module 1- advertising (part 2)

8/7/2019 Module 1- Advertising (Part 2)

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A few more takeaways

Retail Therapy (Positive Term) - Retail therapy is shopping with the primary purpose ofimproving the buyer's mood or disposition.

Often seenin people during periods of depression or transition,it is normally a short-lived

habit.

Items purchased during periods of retail therapy are sometimes referred to as "comfort

buys".

Oniomania (Negative term) is a term for the compulsive desire to shop.Oniomania is the

technical term for the compulsive desire to shop, more commonly referred to as

compulsive shopping,compulsive buying,shopping addiction or shopaholism.

Teaser Ads

Co- branding- Whirlpool washing machine recommending Ariel, Colgate Toothpaste

recommending Colgate Toothbrush for best results etc.

Surrogate Advertising

Over marketing- Too much emphasis on marketing efforts while neglecting product

quality


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Product Placements- Omega wrist watch , the

Aston Martin car , the VISA credit card etc..used in Bond movies like Die Another Day,

Sharukkhans Compaq laptops inRab Ne Bana Di

Jodi, BMWs video campaign

Marketers usually pays a huge amount of money

so that their products make cameo appearances

in movies and on television


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Some firms get product placement at no

cost by supplying their product to themovie company

Nike does not pay to be in movies but

often supplies shoes, jackets, bags etc.

Firms sometime just get lucky and are

included in movies for plot reasons.Forexample, FedEx received lots of favorable

exposure from the Tom Hanks starring

movie Cast Away


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Viral/ BuzzM

arketin

g Word- of- mouthM

arketin

g MetaMarketing (Developed by E.J. Kelly)- Meta marketing is a comprehensive and broad

term and includes not only the marketing of products and services but also of an

organization, place, person, cause etc. Examples for MetaMarketing- Marketing of a

candidate by a political party in the election, Marketing of an actor by his Personal

Secretary, Marketing of a place by a tourist agency etc.

SynchroMarketing- many products have seasonal fluctuations in demand(eg- low

demand for umbrellas during summer season, excessive demand for bus seats during

festival seasons).Synchro Marketing tries to find a balance between the demand and

supply by adopting some measures like flexible pricing(high price during peak season and

low price during off season) offering incentives during off season(End of season sale) etc

MegaMarketing- adopted by large companies to enter blocked markets. Example- WhenPepsi tried to enter India, they were allowed by the Indian Government on the condition

that they will focus their sales in rural areas which can in turn help the Indian economy.

Pepsi did a lot for rural areas including transfer ofnew packaging technology to rural

areas in India. This is known as Mega Marketing.

MegaMarketing- adopted by large companies to enter blocked markets.


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Flankers or Fighter brands (Flanker products) : To protect Dettol Original (the flagship

brand) from the competitors, flankers like Dettol Fresh, Dettol Cool and Dettol Skincare are

introduced. In other words, the Flankers are variants of the flagship or main brand flanking

the flagship brand from its competitors.

In designing these fighter brands, marketers must walk a fine line

Fighter brands must not be so attractive that they take sales away from their higher- priced

flagship brand

At the same time, since the flankers are connected to the flagship brand, they must not be

so cheap because that can adversely affect the flagship brand

Usually a company introducers flankers for its flagship brand during the growth stage of its

Product Life Cycle

More examples for flankers: Liril Lime, the flagship brand, is flanked by Liril Icy Mint and

Liril Orange Splash or Coke Classic flanked by Diet Coke and Vanilla Coke, Mirinda Orange,

the flagship brand was flanked by Mirinda Lime and Mirinda Green Apple


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Counter marketing- is aimed at destroying the demand for a product. Classic examples for

Coun

ter marketin

g are CigaretteS

mokin

g / Alcohol

con

sumption

is Injurious to Health

DE marketing- Aimed at decreasing the demand for a product. Classic examples are Save

Oil/ Water ads

CounterMarketing V/s DE marketing- Counter marketing tries to destroy the demand for

a product altogether while DEmarketing attempts only to decrease the demand for a

product

Remarketing- finding new uses for an existing product- Milkmaid used as an ingredient for

sweets

Cause- relatedMarketing, CausalMarketing, Social Marketing

GreenMarketing- making the products more eco- friendly

TVC- Television Commercial

POP Promotion- Point of Purchase Promotion- Displays and Demonstrations inside the

store, i.e. promotion at the point of purchase

According to marketing theory, there are two basic brand portfolio models House of

Brands and Branded House.

House of Brands V/s Branded House



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House of Brands

House of Brands model

refers to a brand portfolio

where firms will choose

different brand names for

various products across

categories.

These brands will have ownidentity and personality.


Different products in the same category will

also have individual brand names.

FMCG giants like Hindustan Unilever, P&G

follow the model ofHouse of Brands.

For example HUL has soap brands like Lux,

Rexona,Hamam, Lifebuoy,Dove etc.


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Somemismatc et eenendorser and

rand..

The tradition

al image ofM

ysoreS

an

dalS

oap an

dM

odern

image or youn

Dhon

i seems tobe contradicting.


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Somemismatc et eenendorser and

rand..

The presence of Dhoni in an ad for cooking oil is hard to understand. The biggest doubt is

why Dhoni is dressed up as a warrior for a sunflower oil ad which is expected to inform thecustomer about the health benefits and also the taste of its product


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Some mismatch between what the ad conveyed

and what the ad should have conveyed..

The s ccess fSu feast ithSharukh khan ight have r ted arle t do this. ut

insteadof s eaking about thechoco chi s in ide & Seek, thead as concentrating on

rithik oshans dancing skills


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The target market for this biscuit will be

health- conscious adults and not kids.So

parle is wasting money on a celebrity

endorsement here.

Some mismatch between what the ad conveyed

and what the ad should have conveyed..


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A rong randextension..

Theextensionof a coconut oil rand to a cool and trendy product doesnt look good. Marico

could have used a new randname, andnot Parachute, for its after shower,which issupposed to e a trendy product


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The campaign shows the young man doing the unconventional act like starting his own

business and the people getting really impressed by that. Very unlikely fit; such kinds ofguys

drive a Scorpio or a Safari. Also the locale of the ad is a riverside; Wagon-R is not an off-roader!

Poor positioning of the brand..


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An effective advertisement..


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MicroMarketing: As the name suggests, a micro term and focus on the problems of

admin

isterin

g spec

ific

un

its or en

tities in

an

ec

on

omy, for example, a hotel, a supermarket, an amusement park etc

Macro Marketing- As the name suggests, a macro term and in addition to mere profit,

focuses on development of the society also. Hence we can say that Societal Marketing is a

part ofMacroMarketing

In fact Macro Marketing and Societal Marketing are almost similar


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Prospect V/s Suspect- A tentative prospect is known as a suspect

Consumer V/s Customer

Persona Selling V/s Direct Marketing V/s Salesmanship

Personal Selling- Salesman going directly to the prospect and selling, i.e. there is face- to-

face contact

Direct Marketing- the salesman directly contact the prospect through telephone, mail etc.but no face- to- face contact. Examples for Direct Marketing- Direct Mail, Telemarketing,

TelevisionMarketing etc.

Salesmanship- is the ability to persuade people to buy goods or services at a profit to the

seller and benefit to the buyer

Salesmanship is only one of the skills used in personal selling

Salesmanship may or may not be employed in personal selling

In fact, salesmanship need not be merely confined to personal selling alone

Salesmanship can be effectively employed in advertising also

Hence, on many occasions , advertising is described as Salesmanship in print or Printed

Salesmanship

Thus, salesmanship utilizes non- personal persuasion also



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Corrective Advertising requires advertisers to rectify past

deception by making suitable statements in future commercials The 1975 corrective advertising order against Warner- Lamberts

Listerine is a classic example

Listerine has advertised for over fifty years that gargling with

Listerine mouthwash helped prevent colds and sore throats by

killinggerms

The order required them to include the statement, Listerine will

not help prevent colds or sore throats or lessen their severity in

$10 million of advertising, which was equal to the average annual

Listerine expenditure during the prior ten- year period

Listerine implemented the order by embedding the statement in a

commercial featuring two couples, each with a husband finding

himself having onion breath

The corrective disclosure appeared mid- way in the thirty- second

spot as follows:

While Listerine will not help prevent colds or sore throats or

lessen their severity, breath tests prove Listerine fights onion

breath better thanScope(a rival mouthwash brand for Listerine)



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Bait Advertising: Advertising shall not offer or services for saleunless such offer constitutes a bona fide effort to sell the

advertised products or services and is not a device to switch

consumers to other goods or services, usually higher priced.

Such type of unethical advertingis known as Bait Advertising

HolisticMarketing: recognizes that everything matters Includes:

1. Relationship Marketing2. Integrated Marketing

3. Internal Marketing

4. Social Responsibility Marketing


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Pillsbury globally is famous for

its mascot Poppin Freshpopularly known as the

doughboy.

Although the mascot is in

Indian market too,it does not

have the same fan following as

it is in the west. Pillsbury is from Nederland



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THANK YOU !!!

module 1- advertising (part 2)

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