ADVERTISING PROJECT REPORT On

PRINTERS
By Abhijit Sharma, Mohd Zia, Harshvardhan, Kaushik Kumar, Alok Verma. ( Group no. 4)

Bharatiya Vidya Bhavans Usha & Lakshmi Mittal Institute of Management Copernicus Lane, Kasturba Gandhi Marg New Delhi

Acknowledgements
I would like to gratefully acknowledge and express our deep gratitude to (proff) Mrs. Shailaja Manocha , who helped and provided guidance for my project. Nothing concrete can be achieved without an optimal combination of inspiration and perspiration. No work can be accomplished without taking the guidance of the experts. It is only the critiques from ingenious intellectuals that helped transform a product into a quality product. I would like to extend thanks her for the assistance in the completion of our project. Without their support this project would not have been a success.

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TABLE OF CONTENTS
S. No.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15.

Particulars
Introduction Designing a Promotional Strategy Situation Analysis Competitive Analysis Bata: Long run objectives and positioning strategy Bata: The marketing Plan and Communication Advertising The Advertising Plan Message Strategy Creative Strategy Execution Designing of Message Copy Strategy Layout Production and Implementation

Pg. No.
4 5 6 7 9 11 13 15 16 20 21 22 23 24 26

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INTRODUCTION
Bata India is the largest retailer and leading manufacturer of footwear in India and is a part of the Bata Shoe Organization. Incorporated as Bata Shoe Company Private Limited in 1931, the company was set up initially as a small operation in Konnagar (near Calcutta) in 1932. In January 1934, the foundation stone for the first building of Batas operation - now called the Bata. In the years that followed, the overall site was doubled in area. This township is popularly known as Batanagar. It was also the first manufacturing facility in the Indian shoe industry to receive the ISO: 9001 certification. The Company went public in 1973 when it changed its name to Bata India Limited. Today, Bata India has established itself as Indias largest footwear retailer. Its retail network of over 1200 stores gives it a reach / coverage that no other footwear company can match. The stores are present in good locations and can be found in all the metros, mini-metros and towns Batas smart looking new stores supported by a range of better quality products are aimed at offering a superior shopping experience to its customers. The Company also operates a large non retail distribution network through its urban wholesale division and caters to millions of customers through over 30,000 dealers. Bata has the following brands operating under its umbrella: Bata, Mocassino, North Star, Marie Claire, Bubblegummers, Ambassador, Hush Puppies, Scholl, Comfit, Power, Sparx, Reebok, Weinbrenner, Naturalizer, Bata and I. But the promotional campaign has to be designed only for the original and classic brand Bata, which is about finding STYLE that agrees with the consumers tastes, meet their diverse needs, meet their budget, and fulfill their well-being. Product Attributes: Comfortable and Trendy Footwear Easy to Maintain Contemporary Styles with International Know-How High Quality at affordable prices Versatile products to suit each occasion

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DESIGNING A PROMOTIONAL STRATEGY

It involves various steps which have been illustrated through the figure below. These have been further discussed in the following sheets.

Framework for Advertising Planning and Decision-making:

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SITUATION ANALYSIS:
Situation Analysis implies research which is vital to any further planning or decision making.

CONSUMER/MARKET ANALYSIS

Indian Footwear Market

India footwear market is estimated at about Rs 19,900 crore with a growth rate of 8-10 per cent [according to the data provided by market advisors in September 2011]. The category covers casual, formal, semi-formal and sports shoes along with sandals for men and women. Mens segment accounts for 59 per cent of the market, while womens segment contributes 41 per cent. By products, the Indian footwear market is dominated by casual footwear market that makes up for nearly two-third of the total footwear retail market. The overall share of organized retail is 20 per cent and is expected to reach 25-30 per cent by 2015. Urban India is estimated to contribute 70 per cent to the overall footwear market in FY 2011. Exclusive-brand outlets account for over 50 per cent of the footwear market followed by multibrand outlets at 28 per cent. The preference for branded products is on the rise with a growing consumer preference to shop from organized retail locations like malls/large format stores. Key brands in India are Bata, Liberty, Clarks, Woodland, Khadims, Metro, Red Tape, The Loft, M&B Footwear, Da Milano, Timberland, Puma, Nike, Adidas, Reebok, M&B, Rockport, Provogue, Lee Cooper, Converse, Nine West, Aldo, Relaxo etc.

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COMPETITIVE ANALYSIS

COMPANIES TARGETING THE CONSUMERS SEGMENTED ON THE BASIS OF INCOME LEVEL

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COMPARISON OF BATA INDIA AND MAJOR COMPETITORS (PORTERS MODEL)

BASIS OF COMPARISON BARRIERS TO ENTRY BARGANING POWER OF BUYERS BARGANING POWER OF SUPPLIER THREATS OF SUBSTITUTES RIVALRY AMONG THE EXISTING COMPITITORS

NIKE

ADIDAS

RELAX O

ACTION

BATA ABSENT HIGH HIGH HIGH

LIBERTY ABSENT HIGH HIGH HIGH

ABSENT ABSENT ABSENT ABSENT LOW LOW HIGH LOW LOW HIGH HIGH HIGH HIGH HIGH HIGH HIGH

HIGH

HIGH

HIGH

HIGH

HIGH

HIGH

In fact, Bata India also faces competition from Chinese imports. Though it is true that people are increasingly becoming more quality conscious rather than just price conscious, but the income segment that Bata caters to consists of people who may prefer to buy Chinese products because of cost constraints and lack of awareness of Bata shoe products and their price range. Considering all of this, the market strategy of the company should be aligned with the situation analysis to produce better results for the firm.

The Marketing Strategy includes:

The long-run vision and objectives of the company An articulation of the specific strategic position it will aim to occupy in the marketplace.

For this, is also required, the examination and analysis of all important external and internal factors operating in current situation. It includes assessing the strengths, weaknesses, threats and opportunities [also known as the SWOT Analysis].

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BATAs Long-run Vision and Objectives

VISION: To grow as dynamic, innovative and market driven manufacturer and distributor,

with footwear industry while maintaining a commitment to the country, culture, and environment in which the company operates.
MISSION: To be successful as the most dynamic, flexible and market responsive

organization, with footwear as its core business.

OBJECTIVES: Bata India, today, wishes to reposition itself as a market driven, fashion

conscious lifestyle brand. Catering to a wide variety of customer groups, Bata will provide its products and services to all the age groups in the community. Also aims to provide the finest quality through customer involvement.

BATAs Market Positioning Plans [Assumptions]

Bata is planning to exit from the lower end segment and focus more on the middle and upper middle class of the society, because of growth in the number of people belonging to these segments and the rising income level of its target customers.
The overall market quite quality conscious now. Bata, in order to deal with the threat of the

Chinese imports, would have a strategy focusing primarily on customer intimacy as it would be aiming to enhance its brand equity by providing a complete experience for families who come to shop at its retail outlets.
Another positive for Bata will be that the customers, who are more aware now, usually do not

associate quality and reliability with Chinese products, where as Bata can use its brand to fill this void.
Also recently Bata has recently rolled out the very high quality and premium products that

were introduced under its Bata brand in 2001, because of the fact that Batas image has been created over its existence of around 40 odd years and trying to just move out of its current segment of the middle and upper middle class people and trying to capture the higher end of the market overnight can be an uphill task for Bata to say the least.
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BATA: SWOT ANALYSIS

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Bata: The Marketing Plan & Communication

The marketing plan includes formulating strategies and tactics for each of the 4 Ps: PRODUCT: BATA India has many brands under its original brand name BATA. But we are considering developing a promotional campaign only for the product category of casual footwear which sells by the original brand name BATA. PRICE: BATA India is currently concentrating on the middle income level segment for its product category of casual footwear, thus the price would be ranging from INR 300 to 1500. PLACE (DISTRIBUTION): BATAS retail network of over 1200 stores gives it a reach / coverage that no other footwear company can match. PROMOTION: This would include integration of various marketing techniques like Sales promotion, Consumer Promotions (Gift Coupons), Trade Promotions (Count-Recount Allowances), Advertising, Instore Advertising for general shoe retail stores, and Public Relations.

These communication tools are used in a way such that they complement each other in the communication and persuasion process. Taking into consideration, the promotional elements in brief :-

SALES PROMOTION:
Sales Promotion are of two broad types: 1. Consumer Promotions 2. Trade Promotions

Consumer Promotions:
The tool already in use by the Bata India group is Bata Gift Vouchers. The designing of the vouchers need to be complementary to the theme used for advertising so as to reinforce the image of the brand. These gift vouchers have the following features: Convenient denominations 6 months validity Redeemable on all Bata products Acceptable at over 800 Bata stores across India

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Trade Promotions:
The persuasion tool used here can be Count-Recount Allowance. Under this, the discount is applied not to the quantity that the retailer buys from the manufacturer during the promotional period, but only to that quantity that is moved from the retailers stores. As a consequence, the retailer gets greater incentive to pass the price cut on to the consumer so that the product moves from the store into the consumers hands. This tool can be very beneficial for a brand like Bata where consumers are very brand conscious and have high bargaining power.

PUBLIC RELATIONS
Bata was recently in news stories because of a change in its management in September 2011. Mr. Marcelo Villagran, Group Managing Director Bata Emerging Markets -India has been promoted to the position of overall In-charge as the Group Managing Director to look after the entire business of Latin America Region, and therefore, Mr. Rajeev Gopalakrishnan, who had been groomed by Mr. Marcelo Villagran for seven months, has now become the Managing Director of Bata India Limited. Mr. Gopalakrishnan has been working closely with Mr. Marcelo Villagran to ensure continuity and smooth transition for achieving the business plan and goals of Bata India Limited as well as that of BSO (Bata Shoe Organization). Bata India has also ventured into Cause Related Marketing very recently: A Library for the Differently Able Children. A well thought CSR initiative, Bata Childrens Programme offers children a Library at Shravan Viklang kalian Kendra School, Gurgaon. It was inaugurated by Mr. Rajeev Gopalakrishnan, MD of Bata India and the event was followed by a lively cultural programme by the students. Mr. Gopalakrishnan, ended the moment by handing over the gifts to the kids.

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ADVERTISING
ADVERTISING COMMUNICATION SYSTEM
It involves a perception process and four of the elements shown below: the source, a message, a communication channel and a receiver. The receiver may also act as source of information by talking to friends or associates (also known as word-of-mouth communication) leading to group influence and diffusion of information.

Perception Process

Channel (Media)

Channel (Word-of-Mouth)

SOURCE It is the point at which the message originates. It maybe the company offering the product, the particular brand or the spokesperson used. MESSAGE It refers to both the content and execution of the advertisement. CHANNEL It may consist of one or more types of media, such as radio, television, newspapers, magazines, billboards, point of purchase displays, etc. Word-of-mouth is another important channel. RECEIVER It refers to the target audience, segmented on the basis of maybe lifestyle, benefits sought, demographics, etc. Receivers involvement level is also an important aspect. 13 | P a g e

DESTINATION The initial receiver of advertising message might engage in word-of-mouth communication to the ultimate destination of the message. The receiver then becomes the interim source and the destination becomes another receiver.

ADVERTISING EXPOSURE MODEL

Advertising Exposure Model shows the various processes that occur after consumers are exposed to an advertisement. Exposure to the advertisement can create: Awareness about the brand, leading to feeling of familiarity with it in consumers minds Information about the brands benefits and attributes on which the benefits are based Also generate feelings in an audience that begin to associate with the brand or its consumption Can lead to a generation of an image for the brand (brand personality) though the choice of spokesperson and various execution devices Can create an impression that the brand is favored by the consumers peers-individuals and groups that the consumer likes to emulate.

These five effects can lead to a favorable liking/attitude for the brand, which in turn should lead to Purchase action.

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The Advertising Plan

The advertising plan and decision making focus on three crucial tasks: objectives and target selection, message strategy and tactics, and media strategy and tactics.

Objectives and Target Selection

The objective of the advertising campaign for BATA would be to spread awareness about the brand and its product quality and pricing, by beginning promotional campaign only for its original and classic brand Bata rather than trying to promote all the brands currently operating under its umbrella (like Marie Claire, North Star, Sparx, Weinbrenner, Comfit etc.) Bata wants to position itself on the basis of Price and Quality. The target market is the audience belonging to the upper and lower middle class (segmented on the basis of income level). Theres a need to establish an image for Bata such that families feel happy and comfortable coming to shop at Batas retails outlets. Its advertising objective is to portray itself as a consumer-friendly shoe brand, which offers variety of casual footwear [men, women, kids] with good quality, comfort and style at low prices. For this, it is best to direct the advertisements to more selected groups for which it is easier to develop relevant, stimulating copy, rather than directing the advert to a broad audience.

How would Bata want its advertising to work?

FOCUS ON EXPOSURE, SALIENCE AND FAMILIARITY In the past 10 years, Bata has not up with any effective promotional campaigns. They havent advertised for any of their products for a long time now. But considering the rising competition and changing demographics and behavioral patterns of people, it is necessary for Bata to get into advertising which is more focused on exposure and building familiarity with the brand. Such brand salience or top-of-mind awareness does not only get new customers, but is also extremely helpful in main existing customers buy a particular brand even more frequently. For example, even if a person is a usual Bata customer, he might want to try a Relaxo slipper just because of the way it is shown in advertisements or the models/actors used to display it. To alter such purchase behavior, Bata needs to put in more on repeated exposure; it can take advantage of various mediums to do the same, as it does not even face the threat of losing its brand exclusivity. Its a brand for the masses. This will help people in developing a positive attitude about the brand and also fight competition from Chinese imports. The extensive distribution system of Bata would complement the repeated exposure to the brand.

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MESSAGE STRATEGY
ATTENTION AND COMPREHENSION
The attention and involvement of the audience depends upon ability, motivation and opportunity.

ABILITY
A person is more attentive towards something theyre able to understand. What the advert says, the way the spokesperson talks about the benefits/features, the language used is all very important along with the fact whether the message is comprehendible or not.

MOTIVATION
Is the person interested enough? A person maybe interested in a specific product category A person may be keen about a particular way of sending across the message (language used, humor used, jingles, etc.) or media used (newspapers). Can a message be designed that encourages maximum number of people to get involved? Ego Involvement: Image that the people carry of themselves. Connection between the ego of the buyer and the product (brand). Is the product something that would enhance their personality?

OPPORTUNITY
Is the information readily accessible? Do retailers have enough info to be passed on to the ultimate customers? Do customers need to search for information? (in such cases, competitors are at advantage) Is the advert visible as much as required?

COGNITIVE RESPONSE
Aspects that build Cognitive Response: Support Argument: The Company agrees with whatever the consumer wants to believe. Counter Argument: The Company claims something that is usually unbelievable, i.e. audience rejects what the advert tries to say.

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Execution Bolstering: When the as is perceived very positively and the audience like the presentation (colors, characters used, dcor, jingle) Execution Derogation: When the feel of the advert is not very good. Audience doesnt like the way the ad is presented.

Bata would try to avoid Execution Derogation by using warm feelings in its ad, alongside raising certain questions in the ad itself and answering it. Its the best way to deal with Counter Arguments. Consumers response also depends on whether the product is high involvement or low involvement, and whether the product is a thinking product or a feeling product.

HIGH

INVOLVEMENT

LOW

THINKNG (RATIONAL CUES)

FEELING (PERIPHERAL CUES)

Bata Shoes lies in the category of High Involvement, Feeling Product where customers usually follow the pattern of FEEL-LEARN-DO, i.e. first they feel about the product or brand, then learn about it features and benefits and then take action (purchase/no purchase). For making the customer FEEL the brand/product, we need to make and execute the advertisement in a way that the consumer is able to associate positive feelings to the brand and an identity is created around the brand.

ASSOCIATING FEELINGS WITH THE BRAND

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A brand could use various emotions in the ad like humor, fear, happiness, warmth, anxiety, etc. For building the advert of Bata India Shoes, we would rely on the feelings of joy and warmth, so that the brand establishes itself as warm, user friendly and comfortable. It would also help in reinforcing the fact that nearby situated retail stores of Bata provide shoes of different styles and sizes for the whole family.

BRAND PERSONALITY
By using a brand personality, we can create an identity around the brand. It is especially important because the products are not highly differentiable from those in the market, so it helps the brand build a personality around itself to be distinctly indentified with. It helps in making a clear cut positioning of the brand. People are able to relate more with the ads, and thus the brand. We have to target the aspirational personality of the target consumer. Some personalities can a have greater pull when used for specific product categories. This personality can be based on their demographic profile (age, income, education, profession) or psychographic profile (thinking, lifestyle, ideologies, and predispositions). For Bata Indias Shoes, the target customers are upper and lower middle income individuals and their families. The shoes available are for different sizes, available for women, men and children. And knowing that its targeted at the middle income group, its obvious that the people of this segment wouldnt want to be known as those who wear footwear of a cheap brand, but would rather wear footwear that are stylish as well as comfortable and are low-medium priced.

Conveying a Brand Personality:

Key advertising elements that contribute to a brands personality are the following: ENDORSER The personality of the endorser gets transferred to the brand with enough repetition, thus endorser needs to be chosen very carefully. He/she should have a personality that can affect the audience and lets associate more with the brand USER IMAGERY The characters of the people in the ad should be such that the user should be able to identify with them. Bata has chosen relevant models and actors for its advert, who are playing characters that the target segment would be able to identify with. EXECUTION ELEMENTS It involves the layout, the colors, props, dcor, etc. SPOKESPERSONS These are people who make official statements about the product or brand. Bata does not choose to use spokespersons in its adverts. 18 | P a g e

SOCIAL NORMS
Advertising needs to develop a certain level of believability. The ad needs to be acceptable among people who are representatives of a target group. Social groups lead to information sharing, comparison and setting up of norms.

Reference Groups have certain impact on individuals: Informative Impact: Individuals are more inclined towards believing what people around them say rather than what is said in advertisements. Normative Impact: People around us fix certain standards that we tend to accept more readily to confine to the group. Competitive Impact: People in a group act as a competitive profile to each other. It sets in a purchase behavior cycle (demonstration impact: using a brand to show where they belong)

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WORD-OF-MOUTH Do people talk about the ad? What do they find the most interesting? It can be helpful for Bata because WOM is usual when the product is something thats fits in the lifestyle of the people in a perfect manner (like Bata) and when the product gives a Relative Advantage (like Bata over its local and Chinese competitors).

CREATIVE STRATEGY
We can rest our ad on certain aspects based on two approaches: Rational and Emotional.

RATIONAL 1. COMPARATIVE Compares what the brand is offering with what other brands are offering, on the basis of certain rational components. Implicit ads just say that their brand is better than the others in the market not directly talking about or showing other brands compared. 2. REFUTATIONAL

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Deals with the problem of counter arguments. Refutes something that people usually believe, and tells how the brand solves the problem. 3. INOCULATIVE Advertising that makes the audience less receptive of a competitors advertising by creating a barrier between what the consumer could buy and what the competitor is selling. Rational approach is usually used where quick response is required or where the product is high thinking product. So such an approach might not prove useful for Bata because it lies in the High Involvement, Feeling category of products, where a long term liking has to be created in the minds of the audience, which is possible by the emotional approach, though certain elements of Rationality can also be used. EMOTIONAL 1. WARMTH It creates a liking for what is being presented or the way in which it is presented. The warmth created projects itself on the brand, and the brand thus gets associated with feelings of warmth, joy and happiness. 2. FEAR/ANXIETY It has to be used very carefully so that it doesnt get rejected. It psychologically affects a person without making any negative impact. It is more useful for products targeted at safety aspects. 3. HUMOR It gets more attention, but because our product is high involvement, Bata would not want to play down on the serious connect with the audience as humor has a short life span and is very individualistic. So, Bata would use a combination of Rational: Comparative (Implicit comparison) and Emotional: Warmth approaches for its advertising campaign.

EXECUTION
Out of the various ways of execution, Bata chooses to execute its ad on the basis of Comparison (Implicit) along with a Slice of Life approach and Personality Symbol.

Implicit Comparison
The brand does not out rightly compare itself to other existing brands in the market, but does talk about its leading position in retail and manufacture of footwear in India. 21 | P a g e

 Slice of Life Execution

It refers to presenting the ad in a way such that people can easily connect to it. It involves portraying common situations faced by people.

Personality Symbol
Such ads revolve around user imagery, and are useful for brands that position themselves via personality (for Bata: family-friendly and comfortable).

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DESIGNING OF MESSAGE One sided vs. Two sided

One sided approach shows only the positive side of the brand/product advertised. It usually tends to counter argue. The other approach, i.e. the two sided approach involves giving information about both the positive and negative factors, in a way to justify the weaknesses in face of the strengths. Batas chosen the one-sided approach to deliver its message where it tells only about the positive factors about its product.

Lecture vs. Drama

Lecture involves a voice-over or someone on screen giving information. It is a 1 to 1 information communication. Audience is being addressed. Rational Approach is used which relies on Information passed on by Demonstration and Lecture. Drama type message involves conversation between characters on the screen. Theres no direct talking with the viewers. It enjoys higher level of involvement, and the conclusion is left on the audience to draw. Batas using the Drama type message where a scene is being enacted, and at the end there is lecture form also involved where the voice over talks about the rational aspect i.e. Batas leading position in manufacture and retail of shoes in India.

Hard Sell vs. Soft Sell

Hard Sell Message is used to get an immediate feedback from the audience. It wishes the people to act in short run, by pushing the product in consumers hands. Soft Sell Message aims at developing a brand liking, preference in terms of features, pricing, benefits or brand itself. Batas using a soft sell approach with peripheral factors to influence the minds of people in a positive way. With the rational aspect coming at the end, theres an obvious mix of hard sell in the message.

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COPY STRATEGY
COPYWRITING in print is the activity of putting words to paper, particularly those contained in the main body of the text (the main arguments and the appeals used), also including attendant bylines and headlines. In broadcast, the copywriter is a scriptwriter who develops the scenario to be used in radio or television medium. There are various kinds of copies that can be used according to the message strategies used. The kind of copy we are using for Batas advertising campaign is a mixture of Narrative style and Colloquial Style. NARRATIVE COPY In such a copy, the presentation is built like a drama, i.e. an advertisement with a storyline. COLLOQUIAL COPY It involves use of a language that is commonly spoken (neither pure Hindi nor pure English). It involves use of slang, words that people easily understand, comprehend and connect to. It may not be grammatically correct, but people tend to identify much more.

Things to keep in mind while making a copy:

Copy must be compact Minimum number of words should be used appropriately, so that there is less clutter. Clarity in Copy The copy should not look muddled. It should be easily comprehendible. The quality of picture, voiceover, etc should be good. Character in Copy There should be a character in every copy, keeping in mind the history of advertising or brand image. Personal and Convincing Copy The message should be something that the consumer wants to listen to. The audience should be able to believe the message, the characters and the voice-overs used. Interesting and Entertaining Should be creative and should engage and involve the audience. Action-oriented The copy should provide enough drive to direct the viewers to take action, or at least stimulate a change in perception/attitude.

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LAYOUT
The layout activity involves bringing all the pieces together before the advertising is sent out for production. There are five considerations to take into account in developing Layouts for Visual Mediums (also known as Principles of Layout):

BALANCE
The different elements in an advertisement may appear in balance with each other or may not. In case of a Formal Copy, complete balance is maintained on the left and right sides of the copy. Information seems to be more serious and used usually for products where more thought, cognition and deliberation is required in assessing and comprehending the advertisement. It uses the concept of geometrical centre (where the actual centre lies). In an Informal Copy, one side may visually appear heavier than the other due to large image, use of graphics, font size, etc. It allows for placing the elements differently and creatively. It uses the concept of an optical centre (where viewers perceive the centre to be). The important elements of the ad are placed in the area which receives the greatest importance, ie.e at and around the optical centre. For Bata, an Informal Balance Copy will be used.

EYE MOVEMENT

S Z
It is the way the audience scans an advert (page or screen). It is usually customized according to how we write. There are two forms of scanning: S: For societies where reading is tuned from Right to Left. Example: Arab countries. Z: For societies where reading is tuned from left to Right. Relevant to Indian Context. 25 | P a g e

Gutenberg Diagonal

The first impression that the ad makes visually is related to the optical centre that lies on the Gutenberg Diagonal. If the information placed there is interesting enough, then viewer seeks clarification of it at the top (seeking a connect at the top). To complete the understanding and deriving the meaning of the ad, the viewer looks for information at the bottom right. The bottom left corner is the most ignored portion.

CONCEPT OF PROPORTION
It refers to the weightage given to the various elements; how much space is given to the visual or content or headline. It impacts perception in a way that whatever occupies large space is perceived to be important.

EMPHASIS
It refers to the emphasis given to different materials. It may be done by usage of different colors, contrast, font sizes, bold font, underlining, usage of space around the element and/or light effects.

CONTRAST
It is done to make difference between the various elements, so that the content doesnt seem cluttered within itself or with its surroundings.

UNITY
All the elements must present a unified picture. They should have a sense of belongingness. There should be a distinction from other ads by showing where the ad starts and where it ends (like by use of a border). We will use these concepts during the production and implementation of these advertisements.

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PRODUCTION AND IMPLEMENTATION

PRINT ADVERTISING
Bata chooses to advertise in Daily Newspapers, and also outdoor locations. The outdoor ads cant be given a body copy, because people dont pay that much attention to details. So it has to be very simple. Bata is using metro pillars in Delhi as the outdoor location for advertising. Different snapshots can be used on consecutive pillars which are also lit during the evening and night time. In other cities, the same print copy will be used on billboards at traffic signals. THUMBNAILS For Print Advertising, we first make rough sketches of how and what do we want to show in the ad. They are rough ideas worth deliberating upon for deciding how to present the advertisement or message.

sfthdybe tutyjgxjs dgnjjxnh cjgjgzjx

Sfthdybetut yjgxjsdgnjjx nhcjgjgzjx Asanxdya Jsdxgbjxjnjs hv kjh xh hxhkhvksdh sdkhfshfs

MEN WOMEN CHILDREN

Shoes for Life..

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SEMI COMPREHENSIVE These are detailed sketches normally drawn to the size of the ad to be made. Visual graphics and colors are included to see how the ad would actually look like. An example of the same is given below:

Shoes for Life..

X 2 [MIRROR REFLECTION]

Effortless Comfort! Next time you forget where you left them, just look at your feet!
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Effortless Comfort!
COMPREHENSIVE It involves the final layout, content, logo, tagline, visual and string, etc.

Next time you you left them, feet! :) :)

forget where just look at your

Shoes for Life..

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BIBLIOGRAPHY
TEXT BOOKS: ADVERTISING MANAGEMENT Author: Rajeev Batra, John G. Myers, David A. Aaker Pearson Publishing House, Fifth Edition WEBSITES: www.bata.in www.connect.in.com www.bata.com www.wikipedia.org www.footwear-industry.com www.bestylish.com

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