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ROADBLOCK ADVERTISING

Presented By:-

Ashwani

Swati

Ankitutkarsh

Amit

Bhuwan

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ROADBLOCK

ADVERTISING:-

( A Creative

Obstruction )

DEFINITION:-

Exclusivity in anynumber ofadvertisement slots for

a single client over agiven period of time..

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ROADBLOCK CATEGORIES:-

Vertical Roadblock:- It is

when a particular media

network [a channel or anewspaper] is blocked by

the marketer for a single

day

Horizontal Roadblock:- It

is when different media

networks are blocked for asingle time slot by a

particular brand.

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WHY AND WHEN ROADBLOCK ADVERTISING ???

.

Simple butSimple but

expensiveexpensive

way ofway of

aggregatingaggregating

eyeballs andeyeballs and

creating acreating abuzz.buzz.

Do aDo a

brilliant jobbrilliant jobin breakingin breaking

the clutter asthe clutter as

they makethey make

your productyour product

stand out instand out in

the crowdthe crowd.

To createTo create

highhigh--impactimpact

communicaticommunicati

onon.

When there is a majorWhen there is a major

shift in theshift in the

communication strategycommunication strategy

of a brandof a brand

When a new brandWhen a new brand(product or service) is(product or service) is

launched or when a brandlaunched or when a brand

enters a new market.enters a new market.

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A creative Block : Market

economics -

Volkswagen , The reputed Germancar maker was first to use the ideathat triggered a new genre ofcreativity.

In November 2009,The auto majorwent all the way blocking 16editions of the-The Times ofIndia , which carried an incredible9 pages of exclusive advertisementof company.

The entire campaign cost the

company a whooping Rs. 40 Cr.

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In 2007, Vodafone createdmultiple ad campaigns and ran

it for a day cross 13 starchannels.

when it entered in Indiancellular space.

with the acquisition of Hutch.

Blocking 24 hrs in 13 groupchannels with multiple insert of

10 seconds each.

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Hindustan Unilever Ltd. , in sep. 2009,struck a deal with zee and star

channels to air only its commercials.

To get better brand exposure in thewake of increasing competition.

Booked about 4500 ad sports covering40 hrs and expected to reach over 100

million customers.

Spent a whooping Rs. 8-9cr per day

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.

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MY NAME IS KHAN: FIRST FILM TO USEROADBLOCK ADVERTISING.

Karan johar Attempted anumbrella advertising strategy forhis ambitious venture My name iskhan.

Telecasting a 3- minute theatricalpromo of the film blocking 11

channel of star network.

Fox Star Studios has acquired theworldwide distribution rights forthis film for around Rs 80-90 crore

for a 15 year period.

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BL O C K I N G ADVA NTAGES A ND D I SADVANTAGES :: --

THE PROS

GeneratesGenerates

high visibilityhigh visibility

andand

immediateimmediate

recognitionrecognition

BrandBrand

ExposureExposureTop of theTop of the

mind recallmind recall

Reach andReach and

connectconnect

ClutterClutter

BreakingBreaking

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THE CONS -

.

Short termShort term

GainsGains

Tactical inTactical in

ApproachApproach

Expensive

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TO CONCLUDE..

Tactical Approach akin to fast food.

Refreshing change.

new mantra in the media industry to reach your target audience.

Serve good platform for enhancing equity and accentuating the brand

image.

Large investment requirement.

Doesnt have long term sustenance

Roadblock Advertising certainlyseemsto bearevolutionary concept,

specially formarketleaders and forinvolvementproducts.

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Questions are WelcomeQuestions are Welcome

If you will notask , you will

never know..

To find the exact

answer, one must

first ask the exact

question.