Marketing Heads have to deliver in specified budget. Media planning, reach and innovation is the key.
One medium that has now made deep in roads in at least 15 most affluent cities of India is Pamphlet or newspaper insert. The newspaper subscribers are also familiar with this medium.
Why do large corporate use this medium?
This media vehicle got the attention of the Marketing Head and media planners roughly a decade ago. There were Big Brands making entry in a particular locality of a large city. Putting a display ad in the print media is a costly affair and the team knows buyers may not travel distance. This is where Pamphlet got immediate attention in corporate. It is location specific activity. Reach is assured.
It started as a A5 size and now Brands are seen putting full page and even catalogue in the newspaper. Industry using this medium very frequently are Real Estate, Fast Food, Apparel, Automobile and Electronics.
This unorganised sector employs lacs of people of all age group. Work starts early morning and lasts for maximum two hours. These two hours witness major activity. Part time work force, printing press vans, marketing or sales person doing surprise check.
Legal Side: This is an open debate in corporate world. Is it legal to put pamphlet in newspaper. Practice seen over the years is Big Brands that are giving sizeable business to the print media on an annual basis use this mode without any fear. Rest have bright chances of getting a legal notice from the publication.