For Private & Restricted Circulation only

Post Graduate Programme in Management

2009-2011




ADVERTISING MANAGEMENT
(Elective Course in Marketing)
6
th
Term starting December 2010
Renaissance Building


Course Outline, Session Plan and Case Material


Instructor

Prof. Mukul P Gupta
Office: A-11, Scholars Building
Phone: 5113, email: mukul@mdi.ac.in

Consultations (no appointments needed): Mondays 1600 1730 hrs.

MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

2
For Private &
Restricted Circulation only




Management Development Institute, Gurgaon

Post Graduate Programme in Management (2009-2011)

ADVERTISING MANAGEMENT: AN IMC PERSPECTIVE

Instructor - Mukul P Gupta







This booklet contains the following:

1. Course Structure, outline and Guidelines

2. Session-wise activity schedule and plan

3. Cases & Reading Material

a) Wavin India Limited (A) (for illustrative purposes only)

b) Goal Setting & Task Checklist (DAGMAR)

c) Make Yourself Heard: Ericssons Global Brand Campaign

d) Sunkist Growers, Inc.

e) Du Darfst (A)

f) Nishan Jams

g) Creative Advertising: Sunday Communications Limited

h) Mountain Dew: Selecting New Creative

i) The Legwear Campaign

j) Pacific Telephone & Telegraph Company

k) Union Carbide - Chandi Ki Minar

l) Mary Kay Cosmetics, Inc.



MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

3
ADVERTISING MANAGEMENT: COURSE STRUCTURE

Session
No.
TOPIC
TEXT
Wells/Moriarty/
Burnett
CASE(C)/ Activity (A)
1
Communications in Marketing

Ch 1, 2
A: Concept Discussions
A: Group Composition & Project Choice
2
Context of Advertising and its role in
Marketing
Ch 1, 2
A: Concept Discussions
C: Wavin India Limited (A)
3 Planning and Strategy in Advertising Ch 1, 2
C: Make Yourself Heard: Ericssons Global
Brand Campaign
4 Communication & Message Strategy Ch 4, 5, 6 & 7 A: Concept Discussions
5 Communication & Message Strategy Ch 4, 5, 6 & 7
C: Sunkist Growers Inc.
A: First written Submission
6 Communication & Message Strategy Ch 4, 5, 6 & 7 C: Du Darfst (A)
7 The Advertising Brief - A: First Presentation
8 Message Execution: Creative Strategy Ch 12, 13 & 14 A: Concept Discussions
9 Message Execution: Creative Strategy Ch 12, 13 & 14 C: Nishan Jams
10 Message Execution: Creative Strategy Ch 12, 13 & 14
C: Creative Advertising: Sunday
Communications Ltd.
A: Second Written Submission
11 Message Execution: Creative Strategy Ch 12, 13 & 14 C: Mountain Dew: Selecting New Creative
12 Media Strategy Ch 8, 9, 10 & 11 A: Concept Discussions
13 Media Strategy Ch 8, 9, 10 & 11 A: Concept Discussions
14 Media Strategy Ch 8, 9, 10 & 11
C: The Legwear Campaign
A: Third Written Submission
15 Budgeting for Advertising Campaigns
Ch 11, 15, 16 &
17
C: Pacific Telephone & Telegraph Company
A: Concept Discussions
16 Advertising Effectiveness Research Ch 6, 19
A: Concept Discussions
C: Union Carbide-Chandi Ki Minar
A: Final Project Report Submission
17
Integration of Marketing
Communications
Ch 2, 3, 18, 19 A: Concept Discussions
18
Integration of Marketing
Communications
Ch 15, 18, 19
C: Mary Kay Cosmetics, Inc.: Marketing
Communications
19-20 Learning from Group Projects - A: Final Project Presentations


MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

4
ADVERTISING MANAGEMENT: AN IMC PERSPECTIVE


Course Philosophy

Advertising as we knew it just a decade back has undergone a metamorphosis in the sense
that there is a general decline in the relative effectiveness of mass-media advertising. This
has resulted from a change in the marketing context like increase in competition,
increasing brand parity (reduced differentiation), increase in the touch-points for audience
where brand information is available, and changes in channel power. On the other side,
technological developments like instant communication have thrown open new opportunities
in marketing communications.
Integrated marketing communications is therefore the new approach evolving in substitution
to advertising of yester years.
There are many definitions of advertising and similarly there are many approaches to the
advertising process in business. Loosely structured, advertising is a tool that businesses
deploy for communicating in the market-arena. The foundations for the process integrate an
organisations major goals, policies, decisions and sequences of action into a cohesive
whole. It can apply at all levels in an organisation and pertain to any functional area of
management. Thus there can be advertising to customers, advertising to investors,
advertising to potential employees, advertising to vendors and so on. While marketing in
general is dealt with in detail in other courses, this course is designed to provide an in-depth
understanding of the nature of competitive marketing communications management and
points to the need to adopt new communication practices in order to meet the demands of
business opportunities emerging.
The course will focus exclusively on consumer markets and will address in greater depth
many of the consumer marketing communication concepts introduced in the core marketing
course(s). Cases will focus primarily on consumer products and technologies, services,
fashion, and entertainment.
The skills and insights developed through this course will be of practical value to you as a
business decision maker regardless of your future direction. The skills and insights transfer
well to other subjects. To help you develop and test your understanding and skills, the
course centres on class discussion and participation, rather than simple lecturing. This
course proceeds using a combination of lectures, conceptual discussions, problems & case
assignments. Active and meaningful class participation is encouraged and expected.
The onus of making the learning experience rewarding would lie with the participants, which
would require continuous work and prior preparation. The participants are required to ensure
looking up at the prescribed readings in advance. They should analyze cases before coming
for the class.



MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

5
Objectives of the course

This elective course in the Marketing Area is designed to:
develop an understanding of the role and importance of advertising and marketing
communication functions in the marketing mix;
familiarise participants with the concepts and techniques involved in market-focussed
communication and advertising efforts and help them in developing a framework for
such decisions;
improve the quality of decision-making in these areas within the operational and
environmental constraints;
expose the participants to the working of the ad. agencies and media and develop an
understanding of relationships with them;
provide an opportunity to experience the integrated marketing communications
campaign planning process for real situations; and
expand the perspectives on advertising to Integrated Marketing Communications.




Pedagogy

The course will involve a first hand exposure to the process of campaign planning. This will be
accomplished through the perusal of a real life project.

To gather a wider conceptual and contextual understanding of the subject matter, old cases
(to avoid asymmetry of information amongst participants) will be used from the Indian
scenario.

Reading assignments are to be completed prior to and in preparation for class discussion.
They are critical to the success of the course and to your comprehension of advertising
management.

The course format will comprise:
Formal lectures
In-class discussion of readings
Analysis and discussion of cases
Advertising Campaign Development as a project

The onus of making the learning experience rewarding would lie with the participants, which
would require continuous work and prior preparation. The participants are required to
ensure looking up at the prescribed readings in advance. They should analyse the
designated case before coming for the class.

MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

6
Career Focus

In terms of Career focus, this course is designed for participants who plan to work in firms
that market to consumers or who plan to work in companies that offer support to these firms
(e.g., consulting). This course is not targeted towards ad-agency careers though agencies
could offer positions in client servicing and account planning roles.


Course Text

Wells, Moriarty and Burnett, Advertising: Principles and Practice, 7 ed., Pearson Prentice Hall,
ISBN: 9788131714140, Indian Impression (Referred as WMB)


Additional Texts & Readings

David Ogilvy - Ogilvy on Advertising
Subrato Sengupta - Brand Positioning
Russell & Lane - Advertising Procedure
Manendra Mohan - Advertising Management
Weilbacher - Advertising
Belch & Belch - Integrated Marketing Communications Perspectives
Schultz, Martin & Brown - Strategic Advertising Campaigns
Kelly & Jugenheimer - Advertising Media Planning: A Brand Management
Approach
Shah & DSouza - Advertising & Promotions: an IMC Perspective
Clow & Baack - Integrated Advertising, Promotion, and Marketing
Communications
Batra, Myers and Aaker - Advertising Management
Kazmi & Batra - Advertising & Sales Promotion


Evaluation and Weightage

Major component in the course is the project that involves development of a complete
advertising plan for a product or service. The final outcome of this project will be a report
consisting of a well integrated and carefully documented proposal for what strategies,
expenditures and research are to be followed. As a part of this project, the participants are to
prepare three written and two oral presentations, besides a final comprehensive report.


MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

7
Participants will also be making presentations of case analysis, submitting reports thereon
and critiquing other presentations, all of which will be graded for the final evaluation. The
evaluation would be based on following weightage:

Case Analysis & Presentations*
- Case Analysis Report 5.0 %
- Case Analysis Presentation 10.0 %
- Critiquing the Case Presentation 5.0 % 20.0%
Project work*
- First Submission and Oral Presentation 5.0 %
- Second Submission 5.0 %
- Third Submission 5.0 %
- Final Project Submission 10.0 %
- Final Oral Presentation 5.0 % 30.0 %

Quizzes 15.0 %
Term-end Exam 35.0 %
100.0 %
* Refer to the guidelines appended.

1. Group Assignments (50% of the final marks)

(a) Case assignments (20% of the final mark)

The course has eleven cases to be analysed of which ten are designated for presentation to
the class by designated groups.
The participants would form into ten groups (equal members) of their own choice (as also
stated below under Project Work Assignment). Please submit your group composition as
soon as possible, (no later than the first session) and one or more groups would be assigned
the task of presenting their analyses to the scheduled case in the class. Please elect a group
leader.
The participants would work in groups and each group would be assigned the task of
presenting their analyses to the scheduled case in the class (20 minutes max and another 10
minutes max for rebuttal of review.).
There would be another group assigned to each case that would be required to review (10
minutes max.) the presentation made. For this purpose, the reviewing group is encouraged to
make their own presentation if they so like.

MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

8
The purpose of reviewing is to expand the scope of presentation made and bring out issues
that could have escaped the attention of the presenting group. It is in no way intended to be-
little the presentation or register any one-up-man ship.
Any member of the presenting or reviewing group may be asked by the instructor to lead the
discussions. Once the reviewing group is done with its contribution, the case discussion will be
thrown open to the entire class.
Every participant in the class is expected to have read fully and analysed the scheduled case
before coming to the class.
The presenting group is required to submit a written analysis of the case (5-10 pages- hard
copies of OHP transparencies used for making the presentations are not acceptable) before
making the presentation. It should be noted that this exercise will also enable participants of
the course to deal with the type of questions expected in the exam. The reviewing group is
exempted from this submission of the written report.
The Case Assignment component carries a weight of 20% towards the final mark on the
course. This grade will comprise of three parts representing written analysis submitted, oral
presentation and reviewing (of another case).
Marks will be allocated as follows:

Criterion marks
Written Submission
Situation Analysis identification of the key decision issues facing the
organisation
Development of decision choices, evaluation of the choices and the
conviction in the decision made
Responses to the case questions posed: creativity, application of the
theory to the question, motivation of answers
5
Oral Presentation
Crispness, conviction and believability
Rebuttal of Review
10
Review of Presentation made by another group
Expansion of scope and quality of analysis by presenting group
5
TOTAL 20

While the members of the group will share a common grade for the written report, participants
who are absent during the presentation or reviewing by their group or those who fail to
demonstrate their preparedness cannot get any credit for the other components.
Written analysis for the case is to be handed in at the beginning of the appropriate session.

MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

9
(b) Project Work Assignment (30% of the final mark)

Your major component in the course is the project, which involves development of a complete
advertising plan for a product or service of your choice (to be exercised only out of the list
given below).
You should form into groups of your own choice. We would need ten groups in all. The
groups should be similar in size. Each group must elect its leader.
The groups take on the posture of different groups that are involved in a typical ad campaign
planning. In the first phase, the group plays the role of marketing strategy planners in a
designated company (chosen by you) who are setting the advertising agenda for next one
year. This group prepares a brief for the ad agencies to work on. This ad brief is your first
submission. You get to present this brief orally to the mock representatives from your agency.
In the second phase, the group takes on the role of the creative department of an ad agency.
The creative department prepares the ads suited for different media and antecedent promo
materials for giving effect to the brief. This is your second submission.
The third phase sees the group taking on the role of media planners. The group now designs
a media plan for the ad campaign. This is your third submission.
Finally the group takes on the role of the advertising and communications department that
takes up the entire advertising proposal for approval by the Executive-committee. The
department needs to showcase its entire strategic thinking, budgets, creative and media
strategy both as a written document (Final Report) as well as an oral presentation before a
mock Executive committee.
Thus, as a part of this project, you and the members of your group are to prepare three
written and two oral presentations, besides submitting a final comprehensive report. The final
report should consist of a well-integrated and carefully documented proposal for what
strategies; expenditures and research are to be followed.

The three (actually four in all) written submissions should, as a minimum, address the
following topics:
1. Objectives, strategy and positioning: what business is this company in and what is
the market and the competitive situation? Do Strengths, Weaknesses, Opportunities
and Threats (SWOT) analysis. What strategy alternatives are there? What segments
are likely to be most profitable? What explicit objectives should be set for the next
year's advertising programme? Develop a perceptual map of the leading brands. What
kind of marketing and consumer research is called for?
2. Message Strategy and Tactics: You will identify the overall message strategy and
tactics to be used. This will require an assessment of competition, judgements as to
the important product benefits, copy points, differentiation opportunities, and careful
attention to the concepts given in the text material. This report should also spell out

MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

1 0
the research programme that you would recommend, giving attention to the budget
and alternative types of commercial services available in the country. It is expected
that you will design the roughs for the print ads, storyboards for the commercials,
verbalised jingles/spots, etc.
3. Media Strategy and Tactics: Here you are to recommend the overall media-mix to
be used showing a breakdown of expenditures by alternative media (this should
include money for promotional materials, contests, premiums, etc., where applicable).
Assess which, if any, of the media models given in the text, is most appropriate.
Address the question of media research and how you will test the results of your
media plan.
4. A final comprehensive advertising plan, which integrates the three component parts,
will then need to be submitted. You may consider reworking some parts based on the
feedback provided on the earlier submissions.

Your group is to make two oral presentations, first will be a brief for the creative and media
strategy departments of the agency resulting out of the first stage of written submission.
The second presentation will be the overall presentation that your group would have made to
the Executive committee of your company. The instructor will have the privilege of deciding as
to which group member(s) would make the oral presentation(s).
These submissions/presentations will be evaluated on the basis of over-all communication
effectiveness, and the degree to which textbook concepts, models and theories are integrated
into the presentations themselves. .
It will be advantageous to choose a large company situation on which to work, one in which
advertising is a significant expenditure of funds.
It is recommended that you choose a situation of market-challenger rather than a leader. You
can choose any one of the following or similar situations with the approval of the instructor:

Skin Care Products Chocolates Consumer Electronics
Cooking oil Packaged Milk Toilet Soaps
Formal wear garments Laundry Products OTC Drugs
Jewellery Packaged Snacks Packaged Rice
Mutual Funds Small Passenger Cars Personal Banking
Regular packaged tea Satellite /Dish TV Scooters
Package Tours Washing Machines Hair Care Products


The project work has to start in parallel with the course. It would include stage
submissions.The stage deadlines (not negotiable) are:

MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

1 1
* Final Product/Service Choice Session 01
* First Written Submission Session 05
* Second Written Submission Session 10
* Third Written Submission Session 14
* Final Project Submission Session 16
Deviations from deadlines are treated as no submissions for the purposes of award of grades.
Since the submissions are sequential in nature, no subsequent submission is accepted
unless the previous submission has already been made.


2. Individual Exams (Quizzes 15% End-term- 35%, total 50% of the final mark)

The course will have three or more quizzes. They will not be pre-announced. Quizzes will
be based mostly on the text material.

The end-term exam will have duration of about three hours (150-180 minutes). This will be
a written, open book exam, based on a case similar to those analysed in class. The
intention of the exam will be to test your ability to evaluate an advertising situation, develop
decision choices and criteria, make managerial decisions and to apply the knowledge
acquired during this course.

MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

1 2
Session-wise activity schedule and plan

Session 1 : Communications in Marketing
Outcomes: development of the understanding of
the communication process
Communication as part of promotion
Advertising in Promotion mix
Working of Advertising and Communication Agencies

Preparatory readings
Wells, Moriarty & Burnett: Chap. 1 & 2

Other Activities
Submit Group Composition details
Submit your choice of product/service for project work

Session 2 : Context of Advertising and its role in Marketing
Outcomes: development of the understanding of
Macro context and perspective of Advertising
Economic and Social Effects of Advertising
Ethical and Social Issues, Deception and Self-Regulation, Ad Standards Council
Role of advertising in shaping consumer decisions
Institutions Involved in Advertising

Preparatory readings
Wells, Moriarty & Burnett: Chap. 2 & 3
DAGMAR Checklist

Case Preparation
Wavin India Limited-A. (For illustrative purposes only not for group presentation)
Questions to consider on the case:
What kind of a client is Wavin? Does it have the money to spend on advertising?
What are the communication challenges that Wavin faces? Who are its customers?
What are their buying motives and processes?
What is expected of communications to achieve in this market situation?
If you were an advertising agency, would you like to take up this client?

MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

1 3
Session 3 : Planning and Strategy in Advertising
Outcomes: development of the understanding of
How Advertising works?
The Strategy in Advertising
Setting Objectives for Advertising
DAGMAR Approach
Corporate and Product Advertising

Preparatory readings
Wells, Moriarty & Burnett: Chap. 4 & 5
DAGMAR Checklist

Case Preparation
Make yourself heard: Ericssons Global Brand Campaign (To be presented during session
3)
Questions to consider on the case:
What role, if any, do brands play in consumer or industrial products and services?
Given the above, what do you think of the communication strategy behind Ericssons
brand campaign? Are they on the right track? Why or why not?
What should Ericsson do next? More specifically, should the brand campaign
continue in its present form? Or should the campaign be linked with product-specific
advertising at the local or international levels? How?


Session 4-6 : Communication and Message Strategy
Outcomes: development of the understanding of
How advertising works
Benefit-based attitudes
Developing Brand Personality
The Communication Strategy
Developing a Communication Brief
Multiple objectives and Diversity in Audience, Audience Segmentation
The Message Strategy, Communication for Positioning
Role of Marketing Implementation in Communication design

Preparatory readings
Wells, Moriarty & Burnett: Chap. 4, 5, 6 & 7


MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

1 4
Case Preparation

Sunkist Growers, Inc. (To be presented during session 5)
Questions to consider on the case:
What is the role of advertising for fresh lemons?
Can lemons be successfully branded?
What conclusion can be drawn from the 1971 and 1972 advertising campaigns?
Develop an internally consistent strategy for the 1973 fresh lemon advertising
campaign


Du Darfst (A) (To be presented during session 6)
Questions to consider on the case:
Is this a good new product idea? Should it be launched as an entire line or should
individual items be launched in a sequence?
What basic differentiation/positioning themes would you apply? Analyse advantages
and risks of your choices.
Should the product line be advertised as a whole, or as individual items?
Is the proposed advertising testing pertinent? Should copy testing be used to arrive
at a positioning decision?

Other Activities
Hand in your first written submission no later than session-5


Session 7 : The Advertising Brief (Presentations)
Outcomes: development of the understanding of
Relating market situation and company position
Relating Advertising Objectives to Marketing decisions
Setting Communication and Advertising Objectives
Debating Budgetary Allocations


Session 8-11 : Message Execution Creative Strategy
Outcomes: development of the understanding of
Copy and Layout Strategy
Creative Execution
Various Creative Styles and Their Evolution
Rational and Emotional Approaches

MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

1 5
Themes and Appeals in Advertising
Creative Judgement
Continuity in Promotional Efforts
Preparatory readings
Wells, Moriarty & Burnett: Chap. 12, 13 & 14

Case Preparation

Nishan Jams (To be presented during session 9)
Questions to consider on the case:
What is the situation for Jams and bread-spreads market as of 1993? What has
prompted Green Foods to take action on Nishan? Is the action delayed?
Compare the chosen message strategy against the choices in Exhibit-1.
Which of the three alternative message executions would you choose to run? Why?
How do you expect the competitors to react to Nishans advertising?


Creative Advertising: Sunday Communications Ltd. (To be presented during session 10)
Questions to consider on the case:
Identify the sources of Sundays brand equity and suggest ways in which it can be
leveraged long term.
Assess the strength, favourability and uniqueness of Sundays brand associations
relative to competitors.
Identify the strategic intention of each Sunday campaign (i.e., brand awareness,
highlight brand attributes, brand positioning, etc.)


Mountain Dew: Selecting New Creative (To be presented during session 11)
Questions to consider on the case:
What is the situation for Mountain Dew as of 1999? What are the decision issues?
What are the generic objectives in Brand communication? How do they apply to
Mountain Dew?
Articulate the filters in advertising effects and appraise the creative choices
presented by the agency BBDO.
What is your recommendation for the choice of the creative and why?

Other Activities
Hand in your second written submission no later than session-10


MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

1 6
Session 12-14 : Media Strategy
Outcomes: development of the understanding of
Media Vehicles and Their Characteristics
Use of Media
Media Planning
Media Maths
Multi-Media Option Mix Planning
Scheduling Considerations
Emerging Media

Preparatory readings
Wells, Moriarty & Burnett: Chap. 8, 9, 10 & 11

Case Preparation

The Legwear Campaign (To be presented during session 13)
Questions to consider on the case:
Appraise the launch strategy for Legwear and the promotional decisions.
Make an assessment of the media class and scheduling decisions.
What synergies are needed between advertising decisions and other elements of
marketing-mix?
Can some research help you take better decisions?

Other Activities
Hand in your third written submission no later than session-14


Session 15 : Budgeting for Advertising Campaigns
Outcomes: development of the understanding of
Setting Advertising Appropriations
Budget Making
Methods of Setting Budgets
Assembling the Advertising Campaigns

Preparatory readings
Wells, Moriarty & Burnett: Chap. 11


MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

1 7
Case Preparation
Pacific Telephone & Telegraph Company (To be presented during session 15)
Questions to consider on the case:
What is the experience in Fresno? Appraise the three research studies of 1972.
Comment on the Fresno research design. What are its limitations?
What is the economics of Directory Assistance service?
What marketing decisions would you recommend to PT&T? How much should PT&T
spend on advertising?

Session 16 : Advertising Effectiveness Research
Outcomes: development of the understanding of
Advertising Effects
Advertising Research
Effectiveness Research
Copy Research
Media Research
Pre and Post Placement Research

Preparatory readings
Wells, Moriarty & Burnett: Chap. 6 & 19

Case Preparation
Union Carbide: Chandi Ki Minar (To be presented during session 16)
Questions to consider on the case:
What is expected of Advertising in this situation?
How is the campaign taking care of these expectations?
How do we know that this will work? What is to be tested?
How do we connect advertising objectives to advertising testing?

Other Activities
Hand in your Final Project Report no later than session-16

Session 17-18 : Integration of Marketing Communications
Outcomes: development of the understanding of
Direct Response Communications Database Marketing
Sales Promotions, Events and Sponsorships
Public Relations

MDI phone: (0124) 4560113 fax: (0124) 4560456 web:www.mdi.ac.in

1 8
Special Advertising situations Retail Advertising, B2B Advertising, Nonprofit or
Social Advertising
Advertising Industry in India, Agency Organisation, Accreditation of Ad. Agencies
Choosing an agency-Client-Agency Relationships

Preparatory readings
Wells, Moriarty & Burnett: Chap. 15, 16, 17 & 18

Case Preparation
Mary Kay Cosmetics, Inc. (To be presented during session 18)
Questions to consider on the case:
What are MKC's key strengths?
What are the strengths of the MKC sales organization? How can sales productivity
be improved further?
What external and internal communications vehicles are used by MKC? What are
their roles?
Evaluate the contribution to future sales growth which might be made by (a) the
customer retention program, (b) direct-mail programs, (c) national advertising and
(d) new product activity.


Session 19-20 : Learning from Group Projects (Final Presentations)
Outcomes: Learning from
Ten different cases of real advertising situations in India
Ten different contemporary campaign development processes
Ten creative campaigns
Ten media plans
Ten peer-level reviews

NOTE: Since this course is run in three concurrent sections- participants from other
sections are welcome to attend presentations in any section over and above
their own section. This will result is a multiplier of learning.
*****