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  • Roadblock Advertising

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    Nikhil Pyati
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    Roadblock advertising refers to exclusivity in advertisement slots for a single client over a period of time. It involves blocking multiple media networks or an entire media network for a day. Roadblock ads are used to create high impact communication when launching a new product or entering a new market. Volkswagen was the first company to use this strategy, blocking 16 newspaper editions to advertise. Other examples include Vodafone blocking channels for 24 hours and Hindustan Unilever blocking slots across channels for 40 hours. The first film to use this strategy was My Name is Khan, which blocked 11 channels to promote the film. While roadblocks generate visibility, they are an expensive short-term tactic.

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    Roadblock advertising refers to exclusivity in advertisement slots for a single client over a period of time. It involves blocking multiple media networks or an entire media network for a day. Roadblock ads are used to create high impact communication when launching a new product or entering a new market. Volkswagen was the first company to use this strategy, blocking 16 newspaper editions to advertise. Other examples include Vodafone blocking channels for 24 hours and Hindustan Unilever blocking slots across channels for 40 hours. The first film to use this strategy was My Name is Khan, which blocked 11 channels to promote the film. While roadblocks generate visibility, they are an expensive short-term tactic.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    123 views16 pages

    Roadblock Advertising

    Uploaded by

    Nikhil Pyati
    Roadblock advertising refers to exclusivity in advertisement slots for a single client over a period of time. It involves blocking multiple media networks or an entire media network for a day. Roadblock ads are used to create high impact communication when launching a new product or entering a new market. Volkswagen was the first company to use this strategy, blocking 16 newspaper editions to advertise. Other examples include Vodafone blocking channels for 24 hours and Hindustan Unilever blocking slots across channels for 40 hours. The first film to use this strategy was My Name is Khan, which blocked 11 channels to promote the film. While roadblocks generate visibility, they are an expensive short-term tactic.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    of 16

    ROADBLOCK ADVERTISING

    Presented By:Bhuwan Amit utkarsh Ashwani Swati Ankit

    ROADBLOCK ADVERTISING:( A Creative Obstruction )

    DEFINITION:Exclusivity in any number of advertisement slots for r a single client over a given period of time.. .

    ROADBLOCK CATEGORIES:-

    Horizontal Roadblock:- It is when different media networks are blocked for a single time slot by a particular brand.

    Vertical Roadblock:- It is when a particular media network [a channel or a newspaper] is blocked by the marketer for a single day

    WHY AND WHEN ROADBLOCK ADVERTISING ??? .


    Simple but expensive way of aggregating eyeballs and creating a buzz. Do a brilliant job in breaking the clutter as they make your product stand out in the crowd.

    To create highhigh-impact communicati on. on

    When there is a major shift in the communication strategy of a brand

    When a new brand (product or service) is launched or when a brand enters a new market.

    A creative Block : Market economics Volkswagen , The reputed German car maker was first to use the idea that triggered a new genre of creativity. In November 2009,The auto major went all the way blocking 16 editions of the-The Times of India , which carried an incredible 9 pages of exclusive advertisement of company. The entire campaign cost the company a whooping Rs. 40 Cr.

    In 2007, Vodafone created multiple ad campaigns and ran it for a day cross 13 star channels. when it entered in Indian cellular space. with the acquisition of Hutch. Blocking 24 hrs in 13 group channels with multiple insert of 10 seconds each.

    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 the wake of increasing competition. Booked about 4500 ad sports covering 40 hrs and expected to reach over 100 million customers. Spent a whooping Rs. 8-9cr per day

    MY NAME IS KHAN: FIRST FILM TO USE ROADBLOCK ADVERTISING.


    Karan johar Attempted an umbrella advertising strategy for his ambitious venture My name is khan. Telecasting a 3- minute theatrical promo of the film blocking 11 channel of star network. Fox Star Studios has acquired the worldwide distribution rights for this film for around Rs 80-90 crore for a 15 year period.

    B L O CKING A DVANTAGE S A ND D I SA D VANTAGES : THE PROS


    Generates high visibility and immediate recognition

    Brand Exposure

    Top of the mind recall

    Reach and connect

    Clutter Breaking

    THE CONS

    . Tactical in Approach

    Short term Gains

    Expensive

    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 certainly seems to be a revolutionary concept, specially for market leaders and for involvement products.

    Questions are Welcome


    If you will not ask , you will never know..

    To find the exact answer, one must first ask the exact question.

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