“Unconventional advertising will do better that its classic cousin. If it will register any loss, it will be smaller. I tend to think that it will grow”, he said. In this period, the crisis brings up quite rapidly the issue of pricing in our discussions with the clients. “Our solution for this would be the annual contracts, which cover all the supports operated by us, with very tempting discount grids. Who buys more, buys cheaper”, he sais.
Adrian Paculea, filed marketing director for Mercury360, also thinks that unconventional advertising is on the rise, mainly because of the economic context generated by the crisis. He sais that he was expecting BTL to become the advertising star this year or at least to be well privileged. According to him, BTL will register growth especially because of the general decrease of the media. “We expect individual constancy because of the general loss” he explained.
The MVcom official also says that unconventional doesn’t necessarily mean cheap. “Such advertising is, first of all, memorable and, of course, it does it all at reasonably small costs/hit. Its efficiency is first and foremost measured by the rate of memorability and this can be demonstrated psychologically. If you approach the target in an unexpected way that is, at the same time, a multi sense approach, the chances for the message to be memorized for a longer period of time are very high”.
Up till now, except for a problem with actual cash due to the fact that clients tend to be late on payments, MVcom has not felt the effects of the financial crisis. “Most of our clients want something else, especially in this period. Each of them dreams about special projects. ATL offers though, some audience data, can produce some numbers, even if lately it’s been very tough on the market. The decision rests only in the hands of the managers and in the way they operate: sure, but this can be foolish or brave and with higher hopes of success”, he explained.
Source: Business Standard (www.standard.ro)
