Subject Name : Advertising and Sales Promotion

Subject Code: IMT-05
Subject Name : Advertising and Sales Promotion
Objective:
1. To provide an appreciation of the advertising as a tool of marketing communications
2. To provide an understanding of the basic principles of planning and execution of advertising as a
communication tool.
3. To develop a managerial perspective and an informed decision making ability for effective tackling of
promotional situations and evaluating various sales promotional tactics.
Contents :
INTRODUCTION TO ADVERTISING
Advertising Classification; Functions and Benefits; Economic; Social and Ethical Issues; Client and
Advertising Agency
MARKETING COMMUNICATIONS
Source; Message and Medium Factors; Consumer Behaviour Perspective and Advertising Response
Process;
SEGMENTATION AND POSITIONING
Brand Awareness; Brand Attitudes and Feelings; Brand Equity; Image and Personality; Advertising
Objectives and Budget Allocation;
MEDIA PLANNING AND STRATEGY
Media Evaluation;; Support Media; The Internet;
CREATIVE STRATEGY – PLANNING AND DEVELOPMENT
Creative Strategy – Execution and Evaluation; Planning Advertising Campaign;; Advertising Research;
SALES PROMOTION
Sales Promotion and Consumer Behaviour;; Sales Promotion Objectives and Budgeting; Sales Promotion
Design Issues; Planning Guidelines and Evaluation;
SALES PROMOTION TOOLS AND TECHNIQUES
Consumer Promotion;; Trade Promotions
INDIAN EXAMPLES
Notes:
a. Write answers in your own words as far as possible and refrain from copying from the text books/handouts.
b. Answers of I st Set (Part-A), II nd Set (Part-B), III rd Set (Part – C) and Set-IV (Case Study) must be sent
together.
c. Mail the answer sheets alongwith the copy of assignments for evaluation & return.
d. Only hand written assignments shall be accepted.
A. First Set of Assignments: 5 Questions, each question carries 1 marks.
B. Second Set of Assignments: 5 Questions, each question carries 1 marks.
C. Third Set of Assignments: 5 Questions, each question carries 1 marks. Confine your answers to 150
to 200 Words.
D. Forth Set of Assignments: Two Case Studies : 5 Marks. Each case study carries 2.5 marks.
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ASSIGNMENTS
FIRST SET OF ASSIGNMENTS Assignment-I = 5
Marks
PART– A
1. Explain the concept of Brand attitude
2. What is the concept of brand personality- can you give two examples of distinct brand
personalities
3. What is brand equity- how is it measured?
4. What is brand power? Explain the concept.
5. How is brand loyalty built up by a marketing firm?
SECOND SET OF ASSIGNMENTS Assignment-II = 5 Marks
PART– B
1. Highlight the difference – i.e. advantages and disadvantages- between newspapers and
magazines as communication media
2. What are the key limitations of television advertising- name at least three
3. For what products and services is radio advertising suitable?
4. Suppose you are the marketing manager for a company manufacturing auto components-
what media mix will you choose?
5. What are the advantages and disadvantages of outdoor advertising like billboards?
THIRD SET OF ASSIGNMENTS Assignment-III = 5 Marks
PART– C
1. What is the difference between advertising and sales promotion?
2. Name at least five types of sales promotion activities
3. Distinguish between PUSH and PULL marketing
4. Promotion is more important in decline stage than in growth stage-why? Explain
5. What are the disadvantages of promotion? Name at least 3 disadvantages
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FOURTH SET OF ASSIGNMENTS Assignment-IV = 2.5 Each Case Study
CASE STUDY - I
Amul is one of the pioneers in using political satire in its outdoor advertisements- so much so that
people often look forward to see the next billboard and chuckle when they see the topicality of the
newest light hearted satire which they put up.
The satire is always very lighthearted and rarely they had a PIL or angry responses
By cornering this unique method- of humour in outdoor advertisement for so long- they have been
able to eke out a unique communication positioning which others find daunting to replicate-and hence
this model has endured through decades
The result of this unique positioning is that Amul also does not invest heavily in other forms of
communication. For instance you would have seen many TV advertisements for Cadbury chocolates
or different brands of ice-cream- but Amul TV advertisement spots are rare
They also coined a very successful byline called Amul-the taste of India’ which was extensively
promoted in its outdoor advertisement campaigns and also product packs
Amul tried other media options for promoting its pizza but the product and the campaign bombed in a
big way
Now assuming you are the new marketing manager for Amul and there is a plan to introduce a line of
frozen ready-to-cook party snacks.
1. What will be your advertisement and communication strategy
2. Why do you think the campaign for ready to eat Amul pizza failed to bring in buyers –and
what remedial actions you will take so as to avoid a repetition of the fiasco
Close – Up
CASE STUDY-II
Close-Up ranked No.5 in A & M's Top Brand Survey of 1997, three ranks below its arch-rival Colgate
by 1999, Close-Up was No.15. Since it5s introduction in the Indian market in 1975, Close-Up has
been the closest challenger to Colgate, which is the top brand in this category. According to
Hindustan Lever Ltd., the marketers of Close-Up, the typical consumer had no qualms about not
keeping germs at bay during the night but rather cared more about fresh breath in the morning.
The advertising agency, Lintas, has played on bad breath scare and targeted a typical college student
who would be motivated by what brushing did to his social acceptance. It was hoped that once Close-
Up entered homes, older consumers would also start using it and discard Colgate. To counter
Colgate's famed Suraksha Chakra, Close-Up released ads asking consumers so do the "hah hah"
test to check the freshness of breath. The focus was on communicating the key benefit "fighting bad
breath".
The intimacy between couples, portrayed in Close-Up commercials, was seen as disturbing the Indian
mother's sensibilities and hence the ads focused on the gregarious couple, as this group-oriented
closeness was seen to be more acceptable to mothers, who are the actual buyers of household
toiletries.
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Both Colgate and HLL introduced line extensions of their brand, improved packaging and did
aggressive promotions. Close-Up has been strong in the South. It has been quite weak in the East. In
West Bengal, HLL roped in popular singer Anjan Dutt to reach out to the old and young alike.
Questions:
1. Analyze the case and determine which promotion strategy, 'pull' or 'push' would be
appropriate.
2. Suggest two 'pull' promotions for Close-Up to load the trade. Why do you think these
promotions would be successful?
3. Develop a sales promotion design for Close-Up.
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