Assignment3_Group4

Assignment 3 Advertisements

Part 1

Part 1

Informative Advertising 

Informative advertising aims to create brand awareness and knowledge of new products or new features

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Ads are easily decipherable

Heinz Ketchup Heinz

is creating the awareness that there ketchup is made of pure tomato and no one else is as good at it as they are Encoding Encoding –   – Heinz Heinz

has not explicitly mentioned about tomato but there iconic bottle has been structured with cut tomato is telling the message Media Media –   – Print Print Decoding Decoding –   – The The

cut tomato is deciphered by the consumer as the Heinz ketchup is made by pure tomato and it is the best Brand

Awareness

McDonald’s Free Wi-Fi Wi-Fi McDonald’s

is providing free Wi -Fi in its i ts stores

Encoding Encoding –   – Wi-Fi Wi-Fi

symbol is made with its iconic

French fries Decoding

- Customer will will recall while ordering a French fries in McDonald’s that they can use the free Wi-Fi New

feature in McDonald restaurants

B&B Hotels B&B

Hotels provide you cheap accommodation and breakfast Encoding – Beds

mattress sliced into two representing bread slice, the blanket as the cheese slice and the bedsheet and pillow as the egg fry Decoding – Buyer

will remember that while booking a hotel that in B&B hotels they will get both Bed and the breakfast!!!!! Brand

Awareness

Persuasive Advertising 

Persuasive advertising aims to create liking, preference, conviction and purchase of a product or service

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It tries to elicit cognitive and affective motivations simultaneously

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Contents are wrapped, consumer need to be analytical to understand the intended message of the advertisement

Shchusev Museum of Architecture - “Discover the Full Story” The

Museum holds a collection reflecting the thousand-year architectural heritage of Russia. Encoding – The

Ad demonstrates that beneath the facade of every building lies an entire history. What most people know about this history is just the tip of the iceberg. Decoding – Tourists

realize that the Museum offers the history of Moscow and the city’s architectural heritage and they will learn the full story of the city’s buildings.

Chupa Chups Chupa

Chups lollypop is sugar free

Encoding – Even

if the Lollypop is placed on the path of ants they are bypassing it Decoding – Buyer

will realize that sugar is ants’ favorite food and ants’ can find even the tiny sugar particle, but this lollypop is so sugar free that ants are avoiding it

Colgate Floss Colgate

floss is so effective that it can remove tiniest food particle in between teeth Encoding – Strawberry

has these small particle in its skin and the Colgate floss is able to remove them Decoding – Consumer

will realize that Colgate floss is very effective in removing the tiniest and trickiest food particle stuck in the mouth

Comparison Advertising 

Comparative Advertisement is a kind of persuasive advertisement

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It explicitly compares the attribute of two or more brands

Pepsodent vs Colgate

Pepsodent

is comparing its toothpaste with Colgate toothpaste Encoding – Pepsodent

users has no toothache and they can eat syrupy cakes Decoding – Consumer

believes that Pepsodent provide more germ protection and for longer time period than Colgate

The Hindu vs TOI Newspaper  The

Hindu is comparing its newspaper with Times of India Encoding

- It is highlighting its superior quality News content over TOI’s shallow quality News Decoding – User

will realize that there is also News beyond Bollywood sensation and page 3 party news of TOI

Burger King vs McDonald’s Burger

King try to say it’s burgers are better than McDonald’s burger  Encoding – Even

Ronald McDonald – Mascot of McDonald’s Burger - buys burger from Burger King Decoding – Consumer

will identify the character in the ad who is wearing the rain coat as Ronald McDonald

Reinforcement Advertising 

Reinforcement advertising aims to convince current purchaser that they have made right choice

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It often depicts satisfied customers enjoying their new features

Mercedes Benz  – C class Mercedes

Benz is showing a happy customer of C class is enjoying its GPS service

Volkswagen Precision Parking Volkswagen

is reinforcing its buyer that the car has precision parking feature Encoding – A

Porcupine is precisely placed/ parked in between a plastic bag full of water and a fish and it’s quill is not puncturing the bag Decoding – Buyer

will be amazed with the precision parking feature of their car 

Diet Coke 

Diet Coke is displaying its happy users partying and enjoying while drinking Diet Coke with no regret

Part 2

SLICE OF LIFE ADVERTISING EXECUTION       

Real Life problem is shown in a dramatic presentation Product advertised represents solution to the problem Four Components: First we have the Encounter  Next we have a Problem Then we move into interaction Last We have the solution

COMPARISON

Launched in India in 2000 as Detergent Powder under P&G

Launched in 1959 in India as FIRST Detergent Powder under Unilever 

AD - “CHAUNK GAYE ?”

AD – ”DAAG ACHHE HAI”

This Media Ad keeps the viewers in suspense and only reveals the idea at last

This Media Ad reveals the idea right from the start and only reveals the product at last

LIFE STYLE ADVERTISING EXECUTION   

Shows how well the product will fit in with the consumer’s lifestyle. Tries to sell an image and identity, rather than a product Tend to focus on what kind of person would buy the product, rather than the product itself.

COMPARISON

Launched in India in 1995 as GAURSONS INDIA

Launched in India in 1995 as GAURSONS

AD - “KAMAL MISHRA”

AD – ”SHEHER MEIN APNA GHAR HO TOH”

This Media Ad tries to convince consumers by showing the luxury and happiness they would get because of this Product

This Media Ad tries to attract the middle class people by showing that they can also own their own homes through IndiaBulls Home Loans

FANTASY ADVERTISING EXECUTION    

Style of marketing that uses special effects or caricurates to create the idea of fantasy about the product. Depends on how far a person can imagine beyond the actual world, because there is no limit to be suspended in fantasy world. Consumers can feel a satisfaction that cannot be enjoyed in the real world

COMPARISON

Founded in India in 2007

Launched in 2005 in India as FIRST Det

AD - “YOUR FASHION FANTASY COME TRUE”

AD – ”WILD BY NATURE”

Here it shows how a boy fantasises about being a super star just by wearing the shoe he ordered from Flipkart

Here it shows how a lady fantasises about being with a person just because he was using Wild Stone Deodrant

MOOD OR IMAGE ADVERTISING EXECUTION      

Builds a mood or image around the product such as beauty,love or serenity. No Claim is made about the product except through suggestions. Three basic functions: Increase consumer awareness Convert the awareness into familiarity Use the familiarity to influence consumer buying behaviour 

COMPARISON

Launched in India in 1903 as Indian Hotels Company Limited.

Launched in India in 1934 as Oberoi Groups

AD - “TAJNESS – You can feel it with your Eyes Closed”

AD – “INDIA – By Oberoi”

This kind of Media Ads are focussed on Describing the beauty of the product. Here TAJ is described in a beautiful manner to attract more Tourism

Here also the Media focusses on the serenity That Oberoi Hotels and Palaces provide to attract more tourism.

MUSICAL ADVERTISING EXECUTION 

Ad shows one or more people or Cartoon Characters singing a song about the product

COMPARISON

Launched AD during ICC Cricket World Cup 2015

Launched in India in 2013 as Online Shopping Store under Amazon

AD - “MAUKA MAUKA”

AD – “AUR DIKHAO AUR DIKHAO”

This AD uses Song “Mauka Mauka” to portray the rivalry between India and Pakistan thus attracting viewers

This AD uses song “Aur Dikhao Aur Dikhao” to showcase presence of all types of products in their bouget

PERSONALITY SYMBOL ADVERTISING EXECUTION 

Ad shows an animal character, animated character that represents the product or any real character 

COMPARISON

Launched in India in 2007 as Mobile Operator under Vodafone

Launched in India in 1946 as Milk Products under Amul

AD - “MAKE THE MOST OF NOW”

AD – “UTTERLY BUTTERLY DELICIOUS”

This AD shows a Dog Character portraying the character of the Vodafone India

This AD shows a Girl portraying the character depicting the Product

TECHNICAL EXPERTISE ADVERTISING EXECUTION 

Ad shows the Company’s expertise in making that particular product

COMPARISON

Launched in India in 1982 as Water Purifier under Shapoorji Pallonji Group

Launched in India in 2017 as Premium Mobile Brand under Samsung

AD - “SHUDDH SE JYADA, SEHAT KA WAADA”

AD – “UNBOX YOUR PHONE”

This AD shows expertise of Aquaguard to develop high quality Water Purifier & RO

This AD shows how Samsung has used their expertise to create a Premium Smartphone

SCIENTIFIC EVIDENCE ADVERTISING EXECUTION  

Ad style presents survey to the Viewers why their brand is better than other brands Ad style can also present Scientific Evidences to the Viewers why their brand is better than other brands

COMPARISON

Launched in India in 2017 as Fairness Cream under Patanjali Ayurveda AD - “PATANJALI SAUDARYA KO APNAYEIN, KHOOBSURAT TWACHA PAAYEIN” This AD shows Patanjali Saundarya is better than other Fairness Creams as they contains many Minerals than

Launched in India in 1940 as Malted Milk Hot Drink Brand under GlaxoSmithKline AD – “TALLER, STRONGER, SHARPER” This AD shows how Horlicks is better than its rival Complan

TESTIMONIAL EVIDENCE ADVERTISING EXECUTION   

Features a highly believable or likable source endorsing the product Advertisements are endorsed by Celebrities People also give their views about how much they like product

COMPARISON

Launched in India in 2010 as Dal Brand under TATA Chemicals

Launched in India in 2010 as Sports Shoe Brand under Reebok

AD - “BINA CHAMKE SEHAT CHAMKAYE”

AD – “MORE ENERGY”

This AD shows expert views of Sanjeev Kapoor about how TATA iShakti Dal is better than other Dal

This AD is endorsed by MS Dhoni and it shows how comfortable is the Shoe

Part 3

Effective Advertisements: Television

Why Effective? 

Target Audience- Carpenters, Interior Designers, Architects, Dealers, Household owners who influence choice of adhesive

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Tagline- The Ultimate Adhesive

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USP-The largest selling white adhesive brand in India

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Designing Communication

Message Strategy: Transformational Strategy that Fevicol can join things so strongly that no one can break them.

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Message Source: Shows carpenters working in the background and one of them cooking with egg which doesn’t break.

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Messages given are viral and humorous in nature.

Effective Advertisement s: Print

Why Effective? 

Target Audience- Working women, Teenagers, Upper middle class and above, women living in metropolitan and cosmopolitan cities, big towns, etc[20-30 year old newly married,31-40 year old married with children,41-55 year old with daughters of marriageable age]

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Tagline- Pure Jewellery. Pure Joy

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USP-One of the most trusted jewellery brands in India

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Designing Communication

Message Strategy: Cultivate trust by educating customers about the unethical practices in India and mainly to change the perception of  jewellery as a high-priced purchase.

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Message Source: Shows a bride, Deepika Padukone and her mother, and working woman

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Messages given are emotional and message-oriented.

Ineffective Advertisements: Television

Why Ineffective? 

Target Audience- Children, Youth, Young urban families, Vegeterian fast food eaters

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Tagline- I’m loving it

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USP-The world’s best quick service restaurant experience

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Designing Communication-

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Message Strategy: To highlight the role McDonald’s plays in customers’ everyday lives  — both in good and difficult times

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Message Source: Son finding solace in the loss of his father via a Fillet-o-Fish sandwich

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Message given was controversial, cynical, insensitive to grieving kids

Suggestion- Could have used other everyday scenarios like a normal, happy, busy situation instead of sad situation

Ineffective Advertisements: Print

Why Ineffective? 

Target Audience- Teens, Youth(16-25), Students

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Tagline- Nothing Does it Like 7Up

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USP-Availability for different consumer needs

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Designing Communication-

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Message Strategy: To highlight having youngest consumers in the business

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Message Source: For 7Up is so pure, so wholesome, you can even give it to babies and feel good about it.

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Message given was unhealthy for kids

Suggestion- Could have used youth or young workforce in action or at work 

Part 4

Top 10 Ad Spenders 2016 Company Name

Spending (in crore)

Hindustan UniLever 2500-2800 Amazon Online India

800-1000

Procter & Gamble

650-750

Reckitt Benckiser Ltd

500-600

Flipkart.com

500-600

Maruti Suzuki India

450-550

ITC Ltd

450-550

Bharti Airtel Ltd

450-550

Mondelez Ltd

450-550

Top 10 Ad Spenders 2015 Company Name

Spending (in crore)

Hindustan UniLever

2300-2500

Amazon Online India

900-1000

Procter & Gamble

600-700

Flipkart.com

600-700

Maruti Suzuki India

500-600

Mondelez Ltd

400-500

Godrej Consumer Products Ltd

400-500

ITC Ltd

400-500

Snapdeal

400-500

Top 10 Ad Spenders 2014 Company Name

Spending (in crore)

Hindustan UniLever

2200-2400

Amazon Online India

800-900

Procter & Gamble

550-600

Maruti Suzuki India

450-550

Flipkart.com

450-500

Snapdeal

400-500

ITC Ltd

400-500

Mondelez Ltd

400-450

Godrej Consumer Products Ltd

350-450

Industry Wise Analysis : FMCG 

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Hindustan Unilever 

Has been at the top of pinnacle for many years

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Many diversified products have resulted in expenditure of above Rs 2000 crore.

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Profits in the range of Rs 3500-4500 crore allows HUL to increase their expenditure either for promotion of new product or capturing market share in a particular product segment

Proctor & Gamble 

Has maintained 3rd position in the list for past 3 years.

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Expenditure in advertisement has increased marginally keeping up pace with the competitors in various product segment

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Demonetization did led to increase in advertisement to avoid stock piling

Mondelez Ltd 

Has featured in the top 10 list for past three years

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Advertisement expensed have increased marginally due to launch of new products and inflation.

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Competition from Nestle India has also prompted Mondelez to keep the advertisement expenses high

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ITC Limited 

Has featured in the top 10 list for past three years

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Diversified products, market share is important as many other competitors also present in the same product segment. Expenses remain in the range of Rs400-500 crore.

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Increase in taxes have affected their expenditure.

Reckitt Benckiser Ltd 

Expenditure have varied across the three years. Revenue Sales from the diversified products slipped in the year 201

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With Demonetization, sales decreased as a result inventory increased hence advertised heavily to keep the stock moving

Godrej Consumer Products Ltd 

Expenditures have remained the same over the years ie Rs400-500 crores, not affected by inflation

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Market share and intense competitions from other FMCG companies have to led to increase in the expenditure budget from 2014 to 2015

Industry Wise Analysis : E-Commerce 

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Amazon India 

Infusion of Money from Jeff Bezos , Advertisement expenses have remained the highest in the e-commerce sector with an average of Rs 900 crore

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Main aim is to capture the market and stay ahead of its rivals mainly Flipkart

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Introduction of Ad campaigns such as Great Indian Sales and other Sales during festive seasons have led to increase in advertisement expenditure

Flipkart.com 

Directly in Competition with Amazon India for the number One E-commerce website.

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With Infusion of money every year they are able to sustain themselves and their advertisement expenses has been in the range of Rs 450-600 crore. In 2015 the expenditure did cross Rs 600 crore due to promotion “Big Billion Day Sales”

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In 2016, due to shuffling in management , they decided to streamline their expenditure

Snapdeal 

Snapdeal only featured in 2014-15 because of the infusion of the money by the investors.

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Fighting for market share with Flipkart and Amazon. Launched campaigned such as “dil ki deal” featuring Aamir Khan.

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It didn’t feature in the 2016 owning to the cash crunch and speculations of company been

Industry Wise Analysis : Telecom 

Airtel Ltd 

Only Telecom Company to feature in the list in 2016

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Majorly due to promotion of 4g services and D2H connections

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Competition from rivals such as Reliance JIO and Vodaphone.

Industry Wise Analysis : Automobile 

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Maruti Suzuki India 

Only company to feature in from Cars and Utility Vehicle Segment in all Three Years

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Spending has been Rs 550 crore on an average across 2014-2016.

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With New Models launched such as Brezza Advertisement expenses did increase for promotion of new models in 2016, Baleno in 2015, Swift in 2015.

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Sales figure have also gone from up from 9.73 lacs to 10.9 lacs

Hero Moto Corp 

Only company to feature in from Two wheelers Segment in 2014

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Since 2014 the advertisement expenditure has gone down relatively due to decrease in market share and total sales remaining constant.

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No new Additions to the already existing models.