What if ads released with box office numbers?, Marketing & Advertising News, ET BrandEquity

<p>Representative image (iStock)</p>
Representative image (iStock)

The other day I had a peculiar conversation with my 13 year old son. One of his classmates is the son of a filmmaker and he heard that the boy’s mother’s film grossed 75-80 crores on day one. So he comes and tells me that he wants to be a filmmaker because he wants to make that kind of money. Well, his misconception that all movie collection monies go to the film’s Director aside, it got me thinking about how the narrative around new movies has changed dramatically in the last few years.

Earlier, when a film came out, you’d discuss if it was good or bad. You’d probably debate reviews, your friends’ opinions and maybe even wait to see if it wins at the awards. Now, all anyone talks about are box office numbers! Without context of how much was spent on making, promoting or distributing the film, every conversation is about hundreds or thousands of crores. Another filmmaker friend commented that this method works because it takes all subjectivity out of the picture. No one can say if your film is good or bad, the audience is saying it directly. Interestingly, this trend is also reflective of what has happened in advertising a while back, with every ad being judged on ‘virality’ and number of views over all else. But it begs a few important questions:

1. Transparency – Who’s calculating these numbers? Who’s auditing them? How long do we just keep on believing numbers published by Meta and Google? Finally these are for-profit companies, interested in showing their shareholders that they’re doing well. We’ve all heard stories of app usage numbers being fudged by Founders and TRP scams. Isn’t it about time we had an independent entity auditing all the numbers on views, reach,

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how ethical marketing solutions are changing the game, ET BrandEquity

<p>Representative image (iStock)</p>
Representative image (iStock)

Today’s environmentally conscious consumers pay more attention to companies that demonstrate shared moral beliefs and improve people’s lives. Besides their positive social impact, these business practices allow companies to establish emotional bonds with their audience, thereby gaining a competitive advantage. Ethical and sustainable practices within the brand messaging and marketing campaigns of businesses will attract customers with certain mindsets, create loyal customers, and ensure long-term business success.

This fundamental shift is based on the notion that ethics is a set of moral principles that guide both individuals and organizations. Beyond merely conveying information, ethical advertising stands for equity, justice, and truth in both messaging and the user experience. Ethical marketing strives to preserve human dignity in addition to being genuine and honest. Within this ethical system, influencer marketing emerges as an ever-changing factor in narrative creation. Brands can convey their ethical message more effectively when they collaborate with influencers who embrace their dedication to sustainability. Influencers diversify the target demographic for sustainable advertising while acting as true advocates, strengthening the relationship between the business and its consumers.

Importance of Ethical Marketing

Ethical marketing positively influences consumers, building trust and loyalty and creating a good reputation for the company. Consumers, in most cases, favour brands that adopt healthy and eco-conscious marketing. Ethical marketing involves planning the implications of decision-making based on fraudulent strategies that may cause damage to confidence, reputation, lawsuits, and loss of money. In the modern world, businesses utilizing questionable means are more likely to deal with negative PR as a result of the magnified effect of social media.

However, sustainable advertising through ethical means is fruitful. Sustainable marketing helps society and the environment and promotes a “win-win” situation. Influencer marketing is an addition to this effect that multiplies it by promoting sustainable advertising in an

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How curiosity helped build the Orry brand, Marketing & Advertising News, ET BrandEquity

<p>Orhan ‘Orry’ Awatramani (photo credit: Andrew Kimber)</p>
Orhan ‘Orry’ Awatramani (photo credit: Andrew Kimber)

A few weeks ago, ‘Who the hell is Orry?’ was the first question to pop up each time anyone scrolled through any Bollywood content. For the uninitiated, fashion influencer and Bollywood insider Orhan ‘Orry’ Awatramani has been ubiquitous on the film industry’s social scene for a while now, often spotted hanging out with actors — and his ‘BFFs’ — Janhvi Kapoor, Sara Ali Khan and Ananya Panday.

But in November, the 28-year-old socialite seemed to embody ‘everything, everywhere all at once’, posing up-close with familiar faces at every high-profile celebrity event.

Branding masterclass

Despite this, no one had any definitive answers as to who he was. Online searches for [sic] ‘who is orry’, ‘Orry kon hai’ and ‘what does orry do’ rose significantly. Between October 21 and November 11, ‘Orry’ searches saw a 67x spike. By November 26, the day of his special appearance on Bigg Boss 17, searches for ‘Who is Orry’ reached peak popularity. The majority of traffic was interestingly from unexpected places such as Arunachal Pradesh, Goa and Chandigarh. Searches for [sic] ‘Who is Orry Awatramani parents’ and ‘Orry net worth’ spiked too.

AIB’s former head writer Devaiah Bopanna believes Orry is playing the Kardashian fame game. “I don’t doubt Orry when he says he is a genius marketer. He knows exactly what he is doing — meme your way into mainstream pop culture and celebrityhood, and then spin it off into one or many multi-million-dollar businesses,” he recently wrote on Twitter.

Orry has already begun spinning that ‘fame’ into brand collaborations. In August, Netflix used the curiosity around Orry to promote its film, Heart Of Stone, while in October, Bumble leveraged his perceived lack of relatability as the premise for its ‘I’m Just Like You’ campaign (a script Orry

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How Al Ries and positioning changed marketing forever, Marketing & Advertising News, ET BrandEquity


<p>Al Ries (image source: AlRies.com)<span class="redactor-invisible-space"></span></p>
Al Ries (image source: AlRies.com)

Al Ries (pronounced Reese), marketing strategist and thinker who, along with partner Jack Trout, created “positioning,” passed away on Oct. 7 2022 at his home in Atlanta. He was 95 years old.

His work on positioning was all about owning a bit of the consumer’s mind. For the first time, the business world was told that creative advertising wasn’t enough persuasion; it needed smart positioning. Volvo owns “safety,” Crest “cavities” Sensodyne got ‘Sensitivity’, FedEx brings to mind “overnight,”. It is all about strength of association and cutting past the clutter of advertising messages.

In his own words, the task of positioning for brand builders is to “find an open hole in the mind and become the first brand to fill it.”
Trout & Ries went on to run an Ad agency, which mutated into a strategic consultancy. It successfully positioned the Trump Plaza Hotel as “Atlantic City’s centrepiece” and Burger King as the place to get “broiled, not fried” hamburgers.

The quality of focus on positioning was evident in the brief they handled for Sabena, the Belgian national carrier. In a contra-brief action, they positioned the country instead of the airline. Focused on five Belgian cities (Brussels, Antwerp, Bruges, Liège and Tournai) that had each received three stars from the Michelin Guide, whereas only one Dutch city, Amsterdam, had the same.

The campaign’s slogan was sheer genius: “In beautiful Belgium, there are five Amsterdams.” They shaped a prized selection of brands, including Paramount Pictures, AT&T, KPMG, Sotheby’s and IBM. Al Ries was inducted into the American Marketing Association’s Marketing Hall of Fame in 2016.

Alfred Paul Ries was born on Nov. 14, 1926, in Indianapolis. He graduated in 1950 from DePauw University in Indiana, where he majored in mathematics and began his advertising career with

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The Advertising Club collaborates with MICA to introduce online programme on performance marketing, ET BrandEquity

<p>The Advertising Club </p>
The Advertising Club

The Advertising Club has announced a partnership with India’s marketing and communication management institute, MICA – The School of Ideas, for an online programme on performance marketing.

Kickstarting in January 2024, the collaborative initiative is aimed towards empowering individuals with industry-relevant skills and knowledge through a specially curated leadership and management development module on performance marketing, the club stated in a press release.

The programme is designed to help experienced professionals as well as freshers develop contemporary need of the hour capabilities that employers are seeking in order to maintain their competitive advantage, it added.

The 36 hours intense live online programme is curated in a workshop format by the industry and academic experts and will include a significant level of self-study. Designed for advertising and marketing professionals, creative specialists, digital marketing experts, and learning enthusiasts, the performance marketing programme will include live teaching sessions, self-learning, group-learning and will culminate with an evaluation which will include assessments, presentations and quizzes, the club stated.

Spanning nine weeks, the programme will cover the basics and advanced technicalities of performance marketing, social media marketing, display advertising, email and affiliate marketing, SEO and SEM, targeting and audience segmentation, Generative AI, machine learning and much more, ensuring a holistic learning experience, it added.

Speaking on the partnership with MICA, Rana Barua, president, The Advertising Club said, “The landscape of the MarTech industry is constantly evolving. With this programme, we aim to provide a platform for freshers and experienced professionals, and empower them to upskill their knowledge, thereby becoming industry ready. We believe this collaboration will foster learning, transform careers, inspire creativity, and ultimately elevate standards within our industry.”

Mayank Kumar, professor at MICA, further said, “At MICA, we unravel the intricate layers of Performance Marketing, offering a panoramic view of its evolution

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Facebook owner Meta faces EU ban on targeted advertising, Marketing & Advertising News, ET BrandEquity


<p>Representative image </p>
Representative image

The European data regulator has agreed to extend a ban imposed by non-EU member Norway on “behavioural advertising” on Facebook and Instagram to cover all 30 countries in the European Union and the European Economic Area, it said on Wednesday.

The ban on such advertising, which targets users by harvesting their data, is a setback for U.S. tech giant Meta Platforms, the owner of the two social media services, which has opposed efforts to curb the practice.

Meta runs the risk of getting fined up to 4% of its global turnover, the Norwegian data regulator said.

The decision by the European Data Protection Board (EDPB) is an instruction to the data regulator of Ireland, where Meta’s European headquarters are located, to impose a permanent ban on the company’s use of behavioural advertising within two weeks, EDPB said in a statement to Reuters.

“On 27 October, the EDPB adopted an urgent binding decision … to impose a ban on the processing of personal data for behavioural advertising on the legal bases of contract and legitimate interest across the entire European Economic Area,” it said.

Meta on Wednesday said it had already said it would give users in the EU and the EEA the opportunity to consent, and would offer, in November, a subscription model to comply with regulatory requirements.

“EDPB members have been aware of this plan for weeks and we were already fully engaged with them to arrive at a satisfactory outcome for all parties,” said a company spokesperson.

“This development unjustifiably ignores that careful and robust regulatory process.”

Since Aug.7, Meta has been subject to daily fines in Norway of 1 million crowns ($90,000) for breaching users’ privacy by using their data, such as locations or browsing behaviour, for advertising, a business model common to Big Tech.

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