st. joseph’s college of commerce (autonomous)
END SEMESTER EXAMINATION – APRIL 2015
B COM (T.T.) – VI SEMESTER
c2 12 603: INTEGRATED MARKETING COMMUNICATION: AN ADVERTISING PERSPECTIVE
Duration: 3 Hours                                                                                             Max. Marks: 100
SECTION – A
I)	Answer ALL the questions.  Each carries 2 marks.                                      (10×2=20)
	1.	What happens to a customer in cognitive stage of purchase of a product or service?
	2.	What is meant by square root law?
	3.	What is Account planning? And what do Account planners do?
	4.	What are the ways of evaluating a sales promotion campaign?
	5.	Mention any two practices employed by e-commerce businesses.
	6.	What do you mean by product proliferation?
	7.	Define destination branding.
	8.	Mention two examples of Brand personality
	9.	Name any two top advertising agencies in India.
	10.	What is meant by Geo targeting?
SECTION – B
II)	Answer any FOUR questions.  Each carries 5 marks.                                 (4×5=20)
	11.	A popular ice-cream brand wants to launch its new product for the upcoming season, but needs help in advertising its new product. What are the different types of advertisement agencies available in the market presently?
	12.	Write a note on the process and importance of evaluating marketing communication program.
	13.	State the reasons behind why advertising and media industry have caused IMC to develop into a primary strategy for marketers.
	14.	Expand DAGMAR. Who conceived the idea and explain the steps involved in DAGMAR approach.
	15.	Advertisement is criticized on the grounds of its influence on social values and life styles. Explain.
	16.	What are the various elements in a copywriting to be covered in a print advertisement?
SECTION – C
III)	Answer any THREE questions.  Each carries 15 marks.                              (3×15=45)
	17.	“When I write an ad, I don’t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product”- David Ogilvey. Explain the different types of Appeals used by the manufactures to persuade customers to buy their product.
	18.	Define integrated marketing communication. And also explain the various tools of IMC in detail.
	19.	Explain in detail the various steps involved in the Advertising campaign planning process.
	20.	What is meant by Leisure advertising? Explain with examples the different types of advertisement.
	21.	What is Social media? Explain different types of social media with popular examples. And also explain its relevance in the present global market.
SECTION – D
IV)	Case Study                                                                                                            (1×15=15)
	22.	Atithi Devo Bhava Incredible India   Atithi Devo Bhavah is a Sanskrit verse which simply means – consider the guest as god. This value-laden statement is drawn from an ancient scripture  Hindu religion which has always been the ethos of Indian culture. Recently, this value laden verse has found its place in the tagline of Ministry of Tourism to improve the treatment of the foreign tourists coming in the country due to the popularity India has gained in the recent times as a favorite tourist destination. The reasons for India becoming one of the most sought destinations are not based on some myth or chances. It is chiefly because of the range of choices available to the visiting tourists in the country in terms of places, geographical locations, rich historical art and artifacts, culture and cuisines that attract more and more tourists in India. There are beautiful snow-capped mountains, deep valleys, flanking coastlines and beaches, doons and lakes, forts and monuments, forests and wildlife sanctuaries and many other places of high interests in the country. On the top of it, the chanting of mantras, the ancient practices of Yoga and spiritualism in the air raises the level of curiosity among the tourists to visit the spiritual land.   Guest is God “Atithi Devo Bhava” is part of the verse mentioned in the Taittiriya Upanishad, Shikshavalli I.20 that reads in full as: matrudevo bhava;  pitrudevo bhava;  acharyadevo bhava;  atithidevo bhava. The literal translation of the verse would bring out the sense that an ideal person should strive to “become a person who considers the Mother as God, the Father as God, the Teacher as God and the guest  as God.” “Tithi” in Sanskrit or even in Hindi language means a (calendrical) date. “A-tithi” means who does not have any date. In olden times, there were no fast modes of communication as compared to today and thus if anyone wants to visit or meet his near and dear ones, there were no ways he could communicate his arrival. So he used to pay visit without any information and therefore in course of time guest used to be called “athithi” one who does not have any fixed time of arrival.  “Devo” in Sanskrit means God-like and “bhava” means to assume/understand. Atithi Devo Bhava means to assume or understand a guest as God-like and so pay respect and homage in the similar way one would give to his God.   Atithi Devo Bhavah Campaign The government of India adopted the ancient verse from the ancient Hindu scripture to promote the increasing tourism influx in the country. The tourists had some complaints when they used to visit the country like overcharging from the vendors, misbehavior and unfriendly attitude. Responding to the need of the tourists, Ministry of Tourism came up with the Social Awareness Campaign  for attitudinal and behavioural change towards the tourists and so adopted the part of the verse – athithi devo bhava from the Indian scripture itself so that it gives a psychological impact upon the local populace to treat the guests with love, respect and warmth. The main aim of the government in this nationwide “Atithi Devo Bhavah” campaign is to sensitize key stakeholders in the tourism industry through a process of training & orientation. Extending it to one notch further, the campaign takes into account the general public as a whole focusing on their attitudinal and behavioural change. The campaign aims to train and orient taxi drivers, guides, police, immigration officers and other personnel who are the first levels to interact with the tourists. The different stages in “Atithi Devo Bhavah” campaign are Sensitization, Screening, Induction, Certification and Feedback of key stakeholders so that a process-chain is created resulting into desired tourist-friendly environment created over a period of time. The Union Ministry of Tourism has chosen actor – Aamir Khan as brand ambassador for the campaign of ‘Atithi Devo Bhavah’  who endorses  it at various platforms across the mass media.   Answer the following question:   Express your view on the ad Campaign of ‘Atithi Devo Bhavah’ by the Union Ministry of Tourism and also explain its impact on tourists coming to India.

 

 

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integrated marketing communication: an advertising perspective

Answer Scheme

B.Com.TT( VI SEMESTER)

 

Duration: 3 Hrs                                                                       Max. Marks: 100 

Section – A

Answer the following questions                                                     10 x 2 = 20 Mks

 

1. Cognitive stage

Stage basically involves communication that deals with cognition or knowledge. It deals with creating knowledge, perception, ideas and awareness in the minds of people

.

2. Square root law- It is “the recognition of print ads increases with the square of the illustration” So a full-page ad should be twice as memorable as a quarter-page ad.
3. Account planningbrings the consumer into the process of developing advertising.

Account planners have often been called ‘the left side of a creative brain’. Their primary function is to find consumer truth and insight that helps the creative teams to create work that is not only entertaining and highly memorable, but that is relevant to the consumer and effective in the marketplace. Creative ideas that drive business are more typically the result of a strong collaboration between creative teams and account planners.

4. Ways of evaluating sales promotion

1. Response rates to coupon offers
2. Numbers of entries to contests and other mail-in offers
3. Effective use of point-of-purchase material
4. Financial payout

 

5. E-commerce businesses usually employ some or all of the following practices:

• ProvideEtail or virtual storefront on websites with online catalogs, sometimes gathered into a “virtual mall”
• Buy or sell ononline marketplaces.
• Gather and use demographic data through web contacts and social media.
• Use electronic data interchange, the business-to-business exchange of data.
• Reach prospective and established customers by e-mail or fax (for example, with newsletters).
• Usebusiness-to-business buying and selling.
• Provide secure business transactions.

 

6. product proliferation

It leads to the multiplication of products that are almost identical, resulting in wastage of resources which could have been used to produce other products.

Inefficient manufacturers stay in business. Consumers can be used by advertising into low quality products.

EG:-More than 200 different boxes of cereal on the shelves but most of the choices offer slight variations from each other.

 

7. Destination branding can be defined as a way to communicate a destination’s unique identity by differentiating a destination from its competitors (Morrison & Anderson, 2002). Similar to the general

knowledge on brands, destination brands exert two important functions: identification and   differentiation.

8. BRAND PERSONALITY:

Brand personality and brand position. Both are most relevant to advertising because they are based on perceptions and image. Ex: creating a brand personality for a potato might sound like impossible challenge, but that has actually been accomplished in the case of Idaho potatoes. The Idaho potato commission, a small state agency, has been so successful in this effort that studies show that over 82 % of all Americans recognize and prefer an Idaho potato to all others, studies show that most Americans know that Idaho potato can be grown only in the state of Idaho. This awareness is due to concerted campaign by the Idaho potato commission that registered “Idaho” as a federal trademark and educated the public about the unique qualities of Idaho potatoes. The campaign also taught consumers to look for the “grown in Idaho” seal so that they could be certain they were purchasing genuine Idaho potatoes. The Idaho potato commission has successfully built a personality for the unique Idaho potato.

For example: Nagpur orange,

                        Kashmir apples.

 

9. Ogalvey &Mater, Mudra communications, McCann Erickson India Ltd
10. Geo targeting – Placement of ads in geographic regions where higher purchase tendencies for a brand are evident

 

Section – B

Answer any 4 out of 6 questions                                                          4 x 5 = 20 Mks

 

11. TYPES OF ADVERTISEMENT AGENCIES

There are basically 5 types of advertising agencies.

1. Full service Agencies

Large size agencies.

Deals with all stages of advertisement.

Different expert people for different departments.

Starts work from gathering data and analyzing and ends on payment of bills to the media people.

 

2. Interactive Agencies

Modernized modes of communication are used.

Uses online advertisements, sending personal messages on mobile phones, etc.

The ads produced are very interactive, having very new concepts, and very innovative.

3. Creative Boutiques

Very creative and innovative ads.

No other function is performed other than creating actual ads.

Small sized agencies with their own copywriters, directors, and creative people.

4. Media Buying Agencies

Buys place for advertise and sells it to the advertisers.

Sells time in which advertisement will be placed.

Schedules slots at different television channels and radio stations.

Finally supervises or checks whether the ad has been telecasted at opted time and place or not.

5. In-House Agencies

As good as the full service agencies.

Big organization prefers these types of agencies which are in built and work only for them.

These agencies work as per the requirements of the organizations.

 

• Client evaluation of creativity in ads.

1. Does the ad communicate the creative objectives?

1. Is the ad in accordance with positioning strategy?
2. Does the ad mislead or misrepresent the intent of the message?
3. Is the ad memorable?

5. Is their sufficient brand recognition?

• Evaluation of sales promotion, print, television, event management etc.
• It is the collection of IMC that stimulates responses, therefore, the total effort is measured based on

1. Sales

1. Market Share
2. Consumer Perceptions
3. Customer Satisfaction

 

 

13. Reasons for the Growing Importance of IMC

Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers:

1. From media advertising to multiple forms of communication.
2. From mass media to more specialized (niche) media, which are centered around specific target audiences.
3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.
4. From general-focus advertising and marketing to data-based marketing.
5. From low agency accountability to greater agency accountability, particularly in advertising.
6. From traditional compensation to performance-based compensation (increased sales or benefits to the company).
7. From limited Internet access to 24/7 Internet availability and access to goods and services.
8. Futher reasons for the growth of IMC.

• Search marketing: When someone is considering buying a product or service they will often conduct an online search. What they find, onGoogle and other search engines, as well as information from news sites, review sites, directories, videos and place-based searches, are presented together, so like it or not, there is a level of integration. The online experience will affect their attitudes towards a brand and their behavior. Marketers therefore need to concern themselves with making sure their brand is found ahead of competitors’ and then ensuring their audience has a positive and helpful experience.
• Accessibility and convenience: Consumers expect information and services that relate to a brand to be conveniently accessible via its website. For instance when a consumer visits Virgin.com they are able to book a flight, manage their money, top up their mobile phone plan or find up-to-date news about the company.^[12]
• Aggregation of information and services: The traditional demarcation between a company, its suppliers and customers has become confused. For instance the AppleiTunesapp store aggregates software and information from app makers, along with reviews provided by consumers.^[13] Product promotion, delivery, service and information from many different sources are seamlessly presented together.
• Social media: Traditionally businesses were largely in control of their brand communications. Now brand communications are multidirectional as consumers can easily share, comment and create content. Brands can use this to their advantage by creating appealing content. For instance Unilever’s campaign for Dove, The Dove Real Beauty Sketches went viral with over 54 million views on YouTube.^[14]
• Growth of mobile: The growing penetration of smartphones with fast internet connectivity means that marketers need to take into consideration integration between the online experience and place-based experiences. For instance when a consumer downloads the Target app they are able to receive coupons to their mobile phone and redeem them at the checkout by presenting the coupon barcode to the cashier.^[15]

 

14. DAGMAR APPROACH

DAGMAR:  Defining Advertising Goals for Measured Advertising Results.

-Conceived by Russell H Colley in 1961 for ‘Defining Advertising Goals for Measured Advertising Results’

Dagmar model suggests

Step 1:  unawareness to awareness

Step 2: Comprehension of what product and its benefits.

Step 3: Conviction to buy the brand.

Step 4: Action or actually buy the product.

 

 

15. SOCIAL ISSUES IN ADVERTISING

Advertisement criticized on the grounds of deception manipulation and bad taste and also relates to the social effects of advertisement, such as its influence on social values and life styles.

• DECEPTION

Advertisement is introduced into process of the audience and the output of that perpetual process either differs from the reality of the situation.

EG: – Kids stain-surf excel

Fair and lovely

-Adv must not create a misleading impression although every statement, separately considered, may be literally truthful.

EG: – a content of improved sunsilk and old one is more or less the same.

-Adv. Must not be artfully continues to distract and direct readers attention from true nature of the terms and conditions of an offer.

EG:- 50% off on few related items of Bata shoe sale etc.

• MANIPULATION

Choice of consumers is restricted by the power the adv. Since it can manipulate buyers into making a decision against their will or interests.

EG: – buying of goodness product beyond the budget available-.mobiles, shirts, and ladies salwars.

• TASTE

Some cities feel that the advertising has adverse effects on creative exposition may not always be in good taste.

–Moral concern about the adv. Related to the product itself.

EG:-cigarettes, alcohol.

EG:-Royal Challengers-Bangalore.

–Objections to the occasion and exposure adv.

EG:-Action scenes while children are watching.

-Objections to appeals employed.EG:- over emphasis on tax appeal.

EG: – Axe deo spray, zatak deo spray.

-Objection to the techniques of adv. Strategy like excessive reception of the claim.

EG: – 3G advertising aerated drinks advertising during summer.

Umbrella adv during rainy season.

 

16. Copy Elements:

HEADLINE

-The headline of an ad copy will normally present the selling idea or will involve the customer in reading the ad.

-Even a company brand name could be used as a headline.

-Ogilvey adds that five times as many people read the headline as those who read the ad copy.

 SUB-HEAD

-Sometimes important facts may require more space that should ideally be used for the headline.

-An ad need not require a subhead.

 BODY COPY

-Contains details regarding the functions of product or service and its benefits.

-The body copy can be short of long depending on how much there is to say.

CAPTIONS

-Captions are small units of type used with illustrations, coupons and special offers.

-They are less important.

 BLURB

-A blurb or balloon is a display arrangement where the words appear to be coming from the mouth of the characters.

-A complete body copy can be composed of blurbs as comic strips.

BOXES AND PANELS

-Captions placed in special display positions so as to get greater attention.

-Used in coupons, special offers, consumer contests, etc.

SLOGANS, LOGO AND SIGNATURE

-Age of the firm, symbol of the company, dealer trade mark signature.

-A logo is important guide recognition of an advertisement and aids in creating familiarity for the audience.

 

 

Section – C

Answer any 3 out of 5 questions                                                         3 x 15 = 45 Mks

 

17. TYPES OF APPEALS USED IN ADVERTISING

(Refer 146-Manendra Mohan+310-Chunawala)

• Rational Appeals

-Directed at the thinking process of the audience.

-A rational ad becomes believable and effective.

1. High Quality

People buy television, furniture, refrigerators, and elective gadgets for their high quality. Many consumers buy cloth, beverages and food items for quality and not for fashion or style.

Eg: – Sony-Camera

Apple-iPod

1. Low Cost

Many people buy low priced air conditioners for their homes or they believe that product will show similar product performance or slightly inferior too.

Eg: – Washing Bar-555

Soap-Mr. Doctor

1. Long Life

Eg: – Watches-Titan, HMT

Two wheelers-Bajaj, Hero Honda

1. Performance

Eg: – Pen, pencils, phone/mobile.

1. Ease of Use

Eg: – Nokia mobile phone (user friendly), fully automatic washing machine.

1. Resale Value

Eg: – Purchase of gold, silver, silk.

1. Economy

Eg: – Nano Car, TVS Victor when compared to TVS Apache

 

• Emotional Appeal

Appeals which are not preceded by careful analysis of the pros and cons of making or buying.

1. Fear Appeals

It is most important among emotional appeals and also the most effective. It is said that the message’s effectiveness increases with the level of fear it generates.

Eg: – Tooth paste: present the fear tooth decay or unhealthy gums or bad breath.

Iodized Salt: Showing children deformed due to lack of iodine in salt.

1. Death Appeals

Is used to get the message across.

Eg: – Benetton: Uses AIDS patient on death bed in its campaign.

Nike: Exhorts us to play hard since life is short.

Dead celebrities are used to sell several products like Diet Coke.

1. Sex Appeals

Sex appeal is being increasingly used in Indian advertising to overcome the culture in the print as well as broadcast media and go grab attention. Sex appeals in contraceptive ads have become explicit, and are more visual that verbal.

Eg: – Zatak

.

• Direct appeals

In industrial advertising, some ads may have a direct appeal, satisfying the customer’s technical needs, but in consumer advertising, the direct appeal plays a very limited role.

Eg: – In America, the hamburger was once advertised with the hunger appeal. One ad said, ‘When you get a man-sized hunger, eat a whopper hamburger’

 

• Indirect appeals

Advertisers understand the influence of needs upon selective perception; they leave some ambiguity in the message so that the consumers may be free to interpret it and the need to which the advertiser is appealing.

Indirect appeals are either product oriented or consumer oriented.

• Product Oriented Indirect Appeals:-

1. Feature oriented appeals: The basic message is about product features, characteristics and attributes.

Eg: – Instant shine, Cherry shoe polish, “Promise”, the unique toothpaste with the time tested clove oil.

2. Use oriented appeals: The basic message emphasizes specific in-operation and/ or post orientation advantages of the brand advertised. Examples: Anne French hair removal ad: How much cruelty can a woman’s skin bear? The headline is a searching question. The ad message discards other methods of hair removal- they are shaving, waxing and threading.
3. Product comparison appeals: The basic message emphasizes the differences between the advertised brand and the competing brands. The advertised brand of course has a net advantage over those with which it is compared. A refrigerator advertisement compares the types of compressors used, whether high speed of low speed, electricity consumption , noise level, the quality of the white enameled body , extra tray etc.

 

• Consumer Oriented Indirect Appeals:-

1. Attitude oriented appeals: The basic message in one which is in line with the consumer’s attitude – his value – belief structure. Eg: The ad series by Shriram group , namely : “ Indian Corporate Evolution”
2. Significant group oriented appeals: It emphasizes the kind of group which uses or approves of the advertised brand; the group may be a reference group, a social group or a peer group.
3. Life style oriented appeals: It emphasizes an identifiable life style relevant to a defined target market.
4. Sub-conscious appeals: The basic message is distinguished and directed at the consumer’s sub conscious (or conscious need). These messages are aimed at the buyer’s dream world, but are veiled in some manner by messages appealing to buyer’s conscious mind.
5. Image – oriented appeals: There is an intention to create a specific brand image. One strategy is to create brand image which ‘fits’ either the self image or self –deal image of the target market.

 

 

18. The Journal of Integrated Marketing Communicationfrom theMedill School of Journalism at Northwestern University refers to IMC as “a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. “^[2](3 marks)

 

 Tools of IMC(12 marks)
Advertising
Direct Marketing
Interactive/Internet Marketing
Sales Promotion
Publicity
Public Relation
Personal selling

 

19. Advertising campaign planning process.

1.INTRODUTION

      2.SITUATION ANALYSIS

• THE ADVERTISING PROBLEM
• ADVERTISING OPPORTUNITIES

3.KEY PLANNING DECISIONS

• ADVERTISING OBJECTIVES
• TARGET AUDIENCE
• COMPETITIVE PRODUCT ADVANTAGE
• PRODUCT POSTION

4.IMPLEMENTATION/TACTICS

5.EVALUATION

6.BUDGET

7.THE CREATIVE STARTERGY

8.OTHER COMMUNICATION TOOLS

• SALES PROMOTION
• PUBLIC RELATIONS
• DIRECT MAREKTING
• PERSONAL SELLING
• SPONSORSHIPS, MERCHANDISING, PACKAGING, POINT OF PURCHASE

 

20. Leisure is a state of mind which ordinarily is characterised by un-obligated time andwilling optimism. It can involve extensive activity or no activity. The key ingredient is anattitude which fosters a peaceful and productive co-existence with the elements inone’s environment.

(3 marks)

TYPES OF ADVERTISEMENT(12 marks)

 

(Refer- B.BALAJI AND SONALI TALWAR, PG 3.11)

 

BANDWAGON ADVERTISEMENT

Aims at convincing user that everyone else is using the product in favor of the brand. This compels the consumers to at least think about buying the product & check what everyone is raving about

Eg: – Public opinion for movies, harpic ads etc

 

CONTEXTUAL ADVERTISING

It is targeted form of internet marketing in which the advertisements are selected by automated systems based on context being viewed by a particular user. Google ad sense was the first one to start contextual ads venture. Automated system scans the text of a website for keywords & sends ads that match content. Eg: – Matrimonial sites

 

CO-OPERATIVE ADVERTISING 

A grocery store might decide that it wants to take out a full page of a local newspaper for an ad. It can approach any company from whom it orders to see if anyone is interested parts of the ad cost will be paid by them.

 

CORPORATE ADVERTISING

Product launches-with influential people, celebrities etc –parties mostly for products which are expensive like cars, expensive gadgets etc

Eg. Launch of TATA aria by TATA motors

Build public image

 

INSTITUTIONAL ADVERTISING

Promoter the company itself

Eg. AXIS bank, insurance co ads.

Eg.LIC improving image of company making it seem more trustworthy or responsible

Eg. NECC-egg promotion not just a company but an entire industry

*Google search as soon as we search and number of ads from various causes comes up

Eg. Free songs download, matrimonial, jobs, etc –keywords advertisement

 

KEYWORD ADVERTISING

Yahoo was the company to venture

Main keywords are highlighted to catch attention of customers.

Ex Google search picks up the key words from different sites for what you are searching for on the site.

 

MOBILE BILLBOARDS OR MOBILE VEHICLES

Eg .behind buses-yeddyurappa’s photo- promotion of his party.

Even autos

Sometimes jewellery ads.

Fun world, wonderla ads-behind autos

Strategic use of moving vehicles to promote different products to widen range of potential clients.

 

RESTROOM ADS

 

In which at least groups of people visiting a restroom were questioned whether they noticed the ad in there & surprisingly a major percentage of the group were seen to have a high retention of the advertisement

Eg .face creams

 

SURROGATE ADS

Several nation laws have banned the advertisement of products like alcohol or cigarettes

Eg. Malaya –put his brand on cricket team, t-shirt (rcb)-indirectly promoting the brand

 

ONLINE/WEB ADS

Eg .movie promotions, car company ,dominos ,matrimonial sites, services etc

 

PERSUASIVE ADS

Targeting consumers emotions & general sensibilities & persuade them to buy

Eg. AXE –chocolate

PONDS-anti ageing

BIG BAZAAR –dhoni & asin

 

PROMOTIONAL ADS

Use of promotional give –away items or promotional media events which help to gain public attention & Are effective

Eg. Bata -50% off

Shop for 4 & pay for @-brand factory

Favourite shop-50%

Key chains, calendars, diary –promotional give aways

 

 

PUBLIC RELATIONS ADS

Help company to maintain goodwill & build & maintain particular brand image & identity

Eg. Hrithik & aishwarya spent time with people who were paralyzed for ‘’guzaarish’’

 

 

PUBLIC SERVICE ADS

Commonly aimed at altering public attitudes by raising consciousness about particular issues like health, conservation, safety etc .these campaigns are often sponsored by trade associations

 

TESTIMONIALS/ENDORSEMENT ADS

Nissan –ranbir kapoor

All out –rani / vidya

 

COVERT ADS

Coca cola & yaadein movie

Motorola & don movie

My name is khan –reebok

 

OUTDOOR /OUT OF HOME ADS

Billboards, posters etc

 

 

-Basis Of Geographical Spread

 

1>national ads

2>local ads

3>global ads

 

Most ads on TV –on Sony, star etc

Nationwide ads-consumer product

 

Local ads within city limits

Eg. Restaurant ads on cable channels, kindergarten schools etc

Tuition, shops, etc

Kanti sweets, kuberan silks, kalamandir, etc

 

Global ads –BMW ad common for all countries I phone, sony, IBM, Microsoft, coke , Pepsi, johny walker ,etc.

 

-Basis Of Target Group

 

1>consumer ads (final consumers)

Consumer product ads

Fair n lovely, surf excel, AXE, etc

 

2>industry ads

Machinery, equipments sold to industries

Eg. Process cooling systems in magazines.

 

3>trade ads

Ads for dealers.

McDonalds in malls to attract people

Malls call in for franchisees like kfc, McDonalds, pizza hut etc

It influences dealers or retailers to sell such products

 

4>professional ads

Eg. Colgate, pepsodent , oral B ,recommended by doctors 7 dentists –the cause go to doctors & ask them to recommend

 

PRODUCT ADS

 

1. pioneering ads

First time intro-USP

Eg. Colgate –stayed in market for long-keep innovating

Coming out with a new concept-new features

 

1. competitive ads

Direct & indirect

Direct –stimulate immediate buying

Eg .center shock

Make customers purchase once

Indirect –just to keep up with competition.

 

1. retentive ads

Reminder –to customers- to show products still exist

Eg. Nirma, rin, amul, vicco etc

 

FINANCIAL ADS

Public company-invites public to invest through shares in company via issues of prospectus .call details about company will be mentioned in it.

 

SERVICE ADS

Ads of service industry

Bharti axa, LIC,-any insurance ads

SOTC, Cox & kings –tourism,

Banks

 

COMPARATIVE ADS

Comparing one product with another

Eg. Modern –Ariel-die-l

Traditional m-i-l –soap (rin).it will be blurred

Rin vs. tide

Coke vs. Pepsi

 

PUBLIC SERVICE ADS

Eg. Amithabh –pulse polio drops

Aamir khan –atithi devo bhava

AIRCEL –save tigers –dhoni

 

 

21. Social Media(3 marks)

Social media is defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.”^[1] Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. Social media are different from traditional or industrial media in many ways, including quality,^[3] reach, frequency, usability, immediacy, and permanence. 
In other words,Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration. Websites and applications dedicated to forums, micro blogging, social networking, social bookmarking, social curation, and wikis are among the different types of social media.

 

Some prominent examples of social media:

• Facebookis a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues. According to statistics from the Nielsen Group, Internet users within the United States spend more time on Facebook than any other website.
• Twitteris a free microblogging service that allows registered members to broadcast short posts called tweets. Twitter members can broadcast tweets and follow other users’ tweets by using multiple platforms and devices.
• Google+(pronounced Google plus) is Google’s social networking project, designed to replicate the way people interact offline more closely than is the case in other social networking services. The project’s slogan is “Real-life sharing rethought for the web.”
• Wikipediais a free, open content online encyclopedia created through the collaborative effort of a community of users known as Wikipedians. Anyone registered on the site can create an article for publication; registration is not required to edit articles. Wikipedia was founded in January of 2001.
• LinkedInis a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.
• Redditis a social news website and forum where stories are socially curated and promoted by site members. The site is composed of hundreds of sub-communities, known as “subreddits.” Each subreddit has a specific topic such as technology, politics or music. Reddit site members, also known as, “redditors,” submit content which is then voted upon by other members. The goal is to send well-regarded stories to the top of the site’s main thread page.
• Pinterestis a social curation website for sharing and categorizing images found online. Pinterest requires brief descriptions but the main focus of the site is visual. Clicking on an image will take you to the original source, so, for example, if you click on a picture of a pair of shoes, you might be taken to a site where you can purchase them. An image of blueberry pancakes might take you to the recipe; a picture of a whimsical birdhouse might take you to the instructions.

 

Types of social media(6 marks)

 

Social Networks – Services that allow you to connect with other people of similar interests and background. Usually they consist of a profile, various ways to interact with other users, ability to setup groups, etc. The most popular are Facebook and LinkedIn.

Bookmarking Sites – Services that allow you to save, organize and manage links to various websites and resources around the internet. Most allow you to “tag” your links to make them easy to search and share. The most popular are Delicious and StumbleUpon.

Social News – Services that allow people to post various news items or links to outside articles and then allows it’s users to”vote” on the items. The voting is the core social aspect as the items that get the most votes are displayed the most prominently. The community decides which news items get seen by more people. The most popular are Digg and Reddit.

Media Sharing – Services that allow you to upload and share various media such as pictures and video. Most services have additional social features such as profiles, commenting, etc. The most popular are YouTube and Flickr.

Microblogging – Services that focus on short updates that are pushed out to anyone subscribed to receive the updates. The most popular is Twitter.

Blog Comments and Forums – Online forums allow members to hold conversations by posting messages. Blog comments are similar except they are attached to blogs and usually the discussion centers around the topic of the blog post. There are MANY popular blogs and forums.

 

Relevance of Social Media Marketing in Present Scenario(6marks)

Social media marketing has gained huge popularity in the past few years. This is because it is easy and accessible to connect, inform, educate and empower large group of targeted audience. In present scenario, it is used for more than branding, customer service, public relation and retention.

Social signals affects your search engine ranking: Search engines like Google, Bing, Yahoo considers many factors while ranking a website like on-page coding, on-page content, backlinks, keywords in domain name, description, URL, title and others. Social signals are one among the above important factors in indexing the content in the search engines.

To monitor your competitors: Social media is one such platform where you can monitor your competitors. There is a popular saying – “Keep your friends close and your enemies closer”. It is necessary to know how your competitors are doing business, for that you need to know:

• How they are presenting their business in social media sites?
• How they are engaging customers?
• What type of content they are posting?
• What people are saying about them?
• How they are replying to positive and negative feedback?
• What keywords they are choosing in describing their organization? Etc.

By monitoring these things you will get to know your competitors closely and it will help you in improving your social media marketing.

Improving business by social media: Small businesses are showing more interest in marketing their business in social media. Because of its benefits in improving brand awareness, search ranking, relationship building, sales, etc.

According to Michael Stelzner’s “2013 Social Media Marketing Report”, Leading benefits of social media marketing are increasing exposure and traffic.

• 89% of marketers said that social media has generated more business exposure.
• 75% of marketers said that social media has increased traffic to their website.
• 58% of marketers said that social media has improved search engine ranking.

Generating leads and sales: One of the biggest advantage of social media is, it is the place to engage target audience and convert them to leads and increase sales. There is also a scope to get referrals from satisfied customers, friends and business partners.

According to the research report by Michael Stelzner –

• 61% of small business marketers generated leads by social media.
• 43% of small business marketers improved their sales by social media.

Day by day more number of customers are joining social media and spending their time on social media platforms. So, it is worth to have social media profile for your business in order to generate leads, sales and online reputation for your business.

 

 

 

 

Section – D

 

• ONE Compulsory Case study (No choice)                            1 x 15 = 15 Mks

Marks to be given as per the discretion of the concerned teacher.

 

 

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