INTRODUCTION TO MARKETING

GROUP MEMBERSGROUP MEMBERS

Siddesh Goregaonkar 081Hemant Rathi 095Priya Pachisia 114Karan Ved 069

PGDM ‘B’

INTRODUCTION TO ADVERTISINGINTRODUCTION TO ADVERTISING

• Advertisement

Advertising is a form of communication for marketing and used to encourage

persuade or manipulate an audience to continue or take some new action.

• Basic Types

–Television/ Music

– Infomercials

»Radio

»Online Advertising

WHAT

NEXT…..????

SHOCK ADVERTISINGSHOCK ADVERTISING

“Shockvertising”

It is the employment in advertising or public

relations of "graphic imagery and blunt slogans to

highlight” a public policy issue, goods, or services.

Break through advertising “clutter” and create a buzz

Making High impact.

SHOCK FACTORSHOCK FACTOR

Reasons for “Shock Factor”

The products themselves are "unmentionables" not to

be openly presented or discussed in the public

sphere.

EFFECTS OF SHOCK EFFECTS OF SHOCK ADVERTISINGADVERTISING

Theory of selective perception

Choosing of Information by customer

1) Perceptual Difference

2) Target Audience

Long Term Branding Issues

CASE I - FOREIG

N STORY

CASE I - FOREIG

N STORY

PICTURE 1- U

NITED COLORS

PICTURE 1- U

NITED COLORS

OF BENETTON

OF BENETTON

Company History

•The name comes from Benetton family who founded the company in

1965 in Belluno, Italy.

•Benetton has a network of over 6500 stores in 120 countries and has a

turnover of € 2 billion. (2011)

•Chairman- Alessandro Benetton

•Product- Shoes, Bags, Clothing, Accessories

•Brands

Advertising Objectives of BenettonAdvertising Objectives of Benetton

Creating an un-conventional way of advertisement

Benetton wanted to stand out and be different from its competitors, so

the company used un-conventional ways to advertise by using shock

advertisement which was often bold and aggressive. This

advertisement method worked for the company because it brought the

awareness of how serious Benetton was in regards to some of the

issues we are facing in society.

• Use of Art to bring Brand Awareness

Toscani used a variety of controversial images to grab

consumers attention. For example, there was an image

of newborn baby with the umbilical cord still attached,

which most would frown upon. This image embodied a

new life and new beginning.

Informing consumers of their Corporate Social Responsibility

Benetton’s goal was to reach out consumers on a more personal level

by creating an advertising campaign the brought awareness of

discrimination, poverty, child labor, death, domestic violence, etc. The

ad campaign wanted people to be aware of all the issues that are going

on in the world.

• Encourage action with use of shock

advertisement

Grab consumer’s attention to the social issues.

Ad campaign of 4 similar hearts

Famous

Unhate

Campaign

• Change to conventional Advertising

– Future plans of avoiding harsh and intense

advertisements

– Objective of highlighting social issues

Pros and Cons of Benetton’s AdsPros and Cons of Benetton’s Ads

Pros Cons

◦Grab attention

◦Long term awareness

◦Extreme content

◦Traditional v/s Shock

◦Offensive and Insulting

◦Direct and to the point

◦Show a reality which

may or may not be

accepted by large public

Use of more conventional Ads….

Yes or No??

…..Suggestions????

Answer: Benetton’s Decision:

1. Difficulty in adaption to Change

2. Wealth of emotions and connections

3. Represents truth and honesty

4. Ruin what the company stands for

5. Rethinking of customers

PICTURE 2-

CALVIN

KLEIN

PICTURE 2-

CALVIN

KLEIN

History

•Fashion House

•Founder- Calvin Klein

•Headquarters- Midtown Manhattan, New York

•Current Owner- Phillips Van Huesen

Products- Jeans, Undergarments, Fragrance, etc.

CASE ANALYSISCASE ANALYSIS

Controversial Ad Campaigns launched by company

from late 1970s till present

Developing anger with business partners, religious

leaders, family welfare groups, etc through Ads

Two most controversial Ads

1995 (Kiddie Porn)

1999 (Children’s Underwear)

Ad campaign of 1995Ad campaign of 1995

1. Alleged use of youngsters in sexually provocative manner

2. “Kiddie Porn”

3. Objections by Parents, Retailing companies and many more

4. Launching of probe by US FBI

5. Denial by Calvin Klein

6. Calvin Klein liked to generate sales through scandals and

featured nudity on a regular basis in its ads. Agreement by

most of them that the company has gone too far.

Controversial Advertisement- Controversial Advertisement- The Growth MantraThe Growth Mantra

Subtle Designs

Making quick money by Sensationalism

Models shocking the audience by exposing lot of skin

Gets Bolder and Bolder…Gets Bolder and Bolder…

Arrival of Kate Moss & rap music celebrity Marky

Mark

Advertisements were instant hits among the US youth

Showing of frontal nudity which did not get into

much controversy

Few ArgumentsFew Arguments

Company could note become a global fashion house

Sustain some interest in clothing line

Idea was to make the product look sexy

Talking of the underwear ads, Calvin said, "When I

advertise it, for sure I am going to show it to its greatest

advantage...

CASE II- I

NDIAN STORY

CASE II- I

NDIAN STORY

PICTURE 1- T

HE AXE EFFECT

PICTURE 1- T

HE AXE EFFECT

History

•Born in France (1983), known as ‘Lynx’

•Unilever’s best selling brand

•Launched in India in 1999

•Different Fragrances

Facts, Advertising & StrategiesFacts, Advertising & Strategies

Slow Skimming Strategy

Leading Men’s Deo in Europe

Nascent Deo market

Leaders Denim and Rexona

Import of Promotions

Adventurous Marketing

Brand Image Brand Image

Market Share of over 35 % (Star)

Naughtiest Brand

Making brand approachable

Engagement of Customers

Business Strength

“Girls make the first move”

Changing Brand FortuneChanging Brand Fortune

New Variant- ‘Dark Temptation’

Product Failure- ‘Twist and Instinct’

Need of Global Hit

AXE angels descend in the market

PICTURE 2: Shock Advertisements PICTURE 2: Shock Advertisements in India and their Impactin India and their Impact

Bombay Traffic Police Campaign

CEAT Tyres

Tuff Shoes

THE ROAD AHEAD

• Create a buzz and awareness of Brand

• Indians use only traditional ads

• Innovation and distinction

• Not only promote a product but pass a strong social

message

• Modification to suit Indian community

• Don’t hurt the sensitivities of Indians

IS THE EXTENT OF SHOCK IS THE EXTENT OF SHOCK ADVERTINSING DEFINED IN INDIA? ADVERTINSING DEFINED IN INDIA?

IF YES TO WHAT EXTENT?

IF NO TO WHAT EXTENT IT SHOULD BE

DEFINED?

http://www.ndtv.com/video/player/news/

shockvertising-why-sahara-s-ad-did-not-work/

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