StartupTalky

Tag: advertising

  • Top 5 Creative Ad Campaigns of Cadbury

    When it comes to campaigns, Cadbury has always come up with beautiful ideas and concepts. For the past two years, Cadbury Dairy Milk has organised tons of campaigns all around the globe through the vivid theme of benevolence.

    Cadbury, being Britain’s top brand, is the most superior and one of the oldest brands of Britain, established in 1824. Cadbury came with several initiatives and campaigns in the tough time of the Covid-19 pandemic. They talked about the ideology of giving and sharing and did great things to make this happen. As a result, Cadbury has no doubt won millions of hearts among its audience.

    Cadbury has always tried something new and creative in its marketing strategies. Recently, the brand’s latest ad is known to win warmth and love from the audience. It has charmed the audience like nothing else, and this is all because of Cadbury’s constant stream of extraordinary marketing efforts and initiatives.

    Talking about marketing strategies and campaigns, we have presented this article to discuss the top campaigns of Cadbury. So, let’s get started!

    Mum’s Birthday
    Chocolate Bar Competition
    Cadbury’s famous Gorilla
    Cadbury Creme Eggs
    Cadbury Creme Bus Stop Game
    FAQ

    Mum’s Birthday

    Throughout its journey, Cadbury has faced several challenges, and the biggest one was staying consistent and relevant. It was essential for the brand to keep up with its standards, especially towards the consumers. For that, Cadbury has provided multiple options in its products along with the category of sugar amount.

    However, reports are made on Cadbury’s sales and data, which showed the sales rates of the company has declined by 3-4%, and its ranking has also been recessive. Looking at these statistics and data, the company replaced the “Free of Joy” campaign with Mum’s birthday campaign.

    In this ad where they feature a little girl trying to buy Cadbury dairy milk for her mum’s birthday. The little girl wanders in, asks for chocolate, hands over a handful of stuff as change and then rushes out to give her mom the chocolate.

    Chocolate Bar Competition

    Cadbury is very creative with its extraordinary campaigns and contest ideas. For example, the company once organized a competition for its consumers to design and make a custom Cadbury Dairy Milk Bar.

    After the top-rated Trucks and Gorilla campaign, Cadbury took the digital platform and organized its chocolate bar-making competition. Sounds interesting, right? Yes, that’s what the audience also thought of!

    It was virtual, and the participants had to design and create their chocolate bar via the machine “Chocolate Steam Dream”, and at last, the judge would decide the winner. However, the most fun part was, the winner would receive a customised Cadbury Dairy Milk Chocolate bar.

    Cadbury’s famous Gorilla

    In the year 2007, the sight of Gorilla became pretty famous as the Gorilla showed him playing the drums to Phil Collins 1981 hit – ‘In the Air Tonight. This became a viral sensation among the public.

    Looking at this, Cadbury’s famous Gorilla also received enormous popularity; in fact, it became the most-watched and favourite ad in the United Kingdom. You might be thinking about how the Gorilla ad became so popular?

    The main reason behind this back in 2007 was that advertising wasn’t humour-driven or quirky compared to today’s advertising. But with Cadbury’s Gorilla ad, the advertisers went entirely off the general standard, creating something that will make the audience feel good and charmed. And that’s what happened to Cadbury’s famous Gorilla Ad!

    Cadbury Creme Eggs

    Cadbury 'Go on the Loose' Campaign
    Cadbury ‘Go on the Loose’ Campaign

    Cadbury’s next very famous campaign is the Arrest of twisted Creme Eggs, which received a significant amount of warmth and appreciation from the audience. The company changed the oval-shaped bar into a rectangular-shaped bar. The three advertisements of this campaign showed “goo on the loose†by arresting, restraining and tackling the opposing chocolate treat.

    The Creme eggs campaign is pretty innovative and clever as being personified. Through such a marketing approach, the consumers connect more effectively with the company’s products. Also, it builds up a strong relationship between consumers and the company.

    Cadbury Creme Bus Stop Game

    Standing at the bus stop, waiting for your bus to arrive, is a hell of a tedious and tiring task. So to deal with this, the advertising agency Saatchi & Saatchi developed an interactive gaming option for the public, which turned numerous Bus stops of the UK into gaming stations. So the travellers just have to bash all the falling eggs in 20 seconds so that they can release the creamy goop.  

    And you’ll be amazed to know that recently this marketing agency has created television advertisements for Cadbury as Cadbury’s very own Touch Screen Bus Shelter Game.

    Conclusion

    Cadbury has always come up with great advertising ideas and concepts. In addition, the company has always chosen an innovative way to charm the audience and increase consumer engagement. But even after altering so much in its marketing strategies, Cadbury kept up with its standards; being established in the early 1800s, Cadbury has undoubtedly become legendary with its mesmerising chocolate bars.

    When it comes to the campaigns of Cadbury, there have been numerous variations, but all these resulted in great numbers. Through this article, we attempted to discuss the top campaigns by Cadbury. Hope you find this interesting! Stay tuned for more of such content.

    FAQ

    Who does the advertising for Cadbury?

    Ogilvy Melbourne has been named the local creative agency for Cadbury Dairy Milk.

    Who are the competitors of Cadbury?

    The top Competitors of Cadbury are Mars, Hershey’s, Nestle, Kraft Foods, Lindt, and Ferrero.

    Which are the top 3 markets for Cadbury?

    Cadbury’s top 3 markets are U.K., Australia and India.

  • Why Too Much Marketing Is Toxic For Your Startup?

    Marketing helps in building up your brand, nothing works without marketing in this world. It helps in getting visibility from the audience and building good relationships with the customers.

    Survival of a business without proper marketing is practically impossible. In the business world, startups are hugely recognized now. There is hardly anyone who doesn’t prefer to be their own boss. Now, to make that startup a successful one, here also, marketing is required, in fact, it is even more necessary.

    Startups are hungry for growth, so naturally, to develop their business, they take marketing very seriously. It works on spreading their name, which in return helps on building the brand. Plus sales also increases because of marketing and deep connection with customers can be made as well.

    “Our jobs as marketers are to understand how the customer wants to buy and help them do so.”

    — Bryan Eisenberg

    Marketing is surely vital for businesses but it can be harmful to your brands as well. How? Well in this article we will discuss that. So, let’s dive in.

    Why Excessive Marketing is Bad for your Startup?
    Reasons That Makes Excessive Marketing Bad
    How to Avoid Excessive Marketing?
    Facts About Marketing
    FAQ

    Why Excessive Marketing is Bad for your Startup?

    Too much of anything is bad. One shouldn’t overdo it for the sake of doing it. The same goes for marketing, in today’s world a human get exposed to 500 advertising messages regularly but not all of them can make a space in the customer’s mind.

    Customers are smart enough to block excessive marketing. To be specific excessive marketing may result in a downfall of a startup or any kind of business for that matter; one should be careful and must not cross the line.

    According to a report, at least 44% of people from Facebook tend to unfollow brands due to flooding the followers’ timeline with excessive posts.

    Risks and Rewards of an Invite-only Marketing Strategy
    The main benefit of invite only strategy is that it makes your startup seem exclusive and private which makes it even more interesting for users.
    StartupTalkyShubham Kumar

    Reasons That Makes Excessive Marketing Bad

    Over marketing has multiple reasons that can lead to a death of a startup, some of them are down below:

    Wastage of Funds

    If you are a startup, the worst mistake you can do is the wastage of funds. The truth is funds are limited, especially when you’re a newborn company. If unnecessary money is spent on marketing, it can backfire, because there is a possibility that the marketing strategy may not work.

    Another thing is, if the customers become more interested to buy the products and the company is not able to meet the expectations, it will create problems.

    Unnecessary increase in the expenses of the company

    Early age startups may not be aware of their target audience and not have the required data but, if the startup is advertising furiously, this may lead unnecessary increase in the expenses of the company while not giving any profit in return.

    For the marketing of a business, professionals are needed to do the job. Apart from that, space and infrastructure is also needed for them, thus increasing the expenses of the startups.

    This will lead to limited funds being sidetracked and used for secondary functions like marketing instead of using them for actual products and services. So, it may compromise the quality of the products.

    Negative Image of the brand

    With excessive marketing, people can get bored and may feel irritated with messages, emails, or social media posts blowing their phones up. This may create a negative image of the brand in front of the customers and their visibility can irritate them and thus works against the startup by creating distaste amongst customers.

    Unnecessary Controversy

    Excessive marketing with advertisements can also lead to controversy sometimes and may create a negative impact of the brand in front of its audience.

    What is Micro Marketing? | How to do Micro Marketing?
    Micromarketing is marketing management that is executed at specific level. Know about micro marketing and examples of successful micro marketing.
    StartupTalkyRoshni Tamta

    How to Avoid Excessive Marketing?

    The startups need to be aware of over-marketing their company and they can do that by:

    • The first and foremost thing, that should be done is to keep an eye on the number of subscribers and followers of their startup on social media. If people are unsubscribing and unfollowing you, that means something is wrong.
    • Keep a check on the number of times you are sending marketing messages to the customers.
    • Repetitive and irrelevant messages should be avoided.

    Facts About Marketing

    Marketing can be difficult as well as interesting for a business. There are a few interesting facts that one must be aware of marketing and they are:

    • An advertisement can only have the attention of consumers for a limited time. In fact, an average consumer only gives 8 seconds of their attention.
    • In this digital world, 75% of the marketing budget is spent on digital marketing only.
    • Articles that contain relevant images get more views.
    • Over 78% of people unsubscribe from emails if the company over sends their messages in the hopes of marketing.
    • 20% of marketers use gifs in their email marketing campaigns.

    Conclusion

    Marketing is a prime need for a startup. A proper strategy is required and followed to achieve the goals of the business. Although, sometimes companies overdo marketing which creates a negative impact and may cause the downfall of the startup. This toxicity needs to be avoided so a startup can fulfil its aim without any roadblocks.

    FAQ

    What is Marketing?

    The process of promoting the products and services of a business is called marketing.

    What are the Four Types of Marketing Strategies?

    There is Cause marketing, Relationship marketing, Scarcity marketing, and Undercover marketing.

    What is one negative effect or impact of advertising?

    Advertising has potential to feed into unrealistic expectations in your mind.

  • Netflix Viewership And Its Effects on E-commerce & Economy | The Netflix Effect

    You would be living under a rock if you don’t know what Netflix is. It is the world’s most popular subscription based video streaming service. Founded in 1977 and was originally a DVD rental service. In 2007 it began streaming cinema online (OTT Service) and became the Netflix that we know today.

    Streaming services such as Netflix have changed the way we consume media in the world today. With the emergence of “binge watching” we now have access to and can consume more entertainment than ever before. But how are these new opportunities affecting our culture as a whole? As of July 2021, Netflix has 209 million subscribers. That is a huge number and It grows around ten percent every year. With this number of viewers watching everything that Netflix produces, there are some “after effects” too. Effects that continue even when your favourite movie or series come to end. So what are these Effects and how are they relevant to us and the Environment/Economy around?

    Netflix Effect
    Queen behind Chess win
    Squid Games in Real
    The Imitation Game
    The future of advertising
    Conclusion
    FAQs

    Netflix Effect

    The Netflix Effect

    We are talking about the Netflix Effect. This term can be used to describe several events that are the consequences of the culture that borns out of Netflix’s shows and movies. For instance Actors that became a sensation overnight or certain products after being used in a film or show getting huge demand from everywhere. With a huge audience waiting eagerly for the next season of shows or sequels, this effect is obvious and inevitable in all senses. To get more clear let us take an example.

    Top 7 Best Netflix Documentaries for Entrepreneurs
    Business documentaries are a great source of motivation. So, here are some of the must-watch Netflix business documentaries for Entrepreneurs.
    StartupTalkyAvantika Bhardwaj

    Queen behind Chess win

    The Queen’s Gambit is a TV series, released on Netflix in October last year. The plot was about an orphan chess prodigy who dreams of becoming a chess grandmaster someday. The show soon became one of the most popular shows on Netflix. Before its release, if you’d asked the general public whether a show about chess could bring in millions of viewers and break Netflix records, chances are most wouldn’t have believed you. YES, A record-setting 62 million households chose to watch The Queen’s Gambit in its first 28 day.

    With this rising viewership, the show created a cult, a culture that interested a lot of people. The after effects of this huge Fandom were many. To count a few, the show soared sales of chess boards, people all of a sudden began learning how to play chess, The original novel became a bestseller and Chess-dot-com (Online Chess platform) saw huge sign ups, Chess apps downloads went up by many folds. This is what happens when a show becomes immensely popular, People start copying and imitating their favourite characters in the show.

    Google Trends showing splurge in “Chess” term in UK

    Squid Games in Real

    The most recent Netflix blockbuster “Squid Games” has become a pop culture phenomenon. Released in September, It is a Korean Horror-Survival series. Striking a chord with the audience, The show has produced massive ripple effects in trends. From Squid games themed fashion lines to viral challenges on Tik-Tok.

    Squid Game Costume
    Squid Game Costume

    All of a sudden everyone is mentioning a reference from the show. People are cosplaying the characters, Learning korean, Not to mention Dalgona candy sales are at an all time high, and oh my gosh !! White sneakers are generating 7800 percent more sales than before. Vans(Shoe store) is having a good boom after this. Duolingo’s Korean learners increased by around 40% and everyone just wants to jump into the fashion.

    A character from the show “HoYeon Jung” became an overnight sensation when her IG followers jumped to the sky, was roped in by Louis Vuitton and was made the face of the luxury brand.

    HoYeon Jung Instagram
    HoYeon Jung Instagram

    Squid Game is still producing viral benefits for brands.

    The show was viewed by over 142M households worldwide and generated an estimated $900M in value for Netflix. (The series cost Netflix only a little over $21M.)

    What is Netflix Shop and How Netflix is planning to enter into Ecommerce with it?
    Netflix is all set to launch its own e-commerce store, Netflix Shop. Lets understand the strategy followed by Netflix and understand the business model of its store.
    StartupTalkyAlan Joseph

    The Imitation Game

    As google is synonymous and an official “Verb” for searching, Netflixing has become a synonym to “binge watching”. Ask for binge recommendations and most and all you get is Netflix produced stuff. It has changed how we consume media for entertainment. Online streaming is not killing cinephilia, but rather it is changing the way we view movies and interact with that particular medium. I would also say that cinephilia is not dying and, in some ways, I would say it is stronger than ever.

    The reason why I have named this para as ‘Imitation Game’ is that people imitate what they find superior or heroic or just greater-than-life. There is a quote that goes here very smoothly

    – “Whoever controls the media, controls the mind” – Jim Morrison.

    When people watch their favourite characters doing something, they seek to imitate them. Like the prodigy that plays chess in “Queen’s Gambit”, Made people like chess, play it more and speak about it more. “Squid games” made people hop into themed jumpsuits and play challenges and imitate the show. The behaviour of liking and copying people’s favourite, can or maybe has already become a business marketing technique. How far it can go and how dynamic it can be, we will witness.

    The Future of Advertising

    The instances of Netflix’s rocketing sales of on screen products proves the point that it can be a marvellous advertising powerhouse. Brands can take note of these effects and market their products as a story, or woven as a story, a series, show or any piece of cinema to lure cinephiles.

    Netflix Is Ad Free, but It Isn’t Brand Free – A Tribune Article

    In another recent cross-promotion, Netflix charged the clothing company Diesel a license fee to make outfits inspired by “La Casa de Papel,” one of Netflix’s most popular shows. Online ads from Diesel hammered home the connection by showing the Netflix name, mentioning “La Casa de Papel” and featuring characters in the distinctive red jumpsuits worn by the show’s protagonists.

    Netflix Effect on Diesel Clothing Company ad

    Conclusion

    Netflix doesn’t run ads on its platform but has somehow magically has become a coveted marketing platform in the world. The top streaming service provider restrains commercials but is trying to figure out a way on how it can work with brands to direct the crowd. Netflix is highly cautious about his brand image too and even continues to refute the idea of introducing an advertising model similar to the majority of other streaming services have adopted.

    Nevertheless as per studies and reports and as per viewers’ own discretion we can discuss and establish that sooner or later Netflix can approach brand advertising and product placement in maybe a different manner than the rest. This expansion in this scope is going to give a strong back support to the company, providing them with more options and more stability. If this happens then the world of advertising will surely see a splurge. The advertising will be more specific and widespread, the characters more colourful and the Fandom more wholesome. In the meantime, marketers should pay attention to what’s taking the streaming world by storm – it may help them to boost sales.

    FAQs

    How many customers does Netflix have?

    Netflix has about 209 million paying customers globally.

    Which country uses Netflix the most?

    Netflix is most watched in South America.

    How much money does Netflix make?

    Netflix generated total revenue of over 7.3 billion U.S. dollars in the second quarter of 2021.

    Which Netflix series has the most views?

    Netflix top 5 series by total view in 1st month of release are:

    • Bridgerton, season 1
    • Money Heist, part 4
    • Stranger Things 3
    • The Witcher, season 1
    • 13 Reasons Why, season 2

    Some of the most popular series on Netflix are:

    • The Witcher
    • Sex/Life
    • Stranger Things 3
    • Money Heist
    • Tiger King

  • How to Promote your Business Online in 2021 (7 Effective Ways)

    For any business to grow, certain marketing strategies are required. These strategies when combined help in the promotion of the business. Among these, the most important strategy for any business is to gather more and more customers and expand their business on a larger scale.

    However, sometimes businesses fail or face major losses during their business hours. And that’s why it’s very important to know what are the right steps and strategies that can help you in the promotion of your business, especially in the year 2021 when there is abundant competition in the market. And that’s what we’ll be discussing in this article!

    When we look at the old data and planning’s, the advertising and promotions of any business were done through a brochure, flyer, advertisements in a local newspaper or postcard. But these required some extra budgets which always hurt the businessmen.

    But with the evolving technology, today, there are numerous ways to advertise and promote any business, whether it’s small, medium or big.

    In this article, we will discuss the top effective ways to promote and market your business in 2021. So, let’s get started!

    Google advertising (PPC)
    Joint Ventures
    Social Media Influencers
    Email Marketing
    Social Media Advertising
    Video Marketing
    Print Media Advertising
    FAQ

    Google advertising (PPC)

    Google Ads
    Google Ads

    One of the most effective ways to promote any business is through Google Ads which is broadly referred to as Pay Per Click. Google is widely known as the advertising platform as around 85% of its total revenue comes from the Google Ads platform. Google is expanding with great numbers and has had an uprising graph for many years.

    Pay Per Click is very beneficial and the most amazing part on advertising on Google is you have to pay only when someone clicks your ads. You can set the cost according to you and can organise many niche campaigns based on the interest of buyers. Pay Per Click is an amazing as well as affordable marketing strategy that attracts a huge audience.

    Media Buying – What is it, Why is it Necessary, Top Media Buying Agencies
    Media buying is a great way to communicate with your consumers. Let’s understand What is it and Why is it necessary for your brand.
    StartupTalkyDamini Bhandary

    Joint Ventures

    In order to promote any business, you need to focus on the right people and getting your offers in front of these. Joint Ventures are the best way to achieve that! Through this, you can easily gather the existing audiences that surely match your standard market.

    Joint Venture can be elaborated as partnering with the non-competing companies who have the same target audience as yours. Joint Ventures also helps in creating brand recognition and sales. You just need to find the appropriate service which can add value to your customers more promptly and also, helps them.

    Social Media Influencers

    In today’s time, Influencers have become an important marketing strategy for many businesses. And marketing through people with tons of fan following is always a win. With Influencers, you can build a strong uprising position in the market and enhance brand recognition among the audiences.

    These Influencers are effective and charge per post based on their followers count. But this always brings you benefits on a larger scale. That’s why investing in these Influencers can bring you great results.

    Email Marketing

    Email Marketing
    Email Marketing

    Email Marketing is counted in the section of broader marketing. As it helps you reach the audience in a planned and effective manner. Email marketing should be must in your marketing strategy.

    However, the percentage of opening emails have dropped majorly but still, when a productive mail is sent to the consumer, there are fair chances they will get ahead with it.

    Also, Email Marketing helps in making your product and services of the utmost choice for the audience. Also, Email Marketing helps in making your product and services of the utmost choice for the audience. Zomato and Swiggy are the few brands that effectively employ email marketing to market their brand. You can also use email marketing automation tools to automate your emails.

    Social Media Advertising

    Social media has become an integral part of our day to day life and for businesses, it’s a great place to promote their business. Today, every social media platform provides a service for businesses to advertise their products and services. And because of this, the audience has become habitual of seeing ads on their social media.

    Ever since Facebook launched its “Facebook lead Ads” tool, businesses have become more effective in reaching their target audience. Through Social Media Advertising, you can spread awareness of your brand as well as promote your business, effectively. You can also promote your business using Instagram, Pinterest or LinkedIn ads.

    Video Marketing

    A study has concluded that around 80% of the people between the age group of 18 to 49 years old prefer video content on platforms like YouTube. This clearly states that YouTube is the biggest and most popular video platform to advertise your product.

    With these statistics, it’s likely to say that advertising through video content is one of the best ways to effectively promote your business. This brings out more customer engagement in your business.

    What you can do is create a YouTube channel based on your company and upload engaging video content. Videos hold the power to enlighten, promote and maintain a connection with the existing customers as well as creating new connections with audiences.

    Common Mistakes to avoid while Creating Advertising Campaigns (With Examples)
    An ad campaign is a great way to convey a message to your consumers but it can get your brand to new heights or can defame your brand. Avoid these ad Campaign mistakes.
    StartupTalkyMahenoor Mansuri

    Print Advertising
    Print Advertising

    For a very long time, Print Media Advertising has been nurturing and promoting businesses. And today also, this is counted among one of the effective marketing strategies. However, the number of audiences may have dropped in Print Media Advertising but still, it’s a great way to reach out to the conventional portion of audiences. Print Media Advertising and direct mail, two are counted in the list of most powerful and effective marketing strategies for any business.

    Conclusion

    In order to survive in this competitive marketplace, businesses need to have well-planned marketing or promoting strategies. Business promotion is more of a necessity for any business, as it encourages them to be distinct and charm their customers. And that’s what we attempted to describe in this article.

    Even during the pandemic, businesses made their way through online channels. And now, the audience has become so habitual of these that they always seek more services and products ads on the internet.

    Stay tuned for more such articles!

    FAQ

    How to promote your business in 2021?

    Paid traffic from Facebook, YouTube ads, Google ads, Pinterest ads, Instagram ads are some of the ways to promote your business in 2021.

    How to advertise for free?

    Actively promote your brand on social media, Start a blog, and Press releases are some of the great ways to advertise your brand for free.

    Are Google Ads Free?

    You only have to pay for Google Ads when someone clicks on your ad.

  • Is Media Buying A Good Option For Your Brand?

    The products and services of a brand need to reach its audience to make a name for itself.  Not everyone is your customer, so to reach the potential customers, to make them aware of your presence, Marketing is needed.

    The word is not that simple as it looks; one needs to follow the proper concept that is needed to be done to promote the products and services of that brand. Strong marketing tactics can do wonders for a brand.

    One of the major parts of marketing is advertising. When you advertise products, you create demand for them amongst the audience and make them aware of the brand. We get to have the idea of a brand through Billboard, Television ads, radio ads, or just while scrolling through our social media, somehow or the other the best ones always left an impression of them in our mind.

    Advertising a product or service will get you to your desired result but it all depends on how you do that. Media is through which, advertising is possible and one needs to learn how to use it properly to get the best result possible.

    To get inside the head of the consumer, one needs more than just a catchy slogan, a bonafide message has to be created through that advertisement with an accurate price, which depends on the budget of that marketing campaign.

    To get an advertisement one needs to buy the space of that medium, which they are going to use to communicate with the audience. It is done through Media buying, it is paid marketing, that is whatever tactic will be chosen for it, and the client needs to purchase that. In the following article, we will learn about media buying and if it is a good bet for your brand.

    “Nobody counts the number of ads you run; they just remember the impression you make.”

    — Bill Bernbach

    What is Media Buying?
    Media Buying And Research
    Negotiation Process of Media Buying
    How does Media Buying works?
    Why Media Buying is Necessary?
    Top Media Buying Agencies
    FAQ

    What is Media Buying?

    Media buying is all about buying space on mediums of advertisement that will be able to communicate with the targeted audience within a given specific timeslot and within a minimal amount of money.

    This is a long process as it includes researching and negotiation in deciding about the placement and the price of the ads. The medium can be television, radio, newspaper, magazine, outdoor advertisement, Social Media, blogs, websites.

    Media Buying And Research

    Medium buying is a complicated process, before investing one needs to do a lot of research. The research includes,

    • Finding out who is the target audience, their income, and basically the geographic and demographic research.
    • Then comes the budget, one of the most important factors, if not the most. It decides if it’s going to be a regional or a national market, where the advertisement will be shown and for how much time.
    • The next step is choosing the best media outlet from the vast option to reach the desired results.

    Negotiation Process of Media Buying

    The next process after the research is negotiation, which means coming to a conclusion at the best deal possible. The negotiations are of two types and they bare:

    Zero-Sum Negotiation- Here, one or both parties are not able to come to a conclusion because they are not willing to settle with the given conditions in the agreement. This is not good for the company and will quite possibly create an unhealthy relationship between the client and the media company.

    Integrative Negotiations- In this both the client and the media company work to achieve the best result that will satisfy both the parties’ goals.

    Top 10 Advertising Agencies in India | Best Advertising Agencies
    Best advertising agencies in India help promote your products and services effectively. Here’s the list of the top 10 advertising agencies in India 2020.
    StartupTalkyYash Taneja

    How does Media Buying works?

    There are two ways to buy media for your brand and they are direct buy and Programmatic buy.

    Direct Buy- It includes finding the publisher, negotiating with the publishers, buying the space, and then having the advertisement on the chosen platform directly.

    Programmatic Buy– This process is done through automated technology that is real-time bidding. Here the advertisers offer space for the advertisement and the highest bidder occupies the place for its products and services.

    Why Media Buying is Necessary?

    This is basically done so that the brand can get exposure for a period of time and so that whatever the company is investing in this, they can get a good return from that investment in a form of profit. Media buying is a very essential part of marketing today. It is needed for:

    • To reach the target audience at a perfect time and place and have the chance to turn the potential customers into actual customers.
    • If the right strategy is followed a large number of target audiences will get exposed to the brand at a very reasonable price, paid by the company.
    • The company will stand out and will give a tough fight to its competitors. Constant ads will help in getting the attention of a maximum number of people and making them talk of the town, thus increasing the chances of sale of the company’s products and services.

    The Meme Era | About Meme in Marketing for success
    A meme is an image, video, or text of humorous nature. Sharing Meme is the new marketing trend for business. Know about using meme in marketing.
    StartupTalkyHarshit Verma

    Top Media Buying Agencies

    The agencies here supervise the media buying process and choose the best possible option for the client so that their aim can be achieved. Some of the top media buying agencies include:

    • OMD
    • Mindshare
    • Carat
    • MediaCom
    • Wavemaker
    • Starcom
    • Spark
    • Bidsopt
    • Socialiency Advertsing
    • Amazon DSP
    • The Trade Desk
    • AdColony
    • Google Display & Video 360

    Conclusion

    The marketing process has become extremely competitive; several same products of different brands exist. To make the brand stand out amongst all those, proper marketing is needed.

    Medial buying helps in planning and carrying out a valuable marketing campaign that will benefit the brand by increasing its sales and imprinting its existence in the minds of the consumers. The media buyer analyzes all the factors and decides which platform is best for the brand to get recognition at a minimal cost.

    FAQ

    What are the most important rules of Media Buying?

    The three most important rules of media buying are, using the correct form of media, placing the advertisement at a correct place, and targeting the right audience for the product or service.

    What are Media Buying Platforms?

    Media platforms include Websites, YouTube, Social media, Radio, Television, Newspapers, and other advertising media.

    What is media buying?

    Media buying is all about buying space on mediums of advertisement that will be able to communicate with the targeted audience.

  • Common Mistakes to Avoid while Creating Advertising Campaigns (With Examples)

    Ad Campaigns are a great way to communicate with your consumers and spread a positive message about your brand. But not all ad campaigns are successful you need to make sure you convey the right message. If you are planning to create an ad campaign here are few mistakes you should avoid.

    An ad campaign can do wonders if the idea is well executed.

    What is an Ad Campaign?
    Why are Ad Campaigns created?
    Mistakes to avoid while creating an Ad Campaign
    Example of Failed Ad Campaigns
    FAQ

    What is an Ad Campaign?

    An Ad Campaign is generally made to send across a message revolving around a constant theme. These campaigns have a specified duration following questions like:

    • When will it air? And for how long?
    • Is it supposed to be a television commercial?

    The campaigns are tweaked a little accordingly to fit the mediums that are being used. These campaigns are not limited to only a single medium. Mediums like social media, hoardings, newspapers, emails, etc. Can be used, a campaign could also be a series.

    Why are Ad Campaigns created?

    • To inform the audience about a new/existing product or a brand in the market.
    • To stay connected to the audience.
    • To communicate a message or bring awareness among the consumers about a certain thing.

    The mediums are chosen based on the objective and the message that a brand is trying to communicate. For example, your brand might have completed 75 years since it was established. So, to celebrate/inform the consumers about it, you create a campaign that delivers the message.

    Mistakes Done By Entrepreneurs Which New Entrepreneurs Need To Avoid
    There are some common and avoidable start-up mistakes which entrepreneurs do. So, let us see the tips on business mistakes to avoid or startup mistakes to avoid.
    StartupTalkyYash Gupta

    Mistakes to avoid while creating an Ad Campaign

    Stick to the Time

    Media scheduling is important, but along with considering your current theme and the current situation. As the tweets came from Zomato on Twitter, that clarified that the ad campaign that was made back six months ago is bizarre.


    Make the Plan Flexible

    Zomato did not consider for once that once its TVC (television commercial) series would be out, how would people react? All the damage could have been avoided if simply they had a backup plan or would have bent their idea around something else.

    Considering the audience was already engaged in a conversation around the treatment of the delivery workers of Zomato and other food delivery apps on various social media platforms.

    Encoding and Decoding of the message

    We often forget this, especially when we are making ad campaigns these days. Your brand needs to be super careful. Back in the days when ad campaigns were created, people would maybe talk about it. But now with social media platforms, the audience has the power to give feedback. Communication is a two-way process.

    While there are anonymous handles emerging on social media. Not wanting to reveal their identity but to bring attention to the issue of long work hours and low wages. Bringing it to the notice of how the food delivery staff is being treated.

    Be your own critic, revaluate, learn, and do better

    You should consider a small test marketing exercise before releasing your ad campaigns. Evaluate the campaign with your team, gather data, and analyze it.

    Another part of it came when people also pointed out the money that might have gone into the creation of the Ad campaign. Rather than addressing the real problem here and looking for a solution.

    Study the behavior of your audience:

    • How did they take it?
    • Was the message clear?
    • Does the campaign work?
    • Do you need some changes?
    • Is research needed?
    • Can you improve?
    • Is there more that you can do?
    • Is there space to grow?

    See if it could be misinterpreted? Or could send out a wrong message to the audience.

    Remember, marketing plans should always be flexible as the only constant in society is change. One is dealing with human emotions, competing with other markets, trying to stay on top, and when so much is happening mistakes are often made.

    Example of Failed Ad Campaigns

    Zomato’s ‘Har Customer Hai Star’ recent Ad Campaign

    Recently, Zomato’s Ad campaign series with stars like Hrithik Roshan and Katrina Kaif were aired and have received backlash from the masses on social media. The campaign ‘Har Customer Hai Star’ glorifies the delivery boys. With the situation being the delivery personnel delivering his order despite the bad weather in case of Hrithik Roshan. Hrithik addresses him as jadoo and requests for a selfie saying “Ek selfie to banti hai”

    But the personnel leaves anyway, happily without taking the selfie, in the rain, where we later discover the notification that he receives is for another order. With the voice-over following the lines:

    “Hrithik Roshan ho ya aap, apne liye har customer hai star”

    In the case of Katrina Kaif, when the delivery staff gets her the parcel, she asks him to wait while she brings him a piece of her birthday cake. There is the sound of a bell with the notification of another food order that he has to deliver. And the delivery guy goes on outing his duty first, without the cake.

    The one mistake that Zomato made was the mistake of not keeping up with the opinion of the public. And was blamed for diverting the conversation that was going on around social media.

    Remember when Facebook’s rating dropped from 4.0 to 2.6?

    Facebook rating dropped to 2.4
    Facebook rating dropped to 2.4

    This happened on Play Store and it happened quickly as Facebook, the famous social media app, kept flagging and deleting posts, censoring Palestinian accounts who were protesting Israeli military. Its rating also went down on the Apple Store with thousands of one-stars.

    Common mistakes that Startup Founders make in their business
    Numerous startup founders fail to manage it after the seeding step, as they had utilized their all energy in getting the funding. Let us see the complete story on the topic- Common mistakes that Startup Founders make in their business.
    StartupTalkyYash Gupta

    Here is a quick revision of what you can do:

    • Keep your audience in mind while creating an ad campaign.
    • Remember, you can always do better.
    • Make a clear-cut message when thinking. Ask: what is it that you want to deliver?  
    • Test marketing helps.
    • Do your research. Plan and schedule the campaign based on what is going around right now?
    • The key message should not be miscommunicated.
    • Remote communication is a two-way process.
    • Be sensitive.

    Conclusion

    We are living in the age of the 21st century. People on social media are well informed. The youth today talk about politics, gender equality, feminism, revolution, and care about issues that matter to them. Movements are made in a blink to make sure that change is made for good.

    FAQ

    What should be avoided when creating a marketing campaign?

    Make sure your message is clearly conveyed, Be your own critic and do a test run before releasing your ad.

    What are some marketing mistakes?

    Making assumptions, Ignoring customer complaints, Faking popularity, and Ignoring the emotional drivers of choice are some of the common marketing mistakes.

    What is the impact of advertising?

    An ad campaign can create a positive impact on consumers mind that in turn can influence future behavior.

  • Craigslist Business Model | How does Craigslist make money?

    When you are related to advertising, you must have come across one of the most brilliant and successful advertising websites – Craigslist. Started as a “side-gig” the brand truly made a remarkable presence in the advertising businesses and made its strong position in the billion dollars company’s list. Sounds impressive, right? Well, yes! That’s some pretty amazing strategies behind it.

    Craigslist came out as a non-profit organization but soon the company took its level up and registered itself as a profit organization in the year 1999.

    However, in the very same year, Craigslist bought a verified domain for its company in order to protect its brand significance and name in the market. Also, it made the subscribers more dedicated towards the brand.

    But it can’t be ignored that the tactics and strategies Craigslist applied in its marketing are pretty strong and present an example among the other companies. Talking about strategies, let’s get a brief understanding of how Craigslist came out to be such a successful brand. So, Let’s look at its business model and how it makes money.

    What is Craigslist?
    Where does Craigslist operate?
    Target audience of Craigslist
    Business Model of Craigslist
    How does Craigslist operate?
    How does Craigslist make money?
    FAQ

    What is Craigslist?

    Craigslist Website
    Craigslist Website

    Before we get started with the business model of Craigslist, let’s understand what really is Craigslist?

    Craigslist is an online marketplace that provides services to people and companies for listing on its official website. They can post their listing of jobs, services, offerings, or sale items as per their requirements.

    Craigslist was founded by a prominent American internet entrepreneur, Craig Newmark who is also known as a famous philanthropist. The brand was established in 1995 and is headquartered in San Francisco, California.

    Today, Craigslist is known as one of the most visited websites across the world with a monthly visit of more than 500 million visitors.

    Where does Craigslist operate?

    Being one of the most successful advertising websites across the world, Craigslist operates in around 23 largest cities in the United States which are promptly listed on the homepage of the Craigslist website.

    Apart from this, the brand serves over 700 cities across 70 countries in the world. The users can easily see the ads available in their nearby locations based on their residence.

    Target audience of Craigslist

    Craigslist targets every community, age group, and gender. As it provides ads in various categories across the globe, it does not target its audience specifically. So, Anyone with an internet connection can easily benefit from the amazing service of Craigslist.

    Nothing Business model | How does Nothing makes money?
    Nothing is a technology startup founded by OnePlus co-founder Carl Pei. Here’s a look at its business model and how it makes money.
    StartupTalkyAbinaya Arangarajan

    Business Model of Craigslist

    The most amazing tactic that Craigslist uses in its marketing plans is offering the service of posting any sort of ad from any category by anyone, on its official website. And that’s something that attracts more users towards it.

    In fact, Craigslist allows users free classified services for posting ads. This makes the brand extremely different from the usual advertising companies.

    However, when it comes to specific sections for advertising, Craigslist does charge some money that varies according to advertising plan and the geographical location.

    With Craigslist, users get a wide range of commercial categories where they can list out their ads. Then when visitors see their preferential advertisement, they can get directly in touch with the user through the given contact information.

    How does Craigslist operate?

    Craigslist functions as a host for displaying classified ads from different categories including job postings, sales items, housing, business, service (Beauty, legal or lesson), and personal.

    For classified advertising, Craigslist is absolutely free of cost and also for browsing and ad responding. It charges a definite amount of money in only some specific categories.

    How does Craigslist make money?

    The main source of revenue for Craigslist is charging the users for listing their ads in some selected categories. The rate varies as per the geographical location and the advertising plan the user opts for. Like for the listing, Craigslist charges around $3 to $75 based on the category and preferences.

    Apart from these specific charges, Craigslist is absolutely free for the users as well as the users and interested candidates.

    Initially, Craigslist came out with the freemium model that only attracts more customers and increases growth. The founders did their best in keeping Craigslist an affordable brand for the convenience of its users. Besides, the highest rate that Craigslist charges is $75 in the job postings section, that too in the United States; the brand did its best to provide the utmost choice and service for the users.

    DuckDuckGo Business Model | How does DuckDuckGo makes money
    DuckDuckGo is a free search engine that prioritizes protecting searchers’ privacy. But how does DuckDuckGo makes money?. Let’s find out.
    StartupTalkyAbinaya Arangarajan

    Conclusion

    To conclude, with time, Craigslist came out as one of the biggest and most successful advertising websites across the globe. Although the founders keep the numbers hidden, it’s quite sure that they earned great profit through their website.

    In the upcoming years, Craigslist will be seen with advanced business developments in order to emerge more promptly in the marketplace. Also, it would be providing new channels to the advertising industries as an alternative opportunity.

    Even though the brand charges so little from the users and has such a simplified charging system, Craigslist still made a remarkable market presence.

    FAQ

    Who is the founder of Craigslist?

    Craigslist was founded by Craig Newmark in 1995.

    Is Craigslist available in India?

    Yes, Craigslist has an India specific section and is currently available in 16 states.

    Is Craigslist free?

    Craigslist lets users post listings for free but for some specific listings users have to pay a fee.

  • Marketing Strategy of Indeed: A Ladder To Your Dream Job

    In a world, getting a job that you love is not an easy task. Millions of people wake up in the morning and get out of their house in search of their dream job. Some succeed and sadly, some don’t. It takes weeks, months, or even years to secure a proper job, which can be a boost to their career. We live in an era where social media rules, so getting a job may seem easy, but the truth is far from it. Here, social media is just not enough.

    So, the internet here plays a very significant role. Online job portals came as a blessing for job seekers as well as the employers. There are numbers of employment websites present, for people to find their desired job. ‘Indeed’, is one such website and is one of the most popular online job portals. It is leading in the process to unite employers and job seekers from the front.

    “Choose a job you love, and you will never have to work a day in your life.”

    -Confucius

    About Indeed
    Indeed – Marketing Strategy
    Social Media Campaigns of Indeed
    Brand Positioning Of Indeed
    FAQ

    About Indeed

    Indeed as a job-seeking platform started its way from the month of November 2004, founded by Paul Forster and Rony Kahan. It has given opportunities to millions of people to find their dream job. The headquarters of Indeed is situated in Austin, Texas, United States. It is a hub where one can find millions of jobs from thousands of different companies.

    With its craze, it has become the number 1 job-seeking platform in the United States in just a few years. Now, the website is available in more than 60 countries and 28 languages and is thriving in this business industry.

    The company started its journey by getting just a $5 million investment from Union Square Ventures, The New York Times, and Allen & Company. Chris Hyams is serving as the CEO of Indeed since 2019.

    At this point, over 330 million people use it every month. With just one click, several options of employment, a person wants can be found here. By just selecting, job title, experience, and industry, one is interested, in the search option, numerous options are available. In 2012, a Japanese company Recruit Co. Ltd. acquired Indeed for 1 billion dollars.

    Indeed – Marketing Strategy

    Marketing strategy is important for any kind of business, not everyone is or can be your customer. So one need to plan marketing in such a way that it can catch people’s attention and can make them their customer.

    1. From the very first day of its existence, Indeed target audience is the entire job market. Those who are looking for jobs and employers who are looking for the desired candidate for the job.

    2. It kept itself free of charge for the people, who are looking for a job and offers them CV builders and templates to use for free.

    3. Although the employers post for jobs are also free but to be noticed more by the job seekers, Indeed offer some premium features to the employers. As free job posting is not that visible to the crowd of job seekers. Employers spend some bucks to highlight their companies presence in the search list.

    4. Indeed follows Pay-Per-Click (PPC) process. Here the employer only has to pay when a job seeker clicks on the information about the employment advertisement.

    5. In 2011, an option was introduced where the aspirants can upload their resumes in a database that is open to employers. They can check from the thousands of resumes that are present there and can decide if that person is ideal for the position or not. To access the database a minimal subscription fee is charged by Indeed.

    6. Indeed was dependent on word-of-mouth marketing for 10 years since its birth in 2004. After that in 2014, they started indulging in advertising themselves on online, television, and even on films.

    Social Media Campaigns of Indeed

    In 2020, Indeed partnered with TikTok in India and launched their new campaign #IndeedPeDhoondo. The main motive was to introduce itself as a perfect platform for potential job seekers from the Z generation and millennials.

    Popular Indian TikTok stars like Jannat Zubair, Avneet Kaur were a part of the campaign. Here a catchy tune was used where they has to show some dance moves and share with their followers. This social media campaign here asked others to join in the challenge as well and with a promise to provide a chance to win some gifts.

    Indeed teamed up with YRF’s film ‘Hichki’, starring Rani Mukherjee. This campaign was made for the younger generation and asked them to share their stories on social media of how they overcome their shortcoming to get their dream job. In this campaign, Bollywood stars Soha Ali Khan and Anusha Dandekar took part and shared their stories.

    Indeed the year 2020, Indeed roped in Actor Kajal Aggarwal for its new campaign. In this campaign, Kajal Aggarwal was seen introducing new options that Indeed was providing to the audience in various snippets.

    Brand Positioning Of Indeed

    With more companies, like the presence of LinkedIn, it is facing quite a big competition among online job portals. It needs to buckle up to give proper competition to its competitors and need to increase its free service quality. To strengthen its positioning in the market it can introduce new features to job seekers as well. Strong steps are needed as well to avoid any kind of fraud.

    Conclusion

    We live in a world of cut-throat competition, not everyone will get the same position in a particular company. Indeed is an acquaintance ‘indeed’ that helps in finding the desired job that a person wishes for and provides them with different interesting choices. So, having an online job-seeking portal at this age is significant and truly an amazing option.

    FAQ

    Who is the CEO of Indeed?

    Chris Hyams is the current CEO of Indeed.

    How many Employees does Indeed have?

    Indeed consists of almost 10,000 employees from all over the world.

    Who is The parent Company Of Indeed?

    Recruit Holdings Ltd. Of Japan is the parent company of Indeed.

  • What is Halo Effect and How does it apply to Marketing? (Explained)

    Every company exists for the sole purpose, for instance, expect reward for the service in terms of monetary or recognition in the eyes of the public. Marketing is another way to secure more people and to get to know more about your business. But focusing on SEO, CTAs or brand awareness won’t bring a heyday to your business. Here, Halo Effect really makes a great impact on your marketing.

    Brainwashing plays a crucial role in the Halo effect, as it is an effortless method to create fame overnight, whither? customers speak off good things, only if they have any positive experience. On the other hand, also defile your company, when some things went wrong likewise negative experience with the brand products.

    Pertinently, Halo Effect in Marketing is creating good terms regarding your services by engendering favouritism thoughts on customer’s minds.

    How Does the Halo Effect apply to Marketing?
    Pros and Cons of Halo Effect in marketing:
    Examples of Halo Effect in Marketing
    FAQ

    How Does the Halo Effect apply to Marketing?

    The Halo effect in marketing generates brand awareness, loyalty towards customers and brand strength at providing the best services.

    Brand strength

    The halo effect in marketing aids brands’ strength by establishing positive reviews or experiences on your products.

    Brand strength consists of to begin with Brand perception: The company should provide the best quality products to your customers, in order to gain their interest to purchase again in your company. Rather than spending tons of money in marketing, try to manufacture quality products to gain the trust of your customers.

    Moreover, the halo effect in marketing shows themselves as leaders in their industries by upgrading the product line of their company to compete against competitors.

    Brand awareness

    The company earns profit or reputation by rendering some services, and that services should be witnessed widely among your targeted customers. For instance, when you are frigging thirsty, the first product that will definitely strike your mind is Coke, right?. Ergo, the halo effect in marketing applies, when you are out with your friends and you are in a flummox to find a food restaurant, then one of your friends says ‘McDonald’s is the best’.

    Brand loyalty

    When the company recognised loyalty from the customers, then there is no going back. While gaining Brand Loyalty is quite demanding. Enhancing brand loyalty highly depends on the engagement of manufacturing quality products according to the interest of your customers and customers feedback or quick response.

    The halo effect creates brand loyalty by implanting favouritism on customers’ opinions, as this will help the customers to make a repeated purchase on your company.

    McDonalds Marketing Failure | How McDonald’s lost millions during 1984 Olympics
    McDonalds launched a campaign during the 1984 Olympics ‘if us wins you win’ but the campaign was a huge failure and McDonalds lost millions.
    StartupTalkyAnagha S

    Pros and Cons of Halo Effect in Marketing

    Ever wondered how one thing can be both beneficial and harmful? Our electronic gadgets, inventions and developments, etc. Likewise, the Halo effect in marketing has its own two sides of a coin: Pros and Cons.

    Pros of Halo Effect in Marketing:

    The Halo Effect is a kind of unpaid marketing technique that creates brand loyalty among its customers and thus helps the brands to retain their customers.

    Once a brand gains the trust of its consumers in terms of quality the price is insignificant to the consumers which helps many brands earn more profits.

    The brand’s new releases and even new ventures in other industries gain from the halo effect as people believe the products from the brand are worth their money and the quality is the same as the other product.

    The brand gains more customers through word of mouth and is differentiated from others and the halo effect also increases the brand’s equity.

    Cons of Halo Effect in Marketing

    The Halo effect is difficult to maintain as a product can be a success or a failure. Uncertainty is a factor that is constantly present when a new product is launched in the market.

    A negative experience of a product can do the reverse of the halo effect and damage a brand image and create an obstacle in the minds of its customers while purchasing other products from the brand. This is known as the Horn effect.

    Reasons why Apple is dominating wearables industry
    Apple dominates in wearables Industry. It tops in shipment volume & market share. Know the reasons why Apple is dominating the wearable industry.
    StartupTalkyKanika Shobhawat

    Examples of Halo Effect in Marketing

    The Halo Effect in marketing works in two ways- Positive effect or negative effect.

    For instance, Coca Cola gained recognition in the 80s standing as the best soft-drinks of the era. But at the same time, Coca Cola witnessed its bad side, when the controversy about the tinge of cocaine in it caused degradation to the brand and was even banned in North Korea and Cuba.

    Therefore, the Halo effect in marketing applies by imputing positive reviews or experience of your brand by accelerating awareness, loyalty and brand equity.

    Another great example of the Halo effect in marketing is: After the release of Apple iPods, it was speculated that there would be an increase in the sales of MacBook laptops.

    The success of iPods paved the way for this speculation to be true. In this case, the success and favouritism of the iPod by the consumers created a halo on the MacBook and other Apple products.

    Conclusion

    How many times have we bought other products from the same brand just because one product was good, like just because the paste is good in cleaning our teeth, why do we also tend to buy the toothbrush from the same brand even though the bristles are rough on our teeth and gums? Oh, I know it now: THE HALO EFFECT.

    The halo effect has been a major factor for brands and companies to make profits as the halo effect in marketing increases the visibility, reputation and equity of a company which is key to the success of any business.

    FAQ

    What is the Halo Effect in marketing?

    The Halo effect in marketing is a concept in which a person tends to favour other products from a manufacturer after experiencing positive feedback from another product from the same manufacturer.

    How does the Halo effect work?

    The Halo effect in marketing is seen when a brand captures the favour of the consumer market by creating a product that gives a positive experience to its customers which in turn leads the consumer to trust the brand without proper reasoning and favour the brand’s other products as well.

    What are the examples of the Halo effect in marketing?

    One example of the Halo effect in marketing is: After the release of iPods, it was speculated that there would be an increase in the sales of MacBook laptops. The success of iPods paved the way for this speculation to be true. In this case, the success and favouritism of the iPod by the consumers created a halo on the MacBook and other Apple products.

  • Dream Implantation and The Future of Advertising – Thoughts and Concerns

    Advertisements over the years have significantly affected the way we think and make choices. The concept of free will and independent choices are mere idealistic believes that we have today. But as for the advertising industry and for the multinational companies the extent of advertisements they do is not enough.

    The expanse of advertisements is going to go beyond television, newspapers and websites; now into your dreams. Various studies have successfully proved that by tweaking certain aspects of the advertisements and effectively using the psychological nature of the human mind, companies can now play advertisements in our dreams.

    What is Dream Incubation?
    Molson Coors Dream Implantation Project
    Future of Advertising
    Concerns about Dream Implantation
    FAQ

    What is Dream Incubation?

    Dream incubation uses various stimuli like sounds, images or sensory cues to monitor and control one’s nighttime visions or in fact dreams. It is not a modern invention. In fact, inducing dreams have been in practice since the beginning of human civilisation.

    In the fourth century BCE, Greeks used to sleep on earthen beds inside the temples of Asclepius, in the hope of entering an induced state of a dream through which the cure for many diseases will be revealed.  

    With modern technologies, newer possibilities were opened that were rooted in scientific evidences. These days researchers have successfully been able to control dream content through external stimuli.

    Through this effective monitoring and conditioning, researchers have even been able to make people answer several questions while they are dreaming. It is mainly because people are more vulnerable when they are asleep. From a business perspective, this is a huge opportunity for advertisements.

    According to an open letter that was published on site named DXE, the scientists have already warned about this and enumerated the intricacies of play of ads in your minds.

    There they have explained how the concept of dream advertising or dream incubation will enable companies to engineer ads right into your subconscious when you are sleeping. The biggest fear here is that this is not in the distant future and dream advertising is already tested in public. Which means it is here!

    Molson Coors Dream Implantation Project

    A company named Molson Coors beverage company openly admitted that they were able to manipulate user’s dreams so that they will see images of alcoholic beverages when they sleep. This is mainly through a variation of Pavlov’s classical conditioning.

    The notion of Targeted Dream Implantation or TDI has its history dated back to over a century. Scientists who have researched into the details of TDI have observed that dream implantation has been very useful in cases of initiatives that try to help smokers quit smoking. They say that these people smoked 30% less when they dreamt about the smell of rotten eggs and cigarettes.

    According to Molson Coors, who collaborated with a professor from Harward University, Department of Psychiatry, Mr Deirdre Barrett said in their press release that “Barrett worked with the Coors team to develop a stimulus film that, when paired with a curated eight-hour soundscape, induces relaxing, refreshing images including waterfalls, mountains, and of course, Coors”.

    The Coors experiment was rather interesting. They asked customers to watch a very short ad before they went to sleep that featured waterfalls, mountains, Coors Beer etc. and then they played a custom soundscape while they were sleeping. Out of the 18 people who participated in the experiment, five of them reported that they dreamt about the Coors Beer.

    Although the results of these experiments are not officially published, one can imagine the scope of such a revolutionary study on the entire direction of advertising in the future.

    How do TV channels make Money?
    Have you ever wondered how do tv channels makes money and how TRP plays a big role in deciding the rate of advertisements. Lets understand.
    StartupTalkyPratyusha Srivastava

    Future of Advertising

    We must also look at smart devices like Alexa which can actually function on their own if they want to or if they are guided by a larger governing body. Devices like these will be able to play anything that they want if the advertisers purchase advertising time on these devices.

    These devices can also be used to detect details like the sleep pattern of people, behaviours, song preferences etc. that could help them influence dreams in the company’s favour.

    Concerns about Dream Implantation

    Various association of scientists and media firms like the Guardian have already expressed their criticism and deep disregard for such an initiative. Sleep and dream researchers themselves have urged for a nuanced regulatory system that controls advertising laws.

    They are of the opinion that such initiatives should be nipped much before it starts to have a very strong hold on people. The extent of privacy breach that would be facilitated through such unfathomable domination of one’s free will cannot be ignored.

    Apart from the problem of privacy breaches, it is also an issue of free will. Humans have the right to make informed choices, However, the popularity of dream incubation will result in the exercise of manufactured choices. Right now, all of us can heave a sigh of relief at the cost ineffectiveness of such an initiative for commercial purposes.

    Future Technologies will Perform 90% of Household Chores
    The future is going to be automated with these future technologies that will prevent you from doing household chores. A scenario where robots replacing humans.
    StartupTalkyVarad Kitey

    FAQ

    What is targeted dream incubation?

    Targeted dream incubation is guiding the dreams towards a specific theme or subject.

    What are the concerns regarding dream implantation?

    Various association of scientists and media firms like the Guardian have expressed their criticism and deep disregard for dream implantation.