Advertising is one of the most important aspect of brand and communication ecosystem. Usually, the phase comes much later in a priority matrix wherein product, distribution, price point all take a precedent. It may be the last, but certainly something, which has a potency of turning a simple utility based product in to a brand which can create value for its consumers.

If, advertising is such a powerful phenomenon, we must know what exactly the term means and what all it can do?

In simple words, Advertising is all about communicating product attribute(s) which nobody else has (USP), to the sharply defined TG in a language they resonate with. 

The definition clearly has three pillars – 

• Unique Attributes 
• Sharply Defined TG 
• Familiar Language

First two are intrinsic and something which a brand custodian has a control over. However, that may not necessarily be the case for the third one and that’s why it’s imperative to understand the value of it. Human beings are most receptive for any kind of communication when the same is happening in a familiar / comfortable environment. In a brand communication language, that environment is nothing but a media vehicle you choose to communicate the message.

Certainly, the decision of what media one chooses is of utmost importance when it comes to advertising.

Broadcasters and Publishers are just not the vendors but partners in the journey of a brand. True, they get paid for putting that communication up there, but it’s a synergy of the content which eventually creates that magic. I have always believed, that broadcasters, irrespective of their domain (Print, TV, Radio, Digital etc.) are just not message carriers but are CONTENT CREATORS.

Imagine, if all Print Publications, TV Channels, Radio Stations and Digital streams across the country coming together and churning the content collectively which they are doing it in individual capacity.The kind of content bank which will get created will be enormous. Every media has a competency and power to create unique content and associating brands ride on this to get a traction for their products. 

Broadcasters and Publishers are thus, a very important cog of the entire communication cycle.

The question is, are media companies realizing their own value and the kind of impact they can create for a partnering brand ?

Post pandemic, there are several instances wherein many have gone down on price they usually demand from their partners. Words like discount/ bonus/value adds are a part of usual conversations amongst negotiating parties. Many are willing to compromise their core content. However, fact of the matter is, apart from reach, content is the reason the brand is getting associated with a particular channel. The phenomenon is generic and not unique to any domain. All, (irrespective of the content type, reach and popularity pre-covid) are kneeling down in front of demands and sometimes the demands are unrealistic.

Clearly the pressure is on them to keep business running and survive. There may be some exceptions, but largely this is the scenario across.

What does a professional / organisation as a whole do when the odds are clearly not in favour? 

There could be many strategic inputs which people may seek. But if, there could be one thing which could have lot of relevance for both; individual professionals and organisation as a whole, then it should be 

“THE BELIEF“

Though, the trait is surely must have for all business entities irrespective of the domain. But, for Media companies and its internal customers, the reason to possess it are many.

In comparison to other industries, Media business is inherently dynamic. Nature of the business demands agility, non-linear approach and speed of execution. And thus, adopting and accordingly evolving for better has come naturally to media organisations.

When there was no reference point, these are the same people who have created best of the content and charged premium to an associating brand. When everyone was questioning them with a specific segment, they were having belief that this can click for content consumers and brand partners both. When traditional media consumption habits were ingrained in social system, these are the people who altered those with innovative formats and accordingly created new avenues for brand communication.

Media organisations have always shown that they are the ones who can create impactful influencers. Nobody else has that power of influencing a large mass.

The time is to stick together, not give up and have a belief that things will change.  

But, the key word is togetherness. Entire fraternity has to become ONE. Each one of the family has to walk the talk, believe on their prowess and keep reinventing themselves instead of discounting the value of their services.

Be patient but don’t give up.

Be innovative and provide solutions, but don’t discount.    

Value the product you represent and the power of it.

End of the day, Media as a domain, is a tribe of creators &….. Creators never die!