it evokes the famous brand but does not imply that the two products are identical… or even related. Yet at the same time, the consumer ‘gets it’.
Just as people appreciate cleverness in art, people appreciate cleverness in branding. A name like ‘Dickheads’ arrests attention in its own right and Dick Smith’s effort was doubly clever for the reason that it also exploited another source of attention – the taboo effect.
(See my column The Swear**g Effect in Advertising).
Redheads

Redheads waged a three-year legal battle against Dickheads but to no avail because, as with McDonalds in their fight against McCurry, they lost in the end…. and it is likely that Arnott’s Iced Vo Vo would lose too if they pursued their case. Keeping Out of Court Legal skirmishes are a hazard though because they can become prolonged. So, one way to minimize the legal hassles is not to target a competitor but instead perform ‘sleight of brand’ on a non-competitor.
For example, many companies have benefited by performing ‘sleight of brand’ on the famous retailer, Toys R Us. Think Wigs R Us, Dried Flowers R Us, Beds R Us, and even ‘Bibles R US’. Similarly many businesses perform ‘sleight of brand’ on the classic movie ‘Ghost Busters’. Think ‘Leafbusters’ (roof maintenance), ‘Bark Busters’ (dog training) and ‘Stain Busters’ (carpet cleaning).
Bibles R Us Just one of many companies that slipstreamed the famous ‘Toys R Us’

Especially if you are not in the same business as the owner of the trademark, it makes it much less likely the company can sue successfully. Indeed, less likely they will sue at all. The launch of the USA rock band ‘Postal Service’ is a final example to underline the potential advantages of ‘sleight of brand’. Instead
of suing the band for co-opting its name, the U.S. Postal Service reacted by entering into a marketing agreement, inviting the band to play a concert for their senior execs and selling the band’s CD through its website. USPS agreed to let the band keep using the name via this licensing deal and took advantage of its association through co-promotions.

Conclusion

The free boost to marketing performance from ‘sleight of brand’ is no illusion. It can put the cream on the Krispy and add power to the Postal Service. It is a magic method of slipstreaming and a wizard way to generate intrigue to capture both consumer and media attention..

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