NAME: - ANUPKUMAR JOGIBHAI PATEL

ADMISSION NUMBER: - 1412071 DATE: - 02/08/2020

BRAND MANAGEMENT
ASSIGNMENT

SECTION-A

1. Changing lifestyles can create both opportunities and threats for the marketer. Provide an example of a
change in lifestyle that poses a threat to marketers?
Ans :- Ans 1: External opportunities and threat factors regarding possible expansion into London, Paris, and Dubai:
Ans 2:Ethical consideration for SmoothCity beverages in different countries:

2. Why is an advertising manager needed if a company uses an outside agency?

Ans:- If a company decides to use an outside advertising agency, the advertising manager is responsible for reviewing all
the agency's ideas, marketing strategies and help create the advertising campaign.
Advertising managers are in charge of promoting, marketing and advertising a company's products. They maintain close
working relationships with all departments within a company as well as working intimately with the marketing department. A
successful and professional advertising manager will have years of experience and in-the-trenches know-how. The job
requires a college education in communications, marketing or journalism and many companies require a graduate degree in a
similar field.

3. Describe how cultural differences might impact viewers’ perceptions of advertisements. Provide examples?
Ans:- Researchers have discovered that subtle differences between cultures mean that the findings of an experiment in the
U.S. cannot necessarily be applied to our understanding of human behavior in a different culture, such as Japan, for instance.
Any time cultures interact, via trade, immigration, conquest, colonization, slavery, religious expansion, ect. they impact each
other and cause culture change. Ideas and cultural concepts are constantly spreading and moving and changing. Food is a
really great example.

Example:- Lets take “ Advertising” as an example:- Cultural Impact of Advertising.

or the last few weeks I’ve been carrying around a report entitled THE ADVERSTING EFFECT, from the COMPASS think tank.
I’ve been meaning to write about it and haven’t got round to it. I’ve been reminded of it this week the publication of a new
report from WWF and the Public Interest Research Centre, THINK OF ME AS EVIL? George Monbiot report takes its title from
a quote from a notable advertiser who remarked that he “would rather be thought of as evil than useless,” and it’s an
analysis of how advertising impacts culture.
Obviously advertising is a useful thing to the businesses that use it, and that’s all of them if they expect to have any
customers. It’s a means of informing choice, and it’s vital to new entrants in any market. When it comes to society however,
and the big picture effects of advertising in general, it’s not pretty. The report’s conclusion is that advertising promotes values
that are directly opposed to human wellbeing, environmental sustainability and a fair society. It ought to be considered a
detrimental influence, and regulated accordingly.
That’s not how advertisers see it of course. As far as they’re concerned, they simply redistribute consumption, directing
spending from this brand to that one. They promote choice, and simply reflect existing cultural values. In reality, advertising
doesn’t just expand market share, it expands the size of the market. “It seems,” says the report, “that advertising may be
encouraging society to save less, borrow more, work harder and consume greater quantities of material goods.”
Advertising also impact values. While it reflects society to a certain degree, it also has the effect of ‘normalising’ values or
behaviours. With the average American exposed to between 500 and 1,000 commercial messages a day, it wields
considerable power over what we consider normal. An example that came to mind for me was the idea of cosmetics for men.
Only a few years ago, the idea that men might want to use moisturisers would have been laughable to most British men. A
sustained advertising campaign from Nivea later, including prominent billboards at football stadiums, and there’s nothing
unusual at all about men using hand cream.
Hand cream is benign stuff, and it’s not the products that are the problem here, but the values behind the ads. Research by
Frederick Grouzet and Tim Kasser shows how advertising tends to promote ‘extrinsic’ values rather than ‘intrinsic’ values. The
former are those that rely on external factors for validation – the opinions and admiration of others. The latter meanwhile,
are rewarding in themselves, such as a sense of family belonging, rewarding work, or self-development.
This matters because “placing greater importance on extrinsic values is associated with higher levels of prejudice, less
concern about the environment… and weak (or absent) concern about human rights.” That’s bad for society, but it’s not great
for the individual concerned either: “People who attach greater importance to extrinsic values are also likely to report lower
levels of personal wellbeing.”
Finally, advertising might not even promote choice after all. By subtly manipulating its audience, it may in fact stifle choice.
Much advertising is subliminal, drip-feed, all about creating positive associations without prompting conscious thought. If we
consciously sat down and decided to objectively analyse whether we preferred Coke or Pepsi, we’d probably conclude that
we didn’t care and that it doesn’t matter. An active choice, in this instance, is bad for the brand. Instead, advertising
“operates darkly, beyond the light of consciousness”, in the words of Agnes Nairn and Cordelia Fine. “Intuitive brand
judgments are made instantaneously and with little or no apparent conscious effort on the part of consumers” says one ad
agency. “Intuition is now well accepted as a powerful driver of brand choice and brand affiliation.”
So if advertising circumvents our thought processes and subtly encourages further debt, selfishness, and a cavalier attitude to
the environment, then maybe we do need to think of it as evil. Or if that seems a little dramatic, at least we ought to be more
aware of advertising, more clear about where the limits lie. And we certainly need more public debate about the ethics of
advertising, which is ultimately what this report is calling for.
I don’t want to pick on advertisers themselves, whether that’s the agencies or the businesses. I’ve written my share of
marketing copy. The problem is the cumulative effect of advertising – another case of reaping as a society what we did not
choose as individuals. So we can’t do away with advertising, but we can examine it, ask more questions, regulate it better,
and minimise its harmful effects on society.

4. Discuss how a company introducing new product might use the innovation adoption model in planning its
integrated marketing communications programme??

Ans:- Integrated Marketing Communication (IMC) is an aggressive marketing plan that captures and uses an extensive
amount of customer information in setting and tracking marketing strategy. This study sought toinvestigate the IMC
strategies used with the M-PESA money transfer services in Kenya. The study was necessitated by the fact that similar mobile
money transfer services existed in Kenya but did not experience the same success in uptake and use as M-PESA.The
objectives of the study included identification of strategies and techniques used by Safaricom in the diffusion of information
of the service and in effect its adoption; whether the rapid adoption of the Service could be linked to the IMC strategies used;
comparing the strategies used to diffuse M-PESA with those used with Airtel money by Airtel; identification of the challenges
faced in IMC strategy development and implementation; and recommendations on effective use of IMC strategies in the
adoption of innovations. Theories informing the study were the Theory of Planned Behavior and the Information Processing
Theory. Literature reviewed explored prerequisites to effective adoption of innovations succinctly interpreting key concepts
in IMC and closely interpreting the diffusion of innovations theory by E. Rogers in respect to technology adoption and
exploring models that supported adoption of innovations. The study was based on the interpretivist research paradigm. It
focused on the understanding of how people interpreted the rapid adoption of M-PESA money transfer services in terms of
the strategies adopted by Safaricom in the deployment of the product compared to other competing products. The
population was sampled using both purposive and non purposive methods. A sample of 48 constituting users, agents and
Safaricom officials participated in the actual research. Areas of concern included an exploration of critical and unique features
of the product necessitating the rapid adoption and design and implementation strategies adopted by Safaricom Company.
Research tools included interviews, a focus group discussion, a questionnaire, observation and content analysis
complimented by knowledge gained from product launches and seminars. Secondary data was mainly from electronic
Journals and research findings by other scholars. Secondary data was useful in rating the uptake and use of airtel money and
the strategies used in its implementation. Data was analyzed qualitatively and using the computer aided data analysis
program SPSS. Findings of the study confirmed that Safaricom had used IMC strategies befitting their target market
compared to its competition to diffuse information on the M-PESA innovation and thus the success of its adoption could
partly be attributed to the unique IMC strategies.

5. What is DAGMAR? Explain how marketers use DAGMAR in establishing objectives?

Ans:- DAGMAR is a marketing expression that stands for “Defining Advertising Goals for Measured Advertising Results”. It is
a marketing tool to compute the results of an advertising campaign. DAGMAR attempts to guide customers through
ACCA model. According to this approach, every purchase encounters four steps; Awareness, Comprehension, Conviction, and
Action. DAGMAR method is an established technique of creating effective advertising.
DAGMAR is an advertising model proposed by Russell Colley in 1961. Russell Colley advocated that effective advertising seeks
to communicate rather than to sell. Advertisers discover whether their message conveyed enough information and
understanding of a product to their consumers and also its respective benefits from clear objectives.
The DAGMAR MODEL

Advantages of DAGMAR Approach

A major contribution of Colley’s DAGMAR approach was a specification of what constitutes a good objective.

According to Russell Colley, there are various advantages of well-

founded objectives. These are:

▪ Be concrete and measurable

▪ Have a well-defined target audience or market
▪ Identify the benchmark and the degree of change
▪ Specify a timeframe to accomplish the objective

EXAMPLE OF DAGMAR APPROACH

Let’s suppose that an ABC company wants to evaluate the effectiveness of marketing campaign for its latest product
launched. The company starts evaluating the commercial that is designed to persuade potential consumers through the four
stages of the buying process:

1. In the AWARENESS stage, company ABC spreads awareness among the consumers about its new product launched in
the market.
2. In the COMPREHENSION stage, company ABC portrays to its consumers the features and distinctiveness of the new
product and reminds the consumers of the company ABC’s logo and brand name.
 3. In the CONVICTION stage, company ABC attaches the consumer emotionally to the new product so that the
consumer establishes an emotional preference for the company ABC’s brand.
4. In the ACTION stage, company ABC makes sales.
Company ABC then evaluates the success of the marketing effort using DAGMAR. The company measures that how fast the
customer processed through the four stages of the purchase and how many sales were generated. In cases where the
customer is distracted and deviated from buying the product, and the company doesn’t meet sales goals, the company needs
to change its ad campaign.

Advertising is strongly associated with economic cycles across major world economies. The DAGMAR method is a long-
established method of creating effective advertising. The idea behind the method is to “communicate rather than sell”.

6. Explain what is meant by creative strategy and creative tactics in advertising?

Ans:- The terms strategy and tactics might seem interchangeable, but they refer to distinct elements of an advertising
campaign. A strategy is a campaign’s overarching plan, and the tactics are the specific means advertisers employ to meet
the campaign's goal. To accomplish a strategic objective efficiently, advertisers must use a set of tactics suited to the task.
Strategy
A strategy is a conceptual approach aimed at a particular objective. For example, a business’ objective might be to achieve
a competitive advantage by positioning itself as the provider of the highest-quality version of a product, the lowest prices,
the best customer service or the most versatile product. Its strategy might be to focus its advertising resources on reaching
consumers most likely to use its product rather than pointlessly marketing to uninterested people.
Tactics
Tactics are the marketing techniques used to accomplish the strategic objective. Targeting a specific demographic, for
example, is an effective way to increase your customer base. If your market research reveals your target demographic
typically enjoys a particular radio or television program, you can design commercials that relay your message to these
potential customers.
Clarity
Without a single, clearly defined strategy, an advertising campaign could fail. For example, if a business adopts multiple
and exclusive advertising strategies for a single campaign -- say, the business tries to position itself as the provider of low-
cost and luxury items -- it might have difficulty relaying these incongruous messages via a single advertising campaign. A
potential tactical issue, for example, is the difficulty of targeting distinct demographics. Consumers most interested in low
prices might not watch the same television shows as consumers most interested in luxury items, making it difficult to
design and tactically place a single set of effective advertisements.
Considerations
The most effective approach is to adopt a single, clear strategy and a corresponding set of suitable tactics. That is, unless
your business has the financial resources to run two simultaneous campaigns, each with distinct strategies and sets of
tactics. For example, one campaign might promote a product’s low prices through direct-mail advertisements, while an
entirely separate campaign promotes a product’s high quality through radio and television advertising.

7. Write a short note on?

Ans:-
a) Rational appeals:- The Rational Appeal is one of roughly twenty advertising strategies that marketing professionals
use to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded.
The Rational Appeal persuades audiences to purchase something or act on something by appealing to their
sense of reason or logic. In other words, the Rational Appeal effectively makes something make sense or
seem obvious in such a way that it really can’t be argued.
 Advantages of Rational Appeal:- Adopting the rational appeal method of advertising your products or
services can be highly effective for small businesses. First off, it allows you to market the product to more
than one demographic target group at a time. By focusing exclusively on the product's price and the
benefits it offers, you are creating a generalized marketing campaign with wide appeal. This in turn appeals
to customers of all backgrounds who are either looking for a bargain or who need (as opposed to want) a
product or service. Common household items such as vacuum cleaners, kitchen appliances and even lower-
range automobiles are marketed in this way. Consumers need these products and may not necessarily be
concerned with having the fanciest or most expensive ones. Appealing to the budget-conscious and
consumer-friendly customer is therefore key to the rational appeal. Furthermore, in times of economic
crisis or recession, products marketed by rational appeal tend to do well. Consumers are apt to adopt a
mindset of austerity during these times and will appreciate businesses that cater to their needs.
Disadvantages of Rational Appeal:- Despite the many advantages to using the rational appeal in
advertising, there can be some downsides to adopting this approach in your business. Consumers, even
budget-conscious ones, are typically looking for quality. Trying to pass off poorly made or ill-designed
products by focusing on the low price point may actually backfire on a company. If you sell orange juice, for
example, you may find that customers respond well to a lower price point. However, if this lower price-
point comes at the sacrifice of having orange juice made from 100 percent juice or not-from-concentrate,
you may lose out on customers who are concerned about quality. The key to utilizing the rational appeal
then is to be honest and consistent with your brand messaging and to know your target audience.
When Should I Use the Rational Appeal:- The Rational Appeal is especially effective when the product,
service, or idea contains many features that will appeal to someone’s sense of reason. For example, if you are
advertising a vehicle that you know has technical features that will appeal to your audience (maybe enhanced
sound system, better gas mileage, higher safety rating, and so forth), you can use the rational appeal to make
your audience nod their head and say, “yep, that makes total sense. I want that.”
How Do I Apply the Rational Appeal in Advertising:- The Rational Appeal is applied by using facts, statistics,
and other general data and information that will speak reason to your audience. Use images, numbers,
graphics, and information that will be easy to understand, straightforward, and powerful. Avoid using
common or not-so-impressive facts
that won’t impress your target
audience.
Example of Rational Appeal:-

b) Teaser Advertising:- A brief advertisement designed to tease the public by offering only bits of
information without revealing either the sponsor of the ad or the product being advertised.
According to this theory by Joannis (1995), the very old principle of Teaser advertising is to arouse the
curiosity of the prospect by communicating to it the first part of the completely mysterious message. It is
supposed to hold ones’ attention and brings him/her to seek the second part of the message. Joannis (1995)
also points out that this second part would not have been read if the curiosity excites by the first part, is very
far away from the subject.

Joe O’Donnell (2002) puts forward:“If they’ve got the right target audience and the right media, the audience
is going to pay attention to the teaser campaign as it develops.”Jean-Marc Lehu (2006) for his part stresses
that Teaser advertising is characterised by a two phases advertising campaign.This technique can consist of
two or even three teasers. (Lehu,2006)Source: Two Phases Advertising Campaign adapted by Jean-Marc Lehu,
2006
Bruce Miller (2002) classifies the ‘HERE’ Teaser campaign in Baltimore (the largest city and cultural center of
the U.S. state of Maryland) as an effective advertising practice.
Teaser advertising: As a communication tool:- According to Hung (2000), teaser ads rely heavily on
nonverbal executional cues to communicate.As a copywriting approach to break through confusion, teaser
ads provide incomplete information (Kover 1995) and rely on lush visual images, accompanied by music or
other sound effects, to create an attractive image for the advertised brand and its users.
Aaker et al. (1992) considers:“It is through teaser advertising that we can provide creative advertising along
with effective communication. This is because; this style of advertising not only attracts the target consumers’
attention, but also generates interest and educates the consumer about the product benefits and positioning,
thus acting as an effective tool of communication.”
Teaser ad is a powerful tool used to convey message to the target audience but in its own style of creating
curiosity on what the ad is about and thus directs the attention of target audience (Journal of Advertising,
2001)Erik Schmuckler (1999) views Lee Jeans’ Teaser ad as an effective communication tool in terms of
delivering the right message to the target audience. The main idea behind this mystery ad was to show that
this particular brand is cool to wear. Lee became very cool very fast.
According to the agency’s (Fallon McElligott, 1999) tracking study, perceptions that the brand was becoming
more popular and was “cool to wear” jumped 10 percentage points from 25 to 35 percent and their sell-in of
the Dungarees line was four times higher than anticipated. Most importantly, Lee gained 3 percent in market
share in a flat year while Levi’s dropped just as many percentage points.
Teaser advertising: With relation to customer attitudes:- Lutz (1985) defines customers’ attitudes towards
Teaser advertising as a learnt tendency to react in a favourable or unfavourable manner to Teaser campaign
in general. According to Bauer and Greyser (1968), Teaser ad had important economic and social effects and
built up a set of belief items associated with positive and negative outcomes of such ad in these specific
areas. The attitudes of customers towards teaser advertising vary from one another.
With particular reference to www.agencyfaqs.com, the following are some thoughts on teaser advertising
with respect to customers:Ø “Teaser campaigns are a bit like lemon. If one squeeze them too much they
become bitter. One should quickly take out the juice and make the lemonade (as in the main campaign),
rather than squeeze it drop by drop till it becomes too sour for anybody’s liking”
Ø “Teaser ads are not cash cows in terms of immediate sale, but if one notices, they are always at the top of
the mind…”
Ø “Teasers tease the consumers and do stimulate to buy provided it is a launch product or a new sensational
stuff. Gums are fun to chew and get better on chewing more but loose the juice on chewing too long.”
Ø “What a waste of advertising money!”
Development of teaser advertising:- According to Dan S. Kennedy (2006), the main problem with carrying
out big ad in the newspaper, in a trade journal, or in a national magazine is the number of people one pay for
simply do not see it. This means that on any one day, ones best prospects may be out of town, sick in bed, or
too busy to read newspaper.
As a solution to this problem, one strategy to focus attention on ones big ad is to precede it with a series of
tiny, low-cost teaser ads. For example, a new computer store eager of making the business community aware
of its existence for two months, in the weekly city business journal, ran small display ads.
 SECTION-B

8. What Planning involves a trade-off between reach and frequency? Explain what this means and give
examples of when reach should be emphasized over frequency and vice-versa?

Ans:- Let’s say that you’ve been tasked with delivering the best results from a limited budget. It’s now time to decide on the
optimal exposure/reach and frequency needed to make your advertising campaign a major success – there are so many
options, opinions and possibilities. More importantly, how would you know if you have the right strategy?
The definition of Reach and Frequency.
Reach is the number of potential customers that will be exposed to a message through a particular media vehicle. Reach
measures the number of potential customers who see/hear the advertising campaign.
Frequency refers to the number of times that those customers will be exposed to the message.
So, the higher the reach, the larger the number of people that see your message. The higher the frequency, the more times
individual people see/hear your message.Reach and Frequency are inversely related – by increasing frequency, reach
is reduced and by increasing reach, frequency suffers. This is primarily a function of the budget – there’s a limited number
of ads/exposures and decision on how best to execute. The main objective of any advertising is optimal exposure.
Conventional media wisdom says that you should plan for your message to be seen at least 3 times or, using industry
terminology, 3+. In reality, conventional wisdom is not always right.
What works today.
In the past, the industry convention was to prioritise a degree of frequency over reach. The belief was that no matter what
the message and target audience, without frequency in delivering those messages, you wouldn’t be able to develop the
relationship or the brand recall needed to have your customers take action.
Now we know better. We understand the power of context, how memories are triggered and how by intensifying
emotion we gain stronger impact. Of course, all of this is evidence-based and is often found in your data. Talk to anyone in
sales and they will tell you that by talking to more people they find more buyers. The evidence shows that the same rules
apply in media and while that seems logical it is far from common practice.
If growth is your challenge, the more people you reach, the more sales that follow.
You can find out more of the science on the importance of reach via the work of Professor Larry Lockshin in Effective
Marketing Research, a study published by the Ehrenberg-Bass Institute for Marketing Science at the University of South
Australia.
This means, of course, that we now prioritise reach over frequency. Maximising reach is a harder strategy to follow, requiring
more effort in planning and audience acquisition. Determining the right audience is key (no surprise). We start with a simple
question – who, in your brand’s audience, is going to consume more? Often this group is broader than you think and
sometimes not who you expect (the insights are always contained in your data). The rules apply no matter the medium. For
example, for TV advertising reach and frequency we would maximise reach. In practice, we buy more ‘Peak’ (high reach at a
high cost) than ‘off peak’. Fewer spots do more work. Media planning and monitoring is more intensive.
Reach is the priority, sales the goal and happy customers the primary objective.
Both reach and frequency are just one part of a giant 3D marketing puzzle. It’s complex. Talk with us and let us guide you on
how to fit the pieces together to create a true competitive advantage.
AMBA is a marketing agency that maximises the impact of brand in advertising. We’re based in Australia but connect with
people everywhere. We consult on strategy, using your data to understand your customer’s experience and execute
campaigns that deliver strong commercial results.
When faced with decisions of reach vs. frequency remember this rule of thumb:
Reach without Frequency = Wasted Money
Marketing is the process of building a business relationship with potential customers. Have you ever established a lifelong
friendship with someone you had contact with only once? Probably not. Generally friendships (and all relationships for that
matter) grow as a result of frequent contact over time. Even when the potential to form a great friendship is there at the first
encounter, it is unlikely it will grow without nurturing.
Seth Godin in his book Permission Marketing uses an analogy of seeds and water to demonstrate the importance of assuring
adequate frequency in your promotional campaigns. If you were given 100 seeds with enough water to water each seed once
would you plant all 100 seeds and water each one once or would you be more successful if you planted 25 seeds and used all
of the water on those 25 seeds?
While intuitively and even conceptually we understand the importance of frequency to successful promotional and sales
campaigns, somehow when it comes to actually implementing the campaign, we opt to sacrifice frequency for reach. And
then we complain about the ineffectiveness of our promotional efforts. Undoubtedly one of the biggest wastes of marketing
dollars is promotional activities that are implemented without adequate frequency.
When faced with the decision of mailing one direct mail piece to 10,000 people or mailing to 2,500 people four times think
about the fate of those 100 seeds you can water only once. Unless you have water rights and can obtain additional water, opt
for less reach and more frequency.

9. Discuss the advantages of television as an advertising medium and the importance of these factors to major
advertisers such as automobile companies.
Ans:- For power and attention, it's tough to top the many advantages of television advertising. No other advertising medium
combines sight and sound and has such a grand impact. But television advertising has disadvantages, too, including a glaring
disadvantage: Cost. TV ads are expensive to produce and expensive to run. Weighing the strengths and weaknesses of TV
advertising will help you decide if it's right for you.
Advantages of Television Advertising
Grabs attention. Imagine taking your product personally into millions of homes all over the country to show them why it's
better, faster, stronger, higher or longer-lasting, and even demonstrating it right in front of them. One of the biggest
advantages of TV ads is the ability to call out to your potential customers right where they are. It's akin to tapping them on
the shoulder and saying, "Hey, come look at this!"
Combines sight and sound. With print advertising, you try to use compelling headlines and graphics to get people to read
about your product. You can only hope they read the whole ad, look at the artwork and tie the two together to understand
the message you want them to receive. Radio has the advantage of voice and sound effects, but no visuals. You're counting
on them to envision your product as you want them to see it. TV ads are intrusive, capable of interrupting whatever else a
viewer might be doing to watch and listen to your pitch.
Fosters emotion and empathy. Good TV ads are more than walking, talking messages. You determine how you want your
audience to react. Smile. Laugh. Cry. Take action. You're putting on a skit or short play of sorts for their benefit. You can make
it lighthearted or even humorous, thought-provoking or heartbreaking. You can try to do that with print, but you can't control
how the words are read, with the proper emphasis and pauses for emotion. You can put the emotion into radio, but without
the visual effect it's just not as powerful.
Reaches a wide, targeted audience. One of the big advantages of television advertising is the huge audience you can reach
instantaneously. TV ads can be targeted to specific audiences surprisingly well, too. To reach stay-at-home or work-from-
home parents, buy daytime spots. To reach a Hispanic market, you could buy air time on a Spanish-speaking network. For
products that appeal to full-time workers, advertise in the evening. Toy and cereal manufacturers have known about
targeting since TV began and they advertised during Saturday morning cartoons. Parents didn't always appreciate it, but the
ads worked.Advertising influences nearly 90 percent of consumer decisions to purchase goods and services. This includes not
only traditional media, such as television, print, radio and outdoor billboards, but newer concepts, such as Internet and
mobile advertising. With so many advertising media available, business owners may wonder about the benefits of television
advertising over other mediums. In reality, TV advertising offers benefits ahead of any other medium, making it an effective
use of advertising dollars.Reach Larger Audiences
Among the advantages of TV advertising is the opportunity to reach mass audiences with a single ad spot. Watching TV is
the nation’s most common leisure activity, with the average American watching around five hours every day. Additionally,
studies have shown that 60 percent of consumers are likely to make a purchase after viewing an advertisement on TV
compared to only slightly over 40 percent for viewing ads online or over social media.
In contrast, radio audiences tend to be more segmented and smaller because of the larger number of local stations compared
with television. Because local TV stations are fewer, audiences are spread into larger segments of people who will see your
ad. Also, the widespread appeal of TV may make consumers more receptive to TV advertising compared with other media.
Many audiences are interested in and attracted to creative, well-made TV advertisements as demonstrated in the popular
hype over Super Bowl commercials.
Ability to Target Your Audience
Other advantages of advertising on television are the ability to target specific audiences and expand reach by encouraging
further engagement on social media. Advertisers can target their audience by purchasing ad spots during shows their
intended demographic is likely to be watching. Toy manufacturers may want to advertise during Saturday morning
cartoons, for example, while a local bar and grill may want to advertise during sporting events. Business owners can choose
to advertise with independent or local TV stations to further narrow the demographic focus.
Both reach and brand awareness can be expanded as advertisers encourage viewers to engage with their product while using
additional technology and social media outlets. Over 70 percent of television viewers use an additional device such as a tablet
or smartphone while watching TV and are often engaged with friends online at the same time. Advertisers can encourage
engagement by instructing viewers to enter a sweepstakes online or visit their website. Viewers are also more likely to text
friends about a product they just saw advertised or search for more information on a product in which they are interested.
Television Gathers a Captive Audience
A captive audience and no additional competition are other advantages of TV ads. Even if only for a few seconds, a TV ad puts
only your product is in the spotlight. This contrasts with newspapers, telephone directories or other print media where ads
may be relatively small and placed directly alongside competitor ads. In radio, listeners frequently listen to several stations by
flipping through the radio dial, so advertisers might need to advertise on many stations to reach their intended audiences and
consumers may encounter competitors' products.
Cost Delivers Trustworthiness
Although TV advertisements are more costly to produce than other ads and commercial air time can be expensive,
promotional material on television is the most influential because consumers trust it above other mediums. It has the
advantage of sophistication ahead of any other medium because it combines both visual and auditory stimulation. Interesting
camera angles, and the combination of pictures and words is not only more exciting, but gives a more realistic view of a
product than a single static photograph. Television advertising has the ability to show a product, demonstrate its use and
explain the benefits of ownership or consumption.

10. Discuss the role of newspapers and magazines in the development and implementation of an integrated
marketing communications programme. What advantages are offered by each medium?

Ans:- Once they have developed products and services, organizations must communicate the value and benefits of the
offerings to both current and potential customers in both business-to-business and business-to-consumer
markets. Integrated marketing communications (IMC) provide an approach designed to deliver one consistent message to
buyers across an organization’s promotions that may span all different types of media—TV, radio, magazines, the Internet,
mobile phones, and so forth. For example, Campbell’s Soup Company typically includes the “Mm, mm good” slogan in the
print ads it places in newspapers and magazines, in ads on the Internet, and in commercials on television and radio. A
company’s ads should communicate a consistent message even if it is trying to reach different audiences. For example,
although the messages are very similar, Campbell’s uses two variations of commercials designed to target different
consumers. Watch the two YouTube videos below. You’ll notice that the message Campbell’s gets across is consistent. But
can you figure out who the two target audiences consist of
Changes in communication technology and instant access to information through tools such as the Internet explain one of the
reasons why integrated marketing communications have become so important. Delivering consistent information about a
brand or an organization helps establish the brand in the minds of consumers and potential customers. Many consumers and
business professionals seek information and connect with other people and businesses from their computers and phones.
The work and social environments are changing, with more people having virtual offices and texting on their cell phones or
communicating through social media such as Facebook. Text messaging, Internet, cell phones, blogs—the way we
communicate continues to change the way companies are doing business and reaching their customers. As a result,
organizations have realized they need to change their promotional strategies as well to reach specific audiences. Many
college students are part of the millennial generation, and it is consumers from this generation (people like you perhaps) who
are driving the change toward new communication technologies.
Traditional media (magazines, newspapers, television) now compete with media such as the Internet, texting, and mobile
phones; user-generated content such as blogs and YouTube; and out-of-home advertising such as billboards and movable
promotions. You might have noticed that the tray tables on airplanes sometimes have ads on them. You have probably also
seen ads on the inside of subway cars, in trains and buses, and even in bathroom stalls. These, too, are examples of out-of-
home advertising. As the media landscape changes, the money organizations spend on different types of communication will
change as well. Some forecasts indicate that in the next five years companies will increase their expenditures on new media
from approximately 16 percent of their total promotional budgets to almost 27 percent of their budgets, or $160 billion
Advertising involves paying to disseminate a message that identifies a brand (product or service) or an organization being
promoted to many people at one time. The typical media that organizations utilize for advertising of course include
television, magazines, newspapers, the Internet, direct mail, and radio. As we explained, businesses are also advertising on
social media such as Facebook, blogs, Twitter, and mobile devices. Each medium (television or magazines or mobile phones)
has different advantages and disadvantages. A few examples of advantages and disadvantages are discussed below.
For example, mobile phones provide continuous access to people on the go although reception may vary in different markets.
Radios, magazines, and newspapers are also portable. People tend to own more than one radio, but there are so many radio
stations in each market that it may be difficult to reach all target customers. People typically are doing another activity (e.g.,
driving or studying) while listening to the radio, and without visuals, radio relies solely on audio. Both television and radio
must get a message to consumers quickly. Although many people change channels or leave the room during commercials,
television does allow for demonstrations. In an effort to get attention, advertisers have changed the volume for television
commercials for years. However, the Federal Trade Commission passed a new regulation effective in 2010 that prohibits
advertisers from changing the volume level of commercials on television.
People may save magazines for a long time, but advertisers must plan in advance to have ads in certain issues. With the
Internet, both magazines and newspapers are suffering in terms of readership and advertising dollars. Many major
newspapers, such as papers in Seattle and Chicago, have gone out of business. Local news and the fact that local retailers get
cheaper rates for advertising in local newspapers may encourage both local businesses and consumers to support
newspapers in some markets.
One of the biggest factors an organization must determine is which medium or media provides the biggest bang for the buck,
given a product’s characteristics and target market. For example, a thirty-second ad aired during Super Bowl XLII cost $2.7
million. However, a record number of 97.5 million people watched the game, so the cost per ad was less than three cents per
viewer. But do the ads pay off for companies in terms of sales? Many advertising professionals believe many of the ads don’t.
However, the ads probably do have a brand awareness or public relations type of effect.
Within each different medium, an organization might select a different vehicle. A vehicle is the specific means within a
medium to reach a selected target market. For example, if a company wants to develop commercials on television to reach
teenagers, it might select Gossip Girl on the CW as the best vehicle. If an organization wants to use magazines to reach males
interested in sports, it might use Sports Illustrated. As technology changed, Sports Illustrated launched SI.com so readers
could get up-to-date information on the Web.
Personal selling is an interactive, paid approach to marketing that involves a buyer and a seller. The interaction between the
two parties can occur in person, by telephone, or via another technology. Whatever medium is used, developing a
relationship with the buyer is usually something the seller desires.
When you interview for internships or full-time positions and try to convince potential employers to hire you, you are
engaging in personal selling. The interview is very similar to a buyer-seller situation. Both the buyer and seller have objectives
they hope to achieve. Although business-to-business markets utilize more personal selling, some business-to-consumer
markets do as well. If you have ever attended a Pampered Chef or Tupperware party or purchased something from an Amway
or Mary Kay representative, you’ve been exposed to personal selling.
Public relations (PR) helps improve and promote an organization’s image and products by putting a positive spin on news
stories. Public relations materials include press releases, publicity, product placement, and sponsorships. Companies also use
PR to promote products and to supplement their sales efforts. PR is often perceived as more neutral and objective than other
forms of promotion because much of the information is tailored to sound as if it has been created by an organization
independent of the seller. Many companies have internal PR departments or hire PR firms to find and create public relations
opportunities for them. As such, PR is part of a company’s promotion budget.
Sales promotions consist of other types of promotions—coupons, contests, games, rebates, mail-in offers, and so forth—that
are not included as part of another component of the communication mix. Sales promotions are often developed to get
customers and potential customers to take action quickly, make larger purchases, and make repeat purchases. Many stores
now place coupons next to products to encourage consumers to select a particular brand and products.
In business-to-business marketing, sales promotions are typically called trade promotions because they are targeted to
channel members who conduct business or trade with consumers.

Trade promotions include trade shows, sponsorships, event marketing, and special incentives given to retailers, such as extra
money, in-store displays, and prizes to market particular products and services. Sales promotions are often used to
supplement advertising and create incentives for customers to buy products more quickly.

Direct marketing involves delivering personalized promotional materials directly to individual consumers. It provides an
interactive approach for organizations to reach consumers in hopes of getting consumers to take action. Materials may be
delivered via mail, catalogs, Internet, e-mail, telephone, or direct-response advertising. Several benefits of direct marketing
include the ability to target a specific set of customers, measure the return on investment (ROI), and test different strategies
before implementing to all targeted consumers. However, direct marketing is very intrusive and many consumers may ignore
attempts to reach them.

Telemarketing involves direct marketing by phone. You just sat down for dinner and the phone rings. It’s a local charity
calling to raise money. The calls always seem to come at dinner or at other inconvenient times. Although expensive,
telemarketing can be extremely effective for charitable organizations and different service firms and retailers. However,
because some consumers have negative perceptions of telemarketers many organizations do not use it. The Do Not Call
Registry, which was established in 2008, prevents organizations from calling any numbers registered with the Federal Trade
Commission.

Direct response advertising includes an offer and a call to action. You’re watching television and an interesting product is
shown. The announcer says, “Call now and receive a bonus package.” They want consumers to call to purchase the product or
to get more information. However, the Internet provides the preferred direct-response medium because it is less expensive
and easier for the organization. The Internet is also an important medium for direct marketing.

11. What is inflight advertising? What are the advantages and disadvantages of In-flight advertising?
Ans:- In-flight advertising is advertising that targets potential consumers aboard an airline. It includes commercials during in-
flight entertainment programming, advertisements in in-flight magazines or on Boarding Passes, ads on seatback tray
tables and overhead storage bins, and sales pitches by flight attendants.[1] Ads can be tailored to the traveler's destination, or
several of the airlines destinations, promoting local restaurants, hotels, businesses and shopping.
Inflight advertising began in onboard magazines as a way to increase ancillary revenue for airlines and pay for inflight
content. Today, inflight advertising is set to increase as airlines are investing heavily in content and connectivity and utilizing
media sales to offset costs.
In 2017 Virgin America aired the first-ever cannabis related advertisement across its video display network during inflight
entertainment breaks.
Captive Audience
According to U.S. Airways, on-board advertising brings in about $20 million a year. In-flight advertising is one of the best ways
to advertise to people because flight passengers are a captive audience and cannot just get up and walk away. In-flight
advertising has an advantage that many other media vehicles do not: a captive audience. Plus, being in the airplane is stuck
and boring for many people and they are often hungry for information and surely in a receptive of mind. That is the timely
moments for your ads to come.
Global Reach
With thousands of people flying every airline every day in countries around the world, In-flight media have a wide reach
global of both domestic and international travelers with a penchant for spending money pre, during and post journey.
High frequency of exposure
Since most people do not own a private jet, they will probably have to fly commercial flights several times in their life so
along with the automatic high reach of in-flight ads, comes a high frequency of frequent flyers.
Follow passengers’ pre, during and post journey
In-flight media does not only concern what passengers use and see on-board but also before their flight. In-flight ambient
media advertising represents all the communication supports that can be used within the passenger environment, including
advertising in airport lounges. This type of communication offer brands a unique opportunity to present their images in an
impressive way.
Highly targeted audience
With in-flight advertising, advertisers can reach a huge number of passengers and effectively target them by geographical
origin, destination, routes, and even by their preferences and purchasing habits data from your advertising representative.
You can also target them by class, for example, if you want to reach customers with deep pocket and high purchasing power
to promote your luxurious products, it is advisable to choose business and first class to advertise. However, in-flight
entertainment is no longer all about costly systems, with limited budget, you can still advertise effectively to mass audience
in low-cost carrier, which, if done well, can also bring equal benefits.
Numerous choices of formats and platforms
They also have numerous choices of formats for their campaigns: print, TV, digital and ambient adverts. Ads can be placed
on in-flight magazine, passing board or displayed on TV on-board or on the touch screen of digital devices. Many airlines are
event offering free wifi on flights, which is another very effective way for them to sneak in advertising. Some of the ads are
highly technological touch screens while others are very basic, such as the napkin a passenger receives when they request a
drink. So, advertisers can choose the format, platform suitable for their business and purposes and be creative with the
campaign ideas.

12. Write short notes on:

Brand recall
Brand Recall is the likelihood of instant recollection of the name of a brand by a consumer when prompted with a product or
service or any other association with it.
In simple terms, brand recall is a qualitative measure of the consumer’s ability to remember the name of a brand. It is a
component of brand awareness which measures the spontaneous recall of the brand from memory when the customer is
prompted by the product category.
Importance Of Brand Recall
Being at the top of the mind whenever the consumer thinks of a product category is the ultimate aim of every brand as it not
only leads to increased sales, but it also helps the brand carry out its word of mouth marketing strategies, referral marketing
strategies, etc. Here’s a more detailed explanation of why having a strong brand recall is important for a brand –
Boosts Sales And Market Share
The brand recall for a company is directly proportional to the likelihood of actual purchase of a product or service offered by
the brand. It plays a significant role in facilitating repeat purchases.
A positive brand recall ensures behavioural, cognitive and emotional loyalty of consumers towards its existing and potential
products and services.
Creates A Competitive Edge
Brand recall is one of the factors that lie at the top of the marketing funnel and reflects the first stage of a buyer’s journey.
Brand recall signifies comfort and familiarity with a certain brand. It provides an edge over the competitor’s brand while
making an actual purchase decision.
Builds Brand Equity
Brand recall builds brand equity for a brand’s products by ensuring that its superior quality and reliability is etched in the
memory of consumers.
How To Measure Brand Recall?
Brand managers can ascertain the effectiveness of the branding strategies deployed for a company by measuring brand recall
with this formula –
Percentage Brand recall (%) = (Survey Respondents who correctly identified or recalled your brand/ Total number of
respondents) X 100.
The aforesaid technique must be aided with other KPIs (Key Performance Indicators) and suitable industry benchmark. For
example – the recall percentage of a start-up should be compared to its peer group and not with an established giant like
Coca Cola.
Moreover, the above technique is also used to measure the two types of brand recall which helps the brand managers
ascertain their future branding strategies. These two types of brand recall are –
Aided brand recall
Unaided brand recall
Aided Brand Recall
In terms of aided brand recall, the respondents are given an external hint which acts as an aid for them to recall the brand in
the discussion.
For example, A researcher might prompt a respondent with a question like “Are you familiar with Heineken (or any other
beer brand or a list of beer brands)?” If the respondent professes familiarity with the brand, it is a result of aided brand recall.
The name of the brand or any cue linked to the same is given to the respondent for enhancing or aiding the consumer’s
memory.
Unaided Brand Recall
Unaided Brand recall implies when a consumer or respondent recalls the name of the brand without any aid or hint.
For example, the researcher may ask a respondent “What beer brands are you familiar with?” A prompt answer from the
consumer could be “Budweiser, Miller Light, Coors Light, Heineken” Such kind of prompt recall without any hint, under a
product category is called unaided brand recall.
Strategies To Enhance Brand Recall
While there are innumerable strategies to enhance brand recall, which differs for different industries, here are some common
and effective ones –
Develop A Brand Profile
A brand profile is a brand’s identity which encompasses all the decisions made by the company’s marketing agency in terms
of communication, web presence, brand values and preferences, packaging, graphic design, etiquettes of the office staff,
brand’s take on relevant socio-economic issues etc.
Developing a solid Brand Profile reinforces brand identity and allows consumers to readily remember the brand’s concrete
and abstract appearance.
There are three main components of Brand profile based on which all communication on behalf of the brand is undertaken:
Define The Brand Purpose
Brand Purpose is the reason for the existence of a brand beyond generating revenues. It answers the question “How does a
company improve the lives of its consumers” or “What is the idea that drives a particular brand”?
A classic example of a powerful brand purpose is Dove. The Dove brand purpose is to improve the self-confidence and
esteem of women around the world.
 a) Advertisement copy

Advertisement Copy is the soul of an advertisement. An advertisement copy is all the written or spoken matter in an
advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumers.
In print media, an advertisement copy is made-up of head-line, sub-headlines, body of the copy, illustration logo-type, slogan
and the brand name. Strictly speaking, written content of an ad copy is the product of the collective efforts of copy-writers,
artists and the layout-men.
Copy writer and artist must collaborate to provide an advertisement though copy writing precedes or succeeds the art- work
and the layout.
Essentials of effective copy:
Whether a copy is effective or ineffective is a matter of personal judgment. It is really very difficult to judge as its evaluation is
purely subjective and perceptive. However, a good or effective copy is one that succeeds in reaching the target consumers to
create favourable attitudes towards the product and the producers, impelling an action on the part of consumer to buy.

A good advertisement copy has the following attributes:

It is brief:
Brevity is the soul of wit. Most readers are interested in shorter advertisements. Being brief is not dropping words or
chopping sentences. It is the meticulous work of eliminating and substituting the words without jeopardizing the meaning. It
cuts to the core; it is to the point to cover all.
It is clear:
A clear copy is one which is easily and quickly read and grasped by the readers. It is unambiguous and self- explaining. It is
one that clicks fast. Clarity gives clue to interpretation. The manner in which a copy is interpreted is dependent on factors like
local traditions habits, customs and nationality. Clarity is adjusted to these points.
It is apt:
A copy is apt that matches to the needs and counts of the prospects. Writing an apt copy is the art of putting in the words
that create strong desire to possess the product where the product features or the qualities satisfy the consumers’ desire to
possess. Copy writer is to place himself in the position of a customer to make it apt. He is to use the most suitable USP.
It is personal:
A personal copy is specific where generality is dismissed to do away with ambiguity. A personalised copy is centred on the
prospect. It presents something of interest to the prospect. It is an individualised appeal copy. It is written from ‘prospect’ to
‘product’ rather than ‘product’ to ‘prospect’. The copy has ‘you attitude’.
It is honest:
Credibility or believability of an advertisement message is decided by the extent of honesty. An ad to be good must be
truthful. Misleading and mis-presented facts made in the copy only damage the reputation of selling house.
One of the surest ways of winning the hearts of the consumers is to be honest. ‘Honesty’, here, implies ‘commercial honesty’
and not the ‘judicial’.
 C) Brand equity
Brand equity refers to a value premium that a company generates from a product with a recognizable name when compared
to a generic equivalent. Companies can create brand equity for their products by making them memorable, easily
recognizable, and superior in quality and reliability. Mass marketing campaigns also help to create brand equity.
When a company has positive brand equity, customers willingly pay a high price for its products, even though they could get
the same thing from a competitor for less. Customers, in effect, pay a price premium to do business with a firm they know
and admire. Because the company with brand equity does not incur a higher expense than its competitors to produce the
product and bring it to market, the difference in price goes to margin. The firm's brand equity enables it to make a bigger
profit on each sale.

Important: Brand equity is an extension of brand recognition, but more-so than recognition, brand equity is the added value
in a particular name.

D) Brand image

Brand Image is how customers think of a brand. It can be defined as the perception of the brand in the minds of the
customers.
This image develops over time. Customers form an image based on their interactions and experience with the brand. These
interactions take place in many forms and not necessarily involve the purchase or use of products and services.
An image is the set of beliefs, ideas, and impression that a person holds regarding an object. – Kotler
Brand image is the perception of the brand in the mind of the customer. It is an aggregate of beliefs, ideas, and impressions
that a customer holds regarding the brand.
A simple definition of brand image could be – the customers’ perception of the brand based on their interactions and
experience with the brand or their beliefs of what the brand could be.
A brand can be perceived differently by different customers. Hence, the formation of a consistent brand image is a huge task
for any business.
Importance Of Brand Image
Every Company strives to build a strong image as it helps in fulfilling their business motives. A strong brand image has the
following advantages –
More profits as new customers are attracted to the brand.
Easy to introduce new products under the same brand.
Boosts the confidence of existing customers. Helps in retaining them.
Better Business-Customer relationship.
A company with a bad image may struggle to operate and might not be able to launch a new product under the same brand.
What Give Rise To Brand Image?
Companies spend most of their time, efforts, and resources in building their brand identity. They decide how their brand will
look, how should the customer feel when they contact with the brand, where should the brand be located in consumers’
mind (brand positioning), and other associations. All these, when summed up, give rise to a brand personality which
eventually gives rise to the brand image when the customer interacts with this brand or gets to know about it.
Now, it is not always necessary that brand image forms out of interactions and experience with the brand. There are times
when prospective customers form a brand image in their mind after reading news about the brand or after watching
an influencer review it.
This is just like with humans. When we meet a person, we assess his personality and forms a perception of him in our minds
based on our interactions. Similarly, we also form perceptions when we hear about that person from some of our friends.
Examples Of Brand Image
Coca-Cola is a brand known for a product best used at the time of happiness, joy, and good experience. It is the ‘original cola’
and has a ‘unique taste’.
Woodland Shoes are solid and are an ideal choice for outdoors. They last very long.
McDonald’s has an image of an inexpensive brand that serves the food very quickly.
Walmart is best known for a retail brand selling goods for a lesser price than usual retailers.
Rolls-Royce is a premium brand considered to be exclusive for wealthy and influential people.
The brand image of Nike is different from other apparel brands. It’s considered to be a cult brand which deals only in
sportswear.

e) Brand personality and loyalty

Creating loyal customers is one of the most important aims organisations have. However, most marketing departments try to
create loyal customers through customer loyalty programmes only. This study aims at investigating the influence of the
brand’s image (i.e., brand personality; Aaker, 1997) on brand loyalty. Method. Study 1 (N = 360) was used to derive a valid
single-item measure from a multi-item scale for the three inter-culturally stable brand personality dimensions (sincerity,
excitement, sophistication; Aaker, Benet-Martinez, & Garolera, 2001). Study 2, using an automobile customer sample (N =
1032), assessed the influence of brand personality on brand loyalty while controlling for previous purchases and customer
personality. Results. Previous purchases and customers’ conscientiousness were significant determinants of brand loyalty.
Additionally, all three brand personality dimensions explained incremental variance (ΔR² = .28) of customers’ loyalty.
Conclusion. Practical implications for the application of brand personality in loyalty campaigns are derived.
Brand Personality: there’s no Marketing Conference without a guru talking about what you can do to develop the most
impressive Brand Personality for your company. But does Brand Personality really deliver a higher customer loyalty? Does it
deliver more revenue?
While both academic marketing literature and many popularized marketing books describe a whole range of benefits of
creating a strong Brand Personality, the relationship with Brand Loyalty is not always transparent. Often, loyalty strength is
indirectly derived from measuring customer satisfaction, but rarely it is proven through hard product sales or revenue
numbers, partly because without having a loyalty program in the first place, it’s difficult to connect sales to individual (offline)
customers. Loyalty programs are able to measure sales and retention on an individual level.
So, what are the direct influences of Brand Personality to building loyalty? Measuring satisfaction and loyalty might provide
insight in levels and trends, but it does not explain what are effective strategies to achieve it.
Next to having a loyalty program that stimulates retention and provides you with the data to get insights, implementing a
strong Brand Personality is one of those strategies to accomplish loyalty. Academic research shows a recent increased
interest in the impact of brand personality on loyalty. It’s proven that satisfied customers are not necessarily loyal and vice
versa. Very satisfied customers do not always show higher retention levels, so purely going for customer satisfaction is not
sufficient. So for successful companies (it’s proven that a higher loyalty level significantly increases company long-term
success) need to look beyond customer satisfaction as a predictor or driver of loyalty.
The relationship between customer and brand, for which Brand Personality is the metaphor, proves to be a better predictor
or driver for Brand Loyalty of consumers. This is caused by today’s competitive markets, in which products and services have
become quite similar in quality and differentiation (the main reason why a consumer would be loyal) is not so much in
product quality, variety or service completeness anymore, but also in the low risk known brands offer and the expectations
they can raise with consumers: the Brand Personality.
Brand switching behavior has completely changed.
Brand switching is no longer mainly based on levels of satisfaction (or product/ service quality) but on expectations level and
association: the ingredients you can manage through Brand Personality. In order to keep competitive advantage in today’s
markets, brands need to communicate their Brand Personality more explicitly, listen to a constant feedback flow from their
customers and use data to understand the various aspects of what different segments of consumers think and experience.
This is easier when you have these consumers in your database and can communicate with them directly, and it’s more
expensive when you have to pay Facebook and Google to be able to reach them and use that data.
 SECTION-C
Case Study

13. Case Questions:

Ans 1:-
❖ 1. Work out a strategy for Mr. Anil on both the tasks :
• Refocusing on Brand image and Brand loyalty

Brand image is based on a three point:

➢ What – the products or services you offer to your customers

➢ How – the things that differentiate you from the competition
➢ Why – the reason you are passionate and why you exist

• Branding is much more than just a cool logo or a well-placed advertisement. Brand is defined by a customer’s overall
perception of your business.

• Brand Identity image is the way that you convey this to the public with visuals, messaging, and experience. Your
brand strategy will influence how you present your identity and align it with your purpose for the most impact.

• The foundation of your branding, through a tagline, slogans, voice, messaging , stories , visuals and more.

• 50% of consumers say they now buy based on a company’s brand values and impact.So dig deep and find those

nuggets of truth which can distinguish your brand from others.

Positive image + standing out = brand success.

• Brand Strategy will map out how you are different, trustworthy, memorable and likable by your ideal customer. It

will convey your purpose, promises, and how you solve problems for people.

• The goal is to differentiate from the competition. Convince a customer to purchase from you ov er them.When

branding your business, start small and remember to focus on your target niche audience first. Focus on the

qualities and benefits that make your company branding unique.

• Example :Apple is obviously not just another computer company. One of their key qualities is a clean design, and a

key benefit is ease of use.

• No one knows your brand better than you, so it’s up to you to spread the word.

❖ Strategy for Mr Anil on Brand Loyalty:

• Brand building is a very complex process that has to be seamlessly planned and executed. One of the most important

steps of this process is creating brand loyalty. Brands can exist only if they have an army of loyal customers to

support them. In today’s competitive market, acquiring customers is tough, while keeping them is quite an

achievement. Here are several strategies that will win loyalty to the brand and prevent your customers from

defecting to the competition.

• Defining and creating a brand narrative is an essential step in brand building and encouraging customer loyalty. You

need to tell your customers a compelling story that they can relate to. It’s important to give a personal touch to your

brand and show your customers how your products and services can help them solve a particular problem they have

or improve the quality of their life.

• Lots of potential business opportunities are lost because of the lack of follow-up. Besides purely financial benefits,

this strategy is also great for strengthening your bond with your customers. Another great method is letting your

customers know when their warranty is about to expire, or when they’ll need a refill.

• Brand loyalty is still critical for your business growth, but is becoming tougher and tougher to achieve and hold.

❖ Coordination is required from sales team to be successful :

 • A coordinated sales team is absolutely critical to implementing a superior customer experience framework for the

three reasons discussed in this article.

➢ Superior Customer Experience is proven to drive more revenue

➢ Setting up a Structure of Farmer Account Manager with an Inside Customer Success Manager is a one-two punch for
Superior Customer Experience.
➢ Look to Emerging Best Practices to stay ahead of your Peers.

• AT THE TOP OF THE CUSTOMER BASE PYRAMID WHERE THE ACCOUNTS ARE HUGE, MARKETING AND SALES MUST
MAKE JOINT DECISIONS ABOUT PRODUCT, PRICE, BRAND, AND ALL KINDS OF SUPPORT.

• Developing a large list of qualified leads is essential and it goes without saying that the more leads you have the
better chance you have of gaining sales. However, it is also important to note that more leads do not always
guarantee a company is optimizing their efforts and doing so may be wasting valuable resources.

• You know that nothing excites me more than collecting and analyzing mounds of data. What you may not
know is that this can take a lot of time, especially if you don’t know what to do with the information that you
collect.

• Content marketing is big business in today’s marketplace. And, it is clearly one of the best ways to grow your
network, boost your bottom line and share your product/service with the world.

Ans2:-
❖ Advertising and Promotion can help in drawing a successful strategy :

• A sales promotion is an activity applied for a predetermined, limited period of time, with the aim of increasing
consumer demand and stimulating sales. Sales promotions give potential customers an additional reason to
consider doing business with you and your company.

• The difficulty with any marketing campaign lies in locating those individuals who will eventually become loyal
customers. Many marketers believe that by casting a large enough net, they’ll be able to locate those individuals
simply by virtue of percentages.

• There’s no denying the importance of setting goals, but there’s also power in writing them down. One study
showed that when people write down their goals, they are 33% more successful in achieving them. But you need
to be more specific than “increasing sales” when designing a sales promotion campaign.

• You can market or advertise your promotions just like any other product or service. In-store signage, information
on your company website, blog posts, social media posts, email marketing campaigns, e-newsletter stories,
media releases, brochures, and print and online advertising can all be effective ways to let prospective customers
know about your sales promotion.

• When all is said and done, the customer is interested in just one thing from your organization: value. If your sales
promotion doesn’t offer them real value, then all the targeted marketing and limited-time offers in the world
won’t make your sales promotion a success.
 • A promotion strategy is an actionable plan to influence people about your business, generate more leads, and
boost customer engagement. It visualizes how to perform your marketing strategy and communication, who to
target as your audience, and where and when to execute the promotion plan.

• When it comes to business promotion, it is one of the 4 P’s of marketing mix. It is a part of marketing
communication which reaches your target market to gain awareness and foster conversation with prospects and
customers.

• Promotion helps you to draw the attention of your target, create interest in your products and services, generate
demands, and encourage them to purchase from you.

• Making your products and services desirable. You can share great features and benefits, and create an emotional
connection with your prospect.

❖ Many type of promotions are there:

• Traditional advertising
• Direct marketing
• Sales promotion
• Public relations
• B2B promotions
• Word-of-mouth marketing
• Customer loyalty program etc…

• Business promotion is one of the most critical processes in marketing. It focuses on how to attract the right audience
to your business, introduce your product and service effectively, and convince people to buy it.

• Besides, developing a promotion strategy helps you to cut unnecessary promotion costs. Because you target the right
audience instead of marketing anyone out there, and they will start recognizing you more and choose you over the
competition.

• Advertising strategy development begins by identifying and describing the target audience. Next, marketing
management should establish the role and scope of advertising.

• At times your promotion and advertising strategy can be combined. For other organizations, they must keep these as
separate marketing strategies.

❖ The steps in developing an advertising strategy include:

• Identifying the target audience

• Determining the role of advertising in the promotional mix
• Setting advertising objectives and budget size
• Selecting the creative strategy
• Determining the media and programming schedule
• Implementing the advertising program
• Measuring its effectiveness

• Estimating advertising’s impact on buyers helps marketing management decide advertising’s role and scope of
ineffective marketing programs. Marketing management perception of what advertising can contribute to promotion
objectives as an important influence on advertising’s role.

• An advertising strategy is a plan to reach and persuade a customer to buy a product or a service.