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Contrasting World of Advertising


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Imagine a day in the life of Sahil Gambhir, an average urban Indian male living in an

apartment by himself. So, Sahil wakes up early in the morning to the sound of a hi tech

alarm (which he has recently bought, thanks to the ad of an alarm clock he seen on TV). He

jumps out of bed and switches on the radio (to hear some good music on FM punctuated

with some news headline). The TV is then switched on (to the channel on Aerobics while he

works out with those slim women who promise a sexy physique in just a couple of months).

With a brush in his mouth (of course with Close Up toothpaste for greater confidence

and so that beautiful girls may say Talk to me), he scans the news paper for a quick update

while he prepares some breakfast (the fast and highly nutritious Kellogs which once again

he purchased because of the attractive ad). After a warm bath (with Dettol soap - for

greater skin protection and Head and Shoulders Shampoo so that he is never embarrassed

because of dandruff), and a cool shave (with the very cool Gilette Shaving foamas shaving

cream is out and shaving foam is in, and the Mac3- for the closest shave), he bathes his

cheeks with an after shave (Old Spice for that macho feeling). He dashes off to work

(whizzing past posters, billboards, hoardings all bombarding him with different messages,

schemes, offers etc.). His bus and train journey are never boring as he always zips past

through a whole clutter of advertisement which keep him abreast of the latest products. He

is on the field working when he feels thirsty ( but he cannot make up his mind whether to

have a Thums Up as he is grown up, or to have a Pepsi because he wants to live

young forever; any way he decides to play safe and have a Bisleri). His mobile suddenly

buzzes. Its a programmed call, reminding of his date. He realises he is late. At the shopping

center close by he buys his date a card (an Archies Im sorry Cardof course, because no

one can say it better than Archies). Obviously his date reacts as she is expected to by giving

him a hug (just like the ad). After the great date they return home. After some TV snacking,

he sets the mood with some soft music, spruces himself (any guesses with what? yes with

the sexiest, irresistible, AXEdeo spray). And the lights go out. (Hey wait a second, I forgot

to mention the extra soft. Kurlon mattress he had recently purchased thanks to the

special Diwali offer). That was Media and Advertisings influence for Sahil. We see how

amusing Sahils life is with a plethora of BRANDS.


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As

e s

e

e

S

e e

Adve

s

e ce

e

s

y

e

e

y

edSushantShinde. The m

st interesting partofhis lifeto look at

is thathelives in a world withoutadvertising.


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Imagine, he wakes up early in the morning to the sound of a roaring alarm from his dad. He

jumps out of bed and switches on the radio to hear some music. What a WOW feeling man!

He gets the privilege of listening to songs back to back without any commercia l breaks. With

that excitement he runs to the washroom to brush his teeth. He picks up toothpaste,

Champak a local brand. Boring Man! The toothpaste doesnt give him any reason to wash

his teeth with that particular brand. Even if, he wants to think of attracting any girls with his

fresh breath, he cant do it as his toothpaste doesnt promise him. He moves for having a

bath and realizes that the soap he uses is dissolved completely. He doesnt even recollect

why did he pick that brand, he could have picked up any soap because all where more or

less the same. He then haves a bath without the soap. The TV is then switched on where he

sees the daily programs without any break. He watches the program at a stretch and then

realizes that he is getting late for the office. He quickly grabs a pair of trousers and a shirt

which he bought for a premium price, but the last time when he wore the same clothes in

office, his colleagues got exactly the same pair for a relatively less price. He promises

himself for not purchasing it again. He wears his black shoes and quickly runs to catch the

bus.

While he is moving on the road he looks around and sees that there ar e huge hoardings all

across, but the hoardings are all pure white in color and there is nothing written or painted

on it. He thinks that these hoardings are similar to his life (All without colors). He boards the

bus and there is nothing exciting in the bus. No TV no messages on the handle above. He

gets down and goes to board the train. He goes to the book stall and gets a newspaper

which costs him Rs.20 (Guess why the cost of newspaper is so high) He turns a few pages

and the paper is over. There is news about economics, sports, city and all other categories

but no sexy models to display, so that Sushant might get happy by looking at those pictures.

He boards the train but finds it difficult to sit. Not because there is no space but he has got

piles. He looks around the train for any posters of Piles Clinic but to his despair he finds

nothing. He gets down from the train and reaches office.

His boss is waiting for him so that he would scold him for being late. (This is no new stuff for

Sushant, he always gets firing from his boss) After a hectic and a dull work at office he leaves

for the day. On his way to home he decides to do a little shopping for himself. Shopping for


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Sushant is a mammoth task. There are several reasons for it. Firstly he himself is a confused

guy and cannot make decisions on his own. Secondly there is nobody to guide him or

persuade him to buy a certain product. Most of the time he lands up buying something

which is of no use to him. He returns home and again watches TV at a stretch without any

interruption. Feeling bored again he goes to sleep. This is Sushant with his boring life.

What difference did you see in the life of Sahil and Sushant? Well the difference is very

evident from both their lifestyles. Sahil lives in the world of A dvertisement and Sushant lives

in the world without advertisement.

Imagine a world like Sushant where there is no advertisement at all. Gosh!!! How does he

even manage to survive? Imagine a world without advertising. Imagine if no organisations

exchanged currency for promotion: No billboards, no radio spots, no TV commercials, no

banner ads, no Ad Sense. No editorials, no splash pages, no magazine back-covers, no inside

covers, no infomercials. Imagine if no one saw or heard ads anymore.

Even, if the world of advertising looks good from Sahils perspective. We should not neglect

the fact that advertising add expenditure to the cost of the product and many companies in

todays world are shying away from spending on advertising to minimise their expenditure.

Of course, why not? Its recession time and companies do not have enough to spend and

even if they spend on advertisingwhat about the customers??? They would not

spend money unnecessarily on products they dont need.

In the coming section of this report, we as a group would try to analyse these two

contrasting paradox. Firstly, Advertising is an investment in Brand Building and secondly,

Advertising is an expense in Brand Bui lding?????


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My Name is Brand

Who comes to your mind, if you have any doubt in Statistics? You ask anyone from the

batch of 2008 10, the answer would be Tauseef Ansari. Tauseef has built an image of the

Statistician of the Batch 2008 10. People call him Levin Rubin. He has become a brand in

himself.

So, if anybody has any doubt in Statistics they will go to Tauseef. Nobody in the batch would

go to Rizwan. This is the power and image of Brand. Now, if Kalim Sir gives an assignment on

a topic and if the assignment is submitted by both Tauseef and Rizwan. People would

undoubtedly refer Tauseefs assignment instead of Rizwans. The only reason why they do it

is because they trust the brand.

This is what is called Branding.

Branding is more than just a business buzzword. It has beco me the crux of selling in the new

economy. If the old marketing mantra was, "Nothing happens until somebody sells

something," the new philosophy could be Nothing happens until somebody brands

something."

In its simplest form, a brand is a noun. It is the name attached to a product or service.

However, upon close inspection, a brand represents many more intangible aspects of a

product or service: a collection of feelings and perceptions about quality, image, lifestyle

and status. It creates in the mind of c ustomers and prospects the perception that there is no

product or service on the market that is quite like yours. In short, a brand offers the

customer a guarantee and then delivers on it.

You might infer, then, that if you build a powerful brand, you wil l in turn be able to create a

powerful marketing program. However, if you can't convince customers that your product is

worthy of purchasing, no amount of advertising dollars, fancy packaging or public relations

Advertising is only another form of statistics.

- Hartman Jule


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will help you achieve your sales goals. Therefore, successful branding programs begin with

superior products and services, backed by excellent customer service that permeates an

entire organization.

The Importance of Branding

One of the truths of modern business is that there is almost nothing tha t your competitors

can't duplicate in a matter of weeks or months. If you have a great idea, you can be certain

that somebody will copy it before long. And not only will they follow your lead, but they

may also be able to do a better job or sell the product or service at a lower price. The

question then becomes, "What competitive edge do I have to offer that cannot be copied by

anyone else?"

The answer? Your brand.

Creating a strong brand identity will build mind share one of the strongest competitive

advantages imaginable. As a result, customers will think of your business first when they

think of your product category. For example, when you think of packaged drinking mineral

water, more likely than not, you think of Bisleri brand. And when you're looking for

chocolates to enjoy the melodious taste, Cadburys is the brand that springs to mind.

Likewise, when your child wants a Burgers, he will often say he wants to go to

McDonald's. The reason behind these strong brand -product associations is that these

companies have built rock solid brand identities.

"A brand is the one thing that you can own that nobody can take away from you,"says

Piyush Pandey, Executive Chairman atOgilvy. "Everything else, they can steal. They can

steal your trade secrets. Eventually, your patents will expire. Your physical plant will wear

out. Technology will change. But your brand can go on and live. It creates a lasting value

above and beyond all the other elements of your business. "

Thatvalueisoftencalledbrandequity,ortheworthofthebrand.Brandequity,unlikeother

abstract marketing notions, can be quantified. For instance, if you owned the Marlboro

Companyandwanted tosell it,youwouldbegintovalue thefirmby lookingattheassets

tied to the Marlboro brand. You would then identify the cost of the factories, patents,


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trucks,machinesandstaff.Theyareworthasmallfractionofwhatyoucansellthatbrand

for.Thevalueofthatbrandishugecomparedtothoseactualphysicalassets.

The importanceandvalueofbrandingbecomesapparentwhenanentrepreneurwants to

sellhisorher companyor take it toWall Street forapublicofferingorother infusionof

capital.Itisoftenthebrandthatabusinessownerhastosellinsuchcases.

Brand Building

What Goes Into a Brand?

Ifyourproductorservice isneworunique,thetasofbranding ismadeeasier.Since there

are no pre-existing biases toward the product or service, it will be easy to manipulate

customerattitudes.

Moreoften,yourproductorservicewillhavebeeninexistenceforawhileandhavedirect

competition.Andifitdoesn't,itprobablysoonwill.Therefore,productsthatmayberoughly

equivalent in terms of their features need to have a brand identity that will impact

consumerchoice.

Brandidentityiscomprisedof:

y Pricing - a component of value; higher prices may signify to consumers higher

quality,andlowerpricesmaysuggestdecreasedvalue.

y Distribution - availability; limited distribution of a product or service may imply

exclusivitytodiscerningconsumers.

y Quality -which impactssatisfaction;obviously,higherqualitywilltranslatetomore

satisfiedcustomerswhocomebackagainandagaintopurchaseyourofferings.

y Presence -prominence in thepaid andunpaidmedia;productsor serviceswith a

high-profilemarketpresencewillleadtobrandrecognitionandincreasedsales.

y Awareness-top-of-mindawareness,residualawarenessandrecognition,whichare

directly related topresence; thehigher youroffering's awareness, thebetter your

salesresultswillbe.


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y Reputation-enduringpublicopinionofbrandcharacter,whichisbuiltovertimeand

difficulttochangeonceestablished.

y Image - perceptions of brand traits or prototypical buyers; often represented by

qualitiestheconsumerrelates to.Likereputation, image isdifficult tochangeonce

established.

y Benefits-consumersmayequatecertainpositiveandnegativeconsequenceswith

useofyourproductorservice;thesemaybewarrantedorunwarranted.

y Positioning salience-differentiationfromthecompetition,whichisestablishedbya

combinationofallelementsofthebrand.

y Preference -a predisposition tobuydisplayed by consumerswho are establishing

brandloyalty.

y

Share of market- increasedmarketshareisadirectresultofasuccessfulbranding

campaign.

y Customer commitment - loyalty is built through long -term branding and close

consumercontact.


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Adam & Eve ofAdvertising

History ofAdvertising

Advertisingasadiscrete form isgenerallyagreed tohavebegunwithnewspapers, in the

seventeenthcentury,whichincludedlineorclassifiedadvertising.Simpledescriptions,plus

prices, of products served their purpose until the late nineteenth century, when

technologicaladvancesmeant that illustrations couldbeadded toadvertising,and colour

wasalsoanoption.

An early advertising success story is that of Pears Soap.

Thomas Barratt married into the famous soap making family

and realised that they needed to be more aggressive about

pushing their products if they were to survive. He launched

the series of ads featuring cherubic children which firmly

welded the brand to the values it still holds today.He took

imagesconsideredas"fineart"andusedthemtoconnotehis

brand'squality,purity (i.e.untaintedbycommercialism)andsimplicity (cherubic children).

Heisoftenreferredtoasthefatherofmodernadvertising.

However, itwasnotuntil theemergence of advertising agencies in the latterpart of the

nineteenthcenturythatadvertisingbecameafullyfledgedinstitution,withitsownwaysof

working,andwithitsowncreativevalues.Thefirstadvertisingagency,whichwassetupby

Volney Palmer in Boston in 1841, introduced the commission system to the business by

offering a discount of 25% on ad space in newspapers. This move marked the formal

beginningofspaceselling.Initially,mostadagencieswerenothingmorethanbrokersforad

spaceinnewspapers.Advertiserscreatedtheirownads.N.W. Ayer & Sonbecamethefirst

full-service agency in 1869. These agencies were a response to an increasingly crowded

marketplace,wheremanufacturerswererealisingthatpromotionoftheirproductswasvital

iftheyweretosurvive.Theysoldthemselvesasexpertsincommunicationtotheirclients -

whowerethenlefttogetonwiththebusinessofmanufacturing.


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World War I saw some important advances in advertising as governments on all sides

used ads as propaganda. The British used advertising as propaganda to convince its own

citizens to fight, and also to persuade the Americans to join. No less a political

commentator than Hitler concluded (in Mein Kampf) that Germany lost the war because it

lost the propaganda battle: he did not make the same mistake when it was his turn. One

of theother consequencesofWorldWar Iwas the increasedmechanisationof industry -

andhence increasedcostswhichhad tobepaidforsomehow:hence thedesire to create

needintheconsumerwhichbeginstodominateadvertisingfromthe1920sonward.

Advertisingquicklytookadvantageofthenewmassmediaofthefirstpartofthetwentieth

century, using cinema, and to a much greater extent, radio, to transmit commercial

messages.Thiswasbeginningtoshowsignsofworkingeffectivelyinthe1920sbuttheWall

Streetcrashputanendtowidespreadaffluence,andtheGreatDepressionandWorldWar

Twomeant that itwas not really until the 1950s that consumershad enoughdisposable

incometoreallyrespondtotheneedcreationmessageofadvertisers.

The1950snotonlybroughtpost-waraffluencetotheaveragecitizenbutwholenewglutof

materialgoodsforwhichneedhadtobecreated.Notleastofthesewasthetelevisionset.

InAmerica itquicklybecame thehottest consumerproperty -nohome couldbewithout

one.And

where

the

sets

went,

the

advertisers

followed,

spilling

fantasies

about

better

living

throughbuying across thehearthrug inmillionsofAmericanhomes. The UKand Europe,

withgovernmentcontrolledbroadcasting,wereadecadeorsobehindAmerica inallowing

commercialTVstationstotaketotheair,andstillhavetightercontrolsonsponsorshipand

theamountofeditorial controladvertiserscanhave inaprogramme.This is the resultof

somenotablescandalsinthe US,wheresponsorsinterferedinthecontentand outcomeof

quizshowsinordertomaketheirproductseem,byassociation, moresexy.

Unhappywiththeethicalcompromiseofthesingle-sponsorshow,NBCexecutiveSylvester

Weavercameupwiththeideaofsellingnotwholeshowstoadvertisers,butseparate,small

blocksofbroadcasttime.Severaldifferentadvertiserscouldbuytimewithinoneshow,and

therefore the contentof the showwouldmoveoutof the controlofa singleadvertiser -

rather likeaprintmagazine.Thisbecameknownasthemagazineconcept,orparticipation


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advertising,asitallowedawholevarietyofadvertiserstoaccesstheaudienceofasingleTV

show.Thusthe'commercialbreak'asweknowitwasborn.

History ofAdvertising in India

TherehasbeenalongtraditionofadvertisinginIndiasincethefirstnewspaperspublished

inIndiainthe19thCenturycarried advertising.Thefirstadvertisingagencywasestablished

in1905,B.DatramandCompany,followedbyThe India -AdvertisingCompanyin1907,the

CalcuttaAdvertisingagency in1909, S.H.Bensen in1928, J.WalterThompsonAssociates

through its Indian associate, Hindustan Thompson Associa tes in 1929, Lintas (Lever

international Advertising Services) in 1939 and McCann Erikson in 1956. Advertising

expenditurein the1950swasestimatedat $US300,000. Underthemoresocialistpolitical

environmentof the1960sand1970stherewas little inc entivefor companies toadvertise

because advertisingwas not taxdeductible. In the 1970s therewas a 58% growth in the

numberofregisteredagenciesfrom106in1969to168in1979,andthisincludedagrowth

inIndianagencies.Thefirstadvertisingappearedonstatetelevisionin1976.

With the opening of the economy in the 1980s there was a growth in the number of

alliances with multinational agencies and an expansion in advertising though foreign

networkparticipation inagencyownershipwas limited. In1987HindustanThompsonwas

affiliated to J. Walter Thompson. Lintas, the 2nd ranking agency, held only 4% of its

subsidiary,asdidOgilvyandMather.SaatchiandSaatchi/Comptonhadminorityinterestsin

ComptonasdidLintas.Astudydone in1984o f the largest companies in India found that

theratioofadvertisingexpendituretosaleshadrisenfrom.64in1976,to.71in1980to.74

in 1984. Foreign controlled corporations had the dominant share of total advertising

expenditure,and80%of thesewere in the consumergoods sectors.Advertising wasvery

concentratedwith the top 50 advertisers accounting for 80%of the advertising spending

and the top 10 advertisers made up 40% of that figure, 32% of the total. The largest

advertiser throughout the period was Hindustan Lever which was nearly 10% of the

advertisingbudgetofthecorporatesectorcompanies.

Advertising is about norms and values, aspirations and p rejudices. It is about culture.

- Anil Ambani


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Whenpeoplethinkofadvertisingtheyimagineanadvertisementisfortangibleobjects.

But thesedays thisperception isheldwrongasmanyadvertisements sellservicese.g.

Banks,insurance,restaurantsetc.

4. Identified sponsor: Advertising tries to influence the recipient of the message.

Advertising wants the sponsor of the message be known. Advertisement without an

identifiedsponsorisawastefuluseofadvertisingbudget.Theadvertiserisinterestedto

identifyhisproductwithmakerandthe makerwiththeproduct.


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IMPORTANCE OF ADVERTISING

Backin1950s,itwassaidthatdoingbusinesswithoutadvertisingislikewinkingatagirlin

thedark;youknowyouwhatyouaredoing,butnobodyelsedoes.Themessage was:'Come

on,turnonthelight,itpaystoadvertise'.Today,inthiscomplexworldamidstheavyrushor

everything, having a densely crowded scenario of multiple ads even winking in broad

daylightgoesunnoticed.Sinceeveryoneisadvertising,theidea istodoitwithinnovation.

Advertising isof immenseutilityboth to largeand smallbusiness.There canbenodoubt

thatadvertisingeffortswouldresultincreationofadditionalsales.Allformsofpromotionof

saleofgoodsisinonewayortheother,supportedbyextensiveadvertisingcampaign.Itis

notpossibletoimaginesurvivalofanybusiness,whichisinthebusinessof"makeandsell"

intheabsenceofadvertisingefforts.Advertisinghasextendeditscoveragetoincludenon-

businessenterprisesalsoe.g.PublicWaterWorksadvertisestheneedtopreserveprecious

water and to cultivate thehabitofdrinking cleanwater free fromany form ofpollution.

Countless illustrations canbeprovidedwhereinnon-business enterpriseshave recognised

theimportanceofadvertisingandtheiruseitasatooltopromoteideasandservices.


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Advertising is an economic activity and itgenerates employment. Thousandsofmen and

women are directly or indirectly, employed in professional advertising. Advertising is an

economic proposition. People who invest their money in advertising anticipate positive

results.Hence,advertisingmustberesult-oriented.Everynewspaperormagazinesurvives

ontheadvertisementsthatitreceives.Advertisementsaredefinitesourceofrevenuetothe

publishers.Becauseoftheadvertisementsinsertedinnewspapersandmagazines,theyare

sold at lower price, which can be afforded by the public. Advertising is of paramount

importance because it creates better-informed public by making available innumerable

publicationsatanaffordableprice.Consideringtheresponsethatadvertisementsgenerate,

itcanbestatedthat"advertisingdoesnotcosttoomuch". Inoldertocutdownproduction

cost per unit there is a need to increase the total sales turnover. When overall sales

increase,productioncostperunitisautomaticallyslashedandmorepeoplebuythegoods.

Apart from towering production costs, advertising also pays for entertainment and

educationthroughuseofmedialikeradioandTV.

Consumeristhekinginthemarket.Hecannotbecompelledtobuyanything.Atthemost,

he can be persuaded to patronise a certain brand. It is here that advertising plays a

prominentrole.

There is no standard format to be followed to make advertising liked by every person.

Advertising isacreativefield. Individual likesanddislikesdeterminesuccessofadvertising

oritsfailure.Advertisingscoresoverpersonalsellingbecauseitprovidesfreedomofchoice

totheconsumer.Decisiontomakepurchasesisindependentlyarrivedatbytheconsumers.

Nocivilisedsocietycanrecordconstantprogressandensurebetterstandardoflivingtoits

peopleintheabsenceofinformationandeducationprovidedbyadvertising.


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Dus Ka Dum

10 Reasons to Advertise

y Advertise to

R

each New

C

ustomers

Yourmarket changes constantly.New families in theareameannew customers to reach.

Peopleearnmoremoney,whichmeanschangesinlifestylesandbuyinghabits.Theshopper

whowouldn'tconsideryourbusinessafewyearsagomaybeaprimecustomernow.

y Advertise Continuously

Shoppersdon'thavethestoreloyaltytheyoncedid.Youmustadvertisetokeeppacewith

your competition. The National Retail Merchants Association states: "Mobility and non-

loyaltyare rampant. Storesmustpromote toget formercustomers to returnand toseek

newones.

y Advertise to Remain With Shoppers Through the Buying Process

Many people postpone buying decisions. They often go from store to store comparing

prices, quality and service. Advertising must reach them steadily through the entire

MarutiAdvertisingExpenditure-195cr

Thecompanysmarketsharehasimprovedby2%andthatthecompanynowhasa59%

shareofthemarket.

www.moneycontrol.com, www.televisionpoint.com

BhartiAirtelAdvertisingExpentidure-240crin2007

BhartiAirtelretainsitsno.1position

Thetotalrevenueinhasgrownby38%toRs96.33billion.

Bhartiat2009endhadasusbcriberbaseof106million.

www.bharti.com, www.televisionpoint.com


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y Ad

tis

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us

k

h

is Alwj l

s Busin

ss to G

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t

Yourdoors are open. Salespeople are onthe payroll. m venthe slowestdays produce sales.

As long as you're in business, you've got overhead to meet and new people to reach.

Advertising cangenerate customers now .andinthe future.

y Adn

o

tiso

to Ko o

p

Ho

lth

Positin

o

o

Ina competitive market,rumors andbadnews travelfast.Advertising corrects misleading

gossip,punctures overstated"badnews.Advertisingthatis vigorous andpositive canbring

shoppers intothe marketplace,regardless ofthe economy.

y Ad

tis

to Mz

intz

in E { plo|

Mo z

l

When advertising and promotion are suddenly cut or canceled, salespeople may become

alarmed and demoralized. They may start false rumors in an honest belief that your

business is introuble. } ositive advertisingboosts morale.Itgives your staffstrongadditional

support.

Tata ~ otors Advertising

penditure - 180 crin 2007

Consolidated evenue in 2006-07 grows by 36 to s.36987.82 crores

Consolidated } rofit s.2169.99 crores,upby 26

www.tata oto s.co www.televisionpoint.co

okiaAdvertising penditure - 180 crin 2007

okia Q4 2007 results claims 40 percentrise inprofits

www.fonea ena.co www.televisionpoint.com

The headlineis themostimportantelementofan ad. Itmustoffera promiseto the

readerofa believable benefitanditmustbe phrasedin a wayto makeitmemorable.

- Morris Hite


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Advertising as a Romance

Advertising,initsprofoundanddeepsenseoftheterm,remindsyouofalltheembroidered

drama, inflated emotions, mellifluousjingles and colourful myriad pictures that form a

beautiful collage of incidents and brands and consumer and the beautiful relationshipof

romancethattheyshareismanifestedthroughthispatchwork.

TakeabrandlikeCadburys;wontyousayyouloveCadburys? Wontyoufeelclosetothis

brandsomethingthatyouarepossessiveabout,somethingthatyoucanidentifywithand

feelcomfortablewith?Andhow! ImagineasituationwhereCadburywouldnothavebeen

advertised!Wouldyoufeelthesameconnectionthatyoufeelrightnow?No!Somewhere

lines likekuchkhasshaizindagimein,Asliswaadzindagika, khaanewalonkokhaanekabahanachahiye,rishtonkimithaasetchaveetchedinourminds.Wefeelnostalgicwhen

werecollectthegirldancingonthecricketfieldintheCadburyad,ourmouthwaterswhen

werecollecttheswirlingmeltingchocolateshownjustbeforetheCadburypackshotThus

advertisingisthatmagicalelixirofromancethatcreatesthesparksbetweenthebrandand

the consumer. Since ages, advertising is used as a medium of communication.However,

todaythismedium isnotjust that. Itisameanstofeelemotions, indulgewiththebrands,

create rippling effectson the consumer and above allmake them feelwarm, specialand

important.

Advertising takes the consumer

through that romantic journey

where the consumer first gets

acquainted with the brand, then

tries to find more information

about the product, makes the first

purchase, expresses his likes and

dislikes, and after he likes, he

becomes a brand loyal customer.

Later discounts and other offers

make him feel special and wanted


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andthustheromanticjourneyofthebrandandtheconsumercarriesonfortherestofthe

life.

Whenoneconsidershighinvolvementproducts likeacaroradiamondset,peoplecollect

more information as theyare in theprocessofmakingapurchasedecision.One canjust

imaginethequixotic,dreamyandindulgingprocessofawomanbuyingadiamondset(say

for instance Nakshatra diamond). Since it is popularly and truly said that diamonds are

womensbest friend the romanticbuyingjourney isevenmoreexciting.The lavishand

extravagant Aishwarya Rai Nakshatra diamond TVC creates the first bounce of mawkishfeelings towards the brand as we repeatedly see the ad with glaring eyes. It is notjust

wishfulanddreamybutestablishesaspaceinyourheartthatlightensupeverytimeyousee

thead. Justimaginethesentimentsintheconsumersheartwhenheorshehasjustbought

Nakshatradiamondearrings.Itisthisparticularfeelingthatadvertisingslogstocreateinthe

heartoftheconsumers.Itisthatmomentwhenyoucomehomeandadoreyourselfinthe

mirrorwiththoseearringsandthehappinessyoufeelisthesamewhenyouarebeingloved

byyourspecialsomeone

Many criticize that advertising lures customers into a pit of false dreams and hopes. But

doesnt advertisingoffer a stage for you to romancewith your favorite brands,watching

them evolve, feeling connected with the characters in the ad, dancing with imaginations

about the product, flauntin g your purchases, loving your brands, creating long lasting

relationships with things you use, feeling nostalgic, experiencing emotions and above all

makingyoufeelsospecialagainsttherestoftheworld!

Many a small thing has been made large by the right kind of advertising.

-

Mark Twain


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My Name isAd-amant

Building Brand Personality

Human beings have a personality, which is essentially a summation of traits. Brand

personalitycanbedefinedinseveralways,withemphasisonemotion,humanandtangible

aspectsofthebrand.Itcanalsobedefinedassumofthetangibleandintangible aspectsof

thebrand.Even for industrialproduct likesteel,SAILusesemotional connectwith 'punch

line'thereisbitofSAILineverybody'slife. Brandpersonality,isprocessoftransformingthe

brandintoapersonorhumanizing thebrand. Thusbrandscanalsohavecharacteristics(Ex:

Sex, Gender, skills & abilities etc). Marketers deliver the personality using advertising,

features,packagingetc.

Brand personality enables to establish relationship between brand & consumer with

emotionalcontent. Thedegreeofproximitybetweenbrandandconsumerpersonality,will

influence the purchase intension and brand loyalty. Brand personality should not be

confusedwithtargetaudiencecharacteristics.Personalitymaybeexistingoraspirational.

Forexample:Advertisementelementssuchasselectionoftheendorsersandexecutionetc.

deliveredtheBrandpersonality. UsingofFilmstarsfortheLuxbeautysoapislogicalandthe

attractiveness of celebrity is high. This is critical and leads to credibility. Endorser

personalitygetstransferredtothebrand.Thumbupsoftdrinkhasdistinctpersonalityowing

to chivalry basedads,which also communicatesaboutuser imagery.Ads formultiutility

vehicleslikeMahindraScorpio,showstheruggednesspersona lity.

Endorser

Theselectionofanendorseriscritical,asthepersonalityoftheendorsercangettransferred

tothebrand. Usingcelebritiesasbrandendorser hasadvantages & disadvantages.Celebrity

enjoysinstantrecognition & goodwillthatcanbetransferredtothebrand.

Promise, large promise, is the soul of an advertisement.

- Samuel Johnson


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Sachin,ShahrukhKhanandBig'B'endorsenumberofbrands. Choosingtherightcelebrity &

leveringtheirqualities is important,otherwisecelebrityendorsementmayendupasfutile

exercisealsoinvolvingwastageofmoney.

Sachin stands for style, power play, technique and excellence or performance. Sharukh

Khanrepresentsenergy & entertainmentandstyle. Theycutacrossalldemographicgroups

andhavemassappeal.

Endorser stands for certain favorable valuesof thebrand suchasperformance, styleand

reliability etc. Personality of the brand and celebrity should complement each other.

Reliablecelebrityensuresinstantawareness,acceptabilityandpositiveattitudetowardsthe

brand,which is precursor tobuying. This willbe provide much needed assurance to the

consumersandalsoprotectbrandimage & values.

User Imagery

Itdescribeswhoorwhat typeofperson,mightusethatproduct/brand. Somebodymay

identifyhimselfasMercedesownerorVolvodriver. Userimageryalsocommunicatesabout

the lifestyleoftheuser. Userimageryresults inuser-driven imagewhich istransferred to

the Brand. Brand personality needs to be updated with change in user imagery and

informationsothatthebrandremainscontemporaryandrelevant.

Kingfisherattaineddistinctpersonalityas fun, frolicand lively supportedby their ads and

event sponsorships. Smirnoff attained youthful and innovative personality and all their

innovative promotions are in tune with the brand personality. MTV has become coolest

brandamongtheyouthaschannel,withsensiblepromotions (MTVYouthIconAward)and

believedintalkingtotheaudience/youthandlocalization ofthecontent.

Tangible aspects of the Brand

Brand'stangibleaspects likepackageandotherelements likepricearealsokeyelements.

Nirma's price & transparent package, Yellow colour of the detergent powder, symbolize

'DowntoEarth'personalityofNirma.


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Smell package of Medimix and Mysore Sandal (including soap shape) gives distinct

personalitytothem. AbsoluteVodka,transparentliquidandshapeofthebottleplayedkey

roleinbrandpersonality.

Symbols & Logos

Symbols can also be used effectively to communicate brand values and characteristics.

Mascotsmayalsobepartofthelogoofabrand.

LICusedhandsof logowhererepresentssafety, UTIhas 'Kalash'as it isconsideredsacred

and signalsgood things. RoyalStagbranduses 'Horse' symbolizingnaturalnessandpurity.

Britannialittleheartsuses'heartlogo'symbolizing loveandaffection.

Slogans / Punchlines

Slogansenhancebrandrecallandhavestronglinkagewithbrand'sessence/keyvalues.

Executional Elements:

Consumershaveactualand idealselfconcept,whichhasbearingonbuyingbehavior. Self

conceptissortofindividualperceptiononhis/hercharacteristics,abilitiesetcandalsowhat

othersopiniononhim/her is there.Theproximitybetween self imageandbrand's image,

willdeterminetheattitudetowardsthebrand.

Theproblemariseswhenbrand self image isnot in syncwith thatof consumerand vice-

versa. Theneedarisestodeterminethebrandpersonality(existing)andchangeitsoasto

matchwith thatof consumer self image. For example,Brandwhich is considered as old,

cannotbetargetedtoyoungtargetaudience.

Incaseof incongruence,Advertisingneeds tohighlight functionalaspects,andemph asizebrandimageincaseofimagecongruence.Thusbrandimagemaybecomedominantfactor

influencing buyer behaviour. It also helps to nullify the weaknesses of the brand

contributingtopoorperception.


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Black and White

Advertising Realities and yths

Advertisingover theyearsandageshasbeenusedasapenetrable forcewith thehelpof

which the marketer not only communicates but also achieves the desired level of

marketability for his entire range of products and services. Although this is a very valid

contentionyet,advertisingsuffersfromcertainrealities,whichcomesontheforefront.

From thepointofviewofrealities,althoughadvertisingattractsFinancialExpenditureson

the part of advertiser and in turn stimulates customer involvement and customized

interaction and this ultimately contributes towards the growth of overall Economi c

Activities. Thiskindofasituationstimulatesthe industryArenaandcalls formarketers to

thinkinapositivedirectionasfaraspositiveadvertisingisconcerned.

Advertising has a definite positive impact on the overall marketing scene the world o ver.

Of latewehave had instancesof variousproducts/brands in thedifferentmedia sources

whereithasbeentheadvertisement,alonewhichhasbeenresponsibleforstimulatingthe

productSales.

Brands like Sun Silk Shampoo, Maybelene Lipsticks, Tata Indica Automobiles, Hyundai

Santro Zipdrive, Colgate range of oral care products, Gillette range of shaving products

and so on are some of the examples coated where the role of advertising has had a

positive direction over the entire market place.

But there is a darker side of the story as well. It has been often argued/debated that

"Advertising stimulates wasteful expenditure and increases the burden on the consumer".

Let advertisers spend the same amount of money improving their product that they

do on advertising and they wouldn't have to advertise it.

Will Rogers


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Onthebasisofassessmentithasbeenfoundthatthemoneyspentonadvertisingmethods

is ultimately added up or a percentage on the product manufacturing cost and this

ultimately leads toenhancementof the finalpricevalue.This isaknownfact toeachand

every individualbutmyquestion is - "Can we really do without advertising?" Therefore,

the concept of advertising giving rise to wasteful expenditure is probably a way of looking

at it from an individual angle.

All these facts definitely stimulates our thinking process that despite advertising being

criticizedsoforcibly,how is thatmarketersstillrelyupon itasan importantaspectof theforth 'p' of the marketing mix. All this therefore gives us a lot of food for thought that

advertisingalthoughhavealotofprosandcons,yetitisoneofthoseareaswhichcannotbe

undermined/overlooked by a marketer as far as marketing of products and services are

concerned.

Koffee with Sawant

Asapartofthebrainstorming sessionfortheproject, SagarSawanthappenedtomeetSahil

Gambhir overa cupof coffee.Therewere lotofquestionsonadvertising in Sawantsbig

mindwhichthechocolateboySahilwasveryconfidentofanswering(theconfidencecame

from Close-Up). And the lightening conversation struck. There were some things that

advertising,byitself,can'tdo.Let'sdispelafewofthemostcommonmisconceptions.We'll

callthemadvertisingmyths.

Theexcerptsfromtheirconversationaredetailedbelow.

Myth #1:Ifaproductisn'tsellingwell,advertiseit.

Advertising-eventhemostclever,funniest,mostexpensiveadvertising-can'tmakepeople

buysomethingtheydon'twant.Itcancreateawarenessofaproduct,itcanevengetpeople

to come see the product. But if people know that they don't like or need the product,

Advertising is the art of making whole lies out of half truths.

- Edgar A. Shoaff


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advertisingwon'thelp sell it. In fact, advertising can backfire: You could end up drawing

attentiontothefactthatyoucarryunwantedgoods.

For example, look at a choice facing an electronics store. Should it advertise its wide

selectionofnew,hotelectronic gamecartridges?Orshould itadvertisethosehi-fineedles

and stereo speakers thatare stillgatheringdustwith thehopeof finallyunloading them?

Thestoreisalreadytakingalossonthepurchasepriceoftheoldermerchandise;shouldit

thenadvertisetheselosers,andthusincreaselossesofbothmoneyanditsimageasastate-

of-the-artelectronicsvendor?

Whynotadvertisethebestitems,theproductleadersthatwilldrawpeoplein.And,maybe

some of theoldermerchandisewillbe seen andpickedup atno further expense to the

business.

Myth #2:Advertisingcancreatesales.

Manypeoplethinkthatadvertisingisthesamethingasmarketing.Orthatadvertisingisthe

sameasselling.Orthattheyareallthesamething.Marketingencompassesalltheactivities

that are entailed in moving your product from creation to purchase, from research to

packaging. Marketing looks atproduct, price,promotion and placement factors; you will

hearthesereferredtoasthe"4PsofMarketing."

Advertisingisonewaytoteachpeopleaboutyourproduct.Youcanuseittocommunicate

whataproduct is,how itwillfillaneedorenhancelife,howmuch itcostsandwherethe

buyercangetit.Youcanuseittodifferentiateaproductordevelopanimage. Butit'sgood

marketing - the overall strategy that might include advertising - that can (and should)

produce in sales. Good advertising can create traffic, interest or an image. It can even

positionyourproductinrelationtothecompetition.But,byitself,advertisingcan'tcreatea

sale.

We want consumers to say, 'That's a hell of a product' inste ad of, 'That's a hell of an

ad.

- Leo Burnett


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Whynot?Becausetheothermarketingcomponentshavetoworkwithit.Peoplemaywant

aproducttheyheardadvertised,buttheywon'tbuyitunlessthey:

y canaffordthepricethathasbeenset,

y

findtheplacetheycanpurchaseit,and

y liketheproduct

Myth #3:Advertisingcanmanipulatepeopletobuy.

Ifthismythwastrue,thensomeadexecutivesomewherewouldhavethesecrettosuccess.

Ifasecret to successexists,whydo 80percentofnewproducts fail?Whydoestablished

products drop from sight? People have needs for products and services, but they have

choicesonhow tofillthoseneeds.Theirdecision tobuyyourproductwillbebasedupontheirbeliefthatwhatyouoffersatisfiestheirneed.Itwillalsobebasedupontheirreadiness

tobuy.

Myth #4: Advertising'seffectspersistfordecades.

Coca-Colaiswell-knownbynearlyallconsumersduetoitslongevityinthemarket.Butisit

the advertising thatdrivesCoke'smarket shareor is it simply that some people love the

flavor?The formerstatement leads to themisnomer thatsome long-survivingbrandsare

still around because they have been heavy and consistent advertisers, which drives a

dangerous tendency to conclude that consistent advertising over an extended period of

timeequatestolong-termbrandsuccess.

Myth #5: Evenifadvertisingdoesn'tworkatfirst,repetition willensureultimatesuccess.

The "frequency" part of the reach-and-frequency formula guides how many times

consumersneed to seeamessage tofullyabsorb it.Asaresult, ifanaddoesn't resonate

well with an audience, advertisers will sometimes blame lack of sufficient frequency,

concludingmistakenlythatmorefrequencywillsolvetheproblem.


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Myth #6: Threeexposuresareenoughforeffectiveadvertising.

Speaking of frequency, there is a long-held belief that three impressions areoptimal for

viewing an ad, after which effectiveness of that ad drops off. The first ad would draw

attention, thesecondwouldstimulate interest,andthethirdwouldpush theconsumerto

buy.

Myth #7: Humorinadvertisingtrivializesthemessage.

Humor inadvertisingisoftenweaklyrelatedorevenunrelated tothebrand,leavingsome

advertising professionals to question whether humor gets in theway of the message. In

reality, humorous ads may do several positive things, including relaxing an aud ience,

openingtheirmindtothemessage,distractingthemfromcounterarguing,andleavingtheminapositivemood.Indiscriminantuseofhumor,however,maydomoretohinderthanhelp

theacceptanceofthemessage.

Myth #10:Sexsells.

Or does it? Ads centered around sex appeal draw attention, but not always positive

attentionthatstimulatesthedesiredperceptionsorbehavio urs.

Myth #11: Uniquecreativeexecutiondrivesresults.

Constantlypressuredtothinkoutsidethebox,manyadvertisers(and theiragencies)believe

that ads must be entirely unique to capture attention. There is no scientific correlation

betweenuniquenessof themessageandsalesof theproductbeingadvertised.Novelty in

your message, media, target segment, product, or creative is more likely to foster sales

increasesthansimplyincreasingadintensitywould.

Myth #12: Advertisingisveryprofitable.

Thereisawidelyheldassumptionthat,withallthemoneyspentonadvertising,itmustbe

very profitable,or companies wouldn't be spending such large sums on it. In reality, the

huge levelsof spendingaremore likelya reflectionof continuationofpastpractices than

superiorROI.


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Advertising as a Curse

Criticism for Advertising

WhenSahilGambhirandSagarSawantwashavingtheconversationonAdvertising Realities

and Myths, Tauseef Ansari was reading lots of stuff to know about Why Advertising is

expenditure? Hewent to the library for looking out goodbooks which wouldhelp us in

arriving at some concretematerial.Andhis searchwenton formanydays.Hepickedup

F AQs in Marketing by Philips Kotler, then The End of Marketing As We Know It by

Sergio Zyman..Gosh!!! It was tough to come across good material which woul d

criticiseadvertising.Finally,adjvufeelingcameonhimandherealisedthathehasseena

book titled The Fall of Advertising and the Rise of PR by Al Ries and Laura Ries. This

sectiondealswithdetailedunderstandingoftheauthorsviewonad vertising.

RenownedmarketingstrategistAlRiesandhisdaughterLaurabelieveinthepowerofpublic

relations. Intheirbookentitled The Fall of Advertising and the Rise of PR ,theyeffectively

argue thatpublic relations techniques should be the tools of choicewhen establishing a

brand but fall short in their advice that advertising should only be used as brand

maintenance.

Theauthorsbegintheirbookbyexplainingthatthegoldeneraofadvertisingisover.During

thisgoldenera,theyearsfollowingWorldWarII,advertisingvolumeincreased.Later,with

theadventof television, the amountof advertisingexploded.The authors claim that it is

becauseoftheinfluxinadvertisingvolumethatitseffectivenessdeclined.

Another reason advertising lacks effectiveness, the duo argue, is that the advertising

industry has lost its focus. They claim that advertisings purpose has shifted from

generating sales to generating creative ads. The authors assert that advertising agenciesare more concerned with winning awards than anything else. They mention that the

average advertising agency spends more money on award entries than on independent

consumerresearch.


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The main point of The Fall of Advertising and the Rise of PR is that public relations

methodologies are extremely effective at building brands and advertising is incapable of

buildingabrand.

Ries and Ries propose that advertising has lost its credibility. The authors suggest that

advertising is perceived to be one-sided, biased and company-oriented. Both father and

daughter correctlypointout that consumersare looking for trusted,unbiased, consumer -

orientedcommunications. Onlypublicrelationscanfillthisneed,notadvertising.

Themaingoalofapublicrelationscampaignistogetacompanyanditsproductmentioned

and recommended by third parties. Third parties include newscasts, newspapers and

magazines,whichtendtobeconsumer-oriented.Sincethemedia isnotaffiliatedwiththe

company,peoplearemore likely toaccept theopinionsand idealsof thepublic relationscampaign.A public relations campaign also uses another trusted third party source word

of mouth. Research shows that consumers are more likely to buy products and services

that are recommended by people they know.

Doesadvertisinghaveapurposewhenitcomestobuildingbrands?Yes,bothRiesandRies

suggest that advertisings role is that of a support function and continuation of public

relations. Inotherwords,advertising isnotbrandbuilding, itisbrandmainten ance.As the

authors put it, A brand is born with the capability of creating news. This is the essenceof a new brand. But what happens when a brand grows up? It runs out of publicity

potential.Itisduringthistimewhencompaniesshouldimplementad vertising.

The Fall of Advertising and the Rise of PR effectivelypresentsitsargumentthatonlypublic

relations can trulybuildabrand.Theauthorsdraw from theirprofessionalexperience to

illustratepastpublicrelationsstrategiesthathaveestablishedbrandsandhowadvertising

hastraditionallyfailedatbrandestablishment.However,therearecertaincasesinthebook

thatareuntestedandunproven.Also,someofthesuggestionsby theauthorsareentirely

unrealistic.Regardlessofsuchoutlandishcommentary,TheFallofAdvertisingandtheRise

ofPRwillmotivatepublicrelationsprofessionalsandincenseadvertisingexecutives.


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Primary Research

Weconductedaresearchtofindoutwhetheradvertisingreallybenefitsthebrandornot.

The objective of this research was to find out whether adve rtisement helps in brand

building,but infirstplacewhether itcreatesbrandawarenessamong theconsumers.We

preparedaquestionnairewhereinweaskedtherespondentstoidentifydifferentbrandsin

the given advertisements. The respondents were shown a series of photographs of

advertisement.

In the researchwehelped the respondent to identify theadvertisementand thenhe/she

wasasked to identify thebrand.The responseswhichwegotwere compiledandadetail

reportismadeoutoftheoutcomes.

Thesamplesizeoftheresearchwas60respondents,typicallytheseincludedpeopleofage

group20to50.

Thewholepurposeof thisexercisewas to findout thatafterspendingon advertisement,

whether thebrandisrecalledornot?Thiswillhelpusfindouttheawarenessofthebrandthroughadvertisement.


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FactFiles from Industry Sources

Company: Percept Media Planning

Contact Person: Payal Ramkrishnan, Media Planner

In the conversation with Ms. Payal Pamkrishnan, we came to know the how the whole

advertising industry is working and how

companiesarespendinghugesumof their

revenuesinadvertising.

In the year 2008, Pantaloon has spend

Rs.15croreinAdvertisingtheyhadadopted360degreeapproachpromotionalactivity.

Percept H has handle part of the departmental store campaign keeping the nature of

markets inmind , the company isdeployingdifferentmarketingmix .Theyhave reachout

customer more directly using communication tolls such as rallies, auto advertising &

Banners.Theadsmarked,changefromtheearliercampaign thatshowed familiesnow, Its

featuredtrendyyoungmen & womenwearingthelatestfashion.

In the year 2008 Tata motors has spend Rs 2.5 cr in Commercial vehicle & Rs 5 Cr in

PassengercaronlyinPrintmedia.

Company: Accord Advertising

H

Contact Person: Darshan Mehta

y Croma is about to spend 50Lakhs for its Navratri campaign in Hydreabad, Bengaluru,

Chennai.

y CanaraRabicomutualfundspends1cratPanIndianlevel.

y Hypercity2monthsbackhasspends2LakhinHydrebadforthepromotionofnewoutlet.

y NKGBSlocalbankinPanvelhadspentRs.50000.


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Case Analysis

We were building on our content through discussion and reading when Sagar Sawant said,

"Before reaching to any conclusion right now, we could go through cases. This would give us

a better insight and understanding.

Case I:

Brand: Vodafone

Oneofthebiggestbrandtransitionexercisesinrecenttimes,Hutch,countrysfourth-largest

mobileserviceproviderrenamedtoVodafoneon21

st

September2007.Vodafonehadspend somewhere in the region of Rs 250 crore on this high-profile transition. Vodafone has

acquired67percentinHutchisonEssarfromHongKong -basedHutchisonWhampoa.

But, think of it Rome was not built in a dayVodafone had no options, but to build

the brand Vodafone in a day. When this transition of Vodafone brand was taking place,

there were around 35 million customers using services of Hutch, around 1 0000 employees

working for the company and around 400000 trade partners. Hutchison Essar was

operating in 16 circles. Withsomanystakeholders interest inthecompany,Vodafonehad

todoeverythingovernightwithoutanyhitch.

The Big Idea of the Campaign:

Change is good : Hutch is nowVodafone


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y Television p o otion

tivit

Television &I Films

Commercials withthe utch &ICampaignrevealing

the Vodafone ogo

Television ugCommercials

Televisionpug commercialwhere played24 hourroad-blockon 13 Star channels.

y P int P o otion

l Activit

y M

zine Innovation

The archhada cut-outthroughwhichthe dogonthe 2ndpage seems tobe sittinginapink

kennel


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y Outdoor Promotional Activity

y High-end customers

Personalised Business World Cover

Over30,000keyVodafonecustomersreceivedpersonalizedcopiesofaleadingbusiness

magazinewithawelcomemessagefromVodafone.

Moments Dairy

Sent to select top end customers, the prized Vodafone Moments Diary is true to the

brandsessenceandurgescustomerstomakethemostofeverymoment

Personalised Calendar

AlargersetofthecorporatecustomersweregivenVodafonecalendarswitheverypage

personalizedtotheindividual

Roaming Mailer

Keycustomersweresentpersonalizedgoodstogetthemtojoinintheredfever.About

7000HNIcustomersweresentspecialroamingdirectmailersthatbestsuitedtheirneeds

onbusinesstravelaVodafoneuniversaltraveladapter,whichwassuretocomehandy

wherevertheywent.

Retail Branding

Consumertouch-pointwork

y RechargeandSIMcards

y Leaflets

y Welcomekits,carrybagsandmerchandise


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Afterdoing somuchof romotionalActivity inWhich umungous oney was involvedthe

outcomes were as follows

very touchpointacross Indiaworethe new Vodafone look.

Average reachof 88

amongst Star channel viewers and 82

amongstnon-Star channel

viewers

igh levels of message comprehension with almost universal awareness amongst

people e posedtothe ad

arge amountof

aroundthe 24 hourroadblockonall Star channels

Ma ket Probe Weekafter stud : 21st

Sep 28th

Oct

Vodafone coverage- Qualitative research

The highmediablitz combinedwithknowledge of Vodafones international standingwas

successfulinportrayingthe brandas alarge, confident entity.

The buzzaroundthe brandhas ledto very high e pectations.

Consumers perceivedthe brandtobe growingin strengthand showinggreatpotential.

Consumers welcomed the change with greater sense of pride in associating with an

premium,internationalbrand

The brandhas successfully createdawell-rounded image - combiningwestern values of

professionalism, efficiency,ambitionwithIndianwarmthandfriendliness.

Also conveys a continuation, and not adisruption of the utch e perience use of the

dog).

Source: Q market Research adivisionof Quantum Market Research Pvt. Ltd.


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Vodafone coverage downloads

y In response to the welcome SMS, MMS and bill message, an incredible 9.3 million

customers sent a SMS to 56565 to download the Vodafone ringtone, logo and

wallpapers,in25days

Vodafone coverage - Bu

LaunchwasthemosttalkedabouteventinIndianmedia.

Over450articlesdescribedthelaunchacrosspress

Many televisionbytes,includinganentireepisodeonCNBCcoveringthetransitionasa

casestudy

Ontyping Hutch isnowVodafoneonGoogleeven today relevantsearch results runinto63pages

Vodafone Campaign Coverage

y Secondmosteffectivecampaignoftheyear2007

In a nutshell

35millioncustomerswhohadgrownwithHutch,transitionedtoVodafoneseamlessly

Everycustomertouch-point,fromthelogoson televisiontothestampatthe Vodafone

reception,worethenewVodafonelookfromDay1

Rave reviews from the advertising and marketing fraternity, with Business Standard

ratingitoneofthebestlaunchesoftheyear

GreatappreciationfromtheVodafoneworldwideboardandtheproc laimingittobethe

fastest,mostcomprehensiveandmosteffectivelauncheverwitnessed.


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Case II:

Brand: Amul Butter

50 years after itwas first launched, Amul's sale figures have jumped

from 1000 tonnes a year in 1966 to over25,000 tonnes a year in 1997.

No other brand comes even close to it. All because a thumb-sized girl

climbed on to the hoardings and put a spell on the masses.

Summerof1967:ACharniRoad flat.Mrs.SheelaMane,a28-year-oldhousewife isout in

thebalconydrying clothes. Fromhersecond floor flat she can seeherneighbourson the

road. There areotherpeople too. The crowd seems tobe growing larger by theminute.

Unable to curbher curiosity SheelaManehurriesdown to seewhatall the commotion is

about.Sheexpectstheworstbutcanseenosignsofanaccident.Itisherfour-year-oldwho

draws her attention to the hoarding that has come up overnight. It was the first Amul

hoarding that was put up in Mumbai. People loved it. It was the favourite topic of

discussion for the next one week! Everywhere people went, somehow or the other the

campaignalwaysseemedtocropupintheirconversation

Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, from

strategicallyplacedhoardingsatmanytrafficlights.She is the Amul moppet everyone loves

to love (including prickly votaries of the Shiv Sena and BJP). How often have people

stopped, looked, chuckled at theAmulhoarding that castsher sometime as the coy, shy

Madhuri, a bold sensuous Urmila or simply as herself, dressed in her little polka dotted

dressandaredandwhitebow,holdingoutherfavouritepacketofbutter.

What was so special?

For30oddyearsthe UtterlyButterlygirlhasmanagedtokeepherfanfollowingintact.So

muchsothattheadsarenowreadytoentertheGuinness Boo of World Records forbeing

the longest running campaignever. Theultimate compliment to thebutter camewhena

Britishcompanylaunchedabutterandcalledit UtterlyButterly.

Itallbeganin1966whenSylvesterdaCunha,thenthemanagingdirectoroftheadvertising

agency,ASP,clinchedtheaccountforAmulbutter.Thebutter,whichhadbeenlaunchedin


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1945,hadastaid,boringimage,primarilybecausetheearlier advertisingagencywhichwas

inchargeoftheaccountpreferredtosticktoroutine,corporateads.

InIndia,foodwassomethingonecouldn'taffordtofool

aroundwith.Ithadbeentakentooseriously,fortoo

long.SylvesterdaCunhadecideditwastime forachange

ofimage.

TheyearSylvesterdaCunhatookovertheaccount,thecountrysawthebirthofacampaign

whosecharmhasenduredficklepublicopinion,gimmickryandallelse.

The Amul girl who lends herself so completely to Amul butter, created as a rival to the

Polson butter girl. This onewas sexy, village belle,clothed in a tantalising choli all but covering her

upper regions.EustaceFernandez (theartdirector)

and SylvesterdaCunhadecided thattheyneededa

girl who would worm her way into a housewife's

heart.Andwhobetterthanalittlegirl?AndsoitcameaboutthatthefamousAmulMoppet

wasborn.

ThatOctober,lampkiosksandthebussitesofthecityweresplashedwiththemoppetona

horse. The baseline simply said, Thoroughbread, Utterly Butterly Delicious Amul. The

responsewasphenomenal,theyknewthatthecampaignwasgoingtobesuccessful.

Creating social humour

For thefirstoneyeartheadsmadestatementsof

some kind or the other but they had not yet

acquired the topical tone. In 1967, Sylvester

decidedthatgivingtheadsasolidconceptwouldgivethemextramileage,more dum,soto

say.ItwasadecisionthatwouldstandthedaCunhasingoodsteadintheyearstocome.

In1969,when thecityfirstsawthebeginningof theHareRamaHareKrishnamovement,

SylvesterdaCunha,MohammadKhanand UshaBandarkar,thenthecreativeteamworking


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ontheAmulaccountcameupwithaclincher--'HurryAmul,HurryHurry'.Bombayreacted

totheadwithafervourthatwasalmostasdevoutastheIskonfever.

Thatwasthefirstofthemanytopicalads

that were in the offing. From then on

Amul began playing the role of a social

observer. Over the years the campaign

acquiredthatallimportantAmultouch.

India looked forward to Amul's evocative humour. If the Naxalite movement was the

happening thing in Calcutta, Amul would be up there on the hoardings saying, "Bread

without Amul Butter, cholbe na cholbe na (won't do, won't do). If there was an Indian

AirlinesstrikeAmulwouldbethereagainsaying,IndianAirlinesWon'tFlyWithoutAmul.

Therearestoriesabout thebutterthatpeople like torelateover cupsof tea.Forover10

years,fewpeoplestartedcollectingAmulads.Whatdoestheydowiththeseads?Theyhave

madeanalbumofthemtoamusetheirgrandchildren.Theyarealmostpartofourculture,

aren'tthey?Eventheirgrandchildrenarealreadybeginningtorealise thattheseadsarenot

justasourceofamusement.Theymakethemawareofwhatishappeningaroundthem.

Thecompanyranacoupleofadsthatcreatedquiteafurore.TakeanexampleofanIndian

Airlinesonethatreallyangeredtheauthorities.Theysaid if theydidn'ttakedowntheads

they would stop supplying Amul butter on the

plane. So ultimately they discontinued the ad.

Then therewas the timewhen theAmulgirlwas

shown wearing the Gandhi cap. The high

command came down heavy on that one. The

Gandhi cap was a symbol of independence, they couldn't have anyone not taking that

seriously.Sodespitetheirreluctancethehoardingswerewipedclean.Thentherewasanad

during the Ganpati festival which said, Ganpati Bappa More Ghya (Ganpati Bappa take

more).


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FromtheSixtiestotheNineties,theAmuladshavecomealongway.Whilemostpeople

agreethattheAmuladswereattheirpeakintheEightiestheystillmaintainthattheAmul

adscontinuetoteasealaughteroutofthem.

Where does Amul's magic actually lie?

Manybelievethatthecharm lies inthecatchylines.Thatwe laughbecausethehumour is

whatanybodywouldenjoy.Theydon'tpandertoyournationalityorcertainsentiments.Itis

pureandsimple,everydayfun.

What is the bottomline?

Amul, a brand owned by the GujaratCooperative Milk Marketing Federation

(GCMMF), is the top Indian brands,

according to Asias Top 1,000 Brands, a

survey by media, advertising and marketing magazine Media, brand consultancy Asian

IntegratedMediaLtdandmarketresearchcompanySynovate.

Amuls strategy ofusing umbrellabranding is the strength comes from consistency, trust

andrelevanceoftheirproducts.

Amulsadvertisingandmarketingspendhasneverexceeded1%ofitsrevenues.Mostother

foodcompaniesspend6-7%ofrevenuesonadvertisingandmarketing

They(GCMMF)arenotbigspenderscomparedtoBritanniaorNestle..Despitealimited

budget,Amuls creativesin the formofbillboardsor theTasteof India campaignhave

always managed to evoke a larger-than-life brand feel, consistency and spirit of Indian

cultureinacontemporaryway.

GCMMF,asper2006-07hasearned Rs4,200 crore inrevenues, launchedmorethantwo-

dozenproductsinthepasttwoyears.


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Conclusion

After rigorous reading, discussion and extensive researchstill the topic was very

debatable as to Advertisement Expenditure: An Expenditure in waste or Investment in

Brand Building??? The research conducted had lot more valid points in favour of

advertisementasinvestment.Theexpenditureinadvertisementmaylooklikeawasteinthe

earlystages,butinthelongrunitisconsideredtobeaninvestmentprovidedyourbrandis

worthy.

For building a brand, traditional 4 Ps by Philip Kotler are the essential ingredients.

AdvertisementthoughmaysoundaverysmallpartofPromotion,butitcannotbeneglected

byanymeans.AsithasmadewonderstomanyBrandsacrosstheglobe.

Formostofthecompanieswhoseexamplesarequoted intheresearch ithasbeenproved

that all the investment made in advertisement isjustified. Even companies like Amway,

whichhasNetworkMarketingasabusinessmodelhasnowfelttheneedofadvertisingfo r

reachingouttoprospectivecustomers.


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