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DEPARTMENT OF BUSINESS ADMINISTRATION BHAVNAGAR UNIVERSITY
BHAVNAGAR
ADVERTISING STRATEGIES FOR RETAIL
SECTOR, COOPERATIVE SECTOR, POLITICALFRATERNITIES, AND PUBLIC SERVICES
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ADVERTISING
Advertising is a paid form of nonpersonal communication where an identified sponsor uses mass media to persuade or influence an
audience.
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TYPES OF ADVERTISEMENTS
y BRAND ADVERTISING
y RETAIL ADVERTISING
y
POLITICAL ADVERTISINGy DIRECTORY ADVERTISING
y DIRECT-RESPONSE ADVERTISING
y BUSINESS TO BUSINESS ADVERTISINGy INSTITUTIONAL ADVERTISING
y PUBLIC SERVICE ADVERTISING
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METHODS OF ADVERTISING
PUSH METHOD PULL METHOD
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ADVERTISING STRATEGY
An advertising strategy is a campaign
developed to communicate ideas about productsand serv ices to potential consumers in the hopes of
conv incing them to buy those products and serv ices.
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ADVERTISING STRATEGY
ASSESSMENT ACTION
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Today, most advertising strategies focus on
achiev ing three general goals
y
Informy Persuade
y Remind
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CREATIVE MIX
The core of an advertising strategy
Target audience
Product concept Communication media
Advertising message
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RETAIL SECTOR
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LEADING RETAIL OUTLETS
Subhiksha
Big Bazaar
Pantaloons Reliance Super
V-Mart
Shoppers¶ Stop Saravana Store
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ADVERTISING OF RETAILERS
Why advertising?
To prov ide specif ic information
To create strong sense of desire, curiosity, and
urgency
To entice customers to v isit dealer¶s show room
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MODES OF ADVERTISING
y Retail outlets
y TV commercials
y Print ads
y In-store promotion
y Hoardings
y Cinema theatres
y Audio-visual vans
y Radio advertising
y SMS advertising
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Amul- The Taste of India
The Gujarat Cooperative Milk Mark eting Federation
Ltd (GCMMF) is draw ing up a f resh game plan for itsflagship brand 'A mul Fresh Milkµ
A mul is selling its packaged milk brands on the Net
too
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y From the Sixties to the Nineties, the A mul ads have come along w ay. W hile most people agree that the A mul ads were
at their peak in the Eighties they still maintain that the
A mul ads continue to tease a laughter out of them
y W here does A mul's magic actually lie? It is in the catchy lines which leads to laughter because the humour is what
anybody would enjoy.
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ADVERTISING STRATEGIES IN POLITICAL
SECTOR
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MASS MEDIA AND POLITICAL AWARENESS
y powerf ul role in f reedom struggle during the pre-
independence era.
y competitive communication strategies to attract people'sattention
y panel discussions, opinion analysis, talk show s, interv iew sand speeches on the mass media
y direct cause and effect relationship between mediamessages and their audiences
y media helps in ev aluating the electoral candidatesy use of cable TV to advertise to specialized audiences
y nationw ide recognition to marginal leaders of marginal
parties
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MODES OF ADVERTISING
y TV commercials
y Print ads
y Hoardings
y Cinema theatres
y A udio-v isual v ans
y R adio advertisingy SMS advertising
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CONGRESS
� Congress f rom 1947 instinctively tapped into the Indian
psyche and ensured the brand stood for 'Independence
struggleµ
� Nehru and his independence associations and IndiraGandhi and her dy nastic lineage were the drivers of iconicimages that attracted voters for three decades
� The 1984 elections were won on sympathy for a traumatised'son' -- R ajiv Gandhi!
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� Use of a professional agency for a political campaign inIndia by R ajiv Gandhi dates in 1980s
�
Intuitive strategies adopted by the local leaders to rouselocal emotions and garner votes
� In 1972, the Indian v ictory over Pakistan in 1971, prov ided
the Congress brand w ith that momentum to k eep going.
� The f act that Indira Gandhi had a surname that connected
w ith the f ather of the nation just helped the brand.
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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 andtribesµ
� They are follow ing the typical mark eting principle of "don'tgo negative, play positive³
� The 'Bharat Uday ' campaign, the 'Bharat Uday Y atra' andthe 'Friendship Series in Pakistan' have all beensy nchronized well together to build and reinforce this 'feelgood' f actor to create a positive feeling that could helppeople to be optimistic for the f uture.
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India Shining...Feel Good v s. Fail Good
y The genesis in July 2003
y Highlighted India as a f ast developing country highlighted India's achievements under the NDA
government.
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There has been a literal demand for cine stars not for more
mega projects but to boost the electoral fortunes of political
parties
CELEBRITY CAMPAIGNING
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SMS ADVERTISING
y Send Ads to create brand value.
y Broadcast y our message to y our Target Audience
y Save Time as it is Quick To Create, Conceptualize & Start
the Campaign
y
Direct Reach to Audience
y V iral: Customers forw ard messages to f riends & Family
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PUBLIC SECTOR
y INTRODUCTION
y EVOLUTION
y GLOBAL TREND
y ECONOMIC SCENARIO AND ROLE OFPUBLIC SECTOR IN INDIA ± GENERAL
PERSPETIVE
y PER FORMANCE STATUS
y DEVELOPMENT IN RECENT YEARS
y NEW OPPORTUNITIESprince dudhatra-9724949948
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INDIAN RAILWAYS
y INTRODUCTION
y EIGHTH PLAN PERIOD
y
NEW STRATEGIES
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REFERENCES
William W ells, John Burnett and Sandra Moriarty,Advertising-Principles and Practice, Fourth Edition,Prentice Hall Inc. 1998
Dav id A ak er, R ajeev Batra and John My ers,Advertising Management, Fourth Edition, Ninth
Reprint, Prentice-Hall of India Priv ate Limited, 1996
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