When You call City, What are things that strikes first into your mind ? Traffic,Pollution,Population Beggars, Food stalls,Auto Rickshaw,Buses Cabs,Shops,Buildings and the life line of Metro cities "Train". We people are now used to of most of things from the above list, without or absence of which give us the feeling of missing something as in part of our day- to- day lives.
Here in above i said "day-day to live" i.e. means things which we are facing without fail on daily some of the people especially from city like Mumbai consider as "Life". And give life to the Concept of using media in the most appropriate manner to get maximum return on investment. This Concepts are mainly known as ATL (above the line) and BTL (below the line) Marketing and the Mix of the both this strategy is termed as TTL (through the line).The term "Line" has coined for the purpose to measure the spends and earnings of the two different kind of strategies for product promotion.
Today, Marketing Professional has experimented and adapted all kind of medium available,in and around of our surrounding which we can see, touch,feel and interact with them on regular basis. Apart from the TV,Radio and online marketing. you just observed your surround and list the product which you have seen in one day irrespective of your journey. This act of Branding is become the necessity of an organisation to run and survive in this competitive world. Place your "ad" at best location and enjoy the most Brand Recall which ultimately help you to fetch good marketing return on investment i.e. your successful M-ROI.
I still remember one of interview with one of the leading jwellery brand in India with reasonably known and beauty pageant won actress as Brand Ambassador to endorse there Brand. That, Gentleman, The MD of the Brand had ask certain basic question on the marketing and past work experience which i had shared with him very swiftly. When, he started explaining me about the spend of marketing which i though was huge for Brand like him.After listening to him very clearly. I had asked him question about this marketing Spend that " How do you measure your M-ROI on the activities your doing through various medium". That gentleman has smiled and asked me return question." Have seen our ad on TV, Did you know about our Brand before coming to interview. I replied, "Yes" & also name their Brand Ambassador. He said," That's it. My work is done. if you recall my brand and product you will surely buy one day for your loved one" and that Came true when i bought my wedding ring from same brand. it wasn't intentional but it happened. So, This way he got his M-ROI doing the immeasurable Marketing Spends.
We have lot to talk about but in this session we conclude here.
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