A few have done justice so far to the concept of Roadblocking, having ensured that their advertising dollars don’t go waste. Will the others follow suit?
When I hear the word Roadblock Advertising, the first thing that comes to my mind is ‘high impact’. In my belief Roadblock as a strategy works very well with the launch of a new product or service as it successfully captures the attention of the target segment.
An advertiser can roadblock one or many media vehicles across various media (TV, Print, Radio, outdoor, digital, Internet et al). But I feel that television is a very strong medium of communication and offers a larger reach compared to other media vehicles. Thus a roadblock on TV is generally very effective. Nonetheless, companies have used the print media (especially the leading dailies) as an effective media vehicle, while implementing the very concept of Roadblock advertising.
Roadblock is definitely a very efficient tool to attract eyeballs in a short span of time. A number of examples can be cited in this respect; however on a contemporary note, one of the very strong Roadblocks in the recent past was Volkswagen in print media. As few opt for print media to carry forward their Roadblock strategy, one is bound to question the effectiveness of a Roadblock in print media. I think with the same money, a Roadblock on television can be much more effective since it has a wider reach. Also, television being an audio-visual medium will have a higher impact. Having said that, it is also important to note that Volkswagen’s case was a little different. It’s not a mass product. It has a specific target audience, thus a massive reach through TV channel would not have served the company’s purpose better as compared to Roadblock through print media.
Another very important factor in context to Roadblocks is that it’s very important that the consumers register the Roadblock as a Roadblock. For instance, take the much talked about HUL Roadblocks that happened twice last year. I will not call it a Roadblock. Rather I would call it high efficiency buying, for the very simple reason that a consumer didn’t register it as a Roadblock. The consumer saw Fair & Lovely ad followed by Dove, Lux, Lifebuoy et al. Thus the consumer failed to register that it was a roadblock. A consumer is not bothered about who is paying for the advertisements, therefore when a high price (with a high premium) is paid for advertisements, it becomes important that it’s registered well with the consumers. Thus, I feel that Roadblocks work when they are for one brand and not for a bunch of brands from one single company.
When I hear the word Roadblock Advertising, the first thing that comes to my mind is ‘high impact’. In my belief Roadblock as a strategy works very well with the launch of a new product or service as it successfully captures the attention of the target segment.
An advertiser can roadblock one or many media vehicles across various media (TV, Print, Radio, outdoor, digital, Internet et al). But I feel that television is a very strong medium of communication and offers a larger reach compared to other media vehicles. Thus a roadblock on TV is generally very effective. Nonetheless, companies have used the print media (especially the leading dailies) as an effective media vehicle, while implementing the very concept of Roadblock advertising.
Roadblock is definitely a very efficient tool to attract eyeballs in a short span of time. A number of examples can be cited in this respect; however on a contemporary note, one of the very strong Roadblocks in the recent past was Volkswagen in print media. As few opt for print media to carry forward their Roadblock strategy, one is bound to question the effectiveness of a Roadblock in print media. I think with the same money, a Roadblock on television can be much more effective since it has a wider reach. Also, television being an audio-visual medium will have a higher impact. Having said that, it is also important to note that Volkswagen’s case was a little different. It’s not a mass product. It has a specific target audience, thus a massive reach through TV channel would not have served the company’s purpose better as compared to Roadblock through print media.
Another very important factor in context to Roadblocks is that it’s very important that the consumers register the Roadblock as a Roadblock. For instance, take the much talked about HUL Roadblocks that happened twice last year. I will not call it a Roadblock. Rather I would call it high efficiency buying, for the very simple reason that a consumer didn’t register it as a Roadblock. The consumer saw Fair & Lovely ad followed by Dove, Lux, Lifebuoy et al. Thus the consumer failed to register that it was a roadblock. A consumer is not bothered about who is paying for the advertisements, therefore when a high price (with a high premium) is paid for advertisements, it becomes important that it’s registered well with the consumers. Thus, I feel that Roadblocks work when they are for one brand and not for a bunch of brands from one single company.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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