image

Solution of Assignment Synopsis & Project Dissertation Report


PRODUCT DETAILS

Online-Typing-and-Filling

Title Name Amity Solved Assignment BBA 4th Sem for ADVERTISING and SALES PROMOTION
University AMITY
Service Type Assignment
Course B.B.A
Semister Semester-IV Cource: B.B.A
Short Name or Subject Code ADVERTISING & SALES PROMOTION
Commerce line item Type Semester-IV Cource: B.B.A
Product Assignment of B.B.A Semester-IV (AMITY)

Solved Assignment


  Questions :-

                                                                                                           ADVERTISING & SALES PROMOTION

Section A

  1. Duncan defined Integrated Marketing Communication (IMC) as “the process for managing the customer relationships that drive brand value”. In this context, discuss the various factors responsible for the growing importance of IMC.
  2. Distinguish between five different forms of advertising, giving a specific example of each.
  3. How companies do their advertising campaign planning ? Explain each step in detail.
  4. Explain five functions of advertising
  5. Write notes on following (All questions to be answered. Minimum 1 full page for each question)
    1. Brand Parity
    2. Clutter
    3. Percentage and scheduling
    4. Flighting schedule of advertising
    5. Hierarchy of effects model
  6. What is the difference between the media planning and media buying? Briefly describe the various tasks of media planners and buyers
  7. What is the difference between the media planning and media buying? Briefly describe the various tasks of media planners and buyers
  8. What is puffery? Should a company use a great deal of puffery in its ads? Why or why not

Section B

CASE STUDY –

CADBURY CELEBRATIONS

All over the world, chocolate is one product that gets almost uniform recognition. This is the product which is normally targeted at the younger age groups across the world. Though, of course, there is no such specific age group that can restrict the target for chocolates. It is also universally true that chocolates are generally used for celebration; they signify sharing of joy and happiness. It is a perfect gift for all, irrespective of the age they belong to. But this scenario does not hold true to the fullest in the Indian context. India is different with respect to culture, ethnicity, consumer outlook, festivities, etc. Hence, internationally-marketed products are advertised differently here. Cadbury India Ltd., which has a global presence, stresses extensively on the media and advertising. The advertisements are innovative and customer-focused.

Ethnicity and culture are largely country-specific and region-specific. It is difficult to set the framework to decide the cultural and ethnic appeals for a particular customer segment. But there are certain ethnic aspects which connect cultures despite their variations in caste, religion and race. It is interesting to note that these aspects design the advertising and positioning strategies for a product such as chocolate.

India is very peculiar in its eating habits. The food preparation though different in various regions and cultures, there is one common thread that binds, i.e., sweet. The sweets are particularly homemade and very different from the sweets the world over. Many are freshly made and consumed in a very short time span. The variety is wide and the occasions are numerous. With this backdrop, Cadbury, one of the oldest chocolate manufacturers in the world, has made its entry into Indian market with its unique positioning strategies through innovative advertisements. It has not only been able to establish itself as the largest chocolate manufacturer in the country, but has made a silent entry to eat a small chunk of share of the Indian sweet market. Its advertisements give a fine insight into how the advertisements stride into the culture and ethnicity of India. The eating habits of the Indians are different from other nations in many aspects. Their taste for sweets is also different. The kind of sweets to be offered on differentoccasions is also region-specific or custom-driven. In the light of this distinctiveness, the positioning of Cadbury ‘Celebrations’ is very unique. Its advertisement has been able to catch up on the Raksha Bandhan Festival very well. There is a tradition across the nation for a girl to tie a rakhi to her brother and, in turn, he gives her a gift and sweet box. The sweet box over here is being replaced by the chocolate box of Cadbury’s ‘Celebrations’, a different kind of chocolate. This advertisement does not only ensure that the chocolates will be an integral part of raksha bandhan henceforth, but also makes a silent entry to fall into the category of Indian sweets.

One of the advertisements unearths a very embarrassing situation which most Indians are exposed to. There are many occasions during which the gifts have to be offered according to the customs and as per the decorum goes these gifts are not to be opened in front of the guests unlike in many other countries. This supports passing on of the unwanted gifts and then a situation arises when the same gift comes back to the original giver after passing many hands.

The advertisement of Cadbury ‘Celebrations’ pinpoints this particular episode very elaborately. It also whispers in the ears of those Indians about certain black patches in the name of culture which we can avoid. Though sweets are meant for festivals and celebrations they can become a part of any moment which brings joy. This is the theme of Cadbury’s Dairy Milk (CDM) famous advertisement. There are many peculiarities about this copy. Firstly it, associates any happy moment with chocolate for all the age groups for any small moment of joy, say the arrival of new neighbor, or the first sign of mustache for a teenager or getting a new bike for college going friend. One more important aspect depicted in it is about the friend breaking the CDM on the new bike as a replacement of coconut. The picturization of such situations takes the direct entry   into the minds of all the customer segments with different mindsets. Cadbury Dairy Milk (CDM) is the flagship product of Cadbury. Hence, it is advertised in many different ways. Here is one more instance of how it has entered into the hearts of rural India. The advertisement talks about ‘Miss Palampur’, a title won by the cow owned by a farmer, and the villagers are happily distributing sweets, i.e., CDM. Bollywood actor Amitabh Bachchan, who is featured as the proud owner of Radha, the cow, ends the commercial saying that she will appear in the films next year. This masterpiece projects the psyche of rural masses. Distributing CDM in place of sweets is again a unique feature. All the advertisements of ‘Celebrations’ series of Cadbury are unique. They make a smooth entry for perfect gift on occasions such as Deepavali which cannot be celebrated without sweets. Though chocolate does not fall into the category of Indian sweets, Cadbury Celebrations Dry Fruit collection certainly rinds the perfect place. The giggle, Rishtey pakne do with Amitabh Bachchan makes it more attractive. This is a unique way of acclimatizing advertising strategies with the deep understanding of ethnic marketing. Though the integral part of Deepavali celebrations is sweets ‘Celebrations Dry Fruit Chocolate Box’ has received an overwhelming welcome on the festive occasion. The hilarious piece of advertisement for Perk is an instance of how valuable mythological reference can be. Bollywood actress Preity Zinta requests Yamraj to pull her up while she is falling down in a valley. She removes Perk from her pocket and since Yamraj is tempted to eat it himself, he forgets about her time of departure from this material world. It ends with the association of Yam to Yummy. This advertisement, though a bit cynical about the Indian mythology, gives an insight into how ethnic aspects can be incorporated in the advertisements of non-indigenous products, so that they can secure a place in the minds of the target audience.

Advertising in itself is an attention-grabbing field for research. The television commercials are all the more appealing since the picturization of a situation connects the customers directly.

Various cultural aspects facilitate the viewers to get into the roles of the personalities portrayed in the advertisements. Since the personalities in the commercials are a direct reflection of the viewers, the impact of these advertisements is many folds. The recall level also is high with these commercials. This also allows the viewers to associate and reconfirm their own feelings. In turn, the brand image gets crystallized in the minds of the consumer to allow them to evaluate the brand against the competitor brands. Cadbury’s advertisements are unique in many ways since they associate and focus on many ethnic features from the Indian ethos. The advertisements, being brandspecific, provide the flexibility and creativity. In turn, they connect to various customer segments very well, which provides larger scope for accommodating a variety of customer segments for different brands.

  1. The advertising message is also governed by the creative strategy used to arrive at the message. Discuss the various types of creative strategies that Cadbury can use in its advertising campaigns (Answer must be spread in minimum 2 -3 complete pages with calculations, tables, pictures, graphs etc., as applicable)

Section C

  1. Section C

    1. Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor is called---
      1. Publicity
      2. Sales promotion.
      3. Advertising
      4. Personal selling.
    1. Advertising that promotes a specific brand´s features and benefits is---
      1. Institutional
      2. Hierarchical
      3. Pioneering
      4. Competitive

     

    1. Reminder advertisements are especially effective for products in which stage of the product life cycle?
      1. Introduction
      2. Growth
      3. Maturity
      4. Maturity
    2. A concern when using sex appeal is---
      1. What men find sexy, women don´t.
      2. What women find sexy, men don´t.
      3. Sex appeal fails to gain audience attention.
      4. The sex appeal of the ad distracts the audience from the product.
    3. Billboard advertising is most effective for which type of advertisement?
      1. Pioneering
      2. Advocacy
      3. Reminder
      4. Comparative
    4. The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening. What is the term for this incentive offer?  
      1. Mass-market communication
      2. Customer-oriented encoding
      3. Consumer-oriented sales promotion
      4. Consumer encoding
    5. Which type of sales promotion is used when a manufacturer places one small bottle of shampoo in a clear bag and hangs it from the door of each house in a neighborhood?
      1. A sample
      2. A deal
      3. A premium
      4. A point-of-purchase display
    6. Sales tools used to support a company´s advertising and personal selling directed to wholesalers, retailers, or distributors are called---
      1. Trade-oriented sales promotions
      2. Consumer promotions
      3. Manufacturers’ promotions
      4. Sales promotions
    1. The increasing efforts by advertising agencies, trade associations, and marketing associations to impose standards upon themselves that reflect the values of society are called---  
      1. Self-regulation
      2. Business practice.
      3. Ethics.
    2. Reimbursing a retailer for extra in-store support or special featuring of--- the brand is called
      1. Promotional allowance
      2. Merchandise allowance
      3. Case allowance
      4. Finance allowance.
    3. A concern when using humor appeal is---
      1. What adults find humorous, children do not.
      2. What children find humorous, adults do not.
      3. Most humorous advertisements make someone feel offended.
      4. Humor tends to bore consumers quickly, causing "wearout."
    4. The objective of distributing coupons is/are to---
      1. Stimulate demand.
      2. Stimulate demand.
      3. Encourage present customers to buy more, and minimize brand switching behaviour.
      4. Encourage new product trial.
    5. The objective of using premiums is to:
      1. Encourage customers to return frequently or to use more of the product, and to build goodwill.
      2. Increase trial and retaliate against competitors´ actions.
      3. Encourage present customers to buy more; minimize brand switching behaviour.
      4. Encourage new product trial.
    6. The objective of using contests is to---
      1. Stimulate demand.
      2. Increase trial and retaliate against competitors´ actions.
      3. Encourage present customers to buy more; minimize brand switching behaviour
      4. Encourage new product trial.
    7. DAGMAR stands for---
      1. Dealing with advertising goals for measured advertising ratings
      2. Defining adverting goals for measured advertising results
      3. Describing advertising goals for measured advertising results
      4. None of the above
    8. All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as---  
      1. Sponsorship
      2. Advertising
      3. Personal selling
      4. Sales promotion
    1. Which one of the following is the greatest obstacle to implementing integrated marketing communications?
      1. Few providers of marketing communications services have the skills to execute IMC programs
      2. There is a lack of interest in IMC by top management.
      3. The cost for implementing an IMC program is difficult to justify.
      4. Little can be gained by coordinating the various marketing communications elements
    2. A detergent that advertises how clean it gets clothes is appealing to the __________ consumer need.
      1. Functional
      2. Symbolic
      3. Biological
      4. Utilitarian
    3. The process of translating thought into a symbolic form is known as ___________.
      1. Encoding
      2. Feedback
      3. Noise
      4. Decoding
    4. By definition, ____ simply means that consumers come in contact with the marketer´s message
      1. Perception
      2. Exposure
      3. Attention
      4. Comprehension
    5. Which of the following is NOT a requirement for setting advertising objectives?  
      1. Objectives must specify the amount of change.
      2. Objectives must be stated in terms of profits.
      3. Objectives must be realistic
      4. Objectives must be internally consistent.
    6. A (n) __________ advertising objective is aimed at achieving communication outcomes that precede behavior.  
      1. Precise
      2. Planned
      3. Indirect
      4. Direct
    7. The first step of the objective-and-task method is __________.   
      1. Assessing the communications functions
      2. Establishing specific marketing objectives that need to be accomplished
      3. Determining advertising´s role in the total communication mix
      4. Establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives
    8. A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the __________ method.
      1. Percentage-of-sales
      2. Arbitrary allocation
      3. Objective-and-task
      4. Competitive parity
    9. A good copy-testing system needs to provide measurements that are ____________.
      1. Relevant to the advertising objectives
      2. Relevant to the advertising objectives
      3. Relevant to the advertising media
      4. None of the above
    10. Strength of radio advertising is ___________.
      1. The ability to reach segmented audiences
      2. The ability to reach prospective customers on a personal and intimate level
      3. Low cost per thousand
      4. All of the above
    11. Which of the following is NOT a problem with television advertising?  
      1. Escalating advertising costs
      2. Erosion of television viewing audiences
      3. Substantial audience fractionalization
      4. Inability to achieve impact
    12. The concept of effective reach states that fewer exposures to advertisements are required
      1. When humor is used
      2. When comparative advertising is used
      3. For brands with higher market shares and greater customer loyalty
      4. For expensive products
    13. n a _________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period
      1. Flighting
      2. Dated
      3. Plotted
      4. Pulsing
    14. Which method of setting an advertising budget relies on analyzing competitors´ spending?  
      1. Percentage-of-sales method
      2. Objective-and-task method
      3. Competitive-parity method
      4. Affordable method
    15. Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.
      1. using humor to capture audience attention and interest
      2. the competitive-parity method of setting a promotion budget
      3. media planning
      4. the affordable method of setting a promotion budget
    16. The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers?
      1. Consumers have difficulty attending to specific advertising messages due to advertising clutter.
      2. Advertising is becoming more expensive
      3. Consumers are watching less television.
      4. Audiences are less interested in media consumption
    17. Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.
      1. Customer benefits
      2. Emotions
      3. Sales promotions
      4. Advertising specialties
    18. Which of the following is not one of the major steps in media selection?
      1. Selecting specific media vehicles
      2. Choosing among major media types.
      3. Deciding on reach, frequency, and impact.
      4. Deciding on format elements
    19. Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.  
      1. Hard hitting
      2. Sequencing
      3. Continuity
      4. Pulsing
    20. ________ use several tools, including the news, speeches, and special events.    
      1. Public relations professionals
      2. Media planners
      3. Advertising specialists
      4. Advertising agencies
    21. Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.
      1. Sales promotion
      2. Direct marketing
      3. Public relations
      4. Personal selling
    22. You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of ________.
      1. Reach
      2. Engagement
      3. Impact
      4. Frequency
    23. A brand´s advertising budget is often dependent upon the stage of the product life cycle that it occupies. What stage would a product be in typically if large amounts of money were being spent to develop awareness and persuade consumers to try the product?  
      1. Decline phase.
      2. Introductory phase
      3. Mature phase.
      4. Growth stage
    24. A marketing services firm that assists companies in planning, preparing, implementing and executing all or portions of their advertising programmes is called---
      1. A company
      2. An ad agency
      3. A retail outlet
      4. A distributo
  Answers :-

                                                                                                                                 ADVERTISING & SALES PROMOTION

 

  1. Duncan defined Integrated Marketing Communication (IMC) as “the process for managing the customer relationships that drive brand value”. In this context, discuss the various factors responsible for the growing importance of IMC.

ANS:-

Communication

“Transmitting, receiving, and processing information”

  • Sender,
  • Receiver
  • Encoding, Decoding
  • Transmission Device

IMC Defined

“The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost”

A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional] methods to reinforce each other.

4 Stages of cultivating IMC SUCCESS

    1. Identify, coordinate and manage all forms of external communication
    2. Extend scope of communication to include everyone touched by the organization
    3. Using IT to infuse “customer input” into the plan. Db development/tracking/analysis.
    4. Treating IMC as an investment rather than a departmental function.

Factors Affecting IMC

  • Information Technology
  • Changes in Channel Power
  • Increases in Competition
  • Brand Parity
  • Integration of Information
  • Decline in Mass Media Effectiveness

Components of integrated marketing communications

IMC weaves diverse aspects of business and marketing together. These include:

  • Organizational culture

The organization´s vision and mission, Attitudes and behaviors of employees &partners, Communication within the company

  • Four C´s

Consumer, Cost, Convenience, Communication

  • Advertising

Broadcasting/mass advertising: broadcasts, print, internet advertising, radio, television commercials ,Outdoor advertising: billboards, street furniture, stadiums, rest areas, subway advertising, taxis, transit, Online advertising: mobile advertising, email ads, banner ads, search engine result pages, blogs, newsletters, online classified ads,

  • Direct marketing: direct mail, telemarketing, catalogs, shopping channels, internet sales, emails, text messaging, websites, online display ads, fliers, catalog distribution, promotional letters, outdoor advertising, telemarketing, coupons, direct mail, direct selling, grassroots/community marketing, mobile, Online/internet marketing

E-commerce

Search engine optimization (SEO), Search engine marketing (SEM), Mobile Marketing, Email marketing, Content marketing

Social Media (Facebook, Twitter, LinkedIn, Google +, Foursquare, Pinterest, YouTube, Wikipedia, Instagram)

  • Sales &customer service

Sales materials (sell sheets, brochures, presentations) ,Installation, customer help, returns & repairs, billing

  • Public Relations

Special events, interviews, conference speeches, industry awards, press conferences, testimonials, news releases, publicity stunts, community involvement, charity involvement & events

  • Trade shows

Booths, product demonstrations

Model and stages

Frequently, models stress the importance of blending various marketing tools to maximize the customer experience and value. IMC models also often emphasize the lack of a specific hierarchy of importance in the IMC stages: all components of the model play an equally important role and a company may or may not choose to immediately implement any or all of the integration strategies

Level 1: Tactical Coordination and Marketing Communications Initial IMC focus is on the tactical coordination of diverse marketing such as advertising, promotion, direct response, public relations, and special events. This level focuses on delivering “one sight, one sound” via marketing communication.

Level 2: Redefining the Scope of Marketing Communication The organization begins to examine communications from the customer’s point of view. Marketing communication begins to give consideration to all sources of brand and company contact a customer has with the product or service. Management broadens the scope of communication activities to encompass and coordinate internal marketing employees, suppliers, and other business partners and align with the existing external communication programs.

Level 3: Application of Information Technology An organization’s application of empirical data using information technology to provide a basis identity, value, and monitor the impact of integrated internal and external communication programs to key customer segments over time.

Level 4: Financial and Strategic Integration The emphasis shifts to using the skills and data generated in the earlier stages to drive corporate strategic planning using customer information and insights. Organizations re-evaluate their financial information infrastructure

Importance of integrated marketing communications

A few examples help illustrate the growing importance of integration:

Search marketing: When someone is considering buying a product or service they will often conduct an online search. What they find, on Google and other search engines, as well as information from news sites, review sites, directories, videos and place-based searches, are presented together, so like it or not, there is a level of integration. The online experience will affect their attitudes towards a brand and their behavior.

Accessibility and convenience: Consumers expect information and services that relate to a brand to be conveniently accessible via its website. For instance when a consumer visits Virgin.com they are able to book a flight, manage their money, top up their mobile phone plan or find up-to-date news about the company.

Aggregation of information and services: The traditional demarcation between a company, its suppliers and customers has become confused. For instance the Apple iTunes app store aggregates software and information from app makers, along with reviews provided by consumers. Product promotion, delivery, service and information from many different sources are seamlessly presented together.

Social media: Traditionally businesses were largely in control of their brand communications. Now brand communications are multidirectional as consumers can easily share, comment and create content. Brands can use this to their advantage by creating appealing content. For instance Unilever’s campaign for Dove, The Dove Real Beauty Sketches went viral with over 54 million views on YouTube.

Growth of mobile: The growing penetration of smartphones with fast internet connectivity means that marketers need to take into consideration integration between the online experience and place-based experiences. For instance when a consumer downloads the Target app they are able to receive coupons to their mobile phone and redeem them at the checkout by presenting the coupon barcode to the cashier

Solve by www.solvezone.in contact for more detail - 8882309876

 

  1. Distinguish between five different forms of advertising, giving a specific example of each.

ANS:-

Advertising gets to people through different forms of communication. Newspapers, magazines and direct mail belong to print media. TV, radio and the Internet are among the most important electronic media.

Newspapers

Almost half of a newspaper is made up of ads. Local papers have ads of local companies, but nationwide newspapers also advertise products that are sold all over the country. Most papers are published daily so new ads , like products on sale or movie openings can be placed every day. Newspapers sell advertising space in all sections of their paper. In most cases ads of products will be put in the section they are related to.

Display ads are big ads that can take up from a few cm to a full page . Classified ads appear in a separate section of a newspaper .

Magazines

Magazines mostly appear all over the country and are used by national advertisers. In contrast to newspapers they are read when people have more time. They are kept for a few weeks or even months. Better printing quality and colour ads are among the advantages of magazines.

Many special magazines are made for groups of people. The ads that appear there are especially for these groups. A computer magazine, for instance , may have many ads related to computers, printers or scanners.

Direct Mail

Direct mail consists of leaflets, brochures , catalogs or letters, that are mailed directly to people. Mail-order companies profit from this kind of advertising. Some mailing lists send information to all the people others only have special lists according to the jobs that people have or their age or income. Direct mail costs a lot of money, but advertising companies can be sure that they will reach the people.

Radio

Local advertisers place about 70 per cent of advertising on the radio. An advantage of radio is that people listen to programs while doing other things. In some cases radios are on the whole day. Commercials last about 30 seconds. Radio stations are more specialized in what they broadcast. One radio station offers pop music and has a younger listening audience; the other may broadcast classical music with older listeners. The ads can be chosen according to the group of people who listen

Outdoor signs

Large colourful outdoor signs can easily catch the attention of by-passers. But these ads must be short and simple because viewers see them only for a few seconds.

The main signs are posters, billboards and electronic displays. Billboards are owned by local companies that rent them to advertisers. Sometimes ads are painted on buildings. Electronic billboards have large displays where ads change very quickly. They are the most expensive kind of outdoor signs

Television

Televisioncombines sound and moving images. It is one of the most expensive forms of advertising, but on the other hand it reaches a very wide audience. Advertisers buy time from TV stations to broadcast their commercials. This time is cheaper at times when fewer people watch TV, as in the early morning hours and gets very expensive during prime time evening shows. Sometimes advertisers pay a lot of money to get their ads on TV during special programmes, like the Olympic Games or the Super Bowl.

Some TV stations also sell advertisers product placements. For example a brand of pizza can a car can appear in a scene of a TV show.

Internet

Internet advertising is becoming more and more important. Especially young people spend less time watching TV and more time on the Internet. The Internet has the advantage of being available to people around the world at all times.

Ads range from banners to pop-ups. Companies that spend a lot of money on advertising often create their own Internet site for a certain product. Web users are often asked to fill out a form that asks them about their daily routines, where they live, how old they are, how much they earn etc.. Companies use this information to find out what kind of people visit their websites. Sometimes ads are sent via email. Because a lot of unwanted emails (spam) are sent throughout the world many people don’t like this.

 

  1. How companies do their advertising campaign planning ? Explain each step in detail

ANS:-

Advertising campaigns are the groups of advertising messages which are similar in nature. They share same messages and themes placed in different types of medias at some fixed times. The time frames of advertising campaigns are fixed and specifically defined.

The very prime thing before making an ad campaign is to know-

Why you are advertising and what are you advertising ?

Why refers to the objective of advertising campaign. The objective of an advertising campaign is to

  • Inform people about your product
  • Convince them to buy the product
  • Make your product available to the customers

The reasons behind a campaign

Many businesses launch advertising campaigns simply to boost sales or increase brand awareness.

The launch of a new product will almost certainly require you to step up your advertising.

New businesses will want to consider some form of advertising just to let people know they exist. You could consider an introductory offer to give people an incentive to visit or call.

The process of making an advertising campaign is as follows:

  1. Research: first step is to do a market research for the product to be advertised. One needs to find out the product demand, competitors, etc.
  2. Know the target audience: one need to know who are going to buy the product and who should be targeted.
  3. Setting the budget: the next step is to set the budget keeping in mind all the factors like media, presentations, paper works, etc which have a role in the process of advertising and the places where there is a need of funds.
  4. Deciding a proper theme: the theme for the campaign has to be decided as in the colors to be used, the graphics should be similar or almost similar in all ads, the music and the voices to be used, the designing of the ads, the way the message will be delivered, the language to be used, jingles, etc.
  5. Selection of media: the media or number of Medias selected should be the one which will reach the target customers.
  6. Media scheduling: the scheduling has to be done accurately so that the ad will be visible or be read or be audible to the targeted customers at the right time.
  7. Executing the campaign: finally the campaign has to be executed and then the feedback has to be noted.

Mostly used media tools are print media and electronic media. Print media includes newspaper, magazines, pamphlets, banners, and hoardings. Electronic media includes radio, television, e-mails, sending message on mobiles, and telephonic advertising. The only point to remember is getting a proper frequency for the ad campaign so that the ad is visible and grasping time for customers is good enough.

All campaigns do not have fix duration. Some campaigns are seasonal and some run all year round. All campaigns differ in timings. Some advertising campaigns are media based, some are area based, some are product based, and some are objective based. It is seen that generally advertising campaigns run successfully, but in case if the purpose is not solved in any case, then the theory is redone, required changes are made using the experience, and the remaining campaign is carried forward.


Solve by www.solvezone.in contact for more detail - 8882309876

 

 

  1. Explain five functions of advertising

ANS:-

The reasons behind a campaign

Many businesses launch advertising campaigns simply to boost sales or increase brand awareness.

The launch of a new product will almost certainly require you to step up your advertising.

New businesses will want to consider some form of advertising just to let people know they exist. You could consider an introductory offer to give people an incentive to visit or call.

DEFINITION

According to Wheeler, "Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducting people to buy."

According to Richard Buskirk, "Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor."

The main features of advertise are as under:

  • It is directed towards increasing the sales of business.
  • Advertising is a paid form of publicity
  • It is non-personal. They are directed at a mass audience and nor at the individual as is in the case of personal selling.
  • Advertisement are identifiable with their sponsor of originator which is not always the case with publicity or propaganda.

Objective / Functions of advertising

The purpose of advertising is nothing but to sell something -a product, a service or an idea. The real objective of advertising is effective communication between producers and consumers. The following are the main objectives of advertising:

Preparing Ground for New Product

New product needs introduction because potential customers have never used such product earlier and the advertisement prepare a ground for that new product.

Creation of Demand

The main objective of the advertisement is to create a favorable climate for maintaining of improving sales. Customers are to be reminded about the product and the brand. It may induce new customers to buy the product by informing them its qualities since it is possible that some of the customers may change their brands.

Facing the Competition

Another important objective of the advertisement is to face to competition. Under competitive conditions, advertisement helps to build up brand image and brand loyalty and when customers have developed brand loyalty, becomes difficult for the middlemen to change it.

Creating or Enhancing Goodwill: Large scale advertising is often undertaken with the objective of creating or enhancing the goodwill of the advertising company. This, in turn, increases the market receptiveness of the company´s product and helps the salesmen to win customers easily.

Informing the Changes to the Customers

Whenever changes are made in the prices, channels of distribution or in the product by way of any improvement in quality, size, weight, brand, packing, etc., they must be informed to the public by the producer through advertisement.

Neutralizing Competitor´s Advertising

Advertising is unavoidable to complete with or neutralize competitor´s advertising. When competitors are adopting intensive advertising as their promotional strategy, it is reasonable to follow similar practices to neutralize their effects. In such cases, it is essential for the manufacturer to create a different image of his product.

Barring New Entrants

From the advertiser´s point of view, a strongly built image through long advertising helps to keep new entrants away. The advertisement builds up a certain monopoly are for the product in which new entrants find it difficult to enter.

In short, advertising aims at benefiting the producer, educating the consumer and supplementing the salesmen. Above all it is a link between the producer and the consumer.

 

 

  1. Write notes on following (All questions to be answered. Minimum 1 full page for each question)
    1. Brand Parity

ANS:-

A brand metric which measures the perceived similarity/difference between brands competing in the same category. The similarity/difference varies widely from category to category (e.g.: Consumers may view differences between gasoline brands Shell and BP as being marginal, while they may see differences between motorcycle brands Harley Davidson and Suzuki as being extreme).

 

  1. Clutter

ANS:-

Advertising or marketing clutter refers to the large volume of advertising messages that the average consumer is exposed to on a daily basis. This phenomenon results from a marketplace that is overcrowded with products leading to huge competition for customers.

Clutter (marketing), numerous advertisements, announcements and promotions in media and radio, unrelated to the main presentation

Marketing clutter is a major problem for marketers and advertisers, as it is becoming increasingly difficult to be noticed using conventional mass-media. This intense competition has led to the emergence of more innovative methods of promoting businesses such as guerrilla marketing, viral marketing and experiential marketing.

 

  1. Percentage and scheduling

ANS:-

PERCENTAGE OF SALES METHOD Due to its simplicity, the percentage of sales method is the most commonly used by small businesses. When using this method an advertiser takes a percentage of either past or anticipated sales and allocates that percentage of the overall budget to advertising. Critics of this method, though, charge that using past sales for figuring the advertising budget is too conservative and that it can stunt growth. However, it might be safer for a small business to use this method if the ownership feels that future returns cannot be safely anticipated. On the other hand, an established business, with well-established profit trends, will tend to use anticipated sales when figuring advertising expenditures. This method can be especially effective if the business compares its sales with those of the competition (if available) when figuring its budget.

MEDIA SCHEDULING

Once a business decides how much money it can allocate for advertising, it must then decide where it should spend that money. Certainly the options are many, including print media (newspapers, magazines, direct mail), radio, television (ranging from 30-second ads to 30-minute infomercials), and the Internet. The mix of media that is eventually chosen to carry the business´s message is really the heart of the advertising strategy.

SELECTING MEDIA The target consumer, the product or service being advertised, and cost are the three main factors that dictate what media vehicles are selected. Additional factors may include overall business objectives, desired geographic coverage, and availability (or lack thereof) of media options.

SCHEDULING CRITERIA As discussed by Hiam and Schewe, there are three general methods advertisers use to schedule advertising: the Continuity, Flighting, and Massed methods

  • Continuity—This type of scheduling spreads advertising at a steady level over the entire planning period (often month or year, rarely week), and is most often used when demand for a product is relatively even.
  • Flighting—This type of scheduling is used when there are peaks and valleys in product demand. To match this uneven demand a stop-and-go advertising pace is used. Notice that, unlike "massed" scheduling, "flighting" continues to advertise over the entire planning period, but at different levels. Another kind of flighting is the pulse method, which is essentially tied to the pulse or quick spurts experienced in otherwise consistent purchasing trends.
  • Massed—This type of scheduling places advertising only during specific periods, and is most often used when demand is seasonal, such as at Christmas or Halloween.

 

 

  1. Flighting schedule of advertising

ANS:-

Flighting is an advertising term for a timing pattern in which commercials are scheduled to run during intervals that are separated by periods in which no advertising messages appear for the advertised item. Any period of time during which the messages are appearing is called a flight, and a period of message inactivity is usually called a "hiatus".

The advantage of the flighting technique is that it allows an advertiser who does not have funds for running spots continuously to conserve money and maximize the impact of the commercials by airing them at key strategic times.

Advertisers will often employ less costly media such as radio or newspaper during a television flighting hiatus. This method of media planning allows the messages and themes of the advertising campaign to continue to reach consumers while conserving advertising funds

 

 

  1. Hierarchy of effects model

ANS:-

The Hierarchy of Effects Model was created in 1961 by Robert J Lavidge and Gary A Steiner. This marketing communication model, suggests that there are six steps from viewing a product advertisement (advert) to product purchase. The job of the advertiser is to encourage the customer to go through the six steps and purchase the product.

The six steps are as follows:

Awareness

The customer becomes aware of the product through advertising. This is a challenging step, there is no guarantee that the customer will be aware of the product brand after they view the advert. Customers see many adverts each day but will only remember the brand of a tiny fraction of products.

Knowledge

The customer begins to gain knowledge about the product for example through the internet, retail advisors and product packaging. In today´s digital world this step has become more important as consumers expect to gather product knowledge at the click of a button. Consumers will quickly move to competitor brands if they do not get the information they want. The advertiser´s job is to ensure product information is easily available.

Liking

As the title states, this step is about ensuring that the customer likes your product. As an advertiser what features can you promote to encourage the customer to like your product?

Preference

Consumers may like more than one product brand and could end up buying any one of them. At this stage advertisers will want the consumer to disconnect from rival products and focus on their particular product. Advertisers will want to highlight their brand´s benefits and unique selling points so that the consumer can differentiate it from competitor brands.

Conviction

This stage is about creating the customer´s desire to purchase the product. Advertisers may encourage conviction by allowing consumers to test or sample the product. Examples of this are inviting consumers to take a car for a test drive or offering consumers a free sample of a food product. This reassures consumers that the purchase will be a safe one.

Purchase

Having proceeded through the above stages, the advertiser wants the customer to purchase their product. This stage needs to be simple and easy, otherwise the customer will get fed up and walk away without a purchase. For example a variety of payment options encourages purchase whilst a complicated and slow website discourages purchases.

Six Steps and Behaviour

Lavidge and Steiner suggested that the six steps can be split into three stages of consumer behaviour: cognitive, affective and conative. The job of the advertiser is to promote the three behaviours.

  • Cognitive (thinking) so that the consumer becomes product aware and gathers product knowledge
  • Affective (feeling) so that the consumer likes the product brand and has conviction in it
  • Conative (behaviour) so that the consumer buys the product brand

Conclusion

This model is known as a "hierarchy" because the number of consumers moving from one stage to the next reduces, as you move through the model. There may be a lot of consumers that see the product advert but not everyone will make a purchase. It takes a lot of work to take a consumer from awareness to the final stage of purchase, so businesses need to ensure that they try their utmost to get customers from conviction to complete the final stage of purchase.

 

  1. What is the difference between the media planning and media buying? Briefly describe the various tasks of media planners and buyers

ANS:-

Media planning is generally the task of a media agency and entails finding media platforms for a client´s brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives.

In the process of planning, the media planner needs to answer questions such as:

  • How many of the audience can be reached through the various media?
  • On which media (and ad vehicles) should the ads be placed?
  • How frequent should the ads be placed?
  • How much money should be spent in each medium?

Choosing which media or type of advertising to use is sometimes tricky for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area (although local newspapers can be used). Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Metropolitan radio stations present the same problems as TV and metro newspapers; however, in smaller markets, the local radio station and newspaper may sufficiently cover a small firm´s audience.

Components of a media plan

  • Define the marketing problem. Where is the business coming from and where is the potential for increased business? Does the ad need to reach everybody or only a select group of consumers? How often is the product used? How much product loyalty exists?
  • Translate the marketing requirements into media objectives. Must the ad reach people in a wide area? Then mass media, like newspaper and radio, might work. If the target market is a select group in a defined geographic area, then direct mail could be best.
  • Define a media solution by formulating media strategies. For example, the rule of thumb is that a print ad must run three times before it gets noticed. Radio advertising is most effective when run at certain times of the day or around certain programs, depending on what market is being reached.

Media planning some major steps that include:

 1-targeting .

 2 - Environmental Scan

 3 Understand the audience

 4 Determination of content

 5 Control

 

Advertising media includes

  • Social (Facebook, Twitter, Instagram, Pinterest, etc.)
  • Television ( TVC, television commercial)
  • Radio (AM, FM, XM, Pandora, Spotify)
  • Newspapers
  • Magazines (consumer and trade)
  • Outdoor billboards
  • Ambient experiential
  • Public transportation
  • Direct mail (DM)
  • Digital advertising (such as web-based, mobile and mobile applications)
  • Search Engine Marketing (SEM, keyword marketing in search engines)
  • Specialty advertising (on items such as matchbooks, pencils, calendars, telephone pads, shopping bags and so on)
  • Other media (catalogs, samples, handouts, brochures, newsletters and so on)

Media buying

Media buying, a sub function of advertising management, is the procurement of media real estate at an optimal placement and price. The main task of media buying lies within the negotiation of price and placement to ensure the best possible value can be secured for an advertisement. The type of people who negotiate the price of these advertisements are labeled "Media Buyers" in the workplace. Increasingly, the job of a Media Buyer online is being done in real-time with advanced algorithms

How has media planning and buying changed over the years?

Historically, the roles ofmedia planning and buyingwere quite close and often held by the same person within a media agency. Today however sees media planning and buying as two related, though separate, specialized job functions within a media business.

The main difference betweenmedia planning and buyingis that the planning side focuses on understanding what media a client´s target customer reads, watches, interacts with or hears to develop a strategic plan of relevant advertising opportunities.

Media buying focuses on securing those media advertising opportunities at the best position and price for the client.

With the increased fragmentation of media channels and the promiscuous consumption of media by consumers, many agencies are starting to eschew the traditional media planning and buying function for a more holistic and integrated approach to placing a client´s message. For more information, please read about our communications planning service

 

  1. What criteria can be used to help a company decide between an in-house advertising group and hiring an external advertising agency?

ANS:-

Introduction

Advertising is a key element of an organisation’s promotional activities. The American Marketing Association defines advertising as “a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor”.

Firms may decide that they would like to employ an external firm to carry out advertising for them or they may decide to do it themselves i.e. in house. The external firm is known as an advertising agency and their core business is to carry out advertising activities on behalf of other organisations. Examples of international advertising agencies are WPP and Omnicom group.

Advertising Agency Service Options

Advertising agencies offer:

  • A full service where they handle all elements of a client’s advertising or promotional campaign.
  • Limited service where the client retains some responsibility for advertising campaigns and the agency deals with the specialist elements of the campaign.-

The type of service selected by the organisation will depend on their budget and needs. A full service option is expensive but ideal when money is not an issue and the firm do not have time nor in- house expertise, to carry out promotional activities. Limited service is useful when budgets are limited or the firm wants to use an agency that is experienced and successful in a particular advertising activity.

Types of advertising agencies

Full service agencies

These agencies are involved in planning, creating, producing advertisements, performing research and selecting media. Some full service agencies also provide non-advertising related services including strategic market planning, direct market promotion programs, interactive marketing and web site design, and public relations. The importance of the various functions provided by a full service agency will depend upon the client.

Creative agencies

Creative agencies specialize in "creative" or design-based business models and are also known as a "creative boutique". Their basic interest is in the creation of the advertisement or branding. Other ("full-service") agencies offer design in conjunction with media buying. Media agencies concentrate on media buying.

Specialized agencies

These agencies specialized in a particular activity of the whole communication process. They may specialize in certain functions (copy, art, media), audiences (minority youth) or industries (health, computers) or in a marketing communication area (direct marketing, sales promotion, public relation). These type of agencies may serve one client only.

In-house advertising agencies

An In-House agency is a team within a company that focuses on selling the company´s product; they will handle all aspects of the brand.

Digital agencies (formerly known as interactive agencies or new media agencies)

Interactive agencies may differentiate themselves by offering a mix of web design / web development, search engine marketing, internet advertising/marketing, e-business/e-commerce consulting, or AR Advertising. Interactive agencies rose to prominence before traditional advertising agencies fully embraced the Internet. Offering a wide range of services, some of the interactive agencies grew very rapidly, although some have downsized just as rapidly due to changing market conditions. Today, the most successful interactive agencies are defined as companies that provide specialized advertising and marketing services for the digital space.

Social media agencies

Social media agencies specialize in promotion of brands in the various social media platforms like blogs, social networking sites, Q&A sites, discussion forums, and microblogs. The three key services of social media agencies are:

  • Social media marketing
  • Online reputation management

Healthcare communications agencies

Healthcare communications agencies specialize in strategic communications and marketing services for the Healthcare and Life Science industries.

Medical education agencies

Medical education agencies specialize in creating educational content for the healthcare and life science industries. These agencies typically specialize in one of two areas:

  • Promotional education – education and training materials tied to the promotion of a given product or therapy
  • Continuing medical education – accredited education and training materials created for continuing physician and medical professional education

Selecting Your Advertising Agency

The choice of advertising agency will depend on your budget and needs. Bearing this in mind organisations will need to select an agency that can understand their business, products, ethos, culture, objectives and create an advertising campaign that

  • Reflects these and
  • Responds to market needs and current trends

It is important to have an advertising campaign that contains both of these elements. Otherwise you will not feel that the advertising represents your organisation. If the advertising campaign is not based on current consumer trends then it will not be effective. Market needs and consumer wants are constantly changing it’s the advertising agency’s job to constantly research these and keep its knowledge up to date.

 

 

  1. What is puffery? Should a company use a great deal of puffery in its ads? Why or why not

ANS:-

What is Puffery This is biased information, but recognized and accepted by industry, regulators and consumers. the legitimate exaggeration of advertising claims to overcome natural consumer scepticism.its done to make your product look better than that of the competition.

Advertisers try to persuade people to buy a product or service through various methods.  A company may deliver an entertaining message about its product, compare the product to  a similar item, list facts about the product, or make vague claims about the product which  cannot be proved or disproved. This last method is known as "puffery" — the advertiser  "puffs up" the product to seem like more than it is. Puffery is not illegal and is a common  method used in advertising.

Puffery is language used in the promotion of a product which is designed to make the product seem more appealing with the use of claims which are usually subjective, bombastic, and difficult to prove. A classic example of puffery is a sign over a diner which proclaims that it has the hamburgers. Most nations have laws which freely permit companies to use puffery, distinguishing mere puffery from actual factual claims which could mislead consumers.

The key distinguishing feature of puffery is that consumers do not take it seriously. They may consider it when evaluating a product to decide whether or not to purchase it, but they understand that the claim is not literal. When batteries say that they “last forever,” for example, consumers understand that the batteries will eventually fail, but that they may have an unusually long life. Likewise, when a consumer buys the “world´s finest” luggage, he or she knows that the luggage may not actually be the finest in the world, because this would be difficult to determine.

Some people have suggested that the line between puffery and misleading claims may be crossed by some companies. When a soda company markets a “healthy” product, for example, lawyers may ask if consumers should take that to mean that the soda is healthier than comparative products or that the soda is actually good for them. If the claim is puffery, consumers understand that the soda is healthier than its competitors, but if it is a misleading claim, they may think that the soda confers health benefits.

In many regions, companies cannot be prosecuted for puffery, and lawyers may have to attack puffery and get it recategorized as a misleading claim in order to prove a case. If a consumer believes the language associated with a product and it fails to live up to the claim, the consumer might argue that he or she was persuaded by what appeared to be factual claims, while the defense attorneys might suggest that a reasonable person would understand that such claims were not literally plausible.

People have to watch out for this technique in the language used to promote products, because it can sometimes be difficult to identify puffery, and in some cases, companies may be obligated to include disclaimers to be sure that consumers understand that their claims are hyperbole. A cosmetics manufacturer, for example, cannot say that a facial scrub is like plastic surgery, unless it includes a disclaimer which states that results are not comparable to surgery. As a general rule, any subjective claim which would be difficult to verify should be treated as suspect.

 

Solve by www.solvezone.in contact for more detail - 8882309876

 

 

CASE STUDY –

CADBURY CELEBRATIONS

All over the world, chocolate is one product that gets almost uniform recognition. This is the product which is normally targeted at the younger age groups across the world. Though, of course, there is no such specific age group that can restrict the target for chocolates. It is also universally true that chocolates are generally used for celebration; they signify sharing of joy and happiness. It is a perfect gift for all, irrespective of the age they belong to. But this scenario does not hold true to the fullest in the Indian context. India is different with respect to culture, ethnicity, consumer outlook, festivities, etc. Hence, internationally-marketed products are advertised differently here. Cadbury India Ltd., which has a global presence, stresses extensively on the media and advertising. The advertisements are innovative and customer-focused.

Ethnicity and culture are largely country-specific and region-specific. It is difficult to set the framework to decide the cultural and ethnic appeals for a particular customer segment. But there are certain ethnic aspects which connect cultures despite their variations in caste, religion and race. It is interesting to note that these aspects design the advertising and positioning strategies for a product such as chocolate.

India is very peculiar in its eating habits. The food preparation though different in various regions and cultures, there is one common thread that binds, i.e., sweet. The sweets are particularly homemade and very different from the sweets the world over. Many are freshly made and consumed in a very short time span. The variety is wide and the occasions are numerous. With this backdrop, Cadbury, one of the oldest chocolate manufacturers in the world, has made its entry into Indian market with its unique positioning strategies through innovative advertisements. It has not only been able to establish itself as the largest chocolate manufacturer in the country, but has made a silent entry to eat a small chunk of share of the Indian sweet market. Its advertisements give a fine insight into how the advertisements stride into the culture and ethnicity of India. The eating habits of the Indians are different from other nations in many aspects. Their taste for sweets is also different. The kind of sweets to be offered on differentoccasions is also region-specific or custom-driven. In the light of this distinctiveness, the positioning of Cadbury ‘Celebrations’ is very unique. Its advertisement has been able to catch up on the Raksha Bandhan Festival very well. There is a tradition across the nation for a girl to tie a rakhi to her brother and, in turn, he gives her a gift and sweet box. The sweet box over here is being replaced by the chocolate box of Cadbury’s ‘Celebrations’, a different kind of chocolate. This advertisement does not only ensure that the chocolates will be an integral part of raksha bandhan henceforth, but also makes a silent entry to fall into the category of Indian sweets.

One of the advertisements unearths a very embarrassing situation which most Indians are exposed to. There are many occasions during which the gifts have to be offered according to the customs and as per the decorum goes these gifts are not to be opened in front of the guests unlike in many other countries. This supports passing on of the unwanted gifts and then a situation arises when the same gift comes back to the original giver after passing many hands.

The advertisement of Cadbury ‘Celebrations’ pinpoints this particular episode very elaborately. It also whispers in the ears of those Indians about certain black patches in the name of culture which we can avoid. Though sweets are meant for festivals and celebrations they can become a part of any moment which brings joy. This is the theme of Cadbury’s Dairy Milk (CDM) famous advertisement. There are many peculiarities about this copy. Firstly it, associates any happy moment with chocolate for all the age groups for any small moment of joy, say the arrival of new neighbor, or the first sign of mustache for a teenager or getting a new bike for college going friend. One more important aspect depicted in it is about the friend breaking the CDM on the new bike as a replacement of coconut. The picturization of such situations takes the direct entry   into the minds of all the customer segments with different mindsets. Cadbury Dairy Milk (CDM) is the flagship product of Cadbury. Hence, it is advertised in many different ways. Here is one more instance of how it has entered into the hearts of rural India. The advertisement talks about ‘Miss Palampur’, a title won by the cow owned by a farmer, and the villagers are happily distributing sweets, i.e., CDM. Bollywood actor Amitabh Bachchan, who is featured as the proud owner of Radha, the cow, ends the commercial saying that she will appear in the films next year. This masterpiece projects the psyche of rural masses. Distributing CDM in place of sweets is again a unique feature. All the advertisements of ‘Celebrations’ series of Cadbury are unique. They make a smooth entry for perfect gift on occasions such as Deepavali which cannot be celebrated without sweets. Though chocolate does not fall into the category of Indian sweets, Cadbury Celebrations Dry Fruit collection certainly rinds the perfect place. The giggle, Rishtey pakne do with Amitabh Bachchan makes it more attractive. This is a unique way of acclimatizing advertising strategies with the deep understanding of ethnic marketing. Though the integral part of Deepavali celebrations is sweets ‘Celebrations Dry Fruit Chocolate Box’ has received an overwhelming welcome on the festive occasion. The hilarious piece of advertisement for Perk is an instance of how valuable mythological reference can be. Bollywood actress Preity Zinta requests Yamraj to pull her up while she is falling down in a valley. She removes Perk from her pocket and since Yamraj is tempted to eat it himself, he forgets about her time of departure from this material world. It ends with the association of Yam to Yummy. This advertisement, though a bit cynical about the Indian mythology, gives an insight into how ethnic aspects can be incorporated in the advertisements of non-indigenous products, so that they can secure a place in the minds of the target audience.

Advertising in itself is an attention-grabbing field for research. The television commercials are all the more appealing since the picturization of a situation connects the customers directly.

Various cultural aspects facilitate the viewers to get into the roles of the personalities portrayed in the advertisements. Since the personalities in the commercials are a direct reflection of the viewers, the impact of these advertisements is many folds. The recall level also is high with these commercials. This also allows the viewers to associate and reconfirm their own feelings. In turn, the brand image gets crystallized in the minds of the consumer to allow them to evaluate the brand against the competitor brands. Cadbury’s advertisements are unique in many ways since they associate and focus on many ethnic features from the Indian ethos. The advertisements, being brandspecific, provide the flexibility and creativity. In turn, they connect to various customer segments very well, which provides larger scope for accommodating a variety of customer segments for different brands.

 

 

  1. The advertising message is also governed by the creative strategy used to arrive at the message. Discuss the various types of creative strategies that Cadbury can use in its advertising campaigns (Answer must be spread in minimum 2 -3 complete pages with calculations, tables, pictures, graphs etc., as applicable)

ANS:-

India is different with respect to culture, ethnicity, consumer outlook, festivities, etc. Hence, internationally-marketed products are advertised differently here. Cadbury India Ltd., which has a global presence, stresses extensively on the media and advertising.

Cadbury’s advertisements are unique in many ways since they associate and focus on many ethnic features from the Indian ethos. The advertisements, being brandspecific, provide the flexibility and creativity. In turn, they connect to various customer segments very well, which provides larger scope for accommodating a variety of customer segments for different brands.

With rising economic growth and urbanization, we realized that the Indian society is increasingly becoming insular. Relationships have been turning transactional. Even the gifting ritual has gone beyond passing along joy to achieving a selfish personal gain by sending gifts and flattering those who are important. With this perspective of tradition, Cadbury Celebrations decided to bring back the true emotion of gifting. It inspired people to think beyond themselves and reconnect with those who have made a difference in their lives, be it an old neighbor or a junior in office. Cadbury Celebrations asked people, Iss Diwali aap kise khush karenge

  • The advertisements are innovative and customer-focused.

The kind of sweets to be offered on different occasions is also region-specific or custom-driven. In the light of this distinctiveness, the positioning of Cadbury ‘Celebrations’ is very unique. Its advertisement has been able to catch up on the Raksha Bandhan Festival very well. There is a tradition across the nation for a girl to tie a rakhi to her brother and, in turn, he gives her a gift and sweet box. The sweet box over here is being replaced by the chocolate box of Cadbury’s ‘Celebrations’, a different kind of chocolate.

  • Advertising through Celebrity actor and actress

The giggle, Rishtey pakne do with Amitabh Bachchan makes it more attractive. This is a unique way of acclimatizing advertising strategies with the deep understanding of ethnic marketing. Though the integral part of Deepavali celebrations is sweets ‘Celebrations Dry Fruit Chocolate Box’ has received an overwhelming welcome on the festive occasion.

Bollywood actress Preity Zinta requests Yamraj to pull her up while she is falling down in a valley. She removes Perk from her pocket and since Yamraj is tempted to eat it himself, he forgets about her time of departure from this material world. It ends with the association of Yam to Yummy. This advertisement, though a bit cynical about the Indian mythology, gives an insight into how ethnic aspects can be incorporated in the advertisements of non-indigenous products, so that they can secure

Review

Average user rating

4.8 / 5

Rating breakdown

5
80% Complete (danger)
1
4
80% Complete (danger)
1
3
80% Complete (danger)
0
2
80% Complete (danger)
0
1
80% Complete (danger)
0

January 29, 2015
This was nice in buy
Assignment from solve zone is probably one of the first preference of students.

October 09, 2016
This was nice in buy
I recommend a website that was really helpful throughout your session.

March 19, 2017
Some day ago
This was nice in buy
This was good in buy . I found all the answer correct and meaningful and had scored good marks
Back to top