Advertising Strategies For Retail Sector, Cooperative Sector, Political Fraternities, and Public Services

ADVERTISING STRATEGIES FOR RETAIL
SECTOR, COOPERATIVE SECTOR, POLITICAL

FRATERNITIES, AND PUBLIC SERVICES
DEPARTMENT OF BUSINESS ADMINISTRATION

BHAVNAGAR UNIVERSITY
BHAVNAGAR
prince dudhatra-9724949948
ADVERTISING
Advertising is a paid form of nonpersonal

communication where an identified sponsor
uses mass media to persuade or influence an
audience.
TYPES OF ADVERTISEMENTS
BRAND ADVERTISING
RETAIL ADVERTISING
POLITICAL ADVERTISING
DIRECTORY ADVERTISING
DIRECT-RESPONSE ADVERTISING
BUSINESS TO BUSINESS ADVERTISING
INSTITUTIONAL ADVERTISING
PUBLIC SERVICE ADVERTISING
METHODS OF ADVERTISING
PUSH METHOD PULL METHOD
ADVERTISING STRATEGY
An advertising strategy is a campaign

developed to communicate ideas about products
and services to potential consumers in the hopes of
convincing them to buy those products and services.
ADVERTISING STRATEGY
ASSESSMENT ACTION
Today, most advertising strategies focus on
achieving three general goals
Inform
Persuade
Remind
CREATIVE MIX
The core of an advertising strategy

 Target audience
 Product concept
 Communication media
 Advertising message
RETAIL SECTOR
LEADING RETAIL OUTLETS
 Subhiksha
 Big Bazaar
 Pantaloons
 Reliance Super
 V-Mart
 Shoppers’ Stop
 Saravana Store
ADVERTISING OF RETAILERS
Why advertising?
 To provide specific information
 To create strong sense of desire, curiosity, and
urgency
 To entice customers to visit dealer’s showroom
MODES OF ADVERTISING
Retail outlets
TV commercials
Print ads
In-store promotion
Hoardings
Cinema theatres
Audio-visual vans
Radio advertising
SMS advertising
ADVERTISING STRATEGIES IN
CO-OPERATIVE SECTOR
• The concept of co-operation emphasises on the collective

action of individuals to achieve common goals which may
not have been possible for one isolated individual
• 5.04 lakh cooperative societies of different type with a

membership of 22 Crores, covering 100 percent villages and
67 percent rural households
• Functioning of cooperative societies in various segments

such as agricultural credit, agricultural marketing, fertilizer
distribution, agro-processing, dairy and sugar industries
Amul- The Taste of India
The Gujarat Cooperative Milk Marketing Federation

Ltd (GCMMF) is drawing up a fresh game plan for its
flagship brand 'Amul Fresh Milk‘
Amul is selling its packaged milk brands on the Net

too
 From the Sixties to the Nineties, the Amul ads have come a
long way. While most people agree that the Amul ads were
at their peak in the Eighties they still maintain that the
Amul ads continue to tease a laughter out of them
 Where does Amul's magic actually lie? It is in the catchy

lines which leads to laughter because the humour is what
anybody would enjoy.
ADVERTISING STRATEGIES IN POLITICAL
SECTOR
MASS MEDIA AND POLITICAL AWARENESS
 powerful role in freedom struggle during the pre-

independence era.
 competitive communication strategies to attract people's
attention
 panel discussions, opinion analysis, talk shows, interviews
and speeches on the mass media
 direct cause and effect relationship between media messages
and their audiences
 media helps in evaluating the electoral candidates
 use of cable TV to advertise to specialized audiences
 nationwide recognition to marginal leaders of marginal
parties
MODES OF ADVERTISING
TV commercials
Print ads
Hoardings
Cinema theatres
Audio-visual vans
Radio advertising
SMS advertising
CONGRESS
• Congress from 1947 instinctively tapped into the Indian

psyche and ensured the brand stood for 'Independence
struggle‘
• Nehru and his independence associations and Indira

Gandhi and her dynastic lineage were the drivers of iconic
images that attracted voters for three decades
• The 1984 elections were won on sympathy for a traumatised

'son' -- Rajiv Gandhi!
• Use of a professional agency for a political campaign in
India by Rajiv Gandhi dates in 1980s
• Intuitive strategies adopted by the local leaders to rouse

local emotions and garner votes
• In 1972, the Indian victory over Pakistan in 1971, provided

the Congress brand with that momentum to keep going.
• The fact that Indira Gandhi had a surname that connected

with the father of the nation just helped the brand.
BJP
• They adopted and owned the 'cow and calf' symbol --
subliminally appealing to the large 'rural Hindu illiterate'
population
• Role of being the 'promoter of the scheduled class and

tribes‘
• They are following the typical marketing principle of "don't

go negative, play positive“
• The 'Bharat Uday' campaign, the 'Bharat Uday Yatra' and

the 'Friendship Series in Pakistan' have all been
synchronized well together to build and reinforce this 'feel
good' factor to create a positive feeling that could help
people to be optimistic for the future.
India Shining...Feel Good vs. Fail Good
The genesis in July 2003

Highlighted India as a fast developing country
highlighted India's achievements under the NDA
government.
CELEBRITY CAMPAIGNING
There has been a literal demand for cine stars not for more
mega projects but to boost the electoral fortunes of political
parties
SMS ADVERTISING
 Send Ads to create brand value.
 Broadcast your message to your Target Audience
 Save Time as it is Quick To Create, Conceptualize & Start

the Campaign
 Direct Reach to Audience
 Viral: Customers forward messages to friends & Family
PUBLIC SECTOR
INTRODUCTION
EVOLUTION
GLOBAL TREND
ECONOMIC SCENARIO AND ROLE OF
PUBLIC SECTOR IN INDIA – GENERAL
PERSPETIVE
PERFORMANCE STATUS
DEVELOPMENT IN RECENT YEARS
NEW OPPORTUNITIES
INDIAN RAILWAYS
INTRODUCTION
EIGHTH PLAN PERIOD
NEW STRATEGIES
REFERENCES
 William Wells, John Burnett and Sandra Moriarty,

Advertising-Principles and Practice, Fourth Edition,
Prentice Hall Inc. 1998
 David Aaker, Rajeev Batra and John Myers,
Advertising Management, Fourth Edition, Ninth
Reprint, Prentice-Hall of India Private Limited, 1996

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ADVERTISING STRATEGIES FOR RETAIL

SECTOR, COOPERATIVE SECTOR, POLITICAL

DEPARTMENT OF BUSINESS ADMINISTRATION

Advertising is a paid form of nonpersonal

PUSH METHOD PULL METHOD

An advertising strategy is a campaign

The core of an advertising strategy

• The concept of co-operation emphasises on the collective

• 5.04 lakh cooperative societies of different type with a

• Functioning of cooperative societies in various segments

The Gujarat Cooperative Milk Marketing Federation

Amul is selling its packaged milk brands on the Net

 Where does Amul's magic actually lie? It is in the catchy

 powerful role in freedom struggle during the pre-

• Congress from 1947 instinctively tapped into the Indian

• Nehru and his independence associations and Indira

• The 1984 elections were won on sympathy for a traumatised

• Intuitive strategies adopted by the local leaders to rouse

• In 1972, the Indian victory over Pakistan in 1971, provided

• The fact that Indira Gandhi had a surname that connected

• Role of being the 'promoter of the scheduled class and

• They are following the typical marketing principle of "don't

• The 'Bharat Uday' campaign, the 'Bharat Uday Yatra' and

The genesis in July 2003

 Broadcast your message to your Target Audience

 Save Time as it is Quick To Create, Conceptualize & Start

 Direct Reach to Audience

 Viral: Customers forward messages to friends & Family

 William Wells, John Burnett and Sandra Moriarty,

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