Advertising plays a vital role in business promotion in the present world. The Nepal AOTS Alumni Society, in association with the Kantipur Media Group and Advertising Agents Association of Nepal (AAN), is scheduled to conduct a workshop entitled ‘Brand Van Communication’ at the Himalaya Hotel, Pulchok from February 9-10. Syed Apon Ahsan, director of Expressions Limited, Bangladesh who will be hosting the workshop as a facilitator, has more than a decade’s experience as a mentor in the advertising sector in several countries. Ahsan shared his experiences and views regarding the role of the advertising business with The Kathmandu Post. Excerpts:

What type of programme is ‘Brand Van Communication’?

It is a brand communication workshop that will be seeing people from various business areas like corporate houses and advertising agencies along with a number of students from business schools. Participants will benefit from emerging ideas in the advertising market from across the world, particularly the neighbouring countries. The workshop is expected to allow knowledge sharing in order to provide access to an opportunity to explore the Nepali market. 

How does brand promotion help to expand business?

Brand building is a fast-growing concept around the globe. In Bangladesh too, the total advertising market has been growing at the rate of 12 percent per annum.  Likewise, Nepal is a fertile market to promote corporate businesses through brand building. 

How does corporate businesses benefit from brand building through advertising agencies?

In today’s world, branding plays a vital role in promoting business. Advertising agencies work particularly for brand building. They can offer their expertise in market study to help measure changing consumer tastes and preferences that are helpful for corporate businesses to offer their services accordingly. Collaboration between advertising agencies and corporate houses could produce a perfect blend for the purpose. 

What are the emerging concepts in brand communication?

Currently, brand promotion is going more digital. Advertising agencies are among those that adapt to changing technology faster. Nowadays, below-the-line (BTL) communication has been gaining more popularity than one-way communication means like television and newspapers. BTL communication, that includes use of posters, direct mail marketing, door-to-door marketing and outdoor marketing based on location, is an effective two-way communication which can be carried out at a low cost. However, the effectiveness of any type of advertising depends on the cluster of customers.

A large number of advertising modes are now being based on animation technology, what’s your say?

Digitalized systems have provided access to computer-based animation technology which is being practiced in a number of cases. However, animation is not always effective. Most of the time, people prefer to see a human face instead of artificially created images. 

What are the challenges of brand building in a growing competitive market?

Apart from using modern technology, brand communication should be a way forward to realize the difference between what the consumer wants and what the consumer needs. Advertising agencies cater to consumer wants more than needs in the emerging world. Besides, agencies should be careful to disseminate truth-based information in order to prevent consumers from being misguided by brand communication. This will help to sustain business in the long run.