Some marketers have brands that are actually numbers (remember Maruti's 800, 502 Pataka Chai or 555 cigarettes). Radio stations, food delivery companies, handset makers, information desks, cab services and even TV companies have all used numbers to stay connected. FM stations promote the overall combination of the station frequency along with the brand name (like Radio Mirchi 98.3 FM). Domino's and McDonald's have been promoting their 'Hunger Helpline' numbers over their past few campaigns. Nokia always promotes its models, which generally carry numeric names (like Nokia 6600). Information dial-up services such as Just Dial (69999999) or DNA Infoline (26666666) find it imperative for their numbers to stick in the consumer's mind. A more recent category – radio cabs – also considers numbers important.
The question is: Should a marketer spend his ad bucks promoting the brand name, the number involved or a combination of both?
The question is: Should a marketer spend his ad bucks promoting the brand name, the number involved or a combination of both?
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