12/27/2020

Do You Know…???

Advertising and Promotion Management

MBA (FT) 2019 - 21 Ogilvy officially apologized for the Ad…

Course Coordinator:-
Dr. Prateek Maheshwari, prateek@iift.edu

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Do You Know…??? Do You Know…???

Malvika Tiwari Zakir Hussain

Ah! Taj Wah! Taj

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Do You Know…??? Do You Know…???

Door 2 Door / Personal Selling…

Story Behind
Old Liril Ad
Uncommon in Japan…

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Do You Know…??? Agenda…

• Advertising & Promotion Management: An Overview…

• The Global and Indian Advertising Industry…

• COVID - 19 Crisis and MARCOM Insights…

• Advertising as a Promotion Strategy…

• Monitoring and Evaluating Ad Effectiveness…

• Other Promotional Tools / Activities: An Overview…

Moped Luna Chal Meri Luna

• Advertising and Promotion in the Emerging Media and Digital Age…
Technical, English Ad 3 Ads
• Group Project Presentations / Submissions…

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Suggested Readings…

APM: An Overview

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Marketing Communication and its Tools…

• Promotion and Promotional Mix / MARCOM Mix…

• Integrated MARCOM…

• Need / Significance: छाछ vs. घी, िम ी vs. सोना…

A Quick Recap…
Promotional or
MARCOM Mix

Advertising Publicity Sales Promotion Personal Selling

(When ???) (When ???) (When ???) (When ???)

• Budget, Product/Service Type, Market… Anything else…?

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Classifying Marketing Communication… Stakeholders of MARCOM Industry…

(MARCOM Ecosystem)

• High – Control and Low – Control Messages…

Company

Advertising, SP, DM… Publicity, PR… WoM

Ad Advertisement Media
Agency Industry House

• Above the Line (ATL), Below the Line (BTL) and Through the
Line (TTL)…

• TTL: One form of promotion alludes to another, e.g. A newspaper Customer

ad may direct people to local sampling event / contest…

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Advertising Agencies… Media Groups…

• Responsible for creating, producing, placing and managing

communication campaigns for their clients… • Channels or vehicles that carry messages from the communicator to
the consumer…
• Being independent, provides unprejudiced view on product & market
conditions…
• Print, TV, Radio, OOH, Internet, Social, Digital etc. etc.
• Bring in professionalism, expertise and competence…
• Questions to ponder on:
• May be:  Future of advertising agencies in India… Recent trends
• Full - service agencies (Large, Multiple functions)  Cars24 latest advertising…
• Specialized agencies (Webchutney)
• Creative boutiques (Small) (Popkon, Chlorophyll)
• Media buying agencies (Starcom, Initiative Media) etc.

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Demand Creation Role of MARCOM or

Say, How MARCOM Works…

• Primary vs. Secondary (or Selective) Demand…

• Entire Product Category vs. Specific Brand… Reading

Category Creator Advertising (HBR)
• Primary demand is when an advertising message's objective is to
drive interest in a product category or type of product, as opposed
to focusing on a specific brand…

• Secondary / Selective demand features the advertiser trying to

persuade the target audience to select its brand over alternatives…

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Demand Creation Role of MARCOM / Readings:

How MARCOM Works… Consumer Response Hierarchy Models
A Debate…
• Consumer Response Hierarchy Models… An Historical Perspective…
 AIDA / HoE / Innovation Adoption / Info. Processing Model…

Awareness Awareness Presentation • The Early Development Phase…

Attention
Knowledge Attention
Interest
Interest Comprehension
Liking
Evaluation • The Modern Development Phase…
Preference Yielding
Desire
Trial
Conviction Retention
Action Purchase Adoption Behavior • Challenges and Defense…

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Case Discussion and Analysis

Case Summary…
GSS: Moving Consumers to Action

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Socio - Cultural Aspects…

• Advertisers are Cultural Brokers…

• Language and Promotion, Literacy and Promotion…

Socio - Cultural & Regulatory Aspects… • Cross-cultural Perceptions of Colors…

• Celebrity Endorsements…

• Product Placements…

• Social Responsibility in Advertising…

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Regulatory Aspects… Self Regulation: ASCI…

• Another important aspect for marketers and advertisers… • A self regulatory voluntary organization of the Advertising Industry...

• Mission is  To Maintain and Enhance the Public's Confidence in

• Each country  Some form of regulatory bodies  Regulating Advertising...
advertisements…
• Established in 1985  Committed to the cause of Self - Regulation in
• Govt. agencies / Media associations / Civic groups / Advertiser’s Advertising and Ensuring the protection of the interests of consumers…
association etc.
• The Consumer Complaints Council (CCC) is ASCI's heart and soul…

• To check: Misleading Advertising / Surrogate Advertising /

Advertising Puffery / Exaggeration etc.

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ASCI Basics Cont… Goals of ASCI…

Truthful and
Honest
• It is the dedicated work put in by this group of highly respected
people that has given tremendous impetus to the work of ASCI and
the movement of self- regulation in the advertising…

Advertisement Non -
Fair in
Offensive to
Competition Needs to be…
• To Know More… Explore FAQs @ Public

https://www.ascionline.org/index.php/faqs.html..

Against
Harmful
Products /
Unsafe
Situations

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The Global & Indian Advertising in India:

Advertising Industry The Journey So Far and Road Ahead*

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Global and Indian COVID 19 Crisis

MARCOM Scenario / Trends… &
MARCOM Insights

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Many Things Have Changed

& The Changing Consumerism…
Many Will…
बदलती आदत... बदलता वहार... बदलता उपभो ा...
ब त कुछ बदला है... ब त कुछ बदलने वाला है...

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The Road Ahead… The Road Ahead Cont…

• When will customers come back  For what they will come back
• Deprivation fear, and anxiety  New consumer attitudes / (So, what & how differently you are delivering)
behaviors…
• New market leaders will emerge… Some existing leaders will
• Emergence of a new human being  Differed daily behavior and falter...
(Consumers  Find reliable and satisfying replacements…)
thinking…

• Some weaker companies / brands will vanish

• People  Re-examine  What to and how much to consume…
• Be ready for: (The New Normal)
• Organizations need to understand  Change in social interactions,
events and personal contacts…
– Loyalty Shock  Brand Switching
– Trust deficit

• More Careful / meticulous spending and saving of money

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‘New Consumer’ Spending…
Spending on Cheaper Goods
More on Health and Safety
Reduced Ticket Size
Delayed Spending
More Gardening
Increased Social Media Use
Reduced Travel / Outings
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Compromise on Others
Home Fitness
Home Entertainment
Home Cooking
Avoiding Hospital / Clinics
Reduced Dining - out
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Implications for Marketers…
• The pandemic isn’t just a temporary disruption  It is creating a
paradigm shift in how we live & how organizations do business…
• Being virtual is the ‘new normal’  Increase in remote working,
home workouts and even virtual get - togethers and parties…
• A dramatic shift in family dynamics is also noticeable, with
millennials acting as the ‘Adult’, informing senior members of
their families…
• People want reassurance and empathy  Opportunity for brands to
connect with the audience base at a humane level…
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The Game has Just Begun… Implications for Marketers…

• 4 things  Brands can choose to do in these volatile times…

o Help (McD)
• Evolved brands have already started making tweaks to
o Inform (Kotak)
their MARKETING approach to fit the larger
o Entertain (Bingo)
sentiment… o Connect (Swiggy)

• Nike, Coca Cola, Diageo, Merc and BMW etc… o ABC of Brand Communications…
 Analyze the Brand Messaging
 Be Attentive
 Consumer Needs First

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To Summarize… To Summarize…

Don’t Panic
Be Empathetic, Be Sensitive, Be Transparent…
Listen More, Then Respond…
Coz…
Associate with Good, Rise to the Occasion…

Anything that can be DELIVERED @ HOME Track Trends, Build Scenarios…

is Adapt Your Strategy…

(Willingness and Ability to Change / Adapt)
PANDEMIC PROOF…

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Must Read… Advertising as a

Campus 360 Promotion Strategy

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Advertising Research: To Begin With…
• Remembered, Godrej GSS Case…
• Research survey helped to plan their first campaign…
• Concerned homeowners but did little more than worry…
• Security solutions IMP… But only few invested in it…
• Reluctance to act…
• Belief  Peepholes, Safety doors, Security guards are enough…
• Preference to upgrading TV than buying a safe…
• Reactive vs. Proactive Approach…
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Advertising Research Cont…
• Rasna (1982)… I love You Rasna Campaign…
• To find out customers / buyers and consumers…
• Kids saying ‘Mumma we want Rasna’…
• Hence, kid protagonist…
• AIDS Awareness (Balbir Pasha)… Nawazuddin Siddique…
• Objective was to promote practice of safe sex amongst labors…
• Survey  Awareness about AIDS and their perception about safety…
• Survey Insights  It’s can’t happen to me (Only one), Enjoying
catastrophe as long as it is someone else’s reality, Forgets preventive
measures while drunk…
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Advertising Research Cont… Advertising Research Methods…

• Or… Let’s take the example of  Officer’s Choice Whisky • Focus Groups / Delphi / NGT etc…
(OCW)…
• Fieldwork / Observations / Insights…
• MARCOM for Rebranding and Repositioning exercise…
• Psychographic profiling of OCW, Bagpiper and Imperial Blue…
• To identify key drivers of brand choice and gaps… • Interviews / Discussions…
• Identifying meaningful repositioning strategy…
• Identifying cues to enhance brand power to make it more relevant for past, • Consumer Neuroscience…
present and future prospects…

• Questionnaire Survey…
• Maruti  Understanding Consumer Behavior  Frugal  Kitna
Deti Hain…
• Projective Techniques…

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The Advertising Planning… How It Goes (In Practice)…

Situation Analysis Objectives
Cultural, Historical Quantitative Benchmarks
Industry, Market & Competitor Measurement Methods
Analysis Time Frame

Creative
Pitch /
Idea / Client
Budgeting Brief Insight
Script /
Approval Execution Production Testing
Strategy Story
Methods
Board
Amount

Execution Evaluation
Copy Strategy Criteria
Media Plan Methods

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Creative Brief and Preparing Scripts… Creative Brief and Preparing Scripts…
• Doc provided to an advertising agency by the company, containing info
to be used as the basis for an advertising campaign, an advertisement or a • Brief for Dove Real Beauty Sketches Campaign:
communication activity… • 2% of women describes themselves as b’ful…
• 47% women rate their body weight ‘Too High’…
• Brief for OCW:
• 48% women feel worse about themselves…
• High stature among own / current users, Showing signs of vulnerability…
• 59% women believe  Physically attractive women are more valued by
• Static image and lack of visibility  Lapsed users… men…
• Brand losing momentum on dynamism and new age image… • 68% women believe  Media and Advertising set an unrealistic standard of
• Imperial Blue  Attractive packaging, Youthful and seductive imagery, beauty and hence can’t be achieved…
Salient advertising and Smooth product experience…
• OCW seen too mature, serious and purposeful… Brand Aging…
• Price - Value perception is medium for OCW, While high for Bagpiper and
IB… • But life is not always that easy for an agency…
• Communication (Challenge Yourself) is relevant… But not for lapsed users Have a Look !!!
due to monotony…
• No glamour, No girl, No new friend… Brand perceived for ‘oneself’…

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Idea / Insight / The Eureka Moment… Idea / Insight / The Eureka Moment…

• Liril (1982)  Karen Lunel  Alyque  Sitting on a toilet seat… • Fevicol Ads  Bus / Carpenter & Egg / Chhora etc.
While using flush… (Why most of the Ads are on Rajasthan plot…???)

• Surf ‘Lalitaji’  Inspired by Alyque’s Mother…  Representing • Surf Excel ‘Daag Achhe Hai’  When kids get hurt through a table
every Indian mother… or fall on the floor  What we as parents do…???

• Dairy Milk ‘Asli Swad Jindagi Ka’  Looking at elderly people in • SBI Life Insurance ‘Elderly Couple’  Piyush’s own mother 
San Francisco  Don’t forget the child in you… When gifted diamond said ‘Iss umar mein heero ka kya karungi’…

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Creative Message Strategy…
Objective
(What Advertiser Hopes to Achieve)
Promoting Brand Recall
Linking a Key Attribute to the Brand Name
Persuading the Consumer
Ensuring Affective Association
Scaring the Consumer into Action
Defining the Brand Image
Leveraging Social Disruptions and Cultural Tying brand to social/cultural movement as a way to
Contradictions
Situate the Brand in a Social Context
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Message Appeals…
Method
(How the Advertiser Plans to Achieve the Objective) • Rational vs. Emotional Appeals…
Repetition, Slogans, Jingles
USP • Rational  Focus on Delivering benefits, Reasoning, Quality,
Price, Value for Money, Performance etc…
Reason-why, Hard-sell, Comparison Ads, Infomercials,
Testimonials
Feel-good, Humour Ads
• Emotional  + / - emotions…
Fear-appeal, Anxiety, Social anxiety Ads • Fear  Insurance, Hair Oil etc.
• Humor  Mentos, Center Shock / Fresh etc.
Imagery Ads • Sexual  Deo, Condoms etc.
• Agony  Itch Guard etc.
resolve cultural contradictions
• Patriotic  Hum Mein Hai Hero…
Slice-of-life, Product Placement Ads • Pleasant…
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Does Music/Lyrics/Casting Play a Role ?

• The magic music / lyrics bring in:
• Fevicol Bus Ad… Fevicol Moochwali Ad…
• Center Shock Ad… Center Fresh (Jo Aaya Hai Wo Jayenga…)
Case Study (DEL):
• Fortune Oil Ad… Dove Real Beauty Campaign
• Voda Pug Ad…
• HappyDent White Ad…
• Asian Paints (Lyrics)…

• The magic casting does: PROTAGONIST

Case Study (KOL):
• Center Fresh (Jo Aaya Hai Wo Jayenga…), Center Shock Ad… Saffola: The Repositioning Journey
• Lalita Ji…
• Daag Achhe Hai…
• Fortune Oil…
• ToI Pakaya… Fevicol Ads… & Many…

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What This Case Teaches Us…

Positioning Journey of a Brand…

Need of Shift in MARCOM

Case Summary… as per

Changing Trends and Market Sentiments…

MARCOM & Brand Strategy: Goes Hand in Hand…

Changing CB and MARCOM: Goes hand in Hand…

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Discussion Agenda…

• Evaluate 3 Campaigns from the Perspectives of STP…

• Role of IMC in ‘Sehat Se Jeena Hai’ and ‘Kal Se’ Campaign…

• Analyze Communication Constructs & Signs of Each Campaign…

• What Saffola Could Achieve through ‘Kal Se’ Campaign…

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Saffola Saffola Tasty S. Nutriblend Saffola Gold Total Executing the Creative…
Jan – 04 1567

Feb 1590 • The Creative Team, Account Planner, Media Planner etc…
Mar 1523
• Copywriters and Art Directors…
Apr 1471

May 1730 • Copywriting is the process of crafting the meaning of a brand

Jun 1632 through words / visuals / images…
Jul 1783
• Copywriting for Print / TV / Radio / Digital etc.
Aug 1779
o Headline / Subhead / Body Copy… (Print)
Sep 1811 o Scriptwriting, Storyboard… (TV)
Oct 2087 o Scriptwriting (Radio)
Nov 1920 o Cyberwriting (Digital)
o Slogans / Taglines (For Each Media)
Dec 2195

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Creative Execution: Print Elements… Creative Execution: Broadcast Elements…

• Layout: Blueprint... What is to be placed where, how… • Script Writing (Radio, TV)… Storyboard (TV)…

• Headlines…

• Visuals…

• Body Copy… Main text, To supplement the message presented by the

headline…

• Presence / Placement of Taglines / Model / Celebrity / Logo…

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The Copy Approval Process… Behind the Scenes: Not a Child’s Play…
• Liril (1982)
Product Manager • Finding Liril Girl, Auditioning > 100…
Agency Client Brand Manager • Finding the waterfall… Shooting challenges…
Marketing Staff

• Dairy Milk (Asli Swad…)  14 Re-takes…

A/c MGMT Team
Account Planning Senior Executives
Legal Deptt. • Thums Up  Bungee Jumping  Finding the right cliff, Trainer,
Training Sessions, Permissions, Camera Work etc.

Senior Writer • Johnson and Johnson  Hai Na Papa Buddhu…  Dealing with
Copywriter
Creative Director few months old kid  Light, AC, Comfort, Mood Swings etc. etc.

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Behind the Scenes: Not a Child’s Play…

• Voda  Pug…  Pug replaced Fox Terrier, Mood Swings,
Camera Work…

• Fevicol Bus Ad  Camera Work, Casting, Swaying Movement etc.

Quiz - I
• HappyDent White  Human Light Bulb… Malkhamb Experts…

• Zoo Zoo  Actual people, Design of suits etc. etc.

• Shooting with Celebrities…

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Media Planning Essentials…

• After all the research is done, the message strategies

determined, and the ads created, the people in charge of
the media placement function have their say…

Media Strategy and Planning…

• If the consumer doesn’t see the message, no matter how
creative or brilliant, it is not an effective message…

• While not the most glamorous part of the advertising

world, it is where the BIG MONEY is spent…

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Advertising Media Types… Media Scheduling and Approaches…

Factors / Variables… • Continuity (C)
What All…
(Affecting Media Choice)
 Continuous pattern of advertising, Every Day / Week / Month…
 For product category consumed without seasonal fluctuations…
NPs, Magazines, Brochures, Catalogs, Reach / Coverage
Print  Constant reminder needed, Examples…???
Journals etc. etc.
Portability
Detailing
• Flighting (F)
Frequency / Repetition
Broadcast TV, Radio, FM… Costs / Budget  Less regular schedule of advertising…
Target Audience / Localization  For products with seasonal fluctuations…
Posters, Billboards / Hoardings, Durability / Life Span  Coolers, ACs, Woolens etc.
OOH Balloons, Wall Painting, Banners, In- Interactivity / Feedback
Transit, Glow Sign Boards etc. etc. Clutter
• Pulsing (P)  (C+F)
Product / Service Type
Internet, Video Games, Films, Competition  Continuity is maintained at the base throughout while for certain periods
Modern Media Merchandising, Social Media, Body level of advertisements stepped up
Space on Sale etc. etc.
 Automobiles, Mobiles, Jewellery…

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Media Planning: NPs, Magazines, TV, Radio…

J F M A M J J A S O N D

• Just think on these lines…

C 52 Weeks o Geographic Selectivity, Reach
o Creative Opportunities / Constraints
o Credibility
o Audience Interest, Selectivity and Demographics
o Cost
F 8 Weeks 4W 8 Weeks 4W
o Frequency and Repetition
o Clutter
o Life Span
12 Weeks 16 Weeks o Lead Time etc. etc.
P
52 Weeks

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Understanding Key Terms… Understanding Key Terms Cont.

• Share of Voice (One vs. Category)… Cost per Thousand (CPM)…

• Media Plan, Media Class, Media Vehicle and Media Mix…
– SoV = One brand’s advertising exp. in a medium / Total product category ad
Exp. In a medium
• Geographic Scope, Geo-targeting…
– CPM = Cost of Media Buy * 1000 / Total Audience
• Reach, Frequency, Effective Frequency…

• Media Scheduling… Calendar of Advertising Plan… (C/F/P)

• Gross Rating Points (GRP = R * F)…
– Concerned with the timing of the insertion of the advertising in a selected
media…
• Between - Vehicle and With - in Vehicle Duplication…

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Understanding Key Terms Cont… Advertising Budget / Budgeting…

• Display and Classifieds… Inserts… (Size, Location, Color…) • Budgeting – Allocation of Resources…/ Limiting / Setting the
Limit…
• Hyper - Localism…

• Program Rating… • Whether a company is MNC or National, Huge or Small;

– PR = TV Households Tuned to a Prog. / Total TV Households in the Market Budgeting decisions are always critical…

• Banner Ads… Pop-up Ads… Click Through Rate (CTR)… CPM…

& many… • It’s a general belief that advertising is an expense… But actually
it is an investment just like plant and machinery if executed
• OOH Media  Seasonality / Location / Duration / Regulations… properly…

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Budgeting Approaches / Methods…

Arbitrary
The Affordable % of Sales Competitive Objective and
Allocation
Method Method Parity Method Task

• All a Company
can Afford
Method
• No Theoretical
Basis for
• Most Used • What
Competition is
• Build
Approach
Up Expert Session
Deciding Ad • Esp. Large Doing or
• Mainly for Budget Firms Expending… • Establish Ad
Small/Medium Objectives
Enterprises • Mgmt Decides
the Budget
What They Feel
• Fixed % of Last
Year Sales
• Pepsi vs. Coca
Cola • Determine
Specific Str. &
Monitoring & Evaluating
Ad Effectiveness
Necessary Tasks
• Simple, Straight
Fwd, Easy to
Implement • Identify
Associated
Costs

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Modern Trends in MARCOM…

• Road Blocking…

Advertising and Promotion • In-Film Placements / Brand or Product Placements…

in
Emerging and Digital Age • Consumer Endorsements…

• Social Media and Digital Advertising… (Expert Session)

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The AIDA Model and Promotional Mix…

Attention Interest Desire Action

Somewhat
Advertising Effective Not Effective
Other Promotional Tools: Effective

An Overview Publicity / PR

Sales Promotion

Personal Selling

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Expert Session Group Project Submission…

Digital and Social Media Advertising…

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A Quick Recap…

Dr. Prateek Maheshwari

Asst. Professor, IIFT, New Delhi

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