Atal Bihari Vajpayee

Indian Institute of Information Technology and

Management, Gwalior

Advertisement and Sales Promotion

Assignment - 2

Submitted to
Dr. Manoj Dash

Submitted by
SAKSHAM ARJANI | 2017IMG-076
 1. Explain the different communication model in advertising and
promotion Management (10 marks)
The communication models of advertisement and promotion management are:
● AIDA Model
● Hierarchy of Effect Model/ Lavidge & Steiner Model
● Innovation Adoption Model
● Information Processing Model

Communication Model # 1. AIDA Model:

● Attention: Attention is usually grabbed by the use of Image, colour, layout, typography,
size, celebrity fame, etc.
● Interest: Once the viewer's attention has been captured, it is vital to pique their interest
so that they will read more about the advertised brand. Interest can be piqued by using
an appealing subhead.
● Desire: The element of desire is typically established by the use of body copy, in which
you write in length about the importance of purchasing the brand, thereby explaining the
brand's qualities, statistics, and data.
● Action: Towards the finish, the brand's contact information will be provided, with the
expectation that viewers will take action right away.

Communication Model # 2. Lavidge and Steiner Model/Hierarchy of Effect Model:

It is a marketing technique that aims to describe the processes that take place from the moment
a consumer sees the advertised goods to the moment they buy it. As a result, the advertiser's
task is to make sure that customers proceed through the six stages that lead to their buying the
goods.
● Awareness: Customers are made aware of the availability and existence of a product
through advertisements.
● Knowledge: Advertisers anticipate clients to obtain greater knowledge about the
promoted goods during this stage. Product packaging, retail advisors, and the internet
are all possibilities..
● Liking: This is a stage in the advertising process when advertisers must ensure that
customers like the product. They must guarantee that the qualities they promote inspire
customers to prefer a product.
● Preference: Customers may have a preference for more than one product brand, and
they may purchase any of them.
● Purchase: This is a stage where advertisers expect consumers to buy their products.

Communication Model # 3. Innovation Adoption Model:

The model was developed as a result of research on the diffusion of technologies. This model
depicts the stages that a consumer goes through when accepting a new product or an
innovation. Advertisers promote new items to raise consumer knowledge and interest, and then
persuade them to give the product a favourable rating. The easiest approach to assess a new
product is to put it to use and see how it performs.
Marketers frequently encourage trial by utilising demonstration or sampling programmes, as well
as allowing customers to try a product with little commitment. Consumers either adopt or reject
a product after a trial period. Information accessible from numerous sources, including
advertising, is likely to affect the decision to do an evaluation.
 ● Awareness Stage: The consumer has been exposed to innovation but knows very little
about it.
● Interest and Information Stage: At this point, the consumer is interested in innovation
and is attempting to gather more information.
● Evaluation: The consumer analyses several aspects of the innovation with existing
items, such as characteristics, features, performance, pricing, after-sales services, and
so on, to determine whether the innovation should be tried out.
● Trial Stage: Consumers are ready to sample or test a new product at this stage. He
studies it practically.
● Adoption Stage: If the trial yields positive results, the consumer decides to
adopt/purchase the innovation.

1. If you were to draft 10 rules for selecting advertising appeal, what

would they be? Illustrate your answer with examples. (10 marks)

Rule #1 for emotional appeals

Advertisements that appeal to the consumer's social or physiological needs, as well as how they
feel about a particular brand, should be used to make a purchase. They're made to help people
link your brand with favourable feelings. Trust, joy, love, loyalty, and happiness are common
themes in these appeals, which you can emphasise with the use of compelling music and
imagery.
Category examples – Jewellery ads, premium tea, premium watch, handbags, luxury paints etc.

Rule #2 for sexual appeals

If the purpose of the commercial is to make people believe that if they use a certain product or
take certain behaviours, they would be more attractive, more desirable, and more likely to meet
the person of their dreams, they should employ this appeal. Although history has proved that
sex sells or at the very least attracts attention.

Category examples – Fragrance product ads (perfume, toothpaste, soap), condom ads

Rule #3 for humor appeals

It's a tried-and-true method of attracting attention. Consumers are made to chuckle by humour
appeals, which develop an emotional connection with the product. Frequently, the humour is
remembered over the goods. Humor appeals break through advertising clutter by engaging the
viewer's attention, resulting in increased recall and improved emotions.

Category examples – Mentos ads, Chewing gum ads, Fevicol ads

Rule #4 for musical appeals

Advertisers who believe that music is a wonderful approach for brands to stand out and get
people to remember their products. Furthermore, if someone hears a pleasant tune in an
advertisement, it can evoke favourable memories, which can help them feel good about the
product being promoted. The use of musical appeals allows for a connection between the
product or service and a catchy jingle or piece of music.

Category examples – Maggi ad, Airtel jingle ad, Lifebuoy “Lifebuoy hai janah tandaroosti hai
wahan”, Washing powder Nirma.

Rule #5 for rational appeals

Advertisements that use logic, facts, and data to persuade consumers to purchase things are
frequently classified as medications, cookware, and cleaning products. They concentrate on the
product or service's practical, functional, and utility for the consumer.

Category examples – mobile phone ads showing features, detergent ads showing superior stain
removal property.

Rule #6 for fear appeals

Fear appeals are very effective with specific goods and services, notably those that may reduce
risks or create a sense of personal security. Fear is frequently employed in insurance business
advertisements, which emphasise the implications of an untimely death. Commercials that focus
on the negative outcomes that can happen because of an action or inaction by not using the
product can leverage fear appeal.

Category examples – anti tobacco ads, toothpaste ads focusing on germ fighting property.

Rule #7 for scarcity appeals

Scarcity appeals play on people's fear of losing out, making them an effective technique to
persuade them to buy a deal or a limited-edition goods. Make sure, though, that scarcity applies
to what you're offering and that the sale is, in fact, a sale and not a perpetual offer.

Category examples – ads giving gifts or lucky coupons or festival sales or limited period offers.

Rule #8 for bandwagon appeals

Advertisements that promote things that are used by everyone may cause FOMO (fear of
missing out) in people who do not participate. This form of communication implies that everyone
wants to buy this thing.
Examples – Colgate ads showing “India’s no. 1 or most preferred brand”, “Desh ke 80% logon
ne ise chuna”.

Rule #9 for favourable price appeals

Products that use price as the primary message can make use of favourable price appeals. It
can be used to announce lower-priced goods, as well as daily low prices.
Category examples – 5 Rs. Chhota coke, Vodafone’s 10 ka chhota recharge, Mc Donalds “I’m
Loving it” ads

Rule #10 for competitive advantage appeals

Competitive advantage appeals compare one brand to another, either directly or indirectly, and
usually claim superiority on one or more aspects. Comparative advertising is another term for
this.
Category examples – Ads for health drinks that show more or greater nutrients than the
competitors are examples of this category.

2. What do you understand by the term “Product Launch”? Discuss and

evaluate the recent launch of ‘Swift’, the new passenger car from
Maruti Udyog Ltd.

A product launch is a planned and organised effort by a company to introduce a new product to
the market and make it widely available for purchase. It also aids in the development of product
anticipation, the gathering of useful feedback from early users, and the creation of momentum
and industry awareness for the company.

Product launches come in a variety of shapes and sizes:

● Soft Launch: When your product is introduced to the market quietly. This is how many
things sold from one company to another get their start. Products don't get much
attention, but if the product isn't quite ready for prime time, it's better to have a few
people look at it at a time.
● Basic Launch: For minor goods or small incremental product modifications, a minimal
launch gets the word out quickly and cheaply.
● Full-scale Launch: Aim for a full-scale launch to inform the entire globe (target markets)
about your product. Organizations typically devote a significant amount of time and effort
to do this. It's also the most likely to succeed.

Maruti’s ‘Swift’ Car Launch

1. Pre Launch
● Huge buzz and wide speculation - Maruti Suzuki released Swift, one of its
biggest success stories ever, into the Indian market in May 2005, amid a lot of
fanfare and conjecture. The hatchback was introduced to the market with such a
buzz and widespread anticipation that it received roughly 31,000 reservations in
its first quarter. Maruti's Swift is the company's first new model since Suzuki took
over the Indian business.
● Emerging product with new technology - Maruti detected a nascent need in
the market for a hatchback with a few luxury features, and realised that while the
800 had been its bread and butter for a long time, and models like the Esteem
and Baleno had done well enough in the market, it needed to focus on something
new.
● Good positioning among existing competitors during launch- With players
like the Hyundai Getz, Fiat Palio, and Tata Indica doing well in the Indian market,
Maruti recognised a position for itself in the class.
● Personalize brand name to match Indian society and product features -
Maruti claims that the Swift was created and built to fulfil the ambitions of young
Indians who desire the most contemporary products and cosmopolitan lifestyles,
according to the company's press statement. This car is aimed at the Indian
client, who will be drawn to the Maruti-Suzuki brand name while also looking for
characteristics that are uniquely Indian, such as fuel efficiency, reliability, and
performance, as well as looks and a sense of 'attitude.'

2. During Launch

● Sustainable opportunities presented during launch

○ Diesel Opportunity: Because smaller vehicles cannot be converted to
diesel due to engine specifications, Maruti saw an opportunity that may
be converted to a diesel option in the future.
○ Image Makeover: Maruti has always been known as an automaker for
fuel-efficient India, with a focus on the aesthetics and style of its vehicles.
And Maruti had a real opportunity in front of him to disprove those critics.
● Globalisation of Suzuki: Suzuki's decision to go global, allowing it to share its
operations across all of its markets, allowed Maruti to think large and create a car
that could be used in a variety of markets.
● Innovation: With most of Maruti's names ageing out and opening up
opportunities for competitors to dominate, there was a need for creativity in the
Maruti stable. All of this and more was due to Maruti's lack of contemporary style
and offerings. This prompted Maruti to consider a sleek, sturdy, and inexpensive
hatchback for the Indian market, and thus the Swift was born.
 3. Discuss the factors which contribute to the success and failure of
Brand in the market place by picking one example each of FMCG and
Consumer electronics.

Success
FMCG - Marico’s Brands – Parachute and Saffola

1. Parachute Oil

● Traditional attachment towards coconut oil (loose raw oil and informal sector initially)
emotionally appealed to every household especially in South India because of its purity.
● Since then, the Parachute brand has expanded to include a variety of coconut-based
goods, including advanced skin cream. Hair cream, for example.
● Marico's success mantra is to concentrate on marketing and promotion efforts, as well
as the creation of distribution networks, which are supported by neighbourhood Kirana
stores and organised retail chains.
● Product supply met market demands and was available across the country thanks to
omni-channel selling.

2. Saffola

● With its focus on heart health and related disorders, Safflola refined cooking oil drew
consumers in the premium health-conscious category with its health-based appeal and
innovation.
● Horizontal brand growth into new areas - The Saffola brand has now been expanded to
include a variety of health-related products such as ready-to-eat oats, soups, and other
items.
● Marico, which owns both of these brands, has India's largest distribution network, which
is backed up by sophisticated advertising campaigns and targeted messaging.

Consumer Electronics - boAt

There are several factors that put boAt on the road to success as mentioned below:

● Product durability and customer satisfaction at their best: The company strives to meet
the needs of consumers and manufacture goods based on their criteria. People have
been progressively asking for sports and fall-proof headphones with vast colour
variations over the last three years, which the brand has effectively catered to.
● Variations in the boAt Catalog: Earphones were included in the audio range. The
company titled its first earbuds BassHeads because Indians adore bass. Speakers,
soundbars, and home audio systems were launched by boAt.
 ● Well-thought-out marketing strategies: Instead of selling things in storefronts, boAt has
focused on online marketing. It purposefully avoided traditional media such as television
and print.
● Identifying the right audience: It offers fashionable and cheap items that appeal to young
people. Keeping this in mind, the boAt firm has appointed all of the industry's youthful
faces as brand ambassadors. These ambassadors represent Bollywood and cricket, two
of India's most popular loves (and obsessions). The development of sports earphones
and Bluetooth speakers has piqued the interest of fitness-conscious millennials. As a
result, clients select accessories that are appropriate for their workouts, hikes, trails etc.

Failure

FMCG - Timberland
Timberland decided to join the Indian market in the mid-2000s, but Woodland had become so
well-known by that time that consumers were sceptical of this new brand. It sounded like a
phoney brand, of course! Timberland was to Woodland what Abidas was to Adidas for many
Indians.

Timberland struggled to break into a market controlled by a brand that was just a pinhole away
from being dubbed a Namesake. They were forced to leave in 2015.

Consumer Electronics - iBall

iBall, a manufacturer of accessories, aimed to develop low-cost cellphones for rural markets, but
faced stiff competition from Chinese manufacturers such as Oppo, Xiaomi, and Vivo.

Factors that contribute to success:

● Positioning is crucial.
● Identifying the target market
● Marketing and advertising that works
● Adaptability to changes (online-offline, pandemic impact, government rules and
regulations)
● Being technologically advanced is advantageous (adaptable by new generation as well
as old generation)
● An excellent supply chain network

Factors that contribute to Failure:

● Brand memory suffers as a result of bad marketing efforts owing to incorrect brand
positioning.
● With limited resources, there is too much expansion.
● Connection with the target audience is poor or non-existent.
● Aggressive competition and a slow support system
● Inability to be innovative Failure to recognise the importance of technology
 ● A subpar i.e poorly developed product
● Bad celebrity image who endorses the brand

5. A leading hair oil company plans to enter into the antiseptic skin cream
business in competition with the market leader Boroline. Discuss the
positioning and Brand building strategies that the company can use.

(Brand building strategies) - Strategies For Communication From the Brand

● Multiple marketing communication programmes: Multiple marketing communication

programmes: One strategy to recruit a new market segment for a firm while
simultaneously appeasing existing segments is to create unique advertising campaigns
and communication programmes for each group. A communication plan that
incorporates television commercials, radio broadcasts, and print advertisements can be
implemented by management. It's possible that the communication programme will be
launched in stages. The government can divide the country into four zones and run
campaigns in each at different times.
● Associate the brand with relevant goals: It is crucial for a brand to be linked to a
relevant goal while it is revitalising its image. If the relevant goal of the resurrected brand
is properly communicated to its clients, it gives them confidence and a reason to buy it.
As a result, purchasing the brand would not need much effort on the side of the
consumer.
● Change the packaging to influence consumption: They may expand the logo to
make it more noticeable to the target market already in place. In the second phase, they
may be used to replace the inner product carrying tube. It's possible to achieve this by
using a brighter green colour. In the third phase, a new packaged product should be
introduced.

Positioning - Strategies For Target Market

● Modify the brand image: You can alter the brand image by changing the logo,
repositioning the brand, re-launching the brand, or adding the term "new" to the brand
name.
● Trying to strike a balance between new and existing target markets: To boost sales,
businesses might target a variety of market segments. All organisations must make
trade-offs between their marketing efforts to recruit new clients and their efforts to retain
existing customers. The target market for the brand can be divided into two age groups
because it has been on the market for over eighty years. One target market segment
could be between the ages of 16 and 25, while the other could be between the ages of
35 and 45. The brand must create two distinct commodities for these two target
audiences. This would ensure that the company's new and previous target markets were
considered during the process of reviving its brand.
● Identifying parts that have been left out: One method for reviving a brand is to
segment based on demographic parameters and look for underrepresented markets.
Boroline is missing out on a variety of market segments, such as summer items and
skin-care treatments.