GS F224: Print and Audio Visual Advertising

Importance and impact of TV advertising

Channels, Costs and Trends

Advantages and disadvantages

Creative examples

Things to keep in mind while creating these advertisements

Execution Strategies
• TV advertising allows advertisers to reach larger target audience.

• TV advertisements are most likely to influence customers as:

► They have more creativity and flexibility as video is incorporated.

► Consumers trust TV more compared to other media.

► Allows customers to get engaged with the advertisement.
► More opportunities to include creative elements.

• Although the cost for advertising is more, it gets compensated by

larger impact that it creates.
• TV advertising allows advertisers to reach larger target audience.

• TV advertisements are most likely to influence customers as:

► They have more creativity and flexibility as video is incorporated.

► Consumers trust TV more compared to other media.

► Allows customers t o get engaged with the advertisement.
► More opportunities to include creative elements.

• Although the cost for advertising is more, it gets compensated by

larger impact that it creates.
Likelihood That Advertisements Influence Consumers to Purchase:
By Medium

TV/broadcast Video

Print Advertising researches have shown

that 60% of TV ads can influence
consumers to purchase.
Online
The lowest persuasion is by rad io and
outdoor advertising as the retention
SOcial media time is very less.

Out-of-home (billboards, pubhc transit)

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• As of March 2019, there are 902 television channels in India. (Ministry of Information and
Broadcast)

• Telecom Regulatory Authority of India (TRAI) has imposed restriction to use only 12 minutes in
every hour for commercial promotions.

• Therefore, top channels may even demand Rs. 3. 5 Lacs for a 10 second spot.

• The average cost of advertising for 10 seconds in local TV channel might be around Rs. 550.

• These rates are 1.5 times for 15 seconds, 3 times for 30 seconds and even more in the prime time
(8pm - 11 pm; when most people watch TV)
 &Coleate Dental Cream' will the top

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During festival months, 'Triva10' was
6.0 on the 2-.d po;itton in 0.;t•Nov· 19.
In Ap,'19, Top 2 brands fSa.ntoor Sandal and
a
Turmeric" ·o..ttol Toilot Soap,) both from 'Toilot
4,863 Brands advertised during Diwali
s.o So.'?'C.~
1/ festival in Oct' 19, w hich is maxim um
compared to othe r months of Y2019.

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Top 10 Brands
1 . Santoor Sandal And Turmeric
2. Colgate Dental Cream
5. Lux Toilet Soap
6. Surf Excel Easy Wash
7. Harpic 10/1O
8. Dettol Toilet Soap
9. Clinic Plus Shampoo
10. Dettol Liquid Soap
Top 100 Brands
•
• ' Harpic 10/10' had 7th posit ion with more than twofold rise in ad volume during Y2019 compared to 49 th positio
In Y2018.
• Only ' Trivago' maint ained it's ranking (i.e. 3 rd } in Y2019 as compared to Y20 18.
• ' Lux Toilet Soap' moved to 5th position in Y2019 compared to 15 th position in Y2018.
• ' Surf Excel Easy \"Jash' moved up by 26 positions to achieve 6th rank with nearly 2 times rise in ad volumes during
Y2019 co mpare to Y2018.
• 3 out of Top 10 brands viz. 'Lux Toilet Soap', 'Deno! Toilet Soap' & 'Dettol liquid Soap' belonged to Toilet Soap
Category.
• f our Brands viz. Lux Toilet Soap, Surf Excel Easy Wash, Harplc 10/10 & Clinic Plus Shampoo entered the Top 10 list
of Y2019 displacing 'lifebuoy Toilet Soap', 'Amazon.in', 'Flipkart.com' & 'Videocon 02H' w ith current ranks 12, 16,
28 .:ind 153 rnspcctively compared to Y2018.
• 4 out of Top 10 brands were from 'Rec-kitt Benckiser (India}'.
••••
• Creativity and Impact
The interaction of sight and sound creates flexibility and makes possible dramatic, lifelike
representations of products and services.
• Coverage and Cost-effectiveness
Nearly everyone, regardless of age, sex, income, or educational level, watches at least some TV. As it
reaches to mass audience the per person cost reduces.
• Captivity and Attention
Television is basically intrusive in that commercials impose themselves on viewers as they watch their
favourite programs.
• Selectivity and Flexibility
Some selectivity is possible due to variations in the composition of audiences as a result of program
content, broadcast time, and geographic coverage.
• Costs
Despite the efficiency, this media is still costly especially for long ads.
• Lack of Selectivity
Advertisers who are seeking a very specific, often small, target audience find the coverage of TV often
extends beyond their market.
• Fleeting Message
TV commercials usually last only 30 seconds or less and leave nothing tangible for the viewer to examine
or consider. Hence, problem in being getting noticed.
• Limited viewers attention
When viewing television people tend to get distracted in several ways. Zipping occurs when customers
fast-forward through commercials as they play back a previously recorded program. Zapping refers to
changing channels to avoid commercials
• Distrust and negative evaluation
Consumers are seen as defenceless against the barrage of TV ads; pervasiveness and intrusive nature of
the medium since they cannot control the transmission of the message.
TV commercials involve sight, sound and motion which provides enormous possibilities
of being creative.

• Video: Visual elements, action sequences, demonstration, settings, lighting,

graphics, animations, colours etc.

• Audio: Voice-overs, Needledrop, jingles etc.

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- Some of the creative ad campaigns in India

9 ·= ~--, • Alexa (Google) • City Light (!;l,a pgydent whrte)

• Ramesh-Suresh (5 s tar) • Celebrities & easand (LUX)
Kya £!)fil !M,h? (FOGG) • !J!l!. Girl (Pril}
10 """=-- • Lifebuoy (Rhgte @!! .. ) • Hema, Rekha .. ~ easand !li!!!);, (Nirma)
Incredible India I love you, Rasna (Rasna)
• Man turned in pigeon by magician (PNB • I'm a complan boy (Complan)
11 !!J.!ltlofe) • Bas 2 minute ( Maggi)
-
Share the load (Ariel) Wah Taj (Taj mahal tea)
Men will be men (Imperial blue) Baratiyon ka swa(lfil (Pan ~ )
12 #II all starts (Nescafe) Give me Red (Eveready)
--· Salute to banla t!!![ (Officers Blue)
• Open happiness (Coca-cola)
Dima9 ~i.batti jal~. de (Menlos) ~9.9. re (Tata tea)
13
• Zuban pe rakhe lagaam [Center Fresh)
~ ~ t!!![ (Maruli Suzuki)
Ql!,11.9,_0£9.~-~-t!l!l (Surf Excel) ! Have a break, Have a KitKat (KrtKat)
• Zoozoo (Vodafone) etc.
get more ellen on the elle11tube app
• Brand Identification: Cust omers should be able to ident ify the
brand clearly. If the brand is not clear, there is a chance of
'Vampire' effect of the advertisement.

■ Show the package: Commercials which end by showing the

package are more effective in changing brand preference
than commercials which don't.

■ Food in motion: If the commercial is of food, the more

appetizing it look the better it is f or selling. It has been found
that food in motion looks particularly appetizing. Brand identification, food in motion and
showing the package in Coca-cola
advertisement
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Things to keep in mind while preparing TV ads
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13 ===-- • Tell a story: To increase the attention span and go beyond t he style of typical ads st orytelling is a widely

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used technique.
• Be targeted: The message of the advertisement should 1argeted to appeal the target audience of the
potential users for t he product/service.

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Use jingles: For making t he ad m emorable jingles can be utilized as they provide a means to make the ad
relatable.
Supers: Reinforce your promise by setting it in type and superimposing tt over the video, while your
soundtrack speak the words.
16
• Use influencers: Use o r influencers lead to increase in credibility and more memorability for the
advertisements.
17 • Focus on first 5·10 seconds: To capture maximum anention of the audience, first few seconds of the
advertisement is most important else it may lead to zipping or iapping.

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• Break the pattern: The ad should be unique and it should break 1he established pa1tern of
advertising certain product, which help to increase the memorability.

• Use mnemonics for identification: Can help to increase brand identification and reminds people of
t he promise.

• Be Clear: The ad message should be clear and it should reach the target audience without any
deviations.
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Several executional styles are used which are:

• Straight sell or factual message • Animation

• Scientific/technical evidence • Personality symbol
• Demonstration • Fantasy
• Comparison • Dramatization
• Testimonial • Humour
• Slice of life • Combinations of these
strategies
• This type of ad relies on a straightforward
presentation of information concerning the
product or service.
• Often used with informational/rational
appeals
• Executed in the following manner: announcer
generally delivering the sales message while
the product/service is shown on the screen.

Usually used for high-involvement

consumer products as well as industrial and
other business-to-business products
Life is easy on iPhone campaign;
Clear and straightforward message of life being
easy on iPhone
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• In this a person praises the product or service on the
basis of his or her personal experience with it.
Dove
• Testimonial executions can have ordinary satisfied
customers discuss their own experiences with the
brand and the benefits of using it.

• This approach can be very effective when the person

delivering the testimonial is someone with whom the
target audience can identify or who has an interesting
story to tell.

• The testimonial must be based on actual use of the

product or service to avoid legal problems, and the
Dove ad with testimonial
spokesperson must be credible.
• Slice-of-life execution is generally based on a problem/solution approach.

• This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad
then shows how the advertiser's product or service can resolve the problem.

• Slice-of-life executions are often criticized for being unrealistic and irritating to watch because they
are often used to remind consumers of problems of a personal nature.

• Many advertisers still prefer this style because they believe it is effective at presenting a situation to
which most consumers can relate.
• Popular for emotional types of appeals such as
image advertising .

• The product or service becomes a central part of

the situation created by the advertiser.

• The commercial can thus become a 30-second

escape for the viewer into another lifestyle.

Axe ads involving fantasy of "even angels will fall"

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• A storyboard is a series of images that explain how your story will look,
32 - - - - shot by shot.
• Each image appears in chronological order, with notes underneath to
explain what's happening.
• Crucial part of the pre-production process.
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 What is Sales Promotion?

• Sales promotion is defined as:

"A direct inducement that offers an extra value or incentive for the product to the sales
force , distributors, or the ultimate consumer with the primary objective of creating an
immediate sale."

• What makes sales promotion unique?

1. Sales promotion involves inducement that provides incentive to buy.
2. It is an acceleration tool , used to speed up selling process and maximize sales
volume.
3. Can be targeted to different parties involved in the buying process.
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 Sales Promotion vs Advertising

Criteria Advertising Sales Promotion

Time Long term Short Term

Price Expensive Not very expensive

Suitable for Medium to large companies Small to large companies

Sales May lead to sales Directly related to sales

Purpose Increase sales, brand building Increasing sales

Results Slowly Faster

Examples Givin~ertiseme.ot in the G_iy.inp free products,

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products of a company
Types of sales promotion

Consumer oriented sales promotion

• Include sampling, couponing, premiums, contests and sweepstakes, refunds and rebates,
bonus packs, price-offs, frequency programs, and event marketing.

• Are directed at consumers, the end purchasers of goods and services.

• Part of a promotional pull strategy.

Trade oriented sales promotion

• Includes dealer contests and incentives, trade allowances, point-of-purchase displays, sales
training programs, trade shows, cooperative advertising etc.

• Motivate distributors and retailers to carry a product.

• Part of promotional push strategy.

Reasons for Increase in Sales Promotion

Increased promotional sensitivity

✓ Consumers respond favorably as it saves money and help in point of purchase decisions.

Brand proliferation
✓ The market has become saturated with new brands.
✓ Marketers are relying more on samples, coupons, premiums, and other innovative promotional
tools to achieve trial usage of their new brands and encourage repeat purchase.

Fragmentation of customer market

✓ Consumer market is becoming more fragmented and traditional mass media base~ advertising
less effective.
✓ Marketers are turning to segmented , highly targeted approaches such as sales promotion.
Oriented
Contests and Incentives

• Manufacturers may develop contests or special incentive programs to stimulate greater

selling effort and support from reseller management or sales personnel.

• Manufacturers often sponsor contests for resellers and use prizes such as trips or valuable
merchandise as rewards for meeting sales quotas or other goals.

• These programs may involve cash payments made directly to the retailer's or wholesaler's
sales staf f to encourage them to promote and sell a manufacturer's product.
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Trade allowance

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[ A discount or deal offered to retailers or wholesalers to encourage them to stock. promote,

or display the manufacturer's products.

Buying Allowance : A buying allowance is a deal or discount offe,·ed lo resellers in the form of a
11 - - - -
·--- price reduction on merchandise ordered during a fixed period

Promotional Allowance: Certain promotional or merchandising achv1bes such as providing

12 special displays away from the product's regular shelf position, running in-store promotional

--·-- -
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Slotting Allowance: Fees which retailers charge tor providing a slot o r posrhon to accommodate
13 lhe new product.
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-- Point of sales display

12 - - - Alsle Interrupter: A sign that juts into the aisle from the shelf.
Dangler: A sign that sways when a consumer walks by ii.
Dump bin: A bin full of products dumped inside.
Glorifier: A small stage that elevates a prod uct above other products.
Wobblers: A sign that jiggles.
14 ---·-
------ Lipstick Board: A board on which messages are written in crayon.
--- ---·--
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------- Necker: A coupon placed on the 'neck' of a bottle.
YES unit: "your extra salesperson" is a pull-out fact sheet.
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Quiz
Sales Prom otion- Point of Sales techniq ues

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Answers
Glorifier
Point of sales display

Aisle interrupter: A sign that juts into the aisle from the shelf.
Dangler: A sign that sways when a consumer walks by it.
Dump bin: A bin fu ll of products dumped inside.
Glorifier: A small stage that elevates a product above other products.
Wobblers: A sign that jiggles.
Lipstick Board: A board on which messages are written in crayon.
Necker: A coupon placed on the 'neck' of a bottle.
YES unit: "your extra salesperson" is a pull-out fact sheet.
Other promotional techniques

Sales training program: Manufacturers provide sales training assistance to retail salespeople by
conducting classes or training sessions that retail personnel can attend to increase their
knowledge of a product or a product line.

Trade Shows: By using a forum where manufacturers can display their products to current as
well as prospective buyers.

Cooperative advertising: The cost of advertising is shared by more than one party. The types
are:

1. Horizontal cooperative advertising is advertising sponsored in common by a group of

retailers or other organizations providing products or services to the market.
2. Ingredient-sponsored cooperative advertising is supported by raw materials
manufacturers.
3. Vertical cooperative advertising, in which a manufacturer pays for a portion of the
advertising a retailer runs to promote the manufacturer's product and its availability in the
retailer's place of business.
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Objectives for customer oriented sales promotion

--·----
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-·-"'-·--- • Obtaining trail and repurchase

• Increasing consumption of an established brand

• Defending current customers
• Targeting a specific market segment
• Build ing brand equily
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j Sampling
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Sam~ing involves a variety of procedures whereby
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consumers are given some quantity of a prodvct for no
charge to Induce trial.

Sampling is generally considered the most effective way

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--- to generate trial. although it is also tile most expensive.
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Benefits
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._ -.
- • Excellent way to Induce Ula! as they provtde
consumers with a risk-free way to lly new products.
• Higher trial rates
• Consumers experience the brand directly, gaining a
19 greater appreciation for its benefits.

20
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Couponing
The oldest. most widely used, and most effective sales promotion tool.
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Coupons are the most popular sales promotion technique as they are used by nearty all lhe
packaged-goods firms.

Coupons make it possible to offer a price reduction only to those consumers who are price•
sensitive.

Coupons are generally regarded as second only to sampling as a promotional technique for
generating trial.
20 ------
But, it can be difficult to estimate how many consumers will use a coupon and when.

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Free-standing Insert (FSI)

A coupon booklet 1s inserted into the focal newspaper tor delivery.
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• On-l ine couponing
20 -
Coupons are available online. Consume,s print tnem out and take tnem to me store.
• Mobile couponing
Coupons are available on a mobile phone . Consumers show the offer on a mobile phone to a
salesperson for redemption .
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Premiums

A premium is an offer o f an item of merchandise or service eit her free or at a low price that
is an extra incentive for purchasers.

Free premium
Free premiums are usually small gifts or merchandise included in the product package.
Inion-package free premiums include toys, balls, trading cards etc.

Self liquidating premium

24 Require the consumer to pay some or all of the cost of the premium plus handling and
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The marketer usually purchases ,terns used as self-liquidating premiums in large quantities
and offers them to consumers at lower-than-retail prices.
25 The goal is to create value for customers not to make profit.

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Contest and Sweepstakes

A contest is a promotion w here consumers compete for prizes or money on the basis of skills
or ability.
A sweepstakes is a promotion w here winners are determined purely by chance.

25
Contests and sweepstakes can get the consumer involved with a brand by making the
promotion product relevant.

Examples for contest include: Read an ad or package o r visit a store display to gather information.
26
Examples for sweepstakes include: Scratch off cards, collect pieces etc.

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----- Price Packs

• Price packs offer the consumer an extra amount of a product at the regular or reduced price
by providing or combining the packs together.
• Another alteration to this could be ottering a buy one get one free or similar scheme.

29 - -
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·
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30
✓ Effective defensive maneuver against a competitor's promotion or introduction of a new
bran<!
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• Refunds (also known as rebates) are offers by the manufacturer to return a ponion of the
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• Consumers are generally very responsive to rebate offers, panicularly as the size of the
31 --
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✓ Consumers may perceive the savings offered through a cash refund as an immediate value
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✓ Refund offers can also encourage repeat purchase.

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Price-off deals

Price-off deal reduces the price o f the product being offered.

Typically, price-offs range from 10 to 25 percent off the regular price, w ith the reduction
coming out o f the m anufacture(s profit m argin. not the retaile(s.

33
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✓ It makes sure the promotional discount reaches the consumer rather than being kept by the
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✓ Present a readily apparent value to shoppers.

✓ Can be a strong influence al the point of purchase when pnce comparisons are being made.

35

-·-
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- Frequency or Continuity Programs

• Many brands have introduced continuity programs that offer consumers the opponunity 10
accumulate points for continuing to purchase their brands; the points can be redeemed for
gifts and prizes.

35

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Advantages:
:s ✓ Encourage consumers to use the products or services on a continual basis.
✓ Build relahonships with loyal customers.

✓ Frequency programs also provide marketers with the opportunity to develop databases
containing information that can be used to better understand the custome~s needs

37 - - -

38
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·-~---- Event Marketing

• Event marketing is a type of promot io n where a company or brand is linked to an event or

where a themed activity is developed for the purpose of creating experiences for consumers
and promoting a product or service.
• An event sponsorship i s an integrated marketing communications activity where a company
37 - - develops actual sponsorship relations whh a particular event and provides financial support
in return for the right to display a brand nam e, logo, or advertising m essage and be
identified as a supporter of the events.
• Event marketing has become very popular in recent years as marketers develop integrated
38 marketing prog rams according to them.

39

40
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18
--- companies paid an average of $1 53 par click
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20

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• They can be designed like searcll ads for immediate • •
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• The most commonly used display ads are:
1. Banner ads: These are one of the oldest and most traditional forms of display ads, and they usually
appear at the top and sides of a web page.
2. Interstitial ads: These ads appear as full web pages before users are directed to the original page
they requested. They capture greater user attention but are also likely to be more intrusive to users.
3. Expandable banner ads: Th ese banner ads automatically expand to a large portion of the user
screen. In terms of size and impact, they fall somewhere between banner and interstitial ads.
4. Overlay: These are similar to interstitial ads, but with a transparent background so that a user can still
see the original web page.
5. Rich media: These ads include interactive components such as video, audio, or hyperlinks to click.
6. 360-degree ads: These ads are specially designed for mobile phones and provide a 360-degree view
to the user as she moves her phone around.

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 Overlay Ads Examples

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 2. Video ads
• While display ads are static image ads on websites or apps, video ads show more dynamic
.images.
• Digital video ads are not limited only to digital platforms like YouTube or Facebook. The
emergence of smart TV and streaming services allows brands to target television audiences
in the same way they reach audiences through digital platforms.
• The basic steps of video ads are:
✓ Start with the goal (e.g., enhance brand awareness, drive traffic to website, increase
purchases, etc.);
✓ Select a target audience (by age group, geography, interests, etc.);
✓ Create an ad;
✓ Set a budget;
✓ Measure and monitor results.
Stop shart"!)
Inbound Marketing
 1. Getting Found

• When a consumer uses an Internet search engine like Google, organic links show up in a specific
order.

• Most consumers do not go beyond third page of search engine results. Hence, companies need to
rank higher on the search results.

• The search results are ranked taking in account number of parameters such as relevance, time of
website, time spent on the page etc. each having certain weight, which changes from search
engine to another.

• These weights are not revealed by the search engines, all you have is a guess.

• This is the reason the results change a bit when a different search engine is used for the same
query.

• Typically, Google is the most popular search engine therefore, it is necessary to understand the
working of Google's search.

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::]
• Google's ranking is based on two key factors-relevance and authority.

► Relevance is a measure of how closely Google can match a consumer's search query and a
particular web page. This is based on factors such as page title, page content, and meta tag.
► Authority of a page is Google's measure of its importance based on backlinks, times the website has
been visited, average time of customer's on website etc.

• Therefore, inbound marketing requires two key actions.

► The company must ensure that its website has the content, keywords, and meta tags that improve
its relevance to a particular search query.

► The firm needs to find ways to garner inbound links from other websites to build its authority.

Stopsht1Mg
 2. Creating Content

• Content creation for digital marketing has two main goals: CONTENT
• To answer customers' questions and needs beyond basic MARKETING STRATEGY
product information. ,•
•
3 CONVERT . ••
► To achieve this goal, companies should adopt a customer- •

centric view of the world, finding ways to solve a .

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consumer's problem regardless of any immediate, direct •
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connection to product sales.
• To create trustworthy, original, and interesting content that
improves its authority by encouraging other websites from
other organizations or individuals to link to the website
► To achieve this goal-creating original content that
encourages other websites to provide links to it-the
content should contribute to a company's brand reputation.
1 :CREATE

Stop sharl"{I
 3. Optimizing Landing Pages

• Getting the consumer to click on an organic link is half the battle; the other half is deciding
what content should appear on the landing page to convert the consumer into a customer.

• Using consumer focus groups to test website design (including the use of colors, button
shapes, position, wording, fonts, images, and logos, as well as usability and performance)
can show a company which style choices would resonate most effectively with target
customers.

• The increasing use of smartphones is also shifting companies to a mobile-first mentality for
website design.
 Why Social Media?

• Social media is a powerful tool that allows people to create and share information and ideas
across the globe.

• The importance of social media was summed up by lntuit's cofounder Scott Cook: "A brand is no
longer what we tell the consumer it is-it is what consumers tell each other it is."

• Word of mouth and social interactions are now key influencers in the purchase process .

• 20% and 50% of all purchases are driven primarily by word-of-mouth recommendations .
(Management consulting firm McKinsey & Company )

• Social media has also created a new breed of social influencers and digital celebrities who act as
influencers and tend to persuade people to buy products.
 How powerful social media is?

• Facebook played a significant role in the 2016 US presidential elections and was a focal point in
the probe into Russia's interference in American elections.

• In public health, the Ice Bucket Challenge, which raised awareness and funds for amyotrophic
lateral sclerosis (ALS) medical research, began in Boston but quickly spread to the rest of the
United States and ultimately worldwide. Between June 1 and September 1, 2014, more than 17
million Ice Bucket Challenge videos were shared on Facebook, which were viewed over 10 billion
times by more than 440 million people.

• In international culture and entertainment, Gangnam Style, the 2012 pop video by the South
Korean musician Psy, was seen over two billion times on YouTube within two years. It had
reached 3.29 billion views by February 2019 and was listed as the sixth most-watched video on
YouTube.
 Listening to social conversations

• Understanding Customers: Social media provides a forum for companies to hear and
understand their consumers' attitudes and behaviors at a broader and deeper level.
• Brand Perceptions. How do consumers perceive your brand? What do they like or dislike
about it? What do they associate your brand with? These are critical questions for a brand
manager. To answer such questions, companies often conduct custom studies to generate
perceptual maps.
• Customer Satisfaction and Future Behavior. Social conversations and online reviews
reveal consumers' satisfaction with a product and predict their future purchasing behavior.
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 Partici,ating in social discussion

• Instead of simply listening to what consumers say on social media, companies can also actively
participate and shape the conversation.
• Starbucks created a product suggestions website called My Starbucks Idea to source new ideas
from customers. The platform connects enthusiasts with each other and allows them to
participate in the brand community.
• Participating in social media also creates opportunities for potent rea l-time marketing.
• For example, When a blackout brought the Super Bowl to a halt in 2013, agile companies took
advantage of the situation. Oreo posted "Power out? No problem. You can still dunk in the dark."
In the course of five hours that day, the number of followers on Oreo's lnstagram account rose
from 5,000 to 34,000.
 Leveraging Social media
• Companies can leverage social media to amplify their message and create brand advocates.
• Creativity and humor tend to amplify social content. In 2018, Wendy's created a mixtape, a
compilation of rap songs aimed at its rivals McDonald's and Burger King, called "We Beefin'?"
• This mixtape was promoted on Twitter and later released on Apple Music, Google Play, and
Spotify. Soon after its launch, it climbed to the top 50 on Spotify's Global Viral list. It also
garnered 76 years' worth of streaming in just one week.
• In 2017, the New Zealand Police, which was 80% white and 70% male, wanted to recruit a more
diverse spectrum of the population. To achieve this, the organization created a YouTube video
that featured a diverse group of 70 of its police officers and promoted it through influencers.
• It increased web traffic to newcops.co.nz by 898%, which resulted in a 615% increase in
applications from diverse populations, and eventually helped the police attract the largest
number of female recru its ever.
To amplify messages via social media, these factors should be considered:
• Why consumers share content
Intrinsic motivations include intangible customer rewards such as social status. Extrinsic
motivations include tangible incentives such as monetary rewards
• What content consumers share
To stimulate intrinsic motivations for sharing, the content must connect emotionally with
viewers. Advertisements with high entertainment value are likely to be shared by consumers on
social media networks more frequently
• How consumers share content
Can you make your content go viral and, if so, how? Social media influencers with a large
number of followers who command large fees are sought after by many brands.
 Measuring Social media

• It is hard to measure the impact of social media on sales, so most firms use metrics
such as number of followers, fans, shares, "likes," etc., as surrogates for the
success of their social media campaigns.

• There are two problems in measuring the outputs of social media:

✓ Self selection bias- Heavy users are more likely to become a social media fan in
the first place. Being a social media fan does not transform you into a heavy user.
✓ Homophily- Means that people with similar preferences tend to belong to the same
social community or group-"birds of a feather flock together."
 The other side of Social Media
• Guitar Break:
✓ After the musician Dave Carroll's guitar was damaged because of mishandling during a
United Airlines flight, he created a song titled "United Breaks Guitars."
✓ In 2009, the song became a YouTube hit and generated bad press for United Airlines.
✓ The effect was so powerful that the company now uses this video in its employee training
program.

• Taco bell's shell's:

✓ Taco Bell employee who in 2013 posted on Facebook page a photograph of himself licking
30 taco shells.
✓ The photo was picked up by national news media.
✓ Taco Bell responded quickly by standing behind its food-handling policy, firing the employee,
and verifying that the taco shells in question were not served to customers.
 Why the difference?
• Screen size matters: With smaller screens, people are less inclined to read for long periods .
This makes mobile devices most suitable for visually rich content, such as photos, maps,
videos, and games
• Mobile phones provide valuable location information : With access to location mobile
phones can provide information which can be refined to deliver targeted message.
• 90% of the time is apps: Display or search ads that worked well on desktops or laptops w ill
reach a smartphone user only 10% of the time. This requires a shift in mobile digital strategy
• Offers consumers easy access to information about competitive prices: This price
transparency has created a significant challenge for many retailers. Often consumer
experience a product in a store, check its price on Amazon.com on their mobile phone, and
end up buying from Amazon.
 Solution

• M. V. Raj amannar, chief marketing officer of Mastercard, believes that we need to shift from
storytelling to story making with consumers.
• Google suggests moment-based marketing, whereby the advertiser can wait for the right
moment before sending the right message to a consumer.
• For example, if you book an Uber on Friday evening, ads for restaurants and movies may be
relevant at that moment. Driving on a highway at noontime may be the best moment for
Google Maps to show an ad for a nearby restaurant.
• Meeting the challenges requ ires different and creative thinking about underlying consumer
behavior, reaching and engaging consumers etc.
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Native advertising is a form of online advertising in which brands create sponsored content
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that blends into the main story or editorial content of an article .

Native advertising creates compelling content to engage consumers who are inc reasmgly
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• The use of native advertising is growing Quickly as an alternative to traditional digital ads.
53 Unlike banner ads that have dismal click-through rates (CTR) of about 0.02%, native ads

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on BuzzFeed had CTRs as high as 1% to 3%.

Natrve ads tend to use nch media (web pages with videos or interac tive advertisements),
are usually mobile- friendly, and are designed to encourage enough social sharing to make
the content go vlral.
54

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such as gender, geographic location, andfor their purchases.

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56

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u

ETHICS IN ADVERTISING
GS F224: Print and Audio-Visua l Advertising

SANGEETA SHARMA

V
 V

V
WHAT IS ETHICS?

• THE STUDY OF WHAT IS RIGHT AND WRONG

• BELIEF ABOUT WHAT IS MORALLY CORRECT AND ACCEPTABLE

 'J

ROLE OF WOMEN V
V

The unethical depiction of women in advertising includes:

• Stereotyped: Advertisements focused on stereotyping women's role to the traditional settings i.e. to take care
of family and roles limited to other household work.

• Depicted a s object of desire: Women are often depicted as an object of desire and are focused around the
sexua l appeals.

• Portrayed as weak/submissive: Women are often shown as being dependant on their male counterparts
and take care of executive roles. They are also depicted as relatively small in size as compared to male
counterparts.

• Have weak non-verbal skill s: Women in advertisements are shown with weak posture such as having a knee
bent while standing and touching objects in weak manner.
 -I.con, u
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DIAMONDS ARE USELESS f Women stereotyped as

maid
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Weak body language of
women

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• •
 ROLE OF MEN V
V

• Men ore depicted as strong, independent and toking core of the executive roles in advertisements.

• The also shown in fol lowing ways:

Alert and conscious of surroundings
Standing upright
Eyes open and looking around
Bodies ore controlled
Mean expression on face
Gripping things t ightly with hands
Hands in pockets
Serious

V
• Being weak and emotional ore depicted as characteristics which ore 'unmanly'.
Depiction of men in advertising
V
 V

Shampoo ad; Showing that if

you gossip about Daily Soap
Show you'll stop being a man.

s100
B.£F'OR1! YOU STOP
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BEINGA
MAN
 Male Female I:

Whole-body More often shown stand,ng
posture and mOV1ng
Head Stra,ght and positioned
d rectly at the camera
Eyes Focused and watching the
world around them
Hands Controlling and assertive,
hands use the obJe(tS to do
something, men touch othffi
More often shown lying down
V
T~ted at an angle or loo1ong
aw.ry from the camera
Not l)cly1ng attention, spaced PORTRAYAL OF M EN vs WOMEN IN
out ADVERTI SING
Pawve and controlled by
enwonmen1. obJects rest in
them. women touch themselves '

Legs Legs are straight, 1n motion, Knees are bent so that the
or solidly planted body .s tilted and off<enter.
legs are crossed or women
hold one of their feet
Performance of Mature and manly lnfanllle, shown snuggfing mto V
age men; women presented as I
looking hke girls, and girts
presented looking L1:e women
I

--
 V
ROLE OF CHILDREN
V

• Children are impressionable: It is easy for advertisers to form an impression on children as the
maturity level is less.

• Ea sy for persua sion: Children don't have any strong brand pref erences and, if there are any, it can be
easily changed as compared to mature people.

• Major role in influencing buying pattern: In any family children although don't b uy the product
directly, they have a major role in deciding what products to buy as they are usua ll y consulted before
buying the product.

V
 ·9 are tte a dvertisement
Child Shown in a c1
 SOME CONTROVERSIAL ISSUES:

• PUFFERY

• SHOCK ADS

• WEASEL CLAIM

• SUBLIMINAL ADVERTISING

• SURROGATE ADVERTISING