Yes, this is the classic approach that almost every advertiser is guilty of.
No, this is not a personal crib by a media agency guy because the client gives precedence to the TVC over the media strategy. I feel sad for the advertisers who behave in this manner, I feel sorry for the shareholders of the company whose money is not being spent prudently.
I am in no way suggesting that a TVC is not an important part of the media assets that build value for a brand; only that a TVC is not always the way to furthering the brand. In the current media landscape, there are scores of opportunities for brands to interact with consumers and to tell them about the strength of their brands. Before a decision is made about the manner of interaction that a brand chooses, a lot of investigation is required to understand the challenge for the brand in the market and the suitability of the various touchpoints available. It is only after such an elaborate investigation that a Brand should decide if a TVC is the best way forward.
Am I suggesting that advertisers do not investigate well enough before they decide to spend crores of Rupees on airing their TVCs. Yes, I am.
Of course! there are some who are very elaborate in their analysis; but, for most advertisers, a TVC is the default way to express the brand idea.
Every Brand has its unique situation in the market and according to the ambition of the brand in the market it has its specific challenges that it needs to overcome for the consumers to prefer it over competing brands. This challenge is a result of the nature of the category that the brand operates in; the mindset of the consumers that the brand is targeting and the type of competition that the brand faces in the category. While, for some it could be the lack of awareness about the brand; for others it could be the "perceived price-value" equation that a brand offers. The adverse "price-value" equation itself can have multiple dimensions and hence, multiple avenues which the brand can resort to for redress. It is imperative for the brands to arrive at the specific challenges that are a hurdle to their progress. The nature of interaction that a brand must have with the consumers is totally dependent on this challenge that a brand identifies.
At the next level, there needs to be a comprehensive analysis of the options available to the brand to discuss this challenge with their prospective consumers and to arrive at the best way to interact with the consumers. I have great respect for the "creative" and I am sure that a good creative can solve any challenge even with the TVC approach. However, brands have the choice of a multitude of touchpoints; each having its own strength for different kinds of brand challenges. So, unless, there is some strong reason not to utilize touchpoints other than the TVC; brand need to go beyond the default TVC approach.
Media Strategy by definition, does all of the investigation stated above and proposes a structure for the communication campaign that the brand needs to execute for achieving the brand goals. This Communication Campaign is an enumeration of a set of activities, each of a specified intensity and duration that need to be triggered at specific times across different touchpoints to achieve the desired effect on the mindset or behaviour of the targeted set of consumers. A TVC may well be one of the activities in this set that the Media Strategy recommends.
It would do good to the brands to get their media agency to work with them to craft a comprehensive media strategy (also, in partnership with the creative agency and other stakeholders). And, if the recommended Communication Campaign calls for a TVC, so be it.
A TVC is a very powerful tool and if used effectively in the communication plan, it can change the fate of brands. Let us use it prudently. While, this article talks of a TVC, the same applies to many other media options that so often intrude in our daily life without affecting us in any meaningful way.
