UNIT-1

CHAPTER-2
Define Market Strategy?
It defines the Profile of a Product, Market Segmentation, Target Audience in all
possible details.

Define Prototype Formation?

When small models are made of testing, before the launch of a final
advertisement, it is known as prototype formation, it includes details such as
colour, graphic, instructions, etc.

Explain CLT? (CENTRAL LOCATION TEST)

CLT is one of the quantitative method of research methodologies.

1. During CLT different group within the target, audience/consumer are

exposed to prototypes of the different concepts.
2. The feedback is taken and analysed, according to the final decision taken
about the approach to be selected or taken.
3. The conclusion have to be very objective and open mindedly accepted.
4. Based upon the CLT finding, it’s decided, to go ahead with the existing
design with modification.
5. The decision has to be taken without any Pre-Supposition and Biasness.

Define Synergy?
When the same content is used in various media, then it’s known as a
SYNERGY

For example- The jingle composed, will be used in all Audio-Visual form like a
Radio, or TV or Films. If there is a punchline, planned at the end, then it will
appear on Billboards, newspapers as well as TV and Film commercial.

Define Sampling?
Quota Sampling is a method for selecting serve participant in quota, a
population is first segmented into manually exclusive sub-groups.

SEE THE DIAGRAM :

What are the Advantages and Disadvantages of Quota Sampling?
ADVANTAGES
 Can be performed quickly
 Relatively easy
 Cost effective
 Quick to organise
 Save time

DISADVANTAGES
 Not a representative of whole population
 Results can be biased
 The findings cannot be generalised to the totalling Sample population.

Different between the Qualitative and Quantitative survey?

Methods for
Comparison QUALITATIVE QUANTITATIVE
Provide insight &
understanding of Based on methods of numeral
MEANING the problem setting Signs
APPROACH Subjective Objective
 Not Structured Techniques Structured Techniques such as
Methods like in-depth survey, questions
Elements of analysis Words, Pictures, & Objects Numerical data
Data Verbal Measurable
Sample Small Large, Random
Design Flexible Structured/Pre-Determined

What is the importance of Survey/Search?

1. During the course of this process, the absolute & relative preferences of
the consumer get reveal.
2. Researcher understands the strength & weakness of the product.
3. Survey reveal the changes in customer’s taste & profile.
4. It provides valuable business knowledge for future reference.
5. It informs about the rise of new expectations & changing trends in the
market.

Write 5 Indian Advertisement Agencies & their Clients? OR

Write 5 International Advertisement Agencies & their Clients?

INDIAN
1. DDB MUDRA COMMUNICATIONS

CLIENTS – LINEN CLUB, ADITYA BIRLA GROUP, BHARRAT KE PETROLEUM,

HENKEL, ACC. LIMITED, PEPSI, ETC.

2. GREY INDIA

CLIENTS – SENSODYNE, GILLETE, DELL, TIC-TAC, PANTENE, SILK, ETC.

3. REDIFFUSION (Y & R)

CLIENTS – TATAMOTORS, ITC STATIONERY, EVERREADY, AMBUJA, EMANI,

ETC.

4. MCCANN-EXICUSION INDIA LTD.

CLIENTS – LORIS, SPRITE, COCA-COLA, MICROSOFT, MAYBELLINE, ETC.

5. OGILVY @ MATHER

CLIENTS – IBM, DOVE, NASCAR, COKE ZERO, UPS, ETC.

INTERNATIONAL
1. PUBLIC IS GROUPE

CLIENTS – CITI, COCA-COLA, GARNIER, ROGERS, LOBSTERD, VICKS, ETC.

2. MULLEN (WE ARE DIFFERENT KIND OF BEAST)

CLIENTS – GOOGLE, ZAPPOS, ACURA, CENTURY, JETBLUE, ETC.

3. DENTSU (JAPAN)

CLIENTS – AIRTEL, FLIPKART, PEPSI, COCA-COLA, BACARDI, ETC.

4. MCCANN WORLDGROUP

CLIENTS –L’OREAL,MASSTERCARD, CIGNA, NE’SPRESSO, ETC.

5. OGILVY @ MATHER

CLIENTS – IBM-CLOUD, DOVE, PERRIER, COCA-COLA, AMAZON, ETC.

5 COMPARATIVE ADS IN INDIA?

1. AUDI VS BMW
2. COLGATE VS PEPSODENT
3. COMPLAN VS HORLICKS
4. SAMSUNG VS APPLE
5. COKE VS PEPSI
6. THE HINDU VS TIMES OF INDIA

What are the challenges faces by new products over old products?
1. BRAND LOYALTY
2. ADVERTISING FINANCE
3. MARKET
4. PRICE STABILITY
5. PROMOTIONAL STRATEGIES
6. REACH OUT OF THE ADVERTISEMENT

How did the publicity of product determine the exhibition of its

advertisement?
1. Budget- It is an important factor for marketing which decides the way in
which publicity complain is carried out. For a large scale publicity, we
need big budget.
2. Reach Of Product – If the product has all- India market & appeal, then
making ad in local language is a priority. Same actors or models are
selling the same product but in different languages on TV as per the
channel on which ad is appearing.
3. Frequency Of Advertisement – For a long time impact of any
advertisement, the frequency of its exhibition also matters with its quality
in market place. The manufacturer must ensure that his message about his
own product do not get lost : Hence, the importance of repetition and
frequency.