What is the jargon used to describe the manner in which your favourite channel on the idiot box is bombarded with ads after ads of the same brand? What is the term used to explain the ads of the same auto brand plastered all across the first few pages of your daily newspaper? 4Ps B&M adds a word to your marketing dictionary. Call it ROADBLOCK! PRONUNCIATION –ROHD-BLOK NOUN – ACTION USING A MEDIA VEHICLE TO OBSTRUCT EXPOSURE TO RIVAL BRANDS
It was one of those usually pleasant mornings; the date by the calendar – November 11, 2009. Abhinav Batra, a 32 year-old Mumbai-based software engineer, welcomes the morning at 7 am, with a hot mug of coffee and the daily newspaper, like he does any other day. But something in a rather abrupt fashion catches his half-drowsy eyes – the main page of the morning paper, featuring a Volkswagen advertisement. The first page is immediately followed by eight pages that have the same auto giant basking on the 55cm x 35 cm platform... In short, it was a 17,325 cm2 morning treat for Abhinav’s eyes, with sedans of the German auto-maker plastered all over the first nine pages of the daily. ‘Madness’ is what you could term it; ‘Roadblock’ is what we call it!
A rather common occurence in recent times, such unforseen advertising whammies have time and again thrown the consumer into a state of disbelief! So what’s this bombshell of an act called ‘Roadblock advertising’ all about? Well, the intention behind the act is quite simple – to ensure that the brand gains a unique registration status in the minds of consumers, like in the case of this young reader, who could not help but appreciate the fact that Volkswagen has arrived in India, all on a fine (though a usual one) November morning!
But before dwelling on the finer details of the act and its effectiveness, it becomes important to define this marketing jargon. To put it simply, Roadblock advertising implies blocking a particular media vehicle (it could be a Television Network, a particular newspaper or magazine, a radio station or even a particular Internet site) for a particular period of time to maximise the outreach and frequency of the communication message. Historical data however suggests that Roadblock advertising is mostly used on TV.
So why does a marketer need Roadblock advertising? “It’s a simple but expensive way of aggregating eyeballs and creating a buzz. In principle they want consumers to talk more about it... even after the roadblock is over,” explains Naresh Gupta, National Planning Head, Dentsu Marcom. To this, Aditya Swamy, Senior VP – Sales & Marketing, MTV India, adds, “Roadblocks do a brilliant job in breaking the clutter as they make your product stand out in the crowd.” Another opinion expressed was that by Times of India’s CMO Rahul Kansal, who strongly feels that the whole concept behind Roadblock advertising (irrespective of which channel of communication is chosen) is to ‘dominate’. The idea is to create high-impact communication, so that repetition can be done away with.
It was one of those usually pleasant mornings; the date by the calendar – November 11, 2009. Abhinav Batra, a 32 year-old Mumbai-based software engineer, welcomes the morning at 7 am, with a hot mug of coffee and the daily newspaper, like he does any other day. But something in a rather abrupt fashion catches his half-drowsy eyes – the main page of the morning paper, featuring a Volkswagen advertisement. The first page is immediately followed by eight pages that have the same auto giant basking on the 55cm x 35 cm platform... In short, it was a 17,325 cm2 morning treat for Abhinav’s eyes, with sedans of the German auto-maker plastered all over the first nine pages of the daily. ‘Madness’ is what you could term it; ‘Roadblock’ is what we call it!
A rather common occurence in recent times, such unforseen advertising whammies have time and again thrown the consumer into a state of disbelief! So what’s this bombshell of an act called ‘Roadblock advertising’ all about? Well, the intention behind the act is quite simple – to ensure that the brand gains a unique registration status in the minds of consumers, like in the case of this young reader, who could not help but appreciate the fact that Volkswagen has arrived in India, all on a fine (though a usual one) November morning!
But before dwelling on the finer details of the act and its effectiveness, it becomes important to define this marketing jargon. To put it simply, Roadblock advertising implies blocking a particular media vehicle (it could be a Television Network, a particular newspaper or magazine, a radio station or even a particular Internet site) for a particular period of time to maximise the outreach and frequency of the communication message. Historical data however suggests that Roadblock advertising is mostly used on TV.
So why does a marketer need Roadblock advertising? “It’s a simple but expensive way of aggregating eyeballs and creating a buzz. In principle they want consumers to talk more about it... even after the roadblock is over,” explains Naresh Gupta, National Planning Head, Dentsu Marcom. To this, Aditya Swamy, Senior VP – Sales & Marketing, MTV India, adds, “Roadblocks do a brilliant job in breaking the clutter as they make your product stand out in the crowd.” Another opinion expressed was that by Times of India’s CMO Rahul Kansal, who strongly feels that the whole concept behind Roadblock advertising (irrespective of which channel of communication is chosen) is to ‘dominate’. The idea is to create high-impact communication, so that repetition can be done away with.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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