Marketing Marketing Mix Promotion Promotion Mix: Advertising, Sales Promotion, Public Relations, Personal Selling, Direct Marketing

IMC Advertising is mass communication/ marketing communication Advertising Definition Advertising objectives: Informative, Persuasive, Reminder. Objectives related to PLC Role of Advertising in marketing mix Types of media (Print, electronic, outdoor), Advantages & disadvantages of each type of media Types of Advertising: national, local, global, consumer, industrial, trade, professional, service, public service, primary & selective demand, classified Role of Advertising : Advantages & Disadvantages of Advertising (Is advertising a boon or a bane) DAGMAR Approach ASCI Structure of an ad agency: Account Mgmt, Creative, Media Planning, Research Types of ad agencies Creativity, Message Strategies (Cognitive, Affective, Conative), Appeals & Execution Style Controversial Advertisements Misleading Advertisements
Event Marketing

Competitive Advertising Surrogate Advertising Advertising Campaign (Identifying target audience, advertising objectives, advertising appropriationBudgeting methods , media plan (media scheduling types, reach, frequency), creative message, execute campaign, advertising effectiveness Sales Promotion - Reasons for choosing this tool, consumer sales promotion tools, trade sales promotion tools The presentations will happen in the next class scheduled on the same day. Groups for presentation (as anounced in the class) be prepared. An extra class can be taken for the group presentations so all the groups should be prepared. The evaluation requisites are ppt and soft copy of the report, videos (if any). Ensure that you meet the deadlines. Failing to give the presentation or mid term test will fetch you '0' marks in the stipulated component. Books of Integrated Marketing Communication by Wells, Burnett, Moriaty or Integrated Marketing Communication by Belch have decent portions of Advertising. 'Advertising Management' by Jethwaney can also be considered. Kindly go through the books in the library. Also explicit books on Advertising Management can be referred. Ensure that the above mentioned topics are covered.

http://www.themarketers.in/i-am-anna-%E2%80%93-the-campaign/ http://socialmediatoday.com/akshaybk/354478/what-made-brand-anna-perfect-advertisingcampaign-success http://www.afaqs.com/news/story.html?sid=31676_Brand+Anna+decoded+through+the+public+rel ations+prism

Disclaimer: I am neither a supporter nor a critic of Anna and his campaign. I am a marketing enthusiast who chose to look at the whole campaign purely from a marketers perspective. Brand probably the second most exploited word after love, everyone seems to have a definition of his own. Let me try my hand at this too. A brand, according to me, is a collection of emotional and functional aspects that strongly influence customer decision. What was the secret formula which enabled Annas campaign to successfully compete against the Manoranjankabaap- IPL, Airtelshar friend zaroorihai , Vodafones Zoozoos , Pepsis change the game, and many others?How did Anna and his campaign manage to generate such a strong brand pull? More interestingly, what led to the campaign fizzing out when it seemed to be going nowhere but up? Lets analyse the campaign to answer the above questions. Annas marketing team seems to have abided by all the rules of branding and marketing, and executed each phase very carefully. Brand Anna waspositioned as a (common) man with a mission and an unshakable determination. The campaign wastargeted at every Indian who was sick of the prevalent acts of corruption and its insidious effects on the society. It also managed to expand its target audience and awakened indifferent souls leading them to participate. Brand Anna was the line extension of Brand Gandhi, who had led a similar but much bigger campaign successfully several decades ago. One could not help but notice the similarities in both these brands. The buildup to the campaign was done with proper planning and the launch was in line with the 4Psof marketing. Each every aspect of the marketing mix had been carefully taken care of. A brand is a store house of trust: Authenticity is acrucial ingredient in the success of any brand and Anna benefited from his mass image of an honest old man who was ready to sacrifice himself for the betterment of society. The campaign was based on a larger cause: a purpose that was both current and real. Like someone said, if you chase 2 monkeys both will escape. Anna chose to channelize his energy in a unidirectional mode and left other problems like poverty, terrorism to be tackled by other common (super)men. Annas USP was not the fight against corruption, but the Lokpal bill.The lokpal bill was the differentiating factor of his campaign. Many a leaders had started movements against corruption but what captured peoples attention this time was the lokpal bill and the fact that the opponent was someone whom everyone loves to hate the government.. One more thing striking and impressive about this campaign is the ROI, the only things invested were the time and effort and the returns, needless to say, were ineffable! Next, the place chosen for the launch of the campaign was perfect, Anna was a known figure in Delhi and RamlilaMaidan was the ideal location esp. after all the buildup to the event. Annas competition the government is not held in high regards by the people and Anna used this against the government. The timing also was perfect as it avoided competition from the god & his men; they waited for them to bring the cup home. Annas team should be lauded for displaying excellent media management skills. They managed to keep Anna on top of the popularity charts, and they did this by giving media what it wanted. They used all available media; the rate of number of likes on Facebook was higher than the birth rate in India. SMSes circulated in plenty, the

genres of the messages changed, but the theme was constant. All in all, a 360 degree campaign was undertaken and well implemented. He was everywhere; models in Lakmefashion week, much to our disappointment, covered themselves up anna style and also sported his cap. Small-time sellers now used lines like Anna said no bargaining to stop customers from haggling for prices. This campaign also had the support of sub-brands that were strong brands themselves likeKiranBedi and ArvindKejriwal who sustained the interest of the audience when Anna took a pit-stop break. All good things, like they say, come to an end. So did the popularity of the whole campaign. The campaign had fallen prey to brand fatigue. Also, consistency, which is an important to sustain a brand, was lost. Anna lost his cool more than once, and with it, his major weapon non-violence. While some kids with foresight were worried about an extra chapter getting added to their curriculum, others piggy backed on their dads to witness the show live. Some used it to strengthen their writing and debating skills and some used it as a substitute for the regular saas-bahu soap gossip. For us, the management students, Annas campaign is yet another interesting case study after Mumbai Dabbawalas and Lalus business tactics. As for modes of learning the debate of the theoretical versus the practical goes on.

What Made Brand Anna - the Perfect Advertising Campaign in India?

The recent wave anti-graft campaign in India was met with resounding success. The campaign that lasted nearly a month ran through several phases. None of these were negative and all so articulate that it would make any adman look silly. Looking at it through the advertising point of view, there are elements that appear making it a highly strategy led campaign. For those of us who may not know, Anna Hazare is a former soldier of the Indian Army and a social reformer since the past 30 decades. His efforts have him honored with Indias third highest civil award and several other state honors. His methods are Gandhian and non violent in nature and won him

mass appeal in the past few years. His efforts have been directed towards passing of the Jan Lokpal that brings into power strong anti corruption laws. The campaign that lasted only a month had the following features that make you sit up, take notice and learn from them: 1. Brand Value: A brand campaign starts with defining the brand value which translates into the positioning - Anti-corruption. Here the entire nation found the positioning something that was relatable to as well as something of common benefit. 2. Brand purpose: Defining the objective of the brand and what the brand has to offer was to create a corrupt-free India by bringing on the Jan Lokpal bill. 3. Brand Relevance: Defining the significance of the brand-timing, the campaign opened just when India was fighting the discovery of three major scams. The mood of the people was upbeat against a system that needed reform and justice. The opening of the campaign was bang on. 4. Brand Face: This is the face behind the campaign that leads to the identity of the campaign. The face could be a celebrity, the common people, and the owners. For the Anna movement, the face was Anna entirely. The campaign had eminent volunteers but each one knew their place and put the focus of publicity on Anna. 5. Brand Action: No brand will achieve any association unless it tells its consumer how to associate. Hence every brand should have an actionable message. E.g. Rise, Just do it. Each one talks of an action and by performing that action, one buys into the brand. The Lokpal Bill campaign at every step instructed the followers/fans on what they must do to showcase support. 6. Brand Media: Right action is triggered through the right media mix. For the Anna movement, the entire media was being handled by former Star News anchor - Shazia Nigar. In fact the campaign used a 360 degree media mix with touch-points across verticals; including onground and social media. Social media saw major support grow via voting and signature campaigns. 7. Brand Closure: Brand finale - when the brand campaign is about to wrap up it does so with a bang and makes room for the next campaign in the pipeline. For the Anna campaign, the finale was the 6 pm victory march at India Gate. Another moment of Brand closure was when Anna broke his fast from water offered by 2 girls representing minority communities in India indicating that this truly is a mass India movement. All in all, a campaign that saw support grow not only from within India but all over the world and possibly the only peaceful agitation that 2011 has seen till date.

Brand Anna' decoded through the public relations prism

Public relations firm Hanmer MSL analyses the Anna Hazare campaign through 'PR lenses', and offers brand marketers insights into the process of brand building. afaqs! studies the findings.
That Anna Hazare is a solid brand is old news. Now, public relations (PR) firm Hanmer MSL has, through its PR case study on the Anna Hazare campaign, decoded the reasons for the success of this staggering effort. The study has broken down the elements of the campaign's success into nine lessons on brand building.

According to Jaideep Shergill, chief executive officer, Hanmer MSL, such a case study could benefit a wide TG (target group) including brand managers, brand marketers, marketing and management students, and junior-level professionals in the communications business. "A real-life case study like this can be an eye-opener for today's marketers who tend to think of complicated solutions for their brand-related issues. The Anna campaign reminds us that simplicity is the key to successful branding."

A few basics The case study first outlines a few fundamental premises before delving into the lessons. First, it states that 'A good product generates its own PR.' This, according to the study, is the success of Anna Hazare's anti-corruption movement. Then, the study compares the Jan Lokpal Bill to a product that satisfies a specific need, namely, the need to eradicate corruption. Lending the product with clear messaging and communication is the man himself -- Anna Hazare -- poised as the victorious brand ambassador. Further, the study is furnished with a detailed timeline, outlining the chain of events that transpired right from the very first anti-corruption rally held in Delhi (January 30), until the day Anna broke his 13 day-long fast (August 28). The case study also addresses how the government sent out wrong messages in response to Anna's campaign, all through. It also highlights the overwhelming media impact of the campaign and its success on social media. Lessons on the idea, symbols and consumer engagement Lesson One is to have an idea that connects. A strong and independent Lokpal -- which could investigate ministers, the bureaucracy, the judiciary, and even the prime minister -- was an idea that Indian citizens took to instantly. This was an idea that was overdue and one that all Indians could relate to instantly, given the kind of corruption the country has been riddled with in the recent past.

Lesson Two is about creating symbols and icons to support the brand. The case study cites names of some commercially successful brands that bear strong symbols such as Nike and its 'swoosh'/tick mark, and Apple and its bitten apple symbol. Similarly, every public movement has its own symbols and icons, states the study. Mahatma Gandhi's freedom movement, in part, rode on the backs of symbols such as the charkha, and Gandhi himself was an icon that symbolised non-violence. Anna Hazare and the white 'Gandhi topi' gave this campaign some essential symbols. Lesson Three reads 'Offer a consumer experience'. Each brand has a distinct character, according to the study, and it is important to make the target consumer experience the same first hand. In Anna Hazare's case, he chose the Ramlila Maidan, in order to ensure consumer engagement. The venue was chosen for its size as it permitted thousands to participate and experience the movement first hand, experience their own power, and consequently mobilise change, states the study. Lessons on test marketing, packaging and media planning Lesson Four addresses successful test marketing of the product, prior to its launch. Anna's first fast at Jantar Mantar showcases that it is wise to test the waters well before the large-scale roll out of the product in question. The study declares that doing so provides the vindication for a larger movement.

Lesson Five urges brand builders to package the product right, reminding us about the fourth of the four Ps of marketing, (the other three being product, pricing and promotion). Anna Hazare's white dhoti-kurta and squeaky clean image were the perfect packaging elements of his campaign against corruption. Intriguingly, these elements managed to rope in the support of today's denim-clad youngsters. Lesson Six talks about a thorough media plan. According to the study, the Anna Hazare campaign was launched between the World Cup and IPL, thus filling the media vacuum that existed then. Moreover, team Anna was

readily available for media interviews. Interestingly, Anna himself, was not over-exposed in the media; he spoke once from Tihar Jail, and addressed the media several times at the Ramlila Maidan. Another smart move on part of Team Anna was that it had very few voices in the media -- only Anna, Kiran Bedi, Arvind Kejriwal and Prashant Bhushan spoke to the media, thus minimising the scope for distortion of the message. Lessons on competition, imagery and taglines Lesson Seven urges us to out-think the competition. In this case, the government is seen as the competing brand, one that Anna Hazare managed to stump. Lesson Eight professes using the right kind of imagery to complement the brand in question. The image of Anna meditating at Rajghat, or lying down at the Ramlila Maidan, proved to be iconic. Similarly, when he broke his fast, he took water from a Dalit girl and a Muslim girl, an image that connoted so much, all at once. Even the large physical picture of Gandhi in the backdrop contributed to the imagery that accompanied Anna's campaign. Lastly, Lesson Nine is about having an effective tagline. 'I am Anna Hazare' was more effective a tagline than 'I am for Anna Hazare' could probably ever be. It is personal, participative, and gave citizens a means to internalise the struggle. Consequently, it urged people to act. Branding: Intentional or incidental?

Sunil Lal, member, IAC (India Against Corruption), and the brain behind the branding element in Anna's campaign, tells afaqs! that the team visualised the whole campaign before executing it. It was at this stage that the team knew that it would be crucial to connect with the TG (target group) at an emotional level so that they would relate to the brand. "To popularise a brand, one must first understand the psychology of the brand, and one must be clear about how one wants to project the brand to the TG," explains Lal. He, however, claims that the elements of branding such as the imagery, symbols and tagline used in the campaign, were purely coincidental, insisting that no one actually sat down and coined the slogan 'I am Anna', and that no one deliberately motivated people to use the symbolic 'Gandhi topi'. All these symbols were merely adopted for the sake of branding, at a later stage, says Lal. "As for the campaign for the 'Jan Lokpal', we created a series of ads using images of persons from different walks of life with a red-coloured placard demanding 'Anna Ka Jan Lokpal Lagoo Karo (adopt Anna's Jan Lokpal). This was deliberate as we wanted to connect with the target audience and simultaneously pressurise the government psychologically." Well, it clearly looks like it was an effective blend of intentional and incidental branding.

Lesson learnt? The biggest takeaway from this campaign is perhaps the importance of establishing an emotional connect between the brand and its TG. Lal says, "We should not try to push the product or the service towards the audience in a bid to motivate them to purchase it. Rather, we should connect with them emotionally so that they realise that the product is a part of their lives."

According to Vibha Desai, independent brand consultant, the most important thing that brand managers can learn from the Anna campaign is that it is most essential to have an honest cause. "Today, most marketers operate at the surface level and don't go into the emotional issues," opines Desai, adding that it helps to have a 'real' campaign. But, isn't it difficult to do so with mainline brands such as FMCG or telecom players? "Well, mainstream brands like Tata Tea and Idea Cellular took up relevant social campaigns," she fields. Manosh Sengupta, brand-parent, nurturer and mentor, brand@itude, feels that symbols and icons like the 'Anna topi' are physical manifestations of a cause and serve to convey the brand's message by helping members of the TG identify themselves with a movement. "It's amazing how it is no longer the 'Gandhi topi'; rather it is the Anna topi," he enthuses. Secondly, Sengupta points out how this campaign teaches marketers that it is the credibility of the brand ambassador that is of utmost importance. "Glamorous actresses endorsing a brand like Lux, or an actor of Shah

Rukh Khan's stature endorsing a car worth Rs 7 lakh, is all very well, but the TG knows that they are not actually using these products in real life," he explains. He reminds us that marketers today grapple with engaging the youth, without realising that today, youngsters can see through obsolete and 'out of context' brand metaphors. Lastly, Sengupta shares that for a brand to succeed, it ought to articulate a sense of destiny and vision. "Brand Anna succeeded because it was able to answer the question -- 'How am I impacting the eco-system, and how do I add value to the environment/society in which I exist?'", he concludes.