[ans B.COM. (HONS): SEMESTER - V (CBCS) PAPER: BCH-5.4 DSE GROUP A (C): ADVERTISING Duration:3 hrs. Objective: The objective ofthis courses to familiarize the students with thebesi concepts, tools and techniques of advertising used in marketing Unit: Introduction jon process-basic and elements; Marketing Communication-response meaning, nature and importance of nants and major methods Unit Il: Media Decisions Major media types - their merits and demerits; Advertising through internet and interactive snedia- Issues and considerations; Factors influencing media choice; media selection, media scheduling Unit IT: Message Development Advertising creat advertisement cre ing copy and elements of print Advertising appeals; Advert ics for print advertseme Unit V: Measuring Advertising Effectiveness ‘Arguments for and against measuring effectiveness; Advertsing testing proces; Evaluating ‘communication and sales effects; Pre- and Post-testng techniques Unit V: Organisational Arrangements (a) Advertising Agency: Role, types and selection of advertising agency; Reasons for evaluating advertising agencies. 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Advertising asa Communication Tool Meaning of Communication Process of Communication Marketing Adverts Response Hierarchy Models AIDA Lavidge and Steiner's Hierarchy of Effects Model Some Other Models Questions for Discussion 5. Advertising Objectives Advertising Objectives Chssific Importance of Objectives munication (MARCOM} asa Communication Too! fons for the Marketers, native Response Hierarchies jon of Advertising Objectives Salesas an Advertising Objective Setting Advertising Objectives ‘The Case of Multiple Objectives ‘The DAGMAR Approach Communication Objectives of Advertising Questions for Discussion Case Study - Advertising Objective: Creating Awareness for Philips Airfryer 61-614 Advertising Budget Meaning of Advertising Budget Advertis ‘Top Ad Spenders in india ‘Methods of Setting Adver Competitive Parity Method yg Budget asan Investment ng Budget 1 3 4 7 + Objectiveand Task Method + Advertising Budgeting Process 4+ Factors Inlluencing the Advertising Budget + Questions for Discussion + Media Planning 4 Step I Deciding on Desired Reach, Frequency and impact «+. Step 1 Media Mix (Choosing Among Mejor Media Types) + Step Ii; Selecting Specific Media Vehicles + Step IV: Media Scheduling (Decidi 1 Step V: Deciding on Geographical Media Allocation ‘+ Questions for Discussion ‘Typesof Media # Newspapers Magazines + Journals @ Radio Advert © Tees «Cinema Advertising ion Advertising 4+ Direct Mail Adver = Outdoor Adver ing, ing. chase Advertising, + Point-o + Internet 1+ Yellow Pages + Product Placements + Infomercials + Advertising Media for Rural Consumers Factors affecting Choice of Media ‘= Questions for Discussion n B 7A-73ianpy asnoHs-u] « sopustly Sausnopyjoodd, + Aouafy Suysquonpy ue josuonzung + fousdy Russi uoapy ue jososmyeag ° s € € z 1 Jows8y Buisuospy uejoSurueoyy + ever-rer Aousdly Suysps9apy u worsens 10} SUOHEEN) = a ssouancoyg Gutsnsaapy Suunseoyy ui suaigotg Susmiaapy yosmay ses oy) SunENea + sonbmuipay Bunsoraig + ssouaannayya Suismaapy Suuinseayy jo souevodtuy pue pay + may + ssouaanpayyg Sunsraapy Suunseoyy ‘ € ‘ Sutstuaapy josmaya one>unuui0D Sunenend + z 1 wa-va fhedueg £1 Jryummag pur axeug, eynea ange ead feuonowg 30259 - 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Breaking the Stereotype: Ariel #ShareTheLoad Campaign “4 Recent Issues and Developments in Advertising 16.1- 16.13 + Growing Trend towards Digital Advertising 1 ‘+ Customer Engagement 3 + Native Advertising. 6 + Recent Trends in Celebrity Endorsement 7 + Useof Advergames by Brands 0 + Breaking Age-Old Taboos and Stereotypes " 6 + Questions for Discussion‘0 parsodxa sem asnnpuadxa Buistsanpe seIpul “Z10z UI “(wor prepuers-ssauisng dem 240) “BTOZ PUR StOz HaIsI2g (240: es dq Burpuedso Be alse2a0} eeu Surstzoape spipuy ‘ordoywooesmeiswnan 200s) Aenuure wua2s0d [of Te 08 OY parradso s}jyzea ueppuy ay, eunyD Ag Avo paddos es ur ayrew Bursnsoape Sumnord see pucoes atp 3g 0} pa}afoud st pay $10¢ PEE E10z wOmog “OO} asm e9U ay 205 porsoload st puan aus tp pu a9ed pides ye Burnout asnpur Buistupape weIpU ay, RULSMANT QNISLATAGY NVIGNI THL sed qusoos 24) ui quaoud pides umoys sey Anysnput Bussruoape spuan feos urBueyp aq pur 199i HusOUOD9Jo.Nsare Sy “2>UaIpNE rode) aya qua aye>qunwisod 0} ajqe 2q 0} 49ps0 ur HusHaeape Jo Wi0} otuOs 28n WOK 40 Aatjunjos u249 Jo sanyeuosiad “sayuedwio> “ “espaun pees “spavoq-tiq saurzeieus ‘siodedsmau ‘ompes “Ay, are 3 ecpauu pasn Apuourtuoa atp Jo atuos saBessaur Toso 20 fensta UBnomtp se>ties 20 sionpoud 238 ay Ur fo0n japromod © ep quasaid 9) uy 2b SUISH.AIAPY 0} UOTFINpPO.QUT [ aajdeyADVERTISING INSIGHT 1.1 10 reach @ 69,347 crore in 2018, Reference: |SC8UFI2LIHRXBMSLJAd-spending.n-tndia: paw source=seroll&carn_medim=referral&e MEANING AND DEFINITION OF ADVERTISING te Latin word ‘adverter which means to tu f the readers or the ce or an idea, hich is given by the American {s“any paid form of non-personal sas by an identified sponsor” “The aforesaid det ‘emphasis on the com ads are not save water, them, Thus, even this defi ‘Thus, yet another defini is controlled, identifiable information and persuasion by means of mass comms ignored + According service or product to compellay) “sjuauodwos 2: expaurseopeoug ‘sasd ayp jo Bursisue> expaut up ureisns oys 219 suorIMnNsuT 2nteIDs si0[e721 9B psiampeynueus aape jo dpoq & aaey am Udy] “wmnuue tad saadns jo 521019 1 quis stuaBe Suystyaape axp Jo systouo> Aaysnpu Suysr29pe YO] ¥ ->RpayHouy Jo Kpoq paznewinsis uo a.qpyeae st auniesoyy Busty iaapy sy Ko puo d>uap9s 0 51 SursiLuaapY Jo a>uatsrxa sey 1 se aouatos es Bk snoiaeyaq 10 apnime pasisop aaisensiad 1 52014108 10 spoof ‘se9p! 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KEY PLAYERS IN THE ADVER’ ‘The advertising industry is complex because should be remembered that adver ng of goodwill and brand image 0 should be sustained over a period of organisation in the mar sage will be forgotter Goal-oriented: Advertising is @ gosl-oriented or purposeful achieve something. It may aim at increasing the sale of the product awareness among the -w product or new uses ofa produ, the habits of consumers, increasing usage, improving corporate image ing is directed towards the achievement of one or more goals or objectives and the adver ign is accordingly formulated to enable the achievement of these goa iG INDUSTRY a number of different organisations involved in making decisions and executing advertising plans. The key players in the advertising industry include the ad and the a ence. They all have different perspec jement is produced only when they come together asa team wi The Advertiser: Advertising begins with the advertiser, the person or the ‘organisation that uses advertising to send out a message about its products. The advertiser initiates the advertising effort by identifying a marketing problem that advertising can solve. For instance, the series of advertisements by Pepsi and Coca Cola after the pesticide issue explains how an advertiser struggles to maintain his position in times of crisis and how an agency helps the advert lent) in developing a communication strategy to address a problem. ‘The advertiser makes the final decision about the target audience and the size of the advertising budget. The advertiser also approves the advertising plan, which contains details outlining the message and media strategies. ‘sbusinessas "the account manager": ‘The Advertising Agency: The second player inthe advertising world isthe advertising agency which creates the adv rs hire independent agencies 10 igefforts, This working arrangement and the agency person ond of trust between these two partis. Inoue 1 uses an outside agency because be be ‘more efficient in creating an advertisement or a complete campaign than the advertiser would-be able to create on his own, Successful agencies such as Ogilvy & ‘Mather, Lowe Lintas, McCann Erickson, PCB Ulka and Mudra have strategic and. creative expertise, media knowledge, workforce talent, and the ability to negotiate ing people working for passionate about adv id is the media, The media is composed of the channel ‘message from the advertiser to the audience. The development of mass media has been a central factor development of advertising because mass media offers a way (0 widespread audience. We refer to these media as channels of communication. Each (a particular newspaper, radio station or TV station, ete.) has » responsible for selling ad space or time. Each medium sin comparing the effectiveness of various media as they try to make the best choice of media to use, Some of the media organisations assist the design and production of advertisements. This is particularly true advertiser's use of mass media for space in print media (newspapers and journ and space in interactive media (internet and social media) are spread over the tremendous number of people that these media reach ‘Thus, one of the advantages of mass media is that it can reach a lot of people with a single message in a very cost-efficient form, |. The Vendor (the Suppliers}: The fourth player in the world of advertising is the group of service organisations that assist advertisers, advertising agencies, and the medi creating and placing the ads: the suppliers, or vendors, who provide specialized services. Memb is group include artists, writers, photographers, direc producers, printers, as wellas self-employed freelancers and consultants, among the ippliers mirrors the variety of tasks that it takes to put st, Other examples of vendors include freelance copywriters jotographers, song-writers, printers, market researchers, lemarketers and publ direct-mail produ ‘Now the question is why 1 irea vendor? The advert that area, they may be overloaded, or they may want a fresh perspective. 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By creating! 4 firm to maintain sales and market share. TODAY, DON'T LOOK Mya eases FOR OTHERS WEiT'S A BIG DAY. =FOR US, TODAY IS NO DIFFERENT. Sometimes, ad wars may break out am over more customers. The recent ad wars betwer during the festive seasons, isan example of how 0 takethe shape of ad wars, ‘Advertising helps in creating 2 good image of the ‘A favourable image enables firm to fight competition in isthrough effective ad that names lke Rel “Advertising also helps in correcting the tarnished image of a companylbrand. After the worm controversy, Cadgury got Amitabh Bach assure consumers that the product’s ‘double protection packagi 10 percent tamper proof. | Nestle Maggi, after its lead controversy resorted ‘majorly to social media marketing, when the noodles fea comeback in the market, The the noodles are back was ‘nrough the company’s website and major social network! x, ete. Also, Maggi wos sold via unique ‘Mash sale model’ on e-< the online retailer secking pre-regstrations of buyers tor rand making a comeback. The eCommerce company. howevet, ‘of packets that were available on sale and said "limited leased a TV commercial announcing including Delighted to hand over MAGGI Noodles to consumers fo whom it belongs HblelcomeBackMAGGI ighted tohand over Mel Noodles consume, | towhom it belongs” . 2 <1 OFOOROCOS formation tothe consumers about new products and the are educated about the proper use ‘of the product, the prices at which they are available, vacious promotional offers on the product, ete. Some ads inerease the knowledge of publicin general, or instance, the ads of water purifiers educate the public about the benefits of safe drinking water. convenient for the customers ing. Customers are made aware features. T heir preferred choices much before they actually goto ashop and purchase the product. Effective advertising leads to reduced costs due to large scale production 3. Lower Pric and econ consumers the Salesmen Benefits 1. Supports Salesmen: Advertising provides gre: Po becomes easy forthe salesmen to reach out land convince him to purchase the product. 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[Harmful fr ‘Women are portrayed as indecisive, ch own physical appearance, submissive to men, sexual o Soing the routine household chores. Similarly. min land a myriad of other groups were also stereotyped in a particular way earlier However, lately, the image of women, minorities, elderly people and the disabled is changing and advertisers have become more sensitive fo the way these diverse xoups are portrayed in their ads. refer Chapter 15) (For more information on thi 5. Discontented Society: Advertising affects our value system by suggesting that the ‘means to a happi je in the acquis ‘Advertising leaves society discontented as people with less purchasing power cannot afford to buy goods even though advertisements create a strong urge in them for the same. It is because of these points of criticism that 2 social waste. Despite its drawbacks, advertising is @ necessary marketing activity in the present business environment. It is not a social waste. Itenables a manufacturer to introduce products in the market and sell therm, Advertising helps in educating the people regarding can say that advertising i a useful marketing act the people and the Government keep a watch on the advertisers. People should satisfy cng us ‘CONCLUDING NOTE ‘Advertising is an important mean rarget tobuy mmunicated through and make their b ‘opportanities in the cou produce better alternatives of the existing products by ut and development. the cost. ‘of monopoly in the market, In real sense simply shifts the demand from one bran seeing the advertisements and then get addicted to different harmful pr and tobacco, Advertising may also have adverse effect on our social 1¢ importance of advertising cannot be undermined, a lot of importance in recent years QUESTIONS FOR DISCUSSION | Define adver ig. What are the various features of advert Explain the significance of advertising, What are the variouscr “Money spent on advertising isa waste. Do you agree?vyseoadde poyrun aus e pur auainaffurs sey 1 eypous ruaragip ysinosyy pokoauos sy uftedure> 2ep yBnowy ‘seat oy sypuots pue sym say © Os} Ise] Mow suBTEde> SusnsoNPY (a1eys roysew 10 ssauazeme se ypns) aanzolgo sypads e Butrgype ve powre axe -¢ pue “(aouarpne para de ye parvanp are z ‘sonpoud s0 spweig 9} 0 20 pue aui2qp uourtue> e uo sn20} *T twonejndod ayy jo yuausdas sy egy (aut eIpacu pe19498 ros pe payu Jo sou2s payeutpsoo» oy sijer uBkedare> Su swuou yaape we “smu, mu Sonpyrew pej 01 np pay oY are warp yo Aueut Inq potiad fentesqns e 10) pasn SuIIq JO {Xp tala podopaap Afensn ase souoep ufledures ayy, “sontanze jevorioutosd aq uy payeorunuruie> aq um emp aBessow jenua> ay) st iow uBedture> ayy, pes. aq is ret suoneotunuriue> Bumayzeus jo stiio} satRo pure stiauiasTe4pe [enptalput a4 50} 9401 9K 8198 aise auiotp uordurey> e SutuaLD.9p s| uBfeduse> Buytuaape we Bupyew jo wed pea ay jaxpe we {b00Z) YPPE PUR ‘98005 "yP[ag 01 Surpros2y sovdoesis feuonoword pue aysodioa sussm94pe 2tp IpY 109 aq asnu uBtedure> ayy, 08 2y}ads & ysidivo..e oF wesfoud Bursruaape pareuip100> out awatn 8 Furaz9;suEN Ut paxjoaut s48E a4 Ie Jo ssISUOD UBledtuR> HussRADApE BY NOIVAWD ONISLINTAGY NV JO ONINVAW UOKNd9]9S aauaIpny pue usieduie7 suIsy.WApY TaadeyyADVERTISING INSIGHT 2.1 on advertising dia, hasa Deepika) if she brother would Pepsi launched the Pepsi campaign where You quotient Solve tricky situations presented (0 ‘Contest gave four coolest Youngistannis, a chance to appear on the Pepsi ‘My Cant And everyday Foungater got the chance to become the ing himher 1 a (On-Ground Promotions on-ground promotions, Pepsi had come fered Peps lovers chance to win prizeson the the peo tunder the et eps bottles ih as X-Box G hones, sunglasses special tion "Yourgstaan’ CDs, Baal Avenge bikes funky tuo” campatgn aimed a 2, hup:stwwwexchangedmedia.com/adverti E2099 alive with-360-degree-campslga, Planningadver of the campaJo wonnooxe ayy uo uorstazadns 1adosg uShodung Supsqoapy ayp fo Sno} no [242] (euoneu 40 yeuoras ay ve sayeaoy1 pue ray 2eUr 191 2g) u 2peae ews © Uo Sunst2ape dq uBiedure> ax 2anposiut 01 ajgissod os $13] >) expaus ut aveds pur aun Burjoog (9) ign y expaus qum stuawafivensy (q) “kon 8 rape Jo uonnaaxa ayp st days yxou ou ape jo uonesedasg (e) -sopnpout sry sorived emoe us ved Buns ‘uBteduse> Sutsnsoape jo Suueyd op soy us paras owosnoape yea jo Aouanbayy pue aun apnjpur jm 2qnpay>s eipayy “espatit \or9 Jo wonszsut pue erpour ype2 soy amnpayps w axedoad o7 uonernstos wt Asuaie Suistoape ay Suympayrs opp apedwr sour [as -afossour aup sope sousoysn> rey ap jt ‘zy — ped] MIpaY (2) jafessou Suysmuanpe 2p oy pasodo aq soworsn> wBhe3 ayn satin Aun mow ~ Kouonboxg (4) sBuisnioape 24101 pasodia ag qm siowoysao a98se) ayy Jo Uonsodord eye ~ y>eDu (©) pnt eipau ys ayy Ss004> us sio}ogy 494 99], saaeUIOp epoUN 9p JO 2I0U 10 2u0 25m Keusufiedures Y 13 “expaut aayexsiuy soto pu UIT BUSTDAPe soopino “uoisaape ‘orpes ‘souteeBew “sigedsiou apn(2u! 2s2q J, "wo3s as00y> ‘01 expo Buispiaape jo pina e are axauy, ‘pas 29 0} ate sou aTIAMS FIG ppue “uoBone> yoy e;pau jo ada yeyM apbop 01 ancy suastzaapy fessaw ap Buneoyumasuso> 305 pasn 9q 0 eipau a4 2p129p 0 Ases5290 yp a) Jo woRIMaaxa jYSsaaINs SIF 30} AaPSsA99 14 pue spxom onur jeadde own Surussoysuen oBessou ogy Bundaooe pauisap 2 2 ayy 198 as souatpne au 22u: setie) op Jo wor sn aBessow ou st ousayas 0 jwduny Sussrospy fo wormoory uys0108) 8 jen s08se) uy pue Ajefos Ang oy ssoworsn> 9816) Bure pur sendod ae pueng ay SURE ® ‘6yeko} sisunsuo> Surdopaog + srowiosn Supsemy & Buy song s9peap anozdury rpaposd ap jo 360 stp Sumpuedxy + suosiod uoddng a>iaias 10 1onposd sou e Suppmponiuy apnpur saanvalqo reardé auros -Aoenss Sunoxsow jesouo suuay ayy Aq powersip axe soansolqo agpads -ssonoud Suraeyd mn sannaa(qo ay, sferap saqno Surzyeuy ax0jaq papiep aq on paow ufredures Surstzanpe jo soatza(go au, “sum jo pound paytoods ‘e Buunp anuarpne yum ayoads e qua paravype aq 0 4861 uone>quMMMOD agraads est aanpalqo Surstuanpe wy suBmnduer Suistscepy fo soatsolgo ays Sunerasoracr “— say? su ut sare perep ut paureydxo seq seq se,“ orydesBoypAsd yporydestoad ‘o1ydesoup axe siayrew 198301 auras oF pasn e190119 ‘uouuuo> ay. pare2oy daqp axe asaya pur sraing renuarod ain are ays no 30M 1 rmens0d ‘ynsas Buistuoad a8 0 Suruueyd soy punox8ypeq e sazedand Apmis wr agp Aq pane) siaygord Sunayreur ue sisdeue yayseur axa ‘srowunsuo> axa “ionpoxd aq on aouearazea yum Kurediuo> 219 yo uonusod Sunoyreur ywasoad ayp storaa2 01 poBueare st Aouade Burstu9ape pure Auedwo> 21p 3089 fof e-ase> styp uy uBtedures Sussnzaape Jo uuonnoaxe ape ve wiodde dew uBredwe> Bunsnsaape sop Sunzyany shundwoy fo wan “1 (4909 su Jo suaideyp snouea agp ut qiSuay ve passnastp aq prnom sdays asau)“uByeduues Sussruaape Burmoqoy ap e9u8 uy usreduse> ssoo0id ¥e26 the whole campaign. By co ness of advertising campaign ‘The evaluation of an advertising campaign should focus om two Key areas: (a) The Communication Effects ~ fs the intended message being communicated effectively and to the intended audience? (b) The Sales Effects ~ Has ‘This area re advertising campaign but a lot of other image, pri bution channels, comps AUDIENCE SELECTION - DEFINING TARGET MARKETS ‘campaign generated the population of 1p of people or certain segments of the market. ‘cream tries to sell it basi For instance, a compar the teenage group and is the teenage group which isa for a product can be defined as marketer wants to sel people who have the need for the produ ‘Asalready said, the target market for a products the group of people or market segment(s) to which the market a product. In general, marketers segment their markets, using five approaches, which have been discussed 12 on the basis of Demographics 12 on the basis of Geographics non the basis of Behavioural Character non the basis of Benefits Sought sn of approaches is the best will 1. Demographic segment ies such as age, gender, eth household size. Thus, a company maki basis of gender and then target the female segment. rns of work and leisure, theit interests and opinions, and relate their their views of themselves. Thus, a girl who is young and independent mi in the Scooty Pep ad. divides people into groups based on product category he marketer of a product category like insurance mi he might 4. Behavioural segment and brand usage. Thu feel that there lees people buying insurance policies. Through adverts ‘want to convince people that they need an insurance policy. 5, Benefit segmentation is based on consumers’ needs or problems. The idea is that people buy products for different benefits they hope to derive from them. For , car buyers might be grouped based on whether they are motivated by concerns for safety, mileage, durability or deper , performance, luxury or enhancement of self image. Thus, ads of Maruti Alto car might talk about better leage while ads of Mercedes Benz might talk about performance and luxury, strategy, media mix, medi vehi advertising strategies ofthe company manufacturing the pimple control cream are directed towards the teenage group. Here, the message appeal used may use a subtle fear appeal {advertising appeal) that girls who have pimples are alittle conscious and use of the rol cream will make them look beautiful and more confident. Also, as far as > is concerned, the advertiser might choose to advertise on ion channels that are most viewed by the youngsters (media The advertiser may also choose o advertise ‘Thus, we see that definition ofa target market in making decisions about the message and media, and of course, keeping in mind the advertising budget in hand. The sole of target market in advertising message and media decisions has been discussed below, lowing message decisions of the1295 rnyeya Jo aun ayy Dy pus s0ysH0s 3) gh ypeas oy An wyBiu spau Buistuanpe ay se oxpes pur s ay) YUM “ompes pue saunzeSews ‘uorsraajer Sursn aydoad asoyy yreat 01 sapioap Auedisos ayy ‘purus jo 1uaq snofijas e aaey oy aidoad Jo dnosS vera se rryzeU noegmuar Kueduso> w ‘aaustt 104 ‘SaPIAA jon Ut JoxpoUrv yps19y St PLE 10128 ANGEL uasoyp seas s2sn0s aBessaW! Si, dod v sasn ose pe ay i Aada eur wit 01 ss0120 ind 39 pmoys aBessaus ay, -ompes pur ep parewuwue“s1oq}0Ws pue Spry {appt Uo spe Butar# Aq ino pay>ear ag Aeus ajdoad asaqy “peasuy asues yoaus 4yo sasuduio> yoyseus 198261 ay 2194p ‘Son0uD §BBoyH ay] DNpord e Jo 2se9 Up aru Ou yf saurzodeur puv ssadndsuau Bussooyp ‘reso 23@ 2]dood few ou Duaqo pu (194reur 198702) >|TeUE EAN ay 40} Heads SE PHY aNpoxd e-a>weIsU og ‘onposd sty Sursnsanpe 303 expaur 10 wpaus Hustuaape seyaonsed e sas004> osaape ayn Yoapox st 40) eu expos axp Bugneusa}9p uy suBUIOYsAD Jo dno. 22ie ayy oF pamtusuess | oUsTaApE Yarym YBnOIy) 29 “Uo pet ‘ouatpne ayy 0} aessou ayy ss0u98 ynd ‘ssadedsaou ay onorununtuo> yo fouueyD es umpau BulsMzoNpe LY SAY DEA © ay pasa 29 ue9 vey 400p yon Yonpy 0p HOS 29 SPH Jo 909 ‘yfno> ayy moge Teatuypar asn youve> Adoo Bursnanpe ayy (wayeUs soLUnNsUOD atp st Are 97) aq{qnd perous8 ayy or Pyos aq on paure st y>ryaLI9}gEI YBNO> SLA pour e-TBAAMO uoTSapoxd fesrpaut ayy UF Pas SUI FERS Ie TR JO pau axp ut uaAi8 pe sian so Ado> Sunsmuanpe ayy Aunusa.ey uoneynost> pool» sey yorys jeusnof v “Teusno! reoxpaue spuaypne 1s ‘201n03 aessou 94p Jo 22104 ‘2p a>uanyur ose sousauos Aeur ionpoad e soy 20u se) yy :2asnOg essay "asm saape 2p 30 SuoIsPap eIpats Sumo} uanyut ronposd » 10) jryzeur yam a4, suorspaq erpayy Sursturaapy ur ase W, 198364, J0 2]0H yew nok 10m Burkes eadde reuorotua asn Kew sasnsa4pe ay suatpious fe Jo sostidusoo jo zeus 198281 oy toy oodureys Agog e 40 0 Aqeq e ay] npoad & 40} “>jdurexo saxour a) of -s9yeura) jryrineag Aq pasey> Buraq st wueLopoap Jo puesq roy uew e reyr moys dew pe ay axaym jeadde Surstuanpe ayp se pasn 2g sayreus yiize; a4) aloys vesopoap UPL JO} UaWAsTUAApE uoape oy Aq pasn jeadde Jun Busriaapy A210 ADVERTISING AND OTHER ELEMENTS OF PROMOTION MIX sales promotion and pul of promotion. ‘Advertising and Personal ive buyer and the seller or his representative. sated to each other. Personal Selling is led Salesmanship in print. aware ofthe prodi ‘which the potential buyer does not know, he may Moreover, the potential buyer might feel why present brand all ofa sudden. Advertising gives exposure o buyers. it explains to them the uses and advantages of the pr reducing the resistance ofthe consumers and makes the job of the salesman easier. ‘On the other hand, salesmanship pi consumers aware about different products and brands. But a stage of indecisiveness. The salesman explains to the consumer how a product the given product. He may e give demonstration of the sam the customer. being closely related to each other, there a i pesca sling. These diferences a ‘Table 2.1: Differences between Advertising and Personal Selling Be. ‘Adverting Penson Sling | Adserising isan impersonal form of | o 2. | Advertising involves transmission of messages Le. same message all the customers in a. market | is sent | segment f people can be and cost internet ete bringing about sles, sonal veling,thereisoaly one channel Advertising and Sales Promotion ts ofall promot that help to increase sales imulate consumer pure lays, shows and exh ing efforts notin the ordinary routine’ diferent51 29 fla Suisnsaape aanoaye soy Avs ue> ae sny. Butuonsod pue Aatpenb ranposd “urSeyped Buroyid se yons niu Sunayseus ay yo suzausap so4n0 Uo pusdap ose ea s5929N8 spueig ayy 11 uo quods st Aouow yanw moy pus st Surstuaape aqi poo wou xayyeIH ur sey 12Bs0y 10% ape aye1 01 puoye rowue> way ayp req lay ue yan Buyaey, sompoud spur 4urdunoy ayy ynoge wossoidun d pur ojqesnongy ni 01 papusiut st Busns2apy ssoding aieeued dew aie ay) ‘vont. ada suatuos aap fou seq tity pous92u02 24 onsen ¢ osueds gnd ur ing “essow ay jrox9 sosuods a4! Buistsaape Up dua “pogniuspr opt ue Aq auop si SuIsMDApY “Z jou st sosuods ayy aygnd ut ang rosuods poy 4 pred ou 5 Aqaygnd seasaym rosuod shem Surmoyjoj ay eiovowwo> Jo 51 pur erpaw ax 49 AyuerUn|oA poreayunuut0> Sssouyeng 10 9914198 “ionpoid sosuods aun kq 30) ped 1 er 'ss9ad aun Aq potsse> o>14s96 10 jrountuos jo unzoy Aue 5} Hq Axpugnd pur Bursmz2apy_ rpapoid op spzeaor sonpotd expod sisuome “a pu ducbape pute poe pent sored 9 Sonor cou pom pane Sausnoipaeaniog | venday's : oo “espa wo muodos dues on | sodndsmo pe ons 9 como aut 2 Toned ppuunp ue Aq epr pond eo voneauestd | yo wo) pied duy Suweay [woromona ses SopnsPY wonsunsaye reed wonoworg sofes pur BuIsHsPApY U99IOq S9>UDIOHIC TZ MARL, TT a1qhL, Ht pest] 2" UONOWOA sa|Bs puE BursNJoApe UaddKIOg s99UDIa}IP 2 Buwanaos pu a Baseionpyhhas been arranged and how CONCLUDING NOTE An advertising campaign coasiss ofall the tsks involved in transforming. theme intoa 1c goal. The critical pat of making Defining target markets isa very important step in planning of an advertising campaign 1 for a product influences the message and medi ons of the include decisions regarding advertising appeal, advertising copy, ‘and media vehicles. ‘Advertising as one ofthe elements of the promotion mix affects decisions in all the areas rice or place. It also alfects decisions taken in other areas of the promotion mix, that is, personal selling, sales promotion and pul lance the promotion mix consisting of advertising, personal ‘There should be co-ordination between all the element ‘marketing mix and promotion mix. QUESTIONS FOR DISCUSSION 1. What do you mean by an adve designing an advertising campaign? 2. Explain how audience selection a Distinguish between advertising and personal se Jing campaign? What ate the various steps involved in the message and media decisions in ad ypaign and Audie CASE STUDY: MAKE MY TRIP'S “BEFIKAR BOOK KAR™ ADVERTISING CAMPAIGN Name ofthe Company: make trip Pl tk enna -MakeMy/Trip Ine. is an Indian online tavel company, founded Headquartered in Gurgaon, Haryana, the company | onal holiday packages [Name of the Advertsing Campaign: Refikar Book Kar country’s leading travel company, MakeMyTrip (MMT). iy its biggest and also the jd ambassadors Ranveer 1s well ae other touch “The Strategy: To mect the challenge, smoetstar-studded brand campaign Singh and Alia Bhatt across theee television commercials (TV points. [Advertising Agence Publicis Workbeide ‘Target Audience: The company undertook an in-depth const ‘ofthe campaign, studying the online vs. offine ct nd the bar ig towns and a UL onpapag annoy gus aad Aqgeuoseas puna sop snatdap duane) ALLL aumarip diy yoyo’ a rsuowdeses ay, 31 wunoDsyp ayy ut azua.yep aye s oquoy son mau ayp oF tin0>sip quo>tad OF © sant ApooHp sUoNd>2er 244, sIoUD sayiouy sy ssid 01 sou pue 24 (9 bu seis spanuey “das 4 ye poysnes ion unoDsip 120104 9 ysenssad Yara UO) UNO>sIp tury sseop istuondssas ayn yo >poe1ey> yp Sh eM SHY ayy oy a UE-BuR;DDuD 2] tunessip 40) 988 oye ItINO} € J afor ayy SKeyd YBUNE EAU! “DA, puodes2yR UT soy Sup zewsino 4299 -suoyd ap 105 aSuaeyoxs wt 389 04 AoussAND sty SpuEwUap AppPa4> 9H soy Joy REE 20} 5049 09 30} iso 109884 Bun uO, pro w A>v0W 39} 4se usm FeV KqzESU S104 20) DAUD Buag 2:01pow ¢ yo ajo ayn Kel yBUIS >HI. HY ADL ‘ope 249 on asad A EL AWSyeHY 9:4 BYP SESH pu URD 24 SuUad apBuss eau wl weur ourwo> aq} "wea! vow o> eJo3q 219 1442p =) A 2912 uss avoauey, dy paseyd snrve2my 148A) WORMOK ESO,28 Advertising ‘Advertising Appeal Used: Humour Appeal Results of the Campaign: ‘+ Thecompany had a6 percent market share in standalone indi hotel bookings madeon mobile devices +The eBefikarBookKar camp 3.28 2016, “+The campaign also won alo of marketing and ad ses ConcludingNote 1s 730 nd-marketinga .com/phoentx ht \makemtrip-launches- new: spent sestorsamakernyt /mediainfoline com bbudget_room hums V-_6e6N7EDL 1+ bps /wwrwafags.com/newsstory/47488_| anveer Singh 5446992048103 1type=38xheanpuid K4v8a1e uaty 3569 9pisKs}uniog® yi eipous sia9ps‘smyy KuedwwoD ax, eust os ad ruouiesutanpe ays yy Aidwi U Soop pueiayseU 19828) euone # soy Kueduso> v yey) 199) ay) 01 S1aja1 Hulstuo4pe [oUONEN .9q Aru Burstura4py ONISLLYAAGY JO NOLLYOIISSV19 ‘sauofoie> w21ayp safes] ase919u1 01 oy UL azHIN UD ssaUENGW BUISPADAPE ‘ow payyssep ag ue & |, po92ons rouued ssautsng © Bussniaape paar pur aand9j1o yo sedAt Auer axe ou pyoanyea-zeng oy) pod Bunstxa ayy ut @BuEYD # 24 Jo sayes our Surseasour sare yoryss Jo atuos Bulsiuaspe 40) suoreas [es9HaS 4B 2124, \q Autst2npe sotp se sonuoso Jo yunowe ajqesapisuod vole saIuedao> aap 39194 pur plzom ayesods0> ay yo usta. >eape 01 0 potsses s9914396 pu SuIsHAaApy Jo sod eaaydeyD¢ 1s may like to restr level. Some firms first localize their marketing efforts and once success has been achieved, they spread out to wider hot and subsequently entered th Jing, Theareato be covered would wn and media would be selected which princi ore of Big Bazaar in Gurgoon (Haryana) may give ‘ulation in Dethi and NCR. Sometimes large firms may sing, eg. when they undertake pre-testing of product jucts in selected areas before embarking promotional especially consumer nal lev tc. advertise global media categories across Coca-Cola Company rol slobal integrated open happiness Following the campaign in India. The sub- nent was among the first few fategic markets for the campaign. 2009 saw Coca-Col’s long-time brand endorser, Aamir Khan ‘Opening’ happiness for the brand in India. Aamir swno hasbeen endorsing Coke for over a decade, was seenasa messenger of optimist tn the campaign, where a bottle of Coke brought people together in ther joy. Taking joined his uncle, Aamir [After creating stories under the ‘Open Happiness’ brand positioning, Coca-Cola launched the “Taste the Feeling’ carnpaign in 2016 as its first global campaign is seven years. The brand has united Coca-Cola, Diet Coke, and Coca-Cola Zero tunder the iconic Coca-Cola brand positioning in one global creative campaign. if brought to life the idea that drinking a Coca-Co is a simple pleasure that makes everyday moments more spec Coke's award-winning “Open Happiness’ campaign leaned heavily on ars, "Taste the Feeling’ which featured ject both the functional and emotional aspects of set, in 2018, Coca-cola launched ‘Share a Coke’ campaign in Ind 1 campaiga, ‘Types of Advertising 33 ADVERTISING INSIGHT 3.1 raw upon the si Indians. Aspart of target audience of 18-29 year olds to identity whatIh a pulNigNS-aSAaN SH. 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Such and practical to ironic. Some type of advertising is 10 promote a social cause. social advertising as such adv ind is considered to be “Today, Public Service Advertising has become very popular and ise ne ef the mosteffetive means to create social avarenes and bring about change Serer Gasseneias 7 shift in the mindset of people, Recent time has seen a chan; shave started advertising with a social message. Whether its ‘campaign (refer Advertising { ‘Shahrukh Kha i Shuruaat’ with Tata Tea's ‘Jaago Re’ Campaign In 2012, Bollywood actor Shahrukh Khan made s'Chot Shuruaat towards achieving women’s ta Tea ago Re’ campaign (acampaign which started in 2007 and has intention fs to make every Indian aware of some inevitable respons the credits ofhis movie. SRK’s movie ‘Chennai Express that released after this campaign saw Deepika Padukone’ name appeat in the credits before Shahrukh Kans name. Good to see thatthe acto sill maintains the promise with his latest movie ‘Jab Harry Met Seal’ also featuring Anushka Sharmas name in the cr fre made to deceive people. Some ads make promises which ae kept pa ‘Thus the ‘Choti Shuruaat’ campaign under the Jaago Re’ campaign the swith WWF-Indli tobe whole idea of ‘Jaago Re’ campaign which positions Tata Tea as a brand of tea that aot only ‘wakes you up but ao awakens the consciousness tn you towards dvindling aumbersof to bring forward the seriousness of losing tigers from ou planet ‘Cricket Player and Aircefs brand ambassador Mahendra Singh Dhont footballer Bhaichung Bhutia and south Indian ‘Apart from TV and Amitabh Bachchan seate buz? across all ‘There area few benefits that vice advertising gives to the brand which cannot be overlooked. Firstly, such campaigns help the brand come across as socially responsible NGOs working een! and mature. It helps them prove that they are beyond just selling their products to the consumers. Secondly, the brand creates a lasting impression on the mind of the consumer and isin the consumers mind forall the right reasons which isa definite plus.J0 Buisnanpe 2x pouureg pul jo wourui9N05 axp ‘sionposd Jo sisayo yrjuuzey ayn Buzapisu0y ooseur $puerg 249 jo anpe ayy jo ued e sy Sumos8 ose f pur Anopuowinn paseazou aed woapy ayvSouans ‘asnous ‘srepuaye> ‘sapeip “sBnur ‘suad “sitys- se Yons asipueysiow snouts uo ‘Suysnnape yo uo, efoads ayy 0} i9yo4 Furstoape Ayjenads sFussysoapy Apqpopseds “AL, wo wars porowoud axe sonsst-vopy “sourzefeur nuops9 wos 03 pue padsaypous utd 2yp Aqureu ape [e!UEUY 10} pasn eYpou 2g. "299 anpoad 949 Jo aqyoud 'suami2s 30 aauord e“ue8oys 4q ss90ur 0} poreanour aya mp auynos asap wos uedy ‘Saupe 31 pue Avedito> aqp yo ourew ‘ssa4ppe pur suew g2eyoword ‘ssaippe pue aureu st ayy Jo arep Susop> ooind syuousoBeuets > anss} ap 30 seep 2el0id 241 40 siydqyBiy son pe roueuy 50 Ado> 4, uryurg ong —as0 0 “oye soqueduo> fer ‘wow ‘saqueduios aoueans pars op BygeS YO FLO? Buu 1g aun se ankedlea EU jafey ye parte pry “af 19} 9108 0) x2.08 a4 aaniUa 01 Su Lr sea Fog [POPY 109 NY gy, WER ‘eur Sursnuzape won: ‘squmaws “seq foiBojoapt stow sarededoud 40 aqepipues Jo Aased ayp Jo stuawsanatyse ox ‘si .04phe Buistuanpe uons9fq ‘suonD9p9 jo au ‘yy ye Buyspuaape yons ss012e 2tu09 24 Apso} ‘oqepipus 1 Sussmoape 1251 SNISLAIAAY AO S4dA.L SUTHLOAdvertsing ind the target market of alled surrogate advertising. Jogo, which we hat know cassettes and CDs, mineral water etc. Later it was found that the basic surrogate advertisements was to promote their liquor products like vodka ete. Their brand extensions were just an act of bypassing the hey can stil remind «is followed by companies making tobacco products like cigarettes, pan masala ete. Some examples of surrogate advertisements in this category are Red and White Bravery Awards, Wills Lifestyle, Manikchand Filmfare Awards, Vimal clachi ete. Moreover, these brands have started signing top brand ambassadors to achieve top-of-the-mind recall ‘Seagram’s Music CDs ind him of the alcohol brand ir ‘Types of Advertising Bus. You can see here an ice. The comparison is made with a view towards either by suggesting thatthe advertiser's prod by laboratory or other tests). ‘Trade rivalries have been an old phenomenon in the advertising world and the customers have witnessed innumerable product wars on their television sets. India witnessed the Pepsi-Coke war in nineties which was followed by Complan-Horlicks tug of war and the Rin-Tide war. ADVERTISING INSIGHT 3.4 ‘Comparative Advertising - Rin vs Tide Comparative Ad 12010, Rin launched a commercial comparing Rin and Tide Naturals Atthat time there was already a proxy war going on between the two rival brands. Sct ase eter ee tee eae ede naar Pree oe stopped and dropped off two children. ‘The child of the woman carrying Tide was wearing 2 cameout wearing spotless white shit, who ran tow. packet), “Making the advertisement more aggressive, the boy asked his mother,"Why isaunty startled?” lull shirt, while behind him a boy mother (the one carrying the Rinpuerg 249 0} aBewep uxio1-Buo] asne> pur a1yyeq WED SusstDape poys “yanoayjout pasn jt v2namoyy ]e221 Jo 29182p Bly v axey spe y>ns snip pu J9pE>1 osara 241 Jo uohuane ayy asvaxsur Aqjuesyrusls ue pe Ue UL yuazuo> BuPyr04S fey> 01 Sunewop pue Apaau ayy Burdjaq ay sesme> (e205 Joyo puE id pure suon2e sno1a8uep pur [myuuTey “25u2I01A >psoWOP ‘sasrasip [njtusey inoge ssauazeme 212212 01 pasn uaag sey Bursti2Ape yous Pe moa, eevBury) su SOA 24 2TH tuonuaue sno 18 uappns ye swuowasnsaape Kuepy“seaptfeuosiad pur sanjea «4 dq aouatpne sy spuayo pue sopzes Aaresaqan 14) Haape 3p0ys Suistuoapy OHS “9 “pe ayn mespusin 03 Pay Sem -TAH SOL 4 une sp yo uoddns uy 1A Aq pontwgas suseplye au UH Stayop 19: pu seamen 2p, pamo4p pe sen st9:24m 9pH, Jo 240d pea Baumojfos 242 Uo paves sem we pur yin 01st ox pag 278 spoo8 s, owiterednp jo arr e919 € 01 stunowefepsourtuOD =e py aanpoud ssomadwon ogy 01 afewsep wincurxew op couse 0s pouied ay Smanp aoystafe uo pe axp poe fjsno yo skep ap seo aye pynom soxsep §12N0> [TAH -puryeon Sty ® on ap vn0> aqp uy YeoUg aH J aBEIUEApE aM Yoo THAULSHINPE A SusepyAdvertising teaser advertisement is an advertisement that aims to make people interested in a new prod 0 be provided later. A te ye product asits pu and generate excitement among consumers by arousing ‘+ Teaser advertising may be used by a company product in the market. Through teaser adv ‘on how consumers are responding tothe product market and make changes inthe product or the marketing ‘curious about i re OU tO A LITTLE LONGER. “+ Brands that already exist in the market may also use teaser advertising if they rough managerial changes, rebranding or decided to target a ‘+ Teaser campaigns help the brand to be perceived as being more innovative, and original, Through inter-related advertising content, the brand has the chance to reveal the consumer small parts of the final message at its own ppace. Often the messages that the audience are receiving are so imaginative, that they create interest but don't get figured out easily. An example of thisis the teaser campaign of the Bollywood movie ‘Zero’ starring Shahrukh Khan that would be released in December, 2018. A teaser ad of the movie was released at the beginning of the year 2018 where Shahrukh Khan was shown dancing in his dwarf avatar. Later in Tune, 2018, on the occasion of Bid, again a teaser ad ‘was rolled out starring Salman Khanand the dwarf Shahrukh Khan. Such teaser +y want to the audience, without revealing the story of have been found to have s high impact on consumers as, they enhance customer engagement and involvement, Teaser ads also help in ‘Types of Advertising a9 drawing attention by breaki ‘teaser of build up is more inte response may hence, not be achieved. ec ‘As can be seen from the aforesaid discussion, advertising can be classified into va categories and can be of various types. The type of advertising chosen by the com) should be such and should be executed in such a manner that would ensure thi advertising objectives set for the campaign are achieved. QUESTIONS FOR DISCUSSION 1 Discuss the various waysin which advertising canbe clasified. 2 Diingshbetcen primary demand vein nd second end vers. ng ‘examples of each, 3. Write a short note on cooperative advertising 4 What do you mean by public service advertising? 5. Giveexamples of hove companies inthe recent past have used socal messaging in advertising 6, Distinguish between divet action advertising and indirect action advertising. 7, Write short notes on 2) Shock Advertsing (6) Teaser Advertising (cBCS, 2017) Ay the typeof advertising inthe following cases and give reasons. (CBS, 20 (@) An advertisement by Marks and Spencer as “Stay smart and wrinkle free even brsiest of days? Dis “Men will be Mes erent by Mar ind other cars (@) An advertisement by Gujarat Tourism “Khushboo Gujarat Ki" Udyog L2d. Showing a comparative analysis of Wagon R, pr engine, interiors and legroomusa usog soy ueupipeg YgruMy 2opeesequiE pu 24, a. yo092>e4 wos) Suuer susope| ‘ouioid oy expatu e908 Bursn ua9g sey ‘StOZ Pw FOZ HHOq Us PREAY SHINN ‘uosex20 249 uo Buspurdop a>eid v 10 isaq a40y soft 71 weIp a10Ur <0 ie wy qdoad swnanoy ie9q-s0uaypoeg jo prey jo Aao¥oe> oxp ut ijeduse> 94], 2125mM—y AS NNO ATI SIBUED fe 29g ospeaxey ang sjuiuey> 9, py 02 ‘1 2185 34 Jo suoneuHsep stn 79 ou postye3}usaq sey UeYYPEG YgEHULY JOpesseqUIE PUEIG 24 219 mourord 0 uotst42p fo 25m 9 a9 pew sey wstino} vesUIng + 0134p 18009 1 mp Jo sada py sean pus sp oxi Go yataud | Suupueag au, 278 sjowoad Pasay uaz UO pEse>2} ou ase Sumy pe asa PUE PHOM 24) 7240 ean ep 19 vysspupuad anbrun 19 bed snow moge sou pu spuatad Pest Asidig suosioap Aepoy 2x81 01 S001 Aa senna, plsuo> pu Ksere) o> dyissod wana spy fo sobay uepypeg uueey porn GED 0 -Gus3y Sus29py ‘sin uoeaoos pus asmenpe pel ‘uy uisano} sound 0 asunoy, ‘ypu usstenoy veselng) pa “uiedure coqusniy, 29 fog, aeia) pam uBjedum Hunaxzew oan23y9 Ue 3H 8002 08 9007 nage dood Sunso3u wud ayy yBrong ave ver younsedop 24 sige ajoword 01 paren, oye ‘sus aBensay wergpues pur ueddesey 222 Ji yp UF 35 222440 0d yt J uur 299) 34 HOH 429 wo ‘NISLLNAAGY FOVTA - KGNIS BSVO eet Susupy oreAdvertising be seen late tourism department has also been trying to attract sited Cannes fortwo consecutive years with the mission jon among foreign filmmakers, Further t0 ‘Memorandum of Understanding (MOU) Other Mediums of Promotion: Th foreign and domestic fi hae come up with a more usr friendly website with the option of translating the contents of bole site into seven foreign languages namely English, Chinese, Dutch, French, Portuguese, Spanish and Japanese. Some ofthe Advertisements under*Khushboo Gujarat Ki' Campaign Somnath: The a film made forthe ‘Sonanath’ Temple starts with Amitabh Bachchan talking ig first of them. Then the actor talks ‘ciated withthe place. The ideo doesnot give much {to show the architectural beauty of the about the foreign stacks and the f Importance to the idols and worshi place and famous beach thus ty cchitectoral and eco-tourism. The video doesnot on! thas been written per place and itis very catchy. ‘ad film perfect. ‘Types of Advertsing Saal interest of people belonging to this segment. The: smsic used matches the ideology of Gandhi. Lothal; The ad film covers the places Lothal and Dholavira. The video shows the Saputara: Nature’ Abode: The ad film made for Saputara impresses the people with the natural beauty ofthe place and calmness and peace offered by it. The ad line by Mr. Bachchan “ell station por baat karn ke lye Kot nah hai baadlo ke act the at rds the calmness of place. The ad film residing over there. The film also ama chese Saptara to spend in religious places. The ad line says “kab tk baithe rahoge cement ke makaan me kuch din toh guzaro Gujarat me”ueypipeg uoRHY 2» BuBuojaq 2jdoad ye papaou a4e > 1a Bury ta. aioe Asvenpurwasn9y vo wedi, sma yp Buretus my, Auriawo> agisod nye cwsynoy were ayy at 2440 ened 4p ppuuey uoneotunustuo> Kea 30 0} pznpaxs Bed 2108 ype paden0od uaaq a¢ey PAOD oF ddwone ue ut sonia, wo painoax> for suondonzsdsno1ea mous 04st doy ursanutsoyyes A1s9pP9p 40} Burgooy ze apdood (lousdy expoyy 19505 S103) L¥M 30 O30 29PUno4 "exBUIyC alley 01 BuspIONV ae ue sno soapia neg ose yon Aa siup40> swoutooida 20) adooe «sey a8ed Yoogooeg wstn01 aims ou) Sou, youd 249 Suxeosour AqpuotyaeIue> ax eqs 0: Ba 29 pIN!OM st ‘suo pueaiou ip Sup u2qaoa a ‘andayes10u199Q], BEYEHNUILO? azo unopeyd si aye 04 oj Aan 3d yo0qned m0 a 39809 249, Beary ais sry Aqpop prooys9¥ed ay, eerndes uy suo EARN bn pai 102 9un{ used yoogeoe) 5 esefn5 agus 3 aBed 2n0> 94 Y009=>2 rnoge wag Bunepdn #9} pue uonspen ‘anya spade sor wowdoppasp wstinoy aanexoqejfo> 30) Y2PEId ypeunyy pueysoperg ren eso woMpsefey"mpeN puUEL 1eBag 15944 Se > pun jo wnpuriowapy pouSis veining “sappoypyEs sesune yeuoneuia pu rruonew pogo sate 0 Aerodeo ‘aes yworrp uoAas u parpune 1399 Sey Sqp A ATES ul mpur ssozve pauado vseq aney samua2 uonEwuozut rsIno) [esos u>KR SUIS “IDET {ustano|asaup spits fp jo soda eae af. 01 sOpesseqUNE pueaq aKa Se LEP YPE IREHLY sc uBbedes yy wreIng) OOq\SHYY, 24, 2HSq—M pun samua9 WoRMLOfU ssanenmuT SHC “indypisyeansog uedemap ping aq sey ose ujedure> 2x. “220d 20) RuiBuoy asouy 205 puE ws tu passant 2504p 40j aypered vse mYzemCT Uomsod 015 {fo wnonap pun ao} ays ur ypoaug, shes oapta a ur ueXDKD ee] yy "pura {yo a>ead ply go> au0 axoqu 220d jsoead v se 4reMC. sped. \ro>e ut passozaiuy suosiad aqp sioene 1 ‘220924, "25 ap pun PosTaTUGAS i is au) anoe suONUOME PE yPeDG ELEM] ay SOUS MEY PE AML ADM, ‘ray suey axp a qu MOK ply 'aABDe UE soead ano pug, sks at pe a sweaui2os Mp oy SurSu0}>q 2[dood ap Hunremtesnyy Ped "Tnjnead e se oyredn suorsod oapla spouse 24) sO} SISTYPHHE yo spuepodus op poms sey my a, 2ypF214 3709) aul yp ut apron, shes out peat #94e> ast wt 98 940 y>rya a>eDd pute 2>efd 21 yo suuye> aya spe 320) oye ay StasoD UN Pe stay BIPM fo sens ws4pPME Susnonpy ver3.26 Advertising those, Bachchan took the audience ona tour of Kuch, the Gir forest and Somnath and the was oustanding, only home ofthe As year and due to thie the Forest of ‘crease the numberof permits the sanctuary from 90 0 150 dal. 2009 wece 45, 834and after two years his figure ‘of 142 %, In tourist ‘parison with the previous yer. Table I shows the increase ‘oflaunch of campaign Increase in Tourists within one year ofthelaunch ofthe “Khushboo Gujarat Ki' Campaign ee : Growth Rate et Yar Forlga Domestic | Foreign | Tota 20 395067 exe | 76 | _t6ae 2009-10 30,702 186 08 Zo 208.09 29479 _/marketresearch/ (Source:http://tourism 8 itereaddata/CMSPagePie jarat pd) Tentavely201dentified20cireuit$20for¥20varlous20states new ‘Thus, Gujarat is witnessing a rise in tourism duc to the effective campaign to promote the state's culture and tradition and is achieving new milestones in tourism industry ‘Awards and Appreciation forthe Campaign 2015: Golden Mikes Award 2015:Golden Mikes Award 2015; PATA Gold award for TV Campaign-Breahe in abit of Gujarat 2012: PATA Gold award for coffe table book on “White Rant Award by the Gort. ofIndia-Srdposition inthe category ‘Best State ‘Award for Comprehensive Development of Tourism! 2011-12: National Tourism Award by the Gort of India- Best usage of information technology Concluding Note ‘With the success of the Gujarat tourism campaign using Amitabh Bachchan as the brand ambassador, and other marketing and promotional activities, Gujarat has improved upon its r ‘Types of Advertising 327 tourism appeal many fold. Ic is doing well on the TV and radi been successful in tonal ways can you suggest 1. Goingby the eucrent marketing and adver tobe incorporated asa part of the campaign’ 2. Find out about the marketing and advertising strategies of other state tourism campaigns in India, Also, find out who are their brand ambassadors. References + Golden Mikes 2014: Madison, Big FM, O&M, Gujarat Tourism among winners worwcexchangedmedia.com/ aly: bhaskarcom/news/GU}- -film-makers-4268588-NOR html © http://tourism.gov.in/w ‘Tenlavely®201dentifieds520cir readdata/CMSPagePicture/tile/mac! ‘Tentavely420ldemtfied20circut®20for%620various%20states/new Gujarat pat Metro /wvewafags.com/news/tory/33349_Gujarat-Tourism-takes-a-ride-on-Dé jory/36710_Brand-Owners-Summit Building, Brand -onomy poliey/gujarat-gearsup-to-woo-more hima I wwewexchangetmedia.comfothers/goden-mikes-2014madison-big-fm-om-Rujarat ‘mong: winners_54837 hal hutp/fwiw.gujarattourism.com/downloads/tourism_sector_profile pdf © utpy//www: gujarstourism com/downloads/tourism.sector_profile newpdt + -hup//wwos.india dipledefcontentblob/3839178/Daten/3075252/ Econom) Gujarat_VDMA_Report_DD.pdf wv thehindubusinesdline.com/news/vaietyiguara elet529656.ece1m jo uoreusquios & 40} U9, 1 Jo} saurzeBew pur ssadedsmau “sadessou \woneuzsoju jo s9a19994 9p toss asuodso1 uso st 2194) DY we sapoud en. vst Suosiad au0ur 10 oxy Aq Supueisopum areys “ayjoue Jo put 9 foo], UOLBoTUNUIWIOD & sv SUISHIOApY paajydeyy SusanAdve ing in advertiser uses advertising fous media to persuade the ive custom vavertised. This favourable response from the cust ‘or improved brand loyalty, oF favourable brand. The proves of certmasication 6 n9t carte ie mage hs hen woderood Wythe recener, eine ‘communication leads to understanding PROCESS OF COMMUNICATION “The process of communication can be explained with he help ofa communication model following figute shows a communication rine elements. Two represent ioe eee crender and receiver. Two represent the major the major parties in a communica com message and media. Four represent major communicatios weed feedback and response. Thellastelement inthe system functions - encoding, decoding, Figure 4.1 shows a model of communication process with these nine ‘elements. Texwa | [Ror] te} Figure4.t:Communication Process 1, Sender; The sender is an individus communication. This source is initially responsible f ‘The sender’ experiences, attitudes, knowledge, ski the message. The wr yramount in ensuring t {All communication begins wi 1e advertiser ofa producti service. perceptions, and culture fen words, spoken words, and nonverbal language terprets the message a3 the sender. In case of ing as a Commu 2. Encoding: The Brst order to conve} information into a message in the form of symbol ideas or concepts into the coded message that communicated. The symbols can take numerous forms such 3 (or gestures, These symbols are used to encode ideas into messages that others can understand, ‘oding a message, the sender has to begin by deciding what he This decision by at he be the receiver's knowledge and assumpt hhe wants the receiver to have. to the intended receiv his message isto mentally visualize the commun ‘A good way for the send rom the receiver's point of ‘The encoding and message decisions are taken simultaneously. For case of advertising, the advert ssage) the target customers about the price of the product, Encoding of this message may then take place by patting, "Ab aapki manpasand Nestle Munct srf paanch rupay mein’. Also, the advertiser woul: will create atitude and feelings most desired action. The ‘message content can focus on rational or emotional approach, Humourous messages attract consumer attention and put the person in a pleasant mood, Music can add ‘emotion and make the consumers more inclined towards the message. The marketer ‘may favour using fear or sex appeals or may like to use brand comparison approach. ‘There isa wide choice in developing an appropriate message forthe target audience. 4. Media: To begin transmitting the message, the sender uses some kind of channel {also call he message. Most ‘channels ate either oral or written, but currently visual channels like social media are becoming more common as technology expands. The ef of the various channels fluctuates depending on the chars ‘communication. For instance, in case of marketing communications, most popular channels ate television, radio, newspapers, magazines, internet, social meq ina particular medium, the advertiser as alot of options. Fo levisions, an adv san make a choice between various lepending on his product and the interest area of target market. 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Jakng2ye04 ‘anpoud aig ynoge ssaworsno uLoyuy ‘SsouazeME JoUIDISN YSTIEISS syseL, jeuonomard pure YTV ary stip ye spor zofeur © Aeyd wonouosd s9pes pu 8 ruosiog + ranposd au jo Aigqeassop averpourtt ayy Busss2zi8 Aq aseuzund e 2onpu somposd 2yp aseypind 01 s9u0}sn9 24} JO} $1 1YBH0s HOHE ILL & wonse souojsns idwosd 01 « wonsy sionpoxd ssornadwo> 10) 2stsap Aue axoge 1anposd ayp 40j asap e asnozy sionpord Sunrduso> 0} jersodso yanposd 3% ayqesnoaey © aonpul 6 ‘utsep 218019 uso suaaur s;onposd aun Jo worreaopisuo> aanoe suourv 0} souazeMe auIssed wioyf J94ng jenaiod 241 980) « “spasu asayp saat Ponpord sip wow] Uo s9snoey aessouu jeuoniowsosd ayy 38ers tur vomposd ayy jo sayouag amp Jo Surpusyssopun uv Sunjeas9 kq parame st sq « assumur sodng 2 ns pur a1eaiy « asossquy pajes pur ud9s Lanpord yp 198 0151 aBers sug 1e aanzalgo jeuonoword aut « oud 249 wr wwarporsin Koy 24 st sonpoid ayp nog ommeny oe ‘isofio se passnosip aze safeys snoy asa) Jo sansiappereys ayredg PpOW vary eran wonsy 28015 aar;0103 omg t seis sausagly sar) wonleny avis aannoy epow vary Jo safeys warayp smoys z°p aunty Luonse inoge st 11 ~ aaneuon st 38eys se ayp‘suysa} noge axe Aor = aaqoaye ane saBers ‘ont xou atp Bupfuryp soajontt 2 - aanRUOo sj afexs yay a4, ‘wouse adwoug pue ‘ansep dojpaag “saiaiut 22215 ‘Uonuane DesNY- 01 99998 WOROWIOAG “"yBNoxp s194nq feRUDOG pra} pinoys suoneorurusiuos Sunayseur reys sdoqs Hutwoys Japout fenuanbas e st YTV safes aon sig a4 non wusaionow jo ansas emmy v se auuo> pynow. ‘Bes yunoy ay ‘uoNDY uHa,I0 syonpord aun toy you9q 01 2089p © axey pure“suisg/same9| s,paposd ap OF woRKaNE ed 03 yBnous poisasa.ut aq ‘sauarsn9 Szonpoud e 50 ofeme 9g SMU ssatuNsLO> Vey soyensuowp 1 aypuesny 90 etzi0j UOH>y pue 211g “seumuL‘uoNUONY “sabes 2u Tone aa1s9p salqUT ‘uonUan 20 uLxuOADE Ue st ¥CLIY aseypund So} antazesfiomposd jo aouesoud wio4)dousnofssowiorse> ayy asAeur reqySfppOuL Jo JaqKUME © Jo 20 st {1-Syi0m Sulgos euvssad oy wejde> 01 sia ou Aq ponuasaud sea PON VOY 2M, vay -sonuanize jeuonowosd Surséjeue jo sueaut 2yp apivoud sjppou ayy, ‘sofers ap nop sang [enuried ayy axow 02 pauBisap axe sontanpe jeuonoWoL © laissod st Bers wxou yp 01 ssorford a10y0q ers y>e> we WU 430 Souuoe e sayies ‘asuodsa2 jesnoravyeq ayerpausuut aonpur iouue> BuIsmu2Apy « uuojsi29p uondunsuo> 20 ‘oseqpand ur vey) saBeIs au aquasap sjepouH aay] « Bu rat uote yaonyp o8 syenpy spo Sunsses} yuourssjoauy-yBiyy 5° wou 058 are sippow asa) sm “22uanbos te yBnomp sassed pue As080189 onposd 243 3 -y sr420 Advertising ‘AIDA and the Promotional Mix Grab attention by means of publicity and advertising Excite interest by advertising Develop interest by sles promotion and selling Prompt action by selling and pot of sale displays ‘Customers will not buy unless marketers frt grab their attention, gain interest and make the product desirable LAVIDGE AND STEINER HIERARCHY OF FFFECTS MODEL edomiat Among averting heres he ierahy ofc modes seo ow adv ing works Hrerchyo es Model canbeerlainel wi thbelpat serv Fat helameslewlojetves schaeawarenes,kledgeorcomprehesion sreaccompled Subset ejects may fc on ming prospects to higher Sbohcnoualseaponsn The percentage of prospective cases dedine w nepyansovardsmore aon onetd ote suchas brand the pyramid to Stages in Lavidge and Steiner’ Hierarchy of fects Model ‘customers become aware ofthe existence of the product benefits of the product L._ Awareness - Potent features tude towards the product Knowledge - Information a Liking ~The development of favourable now the prefered choice ofthe customer 3. 4, Preference - The product 5. Conviction ~The customer is now convinced that his preferred choice fs right Purchase ~ Preference and conviction translated into action ‘wo stages are cognitive - they involve thinking, the next three stages are alfective ‘are about feelings, the ast stage is conative - itis about action. Figure 4.3 shows various stages of Hierarchy-of- Effects Model. Awareness Cognitive stage Koomledge pee te Affective Stage Preference Convection Conative Stage purthase Figure 4.3:Hierarchy-of Effects Model ‘An explanation of the various stages of the model is given below: Awareness: If most of the target audiences unaware ofthe object, the communicator’s task is to build awareness, perhaps just name recognition, with simple messages repeating the product name. Consumers must become aware of the brand. This isn’t as straightforward as it seems. Capturing someone’ attention doesnt mean they will notice the brand name. Thus, the brand name needs ta he made focal to get ‘consumers to become aware sdience might have product awareness but not know much more; hence this stage involves creating brand knowledge. Tt comprehension of the brand name and what it stands for become impor the brand’s specific appeals, its benefits? In what wa ifferent than brands? Who is the target market? These are the types of questions that must be answered if consumers are tobe given brand knowledge. roduct, how do they feel about he product to communicator has Liking: If target members know the ks unfavourably toward: the unfavourable view the job. For product problem the problem and only then can you communicate its cenewed quality. Preference: Te target audience might like the product bi ; value, performance and other features. The communicator spaign’s success by measuring audience preference before and after the campaignpapord sep Buysayo.£q seqpand v 22w 10u op yunusuro> ysnosyt paisedusr oq asnu afpajmouy 1onpoud anpoid ayy inoge Yamat Nou JOU Soop 1nq ssoUaLEMe FoMposd sey souarpme 1282e) o4p axays vor yiso8 a) PUL sojnquM SUT 34 9} fo SSDUEEAE 960911015 aq su pure puesg at 1 saula2eme Jo [9n9] mo] aney ssoWwoISN BE Jo AaquUM UEDyIUsIS w TeHA sf82A91 ‘poureisut 103 980 alayp ag Ae Syser 298119492 aif PLE ue v ag deta aouarpne 2848) 94 “pasnseaut 39 ue> 512949 9 PUT faape ys qers901 9495 Kew dapat mnsuop 40 ‘aseypind © Huryew way ‘yapotu asaip, iasnuaape 241 0} dust aney ospe stapoya Au 1H asutods9y 345 SUALENAVW FHL WOd SNOLLVONTAWT Ippo Surss22014 uorrewoyuy ssp 2un5tg ano1neuog 28s. t Supp, jeuduso ‘uoneraasaad ~ japous a4) sae 2054p axe anvaypne Buystoape 2eip IM spon Sujss0204q wouousofisy pue won say 24, sotunsse Y>ryes japow sun padojsrep 21ND pow vondopy-vonesouur =} pean uondopy, ays aan;29ff¥ abeas aaunnoy ssouaremy, “port wondopy-wonesowy coup asn-utsonpoud swnaos 40 yes 1npord Bur Fons of asus apensiod o} fom 529 a, oesnoney Wf snqeae Pee 2UR!P TE Gesu sansoe so ianpoad ayn ul wsexni pe seousseae Sune JO SBOP amp dey men eH sofis pu sd wou} poxona pou sip SHORE suaaronur ui e sey 294g atp 2x04 SfopOLH OM ny yo Aupsesoyy Sa2uio§ pue aBpiar] pue VAT O2 ORIPPE AT STAGOW WIHLO aos onpord uae » yBnoxtp porous st ‘qayo aseupand ayy 01 ssoussemeun tos} oHssa2DNS UF saHENS JO 8 nou 813 ad aly Agpant aouanbas uyen2> & so|fos PUE HOMO ‘oseypund 30 us _as0uu e ayetes S19UNSIO9 2224M St ad oy ee ionpord a1 ‘ulnsuo> 2s0U p20U Isms JOyeDTUTMLLIOD 24, ay, aseypand ayy Buryeur oF pu us oouagpne yo8se) 22 Jo Ss9qUSU! 2WDS SusuanpyAdvertising 44 sales promotion dependant variable archy. ALTERNATIVE RESPONSE HIERARCHIES ised above indicate that the starting stage is cognit to conative or behavioural stage. This progression shows the Leam ——> Feel ——> Do {Conative) chy of Ffects Models are sometimes referred to as standard learning models ming models. The consumer isconsidered aa active participant shactive earning, Thistypeoflearning is usually more relevant yurchase situation and perceives much rypes of productsorservices ‘meaningful information to the snce has a high- tion, as in purchasing tavolvement with a product category perceived to have high ditfere an automobile or ahouse. that this high involvement sequence may notold true incase of different ‘Some convenience products that are consumed daily and purchased ire high involvement of consumers, Taus, some researchers have ment learning model preter of advertising effect Learn ——» Do (Cognitive) (Conati Instead of active learning, the customer engages in pas j information-catching under low involvement is. Thus, the sequence“ relevant when the audience has low involvement and perceives little differen arning and random do. Advertsing as a Communication Too! was the product category, for instance, when purch soap, and most of FMCGs, market the brand bought, may attach a feeling of liking or disliking towards the brand, ‘Michael L Ray has proposed yet another response sequence where consumers first behave, the behaviour develops altitudes or feelings and then the consumers learn and gains knowledge that supports the behaviour. The sequence in thi nis: Do ——> Feel ——> Learn (Conative) (Affective) (Cognitive) sumer faces a choice between ‘quality but are complex and some attributes may not be visible. Consumers may likely to experience post purchase anxiety insuch cases. Ray has suggested that such situations require advertising that would reinforce the wisdom of choosing 2 product or service and help reduce the dissonance, Thus, the sequence “do-feel-k Jevant when the audience has high involvement but perceives oF no differentiation within the product category, for , in case of buying & “Thus, the alternate response hierarchies are laid down ‘models, which may follow either ‘Learn-Do-Feel’ or ‘Do-Fe the traditional ‘Learn-Feel-Do’ sequence. Jow-involvement learning Learn! sequence instead of, CONCLUDING NOTE ‘The communication process is the perfect guide towards achieving communication. When followed property, the process can usually assure that the sender's message will be understood by the receiver. Although the communication process seems simple, in essence, it is not. Certain barriers present themselves throughout the process. Those barriers are factors that have a negative impact on the communication process. The advertiser's task i to overcome such barriers and get his 0 the target customers. ‘The various response hierarchy models reveal that advertising cannot induce immediate behavioural response; rather a series of mental effects must occur with the fulfilment at each stage before progress to the next stage is possible, The advertiser’ task is the target customer ext stage,21mys 12 ret UIEUIeRH OF st ButsHaApe qUota2xoquHes Jo asodind ou, sputag poseysind éymou sro Jo soimyeayyoads BuLofuo siowsoisn> poysties {peo uno sp pot aqanpznsue> kts wsV 240 00) ade iaxpe waua21ojuiny sasuofulay “p puesg 9 puruiss o} aseypind-so-1wHod ay we pasn uayo ose st af “9}49 mnpoad st jo sales sone ay uy pasn uayo “oxLeU 949 ur Fomposd paysyigens> Jo SsaUaAENe PLE Is9I9)U1 UeNUTEW 0) pasn st Bushsoape J9pURWNY ‘puRWaY “¢ saaqpo pee yim Xpoaup o12duso> stonpoad jo afues & ax9yu ‘siPyZ0UE pauinbar st ainieu siyp jo Sursni2apy “wor 9 sat 01 pasado souauojaud 8 ateax> pu ‘oseypind au ayeu'spucq ‘yours 09 sousypme 428303 ou aBesnonua 0} 9422s Sutsisoape aassensiog caponsiad °Z sonpoud u yeunsow axe saans2{qo yong 1e“sqiom Ponpoud ay) oY, jutsiupape aareuuojuy susofay “1 ujdso onpoud ays snoge roysews axa [PT 02 9499 2ouoyutas 40 purusos ‘apensind ‘wzojut ost wn lonse payrssep> aq UPD sa4n29/q0 8 ig 01 Buxpios9y 4m 01 STALIDA[9O ONISILWAAGY JO NOLLVIIISSV1O pe ue Surdopprop ur yutod palqo Bui ue810 (1240 24) 4) pig wuay 2 Jo soana{qo Bunoqreus 10 you ay st 94 PI STALLDa140 ONISLLNAAGY saayaelqg Suispasapy g aajydeyD ssuodsay ayeus3y Au osmany auodsoeuRTPEDL EY ‘tapout size yo dupe, Jue prary gp tad ee yon S308 souansuo> w yup Sere smotzes cp aT TEA sre 2e19pons sa4po ap Aq uMoP PIP _stppoue yuoson|asuodso yeuonspen an Aq umop p emotaeyag pur cseyound aon ronpoud e jo a2uei0u wo3y Aousno!ssaunsuo> © purssppuin of fapora ¥EY aU paula saBaxs sowseA aw 9qH>KEC 7 aun uowayesnoues 9 ued su0H NOISSHOSIA HOI SNOLLSANDAdvertsing Advertsing Objectives 33 52 following specific advertising objectives asa starting point in developing his advert lists possible advertising objectives according to the classification campaign. Advertising Insights, given by Philip Kotler ‘To create awareness about the product or brand. ADVERTISING INSIGHT 5.1 To create customer interest in the product or brand, ‘To change customers’ attitudes favourably towards the brand, {st of Advertising Objectives ‘To deliver information about the product or brand. espa ee : To increase sales. informing the market about anew product Rae Suggesting new uses for a product sing the market of price change ining how the product works scribing avalable services 3 4 5. 6 8. 9, uild brand loyalty ‘To support the activities ofthe distribution channel ‘To build the company or brand image. ick, visit etc.) Correcting fale impressions 10. ‘To stimulate behaviour (buy. + Reducing consumer’ fears 11, To remind about the brand. 1+ Building company image 12, To support the sales force ‘To Persuade 13. To increase the usage ofa product Building brand preference 14, Tointroduce a price deal Encouraging switching to your brand fea eeeeeee (Changing consumer’ perception of product attributes Aart adie eer Sreura Persuading consumers to purchase now IMPORTANCE OF OBJECTIVES Persuading consumers to receive a sales cal ‘To Remind ‘+ Reminding consumer thatthe product may be needed in near future + Reminding consumer where to buy the produc from Keeping product in consumer mind during off seasons “+ Maintaining top-of-mind? awareness ‘ToReinforce “+ Convincing current purcha they made the right choice positive features of product that satisfied the people who have already ‘Thus, it can be said that in general, the objective of advertising is to inform, to persuade, to remind or to reinforce, However, an advertiser may choose one or more of the Setting advertising objectives helps a marketer in the following ways. © Objectives serve as communication devices and fat various groups working on the campaign on both the agency and the client side. Problems can be avoided ifal the parties involved have set of written and approved objectives to guide their decisions and actions. Good objectives provide the advertiser with guidance and direction for the development ofthe campaign. They provide a framework for decision-making in areas such as advertising budgets, media selection, creative strategy etc. Objectives also provide a benchmark or standard against which successor failure ‘ofthe campaign can be measured. When specific objectives are set, it becomes easier for management to measure what has been accomplished by the campaign‘uoweatoyuy ayeorunurwis “ssavaseae 218919 0} pasn aq Sursmuaape pyro ganowseyaq pastsap axp Suraarype ur dy Buisnsoape ue> MOH“ (gave afesn uaa xtabas jo areys Sursearoun ‘sratsorsn Bunst Jo Aipe40} 30 jauroysn> aot jo saseyouned fest onput 01 Sn Butsts04pe sf 27) _gouanyjut s0 a8uey> ‘92205 undone st Suasnaape vp uous rey snoiegeg 27 yp uy aseasn apuevaurew jwowes 282 oy “saanzalqo aannaye pue yryesn ppeik w2yo qe koa snewsnsds pur jrjoze> # ut suonsonb saxep Sueaoyoy axp Surssoxppy “sironsanb Jo 1 © Surssaxppe ur say] wonnjos ayy, js9an70/go Suistuape Sums ut poo201d 200 ‘Pinoys moy seanz9(qo Suisnaape jeuonessdo Jo siseq ayn ws0j 10U Op safes 21EIpOUT Jy SHALLDa{HO ONISLLATAGY ONLLLAS sane prsosd fay asnesag yeuonesodo dupa you -uoysisap ay) 0} aouepin8 yeonseid 3 snaaape 4p sToaAs1 UOISSADSIP 24092 IY, Aqjensn aze says zaseydura yey 32 qo oesuoSneoipy jopedayuna-fuoy-7'samnBhy = apmamny axorduuy spjes aura sores areipounuy Sursmanpy Se ‘aye] ypu aseypund ru [A IPH sopmynye Suraordun so ssouazeme puesg Sune. 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[dentifying the Target Market ng the target audience, the market needs to be se in which the marketer wants to operate. Mar ated and then that can be segmented ‘To take an example, in case of marketing a pimple-control cream, the market may be segmented on the basis of age and then the teenage segment can be selected as the target segment. Once this is done an advertiser can plan b advertising effort towards this particular segment ic. towards Similarly, the target market for a car ike Mercedes would be people wiio income bracket. Thus, the total market would be segmented on the basis of the high income segment would be chosen as the target market for such a product. Step 2: Analysis of Ultimate Desired Behaviour ‘An advertiser may like to get some desired behaviour from his target audience. This desired behaviour could be: (a) induce trial purchases of new customers ie attracting new customers from other brands and from other categories f loyalty of existing customers i.e. incrcasing brand loyalty and ion rate reducing increasing share of requirements increase in the usage rate ‘To take an example, one of the possible beheviours that an advertiser might attempt to achieve is inducing trisl purchases of new customers, This can be achieved by 1g new customers from other brands or by attracting new customers from other categories. Consider Figure 5.3 which shows a market divided into three segments. Advertising Objectves 37 Segment C Those not buying the gras) Segment ‘category like soups and understanding the behavioural dynamics from the viewpoint of an advertiser of K me customers in the market might be buying only Knorr ‘Soups while some of the existing customers of Knorr Soups might also be buying Maggi ‘Soups besides buying Knorr Soups. Segment B contains people who buy other brands to the exclusion of ours. Continuing with the same example, segment B would thus, contain those people who buy a different brand of soup other thant Knorr Soups. Segment C buyers are not buyers of any brand in the product category. Thus, segment C would include all those people who do not purchase any brand of soup. In an attempt to attract new customers, the advertiser can focus his efforts on segment B and/or segment C. ‘New Customers from other Brands (Attract Segment A) “The focus here isto increase the sizeof segment A and the approach here is toa members of segment to get ther ty ourbrand. Thus, for mobile phone service provid Jio may try to ateact customers of Vodafone and Ai the customers of ‘ther brand to increase one's marketshare may be difficult i other brands are performing satisfactorily. Iti, therefore, bes to find out which exist competing brand ate the most dis-saistied with it and target these “switchable” consumers. One could also try to target those customers who are most likely to influence others to switch too. Thus, hone service providers should try to figure out those consumers who are not their current service prt billing problems or poor such customers tothe seg share, 1g Customers from Segment B to attract of your existing customers and thus, increase the markeyunuai09 » saxjoats aani99/go BuysRADApe Ue “UOISsMOsIP smo UH JOHLED Ua98 SY ‘pst, uourpotununuey y ‘ua fo porsad usu v us ‘souatpno pousfep 0 Suowe poysyyduuo2s0 29 0} 4504 wospv2punuutosoyfsods v se (aatza(qo Butsru2ape Ue °>t) [208 ‘Buisanpe ue souyap ypvoxdde yyWO VC BL, 20H [OSsMy Aq uaR!A sea ydo>u09 94 sxnsoy Sulsiiaapy pomnseayy 04 [eon Burst ioapy Suuuyoq 10) wiAuos2e vest YVWO¥A HOVOWdaV UVWOVG SHL -wojeq possnonp si yoy "ppeosdde YYWO¥A 213 Jo wotsuap% pue wauranosd Ue su uorssn2srp presaloye2tp ut pauano isn spanzotgo Sunstonpe Sumas ut ysvosdde 3, saanzalgo s0430 211 uo aanzeyp 29 01 eps ayo Ki9s a4nsafgo 2uo o1 pre Bax yi ssouaADap aztUpeELL dy sor rein Buistuaape rey unoys sey ypteasea ‘onrppe Lt “san22yur sowoDaq PLE sn2o} 5250] onus 00) Aes oso ip IwDUTosHDApe UY “eHs sf sann22!qo HusHDApe wt ‘odas etn s9ne Anny Fuspuaapeauy wi suadeg sann2olqo oy eon wads03 yu aanmagut aq fun wip astordiuo> & atuo2aq Thad uStedure ayn re >8ep amp shee 51 aroq) ‘poonponi are so4t20(qo [esoKo8 ayy 91s apeuH st Yse? uorieaHuNUEWLOD 2p “aanvalgo pousop-tjom afButs © uodn snooj ue> uBredwre> Suispaaape ayy way _— aprmy pueag aaeypung feu Buysmoapy 1y pug yo a@pajaous, ‘uonse poutsop uo wey) azow uo sassoays Hussruaape uoyps st eK SHALLOUMO TTALLIAW 40 ISVS TNL possy aay rn sensed © quae pueag Auedwos 941 noge aBpaynouy Surprnoag + spnposd atp jo s9enysuoneaydde mau jo 3Bpapwouy Sup) « ssouazeme puresq Suea1) « oanoy 242 um, ragpe SP party aq Ue> Surrowoy ayy “HsApEUE Bupworqpof oq Kyorjouoyn po Wop” Jasuodsas pansop 241 Yu0M soyqn}sna Supscansayut soy apm uD Busty .24p0 fy s9s14291q0 Bupsniaapy ay sv sayquisna Buzuonioyus jos 0) sostazspo ay) sof asuas soyour 13 ‘SmI sayqeues 3 30 diay aya qpia pananype st won2e pasisap 2g) Tey Pay MOU Sty 6s Sosmoapy adh 1959) Geko <— pum pueag Sunen0ssy + Surszaapy Kueduio> 2x moge apa] moun ee <— tusnispy esp fuoneanddy on aBesp paseaisuy <— jo aBpajmouy, +— Sursuespy soqgerea Surusaioius yBnoayt cuonoe porsop op aranie ues Busy aape oy Jo s2ydutexa 210u aos 2x8 oq HOA! snorseyog possop Sunezoul ur day eo soygesea Suyuansows yo doy aun yu rsntaape ‘spuon saxo Uy a8papxouy arngquie pues jo ssoneox9 yBnosg 40 Ap22u1p Joya (snoxmeyaq pausap) aseypund fet oy pea] WED pr ssauareme puvig Buneos> ut djpy ve> Suistuospe 141 Mogs stoeNbs omy a40qe 24, soinquny puesg 4 SUAEY ac aapy 564M IHL SoS payMo bei tuonenbs Sumnoyo 943 UF paUgRpD si S| sMoMAeY=q Pasisep a\p Suneious8 UE Suidipy soqqeuea Susuoqioyut avo up a1001 Aq parenrdioaid aq osfe Wed aseqpund [ean Y jae raneseyon aqaeiey Susan rs | aempuny eu <———— ssaimeny puta <—— usoapy aenyound leone 9 samoro sip wosy moneyog possop a Ronse wd gna ayes Suwon ve se yom jum sovarene pg SG, SHRTERE puBIG uteor wo S30 unssapeJourauos ay dq otspund ss wore ou ay nou 04 yess fay yun wen se uosensiod 20 ‘vous ‘uonesTURUte> suis Sen oapon trang 5 sown uonseaydoudJisaipo: pa a oust Basysanpe Apne (anoyaeypg passa) von>y aAamypy 01 BuIstHoApy Suis :¢ dang jos szowoysne 8 ajge aze Aaya ‘paoyje Ajysea wea Aaya tuys 1e2 ee saa1ai98 si 25m o7'atI0ud jutazm9 104 age yi “sdno. a109UI 12M0} a4} 01 SuIBUOag afdood aUIOs yore UE oF ssn, Aao82ye> r>npoud ay) Buxkng rou <> juawBas woss jdoad roemne o1 st y 1uaUuH9s Jo ars 919 as8020Ut 01 y>eosdde 19\pOLY (y qwourag 01.9 moutiiag wiorg sstOrsn9 Suse) seLOHare> 49410 «0s s1OWOISTL) MON, Sermoepy we510 Advertising (for example, building brand awareness, changing attitude of people towards « brand {etc}. In the DAGMAR approach, the communication task is based on a specific model of, the communication process, as shown in the figure below. Unaware | Aware | ‘Comprehension and Image b to re of a brands presence of the target customer involves some move on the part of the customer, such as, trying a brand for the time, visiting the showroom ete. “Thus, as per DAGMAR approach, advertising objectives are nothing but communication tasks to be accomplished, These communication tasks are nothing but the intervening variables discussed earlier (step 3 in setting advertising objectives) n our discussion. The DAGMAR approach assumes that focus on these intervening variables - awareness, comprehension and conviction (Le. communication task nlades six stages. avarenst, hnowdedge, king. preference din Chapter tf he book convitlon, and purchase. These models have been xp Advertising Objectives sul thange) within two months (time period) among housewives (tari ‘To stimulate thinking about advertising objectives within the DAGMAR concept, Colley provided advertisers with a checklist of 52 advertising tasks and suggested that each task be evaluated in terms of its relative importance. Critical Evaluation of the DAGMAR Approach ‘The DAGMAR approach uses communication tasks like awareness, comprehe altitude etc in setting advertising objectives. It made a point that such goals are mi appropriate for advertising as compared to some other measures like sales, which have ‘multiple causes. The DAGMAR approach also focuses attention upon measurement, thus, encouraging marketers to create objectives which are specific, measurable and operational However, the DAGMAR approach has been 1. Sales Goal: The DAGMAR approach emphasizes on the intervening variables like awareness, comprehension, ct. which will ultimately lea to sales. Critics say that If there is a close relationship between these intervening variables and sales then why not measure Sales directly and set sales as the advertising objective 2, Measurement Problems Intervening variables like awareness, brand comprehension, attitude et. are dificult to measure as compared to sales ized on the following grounds. }._-Noise inthe System: It can be argued that there might be many other factors besides advertising that determine awareness, brand comprehension ete. For instance, an adverse publicity might lead people to comprehend the brand in a particular way. It does not necessarily mean that the advertisement was ineffective |. Inhibits Ideas: The DAGMAR approach provides guidance to the creative team in COMMUNICATION OBJECTIVES OF ADVERTISING It follows from the aforesaid discussion that an advertising objective involves a communication task to be accomplished. 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The lm open bead a5 she is annoyed wi YAAR WOH CHHOD, BHAI KE BICEPS DEKHE? ‘Maradi Kalianiwala, VP, Marketing and Busines Intelligence, BookMyShow, sad, "..our ad film has been specifically timed with the release of Tiger Zinda Hai to capture the hype and exiting awareness and excitement around the film, We are confident that viewers willfind the ad flm’s honesty very reassuring and comforting when they se re not the ‘ones to feel lft cut when they havent seen a film and that more importantly, there is @ solution t this problem- BookMyShow.” Later, the digital campaign designed a contest around this advertisement and asked the people how many tines the das the phrase "Bhai kebiceps dekh” appear inthe ad. The contest also generated alot of excitement Objectives sus. pe tngall those who have not managed to wath th advance ticket booking a habit among viewers } LEASE, MERE AIVE TOUCHY TO! i advertising campaign after yecember last year, Russell nat conceptualized the entertainment its ad must also be entertaining, This ‘where people could win fre tickets. 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To create awareness about Philips Arfeyer and tell people that it requires 80% less oll as ‘compared to normal cooking. 2 To show people how they can cook their prospects, te foods using the Philips Ai 3, To build engagement amor ‘The Execution ‘OgttvyOne use 2 highly targeted paid media approach to reach out tothe target audience and tackle the awareness sue 1. Cookery Show on YouTube Instead of launching and creating its own YouTube cookery 7 episodes were cl who go to YouTube and search for ealthy recipes, instead of anne. Te eptzodes and contents were then shared by Sanjay Home Living on Facebook, logs and Twitter Philips used the content very wisely by creating interactive Tike Q&A ports, contents and chat sessions on Facebook page. 2. Content from Super Chef show on Facebook page Facebook page (cont know about 3.5 ne activities like Q&A posts, contests and c ‘Thummae Aitfeyer recipes were incorporated Facebook content strategy. 3 ed Fried Ye (0 Philips 1 also created along withthe ste "FiedYetLight cont Jnowcase the Philips Supecchef show eecipes atone place and tak more to aggregate about the produ 4, Intensifying the reach via Paid Media week of August in ds and online banner 1nd Vogue, Considering [A targeted paid-digtal media campaign was kick-started partnership rye. Mok ‘ads were given on Linkedin and wer recipes now appeared in Airtryer + On Facebook, Philips managed to generate engagement from female fans. Super Chef Show) went u generated by fans with the po 1000 users toa + The overall sle of Philips Alfryer also han 260% the Philips Air Fryer, Philips India was definitely able and with the accompanying demo videos on subscribed YouTube chef further added tothe product's usage and help’ relevant target group - the digitally equipped, health conscious, urban consumer always hunt for products combination of branded content and fan engagemer product but also brand affinity through creative use of di low was Kenta’ strategy different from he launch stage? 2 Bind out the mat its product Ai and advertising initiatives presently being used by Philips to market References ‘new -lavached-airfryeron or digitlvidyac dligtl-platform! + hu e/how-philips-promet hthouseinsights in/philips-airfryer-social-media-case-stady-htmlpuadra Suysnsaape pasodosd jo wawares e sty uonesiue#i0 ‘uv Jo saansa(go Suisizeape au Smzaur s0y papaou spury oy) jo arewnso ue st 1a8pnq Bursnaape ay, =Paysygeise >» Aauow ypnu moy 298 pue punose 10m wed nok s4gerear st Louow J seAnsalgo pue seo sn0k AsRpou 04 nod 0} anp sa4n22{qo pue “uoyod 01 Burpioxy ~Aedwoo ay jo s2at2a(go pure syeo8 Susnayrew otf yo mo word wy wr yoy Kuedatoo 4p Je soanve{go pue sjeo8 Bursnzaape ayn jo no sMoxa ssautsng ® jo w28png Bursaaaape ay, ancy nok maape uo ads 29 0 powsoyfe 9q 01s] tunOWE stu dom Up SiS PU ( 1enoWe [ei01 a4 soy TeYD IWaUENDop [eUEUY e st 728pNq nd pany 30) poredaxd 5) s2odnu jo sway ut passaudxo: oe yo wejd arnyny 0 uorssasdy> aaneynurenb ® 61 ppg 189GN@ ONISLLNIAGY 40 DNINVAW Ha tag aABy POM 949 s80.0% j08 asouy ayods ay aouis sang uaqeuretmy, wo wey>iou $9 pres 9 {SE >|qnON aq) porsem st Sutsnzaape uo puads | Aatiow 94 JES, pound a oypods ¥ Sump uy soqepoqpe zayoysew © Aauous jo runowe [201 2p yospng SuIsy.0Apy 9 aadeyaAdvertising ries, products, selling is prepared for a specific future period ol ‘Advertising budgeting is prepared by the adve the marketing manager and approved by the top manage hows the plan of allocation of available funds to various advertising activi he adve 6 Iisa limiting factor which determines the siz ising campaign. ‘Some Definitions of Advertising Budget ‘Advertising budget isan estimate to meet the financial requirements of advertising plan’s9 thi advertising objectives can be achieved within specific ime period Advertising budget isthe quantittive expression of future plan of advertising activities in ‘monetary terms, It shows the total amount tobe spent on advertising ahd its allocation, among diferent advertising activities so that advertising objectives canbe achieved in a specific period oftime. Advertising budgets the ras! ADVERTISING BUDGET AS AN INVESTMENT ‘Traditionally, money spent on advertising was considered to be a waste. Also, advertising expenditure was consi jure whose benefits were assumed to accrue in the current period. However, now it is widely accepted that advert expenditure is an item of capital expenditure and will provide benefits not onl Advertising Budget 63 ‘current period but ‘TOP AD SPENDERS IN INDIA According to a report by Neilson/GroupM, India’s leading advertisers by media spend in 2015 include Unitever India, Procter & Gamble, Aditya Birla Group, ITC, Mondelez, (Source: hity//wwwadbrands.net/in/index him) ‘Also, with e-commerce being the buzz word, a significant incre by the e-commerce there was a tremendo\ % 4451.5 crores in 20 ‘commerce giants like Flipkai ‘Amazon, Snapdeal, Paytm [OVERALL AD SPEND BY ECOMMERCE RNS Figure 6.1: Overall Ad Spend by E-Commerce Firms in 2015 and 2016 (Gource: MAP (TAM AdEx)