Assignment on Promotion Strategy

Q1. What can be different objectives and missions of a Marketing Promotion? Elaborate with
examples.
 To make the item and brand mindful - Several business advancement procedures are
exceptionally viable in presenting clients to items and brands interestingly and can fill
in as key special parts in the beginning phases of the new item and brand presentation.
This mindfulness is the reason for any remaining future special exercises. Special
exercises inspire the clients to attempt new items and brands and the sellers likewise
promote the new items and brands.

 To make interest - Sales advancements are extremely successful in making interest in

an item. Truth be told, making interest is regularly viewed as the main utilization of
deals advancement. In the retail business, engaging deals advancement can essentially
make clients interested.

 To give data - Promotional exercises give significant data about the item to the clients.
This goes quite far in changing over interest into real deals.

 To invigorate requests - Effective special exercises can animate interest for the item
by persuading the clients to purchase the items.

 To support the Brand - Promotion can be utilized to build up or fortify the brand in the
personalities of the clients. This will guarantee rehash deals of the item over the long
haul.

 To draw in new clients - Sales advancement gauges additionally assume a significant

part in drawing in new clients for an association. Normally, new clients are those
people that are faithful to different brands. Tests, gifts, prizes, and so forth are utilized
to urge customers to attempt another brand or shift their support to new vendors

 To initiate existing clients to purchase more - Promotion exercises can expand the buys
made by the current clients by causing them to consume a greater amount or consume
on more events.

 To assist the firm with staying serious - Companies attempt deals advancement
exercises to stay cutthroat on the lookout. Hence, in the cutting-edge serious world,
no firm can get away from deals advancement exercises.

 To expand deals in slow times of year - Sales of the items normally decrease during
the slow time of year. In this manner, limited-time exercises can be executed during
 the slow time of year to keep up with or even increment the deals. Procedures, for
example, slow time of year limits, slow time of year offers can accomplish this.

Q2. What are the different budget allocation methods? Elaborate with examples.
 Percentage of sales method: It is a commonly used method; the amount of advertising
is decided based on sales. The advertising budget is a specific percent of sales. The
sales may be current or anticipated. Sometimes, past sales are also used as the base
for deciding on ad budget. For example, the last year's sales were Rs. 3 more and the
company spent Rs 300000 on advertising. The company has spent 1% of sales in the
last year.

 Objectives and Task Method: This is the most appropriate ad budget method for any
company. It is a scientific method to set an advertising budget. The method considers
the company's environment and requirements. Objectives and task methods guide
the manager to develop his promotional budget by defining specific objectives,
determining the task that must be performed to achieve them, and estimating the
costs of performing the task. The sum of these costs is the proposed amount for an
advertising budget.

Ex-focus on achieving a specific goal like increasing sales by 10%

 Competitive Parity Method: Competition is one of the powerful factors affecting

marketing performance. This method considers the competitors' advertising activities
and costs for setting an advertising budget. The advertising budget is fixed based on
the advertising strategy adopted by the competitors.

Ex- if the close competitors spend 3% of net sales, the company will spend, more or
less, the same percent for advertising.

 Affordable or Fund Available Method: his is, in the real sense, not a method to set an
advertising budget. The method is based on the company's capacity to spend. It is
based on the notion that a company should spend on advertising as per its capacity. A
company with a sound financial position spends more on advertising and vice versa.

Q3 (a). Which are the top 10 advertising agencies in India?

1. JWT- India
2. Grey India
3. DDB Mudra communications.
4. Rediffusion (Y & R)
 5. McCann- Erickson India ltd
6. Traverse Advertising ltd
7. Ogilvy & Mather
8. FCB- ULKA advertising ltd
9. Dentsu Aegis
10. Chaitra Leo Burnett pvt ltd

Q3 (b): Write a Creative Brief for a campaign to launch a new product of your choice. The brief
needs to be given to the Creative Agency which is executing the promotion campaign.
 Lay's is a brand of potato chip varieties, as well as the name of the company that
founded the chip brand in the United States. It has also been called Frito-Lay with
Fritos.

 Leading potato chips brand Lays want to lunch to lunch a new product which is
known as “Lays lightly salted “chips.

 The goal and objective of the camping are to create awareness of the new product to
the customer and to increase the sales of this product.

 The primary message for the camping is to create a brief about the new product,
increase awareness, and develop interest.

 The target audiences are children and youngsters.

 Competitors of lays are Kurkure, bingo, haldiram, etc.

 Camping strategy for a new product can be aware through making advisement in
newspaper, Tv, magazine and other news media also through YouTube, Twitter, and
Facebook.

Q4. Explain the following Sales Models with examples:

a. AIDA Model
b. Hierarchy of Effects Model
c. Innovation Adoption Model
d. Communications Model
a. AIDA Model - The AIDA Model, abbreviated for Attention, Interest, Desire, and Action,
is a marketing effect model that explains the stages a person goes through while
purchasing a product. It includes material expenses both direct and indirect, as well as
service costs. On the other hand, process costing is a possibility. Attention, interest,
desire, and action are abbreviations for the AIDA model. It is a marketing term that
refers to the steps that a buyer goes through when purchasing a product. It is a
marketing term that refers to the steps that a buyer goes through when purchasing a
product.
 b. Hierarchy of Effects Model - The hierarchy-of-effects model illustrates how advertising
affects a consumer's decision to purchase or not to purchase a product or service. The
hierarchy illustrates the evolution of customers' learning and decision-making
experiences as a result of advertising. This is a marketing model that illustrates how a
consumer develops from being unaware of a brand to gaining attitudes and
understanding about it and then becoming an end customer. Investors should create
advertisements that result in consumers purchasing the supplied products or services,
according to the hierarchy of effects strategy. Advertisers are instructed by the
hierarchy of effects model to produce commercials that take the buyer through all six
phases of awareness, knowledge, like, preference, conviction, and purchase.

c. Innovation Adoption Model - An approach for classifying innovators according to their

degree of receptiveness to novel ideas. The characteristics of inventive adoption are
assigned to groups to illustrate that all inventions follow a predictable path to
widespread acceptance. Everett Rogers pioneered the paradigm, which categorizes
people according to their willingness to absorb new ideas. The adopter types are
innovators, early adopters, early majority, late majority, and laggards, in order of their
rate of uptake. A model that postulates several elements that influence or drive
individuals' or organizations' adoption decisions, such as when applied to the adoption
of a particular technology.

d. Communications Model - Communication is merely the exchange of information from

one party to another. However, this is a complex procedure that involves a plethora
of additional components. The three most well-known communication models are
linear, interactive, and transactional. This paradigm, developed in 1948 by Shannon
and Weaver, depicts communication as a sequential process. This model illustrates
the transmission of a communication from a sender, or speaker, to a recipient, or
listener. The model contains four components that reflect the communication
process: sender, message, channel, and receiver, each of which is influenced by a
range of factors. Additionally, the paradigm emphasizes encoding and decoding,
which occur before the sender sends the message and before the receiver receives it.

Q5. Explain the following Message Strategies with your own examples:
a. Cognitive Strategy
b. Affective Strategy
c. Behavioural Strategy
Elaborate which strategy works in which case by relating to Objective of the campaign and
Decision-Making-Process of the consumer.
 a. Cognitive Strategy - A cognitive message strategy is the presentation of rational
arguments or pieces of information to consumers. These ideas require cognitive
processing. When a cognitive message strategy is used, the advertisement's key
message is about the product's attributes or the benefits.

b. Affective Strategy - Affective strategies are a common approach to developing a

strong brand name. When an advertisement gets you to like a brand and has positive
feelings for a brand, then the hope is that you will also purchase that brand

c. Behavioral Strategy - Behavioral marketing is the strategy of targeting leads or

customers based on specific actions they take on a website, rather than just the pages
they view. Then, marketers use behavioral segmentation to target specific consumers
based on the actions they take.

Q6. Explain the following Message Execution techniques with examples:

a. Animation
b. Slice-of-life
c. Dramatization
d. Testimonial
e. Authoritative
f. Demonstration
g. Fantasy
h. Informative
a. Animation - Animation is a method in which figures are manipulated to appear as
moving images. In traditional animation, images are drawn or painted by hand on
transparent celluloid sheets to be photographed and exhibited on film. Today, most
animations are made with computer-generated imagery (CGI). Example - Flying Birds,
Morphing Cube Animation.

b. Slice-of-life - Slice of life describes the depiction of mundane experiences in art and
entertainment. In theatre, slice of life refers to naturalism, while in literary parlance it
is a narrative technique in which a seemingly arbitrary sequence of events in a
character's life is presented, often lacking plot development, conflict and exposition,
as well as often having an open ending. an example of what ordinary life is like:
something (such as a story or movie) that shows what ordinary life is like the story
is/shows/presents a slice of life in a small Midwestern town.

c. Dramatization - When you dramatize, you create a picture in the prospect's mind –
one that lasts longer than just a verbal presentation. Dramatizing aids salespeople. It
 creates enthusiasm; it builds up salespeople's confidence in their own abilities and in
their products and services.

d. Testimonial - In promotion and advertising, a testimonial or show consists of a

person's written or spoken statement extolling the virtue of a product. The term
"testimonial" most commonly applies to the sales-pitches attributed to ordinary
citizens, whereas the word "endorsement" usually applies to pitches by celebrities.
Example - Quote Testimonials. When you think of testimonials, you're probably
picturing the traditional quote type of testimonial.

e. Authoritative - Authority marketing is the process by which you establish yourself as

an expert in your industry. If people look to you as a leader in a certain field, they are
much more likely to use your products, services and counsel.

f. Demonstration - In marketing, a product demonstration (or "demo" for short) is a

promotion where a product is demonstrated to potential customers. The goal is to
introduce customers to the product in hopes of getting them to purchase that item.
Products offered as samples during these demonstrations may include new products,
new versions of existing products or products that have been recently introduced to a
new commercial marketplace. Product demonstration enhances the quality of the
sales presentation by providing a visual support. It is provided to be effective way to
address the prospect 's specific product-related concerns.

g. Fantasy- Fantasy Advertising means Advertising depicting the Motor Vehicle in a

manner that so deviates from reality, or real-life portrayal, such as driving underwater
or on a vertical cliff face, that no reasonable Consumer could interpret the
Advertisement as portraying an actual capability or appropriate use of the vehicle.

h. Informative- Informative advertising is advertising that is carried out in a factual

manner. This form of advertising relies solely on the goods or services strengths and
features, rather than trying to convince customers to buy a product using emotion.
The use of emotion in [advertising] is classified as persuasive advertising.

Q7. Explain the following Message Appeals with examples:

a. Fear
b. Humour
c. Sex
d. Rationality
e. Emotions
f. Scarcity
g. Testimonial
h. Social
a. Fear - Fear appeal advertising is based on a persuasive message that emphasizes the
potential dangers and harm that will befall individuals (in this case, the audience) if
they do not adopt the messages' recommendations. Some examples include anti-
drunk driving campaigns, dental hygiene ads warning of the health dangers associated
with not flossing and the use of a frying egg to depict “your brain on drugs”. Executions
of these strategies have evolved over the years
b. Humour- Humour has long been one of the most common approaches used in
advertising. Whether in a big televised event like the Super Bowl or in new forms of
digital advertising, everyone is exposed to funny ads, some of which both entertain
the audience and help sell a product.
c. Sex - The Sex Appeal is one of roughly twenty advertising strategies that marketing
professionals use to persuade people to buy a product, pay for a service, donate to a
cause, or otherwise be persuaded. The Sex Appeal lures audiences by appealing to
their sexual desires and fantasies.
d. Rationality - The rational approach uses marketing to try to prove the product's
quality and usefulness by listing the product's benefits, or quoting facts or statistics.
By contrast, emotive marketing instead appeals directly to a consumer's emotional
state, needs and aspirations. For example, if you are advertising a vehicle that you
know has technical features that will appeal to your audience (maybe enhanced sound
system, better gas mileage, higher safety rating, and so forth), you can use the rational
appeal to make your audience nod their head and say, “yep, that makes total sense.
e. Emotions - Emotional marketing is the deliberate use of persuasive messages that tap
into human emotion to form a deep connection with the audience toward achieving
the desired result. ... It can be fear, anger, joy, or any other human emotion that is
strong enough to influence decision-making or urge an action. Example - Always
#LikeAGirl Campaign. ... Gillette's “Perfect Isn't Pretty” Emotional Advertising
Campaign. ... P&G “Thank You, Mom - Strong” ... Gatorade's “The Boy Who Learned
To Fly” ... Airbnb's “Let's Keep Traveling Forward” Campaign. ... Lysol “Protect Like A
Mother” ... Lean Cuisine #WeighThis Campaign
f. Scarcity - Scarcity marketing is a technique marketing teams use to encourage
customers to make a purchase before a product or discount goes away. Often, this
means putting timers on sales and promotions, limiting the number of items in stock
or creating seasonal or promotional items to sell for a short time. A popular tactic used
by travel sites, Booking.com displays how many rooms there are left for some hotels,
so customers will have to hurry. To play up the scarcity game, they also indicate how
many people are currently viewing the same hotel, so customers will have to act even
faster
g. Testimonial - In promotion and advertising, a testimonial or show consists of a
person's written or spoken statement extolling the virtue of a product. The term
"testimonial" most commonly applies to the sales-pitches attributed to ordinary
citizens, whereas the word "endorsement" usually applies to pitches by celebrities.
Quote Testimonials. When you think of testimonials, you're probably picturing the
traditional quote type of testimonial. ... Social Media Testimonials.
 h. Social - Social marketing has the primary goal of achieving "common good".
Traditional commercial marketing aims are primarily financial, though they can have
positive social effects as well. In the context of public health, social marketing would
promote general health, raise awareness and induce changes in behaviour.
Meanwhile, social marketing puts forward behaviour change to generate long-term
mutual good. For example, it might encourage people to reduce their consumption of
fast food or alcohol, increase their consumption of organic food, and encourage a
healthy lifestyle in the health sector.

Q8. What is an FCB Grid? Explain each block with examples.

Ans. The FCB grid, also known as the Foote, Cone, and Belding model, is an integrative
approach to analysing consumer purchasing behaviour and the implications for developing
effective advertising strategies. It is represented on a matrix by four important factors:
thinking, feeling, high involvement, and low involvement.
1. Quadrant 1 – Informative: High-value products, which are often purchased only
once in a lifetime, involve a serious thought and attention on the part of the
customer. Property, land, insurance, a family car, investments, and a security
system are just a few examples.
2. Quadrant 2 - Affective: These products are valuable, but the buyer's emotions,
rather than analytical thinking, affect their purchasing decision. Bridal gowns,
jewellery, cosmetics, antiques, and perfumes are just a few examples.
3. Habitual: Items that are used on a regular basis, such as household cleaners, fuel,
detergent, newspapers, and so on, are classified as habitual products.
4. Quadrant 4 – Satisfaction: Ice creams, fast food, soft drinks, casual clothing,
entertainment, and greeting cards are examples of products that provide
consumers with a sense of satisfaction.

Q9. Explain the following Message Spokespersons with examples:

a. Celebrities
b. Experts
c. Business Leaders
d. Typical Consumers
Ans. a. Celebrities - The promotion of a product or service is done by a celebrity. Amitabh
Bachchan endorsed the TVS Jupiter scooter in a promotional campaign.

b. Experts - Expert endorsement is a sort of endorsement that is used to promote a

wide range of items. The perceived knowledge of the expert was the most crucial
source of credibility when it came to expert endorsement. A dermatologist's
endorsement, for example, might increase consumer trust in a facial cream.
 c. Business Leaders = Famous CEOs and company founders were revered by many
respondents who viewed them as aspirational models: they are ordinary people with
an extraordinary story.

d. Typical Consumers - Ordinary people as spokespeople, when genuinely perceived

as “one of us,” could be particularly effective in humanizing a brand and eliciting
empathy.

Q10. What is Above-the-Line (ATL) Promotion? Explain the following ATL Promotion tools.
a. Advertising
b. Sales Promotion
c. Public Relations and Publicity
d. Events and Experiences
Ans. Above-the-line marketing, often known as ATL advertising, refers to promotional
operations that are primarily non-targeted and have a broad reach. ATL communication is
used to develop a brand and educate people about a product. Above-the-line advertising
places less emphasis on conversions.

a. Advertising - Advertising is one aspect of marketing. While marketing is the overall

approach to speaking to customers about your brand, advertising is usually a paid
form of messaging designed to lead to sales. Advertising can be short-term for a
special promotion or ongoing, but usually requires a financial investment.

b. Sales Promotion - Sales promotion is one of the elements of the promotional mix. The
primary elements in the promotional mix are advertising, personal selling, direct
marketing and publicity/public relations.

c. Public Relations and Publicity - Public relations (PR) is the practice of managing and
disseminating information from an individual or an organization (such as a business,
government agency, or a non-profit organization) to the public in order to affect their
public perception. Public relations aim to create or obtain coverage for clients for free,
also known as earned media, rather than paying for marketing or advertising also
known as paid media.

d. Events and Experiences - Experiential marketing is a strategy that engages consumers

using branded experiences. Sometimes referred to as “live marketing” or “event
marketing experience,” the idea is to create a memorable impact on the consumer.
One that will inspire them to share with their friends both online and off.
Q11. What is Below-the-Line Promotion (BTL)? Explain the following ATL Promotion tools.
a. Direct Marketing
b. Personal Selling
c. Word-of-Mouth Marketing
d. Interactive Marketing
Ans. Below-the-line marketing, often known as BTL advertising, comprises of highly targeted,
memorable, and direct promotional efforts aimed at specific groups of customers. Below the
line methods, often known as direct marketing strategies, are more concerned with
conversions than with brand promotion.

a. Direct Marketing - Direct marketing is a form of communicating an offer, where

organizations communicate directly to a pre-selected customer and supply a method
for a direct response. Among practitioners, it is also known as direct response
marketing. By contrast, advertising is of a mass-message nature.

b. Personal Selling - Personal selling, often known as face-to-face selling, is when a

salesperson attempts to persuade a consumer to purchase a product. It's a sales
technique in which a salesman uses his or her talents and abilities to try to close a
deal. Some sales representatives develop scripts for all or part of the sales process.

c. Word-of-Mouth Marketing - Word-of-mouth marketing (WOM marketing) occurs

when customers tell their friends, family, and others with whom they have close ties
about a company's product or service. Because 92 percent of customers trust their
friends above traditional media, word-of-mouth marketing is one of the most
powerful types of advertising.

d. Interactive Marketing - Interactive marketing is a one-to-one marketing strategy that

focuses on the behaviours of specific customers and prospects. Interactive marketing
is a significant shift from the traditional campaign-based marketing since it
incorporates marketing initiatives that are prompted by customers' behaviours and
choices.

Q12. Explain the following terms with examples:

a. Media
b. Media Vehicles
c. Advertising Unit
d. Impact
e. Continuity
f. Recency
Ans. a. Media - It refers to the communication channel through which we circulate and
promote movies, music, news and other data. E.g.- magazines, television, radio etc.

b. Media Vehicles - It refers to a specific method of media used by a business to deliver

advertising messages to the target audience. E.g.- television program, digital media
etc.

c. Advertising Unit - Ad units are containers you place in your apps to show ads to users.
Ad units send ad requests to AdMob, then display the ads they receive to fill the
request. When you create an ad unit, you assign it an ad format and ad type(s). Ad
format describes the way ads will look in your app and where they'll be located.

d. Impact - It refers to have a long-lasting psychological impact on viewers of the

advertisement so that they will remember the product or vendor.

e. Continuity - Continuity program is the sales offer by the company where a buyer
agrees to receive products at regular intervals.

f. Recency - It means how recently a customer has made the purchase.

Q13. Explain the following terms with examples:

a. Reach
b. Frequency
c. Impressions
d. Gross Rating Point (GRP)
e. Target Rating Point (TRP)
f. Engagement
g. Circulation
h. Readership
i. Cost per Mille Impressions (CPM)
j. Marketing Return on Investment
Ans. a. Reach - It refers to the total number pf people who have seen a particular
advertisement. If 1000 people have seen the advertisement then the reach is 1000.

b. Frequency - It means how often a customer makes a purchase.

c. Impressions - It refers to the number of times a particular advertisement has been

displayed on a screen. E.g. - a particular ad appeared for 100 times then the number
of impressions is 100.
 d. Gross Rating Point (GRP) - It is a measure of media delivery in advertising. It is to
measure the impact of advertising campaign on their target audience.

e. Target Rating Point (TRP) - It provides information about the reach and frequency of
advertising message towards a target audience.

f. Engagement - It refers to the use of resourceful content to engross people and to

create meaningful interactions over time.

g. Circulation - It refers to the number of copies of newspapers or magazines distributed

in a particular day on an average.

h. Readership - It is a particular group of consumers within the predetermined target

market, identified as the targets or recipients for a particular advertisement or
message.
i. Cost per Mille Impressions (CPM) - The cost per thousand impressions (CPM, cost per
mile) is the total amount an advertiser pays for 1,000 impressions on their page. A
CPM of $4, for example, means that you pay $4 for every 1,000 views of your
advertisement.

j. Marketing Return on Investment - Return on marketing investment or ROMI is a

metric used in online marketing to measure the effectiveness of a marketing
campaign. It examines results in relation to the specific marketing objective.

Q14. Explain the following terms of Digital Promotion with examples:

a. Unique Visitors to a Site
b. Impressions
c. Number of Clicks
d. Click-through Rate
e. Applications Completed
f. Conversion
g. Engagement
h. Cost per Mille Impressions (CPM)
i. Marketing Return on Investment
Ans. a. Unique Visitors to a Site - A unique visitor is a term used in marketing analytics which
refers to a person who has visited the website at least once and is counted only once in the
reporting time period. So, if the user visits the web more than once, it counts as one visitor
only. It’s also called a “Unique User”. For example, if a user visits your web page and then
browses further on 2 other pages and then leaves your website and returns again to see more
pages, he is counted as a single individual user (“unique visitor”).
b. Impressions - Impressions are when an advertisement or any other form of digital
media renders on a user's screen. Impressions are not action-based and are merely
defined by a user potentially seeing the advertisement, making CPM campaigns ideal
for businesses intent on spreading brand awareness.
For example, a billboard owner has no concrete way of estimating the number of
impressions his platform grants advertisers. Impression-based online campaigns, on
the other hand, can measure impressions concretely, and are generally sold in terms
of cost-per-thousand (CPM) impressions.

c. Number of Clicks - Clicks or Ad Clicks is a metric used in digital marketing to count

the times that users click on an ad that directs them to a website.

d. Click-through Rate - This is the percentage of people who clicked the ad from the total
impressions. For example, if you had 10,000 impressions and 100 clicks, your CTR is
1%. For display ads, a 0.6% CTR is average. For Google Search Ads, 3% or so is pretty
good, for Facebook .9% is the average across all industries.

e. Applications Completed
f. Conversion - A conversion occurs when a visitor to your website completes a desired
goal, such as filling out a form or making a purchase. The percentage of total visitors
that convert is called your conversion rate.

g. Engagement - The term refers to how consumers interact directly with the brand
through different actions, such as clicks, likes, comments, and shares. This is important
not only to increase the company’s reach and relevance in the Internet scenario but
also to facilitate the creation of profitable relationships. The more engaging brand
experiences are, the higher the lead conversion rate is.

h. Cost per Mille Impressions (CPM) - In online advertising and digital marketing, CPM is
the cost-per-thousand-impressions or simply the price a marketer would pay to
receive 1,000 campaign impressions.

i. Marketing Return on Investment - Return on marketing investment or ROMI is a

metric used in online marketing to measure the effectiveness of a marketing
campaign. It examines results in relation to the specific marketing objective