Assignment on

ADVERTISEMENT
MANAGEMENT
Date - 16.12.2018

By:-
Syed Irfan Ali (206)
Milesh Patel (209)
Rakesh Patel (213)
PART-I
Campaign

LIVE YOUNG LIVE FREE

LYLF VIDEO AD
TARGET AUDIENCE
• Identify Target Audience:-
● New Customer
● Preferably Young Working
professionals
 MISSION / OBJECTIVE OF ADVERTISEMENTS
Hierarchy of Effects Model
• Cognitive Stage(Awareness & knowledge)
• Print Media (Dainik Jagaran dt 19.09.2017)
• Navratra offer
• Petrol & diesel options
• Safety fetures

• Affective Stage(Liking & preference)

• Dual option(Petrol & diesel)
• Budget SUV

• Behavioural Stage
• Purchase
• Central Theme / Big Idea adopted by Central

BIG
Mahindra Commercials is based on
the concept of Theme

IDEA
Positioning

• Video commercials published over

TV and internet are circled around a
jingle

• “Live Young Live Free”

• Which is Positioned to Young

Working Professionals.
Vivek Nayer, Chief Marketing Officer, Automotive
Division, Mahindra & Mahindra, said

● Celebrates the emotions of freedom and adventure.

● Unique freestyle to customers.
● The Live Young Live Free anthem further enhances the
strong emotional connect with our fans and exhorts people
to join this movement.

Idea for LYLF came from:-

● Emerging trends is the growing number of road trippers in
India
● Consequent increase in the sharing of experiences through
social media.
APPEAL
Informational / Rational
Emotional
Appeal

● Feature Appeal ● Achievement &

e.g. -> Leather Seats, Accomplishment
GPS-Navigation, ABS, (Using LYLF mobile app
Turbo Charger, etc user could upload your
travel adventure)

● Other Emotional
Appeals:-
Safety, Security,
Excitement, Recognition
LIVE YOUNG LIVE FREE ‘MOBILE APP’
ANALYSIS THE ADVERTS STYLE /
EXECUTION

• Personality Symbol
• Using the ‘Live Young Live Free’ execution style of
PERSONALITY SYMBOL is used:-
•Young Professionals
•Change in lifestyle
•Increase road trips (off roads)
•Challenge on Social Media
SCORPIO AD (VIDEO)
PART-II
SOURCE CHARACTERISTICS AND
PERSUASION TOOL
MUTHOOT TAKING INDIA FORWARD
CAMPAIGN
MUTHOOT TAKING INDIA FORWARD
CAMPAIGN
 SOURCE FACTORS
• Credibility
• Expertise -> Expert/Knowledgeable
person
• Trustworthiness (Amitabh is honest and believable)

• Attractiveness
• Likability -> Used Mass Popularity
and likability of movie star(Amitabh).

• Source Power
• Authoritative Image -> Amitabh is veteran
superstar since 2 decades. Consumer follow advice
coming from such influential and powerful source.
● Living legend person
● Trust
● Experience
● Likability
PERSUASION TOOL
To Make Consumer
To Convince People
Believe Something

• Liking • Commitment &

● Superstar Consistency
characteristic to do ● 131 years of serving 2
good karma. lakh customers per
day
• • Social proof
● Fulfil financial
requirement in society
for 2 lakh customer
per day.
ELABORATION LIKELIHOOD MODEL
→ Based on Motivation-Opportunity-Ability

Central Route of Peripheral Route of

Persuasion Persuasion
● High ability and ● High ability and
motivation to process motivation to process
message message

● Close attention to ● Focus on peripheral

message content instead of message
content

→ Above campaign used Central route of persuasion.

Any questions ?
Thank You