Big Stick

Music videos give a face, a look, a visual appeal to what is otherwise an entirely auditory experience. Music videos started probably as long ago as the television itself, and they have gone a long way in popularizing artists. In fact, it is quite interesting that television channels should actually be devoted something that is only supposed to be listened to, not seen. But the popularity and Television Rating Points of these channels tell us that music videos can make or break a song or artist.

Music videos are popular because they go a long way in reinforcing an ‘image’ of a song or the artist. It is more experiential than listening; hence people tend to relate to it much faster. In the same way that watching a movie is more ‘real’ than reading a book about the same story. A music video also gives a new dimension to the meaning or purpose of a song. A song is an expression of a thought or an emotion. Although lyrics are more than enough to help one connect to this thought, the video defines this purpose more narrowly. The purpose of the song becomes much clearer to most listeners through the video. In fact, you might have observed that once you have seen the video of a song, you will recall it every time you hear the song.

Is creating a music video much different from creating a movie or ad? Well yes, it is. When you see a video, the reason it makes sense and appeals to you is because it reinforces what the song says when the song says it. A movie is a final product; everything else is ancillary – dialogues, set, lights, et al. In the case of a music video, the video is ancillary. It is to be made to fit onto the song after a song is completed; it is not made with the song. This is difficult since the video has to now be a perfect match with the song, its lyrics, tempo and its meaning. And along with all this, the video must also convey a story in most cases – All this within a span of not more than 3 minutes.

Advertising â?? and its association to other concepts

Introduction:

An advertisement as an object and an advertising as a process has lots of contents and players to bring that concept. As an object it is the Ad designer or the agent who has the role to play, while as a process it is the beholder who has the responsibility to accomplish the objective. In between these two there are other players also to play their separate roles. While the whole issue is to manage and explore the benefits, the role of advertising, being used as a marketing tool canâ??t be ignored. This is an attempt to define what an advertisement is, and how it is related to other objectives.

Definition

Advertising is a process to communicate the desired message of the producer to the customers. In other words it is the process by which the message is being passed to the consumers by proper means of communication. In a well versed form it is one of the marketing mix to promote goods, services, companies and ideas through an identified sponsor. One of the 4Pâ??s of marketing is the promotion strategy. Advertising being a part of promotional mix helps a lot to the marketers to promote their products.

Elements of advertising Process

There are different elements of advertising. Their relevancy depends upon the demand of a particular situation and so can easily move in the priority list to fulfill the need of the situation. As enlisted and shown in the figure depicted above â??an advertisement as a product has several elements to be judged (in the process starting from concept to reality) to come as a product to meet the objective of the companyâ?.

The importance of advertising depends upon various factors such as nature of the product, Industry to which it belongs, competition in the market, market intensity, stage of the product or the brand in its life cycle, effect on per capita consumption, customer loyalty, brand credibility and media.

Advertising is a component of marketing mix has a lot to do in the market to meet an objective of the beholder. Being a communication process to put the information about the intended â??idea or thoughtâ? to the target audience or defined customers in a manner to satisfy the intended need is not an easy task. In a very subjective way it is all to bring the concept into reality to work and meet the intended need. Through advertisement, the beholder tries to put their information into the market for their ready acceptance. The intensity of competition has led a lot of pressure on promoters and advertisers to make a creative, responding and effective advertisement.