Reliance has emerged as a major private player in the field of mobile services. It has got the license to operate as a WLL (Wireless in Local Loop) player-limited mobility. Its ad is cool-with a good jingle, and a mass as well as a class appeal. Lets see how all four ad effectiveness are taken care of in Reliance Advertisement:
To Inform: The ad informs people that Reliance, a well-established brand name is in the field of telecommunications with same brand equity it possesses in other fields too. It informs the prospect about the rates it is going to offer for different services. It also informs the people about other value added services it will be offering.
To Persuade: It persuades the customers on the basis of low cost than the existing players, and down to earth schemes of purchasing instruments, as well as rentals and bills. The difference between Mobile and WLL was hardly known to people of classes (and similar is the situation even today with most of the people). People believe that when they have a mobile instrument in their hand, they are mobile, as WLL was and is not known to them, and even after purchasing they don’t come to know of it as they don’t have to travel out of the city (in most of the cases). Reliance capitalized on this ignorance and persuaded people of purchase its services by comparing the rates with mobile service providers, and was/is successful to a large extent.
To remind: It keeps on beaming advertisements at regular intervals to remind its prospects to go for its service, and make a quick decision as its going to withdraw that particular scheme. Repeated reminders serve the task of preventing a prospect from going to other customer. Just to give you and example, just look at the following scenario:
In this situation, where you are looking everyone around you with a cell, and you don’t possess one, you feel inferior to that person. At this moment, you come across a Tata Mobile ad (one another WLL operator) on your screen. And immediately following that you come across a reliance ad (same, WLL operator) followed by other mobile operators in your area. First you go for rate comparisons among each provider, and get to see that WLL operators are the cheapest (may be, not knowing the difference of course). After that you make up your mind to go for either reliance to tata. While swapping through channels, you come across reliance ad in 3 different channels, but no tata ad. At this point you make up your mind to inquire more about reliance and only reliance. And may be you go and directly purchase reliance.
Thus in this competitive scenario, its very important to be on the top of ones mind-every time, leaving no space so that the prospect can ignore you.
Reinforcement: It serves the purpose of making the purchaser believe that he has made the perfect choice by choosing your product. (Reliance repeatedly gives advertisements showing the number of customers it has acquired in few days, that gives you the confidence of that many other people by your side…and that you have made a right decision by going with reliance)
Overall looking it’s a great ad with a cool jingle, as well as adhering to all the four norms a good ad should have. Well-done Reliance. Keep it up.