Monday, September 8, 2008

IS ADVERTISING AN ART OR SCIENCE?


It is quite interesting to talk about advertising because I belong to the same profession.

Advertising is conceived in the society as audio and video advertising. Lot of general people does not get the real meaning of advertising. We could make out in our television programmes and movies that its completely based on fashion and creativity. I still remember a drama in DD – Podhigai, where there will be a guy talks about some illogical thing and the boss appreciates him. I was literally laughing at that.

But that is where we need to think a lot. We have an entire team of creative people from different places across the world. We work a lot in terms of creative works. We get specialists for copy, art and apart from them we get studio people, and a whole lot of creative and artistic team. But is that all about advertising?

When there is an advertisement is made, we think about lot of things. Briefing is considered as an art by itself. It involves lot of study about the industry, market, client behavior, customer psyche and much more.

So is it art or science?

The advertising is all about creativity, but creativity within the boundaries of brief sheet. When an advertisement is made it is not just a creative. It talks about the brand, product, target and the result expected.

An advertisement talks to the targeted audience and it speaks everything it needs to communicate. It is a communication which is made in an interesting way. Professionals say that even if an advertisement is not looking good and getting results then it’s a damn good advertisement. Just like a hut saving us from the weather.

Advertisement is a scientific art which always gives result. But the result is really depending on the way the ad is executed.

Thursday, September 4, 2008

ATTRITION!!! The shaking the organization!!!

Attrition! The word that shakes even the industry giants sometimes.

Why would a person leave an organization? What makes him to think of switching over? Where is the route cause for this issue? Few words on that…

Companies are recruiting people on a regular basis. People are just coming and going into the organizations. No matter whether it is small, medium, large or very large. Everybody is fighting to retain the employees. Is there a shortage of man power in india? I don’t think so, in country like India (We are the greatest achievers in it)! Then why there is a great amount of efforts to reduce attrition rate? Where the trouble begins?

IN THE PERSPECTIVE OF AN EMPLOYEE

If we notice the attrition rates in different industries, the attrition is mostly there in the contemporary or the modern industries like IT, ITES, Advertising, etc. Generally people don’t stay for a long time in these industries. We could have seen ads for the IT companies stating that there are people who are there with them for more than six years in a row (Imagine the employee turn over!). Why is it so?

When a 21 year old youngster comes out of his studies he would like to have an immediate opening. At that time he is not much worried about the salary (Probably a person having more than one option may think about it). But when a person is getting into the industry and looking at people earn more and more, then his antenna starts smelling the new opening with a better package.

Even if some one is well paid, he will sustain with the company only when he could see the development in his cadre. When someone stays with a company, he would definitely get the hike in terms of salary as well as the position. Suppose if there is no development in position or there is no sufficient pace of growth within the organization, then he goes for a new opening which will add a new colour to his career.

Whatever we do, we are doing it to live happily. When an employee gets into a job and grows in his career, he would definitely be proud of being a part of the team. And he would like to share the joy of proud feel with his family and friends. But I am not sure whether that happens with every one. If it is not happening to some one then there is an alarm starts activating in his mind asking a big question.

“What am I doing?”

When he gets it then there is another question that comes into his mind.

“Where is the opening for me?”

Time matters a lot. People are working like anything and logic given is they are paid more. Whatever we earn, we are earning only for enjoying the life. When there is no time given to live, then is there a point to earn?

Then comes the health. You get a very good package and very good position at the work place. And you slog out like anything to complete the tasks and prove yourself. But suddenly you feel that you put on weight like anything.

It happens in almost all the companies in the modern industries. That is the reason lot of the bigger companies are having their own gymnasiums and health centers within the company. The health is very much important for everybody. When there is a chance of getting into a bigger company and get more salary, the health goes off due to work pressure and the bad timings of work as well as food.

The employer is expected to understand the feelings, issues and the hurdles of work. And he is expected to treat the employee as a friend or as a family member.

IN THE PERSPECTIVE OF AN EMPLOYER

When an employee is entering in an organisaiton, he comes with lots of dreams to prove himself and grows. The employer is expecting a lot from each and every new employee. Whether the purpose is getting solved? In fact, it is a very big question.

What is the ultimate expectation for an employer? Nothing else but only adding positive value to the organization. When an employee is adding more value to the organization, no employer will be ready to leave an employee.

When there is a value addition by the employee, the employer will be ready to share the benefits with him in some or the other way. It could be either monetary or non-monetary. But the remuneration is for sure for a deserving candidate.

When an employee is looking for a good hike in his salary the participation in developing the organization should also taken in consideration for the comparison. The hike in perks should be in par with the performance. That is the reason there is something called performance evaluation during the financial year end or half yearly or quarterly. No employer would like to leave an employee since there is a huge investment of time and money on each employee. But at the same time result is expected out of him for the investment. At the end of the day, all these are for money [To be legitimate, profit / ROI].
Do we solve the purpose of the employment? When the purpose of the employment is solved there is no problem for the employee to retain people with him. Even the performance is not upto the expected level, employer is ready to retain the employee as long as there is some contribution from the employee in organizational growth.

Friends!
The career is decided with two parameters in general. One is the cadre and other one is the company that a person is working with. But at the same time, we could see bigger attrition rates at even bigger companies.
Let the employees understand that the employer will be looking for him/her to retain for long time.
Let the employers understand that no employee wants so much of companies in his/her career since that will terribly affect the career growth.
So let us understand each other and go for a glorious future!!!