Vision

Associating feelings with the Brand When feelings are more important.

Advertising
The process of delivering a message about ideas, goods and services, through the media, paid by a an identifiable sponsor.
Advertising that works, is a advertising that makes somebody feel something

Objectives

To Cause Awareness To Create Interest To Create Image To Remind To Persuade To Associate Brand

Types of Advertising..
Media
Covert Advertising

Television Commercials
Infomercials

Patriotic Appeal
Patriotic appeal is the love feeling towards the country which is used in the advertisement to make it more effective. It is used by different companies in their advertisement campaign to break the clutter and to position their brands in the mind of customer. Patriotism is ones love towards ones country.

Corporate Strategy
Indian consumers have developed a temperament for the swift transformation that has taken place in the strategy and presentation of advertisement.

The corporate world has woken up the society and the people with the advertisement like We are tomorrows India Patriotism is important as it is a fodder on which the nation could run.

Feel Good Factor

Patriotic messages give a unique feel good factor by which a person can easily get associated with the brand.

Many commercials which used this appeal were accepted by the customers and were successful.

Awareness

Persuasion

Image

Teaching: Name, Qualities, Label & Packaging, Promise, Claim, Usage, Users
Brand association: Logo, slogan, jingle, theme, image, lifestyle.

Emotional: Whats best for your character, lifestyle, status, self perceptions.

Outstanding: Attracting attention, difference from competitors. Interest: Perceptual: Creating involvement, Whats best for you factually (brand attributes) sympathy, excitement, feelings (love, nostalgia..)
Behavior: Creating interest, increasing movement, motivation for buying and repeated purchase, loyalty Remembering: Remembering the brand & product, knowing the position, logo, wording, jingle, character.

Differentiation: In characters (packaging, taste, smell, performance, color) promise, claim.

Tata group is using patriotism for their Brand or Company names.

A Telecom company with a name Tata Indicom

Passenger cars having a resemblance with India i.e. Tata Indica, Tata Indigo.

Key Consumer Metrics

Brand Awareness
Advertising

Ad Awareness Consumer Loyalty Brand Image

Advertising

 Advertising Express - ICFAI Uni. Press

Advertising [Principles and Practice] Wells Moriarty Burnett www.agencyfaqs.com www.youtube.com www.skoda-auto.in www.herohonda.com www.amul.com

www.marutisuzuki.com
www.tata.com

Thanks & Regards

Eshant Bhardwaj MBA [Season 3]