Cricket World and Ad World!

The International Cricket Council (ICC), the Board of Control for Cricket in India (BCCI), and the other Cricket Associations in India should all team up against the over-commercialization of the sport over the Indian television. It is so irritating to see an advertisement just because a particular bowler has not reached the top of the required run-up. It is an insult for the game. These types of telecasts are utterly disgusting to watch. These signs portray a serious loophole somewhere in the system. According to Steve Waugh (the former Cricket captain of Australia) – the advertisements should be such that they promote the game. The reverse logic of using Cricket as a vehicle for launching products should not be allowed.

The Recent India-South Africa Series: This has seen the utmost of the disgraceful act of exploding advertisements at important moments. The height at which the ‘Ten Cricket’ broadcasters had facilitated the advertisements is to be taking into serious consideration. Why is this sport being reduced into a mere instrument of sales? Where are we heading for? Only money…money…and…money…? It is true that the game of cricket generates money at astronomical limits. However, we should not try to move away the concentration of the viewers as well as the players from the game. Should we?

Advertisers playing with the emotions of the Consumers during a Cricket Match: For a certain period of time the naïve and gullible viewers of the Indian Cricket had been hoodwinked by the continuous bombardments of these advertisements in between important matches (even live ones). Then when this went beyond the limits- the viewers objected. However, nothing much has been done in this aspect. Believe it or not, this attitude of using the game of cricket to promote various products is maligning the name of this country. Views and lovers of the game are being deprived of the pleasure of witnessing the game smoothly. Why are the downright ridiculous advertisements broadcasted every now and then when the viewers are paying rapt attention to the game? These hindrances are harrowing experiences for any cricket enthusiast. Isn’t it?

Effects of Advertising during a Cricket Match: The advertisement companies are earning huge bucks generating all types of innovative advertisements to explode them (well, literally) in the middle of a game without any second thought. These advertisements even overshadow the commentaries at times. Imagine how effective these are! Thanks to the internet- we can voice our opinions and objections. The individuals who play with the emotions of the consumers while broadcasting a game of cricket for their own selfish gains- are criticized.

TRP and the Indian Television Advertisements: In the twenty-first century with the tremendous increase in the number of viewers of the television- everybody wanted to cash on this media. Any game of cricket has the highest number of viewers compared to all other television programs, and has a very high TRP (Television Rating Points). This opportunity is used by the witty advertisers to reach out to the masses. While we are subtly being deprived of the pleasure of watching a cricket match- many people are making their own pockets heavy. The ad-mad world of today is forbidding viewers to see the cheerful faces of the players at the times of the victories. The emotions of the players actually make us happy during these times of joy. Currently this pleasure is being stolen by the advertisements which crop up in between in the prime time at the prime channels. Now, how fair is that?

Why should we Pay More to View Unobstructed Cricket? The advertisements during the cricket matches are increasing at an alarming rate with the influx of tournaments such as the Championship trophy and the IPL (Indian Premier League). The surveys are claiming that there are approximately eleven advertisement per over (almost two advertisements per delivery).  Recently a CEO of a media house of repute has commented over this issue, that if any viewer wants to see the sport uninterrupted he or she has to pay additional price for the premium service. But why do we need to pay extra? Are we not entitled to watch this sport without the interruptions? Anyhow, we are not going to buy the fact, that if we do not pay extra we should be burdened with irritating advertisement in between important games.

Is there a Way Out? Yes, of course. “When there is a will, there is a way”. The laws regarding the advertisements have to be made more stringent in our country. Those who are found guilty should be given apt punishments. This would ensure that the others avert such deeds in the future. The government should also be proactive to utilize the Section 20 (1) from the Cable Television Networks Act of 1995, and ban the companies not adhering to the norms. Utmost care has to be taken while the sponsorship deals are being distributed. These should not be handed over to the entertainment channels whose top bosses are greedy beyond limits. Well, the broadcasters also need to make money. However, this attempt should not be at the cost of troubling the ardent cricket fans who want to catch up with the game over televisions sets. Moreover, additional rules should be made for how often and for what duration the advertisements can be telecasted for one hour of the match. These should comply with the . Additionally, there should rules which are followed by one and all.

If we try to follow the above-mentioned policies (at least a few of them) the viewers of this game will heave a sign of relief. The match will be half-won for the viewers from the initial stages. And that is what is expected out of a cricket match- to make the viewers and the fans happy. Why not be transparent in broadcasting the game over the channels? If the channels please the viewers by reducing the advertisements in between cricket matches it will be a boon for the future of this game, otherwise it will be a bane. What will the ICC, the BCCI, the Cricket Associations in India, the government of India, and the media barons choose? Only time will answer this question. For the time being let us wait, and watch…cricket…or advertisements…hmmm!

Social Media in India and its Use in Advertising

What is social media? The mid of the twentieth century saw keen interest amongst people for communication with the use of Phone Phreaking, Bulletin Board System and Commercial Online Service. Then the World Wide Web came into existence which paved way for the future favorite- Social Media. Social Media is a platform for interaction. Internet usage is essential to connect to any social site. The technologies used to facilitate the social media are not complex. These technologies turn communication to interactive dialogues. Users are allowed to create as well as exchange content. These contents are easy to publish. Business houses classify social media as a consumer generated media (CGM). Common threads run all way through the definitions. Technology and communication joins hands to co-create values. The foundations of Web 2.0 are commonly used.

The usage of social media in India is increasing at a mind-boggling rate. The social media sites popularly used in India are ‘Facebook’, ‘LinkedIn’, ‘Orkut’, YouTube’, ‘Blogger.com’ and ‘Twitter’. Techno-savvy professionals are using the social media for personal networking and talent hunting. The telecom, travel, consumer product and financial services use the social media in India more effectively compared to the other industries. A novel usage of social media in India was observed in 2009. This vehicle was used to influence voters

Current Patterns of Usages of the Social Media: The social media is gaining more and more popularity. In India, roughly 80 percent of the internet users consume this media for more than two hours per day. This is much higher than the usage rate of any other media in the country. The increase of the popularity of the social media is resulting in less usage time on all the other medias. Around 85 percent of the internet users visit the social networking sites. Almost 91 percent of the users of the social sites are hooked to the ‘Facebook’. Out of the total population of social site users approximately 35 percent are students. The youth of the age group 18 to 40 rely heavily on the social media.

Utilities of the Social Media: At present, the social sites are being used not only for communications at personal levels but also for professional purposes. Indian organizations are increasingly using the online social platforms to connect a dispersed workforce. Recruitments through social sites are also in vogue. While information technology (IT) firms are in the lead (mainly to foster communications), the consumer product makers are discovering the potential of social networking sites as brand promotion tools.

Advertising Via Social Sites: Currently, sophisticated online monitoring tools are available to enable the ‘Listen- Understand- Engage’ model. But, still most Indian companies use the social media as a broadcasting tool rather than using it as a participation tool. However, many companies are using this media to track talent, upgrade products or services, generate awareness, generate leads, increase sales and retain customers. The social media in India is a model-advertising vehicle for selected inventories. It facilitates advertising. Companies or individuals may purchase inventories on Cost-per-Mille (CPM) or Cost-per-Click (CPC) basis. Brand page or fan page creation facilities are available. Users may become fans of a particular brand. Users can join discussion groups. Companies can create their own pages and motivate users to remain connected to them by interesting contents and regular contests. The social media is generating huge success in the field of advertising. A recent example of such a success was the  popular campaign ‘Sunsilk Gang of Girls’.

Advertising via this channel (social networking) is generating huge sales. Currently, the social media follows the mode of two-way communication, even while advertising their products. They are also utilizing this media to reach out to elusive customers in multiple markets. There are two different methods in which advertising is carried out on the social sites. One is being present- where the advertising companies pay and buy space. The demographics of the users and the effective keywords are studied before utilizing the space in an effective manner. The second mode is more powerful and interesting. Here, customers endorse the brands. Referrals are always more effective than mere claims by the brands.

In India, the social media is more beneficial for reaching new customers and increasing the client base compared to maintaining rapport with the existing customers. This media increases the fan following for the brands. Companies are using this tool (especially for creating awareness).  Now-a-days, any careless mistake on the part of any organization can result in havoc for them. They need to take well-calculated steps.

The demographic details of the social media users in India indicate that the professionals earning above 10,000 rupees per month use the social media more than the others. So, the audience who can be targeted at via this media can be easily reached. The products and the services which should be advertised in the social media can be brain-stormed keeping the financial status of the social media users in mind. Students use the social networking sites in a high volume. Products and services intended for students can be effectively advertised in the social media. They may not have purchasing power, but if they are convinced of a product – they may seek help of their guardians to avail the same.

While advertising in the social sites the popularity of the sites in India or that particular region is of prime importance. Till the recent past ‘Orkut’ was the most popular social networking site in India. Now, ‘Facebook’ enjoys far more popularity than any other social site. Hence, it is advisable for advertisers that before trying out their luck in this media- they know more about the popular sites of the geographic location. In the world of internet, everything is changing very rapidly. Therefore, the strategies should be short-termed (at the most for six-months). The habits and choices of the users are dynamic, and are changing very fast in this new age. Orkut was the most popular site prior to the entry of the Facebook. The cool users in India quickly migrated to Facebook because it had more features, functionalities and was more happening!

These truths are to be noted by individuals, companies and advertising agencies if they are zealous to generate more revenue. Conventional wisdom of marketing states that a brand should be present where the users are.

Advertising as a Career Option!

Advertising

Advertising is the process of informing and influencing the mass through oral or visual messages, to buy or avail various products or services. A particular service or product is advertised in order to build awareness among the potential buyers. The most popular medium for the purpose of advertising happens to be T.V., websites, newspapers, radio, magazines, hoardings, bill-boards etc. Following the ever-changing social behavior and trends and of course the economic liberalization, the advertising industry witnessed rapid development in the past few decades.

Major aspect of mass communication, advertising is a service industry associated with brand-building through the effective means of communication. It is all about creating a demand for a particular service or product, aware the people about the same, promote the marketing system and thereby boost up the economic growth. Advertising serves as an integral part of marketing.

A major and significant role is played by the advertising industry in today’s competitive world. Advertising as a Career Option is definitely prosperous and glamorous and challenging for sure with the opening of large number of agencies. Be it the companies, the religious or voluntary organizations or the personalities, brands, products or services, advertising is definitely used in some form or the other for communicating with the target audience. It is the process of building a relationship between the consumer and the product; it is a means to inform and educate the mass, promote products and services and optimize the process of sale. With a very high pay package, fame and glamour, it is an ideal profession for someone with a creative bent of mind.

Several new areas are coming up and developing in advertising, thereby creating job opportunities or many. Whether it is areas like event management wherein events are managed and marketed or image management where profiles of organization or individuals are projected or internet marketing targeting a particular section of people, a Career in Advertising is surely challenging and most sought after these days!

Advertising- Eligibility Criteria

Many of the advertising agencies in India recruit advertising personnel having a qualification in formal management or mass communication or advertising. For jobs in market research, media planning and client servicing, preference is given to the MBA holders.

The minimum eligibility criterion for pursuing post graduation in advertising, one must possess a graduation degree from a recognized university, in any discipline with at least 50% marks. Admission to advertising programs is based on an entrance examination followed by an interview. Some institutes of advertising in India also provide BA courses in advertising. Students to this course need to qualify their 12^th standard.

Advertising- Skills and Attributes

In order to pursue a successful career in advertising, some basic qualities such as flair for writing, creativity, the capability to translate different types of ideas into the visual format, etc are a must-have. One must possess an insight into the wants, need and interests of people from different background and culture. Some other essential skills and attributes required for a flourishing career in advertising are the ability to work in a team, the physical and most importantly the mental strength to take criticism and withstand high pressure. One should be sociable and must possess a calm temperament. The media and the market researchers must have the capacity to analyze things and think logically. People in the creative field of advertising should be able to make the advertisement very appealing to people.

Advertising- Areas of Work

An assortment of interesting and lucrative career options is offered in the field of Advertising, in India. Jobs in the advertising industry can be broadly classified into executive jobs and creative jobs. Executive jobs consist of Client Servicing, Media Research and Market Research while in case of the creative sections there are scope for being copywriters, visualizers, scriptwriters, typographers, photographers etc.

The executive section in advertising takes care of the needs of the clients, locates new business, maintains and retains the existing business, chooses the appropriate media and media personnel, look after the timing and placement of advertisements, negotiate with bodies in various financial deals. Creative department on the other hand prepares copies of advertisement and visualizes the exact needs of the client.

In many cases the advertising section is seen to be handled by numerous advertising agencies in India. The large companies have their own individual departments for handling specialized areas such as market research, video production, film etc.  3 basic purposes are served by Advertising

Sales Promotion: Persuade the people for buying particular services and products

Public Relations: Create a positive image about the company in the mind of the people

Education: Influence the social attitude in matters related to general concern or informs the mass about various welfare schemes by taking recourse to public interest campaigns by the private organizations or the government

The major areas of work in the advertising industry are-

• Client Servicing
• Market Research
• Media Department
• Creative Department
• Production
• Photography
• Exhibition and Event Management
• Television and Film
• Promotion and Direct Marketing

Advertising– Career Prospects India

When it comes to advertising the career opportunities are many. Large number of openings are their-

-In the private advertising agencies

-Different advertising departments in the public and private sector companies

-In several media houses

-In the advertising sections of journals, magazines, newspapers

-In the commercial sections of television or radio

-In market research organizations etc

Advertising Institutes in India

Saraswati Music College
A-1/226, safdarjung enclave, New Delhi-110029
Ph: 26105611, 26167922
Fax: 26194545
Email: katharsys_saraswati@yahoo.com

Jamia Millia Islamia University
Maulana Mohammed Ali Jauhar Marg
New Delhi -110 025
Phone: +91 11 2698 7285, +91 11 2698 6812, +91 11 2698 6813
Fax: +91 11 2698 6811
Email: contact@ajkmcrc.org

Indian Institute of Mass Communication (IIMC)
JNU new campus,
Aruna Asif Ali Marg,
New Delhi – 110067, India
Phone: 91-011-26741268, 26742920/60
Fax: 91-011-26741268
E-mail: pbapaiah@yahoo.com

Mudra Institute of Communication (MICA)
Shela, Ahmedabad – 380 058, Gujarat, India
Phone: +91 2717 308250, Fax: +91 2717 308349
Fax: 95 2717 308349

National Institutes of Advertising
NiA Campus
9, Institutional Area, Lodhi Road
New Delhi-110003
Phone: 91- 11- 656 564 90/91/92, 9871565565
Email: admissions@niaindia.org

Asian Academy of Film & Television
Marwah Studios Complex
FC-14/15, Film City, Sector-16A
Noida-201301
Uttar Pradesh
Phone: 95120-2515254, 2515255, 2515256.
Fax: 95120-2515246.
E-mail: help@aaft.com

Amity School of Journalism & Communication
Amity Campus, Sector 44
Noida- 201303
Phone: 26569050, 2653047

Wigan & Leigh College
1001-1005,
Ansal Tower,
38, Nehru Place,
New Delhi 110019
Phone No: 011-41617053/4/5/6, 9818479333
Email: delhi@wiganindia.org

Times School of Journalism
Times Centre for Media Studies,
10 Darya Ganj, New Delhi 110002

University of Delhi
University Road, Delhi 110 00
Phone South Campus: 011-24119832
Phone North Campus: 011-2766709, 27667011, 27667190
Fax: 011-27667049

Sardar Patel College of Communication & Management
Kasturba Gandhi Marg,
New Delhi-110001
Phone: 23389942

Academy 18 networks Ltd
Contact Information:
Studio 18, India Pvt. Ltd,8,
Balaji Estate,
Guru Ravi Das Marg, Kalkaji, New Delhi 110019
Ph 26225901-06

Indira Gandhi National Open University
Maidan Garhi, New Delhi
Phone: 2685924- 25-27

Kamla Nehru College, DU
(W), Khel Gaon Marg,
New Delhi-110017
Phone: 26494881, 26490061

EMPI Institute of Advertising & Communication
CSKM Educational Complex, Satbari, Mehrauli
New Delhi -110030, Phone: 26805090, 26804210

South Delhi Polytechnic for Women
Lajpat Nagar- IV, New Delhi – 110024
Phones (Office): 26294833, 26294836, 26482298
Fax No. : 011-26474425
E-mail: polytech@nda.vsnl.net.in

Sir Aurobindo Institute Of Mass Communication
Sir Aurobindo Marg, Near IIT,New Delhi 110016,
Phone: 26524798, 26567863

YMCA Centre for Mass Media
Jai Singh Road, New Delhi-110001
Telephone: 0091-11-23361915, 3746668
Fax: 0091-11-23746035
E-mail: ymcand@del3.vsnl.net.in

International Institute of Mass Media
B-50, South Extension – I, New Delhi – 110049
Phone: 011-2465 4512, 2465 4514, 2462 6660
Fax: 011-2462 6670
E-mail: coordinator@iimmdelhi.com

Institute of Mass Communication
Press Corner, Manipal – 576 104, Karnataka
Phone: 91 820 2571901/03
Fax: +91 820 2571902
E-mail:office.mic@manipal.edu

The Advertising Academy
BE-303, Ist Floor,Hari Nagar,
New Delhi 110064,
Phone: 25136068