jncluded. The only other change was. a size of the talc container. These adverti- it, The consumer research studies carried bitin 1971-72, through the Advertising and frketing Planning Index, indicated that should be given to the following Freshness Fragrance spect by. bringing Dreamflower in the head- line, The model was changed. No attempt made to modernise the brand image bit C7.2) he following aspects were taken into account developing the campaign which was intro- 4 di An attempt was made at integrating the socalled sophisticated and unsophisticated segments of consumers The decision-making unit was considered to be the family as a whole, especially a Young family. Only females were used as smodels in the previous campaigns The fragrance aspect was kept in the forefront. pTie above considerations went into the mak- FoF the new campaign featuring the husband Hattractive wife and a little girl behind a large milowertaleum-powder tin, The campaign tleveloped primarily for the press (Exhibits f/3 and C7.4). Later, the emphasis was shifte FFP Newspapers to. magazines. and further PR: black-and-white to colour ‘magazines Stsiderable importance was attached to colour Biitines which gave & high quality of repro- BEPET THis obviously meant reducing. the Advertising Appropriation 117 ‘number of insertions ‘quite considerably because of the higher advertisement rates ofthese selected magazines. Films on this campaign in three lengths, 100ft and 50 ft for cinema and 10 ft for TV, were also made. ‘A major change was tiade in the media mix when the data was obtained from the first National Readership Survey. It was decided to stop film advertising altogether in metropolis Cities where the cost of exhibition could be as high as Rs 400, compared with Rs 20 or so in small. towns. Moreover, press advertising rates had risen very sharply. The decision on the media-mix change was based on the cost per contact analysis. The confpany was undertaking a review of the Dreamflower Tale Campaign. The marketing strategy aimed at maintaining a 20% growth in sales in the year 1979. A brief survey of the competitive advertising is pivenin the appendix. Specimens of press’ advertisements of ‘Rond’s Dreamflower Tale and the other competing brands ate also attached. The brand manager of Dreamflower Tale prepared the following brief for the advertising agéncy, Hindustan Thompson Associates Limited, asking them to submit their recommendations on the subject for the next accounting year, 1979-80. Agency Brief.for the 1979-80 Campaign Analysis of Past Sales During 1976 and 1977 the total inyoiced sales of Dreamflower Tale increased at the rate of Rs 2 crores per year. The sales of Dreamflower Tale in the first half of 1978 have increased by Rs 1 crore and we expect a total growth of Rs 2 crores in 1978— just as in the two preceding years. The projec- tion for 1979 is an increase of Rs 2 crores in sales, based on the fairly optimistic projections ‘on the agricultural and industrial front forecast for 1979.