ADVERTISING IN CONTEMPORARY

SOCIETY

CASE STUDY

Q1. An Indian Food processing unit is planning to launch its exquisite food
items “Heat and Eat” or Yoga Center have set up their markets abroad. Your
Ad agency has been given the assignment to draw up the Advertising strategy.
First: Choose Any one product / service
Second: Select any two countries from any of the three groups of countries.
The two countries cannot be from the same group.

Group A: USA, UK, France, Germany

Group B: Japan, China, Brazil, South Korea.
Group C: Saudi Arabia, Qatar, Bahran, Kuwait

SOLUTION:

• Specify the Product Selected

• Intro about the product selected
• Target Audience
• Specify the country Selected
Sr. PARAMETERS Country Selected 1 Country Selected 2

1. Geographic and Natural

Environment Characteristics
2. Demographic Structure and
Distribution of Population
3. Political Environment (Functioning
of the govt and its stability)
4. Economic Environment
(unemployment rate, inflation etc.)
5. Social Environment (Lifestyle,
Buying pattern)
6. Technological Environment
7. Legal Environment
8. Education factor
9. Cultural Environment (symbols,
values, norms, language etc.)
10. Individualism/ Collectivism
11. Power Distance Index (PDI)
12. Uncertainty Avoidance Index (UAI)
13. Masculinity/Feminine
14. High context vs Low Context
15. Long term vs short term
16. Indulgence vs Restraint
17 Media Limitations
18. Ad Challenges
Q4) Social Marketing Campaign

Marketing Mix

1. Product: Identity/ Introduce your cause

2. Price: The cost may be monetary or consumer to give up tangibles

such as time, effort, risk, etc.

3. Place: Refers to the distribution system

4. Promotion: communication channels (advertising, leaflets, rallies

etc.). or Any personality associated to promote.

5. Publics: target audience (whom you want to address) and try to

motivate your audience to participate.

6. Partnership: organization that will support your cause and partner

with you (any non-profit / profit organization, Health Organization,
Educational institute etc.)

7. Policy: Providing mental guidelines for future behavior/ appealing

your audience and government to initiate.

8. Purse Strings: Requirement of grants from the government, donations

from organizations &people.
 QUESTION PAPER FORMAT

Q1. Case Study (compulsory) 15 marks

Module 4.

Q2. Module 1,2,4

a 8 marks
b 7 marks
OR
c 8 marks
d 7 marks

Q3. Module 1,2,3,4

a. 8 marks
b. 7 marks
OR
c. 8 marks
d. 7 marks

Q4. Case Study/ Practical application

Module 5
a. Social Marketing Campaign 15 marks
OR
b Social Marketing Campaign using Internet 15 marks

Q5. Short Notes (Any 3 out of 5) 15 marks

Module 3 and 2