The Hindu Business Line : Print advertising of summer cool products down 25%

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Print advertising of summer cool products down 25%

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Chennai, June 3 The advertising of summer cool product categories in print saw a 25 per cent drop during January-April 2008 compared with that in January-April 2007.

According to a survey of advertising trends in summer cool products in print, air conditioners were the top summer cool product category advertised during the January-April 2008 period. Refrigerators and aerated soft drinks were the second and third most advertised products.

The survey by AdEx India took into consideration a range of product categories such as aerated soft drinks, air conditioners, air coolers, fans, hair oils (cooling), ice cream / frozen desserts, milk beverages, mineral water, non-aerated soft drinks, prickly heat powders, and refrigerators.

Air conditioners accounted for 40 per cent of the advertising of summer cool products.

LG Electronics topped the advertisers chart in print with 15 per cent share of the total, followed by Videocon Industries (8 per cent). Voltas, Mirc Electronics and Whirlpool shared the third position with marginal difference in their ad volumes.

Samsung Bio Sleep and Onida SM 12 SLH Slim AC were the top new summer cool brands advertised in print. Horlicks Womens from the milk beverages category made it to the top 10 list of summer cool brands dominated by air conditioners and refrigerators.

According to the survey, the advertising of summer cool brands was skewed towards the non-metro newspapers during January-April ’08. Non-metro newspapers had 64 per cent of the print ads in the summer cool category followed by the metro papers (23 per cent) and mini-metros (13 per cent).

The use of sales promotional ad campaign for the summer cool brands saw a rise of 16 per cent during January-April ’08 compared with the same period last year.

Among all the sales promotional ad campaigns, ‘Contest Promotion’ had the largest share of 28 per cent followed by ‘multiple promotion’ (19 per cent) and finance schemes (15 per cent) respectively.

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