This document discusses roadblock marketing, which is a media planning strategy where all networks air the same ad at the same time. It aims to eliminate competitors by placing an obstruction before them. The first roadblock in India was in 1994 by a small company launching kitchenware. In 2007, Vodafone spent Rs. 10 crore on a name change announcement across all media breaks. There are two types of roadblocks - vertical, which blocks a single network for a day, and horizontal, which blocks different networks for a period. Examples like Volkswagen blocking newspapers and a SRK film blocking Star channels are provided.

1. SUBJECTIVE ASSIGNMENTFOR
MOOC ON ACADMEIC
WRITING (UGC)
SAGARIKA
COURSE NAME : ACADEMIC WRITING
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2. ACKNOWLEDGEMENT
• DR AJAY SEMALTY

3. ROADBLOCK MARKETING

4. MEANING OF ROADBLOCK
MARKETING
• Roadblock marketing is a media planning strategy where all the networks air
the same ad at the same time .
• “No member of the audience one can get through without seeing the ad”.
• Marketing roadblocks are used to eliminate competitors from the playing
field by placing an obstruction before them.

5. HISTORY OF ROADBLOCK MARKETING
• The first road blocking in India was done in 1994 when a small fire extinguishing co.
decided to use 9 commercials to launch its diversification into keep fresh
kitchenware.
• In 2007 ,the roadblock appeared with a big bang. Vodafone reportedly spent
upward of Rs.10 cr to announce its name change to the world using a range of
short & long commercials exclusively in all breaks.
• Since it’s been used by many marketers to launch their brands like
AIRCEL,VOLKSWAGEN etc.

6. REBRANDING CAMPAIGN –BRAND
TRANSITION
CHANGE IS GOOD HUTCH IS
NOW VODAFONE

7. NEED OF ROADBLOCK MARKETING
• It often used when a new brand (product or service ) is launched or when a brand enters a
new market .
• It creates desired buzz in the market.
• It is an effective way to gain user attention.
• It gives a long term recall to the customer.

8. WAYS OF ROADBLOCK MARKETING
• Broadcasting – In broadcasting advertising co may choose to purchase all or
most of the airtime during a given show or event .This eliminates the
competition from making an appearance during the show that is deemed
most watched by its target audience .
• Internet – In internet advertising advertisers are tasked with mass audiences
online, effective for gaining user attention. An advertising campaign would
run exclusively across all he advertising units on a page

9. CONTINUED
• Print – In print advertising company choose to advertise in newspapers or
magazines. It allows advertisers to own 100% voice for a given period .They
remain present for the entire allotted time without any interruption.
e.g. :- VOLKSWAGEN used the print roadblock technique .The sixteen
editions of TOI featuring only Volkswagen ads .

10. TRYPES OF ROADBLOCK MARKETING
• VERTICAL ROADBLOCK
• HORIZONTAL ROADBLOCK

11. VERTICAL ROADBLOCK
• In vertical roadblock a particular media network (a channel or newspaper ) is
blocked by the marketer for a single day , it can take the form of ‘day
associations’ to work wonders for a brand and its essence.
• Vertical roadblock should be used when you want to maximize frequency of
your advertisements.

12. CONTINUED
• In vertical roadblock a particular media
network (a channel or newspaper ) is
blocked by the marketer for a single
day , it can take the form of ‘day
associations’ to work wonders for a
brand and its essence.
• Vertical roadblock should be used
when you want to maximize frequency
of your advertisements.

13. HORIZONTAL ROADBLOCK
• Horizontal roadblock is a situation when there is a advertising in a certain network
for a certain period of time.
• In horizontal roadblock when different media networks are blocked for single slot
by particular brand.
• Horizontal Is to be used if you want to maximize the out reach of your mass
communication.

14. CONTINUED
• An example of horizontal roadblock advertising is SRK’s film My name is
khan which is the first film to use roadblock advertising for the promotion
of the movie. The film’s three-minute trailer, will be on air on all Star India
channels.

15. REFRENCES AND FURTHER READING
• https://smallbusiness.chron.com/roadblock-technique-marketing-64484.html
• https://www.impactbnd.com/blog/content-marketing-roadblocks
• https://audiencewatch.nielsen.com/data/help/glossary/roadblck/index.htm
• http://yugeshdubey.blogspot.com/2010/11/in-practiceroadblock.html
• Kotler Philip, keller kevil, Marketing Management, 13 th edition, Pearson Publishers,
2009

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