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Integrated Marketing Communication

Advertising

Section A Group No 9
Amitesh
Lavanya
Neha
Ranbir
Sandesh
Subodh

123

BUDWEISER Ad campaign

Target Audience:

Youth, Middle age men/women


Beer Drinkers

Objective of the Ad:

Budweiser as a Brand
Peer Influence with Whassup culture in order increase
sales

http://www.youtube.com/watch?v=WfD5NTYyC5s

http://www.youtube.com/watch?v=UDTZCgsZGeA

Understanding the BUDWEISER Ad campaign through AIDAS Model


Used in Obama
campaign strategy
Won Cannes award
Parody in Scary Movie

Satisfaction/

High repeat purchase

Loyalty

Action

Cult- ad, Increase in stock price, increase in sales, increased


top of the mind recall

Desire

Peer-influence makes it must-to-have, reinforces


the brand image

Interest

Relevant to the TGs life, shows- brand


understands them, Bro-ism, camaraderie
Out of the box ad, quirky, nontraditional, looks crazy

Attention

The communication seeks to address which stage of the Hierarchy of effects Model?
Cognitive

Affective

Meaning

Does the ad addresses this?

Facts, Product information

No

Affects attitudes, feelings, life

Yes

Attitudes become habits/phenomenon is made

Yes- established a culture

Behavioral

Once Whassup?! became part of the pop-culture vocabulary, the campaign had an air
of that overcame all demographic divisions. As Advertising Age put it, Any
widespread public validation advertising that bridges generation gaps so that even
our mothers are leaving Whassup?! messages on our answering machines must be a
good one.

Sales impact-Long run


Successful campaign
could not sustain sales
Too much focus on IMC and
less on product quality was
biggest reason

Fortune Rice Bran Health Oil Ad

Fortune Rice Bran Health Oil Ad

Target Audience:

Health conscious consumers


Three-fourths of the country's population
suffering from abnormal levels of
cholesterol or triglycerides - a condition
called dyslipidemia as per Indian Council
of Medical Research ( ICMR) report

Objective of the Ad:

Inform people about the benefits of FRBHO


Induce trial purchase to minimize
cholesterol level

Understanding the FRBHO Ad through AIDA Model


Satisfaction/

Widen consumer base

Loyalty

Action
Desire

Induce trial purchase, reinforce the belief of current users

Makes it imperative to purchase for a healthier life


Relevant to the TGs life, It depicts all the
benefits and the product features

Interest

It addresses the prejudice of


people for everything new,
appeals to their health conscious
fearful side

Attention

The communication seeks to address which stage of the Hierarchy of effects Model?
Cognitive

Affective

Behavioral

Meaning

Does the ad addresses


this?

Facts, Product information

Yes

Affects attitudes, feelings, life

Yes

Attitudes become habits/phenomenon


is made

No

Ad released at a time when people are becoming health-conscious


The makers of the ad have tried to cover all the possible bases by addressing all the
concerns that any new user might have, be it product features, benefits or performance

Sales impact-Long run


Successful campaign Able
to induce trial purchases
Relatively new ad
Market space being cluttered
with release of competitor
products with similar benefits

Thank You

Amitesh | Lavanya | Neha | Ranbir | Sandesh | Subodh