Advertising

Management
Dr. Falguni Vasavada-Oza
 Who Am I?

I am Falguni (Now a DOC) Not Married!!!!!!!!!

 Teaching Since 1998 out of love!
Happily Married!!!!
In MICA since 2004.. Teach what I love Advertising
Love Gadgets no And the Obvious
no not gadgets but
flaunting ;-) Teaching across Institutes
Research Work
Online programs @ MICA
MICA admin works
Hobbies:
Cooking (only the intellectual
stuff)
Collecting Jewelery (where is my
income going??)
Shopping (missing exhibitions
this term! Sob sob!)
Analyzing ads (love it!)
Reading (flipkart.com and my
credit card bill ohhhhhh!)
I am available 360 Degrees ;-)
falguni@micamail.in
Gtalk falguni.vasavada
Linkedin Falguni Vasavada
FB Falguni Vasavada Oza
Twitter @falgunivasavada
Talk/Text 9909942490
Whatsapp
Ebuddy
In MICA Size does matter! HO HO HO
(SANTA LAUGH)
The Course:
IMC focused
Two way preparation and discussions

Loads of examples

Live cases

Agency models

Theories

In class exercises

Interactive

No make up assignments
 INTRODUCTION TO
ADVERTISING
Jungle Main Mor Nacha Kisne
Dekha??
But if you have video recorded it
on your smart phone then you
can tweet/share/upload it on
youtube/fb.to phir sab
ne dekha!
WHAT IS MARKETING??
The process of planning and executing the
conception, pricing, promotion and
distribution of ideas, goods, and services to
create exchanges that satisfy individual and
organizational objectives. (AMA)
WHAT IS ADVERTISING??
Advertising is salesmanship in print
Advertising is any paid form of non-
personal communication of goods,
services and ideas to a target group by an
identified sponsor
Paid form (lots of money ROI?)
Non personal mass media
Target group
Identified sponsor
 Advertisingis the missing link between
brand attributes and consumer
perceptions (Alyque Padamsee)
Lets see an example
 Advertisingis a paid form of non-
personal communication of goods,
services and ideas done by an identified
sponsor.

Advertising is the discovery and

communication of a persuasive
difference for a brand to the target
prospect (Subroto Sengupta, 1990)
 The Milestones!
Newspaper - Calcutta General Advertiser in 1780
Advertising agency B. Dattaram & Co. in 1905

Global ad agency JWT in 1926

Celebrity endorsement Leela Chitnis for Lux in

1941
Industry Association Ad club of Calcutta and
Bombay in 1954
ASCI - 1985

Falguni Vasavada-Oza: MICA

Some Historical Campaigns..

Falguni Vasavada-Oza: MICA

 Changes in Marketing
Fragmentation Environment
Confused
Parenting
Screenagers
SINK & DINK
Consumer touch Society & Nuclear Families
points Media
Markets

Behavioural
Digital media
Segmentation
Mobile
Post Liberalization
Telephony
Gen
Bluetooth
Consumer Roles
Consumer Technology

EDLP Within product

Shelf Share categories and
Visual Retail Competition across
Communication categories
As Context Changes.

Falguni Vasavada-Oza: MICA

Managing Relevance
Challenges for Advertising
Challenge of 90s survival
Challenge of late 90s building brands
Challenge of early 2000
differentiating
Challenge now connecting with the
customer touch points as advertising
is seen as spam!
Social media engaging customers
Advertising Is A
Communication Process:
Product/Ideas/Service and its benefits

Competitive superiority

Unique selling/emotional propositions

Reminding consumers about brand

presence
Marketing Communication
Highcontrol messages
Medium control messages

Low control messages

The Magic Of Advertising:
Sun drop= Sun drop oil + ( Healthy family
+ happy children + Loving mother + Tasty
food + Modern home)
Sugar Free= Sugar free + ( Busy routine +
Cholesterol control + Concerned wife +
Increased life span + Tension free
home..)
Maggie Noodles= Noodles + ( Tasty snack
+ Convenience + Cheap + Cosmopolitan
food habit.)
 Barista= Coffee + (status + cool + good taste +
ideal chatting place + impressing
girlfriends..)

K serials= Serials + (drama + latest sari trends +

rona-dhona + traditions + family politics +
strength of women)

Titan= Wrist watch + (relationship + emotions +

sophistication + ideal gift..)

Whirlpool= White goods + (convenience + career

+ changing definition of husband and
wife..)
Thus Advertising Adds:
Memory cues
Imagery

Visuals

Colors

Recognitioncues
Branding cues
Role of advertising in
successful marketing
Product life cycle management
Advertising used as a weapon right from introduction to
decline.

Different requirements at PLC stages

Introduction Awareness
Growth Persuasion/Reinforcement/Superiority
Maturity Stability/Rejuvenate/Reposition
Decline Miracle or Pull out
E.g. Lifebuoy Liquid Hand wash Ad

E.g. Budlight ad, Maggie ad, World Gold Council

 Entering into new markets

Based on understanding
Category dynamics
Competition
Consumer
Society/Culture/Religion

Introduce the company and products

Advertising does ice-breaking

E.g. Launch of Volkswagen in India (VW ads)

 Brand positioning and repositioning
BB ads.
 Support to other pillars of promotion
Personal Selling credibility
Sales Promotion footfalls
Direct Marketing awareness
Corporate Reputation/CSR corporate image
building
E.g. TATA Steel ad,
 Relationship marketing
Keeping in touch with the target audience.
Reminder ads like Surf Excel Hai Na!, Dairy
milk, Asian Paints, MUL, AMUL hoardings etc.

Commercialization of a new product

Highest levels of advertising create awareness
and generate TOM awareness
Advertising builds on
STRATEGY
Consumer dynamics
Category dynamics
Entry time
Competition

E.g. Dove Elixir Hair Oil Launch

Advertising will not help if:
Product is of inferior quality
Advertising claims do not match with
product delivery
Advertising is unable to break the clutter

Noise is creating problems

Communication is not research driven

Advertising Appeals:
Emotional connects
Rational reasons/logic

Humor entertains

Moral shocks/stimulates

Fear prevents

Sex eyeballs

Slice of life creates a pleasant

feeling/smile
Marketing mix and role of
advertising within the marketing
plan

ADVERTISING IS A DOUBLE - EDGED SWORD!

IF USED PROPERLY, IT HAS THE CAPABILITY
TO CUT THE COMPETITION TO PIECES.
IF NOT, IT CAN BLEED THE COMPANY BADLY,
EVEN TO DEATH!!!!!
 ROLE OF ADVERTISING

Consumer

Deliver
Promise
BRAND

Marketing Advertising
Positioning
 Customers, competitors and
company Market situation analysis

SWOT
ANALYSIS

Marketing problem
Market share, segments, MARKETING OBJECTIVE
AND STRATEGY
positioning

Marketing Mix

ADVERTISING OBJECTIVE AND

STRATEGY
Elements of Effective
Advertising:
Strategy what to say?
Objective, message, target audience
Creativity how to say?
Central idea that grabs attention
Creativity in idea, media, research
Execution how to say?
Fine tuning in details, photography, setting,
printing, and production values
Integrated Marketing
Communication
A concept of marketing communications
planning that recognizes the added value of a
comprehensive plan that evaluates the
strategic roles of a variety of communication
disciplines for e.g., general advertising,
direct response, sales promotion, and public
relations and combines these disciplines to
provide clarity, consistency and maximum
communications impact (AAAA)
Don Schultz:
IMC is a strategic business process used to
plan, develop, execute and evaluate
coordinated, measurable, persuasive brand
communications programs over time with
consumers, customers, prospects,
employees, associates and other targeted
relevant external and internal audiences. The
goal is to generate both short term financial
returns and build long term brand and
shareholder value.