Contemporary Advertising has taken strange forms

In recent times, creativity in advertising is not only linked to the type of advertisement created but also to where and how you display it. Marketers and advertisers are finding unique ways to advertise in present times.

In a cricket match, for example, everything has an advertisement on it. From the player's uniform, to the bat, to the boundary line, the score board and even the poor wicket has not been spared. You can see 'teeny weeny' ads written even on them.

Recently, an ice cream launched in our country took up unique ways to advertise. They used the event of 'Spring Festival' to launch but then had its name practically everywhere. From the radio to the television, to billboards, to hoardings and they even decided to use the airplane to throw down their lovely stickers.

Another way that has become popular in recent times is advertising in movies. Many a times the product displayed is not real but is later created when the audience start demanding it.

But some producers and directors are of the opinion that products shown in the movies should be real, to make the movie and scene more realistic. For example, James Bond just cannot have any COLA. After all, he is BOND! So it should have a brand name.

James Bond has been one character that has been a great influence in increasing the demand for the products he uses in his films. For example, the car and the watch that he uses in 'Golden Eye'.

In the movie 'Flipper', in a certain scene, everything was perfectly shot, from the dialogues to the cues taken by the dolphin but the only problem was that the brand name of a smashed cola can lying on a dock was different from the company with which it had formed an agreement. This was then graphically dealt with and the new brand name put in.

Marketers and advertisers will continue to come up with new and newer ideas. But everything does not work for everybody. All characters in a movie cannot sell and marketers should be very careful in determining which characters will actually be able to effectively promote their product.