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
Industry veterans feel that Roadblock advertising works best in two situations: (a) When there is a major shift in the communication strategy of a brand; and (b) When a new brand (product or service) is launched or when a brand enters a new market.
The best example of Roadblock advertising in the first case (i.e. to convey change in the communication strategy) was the campaign to announce the rebranding from Hutch to Vodafone in September 2007. The day-long roadblock advertising that ran across 13 channels on Star network brought-in 90-95% brand recall for Vodafone. Similarly, in March 2009, Aircel’s Roadblock on the day of launch of its services on Red FM (Mumbai) was memorable as far as adding the spice of innovation to this practice goes. There was a complete overhaul of the station format, to fit within the brand template; for instance, the usual ‘Fevicol ke char gane chipakke’, became ‘Aircel ke paanch gaane chipakke’ alongwith Aircel’s launch campaign’s tagline – ‘Your world of possibilities’.
Similarly, the best example for the second case [i.e. a brand entering a new market] was the aforementioned print roadblock by Volkswagen in The Times of India, with each of the sixteen editions of ToI featuring Volkswagen ads, and Volkswagen ads only, on the D-day. Justifying the cash spent on the advertising warfront, Lutz Kothe, CGM – Marketing & PR, Volkswagen Group Sales India affirms, “We have witnessed a huge rise in the awareness for the Volkswagen brand within a very short time period in the country post the campaign. Apart from increasing the sales of the New Beetle and Touareg, the Volkswagen brand received a huge number of Internet hits, which clearly signifies the rise in the brand awareness for the Volkswagen brand in India. In fact, the campaign has also resulted in huge motivations amongst the dealers and employees of the company.”
Roadblock advertising can be segregated into two broad categories – Vertical and Horizontal. Vertical Roadblock is when a particular media network [a channel or a newspaper] is blocked by the marketer for a single day, while Horizontal Roadblock is when different media networks are blocked for a single time slot by a particular brand. Of course, while both have their own advantages, the company should be extremely careful about its choice in this regard; afterall airtime in either the Vertical or the Horizontal plan cannot be just bought with a few precious dimes! Therefore, which amongst the two should be used depends completely on the objective one wants to achieve from the campaign as MTV’s Swamy advises, “Vertical should be used when you want to maximise frequency of your advertisement(s) & Horizontal is to be used if you want to maximise the outreach of your mass communication.”
For more articles, Click on IIPM Article.Industry veterans feel that Roadblock advertising works best in two situations: (a) When there is a major shift in the communication strategy of a brand; and (b) When a new brand (product or service) is launched or when a brand enters a new market.
The best example of Roadblock advertising in the first case (i.e. to convey change in the communication strategy) was the campaign to announce the rebranding from Hutch to Vodafone in September 2007. The day-long roadblock advertising that ran across 13 channels on Star network brought-in 90-95% brand recall for Vodafone. Similarly, in March 2009, Aircel’s Roadblock on the day of launch of its services on Red FM (Mumbai) was memorable as far as adding the spice of innovation to this practice goes. There was a complete overhaul of the station format, to fit within the brand template; for instance, the usual ‘Fevicol ke char gane chipakke’, became ‘Aircel ke paanch gaane chipakke’ alongwith Aircel’s launch campaign’s tagline – ‘Your world of possibilities’.
Similarly, the best example for the second case [i.e. a brand entering a new market] was the aforementioned print roadblock by Volkswagen in The Times of India, with each of the sixteen editions of ToI featuring Volkswagen ads, and Volkswagen ads only, on the D-day. Justifying the cash spent on the advertising warfront, Lutz Kothe, CGM – Marketing & PR, Volkswagen Group Sales India affirms, “We have witnessed a huge rise in the awareness for the Volkswagen brand within a very short time period in the country post the campaign. Apart from increasing the sales of the New Beetle and Touareg, the Volkswagen brand received a huge number of Internet hits, which clearly signifies the rise in the brand awareness for the Volkswagen brand in India. In fact, the campaign has also resulted in huge motivations amongst the dealers and employees of the company.”
Roadblock advertising can be segregated into two broad categories – Vertical and Horizontal. Vertical Roadblock is when a particular media network [a channel or a newspaper] is blocked by the marketer for a single day, while Horizontal Roadblock is when different media networks are blocked for a single time slot by a particular brand. Of course, while both have their own advantages, the company should be extremely careful about its choice in this regard; afterall airtime in either the Vertical or the Horizontal plan cannot be just bought with a few precious dimes! Therefore, which amongst the two should be used depends completely on the objective one wants to achieve from the campaign as MTV’s Swamy advises, “Vertical should be used when you want to maximise frequency of your advertisement(s) & Horizontal is to be used if you want to maximise the outreach of your mass communication.”
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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