Assignment 3

Advertisements
Part 1
Informative Advertising

 Informative advertising aims to create brand awareness and

knowledge of new products or new features
 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 – Heinz has not explicitly mentioned about
tomato but there iconic bottle has been structured
with cut tomato is telling the message
Media – Print
Decoding – 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

McDonald’s is providing free Wi-Fi in its stores

Encoding – Wi-Fi symbol is made with its iconic
French fries
Decoding - Customer 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
 It tries to elicit cognitive and affective motivations simultaneously
 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

 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
TheHindu 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
 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 Launched in 1959 in India as FIRST Detergent

Powder under P&G Powder under Unilever

AD - “CHAUNK GAYE ?” AD – ”DAAG ACHHE HAI”

This Media Ad keeps the viewers in This Media Ad reveals the idea right from the
suspense and only reveals the idea start and only reveals the product at last
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 Launched in India in 1995 as GAURSONS

INDIA

AD - “KAMAL MISHRA” AD – ”SHEHER MEIN APNA GHAR HO TOH”

This Media Ad tries to convince

This Media Ad tries to attract the middle
consumers by showing the luxury and
class people by showing that they can also
happiness they would get because of
own their own homes through IndiaBulls
this Product
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 AD – ”WILD BY NATURE”

TRUE”

Here it shows how a boy fantasises Here it shows how a lady fantasises about being
about being a super star just by with a person just because he was using Wild Stone
wearing the shoe he ordered from Deodrant
Flipkart
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 Launched in India in 1934 as Oberoi Groups

Hotels Company Limited.

AD - “TAJNESS – You can feel it with AD – “INDIA – By Oberoi”

your Eyes Closed”

This kind of Media Ads are focussed on Here also the Media focusses on the serenity
Describing the beauty of the product. That Oberoi Hotels and Palaces provide to
Here TAJ is described in a beautiful attract more tourism.
manner 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 Launched in India in 2013 as Online

World Cup 2015 Shopping Store under Amazon

AD - “MAUKA MAUKA” AD – “AUR DIKHAO AUR DIKHAO”

This AD uses Song “Mauka Mauka” This AD uses song “Aur Dikhao Aur
to portray the rivalry between India Dikhao” to showcase presence of
and Pakistan thus attracting viewers 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 Launched in India in 1946 as Milk

Operator under Vodafone Products under Amul

AD - “MAKE THE MOST OF NOW” AD – “UTTERLY BUTTERLY DELICIOUS”

This AD shows a Dog Character This AD shows a Girl portraying the

portraying the character of the character depicting the Product
Vodafone India
 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
AD - “SHUDDH SE JYADA, SEHAT KA
WAADA”
This AD shows expertise of
Aquaguard to develop high quality
Water Purifier & RO
Launched in India in 2017 as
Premium Mobile Brand under
Samsung
AD – “UNBOX YOUR PHONE”
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 Launched in India in 1940 as Malted

Cream under Patanjali Ayurveda Milk Hot Drink Brand under
GlaxoSmithKline
AD - “PATANJALI SAUDARYA KO
APNAYEIN, KHOOBSURAT TWACHA AD – “TALLER, STRONGER, SHARPER”
PAAYEIN”
This AD shows how Horlicks is better
This AD shows Patanjali Saundarya is than its rival Complan
better than other Fairness Creams
as they contains many Minerals than
other Brands
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
AD - “BINA CHAMKE SEHAT
CHAMKAYE”
This AD shows expert views of
Sanjeev Kapoor about how TATA
iShakti Dal is better than other Dal
Launched in India in 2010 as Sports
Shoe Brand under Reebok
AD – “MORE ENERGY”
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
 Tagline- The Ultimate Adhesive
 USP-The largest selling white adhesive brand in India
 Designing Communication-
 Message Strategy: Transformational Strategy that Fevicol can join things
so strongly that no one can break them.
 Message Source: Shows carpenters working in the background and one
of them cooking with egg which doesn’t break.
 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]
 Tagline- Pure Jewellery. Pure Joy
 USP-One of the most trusted jewellery brands in India
 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.
 Message Source: Shows a bride, Deepika Padukone and her mother, and
working woman
 Messages given are emotional and message-oriented.
Ineffective Advertisements: Television
Why Ineffective?

 Target Audience- Children, Youth, Young urban families, Vegeterian fast food
eaters
 Tagline- I’m loving it
 USP-The world’s best quick service restaurant experience
 Designing Communication-
 Message Strategy: To highlight the role McDonald’s plays in customers’ everyday lives
— both in good and difficult times
 Message Source: Son finding solace in the loss of his father via a Fillet-o-Fish sandwich
 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

 Tagline- Nothing Does it Like 7Up
 USP-Availability for different consumer needs
 Designing Communication-
 Message Strategy: To highlight having youngest consumers in the business
 Message Source: For 7Up is so pure, so wholesome, you can even give it to babies and
feel good about it.
 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

Godrej Consumer Products Ltd 400-500

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

Reckitt Benckiser Ltd 300-400

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

Hero Moto Corp 300-400

Industry Wise Analysis : FMCG
 Hindustan Unilever
 Has been at the top of pinnacle for many years
 Many diversified products have resulted in expenditure of above Rs 2000 crore.
 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.
 Expenditure in advertisement has increased marginally keeping up pace with the
competitors in various product segment
 Demonetization did led to increase in advertisement to avoid stock piling
 Mondelez Ltd
 Has featured in the top 10 list for past three years
 Advertisement expensed have increased marginally due to launch of new products
and inflation.
 Competition from Nestle India has also prompted Mondelez to keep the advertisement
expenses high
 ITC Limited
 Has featured in the top 10 list for past three years
 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.
 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
 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
 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
 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
 Main aim is to capture the market and stay ahead of its rivals mainly Flipkart
 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.
 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”
 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.
 Fighting for market share with Flipkart and Amazon. Launched campaigned such as “dil ki
deal” featuring Aamir Khan.
 It didn’t feature in the 2016 owning to the cash crunch and speculations of company been
sold
Industry Wise Analysis : Telecom
 Airtel Ltd
 Only Telecom Company to feature in the list in 2016
 Majorly due to promotion of 4g services and D2H connections
 Competition from rivals such as Reliance JIO and Vodaphone.
Industry Wise Analysis : Automobile
 Maruti Suzuki India
 Only company to feature in from Cars and Utility Vehicle Segment in all Three
Years
 Spending has been Rs 550 crore on an average across 2014-2016.
 With New Models launched such as Brezza Advertisement expenses did
increase for promotion of new models in 2016, Baleno in 2015, Swift in 2015.
 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
 Since 2014 the advertisement expenditure has gone down relatively due to
decrease in market share and total sales remaining constant.
 No new Additions to the already existing models.