Advertising Syllabus

Notes by - Khushi Katyal, Batch’23

Unit 1
Advertising need & importance;
growth of modern advertising;
advertising & the marketing mix;
types & classification of advertisements;

. Interactive ads: Allow users to engage with the ad content, rather than just
passively viewing it. Interactive ads can be designed for various platforms
including online and mobile, and can take many forms such as videos, games,
quizzes, polls, and surveys.

Eg: scanning of QR codes.

. Government ads: released by government organizations or agencies to inform,

educate, or promote various programs, policies, or initiatives.

Eg: Incredible India Ad

. Retail ads” created by retailers or businesses to promote their products or

services to consumers. Retail ads can take many forms, including print ads,
broadcast ads, online ads, and social media ads.
. Brand Ads: focuses on building brand recognition, loyalty, and reputation.
Typically used by companies that are well-established or looking to establish a
new brand identity. The goal of brand advertising is to create a long-term
emotional connection with the consumer that will lead to brand loyalty and
advocacy.
. B2B ads: niche advertising, sold to particular group, more technical in nature,
information heavy.
. Recruitment ads
. Primary Demand Ads: create demand of the category or product rather than a
specific brand. Eg: egg ads.
 . Comparative Ads: selective demand ad, create comparison with other products.
sometimes subtly sometimes directly mentioning competitors’ names.
. Institutional ads: connect to a cause and make org image, represent company
value
. NPO ads: Eg: Unicef
. Public service ads: Eg: Delhi Police safety, related to warning info awareness or
good cause. Eg: tobacco banning ads.
. Political ads: Eg: party ad campaigns
. Directory ad: listing of companies, yellow pages ads

social aspects of advertising;

. Deception: Deceptive advertising refers to ads that make false or misleading

claims about a product or service. Such advertising can harm consumers by
misleading them into buying products that do not live up to their advertised
claims. For example, an advertisement that claims a weight loss supplement will
help consumers lose 10 pounds in a week, but fails to disclose the potential
health risks associated with the supplement, can be considered deceptive.
. Manipulation: Advertising can manipulate consumer behavior by playing on
emotions, fears, and desires. Manipulative advertising can encourage consumers
to make irrational or impulsive purchasing decisions based on emotional appeals
rather than rational decision-making. For example, an advertisement that uses
guilt to persuade consumers to buy a product can be considered manipulative.
. Taste: Taste refers to the cultural norms and values that shape our perceptions of
what is acceptable and desirable in advertising. Advertising that is offensive or
inappropriate can harm society and perpetuate negative stereotypes. For
example, an advertisement that uses racist or sexist language can be considered
in poor taste and can offend consumers.

economic aspects of advertising

. Value of Products:
The advertised products are not always the best products in the market. There are
some unadvertised products also present which are good enough. But advertising
helps increase value for the products by showing the positive image of the product
which in turn helps convincing customers to buy it. For e.g. mobile phones were first
considered as necessity but nowadays the cell phones come with number of
features which makes them mode of convenience for consumers.
 . Effect on Prices:
Some advertised products do cost more than unadvertised products but the vice
versa is also true. But if there is more competition in the market for those products,
the prices have to come down, for e.g., canned juices from various brands. Thus
some professional like chartered accountants and doctors are not allowed to
advertise.
But some products do not advertise much, and they don’t need much of it and even
their prices are high but they are still the leaders in market as they have their brand
name. e.g., Porsche cars.

. Effect on consumer demand and choices:

Even if the product is heavily advertised, it does not mean that the demand or say
consumption rates will also increase. The product has to be different with better
quality, and more variety than others. For E.g., Kellogg’s cornflakes have variety of
flavors with different ranges to offer for different age groups and now also for people
who want to loose weight thus giving consumers different choices to select from.

. Effect on business cycle:

Advertising no doubt helps in employing more number of people. It increases the
pay rolls of people working in this field. It helps collecting more revenues for sellers
which they use for betterment of product and services. But there are some bad
effects of advertisements on business cycle also. Sometimes, consumer may find the
foreign product better than going for the national brand. This will definitely affect
the production which may in turn affect the GDP of the country.

Marketing communication models-

 AIDA,
Attention, Interest, Desire, and Action model
Attention: The first step in marketing or advertising is to consider how to
attract the attention of consumers.

Eg: To capture the audience's attention, you might create a headline that reads
"Get Fit in Just 30 Days!" with an image of a person exercising. This headline and
image are designed to grab the audience's attention and encourage them to read
on.

Interest: Once the consumer is aware that the product or service exists, the
business must work on increasing the potential customer’s interest level.

Eg: Once you have their attention, you need to generate interest by highlighting
the key benefits of the fitness program. For example, you might say "Our fitness
program is perfect for busy people who want to get in shape quickly and easily.
Our workouts are only 30 minutes long and can be done from the comfort of your
own home."

Desire: After the consumer is interested in the product or service, then the
goal is to make consumers desire it, moving their mindset from “I like it” to “I
 want it.”

Eg: In order to create desire for the fitness program, you need to appeal to the
audience's emotions and show how the program can solve their problem or fulfill
their desires. You might say "Imagine feeling more confident and energized than
ever before. Our program will help you achieve your fitness goals, no matter how
busy your schedule is."

Action: The ultimate goal is to drive the receiver of the marketing campaign to
initiate action and purchase the product or service.

Eg: Finally, you need to encourage the audience to take action. You might include a
call-to-action at the end of the message, such as "Sign up today and get started on
your fitness journey!"

Implications for a marketer:

. Attention is critical: In order to capture the attention of the target audience,

marketers need to create compelling headlines and visuals that stand out from
the competition.
. Benefits over features: The AIDA model emphasizes the importance of
highlighting the benefits of the product or service, rather than just its features.
This means focusing on how the product or service can solve the customer's
problem or fulfill their desires, rather than just listing its technical specifications.
. Emotional appeal: To create desire for the product or service, marketers need to
appeal to the audience's emotions. This means highlighting the emotional
benefits of the product or service, such as how it can make the customer feel
more confident or happy.
. Clear call-to-action: To encourage the audience to take action, the message
needs to include a clear and compelling call-to-action. This means making it easy
for the customer to take the next step, whether that's making a purchase, signing
up for a service, or contacting the company for more information.
. Understanding the target audience: The AIDA model requires a deep
understanding of the target audience's needs, wants, and desires. By
understanding the target audience, marketers can create a message that
resonates with them and leads to action.

hierarchy of effect,
Explains how consumers move through a series of steps before making a purchase.
The model suggests that consumers go through a series of cognitive, affective, and
behavioral stages before deciding to purchase a product or service.

. Awareness: This is the most crucial step and the starting point for purchase.
Brands must make sure that the consumer is aware of the presence of your
brand in a particular product segment.
. Knowledge: This is where your product will be evaluated against other brands by
the consumer. Make sure enough (positive) knowledge is available about your
product – through the internet, retail stores and the product package itself.
. Liking: This is where the consumer builds a liking to your product. This is where
your product is being considered for its emotional benefits; be sure to make them
prominent.
. Preference: By this time consumer may be convinced to try out your product, but
may like other brands too. So what is it that will make her prefer XYZ over the
other brands? These points of differentiation or unique selling points need to be
highlighted to make sure that the consumer likes your brand more than the
others in her consideration list.
. Conviction: This is the stage where the doubt in consumers’ minds about buying
the product of your brand needs to be converted into action. Marketers can aid in
this step by giving out free samples, test drives etc. This step should also decide if
the consumer will stick to your brand i.e. actually buy your brand, or switch after
testing the sample.
. Purchase: The last and the most crucial stage of the consumer buying cycle is
the purchase. You need to make sure that purchase experience is easy and
perhaps even enjoyable for the consumer. Some of the ways to encourage
purchase is by keeping simple and multiple paying options, making the product
available easily, easy to understand usage instructions, offers etc.

Implications for a marketer:

Let's say you are a marketer tasked with promoting a new mobile app that helps
people track their fitness goals. Here are some implications of the Hierarchy of
Effects Model for your marketing campaign:
. Understanding the consumer's decision-making process: You need to
understand that the consumer will go through a series of stages before making a
purchase. For example, they may first become aware of the app, then develop an
interest in it, desire it, evaluate it, and finally make a purchase or download it.
 . Creating a clear and compelling message: You need to create a message that is
clear and compelling enough to grab the attention of your target audience and
generate interest in the app. For example, you might create a headline that reads
"Get in Shape with Our Easy-to-Use Fitness Tracking App!"
. Building desire: Once the target audience is interested in the app, you need to
build a sense of desire by highlighting the key benefits and showing how the app
can fulfill their needs. For example, you might say "Our app makes it easy to track
your workouts, set goals, and stay motivated. With our app, you can achieve your
fitness goals faster than ever before!"
. Providing a clear call to action: You need to provide a clear call to action that
encourages the target audience to take the next step, whether that be making a
purchase or downloading the app. For example, you might include a call to action
at the end of the message that says "Download our app today and start achieving
your fitness goals!"
. Measuring effectiveness: You can measure the effectiveness of your marketing
campaign by tracking the progression of the target audience through each stage
of the process. For example, you might track the number of downloads, sign-ups,
or purchases to see how well your campaign is performing.

innovation adoption model;

The model outlines five stages that individuals go through when adopting a new
innovation:

. Awareness: In this stage, individuals become aware of the existence of a new

innovation but do not have enough information about it to form an opinion. They
may learn about the innovation through various channels, such as advertising,
word-of-mouth, or media coverage.
. Interest: In this stage, individuals become interested in the new innovation and
begin to seek more information about it. They may research the innovation,
attend presentations or demos, or try to learn more from experts or other
adopters.
. Evaluation: In this stage, individuals evaluate the potential benefits and
drawbacks of the new innovation and consider how it might fit into their lives or
work. They may weigh the cost, risks, and compatibility of the innovation with
their needs and values.
 . Trial: In this stage, individuals try out the new innovation to gain first-hand
experience and evaluate its usefulness. They may use a free trial or
demonstration version, borrow or rent the innovation, or purchase a small amount
to test it out.
. Adoption: In this final stage, individuals decide to adopt or reject the innovation
based on their trial experience and evaluation. If they adopt, they integrate the
innovation into their lives or work and become regular users or buyers. If they
reject, they may decide to stick with their current practices or look for alternative
solutions.

Four key factors that influence the rate of adoption of a new product or technology:

. Relative Advantage: This refers to the degree to which a new product or

technology is perceived as better than the existing alternatives. Products or
technologies that are perceived as offering greater benefits, such as improved
performance, lower cost, or increased convenience, are more likely to be adopted
more quickly.
. Compatibility: This refers to the degree to which a new product or technology is
perceived as consistent with the values, experiences, and needs of potential
adopters. Products or technologies that are perceived as being compatible with
existing systems, habits, or values are more likely to be adopted more quickly.
. Complexity: This refers to the degree to which a new product or technology is
perceived as difficult to understand or use. Products or technologies that are
perceived as being easy to use and understand are more likely to be adopted
more quickly.
. Trialability: This refers to the degree to which a new product or technology can be
tried and tested before a commitment to adopt it is made. Products or
technologies that can be easily tried and tested are more likely to be adopted
more quickly.

Implication for a marketer:

Let's say you are a marketer tasked with promoting a new electric vehicle to the
market. Here are some implications of the Innovation Adoption Model for your
marketing campaign:
. Relative Advantage: You need to highlight the advantages of the electric vehicle
over traditional gasoline-powered cars. For example, you might emphasize that
electric vehicles are more environmentally friendly, cost less to operate, and
require less maintenance than traditional cars.
. Compatibility: You need to ensure that the electric vehicle is compatible with the
values, experiences, and needs of potential adopters. For example, you might
highlight the convenience of being able to charge the car at home or at a public
charging station, as well as the benefits of owning a car that is in line with their
environmental values.
. Complexity: You need to ensure that the electric vehicle is easy to use and
understand. For example, you might offer free training to potential buyers to help
them understand how to use the car, as well as provide educational materials to
help them understand the benefits and features of the vehicle.
. Trialability: You need to make it easy for potential buyers to try out the electric
vehicle before making a commitment to purchase. For example, you might offer
free test drives, or allow potential buyers to rent the vehicle for a short period of
time to see how it fits with their lifestyle.

Planning framework of promotional strategy. (Book Pg 53 - 67)

Unit 2:
How advertising works:
Exposure, salience, familiarity,
. Exposure: Exposure refers to the extent to which people are exposed to an
advertisement. The more an advertisement is seen or heard, the more likely it is to
have an impact on people's attitudes and behaviors. Exposure can occur through
various channels such as TV, radio, print media, social media, and online
advertising.

Eg: Vodafone: Zoo Zoo use in ads: keychains, billboards, TV ads.

 . Salience: Salience refers to the degree to which an advertisement stands out
from other advertisements and captures people's attention. An advertisement
with high salience is more likely to be noticed, remembered, and have an impact
on people's attitudes and behaviors. Salience can be achieved through various
techniques such as using bright colors, catchy slogans, or celebrity
endorsements.

Eg: Neeraj Chopra in CRED. Tata Sky: Isko lga daala to life Jinga lala

. Familiarity: Familiarity refers to the degree to which people are familiar with the
product or brand being advertised. The more familiar people are with a product or
brand, the more likely they are to have positive attitudes and preferences towards
it. Familiarity can be achieved through repeated exposure to advertisements,
product placements, or endorsements by trusted sources.

Eg: Jio advertisement by Reliance. Banking on “Reliance’s” familiarity, they

promoted it.

Implications for a Marketer: (Eg: new energy drink)

. Maximize exposure: The marketer should focus on selecting the right channels
for advertising, such as TV, social media, and online advertising, to maximize the
exposure of the energy drink to the target audience. For instance, they can
advertise during popular sports events like the Olympics or Super Bowl to reach a
larger audience.
. Increase salience: The marketer should create ads that capture people's attention
by using bright colors, catchy slogans, and unique branding. They could use
high-energy visuals that showcase the product and its benefits, such as providing
energy, alertness, and improved focus.
. Build familiarity: The marketer should create campaigns that help to build
familiarity with the energy drink brand by ensuring that it is consistently and
regularly advertised across different channels. This could include product
placements in popular TV shows, social media campaigns, and celebrity
endorsements.
. Use integrated marketing communications: The marketer should use an
integrated marketing communications approach that combines multiple
channels like TV, social media, print media, and online advertising. This will help
 to maximize the exposure of the energy drink and increase the chances of
creating salience and familiarity.
. Monitor and optimize campaigns: The marketer should track metrics such as
reach, frequency, brand awareness, and sales to determine the effectiveness of
the campaign. They should adjust the advertising strategy as necessary to
optimize the campaign's performance.

low involvement,

High and low involvement learning are two models that describe how consumers
learn and process information from advertising, based on the level of involvement
they have with the product being advertised.
. High involvement learning: This occurs when a consumer is highly motivated and
actively engaged in the process of learning about a product. High involvement
learning is more likely to occur when the product is expensive, complex, or
perceived to have significant consequences for the consumer. In this case,
consumers are likely to spend more time and effort learning about the product,
and are more likely to engage in research and seek out more information before
making a decision. In high involvement learning, consumers tend to be more
critical and analytical of the information presented in the advertisement, and will
process it more deeply.
. Low involvement learning: This occurs when a consumer has little motivation or
interest in learning about a product. Low involvement learning is more likely to
occur when the product is inexpensive, simple, or perceived to have little impact
on the consumer. In this case, consumers are more likely to process information
about the product superficially, and may not be actively engaged in the learning
process. In low involvement learning, consumers tend to rely more on heuristics,
or mental shortcuts, when processing information about the product.

Implications for a marketer:

. High involvement learning: Let's take the example of a consumer who is

interested in buying a new car. This is a high involvement purchase, and the
consumer is likely to spend a significant amount of time researching and learning
about different car models before making a decision. As a marketer, it is
important to create informative ads that highlight the features and benefits of
the car, and provide detailed information about its performance, safety, and
reliability. The ads should also be placed in channels that the target audience is
 likely to engage with, such as car magazines, online car review websites, and
social media platforms.
. Low involvement learning: Let's take the example of a consumer who is buying a
pack of gum. This is a low involvement purchase, and the consumer is likely to
make a quick decision based on little information. As a marketer, it is important to
create ads that capture attention quickly, such as bright colors, catchy slogans, or
humorous visuals. The ads should be placed in high-traffic areas such as
convenience stores, vending machines, and checkout counters.

central route & peripheral route

The Elaboration Likelihood Model (ELM) is a theory of persuasion that explains how
people process and respond to persuasive messages. There are two routes to
persuasion: the central route and the peripheral route.
. Central Route: This route involves a person carefully considering and analyzing
the persuasive message. The central route is more likely to be taken when the
message is personally relevant, the person has the ability to process the
information, and the message is presented in a way that is clear and compelling.
In this route, the person will carefully consider the arguments and evidence
presented in the message, and make a decision based on the strength of those
arguments.
. Peripheral Route: This route involves a person being persuaded by cues outside of
the message itself, such as the credibility of the speaker, the attractiveness of the
advertisement, or the emotions evoked by the message. The peripheral route is
more likely to be taken when the message is not personally relevant or when the
person does not have the ability to process the information presented. In this
route, the person is more likely to be swayed by superficial aspects of the
message rather than the actual arguments presented.

Which Route to take? (Diagram: Pg : 172 and 174)

Based on 2 factors:

. Motivation to process information: Motivation refers to the level of personal

relevance or importance that a person assigns to a message. When a person is
highly motivated, they are more likely to process the message through the central
route, as they are more willing to invest the cognitive effort required to carefully
analyze and evaluate the message. For example, a person who is shopping for a
 new laptop and is highly motivated to find the best product will be more likely to
carefully evaluate different laptop models, read reviews, and compare features
before making a decision.
. Ability (and opportunity) to process information: Ability refers to the cognitive
resources available to a person to process a message. When a person has high
ability, they are more likely to process the message through the central route, as
they have the cognitive resources to carefully analyze and evaluate the message.
For example, a person who has a high level of knowledge about a particular
product category, such as a tech enthusiast, is likely to have high ability to
process information about new products in that category.
On the other hand, when a person has low motivation or low ability, they are more
likely to process the message through the peripheral route, as this requires less
cognitive effort. For example, a person who is not particularly interested in a
product category, such as a casual shopper, is likely to process information about
new products through the peripheral route, such as being swayed by attractive
visuals or catchy slogans.

Implications for a Marketer (Pg: 175-177)

Helps the marketers to see such factors as important to see how their ad campaigns
affects their target audience.

& cognitive learning;

The nature of the thoughts that go on in a consumer’s head while viewing the ad
impacts his attitudes towards the product as the consumer evaluates the incoming
information in the context of past knowledge and attitudes.

These thoughts are cognitive responses.

The CRM proposes that a person's cognitive responses to a message fall into three
categories:

. Supportive Arguments: These are thoughts or attitudes that are favorable to the
message, such as agreeing with the claims made in the ad, finding the message
informative or interesting, or feeling positively toward the product being
advertised.
 . Counter Arguments: These are thoughts or attitudes that are unfavorable to the
message, such as disagreeing with the claims made in the ad, finding the
message unconvincing or uninteresting, or feeling negatively toward the product
being advertised.
. Source Derogations: These are thoughts or attitudes that are critical of the
source of the message, such as distrusting the advertiser or feeling negatively
toward the spokesperson or ad campaign.

The CRM also proposes that the more a person engages in supportive responses, the
more likely they are to be persuaded by the message. Conversely, the more a person
engages in counterarguments or source derogations, the less likely they are to be
persuaded by the message.

Implications for a Marketer (how CAs and SAs can be managed: Pg 179 - 180)

Example: an advertiser promoting a new laundry detergent may use a celebrity

spokesperson to lend credibility to the claims made in the ad, while also presenting
compelling visual evidence of the detergent's cleaning power. By engaging the
audience emotionally and presenting a clear and compelling message, the advertiser
can increase the likelihood that viewers will generate supportive responses, and
ultimately be persuaded by the message.

The Cognitive Response Model - Tutorial

 Communication Response Models

Source Derogation: Controversial celebrities)

Associating feelings with a brand;

→ Used when low involvement and peripheral route.

→ Dram Ads
→ Fear Ads
→ Humor Ads
→ Transformational Ads:
It involves developing associations with the brand such that it transforms the
use
experience
Two types of associations – the use experience and the user
It must make the experience of using the product richer, warmer, more
exciting and /or more enjoyable than that obtained solely from an objective
description of the brand.
It must connect the experience of the brand so tightly with the experience of
using the brand that consumers cannot remember the brand without recalling
the experience generated by the advertisement.
For transformational advertising to work, it must have
A substantial media budget
Maintain consistency over time
Closely connect the brand with the advertising
 creating copy strategies-
An advertisement copy is all the written or spoken matter in an advertisement
expressed in words or sentences and figures designed to convey the desired
message to the target consumers.
Rational approach
The rational approach focuses on presenting factual information about the product
or service. It appeals to the logical side of the target audience by providing specific
details about the features, benefits, and performance of the product. The rational
approach can be effective for high-involvement products, such as cars or computers,
where the target audience is likely to do research and comparison before making a
purchase. The rational approach can help build credibility and trust in the brand.
Example of a rational approach: "Our car has a fuel-efficient engine that delivers 40
miles per gallon on the highway, which will save you money on gas and reduce your
carbon footprint."

. Comparative advertising:

Comparative advertising is a type of advertising that compares one product or

service to another, usually a competitor's product or service. The aim of comparative
advertising is to highlight the advantages of the advertiser's product or service over
the competitor's product or service. Comparative advertising can be effective in
persuading consumers to choose the advertised product or service over the
competitor's product or service. However, it can also be controversial and potentially
problematic if not executed properly.
Here are some potential benefits and drawbacks of comparative advertising:
Benefits:
. Differentiation: Comparative advertising can help differentiate the advertiser's
product or service from its competitors, highlighting its unique features and
benefits.
. Persuasion: Comparative advertising can be effective in persuading consumers to
choose the advertised product or service over the competitor's product or service
by providing compelling evidence to support the claim.
. Increased market share: Comparative advertising can help increase the
advertiser's market share by attracting consumers who are currently using the
competitor's product or service.
Drawbacks:
. Misleading claims: Comparative advertising can be misleading if the claims are
not supported by facts or are not accurate.
 . Legal issues: Comparative advertising can lead to legal issues if it is considered to
be unfair, false, or misleading.
. Negative impact on the brand: Comparative advertising can have a negative
impact on the brand if it is seen as aggressive or attacking the competitor's
product or service, which could lead to negative associations with the brand.

. Inoculative Advertising:

Inoculative advertising is a type of advertising that anticipates and addresses

potential objections or criticisms that the target audience may have about the
product or service being advertised. The goal of inoculative advertising is to address
these potential objections or criticisms before they arise, in order to reduce their
impact on the audience's perception of the product or service.
Here are some examples of how inoculative advertising can be used:
. Price: If the product or service is more expensive than its competitors, inoculative
advertising can acknowledge this and explain why the extra cost is worth it.
. Quality: If the product or service is perceived to be of lower quality than its
competitors, inoculative advertising can explain why this perception is incorrect,
and provide evidence to support the product or service's quality.
. Functionality: If the product or service has limitations or drawbacks, inoculative
advertising can acknowledge these limitations and explain how they can be
overcome or minimized.
. Safety: If the product or service has potential safety concerns, inoculative
advertising can address these concerns and explain the steps taken to ensure
the product or service is safe for use.

. Refutational advertising:

Refutational advertising is a type of advertising that acknowledges and directly

refutes a negative claim or criticism about a product or service. The goal of
refutational advertising is to address the negative claim or criticism head-on, and
provide a counter-argument or evidence to disprove it. The aim is to persuade the
target audience that the negative claim or criticism is unfounded, and that the
product or service is still a good choice.
Here are some examples of how refutational advertising can be used:
. Safety concerns: If there are concerns about the safety of a product or service,
refutational advertising can acknowledge these concerns and provide evidence
or data to show that the product or service is safe to use.
 . Quality issues: If there are concerns about the quality of a product or service,
refutational advertising can acknowledge these concerns and provide evidence
or testimonials to show that the product or service is of high quality.
. Price objections: If the price of a product or service is perceived as too high,
refutational advertising can acknowledge this and provide evidence or data to
show that the price is justified based on the value provided by the product or
service.
. Competitor claims: If a competitor is making negative claims about a product or
service, refutational advertising can directly address these claims and provide
evidence or data to show that the claims are false or misleading.

emotional approaches;

Emotional approach: The emotional approach focuses on creating a strong

emotional connection between the target audience and the product or service. It
appeals to the feelings and values of the target audience by tapping into their
aspirations, fears, desires, or other emotional triggers. The emotional approach can
be effective for low-involvement products, such as soft drinks or snacks, where the
target audience is likely to make impulse purchases based on their emotions. The
emotional approach can create brand loyalty and repeat purchase.
Example of an emotional approach: "Enjoy our delicious cookies with your family, and
make precious moments that will last a lifetime."
FCB Grid
 fcb-grid-expanded.PNG

The FCB Grid, also known as the Foote, Cone, and Belding Grid, consists of four
quadrants, each representing a different type of product or service, and each
requiring a different type of advertising approach. The two dimensions used in the
grid are:
. Involvement: This refers to the level of interest or involvement a consumer has in
a particular product or service.
. Thinking: This refers to the way in which consumers process information and
make decisions about products or services.

The four quadrants of the FCB Grid are:

. Thinker: Products or services in this quadrant include cars, homes, and other
high-priced, important purchases. Consumers in this quadrant are analytical and
research-driven and are likely to make decisions based on facts and logic.
 Advertising for products in this quadrant should focus on providing detailed
information and features and benefits.
. Feeler: Products or services in this quadrant include luxury goods, fashion items,
and other high-end products that are associated with status or emotional appeal.
Consumers in this quadrant are likely to make decisions based on emotions and
personal values. Advertising for products in this quadrant should focus on
creating a strong emotional connection with the consumer and emphasizing the
lifestyle benefits of the product.
. Doer: Products or services in this quadrant include groceries, household goods,
and other everyday items that are necessary but not particularly important to the
consumer. Consumers in this quadrant are likely to make decisions based on
convenience and price. Advertising for products in this quadrant should focus on
providing simple, clear information and emphasizing value and convenience.
. Reactor: Products or services in this quadrant include impulse buys, such as
candy, snacks, and magazines. Consumers in this quadrant are likely to make
decisions based on immediate gratification and emotional appeal. Advertising for
products in this quadrant should focus on creating a sense of fun, excitement, or
entertainment.

Marketers can develop more effective advertising strategies that resonate with the
target audience and lead to increased sales and brand loyalty.

Implications for a marketer

. Understanding consumer behavior: The FCB Grid helps marketers understand

the level of involvement and thinking required for a particular product or service.
By knowing how consumers make decisions, marketers can tailor their marketing
messages to meet the needs and preferences of their target audience.
. Developing effective advertising strategies: The FCB Grid provides a framework
for developing effective advertising strategies based on the level of involvement
and thinking required for a product or service. By choosing the right advertising
approach, marketers can increase the likelihood of success and improve return
on investment (ROI).
. Segmenting the market: The FCB Grid can be used to segment the market into
different groups based on their level of involvement and thinking. By identifying
the different segments, marketers can create targeted advertising messages that
appeal to each group and increase the effectiveness of their marketing
campaigns.
 . Designing marketing communication: The FCB Grid helps marketers design
marketing communication that appeals to the emotions or the rationality of the
target audience. Marketers can use different types of appeals such as rational
appeal or emotional appeal based on the type of product or service and the target
audience.
. Prioritizing marketing efforts: The FCB Grid helps marketers prioritize their
marketing efforts based on the level of involvement and thinking required for a
product or service. For high-involvement products, marketers need to invest more
resources in creating detailed product information and building brand
reputation. For low-involvement products, marketers should focus on creating
catchy and memorable messages that can influence impulse buying.

Elaboration Likelihood model (above)

selection of an endorser;

. Celebrity endorsers: These are well-known personalities such as actors,

musicians, athletes, or social media influencers who have a high level of
recognition and popularity. Celebrity endorsers can be effective in increasing
brand awareness and credibility, as well as generating buzz and media coverage.
. Expert endorsers: These are individuals who are recognized as experts or
authorities in their field, such as doctors, chefs, or scientists. Expert endorsers
can be effective in establishing the product or service's credibility and expertise.
. Consumer endorsers: These are ordinary consumers who have used the product
or service and are willing to share their positive experiences in advertising.
Consumer endorsers can be effective in building trust and credibility with the
target audience, as they are seen as unbiased and authentic.
. Employee endorsers: These are employees of the company who appear in
advertising to promote the product or service. Employee endorsers can be
effective in showing the company's commitment to its products or services, as
well as building a sense of community and pride among employees.

Factors involved in choosing the right endorser: (Pg 419-420)

→ Type of product endorsed: risky? costly? technicality?
→ Brand Awareness
→ Involvement level of consumer
→ Distraction
 creative strategy & style-
brand image,

→ When advertsiers don’t have any unique features to show (typically low
involvement products), they rely upon developing a brand personlaity to leave a mark
on teh consumers mind.
→ It guides how a particular message will be presenetd in an ad.
→ Brand Personality: refers to a set of huamn characteristucs asscoiated with a
brand. Provides an emotional identity for a brand and encourages consuemrs to
respond with feeling and emotions towards the brand. Reflelcts how people feel
about the brand rather than what they think the brand is or does.

Help Scout on Twitter: "Stanford professor Jennifer Aaker identified 5 common

dimensions in a brand's personality: https://t.co/qrfP4VUq1C
https://t.co/Sy21J5fsz1" / Twitter

Sincerity: Disneyland
Excitemnet: Mountain Dew
Competence: LIC
Sophistication: Swarovski
Ruggedness: Woodland

When is it necessary to have a brand personality:

 . Product is socially conspicious (automobiles, clothes etc): People buy such thinsg
as an extension of themselves so that brand needs to reflect that status.
. When availability is scarce: as in case of luxury goods
. When its a complex product (high tech): consumers low on info rely on image
rather than features of the product
. When target audience is highly self-conscious (increasing due to social-media
culture) so use products that hide their “flaws”

3 models to build brand personality:

. Self Expression model:

→ Consumers sees the brand as teh kind of person he/she wishes to be (eg: apparel)
→ For some custoemrs, some brands become vehicles to express a part of their
self=identity
→ this can be tehir actual identity or an ideal self which they aspire to be
→ Eg: Lalita ji campaign: “Surf ki kharidari mei hi smjdari hai”
→ Royal Enfield’s bullet presents a macho character.

. Relationship Basis Model:

→ liking to asscoiate with a perosnlity exhibited by the brand drives the purchase.
Consumer wants to establish friendship with the brand and the brand need not
represent their characteristics or their aspirational values.
→ Some people may never aspire to have a certain personality trait but would like to
have a relationship with one who has that.
→ A trustworthy dependable conservative personality might be seen as boring but
sought nevertheless from banks or financial products.
→ eg: Eureka Forbes is seen as brand for life.

. Functional Benefits relationship Model:

→ Brand personality is used as a way to state the benefits of the brand.
→ Eg: Marlboro’s personality of a macho, freedom-loving, adventurous person
suggests that the product is strong.
→ Harley Davidson’s personality of a rugged, macho, I-am-different-kind suggests
that the product is a powerful, liberating vehicle.
→ When a visual symbol/image exists that has the ability to depict a personality, it
has a greater impact.
Eg: Duracell’s rabbit never runs out of energy just as the battery. Symbolizes runs
longer than others.
→ A country or region of origin can add credibility to an identity.

How to create brand personality?

. Age: How long a brand has been in the market? New entrants tend to have
younger brand personalities
. Sponsorships: Types of events sponsored by the brand. Lakme sponsoring Indian
Fashion Week
. Symbol: a powerful influence since it can be controlled and can have strong
associations. Apple’s bitten apple, Nike’s aerodynamic swoosh
. User Imagery: Powerful driver as user is already a person and so conceptualizing
the personality is reduced.

execution,

1. Straight Sell
You tell your customer what the product is, what attributes are most appealing, and
provide the facts to back it up. This style of no-nonsense advertising is
straightforward, but may not be enough to make your product or service stand out.
2. Scientific or Technical Evidence
It’s unfortunate that many people automatically assume your product is exaggerated
or embellished in some way. To counteract this, you can use scientific studies to
support your claims or endorsement from a scientific body. This works well with
technical products or ones where the benefits aren’t immediately clear.
3. Demonstration
Demonstration is a technique that involves showing how the product works, how it
can be used, and its benefits, which helps to convince the audience of the product's
value and effectiveness.
4. Comparison
This is where you compare your product to your nearest competitor.
5. Testimonial
A testimonial is when someone talks about his or her positive experiences with your
product and how it affected their life. The more trustworthy the source, the more
effective the testimonial. As such, many celebrities are well-sought after for their
considerable influence.
6. Slice of Life
Slice of life execution technique involves creating a scenario or situation that shows
how the product or service can be used in real-life situations, which makes it more
relatable to the audience.
7. Personality Symbol
This involves creating a personality or mascot that’s intricately tied to your brand and
resonates with your viewers. Think Ronald McDonald, the Pillsbury Doughboy, the
Energizer Bunny, and so on.
8. Dramatization
Similar to the slice-of-life example, but more focused on excitement and action.
While dramatization is generally much more interesting to watch, there is a risk of
viewers being so drawn in to the action that they’re missing out on the product being
sold in the first place!

. Humor: Humor is a popular execution technique used in advertising to grab the

attention of the audience, make them laugh, and create a positive association
with the brand.

USP,

The USP is a unique benefit or feature that sets a product or service apart from its
competitors and provides a clear reason for the target audience to choose it over
other options.

A successful USP had three essential elements:

. It must be unique and specific to the product or service being advertised.
. It must provide a clear and compelling benefit to the target audience.
. It must be communicated in a way that is memorable and repeatable.

Eg: M&M candies melt in your mouth instead of your hand

common touch &

→ Ads should be relatable and appealing to the average person, rather than using
overly complex language or sophisticated ideas that would only appeal to a select
few.
→ Ads that had a common touch were able to capture the attention of the general
public and communicate the intended message in a simple, memorable way.
→ The most effective ads were those that spoke to people's emotions and desires,
rather than simply presenting facts or product features.

entertainment;
→ Advertising should not only inform and persuade, but also entertain and engage
the audience.
→ Advertising that was entertaining could capture the viewer's attention and create
an emotional connection with the brand. This emotional connection could help to
build brand loyalty and increase the likelihood of a purchase.

message design strategy;

Essentials in a Creative Brief:

→ Background
→ Positioning
→ Target Market: Who are they? Where do they look? Who do they listen to?
→ Competition
→ Key Fact
→ Problem
→ Objective
→ Tone
→ Key Consumer Benefits
→ Call to Action
→ Media Strategy
→ Mandatories

format & formulae for presentation of appeals (slice of life, testimonials, etc);
→ Rational and emotional appeal
→ types of execution strategy

different types of copy;

→ An ad-copy or advertisement copy is a creative piece of writing comprising of
some unique
elements, intended to feature in a particular medium.
→ An ad copy consists of headline, sub – heads, captions etc.
→ Characterstics of an Ad - Copy

• Brevity - a brief copy has more chances of attracting people at large.

• Clarity – an ad -copy should be self explanatory.
• Interesting
• Sincerity – avoid vague generalisation or vague opinions. Add one or two
illustrations.
• Personal
• Convincing – a copy must provide info to create a desire in the minds of the reader
and then a conviction to possess the product. Persuasion is important.

→ Types of Ad copy:
. Scientific copy – prepared for technical products such as computers,
machinaries. Generally describes the features, advantages, uses and content of
the product. This copy is written for an audience, who is presumed to be having
technical knowledge.

. Descriptive Copy – written in simple and straight forward language.

. Narrative copy – this takes the form of a fiction.
. Topical copy – copy establishes a connection between the product and the copy.
Eg: every student who passes in exam has a Finegrip pen with them.
. Personality copy – the statements are made by a personality.
. Colloquial copy – uses a generally spoken language to convey the message
. Reasoning copy – gives a reason to use the product.
. Questioning copy – put a question to the reader or the audience.
. Prestige copy – the position and prestige of the consumer is emphasised.

→ Headline: word or phrase printed in large letters above the advertising message.

Types of headlines

• The News Headline: If the product or service offers something newsworthy

– “announcing – the new bald cure” - Dhathri Hair Care
• The guarantee headline: These state a desirable benefit and guarantee results or
other benefits.
– “ pizza delivery within 30 minutes, if not delivered cost free guaranteed”

• The how headline:

– “ How to win friends and influence people”

• The benefit Headline:

– “ Colgate plax – cleans your breath in just 1 minute”

• The Question Headline

– “ Do you make these mistakes in English? Then join our spoken English class”

• The Reason Why Headline

– “3 reasons why you should buy Fair and lovely even for men”

• The Testimonial headline: Uses a consumer in the headline

– “ How I earned Rs. 10,000 in a week”

• The command headline:

– “ stop baldness before your head looks like a bowling ball”

• Direct
– “ Head and Shoulders shampoo gets rid of dandruff”

• Indirect headline: Using of creative headlines

– “Fresh Bait Works Best” can be an article on how to train new employees.
→ Subhead: consists of a few words as a short sentence and usually appears above
or below the headline
→ Spacing between overline, underline and headline should be less so that they
seem to belong together and the message is conveyed in its full meaning.
→ Stimulates a more complete reading of the entire ad
→ Reinforces the headline
→ Can be used to communicate more complex selling points
→ Also transmits key sales points fast
→ Carries less important info than the headline
→ Subheads are longer and more like sentences than the headlines
→ The longer the body copy, the more appropriate to use subheads
→ They bridge the headline to the copy

→ Bodycopy: textual component of an advertisement

→ tells a more complete story of the brand
→ answer questions imposed by the visuals or headline if any
→ Main function is to give info or create desire
→ Slogans
→ Proof in the ad: help to combat exaggeration becoming misrepresentation
→ Seals of approval
→ Guarantees
→ Trial offers
→ Warranties
→ Reputation
→ Testimonial
→ Demonstration: difficult in print ad

→ Structure of Print Ad:

→ Promise of benefit (Headline)
→ Spelling out the promise (subheads)
→ Amplification of the story (bodycopy)
→ Proof of claim
→ Action to be taken
 art & layout of an advertisement-
principles of design,

Ad Layout: Concerned with the arrangement of various elements of ad copy for ad

effectiveness.

Principles:

. Balance: Refers to the distribution of visual elements in an ad. A well-balanced ad

feels stable and harmonious, with visual elements evenly distributed throughout
the space.
. Contrast: Is the use of opposing elements in an ad layout, such as light and dark,
big and small, or bold and subtle. Contrast can help to create visual interest and
draw the reader's eye to important elements of the ad.
. Hierarchy: Refers to the arrangement of visual elements in an ad layout to create
a sense of order and importance. Important elements should be more prominent
and visually distinct than less important elements.
. Proximity: Refers to the grouping of visual elements in an ad layout. Elements
that are related should be grouped together to create a sense of unity and
cohesion.
. Repetition: Refers to the use of repeated visual elements in an ad layout.
Repetition can create a sense of consistency and reinforce the branding and
messaging of the ad.
. White space: Refers to the empty space in an ad layout. Effective use of white
space can help to create a sense of balance and emphasize important elements
of the ad.
. Alignment: Refers to the placement of visual elements in relation to one another.
Elements that are aligned create a sense of order and stability.
. Color: Color is an important element in ad design. Effective use of color can help
to create visual interest, convey emotions, and reinforce the branding and
messaging of the ad.
. Typography: Refers to the use of fonts and text in an ad layout. Effective use of
typography can help to create visual interest, emphasize important elements of
the ad, and reinforce the branding and messaging of the ad.

Functions of Ad layout:
 . Grabbing attention: A well-designed ad layout should grab the viewer's attention
and make them interested in reading the ad further.
. Creating a hierarchy: Ad layout creates a visual hierarchy of information that
guides the reader's eye from the most important information to the least
important information.
. Emphasizing key points: Ad layout is used to emphasize key points and important
information in an ad.
. Enhancing readability: Ad layout can enhance the readability of an ad by making
the text easy to read and the visuals easy to understand.
. Creating a cohesive brand image: Ad layout is used to create a cohesive brand
image by using consistent colors, fonts, and imagery throughout the ad.
. Differentiating from competitors: Ad layout is used to differentiate an ad from
competitors by using unique visuals and layouts.
. Providing a clear call-to-action: Ad layout can provide a clear call-to-action that
directs the reader to take a specific action, such as visiting a website or making a
purchase.

layout stages,

1. Thumbnail Sketches
They are miniature sketches that are used by the art directors to convey the basic
layout style and treatment without spelling out small details.
2. Rough Layout
Rough layouts or visuals, are prepared for almost all advertisements. They are the
same size as the finished advertisements except for outdoor posters.
3. Finished Layouts
The next stage is the preparation of the finished layout, which is worked more
carefully than the rough layout. They suggest in considerable detail the style of the
illustration and headlines and therefore serve as a guide to artist and typographer.
4. Comprehensive Layouts
A comprehensive layout is prepared for a client when they are unable to judge the
effect of the finished advertisements by looking at the finished layout. These layouts
come very close to resembling the finished advertisements.
5. Working Layouts
Working layouts are not really layouts, but rather a sort of “blueprint” for production,
indicating the exact position of the various elements and appropriate instructions for
the typographer and engraver. They are also known as “mechanicals”.
 difference in designing of television, audio & print advertisement

. Visual vs. audio medium: Television and print advertisements are visual mediums,
while audio advertisements rely solely on audio. This means that designers must
take into account the different ways that viewers or listeners will experience the
advertisement.
. Time limitations: Television and audio advertisements have time limitations,
meaning that designers must be able to effectively communicate the message
within a limited amount of time. Print advertisements do not have these
limitations.
. Format: Television and audio advertisements have a specific format, such as 30-
second spots, while print advertisements can vary in size and layout. Designers
must work within the constraints of the specific format.
. Use of sound: Audio advertisements rely on sound to convey the message, while
television advertisements use both sound and visuals. Print advertisements do
not include sound.
. Production costs: Television and audio advertisements typically require higher
production costs due to the need for filming, recording, and editing. Print
advertisements, on the other hand, have lower production costs.
. Target audience: The target audience for each type of advertisement may differ,
and designers must take this into account when creating the advertisement. For
example, a television ad may be geared towards a more visual audience, while an
audio ad may be targeted towards commuters who listen to the radio.

Unit 3
Media planning and scheduling:
Introduction to broadcast & non -broadcast media;
Broadcast media
Broadcast media refers to the mass communication channels that transmit
information to a large audience through electronic means, such as radio and
television.

Advantages:
 . Wide Reach: Broadcast media has the potential to reach millions of people
simultaneously, making it a powerful tool for spreading information to a large
audience.
. Timeliness: Broadcast media can deliver news and information in real-time,
providing the most up-to-date information to the public.
. Cost-effective: Compared to print media, broadcast media can be relatively
affordable, especially for smaller businesses that want to advertise their products
or services.
. Audience Engagement: Broadcast media can engage its audience through live
events, interactive programming, and other features that encourage
participation.

Disadvantages:
. Limited Targeting: Unlike other forms of media, broadcast media does not allow
for precise targeting of specific audiences, making it less effective for niche
marketing.
. Short-lived Content: Broadcast media content is often fleeting, with news stories
and commercials only lasting a few minutes, making it less effective for long-term
branding efforts.
. Lack of Flexibility: Once a broadcast is transmitted, it cannot be changed or
edited, meaning that mistakes or errors cannot be easily corrected.
. Overcrowded Market: With so many different channels and networks vying for
the audience's attention, broadcast media can become overcrowded and
oversaturated, making it difficult to stand out.

NON BROADCAST
Non-broadcast media refers to any media that is not transmitted over the airwaves,
such as print, outdoor, and online media.
Examples: You Tube, BBC IPLAYER, CD etc.

Advantages:
. Targeted Audience: Non-broadcast media allows for precise targeting of specific
audiences, making it more effective for niche marketing.
. Longevity: Non-broadcast media content can last longer than broadcast media
content, such as print ads that can be kept for an extended period of time.
. Flexibility: Non-broadcast media allows for changes and edits to be made to
content, making it easier to correct mistakes or update information.
 . Variety: Non-broadcast media provides a wide variety of options for advertisers,
including print ads, billboards, direct mail, and online advertising.
Disadvantages:
. Limited Reach: Non-broadcast media often has a smaller reach than broadcast
media, which can limit the number of people who are exposed to the message.
. Lack of Timeliness: Non-broadcast media may not be as timely as broadcast
media, as it may take longer to produce and distribute content.
. Higher Cost: Non-broadcast media can be more expensive than broadcast media,
particularly for certain forms of advertising such as outdoor or print media.
. Limited Engagement: Non-broadcast media may not engage the audience as
effectively as broadcast media, as it is often a passive experience for the
consumer.

Budgeting decision rule-

Advertising budget refers to the amount of money allocated towards advertising of a
brand or
product
percentage of sales method,
It is a commonly used method by small and medium sized companies.
Budget allocated depends upon the total sales figure that is high sales=high
budget, low sales = low
Advertising spending at a fixed percentage of either past/anticipated sales.
This approach can be followed by the organizations operating in markets with
stable and predictable sales pattern.
It is simple in application
Sales is not directly related to advertising, it get affected by different variables
too.
When does it need to be modified?
When the brand has become an established one: less adv can be used just
to continue the sales because it’s already an established one.
When brand is making a new move or repositioning: more is required. % of
sales doesn’t justify that.
When a new brand is being introduced: heavy investment in adv required.
Disadvantages:
Considers only sales figures
Doesn’t think of the premise that adv can affect sales too rather than sales
affecting adv
objective to task method,
 In this method the selling objectives and budget decision are linked and
considered simultaneously
Defining the advertising communication objectives to be accomplished
Deciding specific strategies and tasks necessary to achieve them
The total of costs of each task is taken as the base to determine the
advertising budget.
It dos not rely on past sales or future sale forecasts
It considers all factors under advertiser’s control
It is difficult to implement
It requires managerial involvement and high skills
It is difficult to estimate all costs
competitive parity,
Budget is based on the competitors expenditure.
Information on competitor budget is available in trade journals and business
magazines.
It leads to competitive stability
It minimizes chances of promotional wars.
It ignores the contribution of media and creative executions
Information is gathered when money is spent
all you can afford;
According to this approach all available profit is used in advertising spending.

Key factors influencing media planning;

Media Planning refers to an analytical method for making media decisions, and
describe the process of taking the message across to the target audience at the
right time and place, and using the right media vehicle.

THE PLANNING SHOULD CONCENTRATE ON :

1. Whom : identifying target audience( potential customers)
2. When : when ad is to be issued ( deciding month, day, time of ad)
3. Which : which media is to be picked ( identify the suitable media mix)
4. What : what type of message should be communicated
5. Where : where the potential customers located

FACTORS AFFECTING MEDIA PLANNING

1. NATURE OF PRODUCT
Industrial/technical products can better to advertised in trade journals/magazines.
Consumer products can be better advertised through mass media like news paper,
tv, radio etc

2. NATURE OF CONSUMERS
An appropriate media plan must consider the type or number of customers.
Consumers differ in their age , sex , education , income , personality etc. different
medias choose for different customers example, in the case of youth chose social
medias for ad. In the case if illiterate,
radio and tv are better.

3. ADVERTISING OBJECTIVES
If the objective of advertising are to get immediate result then fast media of
communication like newspapers, banners, will be considered. If the objective of
advertising is to build goodwill and brand-equity, then magazines , tv , neon
signboards will be considered.

4. SIZE Of AD BUDGET
If amount of ad budget is more, then costly media can be selected Like tv.

5. MEDIA USED BY COMPETITORS

Consider the media used by the competitors and leaders of that industry.

6. MEDIA AVAILABILITY
Media availability must be considered for media planning. Sometimes some medias
are not available eg : television , first page of newspaper etc.

7. MEDIA FREQUENCY
It refers to average number of times , the audience is exposed to media – vehicle in a
specified period of time.

8. MEDIA DISCOUNT
Some time some medias offer attractive discount schemes. The advertisers consider
these discount schemes while selecting media.

9. LANGUAGE
The advertiser select that media which communicates in the language well known to
our target customers.

PROCESS OF MEDIA PLANNING

. Define campaign objectives: Begin by clearly defining the objectives of the

advertising campaign. This could be to increase brand awareness, drive sales,
promote a new product, or target a specific market segment.

Example: An outdoor adventure gear company wants to increase brand awareness

among outdoor enthusiasts and drive sales for their new line of hiking boots.

. Market analysis:

Identify and understand the target audience for the campaign. This includes
demographic information, interests, behaviors, and media consumption habits.
Gather market research data to understand market trends, consumer behavior, and
media consumption patterns. This helps in identifying the media channels that will
effectively reach the target audience.

Internal factors—size of AD, image of the organization, budget and potential market.
External factors – competitors , media cost and coverage, media image.

Example: The target audience for the outdoor adventure gear company is males and
females aged 25-45, who are outdoor enthusiasts, enjoy hiking, and have an active
lifestyle. Market research reveals that the target audience for the hiking boots
campaign consumes a mix of online content, outdoor magazines, and social media
platforms.

. Setting media objectives:

Five media objectives are reach, frequency, continuity, cost and weight.

. Reach: Reach refers to the total number of people who are exposed to an
advertising message over a given period of time. The objective of reach is to
maximize the number of people who are exposed to the message, with the goal of
increasing brand awareness and generating interest in the product or service.
. Frequency: Frequency refers to the number of times the target audience is
exposed to the advertising message over a given period of time. The objective of
frequency is to reinforce the message and increase the likelihood that the target
audience will remember the brand or product.
. Continuity: Continuity refers to the duration and scheduling of an advertising
campaign. The objective of continuity is to maintain a consistent presence in the
market, with the goal of keeping the brand top-of-mind among the target
audience.
. Cost: Cost refers to the budget allocated for the advertising campaign. The
objective of cost is to ensure that the campaign is cost-effective and that the
budget is being used in a way that maximizes the return on investment.
. Weight: Weight refers to the total amount of advertising in a given period of time.
The objective of weight is to achieve a certain level of exposure among the target
audience, with the goal of generating interest in the product or service.

Example: Media objectives include reaching 70% of the target audience at least
three times during the campaign period, allocating 50% of the budget to online
advertising, 30% to outdoor magazine placements, and 20% to social media
promotions.

3)Media strategy development:

Mainly 4 decisions to be taken care of: media class, vehicle, option and scheduling.
(Duration of campaign, when to be campaigned? where to be campaigned? )

Criteria for media strategy development include:

Media coverage
Geographical coverage
Target market coverage
Scheduling
Reach and frequency
Creative aspect
Budget consideration
Example: The media strategy includes a combination of online display ads on
outdoor-focused websites, print ads in popular hiking and adventure magazines, and
targeted social media ads on platforms like Instagram and Facebook. The campaign
will run for three months, starting in the spring when hiking season begins.

4. Implementation of media plan:

It is the process that is directly influenced by the actions from previously determined
objectives.

Example: The media planner negotiates with online publishers, magazine

publishers, and social media platforms to secure ad placements and negotiate
competitive rates within the allocated budget.

. Evaluation and follow up:

The final phase in the media plan is to evaluate the effectiveness of the plan and
determine what correction is required. It assess whether each individual marketing
and media objective was met.

Example: The media planner analyzes the campaign's performance, comparing the
reach and frequency achieved, engagement levels, and sales figures against the set
objectives. The report concludes that the campaign successfully increased brand
awareness and contributed to a 20% increase in hiking boot sales.

Media decisions-
media class,
. MEDIA CLASS
This is the class of medium under each type of media such as newspapers and
magazines (print), television , radio and cinema (audio-visual), banners, posters (
outdoors) etc.
MEDIA CLASS
Audio
Television
Print
Digital publication
Outdoor
Social medias
media vehicle &
 Media vehicle refers to a specific method ( like digital , radio, newspaper etc)of
media used by a business to deliver advertising messages to its target audience.
The first step is ti pick a suitable media class , that is a general category of media
like radio, tv, newspapers etc. this is followed by selection of the right media
vechile , such as a specific radio station , television channel, print publication. The
aim is to reach the target consumer group and receive a
good response to the advertising messages from the group

MEDIA VEHICLE TYPES

1. BROADCAST VEHICLE
This include television and radio stations.
Television vehicles includes star india , network 18, zee network UTV and so on.

2. PRINT VEHICLE
Newspapers and magazines
Newspapers vehicles include national newspapers and community newspapers.

3. DIGITAL VEHICLES AND OTHERS

Directories, buses , billboards and benches.

media option;
This is detailed description of an ad other than copy and artwork such as size (
full –page or half page), colour backgrounds etc. example , length of ad –slot of
10, 30, 60 seconds., ad location.
Scheduling-

Scheduling directly refers to the patterns of time in which the advertisement is

going
to run. It helps fixing up the time slots according to the advertiser so that the
message to be delivered will reach target audience in a proper way with proper
timings.
Models of Scheduling:

flighting,
 This mode is all so called “BURSTING”. This absolute season based products
model.
The ad here run at very irregular intervals. Advertisement are for very shorter
periods and sometimes no ads at all.
ADVANTAGES
Less waste of funds as the ads run only at the peak time when the product
demand is on high.
Eg: snowploughing company
pulsing,
Pulsing combines flighting and continuous scheduling by using a low advertising
level all year round and heavy advertising during peak selling periods . Product
categories that are sold year round but experience a surge in sales at intermittent
periods are good candidates for pulsing.
Eg: clothing, car insurance
continuous
The run ads whole year round. The advertisements under this type run at regular
and fixed intervals. The main advantage here is reminding about the products to
the customers continuously. This model helps maintain a continuous and
complete purchase cycle. This is a best model for the products having continuous
demand all the year round.

Eg: supermarkets ad: Reliance Fresh.

Factors Affecting Media Scheduling

. Nature of Product: The nature of the product can influence media scheduling.
For example, products that are seasonal or have a limited shelf-life may require a
more concentrated media schedule, while products with a longer lifespan may
require a more continuous media schedule.
. Nature of Target Audience: The nature of the target audience can also affect
media scheduling. For instance, if the target audience is primarily online, then
digital media such as social media and search engine marketing may be the most
effective. However, if the target audience is primarily older adults, then traditional
media such as TV and radio may be more effective.
. Stage of PLC: The stage of the product life cycle can also influence media
scheduling. In the introduction stage, more advertising may be required to build
awareness and interest in the product, while in the maturity stage, a more
consistent schedule may be required to maintain brand awareness.
 . Competitor Scheduling: Competitor scheduling can also affect media scheduling.
For example, if a competitor is running an advertising campaign at the same
time, it may be necessary to increase the advertising schedule to ensure that the
target audience is not lost to the competition.
. Advertising Budget: The advertising budget is a key factor in media scheduling.
A larger budget may allow for a more extensive and continuous media schedule,
while a smaller budget may require a more concentrated and targeted media
schedule.
. Ratings of Different TV Programs: The ratings of different TV programs can also
affect media scheduling. Advertisers may choose to schedule their ads during
popular programs to reach a larger audience, while lower-rated programs may be
more cost-effective but reach a smaller audience.
. Government Policy: Government policy can also influence media scheduling. For
example, restrictions on certain types of advertising or time slots may impact
when and where ads can be scheduled. Advertisers must adhere to these policies
to avoid legal and financial repercussions.

Unit 4
Management of sales promotion:
Importance & need for sales promotion;

Sales Promotion
“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.”

Features of Sales Promotion

1. Communication: Sales promotion usually provides information that may lead the
customer to the product.
2. Incentive: It incorporates some concession, inducement, or contribution that gives
value to the consumer.
3. Invitation: It includes a distinct invitation to engage in the transaction
immediately.
Objectives of Sales Promotion
1. Building product awareness
In the situations of new product introduction, sales promotion techniques are used
to create awareness among the consumers about the product.
2. Immediate increase in sales
Advertising, personal selling and other methods of promotion produce slower sales
response compared to sales promotion.This creates an immediate positive impact on
sales.
3. Competitive advantage
Due to increase in competition, companies are finding it increasingly difficult to
compete on quality. They are therefore resorting to more innovative methods of sales
promotion in order to have an advantage over its competitors.
4. Strengthen the brand image
Sales promotion techniques are used by organisations to create a distinct image for
their brands in the target market. Thus, sales promotion strengthens the brand
image.
5. Attracts customers
Sales promotions are very effective in creating interest in a product. Appealing sales
promotions increase attraction of the consumers to the products.
6. Motivation of the existing customers
The most important use of sales promotion is to build demand by convincing
customers to make a purchase.
7. Reinforcing the brand
Once customers have made a purchase, sales promotion can be used to both
encourage additional purchasing and also as a reward for purchase loyalty. Sales
promotion is used to reinforce the brand in the market.

planning for consumer schemes & contests;

Planning Sales Promotion Program

. Set objectives:

Clearly define the objectives of the sales promotion program. This could be to boost
sales during a specific period, increase customer loyalty, introduce a new product, or
target a particular market segment.
Example: A cosmetics company wants to increase sales of its new line of skincare
products by 20% within the next three months.

. Identify the target audience:

Identify the specific target audience for the sales promotion program. This includes
understanding their demographics, preferences, buying habits, and motivations.

Example: The target audience for the skincare products includes females aged 25-
45 who are interested in skincare, beauty enthusiasts, and health-conscious
consumers.

. Select the promotional tools:

Choose the promotional tools and tactics that align with the objectives and target
audience. This can include discounts, coupons, contests, loyalty programs, samples,
in-store displays, online promotions, or partnerships.

Example: The sales promotion program may include offering a 20% discount on the
skincare products for a limited period, providing free samples with every purchase,
and running an online contest to win a skincare gift set.

. Determine the promotional budget:

Allocate a budget for the sales promotion program, considering the costs associated
with promotional materials, advertising, incentives, staff training, and any additional
expenses.

Example: The cosmetics company allocates a budget of $50,000 for the sales
promotion program, which includes advertising costs, printing of promotional
materials, and prizes for the online contest.

. Develop a promotional timeline:

Create a timeline for the sales promotion program, specifying the start and end
dates for each promotional activity. This helps in coordinating different tactics and
ensuring they are executed in a timely manner.
Example: The skincare products' sales promotion program will run for three months,
starting from June 1st and ending on August 31st. The discount offer will be
available for the first month, while the online contest will run throughout the entire
period.

. Implement the sales promotion program:

Execute the planned promotional activities as per the timeline. This involves
coordinating with various departments or external partners, training staff, creating
promotional materials, and launching the campaign.

Example: The cosmetics company implements the sales promotion program by

creating eye-catching in-store displays, distributing promotional flyers, launching
online advertisements, and training sales staff to promote the skincare products
effectively.

. Evaluation and Follow Up: Evaluate the success of the sales promotion program
and corrective action to be taken in future.

Example: The company tracks sales data, monitors website traffic and conversions,
and analyzes customer feedback. They find that the sales promotion program has
resulted in a 25% increase in sales, a high redemption rate for the discount offer, and
a significant increase in website traffic during the contest period.
 different types of consumer schemes.

1) Couponing
It is a scheme of distributing discount coupons to the customers. Coupons are paper
offers that are available in magazines and newspapers, may be downloaded from the
internet or are available at the point-of-purchase and entitle the recipient to a
reduction in price for a product or service.

Objectives:
→ To attract new consumers
→ Encourage repeat purchase
→ Clear out old inventory
→ Compete with competitors

2) Sampling
It refers to offering free product samples to consumers for trial . Sampling provides
the consumer with the opportunity to use the product by giving a free small portion
of the product for the consumer to test.

Objectives:
→ To increase the product trial and brand awareness
→ To generate interest
→ Influence purchase decisions: earlier apprehensive but aren’t now
→ Gain customer feedback and insights
→ Competitor differentiation
→ Brand loyalty
→ Personal connection create

3) Rebates
Certain part of the purchase amount is returned to the buyer by the seller. It is
usually given on the purchase of a certain quantity or value, product and for a limited
period of time.

Objectives:

→ Increase purchase size or frequency

→ Attract price sensitive consumers
→ Competitor differentiation
→ Clear excess inventory

4) Gifts/Premium
In this scheme, customers are entitled to get gifts while purchasing a brand.
A premium is a product or offer a consumer receives when they buy another
product. Wanting your favorite cereal because there was a toy in the box? Toy is the
premium.

Objectives:
→ Build customer loyalty
→ Enable repeat purchases
→ Strengthen brand image
→ Attract new customers
→ Introduce new products
→ Competitor differentiation

5) Price cuts/Price-off offers

It refers to a reduction in the regular price of a brand for a short span of time.

Objectives:
→ Attract price sensitive customers
→ Clear excess inventory
→ Increase market share
→ Create a sense of urgency

6) Quantity-off offers
It refers to offering more quantity of a product at the regular price.

Objectives:
→ Clear excess inventory
→ Enable repeat purchases
→ Upsell or cross-sell related products: businesses can offer a discount on a second
item when a customer purchases a specific product, thereby encouraging
customers to explore complementary products or upgrade to a higher-priced option.

7) Consumer contests
In the case of contests, consumers are invited to participate in competition and the
winners are given special gifts.

Objectives:
→ Increase brand awareness
→ Engage customers
→ Drive website traffic

. Sweepstakes: Lucky draws basically. Winners are selected randomly. are games
of chance people enter for the opportunity to win money or prizes. Sweepstakes
are often structured as some variation on a random drawing.

Objectives:
→ Engage customers
→ Increase brand awareness

. Subsidized Financing: Consumers can purchase products on monthly

installment basis. Usually for durable products: TV, Fridge etc.

Objectives:
→ TO enable repeat purchases
→ To build customer loyalty

Unit 5
Brand Management:
Concept of a brand;

Brand

The term brand refers to a business and marketing concept that helps people
identify a particular company, product, or individual. Brands are intangible, which
means you can't actually touch or see them. As such, they help shape people's
perceptions of companies, their products, or individuals. Brands commonly use
identifying markers to help create brand identities within the marketplace. They
provide enormous value to the company or individual, giving them a competitive
edge over others in the same industry. As such, many entities seek legal protection
for their brands by obtaining trademarks.
What Is Brand Management?

Brand management is a function of marketing that uses techniques to increase the

perceived value of a product line or brand over time. Effective brand management
enables the price of products to go up and builds loyal customers through positive
brand associations and images or a strong awareness of the brand.

Brand Vs Product

. Definition:
Product: A product refers to a tangible item or an intangible service that is
offered to fulfill a particular need or want of consumers.
Brand: A brand encompasses the overall identity, perception, reputation, and
emotional associations that consumers have with a company, its products, or
services.
. Focus:
Product: The focus of a product is primarily on its features, functions, quality,
and value proposition. It emphasizes what the product does and how it
satisfies the customers' needs.
Brand: The focus of a brand is on building a distinct and recognizable identity
that sets it apart from competitors. It aims to create a strong and positive
perception in consumers' minds, establishing an emotional connection and
loyalty.
. Scope:
Product: Products are specific and concrete entities that can be physical items
like smartphones, clothing, or cars, or intangible offerings such as software or
financial services.
Brand: A brand is a broader concept that encompasses the entire
organization, its products, services, culture, values, and customer experience.
It represents the overall image and reputation of the company.
. Longevity:
Product: Products have a lifecycle and can change, evolve, or become obsolete
over time. They can be replaced or upgraded as technology advances or
market demands shift.
Brand: Brands have the potential for long-term sustainability and can outlive
individual products.
 . Perception and Trust:
Product: Consumers evaluate products based on their features, performance,
and value for money. They may have specific expectations and make purchase
decisions primarily on product attributes.
Brand: Brands evoke emotions and create trust. A well-established brand is
associated with quality, reliability, and consistency, which can influence
consumer choices and instill confidence in their purchase decisions.
. Competitive Advantage:
Product: Differentiation among products is often based on specific features,
functionality, performance, or price. Products can compete directly with
similar offerings from other companies.
Brand: A strong brand can provide a competitive advantage by establishing a
unique identity, building customer loyalty, and commanding premium pricing.
It creates a distinctive position in the market that is difficult for competitors to
replicate.

Roles that Brand Play

Types of Brands

. Product Brands: These brands are associated with specific products or product
lines. Examples include Nike for athletic footwear, Apple for electronic devices,
and Coca-Cola for soft drinks.
. Service Brands: Service brands represent intangible services rather than
tangible products. Examples include FedEx for courier services, Hilton for hotel
accommodations, and Amazon for online retail services.
. Corporate Brands: Corporate brands represent the overall identity and
reputation of a company or organization. These brands encompass all the
products, services, and activities of the company. Examples include Google, IBM,
and Coca-Cola Company.
. Personal Brands: Personal brands are associated with individuals, typically public
figures, experts, or influencers. These brands are built around the person's
expertise, reputation, and personal identity. Examples include Oprah Winfrey,
Elon Musk, and Cristiano Ronaldo.
. Umbrella Brands: Umbrella brands are overarching brands that cover a range of
related products or services. These brands create a common identity and
association across multiple offerings. Examples include Virgin Group, which
spans various industries such as airlines, music, and telecommunications, and
Procter & Gamble (P&G), which owns multiple consumer goods brands.
. Private Labels: Private labels, also known as store brands or own brands, are
developed and owned by retailers or distributors. These brands are exclusive to a
particular retailer and compete with national or global brands. Examples include
Kirkland Signature (Costco) and Great Value (Walmart).
. Co-Brands: Co-brands are created through a partnership or collaboration
between two or more brands. This type of brand combines the strengths and
attributes of each participating brand. Examples include Nike and Jordan Brand,
Apple and Nike+ (for fitness tracking), and Nestle and KitKat.
. Online Brands: Online brands specifically operate in the digital space and have a
strong online presence. They may include e-commerce platforms, online services,
or digital-native companies. Examples include Amazon, Netflix, and Airbnb.

brand evolution; (can leave)

branding challenges and opportunities;
Brand Building Challenges:

. Considering branding as an asset

In today's competitive marketing space, the pressure on branding to deliver short-
term financial gains tempt most of the organisational decision makers to focus more
on such measurable tactics.
However, often this means by neglecting the objectives of building assets like a
brand.

. Bringing up breakthrough brand concepts

With tight competition, brand building is never easy. The need for excellent ideas
and perfect execution is on a peak to bring a brand vision to life.
What you think is good, is not good enough to reap the best results.
This points to the need to source more original ideas from various sources and
ensure you are the first to market advantage.

. Financial challenges
Another of the top branding challenges businesses face regarding branding is the
funding it needs to be successful.
A sensible budget should be allocated to branding, along with marketing, which is a
significant consideration to make.

. Creating a digital branding strategy

Brand building online is a more dynamic and complex arena when compared to
conventional brand-building channels.
This needs to be approached with a fresh mindset, new initiatives and capabilities
are required to succeed with an online brand strategy.

. Savvy customers
. Increasing job turnover
. Maturing markets

Brand Building Opportunities

1. Define your persona

To create a better value proposition, it becomes essential for the sellers to replicate
your buyer persona perfectly.
Some do it by creating the semi-fictional characters with the typical characteristics
of the target group they are trying to reach. Others do the same with representative
buzzwords that define them.
You need to understand the needs, behaviour, and goals of your target group to
convey your core brand values.
Understanding these will help you to assess what motivates them, where they spend
time online etc. to present a compelling and useful brand to the right people at the
right time.

. Having a strong internet presence, especially social media

You need to define where and what they need to communicate with the potential
buyers. Once you identify where different categories of your potential consumers
spend time, you have to design campaigns to try and reach out to people where they
are present. Profiling the users on the major social media platforms like Facebook,
Twitter, Instagram, Pinterest, and LinkedIn.
Once if you build a social media branding strategy, it is essential to be persistent and
consistent regarding branding efforts to keep on top of the competition.

However, it is not all about always rushing to be seen by customers every minute of
the day.
Remember – overdoing it will only adversely affect your branding challenges online.

. Blogging for branding

You maintain a blog not only to promote your products (even though you can do it
minimally through indirect marketing strategies) but to share information which the
target group consumers value.
This approach will create situations over time, where the users search for you
individually based on the unique brand elements you have formed and stayed loyal.

. Customer service as a priority

Making customer service a key focus of brand building and succeeding in it can
unquestionably save money regarding advertising and marketing.
Branding is more of a general word-of-mouth recognition among the potential
consumers, which will not fade quickly.
 brand elements;

→ Different components that identifies and differentiates a brand

. Brand Name: The brand name is the primary verbal or linguistic identifier of a
brand. It can be a unique word or a combination of words that represent the
brand. Examples include Coca-Cola, Apple, and Nike.
. Logo: The logo is a visual representation or symbol that represents the brand. It
often incorporates typography, imagery, and colors that are distinct to the brand.
Logos provide instant recognition and serve as a visual cue for consumers. Well-
known logos include the Nike swoosh, the Apple bitten apple, and the
McDonald's golden arches.
. Tagline/Slogan: A tagline or slogan is a short and memorable phrase that
captures the essence or key message of a brand. It helps convey the brand's
positioning, benefits, or values. Examples include Nike's "Just Do It," McDonald's
"I'm Lovin' It," and BMW's "The Ultimate Driving Machine."
. Brand Colors: Brands often have specific colors associated with them, which can
evoke emotions and create brand recognition. For example, the red and white
color scheme of Coca-Cola or the blue and yellow of IKEA.
. Jingle/Music: Some brands have distinctive audio elements, such as jingles or
soundtracks, that help reinforce brand recognition. These audio cues can create
a strong association with the brand and trigger instant recall. Examples include
the Intel jingle and the McDonald's "I'm Lovin' It" song.
. Packaging: The packaging reflects the brand's visual identity and can
differentiate it from competitors on store shelves. Packaging elements may
include logo placement, color schemes, and typography consistent with the
brand.
. Brand Characters/Mascots: Brands sometimes use fictional characters or
mascots to personify and represent their brand. These characters can help
establish a memorable and relatable connection with consumers. Examples
include the GEICO gecko, Tony the Tiger for Kellogg's Frosted Flakes, and Ronald
McDonald.
. Brand Voice/Tone: The brand voice refers to the style, tone, and language used
in brand communications. It represents the personality and character of the
brand, shaping how it interacts with consumers. The brand voice can be formal,
 casual, humorous, authoritative, or any other tone that aligns with the brand's
positioning.

brand resonance pyramid; (also known as Keller's Brand Equity Model)

In order to build a strong brand, you must shape how customers think and feel about
your product.

The four steps of the pyramid represent four fundamental questions that your
customers will ask – often subconsciously – about your brand.
These four steps also contain six building blocks that must be in place for you to
reach the top of the pyramid, and to develop a successful brand.

Step 1: Brand Identity – Who Are You?

First, you need to make sure that your brand stands out, and that customers
recognize it and are aware of it.

Ask yourself:
What decision-making processes do your customers go through when they
choose your product?
How are they classifying your product or brand?
How well does your brand stand out from other, similar ones?

You are able to sell your product because it satisfies a particular set of your
customers' needs; this is your unique selling proposition, or USP. Do they fully
understand these USPs when they're making their buying decisions?
Step 2: Brand Meaning – What Are You?

Identify and communicate what your brand means to your customers, and what it
stands for. Do this by considering your brand in terms of "performance" and
"imagery":
Performance defines how well your product meets your customers' needs.
According to Keller's model, performance consists of five categories: primary
characteristics and features; product reliability, durability, and serviceability;
service effectiveness, efficiency, and empathy; style and design; and price.
Imagery refers to how well your brand meets your customers' needs on a social
and psychological level. Your brand can meet these needs directly, from a
customer's own experiences with a product; or indirectly, with targeted
marketing, or by word of mouth.

Take both performance and imagery into account, and create a "brand personality."
Again, identify any gaps between where you are now and where you want to be, and
look at how you can bridge these.

Step 3: Brand Response – What Do I Think, or Feel, About

You?
Your customers' responses to your brand will typically fall into two categories:
"judgments" and "feelings."
The judgments they make tend to center around the following four categories.
Quality – customers judge a product or brand based on its actual and perceived
quality. Think about what you can do to improve these two types of quality when
it comes to your product or brand.
Credibility – customers judge credibility using three dimensions: expertise
(which includes innovation), trustworthiness, and likability. Ask yourself, how you
can improve your credibility in these three areas. For example, could you use
research to support your key messages and promote this research on your brand
packaging or in a marketing campaign?
Consideration – customers judge how relevant your product is to their unique
needs. Use the consumer research you carried out in step one to help you to
identify your customers' specific needs. Then, clarify how you are addressing
these needs and what your are doing to communicate how you support them.
 Superiority – customers assess how superior your brand by comparing you with
competitor brands. Ask yourself, honestly, how well does your brand measure up
to your competitors? Is there anything extra or special that your competitors offer
that you don't, or vice versa? What more could you do?

Customers also respond to your brand according to how it makes them feel.
According to the model, there are six positive "brand feelings" customers can get
from a product or service they use: warmth, fun, excitement, security, social
approval, and self-respect.
Which, if any, of these does your current marketing strategy focus on? What can you
do to enhance these feelings in your customers?

Step 4: Brand Resonance – How Much of a Connection

Would I Like to Have With You?

Brand "resonance" sits at the top of the brand equity pyramid because it's the most
difficult – and the most desirable – level to reach. You have achieved brand
resonance when your customers feel a deep, psychological bond with your brand.
Keller breaks resonance down into four categories:
Behavioral loyalty – this includes regular, repeat purchases.
Attitudinal attachment – your customers love your brand or your product, and
they see it as a special purchase.
Sense of community – your customers feel a sense of community with people
associated with the brand, including other consumers and company
representatives.
Active engagement – Customers are actively engaged with your brand, even
when they are not purchasing it or consuming it. This could include joining a club
related to the brand; participating in online chats, marketing rallies, or events;
following your brand on social media; or taking part in other brand-related
activities.

Your goal, in the last stage of the pyramid, is to strengthen your brand resonance in
each of the four categories listed above.

introduction to strategic brand management process;

Strategic Brand Management process is a process of managing and building a
better brand image.

Process

1. Identify And Establish Brand Positioning and Values

→ Brand should be capable of distinguishing the company among its competitors
and should affect target customers’ minds.
→ Identification and planning of brand use three models:
→ Brand positioning model that tells how to maximize competitive advantages
from integrated marketing,
→ Brand resonance model that tells how to develop loyalty relationship with
customers
 → Brand value chain which traces the brand’s value creation process.

2. Plan And Implement Brand Marketing Programs

→ Formulate plans and strategies and implement them to position the brand as per
the planning.
→ Comprises of 3 steps.
→ Firstly it involves choosing elements of a brand like its name, symbol, logo,
tagline, and packaging. These elements are noticed by customers before buying
products.
→ Secondly, it integrates the brand in marketing activities and support marketing
programs.
→ At last, it involves leveraging secondary associations like countries, characters,
distribution channels, cultural or sporting events, etc. Brand is linked to all these
factors.

3. Measure And Interpret Brand Performance

→ Measure brand profitability by developing and implementing the brand equity
measurement system.
→ Implementation of brand equity management system involves following steps:
→ Doing brand audits which examine the current position of the brand with
respect to competitors in the market,
→ Designing brand tracking which directly collects information of brand from
customers
→ Establishing brand equity measurement system which helps in developing a
better understanding of brand equity concept inside the company.

4. Growing And Sustaining Brand Equity

→ Aims at maintaining and expanding the established brand equity.
→ This step involves:
→ Defining brand architecture which tells guidelines regarding brand strategy
and comprises of brand portfolio and brand hierarchy,
→ Managing brand equity over time by taking marketing decisions which will
benefit brand equity in the long run.
→ It also involves reinforcement and revitalization of the brand.

brand positioning strategies;

Brand Positioning can be defined as the positioning strategy of the brand with the
goal to create a unique impression in the minds of the customers and at the
marketplace.
Brand Positioning has to be desirable, specific, clear, and distinctive in nature from
the rest of the competitors in the market.

1. Product characteristics or consumer benefits

In using this strategy for positioning, the focus is on quality. It addresses the brand's
durability, dependability or reliability and style.

Eg: An example of positioning based on characteristics is when toothpaste

companies refer to the product as "refreshing" or "cavity-fighting.

2. Pricing and Quality

This positioning strategy focuses on the relationship between price and quality and
the consumer's perception of the value of a product. In comparing jacket prices, a
buyer might assume that a jacket higher in price is higher in quality. Conversely, a
lower-priced product will position for affordability. Designer jeans boast quality
because of cost, while department store jeans are accessible to all.

3. Use or application

When a brand reaches a larger market or changes the purpose of the brand or
product, positioning may be based on its use or function. For example, a company
that advertises its hot tea during colder seasons begins to promote an iced version
during the summer to alter its brand's use to reach a larger market through
modifying applications. Tape or adhesives often used for home repairs can reposition
the brand for decorative or craft projects. Widening the reach accesses a different
type of customer.

4. Product user
This is when a brand is associated with a specific user. Endorsements by famous
personalities or product influencers are examples. The athleticism exhibited by
basketball players who wear specific sneaker brands is expected to be associated
with the brand in consumers' minds. In purchasing that brand, the expectation is
that all who wear it will be as athletic.
5. Product class
This consists of positioning two related products in the same product class
simultaneously, resulting in an increased customer base. By positioning dried milk as
both a breakfast substitute and a protein shake, the appeal is doubled to two
different customer needs.

6. Cultural symbols
The objective of positioning based on a cultural symbol is to identify something like a
symbol significant to people that hasn't been used by competitors and harness it to
associate your brand with that symbol. Airlines have done this with cultural symbols
to associate with royal treatment.

7. Competitors (relation to)

Using competitors as a frame of reference to differentiate a brand is another type of
positioning. Positioning your brand against competitors is an obvious challenge on
quality and asserts that your brand is superior with a competitive edge. For example,
one chicken-based fast food restaurant boasts a bovine mascot who encourages
customers to eat chicken, aware that most other fast-food chains market beef
burgers.
Positioning in relation to or against competitors inferentially acknowledges
similarities but focuses on the differences, thus spotlighting your brand over the
others.

brand extension;

Brand extension refers to a marketing strategy in which a well-established brand

leverages its existing brand equity and reputation to launch new products or enter
new market segments.

Types:
. Line Extension:
Introduction of new variants or flavors within an existing product category.
Example: Coca-Cola launching Diet Coke, Coke Zero, and Cherry Coke alongside
its original Coca-Cola brand.
. Category Extension:
Expansion into a new product category that is related or complementary to the
existing brand.
Example: Apple extending its brand from computers to mobile devices with the
launch of the iPhone.
. Brand Family Extension:
Introduction of a range of products or sub-brands under the same brand
umbrella, spanning multiple categories.
Example: Nestlé's KitKat brand extending to various flavors, sizes, and variants
like KitKat Chunky, KitKat Minis, and KitKat Ice Cream.
. Vertical Extension:
Expansion into a different level of the value chain or adding products or services
at different stages of production or distribution.
Example: Nike moving beyond footwear and apparel to offer sports equipment,
such as basketballs, soccer balls, and golf clubs.
. Horizontal Extension:
Introduction of new products or services that are unrelated to the original brand
but appeal to the same target market.
Example: Virgin Group, originally known for its music business, extending into
diverse industries such as airlines, telecommunications, and finance.
. Geographical Extension:
Expanding the brand's presence into new geographic markets.
Example: McDonald's opening new restaurants in different countries around the
world to cater to local tastes and preferences.
. Co-Branding:
Collaborating with another brand to launch a joint product that combines the
strengths of both brands.
Example: Nike and Jordan.
. Licensing:
Allowing other companies to use the brand name and associated elements to
produce and market products in different categories.
Example: Disney licensing its characters to be used on various merchandise,
clothing, toys, and home decor items.
. Digital Extension:
Expanding the brand's presence into the digital realm by offering digital
products, services, or platforms.
Example: Spotify, a music streaming platform, extending to podcasting by
providing podcast content alongside its music offerings.
brand hierarchy-
Kapferer.
Kapferer’s Brand Identity Prism

Brand Identity: The brand’s identity is its fundamental means of consumer

recognition and symbolizes the brand’s differentiation from competitors.
Example of Starbucks:

. Physique: Starbucks has a distinctive physique characterized by its green logo,

the mermaid icon, and its recognizable, inviting store design. The physical
elements also include the aroma of freshly brewed coffee, the sound of grinding
beans, and the visual appeal of their signature cups and packaging.
. Personality: Starbucks portrays a personality that is friendly, welcoming, and
socially responsible. They focus on creating a warm and inviting atmosphere in
their stores, and their baristas are trained to provide personalized customer
service. The brand also emphasizes its commitment to ethical sourcing,
sustainability, and community engagement.
. Culture: Starbucks has built a strong brand culture around the idea of a "third
place." It positions its stores as a comfortable and inclusive gathering space,
where people can socialize, work, or relax. The brand also embraces and
celebrates coffee culture from around the world, incorporating different brewing
methods, flavors, and traditions.
. Relationship: Starbucks aims to build a relationship with its customers by
creating a sense of community. The brand encourages loyalty through its rewards
 program, personalized offers, and the use of customer names on their cups. They
also engage with customers through social media, encouraging them to share
their Starbucks experiences and become brand advocates.
. Reflection: Starbucks reflects the aspirations and values of its target audience. It
has become synonymous with the idea of premium coffee and the desire for a
high-quality coffee experience. The brand represents a lifestyle choice for many
customers who seek convenience, indulgence, and a moment of personal
indulgence in their daily routine.
. Self-image: Starbucks appeals to customers' self-image by positioning itself as a
symbol of sophistication, indulgence, and status. By choosing Starbucks,
customers may feel they are part of a discerning and cosmopolitan community.
The brand allows customers to express their taste, preferences, and identity
through their choice of Starbucks products.

Brand equity;
Brand equity refers to the value and strength of a brand in the marketplace. It
represents the intangible assets and advantages that a brand possesses, which
can contribute to its ability to generate demand, command premium pricing, and
maintain customer loyalty.

Brand Equity Model: Same as Brand Resonance Model

brand personality.
Aaker’s Brand Personality Model
 Help Scout on Twitter: "Stanford professor Jennifer Aaker identified 5 common
dimensions in a brand's personality: https://t.co/qrfP4VUq1C
https://t.co/Sy21J5fsz1" / Twitter

Sincerity: Disneyland
Excitemnet: Mountain Dew
Competence: LIC
Sophistication: Swarovski
Ruggedness: Woodland

PYP Analysis

2018
a. Creative Approach: Emotional Appeal

→ Low involvement product

→ Peripheral route to persuasion
→ Strong emotional connection with the service: Travelling
→ Motivation to process info: low
→ Ability to process info: low

b. Ad Execution: Slice of Life:

→ Directly relates to the problem of the end consumer
→ More interest is generated because we are talking about the people and not about
our product
→ Focus more on emotions than technicalities/features
→ Grabs attention as relatable to the audience
→ Long lasting effect

Copy Strategy used: Narrative Copy, Topical Copy

→ Stories are relatable
→ Attention more
→ Interest more

c. Flighting Model
→ Only during holidays required
→ Less wastage of funds
→ Seasonal product: travelling during holidays
→ Doesn’t lead to ad wearout
d. → Remembering jingle: long lasting effect
→ Interest more: music is a good combo with visuals
→ Attention: something’s happening
→ Creates a pleasing atmosphere: Putting in a good mood
→ Helpful for low involvement and peripheral route

a. Discount, loyalyty progarm, quantitiy offers, prizes,

b. Media Plan (done in unit 3)

a. Crtitical evaluation of social and economic aspects of advertising

b. → Serious decision
→ High involvement
→ Central route
→ ability high
→ motivation high
→ logical facts n arguments taken

Humor would:
→ distract
→ strength of arguments would weaken
→ SAs fall and CAs rise
-

→ Headline, visual elements, sub head, body copy, proof of claim, slogan, CTA
→ Laout: explain few principles

Advertising Spiral
Creates a circle where rather than going in a state of decline, a new outlook is given
to the brand and product to revive it, sometimes even by repositioning.
. Intro/pioneering stage:
→ awareness for brand or product category
→ Primary demand/generic demand

. Competitive:
→ create and highlight USP
→ brand specific demand

. Retention:
→ most people have adopted the product
→ repurchase and replacement purchase
→ replacement demand

. New Pioneering stage:

→ instead of going into decline, brand repositions itself and revives through new
product development, packaging changes, advertising and promotions etc.
→ inability to do this means other brands will take your space

. New competition:

→ brand specific demand for newly revitalized brand

. New Retention:

→ replacement demand for repositioned brand

→ change adv to stay relevant in current times.

Integrated Marketing Communication

2019
i. Celebrity Endorser

→ Nature of product: luxury product for men atleast2

→ Brand awareness: since they don’t use, they don’t particularly look for it, need
more of it
→ Distraction: focus on emotions than facts
→ Level of involvement: low as they don’t generally buy

ii. Appeal: Emotional Appeal,

Executional Style: Dramatization, Imagery
i. → Background: Puredrops is a bottle water brand leader.
→ Positioning: Puredrops, a leader in bottled water is coming up with fruit based
flavoured water to savour dehydrated and tasteless mouths to fill their lives with
fruity H2O.
→ Target Market:
Who are they?: 12-35 year age group, children, teens and working class, like to try
fancy stuff,
Where do they look for?: Social Media: Insta, FB, School and College canteens,
corporate canteens, cafes
Who do they listen to?: celebrities showcasing flavored water as a part of their daily
routine
→ Competition: Coca Cola, Pepsi, Paperboat
→ Key Fact: People want water also to have taste. Makes them drink water more.
→ Problem: Low involvement and imulse purchases makes for less product
differentiation among consumers. Raising awareness amidst heavy competition
→ Objective: Focus on brand awareness and differentiation: healthy, no
preservatives
→ Tone: Humor, Fun, Excitement, refreshing,
→ Key consumer benefits: hydration, tasty, vitamin focused
→ CTA
→ Media Strategy
→ Mandatories
→ Campaign objective:
→ Market Analysis:
TA: 18-45 years, online sites, men magazines and newspapers, social media
platforms, TV ads
→ Media objectives:
→ 70% of target audience atleast 3 times they have been exposed
→ 50%: online sites, 30% print, 20%: social media
→ Media Strategy:
→ Class: Online, Print, Social Media
→ Vehicle: DT, HT City,
→ Option: 30 second TV ads, Full page news ad on Delhi Times, HT City
→ Scheduling: Pulsing, beginning of summer season: high ads
→ Implementation
→ Evaluation
Ans. → Powerful leaders: cosmetics advert, startup founders: Shark Tank
→ Brand

→ Push strategy: overcrowded, extra incentive to retailers and distributors required.

→ Objectives: Brand awareness, product differentiation, trialability increase
Plan:
→ Sales Promotion: coupon, sample, rebate

→ Current: Product Class Positioning

→ Consider: Quality, Benefits, Competitive

Short Note:

→ Alternate Media: Guerrila marketing, experiential marketing

→ Interactive: QR codes, Mobile games, AR and VR

2022
. Sample, Gifts
. Discount, Price off, Quantity off
. Rebate, Financial subsidizing
. Quantity off, Price off, Discount
. Prizes/gifts, Product Placement
. Sample, Contest,