Indian Institute of ManagementPost Graduate ProgrammePGP II: Term IV, 2014-2015

PROMOTIONAL STRATEGY

Instructor: Dr. Neelam KinraN Kinra: Office No. 223, Tel: 6626 (Off.); 6529e-mail: kinra@iiml.ac.in

COURSE DESCRIPTION

The course will focus on the dual aspects of Advertising and Promotion decisions, and the strategy issues related to promotional effectiveness. Ad Campaign Planning will be discussed with a focus on creative strategy issues in the context of product/brand launch, and as well as with regard to the media related issues. Consumer sales promotion tools and techniques will be examined to the extent that they are a useful component of promotional strategy.

The Course is divided into 3 modules, namely:

Creative Strategy Media Strategy Consumer Promotions

The Creative Strategy module will focus on evaluating advertising as a medium of communication used by advertisers to increase the persuasive effect of ad messages in consumer markets. In this context, ad copy appeals and their execution through a variety of formats will be analyzed in detail in order to provide an understanding of the dynamics of ad messages.

The Media Strategy module will examine the various media related characteristics for their relevance and specificity to media selection and scheduling of ad campaigns.

The Sales Promotion component of the course will highlight the use of consumer promotion techniques that are used by marketers, namely contests, sweepstakes, discounts, premiums coupons and point-of-purchase displays in promoting products and services.

COURSE OBJECTIVES

The goals set in this course include an understanding by students of:

1) The essentials of advertising copy appeals and ad execution.2) The formulation of an advertising and promotion campaign and the

complexities of promotion and advertising decisions facing marketing managers and ad agency executives.

3) Advertising and promotional decision-making through project work as an aid to hands-on experience in promotional strategy.

CASES:

INSTRUCTIONS: It is the student’s responsibility to read the case assigned for case discussion before arriving in the class.

A two page Group write-up (Group Size = 5) (hand-written), must be brought in and submitted on the day of discussion for each assigned case. These write-ups are un-graded, and meant to facilitate your class discussion and participation. All Graded Group assignments will be required to be more exhaustively covered .

Please don’t submit copied write-ups. You may get penalized for this.

Penalties: Minus 1 mark for copied write-ups, minus half mark for attendance proxies, minus quarter mark for late assignment submissions per day, minus quarter mark for not adhering to any graded case /project guidelines namely roll number and names on cover page, Font Size 11, one and a half line spacing. Plastic covers are not required for any graded submissions..

TERM PROJECT Interim Project Report (Ungraded) to be given within first three Weeks (To be done In Groups of 6). Final Report Submission Date: Ten days after commencement of the post midterm schedule.

TEXT: Advertising and Promotion, Author: Belch, Belch & Purani; Tata McGraw Hill, 9th edition.

EVALUATIONHome Assignments: Cases/Class Quizzes:20Mid Term: 25Final: 35Term Project: 20SESSION PLAN

PRE-MID TERM ADVERTISING & CREATIVE STRATEGY

SESSION TOPIC CHAPTER / READING

1.&2. Promotional Strategy: Chap 1 & 2; (Belch) An Integrated Approach Advertising Communications

& Promotion, by Rossiter (In Polycopy)

Why PR Matters and What it can do for You (Polycopy).

3. Promotional Mix Integration Case: Shell meets Greenpeace: Role of PR & Publicity Analysis

5. Creative Strategy: Ad

Campaign Planning & Advertising Effectiveness

6. Advertising & Communication Chap 5 (Belch)

Objectives (Polycopy) Does Advertising Cause a Hierarchy of

Effects? (Polycopy): Advertising

Communication Objectives

7. Ad Communication Hierarchies Chap 7 (Belch)

4. BTL in Advertising & Promotion (Polycopy) The Continuing Power of Mass

Advertising. (Polycopy) Cutting through the

Marketing Clutter (Polycopy)

(Polycopy) Guerrilla Advertisng

5. Ad Copy Appeals: (Polycopy): Ad AppealsObjective & Subjective Appeals

` in Creative Strategy Case: Guru.com Campaign Planning Chap 9 (Belch)

8. The USP in Advertising Chap. 9 (Belch)

Finding The Big Idea

9. Ad Copy Appeals: Good Knight Case AnalysisObjective & Subjective Appeals (Polycopy): Ad Appeals

10. Creative Execution Formats for Chap 9 (Belch) Low and High Involvement Products

POST-MIDTERM

MEDIA STRATEGY

SESSION TOPIC CHAPTER / READING

11. Ad Budgeting Chap 6 (Belch)Maintaining Market

Share (Polycopy) Growing

Market Share (Polycopy)

12. If Brands are Built over years, why are they managed

over Quarters (Polycopy)

Linking Advertising and Brand Value. (Polycopy)

13 &14. Media Selection Strategy Chap 10 (Belch) & Media Characteristics Supermiracle TV Case

Analysis

15 &16 Media Planning on the Media Strategy (Polycopy) basis of Media Objectives Chap 21

(Belch) : Reach, Frequency, Continuity. Media Plan Implementation: Continuity, Dominance

(Polycopy)

17 Media Scheduling Strategies: Case: Honeywell Corp: Pulsing vs Flighting on Media Objectives

18, 19 Sales Promotions Chap. 16 (Belch) Febreze Case Analysis

20 Consumer Promotions Sales Promotion (Polycopy) Discounts, Coupons, The Double Jeopardy of Premiums. Sales Promotions.

MID-TERM EXAM (25%). This will be closed book and you are expected to be thoroughly conversant with the concepts for case application. Textbook Chaps 1,2,5,7,8 & 9, plus Poly Copy Readings, and PPTs.

END TERM EXAM: 35 %. The Exam will be based on the Post-Mid-Term part of the Course Content. It will also be a closed book exam.

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LIST OF READINGS

1. Advertising Communications and Promotions.2. Oracles of Advertising: Searching for a Definition.3. Why PR Matters and What it can do for you.4. If Brands are Built over Years, Why are they Managed over

Quarters?

5. The Continuing Power of Mass Advertising. 6. Cutting Through the Marketing Clutter6b. Below-the-Line Advertising: Guerilla Advertising.7. Ad Agency Philosophies.8. Ad Agencies: Rules and Regulations.

9. Point of view: Does Advertising cause a Hierarchy of effects

10. Advertising Communication Objectives11. Inducing Value Congruent Behaviour Through Advertising and the

Moderating Role of Attitudes.

12. Creativity in Advertising: When it Works and When it Doesn't.12b. Creativity that Cracks the Code.13. The Role of Visual Attention in Internet Advertising.14. Advertising Appeals.15. Execution Personification in Advertising.

AD BUDGETING

16. Ad Spending: Maintaining Market Share17. Ad Spending: Growing Market Share18. How to Profit from Lean Advertising.18b. Lifting the Productivity of TV Advertising.19. Linking Advertising and Brand Value

MEDIA STRATEGY

20. Media Strategy & Plans: Guide to Media Plans: Thompson Guide.21. The Future of Advertising: Advertising's New Media.22. For Mobile Devices Think Apps not Ads.23. Advertising's New Medium Human Experience.

24. The Thirty Eight Percent Solution Repeat Viewing of Television Programs.

25. Effective Frequency: Then and Now.26. Media Scheduling. Consumer Response & Decay Functions. (M.Ray)27. The Offline Impact of Online Internet Ads.

SALES PROMOTION

28. Sales Promotion (Tools & Techniques) Indian Management.29. The Double Jeopardy of Sales Promotions.

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LIST OF CASES

1. Shell meets Greenpeace (Promotional Mix)2. Guru.Com Case: Promotional Strategy3. Good Knight Case: Communication Objectives4. Super Miracle TV: Media Strategy5. Honeywell Case Media Strategy6. Benecol Case Media Strategy.7. Febreze Case: Sales Promotion

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ADDITIONAL RECOMMENDED READING FOR ADVERTISING (Available in Library)

GENERAL READING )

1. The Art of Writing Advertising: Conversations With Masters of the Craft; by Bernbach, Burnett, Gribbin, Ogilvy and Reeves.

659.1322 Art.

2. Conversations With Marketing Masters, Laura Mazur, 658.8

3 The Secrets of Successful Copywriting; Patrick Quinn, 659.1322 Qui.

4 Slogans, by Nigel Rees, George Allen & Unwin (2 copies0 659.13

5 Company Image and Reality, by David Bernstein, Holt Rinehart and Winston; 659.28

6 Creating Effective Advertising using Semiotics 659.132 Nad.

7 Strategy in Advertising, Matching Media and Message; by Leo Bogart, NTC Business Books 659.1

Additional Reference Texts

ADVERTISING

1. Advertising Promotion and Advertising, Richard Semenik, Thomson Publishers,

2. Brand Building Advertising, by Parmeswaran, Tata

MEDIA PLANNING3. Media Planning, Surmanek, NTC Press, 1989 659.114. Advertising Media Planning, Scissors and Bamba, NTC Press,

1995 659.11

PUBLIC RELATIONS5. Winning PR in the Wired World, D. Middleberg, McGraw, $256. Thorson’s Guide to Public Relations, S. Turner7. Public Relations for Sales and Marketing, D. Wragg, Kogan Page.8. Public Relations Disasters by Kogan page

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TERM PROJECT 20 marks (Guidelines)

TOPIC: VIRTUAL REALITY IN ADVERTISING

You are to prepare a report and develop a project based on virtual reality and how it operates in advertising.Two ad copies in digital format are to be prepared based on this concept.

REPORT 8 pages

Describe what virtual reality means.How it influences the consumers perception in viewing ads and applying them to create a virtual world and how this gets translated into the real world.AD COPY DEVELOPMENT:

You are to develop the ad copies based on the concept of virtual reality and explain how you have applied the concept..

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