While talking about advertising, one must not forget that the changing behaviour patterns and lifestyles of today are the key to making a brand successful, speakers said yesterday.
The remarks came at a seminar, Redefined Strategy at the Dhaka Advertising Festival, organised by the Advertising Club at Bangabandhu International Conference Centre in Dhaka.
“Advertisers and marketers are under huge pressure these days, as they have to think beyond just the consumers and stakeholders. They have to address ever-changing new behavioural patterns every moment,” said Nehal Ahmed, chief marketing officer of Qubee, a brand of WiMax services.
“One has to make it memorable, engaging and credible whenever contemplating the launch of a campaign for any product. The advertisement has also to be consistent in delivering promises,” he asserted.
“In addition, a successful advertisement should connect the target group too instead of just communicating messages,” Ahmed added.
Speakers underscored that one must listen to the evolving consumer-mindset and strategise communications to suit them.
At another seminar, KV Sridhar, national creative director of Leo Burnett India, stressed that being ingenuous while communicating with consumers might give the advertiser the necessary lift.
Nazim Farhan Choudhury, managing director of Adcomm Limited, and a co-convener of the Advertising Club, said the objective of organising such an event is to create a platform to impart learning and educate the industry people.
A total of 12 companies took part in the daylong festival showcasing different tools and technologies of their trade.
The programme also recognised the best advertisements in different categories through celebrating a gala night at the venue, where Abul Kalam Azad, information and cultural affairs minister, was present as the chief guest.
Shahriar Amin, head of marketing of Philip Morris International Inc, and Shafquat Wasi, senior vice president of Grey Dhaka, also spoke.
