PLANNING & STRATEGY

ADVERTISING
UNIT 2
CASE – CITIZENS BANK

 Company - Citizens Bank

 Campaign - ‘Legendary Service’

 Agency – Arnold Worldwide

 CASE – CITIZENS BANK
 In 2001, when Citizens Bank (New England, US),
announced its purchase of Mellon Bank (Pennsylvania,
US), it faced serious loss of customers.

 Mellon Bank’s customers were highly dissatisfied with

its services and were more than willing to switch.

 Citizens Bank had a good reputation for outstanding

customer service in its home market, although it hadn’t
reached the Mellon Market.

 It was important to stabilize the vulnerable and

dissatisfied customer base along with demonstrating
superior customer service.
 CASE – CITIZENS BANK
 The Arnold agency restated the challenges as
objectives for new image building campaign for the
bank.
 The objectives were-

1. Minimize customer attrition during acquisition

keeping it under 10%

2. Quickly build awareness through advertising

3. Reduce customer’s intention to leave the bank

 CASE – CITIZENS BANK
 Arnold agency’s strategy was to make Citizens Bank
brand so irresistible & different that customers
would be compelled to give the bank a try.
 Citizens Bank new customer-centric philosophy-

Citizens Bank is “Not Your

Typical Bank.”
It’s a bank that believes in
quality customer service,
quick response and treating
customers with uniquely high
level of respect.
 CASE – CITIZENS BANK
 Stage 1: Advertisement with series of TV ads that re-
created true incidents of great service by Citizens
bankers.
It was done to build awareness and set
customer service high.

 Stage 2 : Make the promise real and tangible. An

extensive promotion was planned on the opening day
for customers to experience ‘Legendary acts of customer
service’ with free transit rides, pastries, coffee, meter
feeders etc.
 Stage 3: The bank also aired real experience customers
and employees on the opening day in evening news on
TV to reinforce their high standard of customer service.
 CASE – CITIZENS BANK
Results
 The non typical ad-campaign was highly successful in
taking Citizens and Mellon Bank customer through a
smooth transition.
 During the 6 months period of merger, Mellon & Citizen
Banks’ customers experienced virtually no attrition
rather it enjoyed increase in deposits.
 Awareness about the bank was created from 0 to 31% in
few weeks to 60% by opening day.
 No. of customers likely to switch was cut to half (from 24%
to 12%) & it continued to drop.
STRATEGIC PLANNING

 It is the process of determining objectives (what you

want to accomplish), deciding on strategies (how to
accomplish the objectives)and implementing the
tactics (which makes the plan come to life).

 This process occurs within a specified time frame.

 STRATEGIC PLANNING
 Objective: It is the goal to be accomplished. It is
determined by the effects one wants to achieve.

 Strategy: It is the means, the design, or the plan by

which the objective is accomplished- the advertising
message & media strategies.

 Tactics: It is the way the ads and other marketing

communications efforts are executed- how they are
designed and what they say.
STRATEGIC PLANNING
Corporate Functional
Plan Level
Planning
Corporate
Strategy
Marketing Plan
Corporate
Tactics Advertising
Plan
Marketing
Strategy

Advertising
Marketing Strategy
Tactics

Advertising
Tactics
 STRATEGIC PLANNING
 Strategy Planning is a three-tiered process that
starts with a business plan, then moves to the
functional areas of the company such as marketing .

 The marketing plan is developed that outlines the

objectives, strategies and tactics for all the areas of
marketing mix.
 Both business & marketing plan contribute direction
to specific plans for specialist areas such as
advertising & other marketing communications.
BUSINESS PLAN

 The objectives for planning at this level tend to

focus on maximizing profit & return on
investment (ROI).

 Business Planning process starts with a business

mission statement & it supports the broad goals
and policies of the business unit.
MARKETING PLAN

 It parallels the business strategic plan &

contains many of the same components like

➢ Identifying threats & opportunities

➢ Selection of target markets
➢ Developing strategies
➢ Designing action plans
➢ Executing plans
MARKETING PLAN
 A situational analysis assesses the external and
internal environments that affects the marketing
operations,

 It looks at company’s history, products, brands

and the competitive environment, consumer
trends and other marketplace trends that affect
the business.

 The marketing plan focuses on increasing sales

level, market share, improving brand image or
other objectives related to other areas of
marketing mix.
ADVERTISING PLAN

 It operates with the same concern for objectives,

strategies and tactics that are outlined for business
and marketing plans.
 It can be an annual plan or a campaign plan
which is more tightly focused on solving a particular
marketing communication problem.
TYPICAL ADVERTISING OR IMC PLAN OUTLINE

Situational Analysis

Key strategic decisions

Media strategy

Message strategy

Other tools in IMC Plan

Evaluation of Effectiveness
SITUATIONAL ANALYSIS

 It is backgrounding – researching and reviewing the

current state of business that is relevant to the brand
and gathering all relevant information.

 It precedes the planning and focuses on research of

market, product, company and likely consumers.

 Planners collect & analyze the information about the

company, the brand, competition, consumers in
general and brand’s customers specifically.
SITUATIONAL ANALYSIS

SWOT Analysis

 It gathers information about the strengths,

weaknesses, opportunities and threats.
 Strengths and weaknesses are internally focused;
opportunities and threats are externally focused.
SITUATIONAL ANALYSIS
 SITUATIONAL ANALYSIS
Analysis of key problems and opportunities

 Advertising can solve only message –related

problems such as image, attitude, perception,
knowledge or information.
 It cannot solve other problems related to product, price
or place. However, a message can speak to the perception
people have.
 For e.g. – It can answer why the price is high.

It can portray a product with limited distribution as

exclusive.
CASE- OLA SHARE
 CASE-OLA SHARE
 Ola launched a new ‘Share’ feature on its app that allows
its users in the city to share rides, making their travel
cheaper.
 Ola revealed that most vehicles see only 33 per cent
utilization of capacities.
 Ola share brings economy, convenience and comfort of
travelling with people in customers’ circles.
 It also increases inventory utilization of vehicles on the
platform.
 It contributes towards significant reduction of traffic,
congestion and pollution in cities.

22
 CASE-OLA SHARE

 Ola Share is a major step in the direction of

sustainable transportation, allowing Ola to serve
more people at a fraction of the cost, with driver-
partners benefiting from increased revenue.

 A maximum of three people can share a cab together

via Ola Share. Driver-partners get an option to log
into the Share platform, getting instant access to
increased revenue of up to 50 per cent, through
continuous fulfillment of booking requests.
23
 CASE-OLA SHARE

 Campaign- ‘Kya Farak Padta hai?’

 Agency- Happy mcgarrybowen

 CASE-OLA SHARE
 Ola launched its latest, keeping the youth at the
epicenter of solving the pertinent issues faced by the
country.
 Ola flagged off a year-long campaign
titled #FarakPadtaHai on
World Environment Day,
5th June 2017 to create awareness
around shared mobility in the country.
CASE-OLA SHARE

“At Ola, we are committed to building solutions that

are smart and sustainable for our cities. A solution
like Ola Share is poised to solve the growing issues of
traffic congestion and vehicular pollution and hence,
it is important for us to ensure that more and more
people are made aware of the benefits of shared
mobility and take that crucial first step in that
direction. Local innovations like Ola Share Pass will
propel such adoption.”

Senior Director Marketing, Ola

CASE-OLA SHARE

There's a certain perception that the youth of

this country are indifferent. In fact, the
euphemism 'Kya farak padta hai' has wrongly
come to define them. That is not true. On the
contrary, there is a rising consciousness on
issues that really matter. This film is in effect, a
statement by the youth that draws clear lines
on what does or doesn't concern them. Social
prejudices don't matter. Societal well-being
does. The environment, the congestion in our
cities, pollution, these are things that warrant
real interest. Ride sharing matters. And that's
the real spirit behind 'Farak Padta Hai.”

CEO, Happy mcgarrybowen

CASE-OLA SHARE

 The campaign was launched on a social media

platform over the weekend by renowned cricketer-
turned-commentator, Virender Sehwag.
 Ola Share has effectively reduced 12 million
kilograms of carbon dioxide and saved over 7 million
litres of fuel with the distance travel by cabs reduced
by 84 million kilometers, since its inception.
 Ola Share has registered 500% growth in last one
year.
 It has resulted in the expansion of the category from
7 to 26 cities in only 19 months.
 Currently, Share Pass has already pre-sold 20
million+ Ola Share rides.
ADVERTISING OBJECTIVES
 Advertising is a persuasive communication tool which
serves a specific purpose towards achievement of broader
marketing objectives.

 Therefore, each specific activity has its activities

derived from broader objectives relating to
marketing & promotional activities.

 E.g.- If marketing objectives require increase in market

share, then advertising has the objective to provide
information and knowledge about it to the target customers.
ADVERTISING OBJECTIVES

 Advertising objectives are the end states or effects than

an advertising initiative attempts to generate among
the target audience.

 The objectives are usually stated in broader terms to

reflect upon the overall purpose & specific in terms of
time & degree.
 Objectives need to be specific, quantified and
benchmarked.
ADVERTISING OBJECTIVES
The requirements of measurable objective
✓ A specific effect that can be measured

✓ A time frame

✓ A baseline (where we are & where do we begin)

✓ The goal (a realistic estimate of the change the

campaign can create)

✓ Percentage change (subtract the baseline from the

goal, divide the difference by the baseline)
IMPORTANCE OF SETTING ADVERTISING OBJECTIVES
 It provides criterion for planning the communication with
target audience.
 It provides a starting point for overall advertising
planning. E.g. Choice of media, length of ads, choice of
message etc. all depend upon the advertising objectives.
Choice of celebrity endorser will also depend upon the
objectives the organization aims to achieve.

 It acts as a communication & coordination device between

those who are responsible for planning and
implementation of tasks relating to media & message.

 It provides synergy between media and message

strategies.
IMPORTANCE OF SETTING ADVERTISING OBJECTIVES
 Objectives provide a vehicle by which the client, the
agency, account executive & creative team communicates
and coordinates the functions.

 It serves as a basis for setting advertising budget/

expenditure for brand and serve as justification for a
huge budget.

 It serves as a standard for performance & allow the

matching of advertising performance with standards.

 It also serves as a basis for evaluating the effectiveness

of ad and advertising agency which is used for deciding
their compensation.
1.COMMUNICATION OBJECTIVES
1.COMMUNICATION OBJECTIVES
 Perception Objectives: Grab attention, create
awareness, stimulate interest, stimulate recognition
of the brand or the message, create brand reminder.

 Emotion/Affective objectives: Touch emotions, cue

the psychological appeal, create brand message liking,
stimulate desire, brand loyalty.

 Cognition Objectives: Deliver information, aid in

understanding features, brand differences, explain
how to do something, stimulate recall of brand image.
1.COMMUNICATION OBJECTIVES

 Association Objectives: Establish or cue the

brand personality or image, create links to symbol
and associations, connect to positive brand
experiences.

 Persuasion Objectives: Simulate opinions or

attitudes formation, change or reinforce opinions or
attitude, present arguments or reasons, counter-
argue, create convince, create buzz

 Behaviour objectives: Simulate trials, sample or

purchase, generate response like coupon use, visit
store, sign-up, call-in etc
COMMUNICATION OBJECTIVES
CASES
Advertisement Objective

1. Mom be a girl again 1.Emotional

(Amazon)

2. Happy Price combo 2. Cognitive, perception

(McDonalds)

3.Ambuja Cement Khali ad 3. Perception, Association

4. Flipkart 4. Persuasion, Perception

5. Zoo Zoo Ads 5. Association

(Vodafone)
COMMUNICATION VARIABLES AS OBJECTIVES
 Communication perspective holds that advertising leads
to desired behaviour through persuasion,
association or information about the product.

 It provides information to learn about new products,

acquires improved brand knowledge & develop brand
interest.

 Creates a favorable attitude through brand

associations to some situations, feelings, personality
etc.
COMMUNICATION BRIEF/CREATIVE BRIEF
 The outcome of strategic research reaches agency’s
creative departments in the form of a strategy
document called Communication/creative brief.

 It explains consumer insights & summaries the basic

strategy decisions.

 It is an outline of the message strategy that guides the

work and helps keep their creative ideas strategically
sound.
COMMUNICATION BRIEF OUTLINE

 Problem: What’s the problem communication can

solve? (Establish position, reposition, increase loyalty,
increase liking)

 Target audience: Who do we want to speak to?

(Brand loyals, heavy users, infrequent users,
competitive users)

 Brand Position: What are the important

feature/competitive advantages/ relative position?

 Brand Imperatives: Brand essence, brand

personality & image. People use products but have a
relationship with brand.
COMMUNICATION BRIEF OUTLINE
 Communication Objectives: What do we want them
to do in response to our messages? (Perception,
knowledge, feelings, symbolic meanings, attitudes,
actions)

 Consumer Insights: What motivates the target?

What are the major truths about target relationships
to the product category or brand?
COMMUNICATION BRIEF OUTLINE
 The proposition or the selling idea: What is
the single-minded that communication will bring
to the life in a provocative way.

 Support: What is the reason to believe the

proposition?

 Creative Direction: How can you best

stimulate the desired response? How can be best
say that?

 Media Imperatives: When & where should we

say that?
 CASE- IMPERIAL BLUE (WHISKEY BRAND)
 Imperial Blue, also known as Seagram's Imperial
Blue, is a brand of Indian whisky, owned
by Pernod Ricard, and launched in 1997.

 It has targeted the male section of society

belonging to age-group 25-35 as its primary
customer.
 CASE- IMPERIAL BLUE (WHISKEY BRAND)

Ad Campaign: Men will be Men

As advertising of beverages with alcoholic content is banned

in India, the brand has adopted the surrogate advertising
strategy.

Objectives
✓ Psychological appeal

✓ Brand awareness

✓ Grab attention

✓ Brand reminder
 ISSUES IN OPERATIONALIZATION OF
COMMUNICATION OBJECTIVES
 Difficulty in establishing adequate levels of
various intervening variables to generate desired
response.

 Divergent views with regard to conceptualization &

measurement of response.

 Alternative information processing hierarchies which

work in different communication situations.

 Attitude measurement requires measurements of

like-dislike feelings which can be measured as
behaviour intentions or comprehension of brand
attributes.
2. SALES OBJECTIVES

 Advertising has its effect on the product sale & Sales

can be stated as an advertising objective.
 The ways to affect the product sales through
advertising

✓ Changing non-users into users of the product

✓ Increasing total demand for the product
✓ Creating loyalty for the brand
✓ Discouraging brand switching
✓ Increasing usage rate for the product
✓ Rediscovering former users
✓ Increasing variety of users
✓ Attracting the users’ competitor’s brand
2. SALES OBJECTIVES

 Advertising reminds the present customers of

various benefits and features of the brand on a
regular basis with a view to reduce the possibility
of switching product preference to other brands
in the market or to attract new customers.

 Sales as advertising objectives provide economic

justification to huge advertising expenditure.
APPLICABILITY OF SALES OBJECTIVES

 Product quality, technology, distribution, price,

competition, economic conditions are some of the
factors that have an impact on sales.

 It is not appropriate to weigh the success or

failure of product in terms of sales solely on
advertising.

 Also, ignoring sales as an objective of advertising

is also not appropriate.
 APPLICABILITY OF SALES OBJECTIVES
 Sales perspective to advertising objectives hold its
applicability in few market situations only.
 Advertising helps in making the product accepted by the
target market.
 E.g1. The direct action promotional activity which
involves the use of sales promotion tools like
announcements of discount sales etc. to boost the sales
immediately.
 E.g. 2. Retail advertising which aims at increasing the
customers’ visit to the retail outlets.
 E.g. 3. In case of products in their maturity stage in
PLC.
3.POSITIONING & REPOSITIONING OBJECTIVE

 Changing perception of the product/brand.

 Reposition the brand in the minds of consumers

when product is declining or has an unsatisfactory
image.

 Giving a accurate brand perception.

 Differentiation from competitors.

 DAGMAR APPROACH
 In 1961, a study recognized that communication effects
are the logical basis for advertising goals & objectives
against which success or failure could be measured.
 The job of advertising is to communicate to a defined
audience, information and a frame of mind that
stimulates action.
DAGMAR APPROACH

 Colley developed an approach called DAGMAR.

Designing Advertising Goals for Measured
Advertising Results
DAGMAR APPROACH

 The DAGMAR method understands that potential

customers are all initially unaware of the
product's existence and focuses on leading
consumers smoothly through the audience's
cycle.

 The ultimate goal is that the customer purchases the

product.

 The company must identify the target market for the

product to make this method effective.
DAGMAR APPROACH
Target Market Identification

 The target market is the group of potential customers

that has the highest likelihood of purchasing the
product.

 Considerations can include identifying the target

market's gender, age and geographic location.

 Additional thought may be given to the ideal consumer's

profession, economic class or technological preference.
DAGMAR APPROACH

 It is based on the hierarchy-of-effects model of

consumer behaviour.
 Accordingly, the change in consumers’ purchase
behaviour is casually related to changes in her
knowledge and attitude about the product and
it is hypothesized that consumers go through these
changes occurring in series of events.

✓ Awareness
✓ Comprehension
✓ Conviction
✓ Action
DAGMAR APPROACH
DAGMAR APPROACH

✓ Awareness
It requires the company to make the product
known to the target consumers.

✓ Comprehension
It focuses on ensuring that the
consumers understand how the product
could function within their lives.
DAGMAR APPROACH

✓ Conviction
It requires consumers to become
convinced of their need for the product.

✓ Action
It involves motivating the consumer
into actually completing the purchase.
DAGMAR APPROACH

 According to Colley, advertising goals are

✓ specific communication tasks

✓ to be accomplished among the defined audience
✓ to a given degree
✓ in a given period of time.
CHARACTERISTICS OF DAGMAR APPROACH
 According to Colley, Communication task specified in
advertising objectives

✓ must be specific & concrete.

✓ Measurable
✓ Determined for a well-defined audience
✓ Have a defined degree by which consumer must be
changed by advertising campaign.
✓ Must have a time perspective
 DAGMAR- ADVERTISING OBJECTIVE OF CREATING
AWARENESS
 The existing awareness among the prospective customers
may be high or low. The involvement of the prospective
customers in the product may be high or low.
 The involvement is said to be high when the amount
involved in acquiring the product/service is huge, the
purchase decision is less often and irreversible, and
the cost of making an incorrect decision is huge; eg.
automobiles, real estate.

 The involvement is low when the amount involved in

acquiring the product/service is less, the purchase decision
is frequent, and decision making does not involve
much risk in terms of a wrong decision; eg. milk, bread.
DAGMAR- ADVERTISING OBJECTIVE OF CREATING
AWARENESS
 DAGMAR- ADVERTISING OBJECTIVE OF CREATING
AWARENESS

 High Awareness-High Involvement: The aim of

advertising must be to sustain the present level of
awareness.
 High Awareness-Low Involvement: The aim of
advertising must be to refine the present level of
awareness.
 Low Awareness-High Involvement: The aim of
advertising must be to build awareness rapidly.
 Low Awareness-Low Involvement: The aim of
advertising must be to create association between
awareness about the product and the need for the
product.
DAGMAR- ADVERTISING OBJECTIVE OF COMPREHENSION

 After the prospective customers are sufficiently aware,

the next stage is to make them comprehend or understand
the product.
 The objective of advertising at this stage is to make them
understand the benefits, functions and utility of the
product advertised.
 The advertisers can later decide on the type of appeal for
advertising the product, like, rational, emotional, price
appeal or any other type of appeal.
 For example, The ad of Ganga mineral water has been
created using rational appeal that focuses on the feature
(purity) of the product (mineral water) of a specific brand
(Ganga); making the customers understand that the
mineral water.
DAGMAR- ADVERTISING OBJECTIVE OF CONVICTION

 Once the customers understand the product and are able

to comprehend what the brand has to offer, the next step
for the advertiser is to persuade them to purchase the
product.

 The objective of advertising at this stage is to create a

strong conviction among the prospective
customers to execute a buying behaviour.

 This may be achieved by making them develop a strong

preference for the brand and a favourable mental
disposition or attitude for the product.
DAGMAR- ADVERTISING OBJECTIVE OF CONVICTION

 E.g. Hero TV pleasure advertisement

The ad of Hero Honda – Pleasure created awareness

about the existence of a new product, highlighted specific
features for creating comprehension and included the
jingle ‘Why should boys have all the fun’ to create strong
conviction among the females to buy the product.
DAGMAR- ADVERTISING OBJECTIVE OF ACTION

 The last stage is to get the customer buy the product.

 The objective of advertising at this stage is to push the

prospective customer to act: the act of actually buying
or taking a trial of the product that finally closes on
product purchase.

 This step is very important, as the ultimate objective of

advertising is to create sale even if the emphasis is
merely on communicating the message effectively.
 DAGMAR- ADVERTISING OBJECTIVE OF ACTION

Examples
 Use of toll free numbers by mobile service providers to
buy additional SIM card with a number similar to the
one being used, or for availing some additional facility
for their current number.

 2. Direct mail sent by the company for some special

offer or a clearance sale.

 3. Redemption coupons with the newspaper

advertisement that makes the customer to purchase
the product in order to get some benefit.
DAGMAR APPROACH
 Setting of objectives according to DAGMAR approach not
only makes the objectives serve as benchmarks for
measuring the effectiveness of advertising, but also helps
the marketer and advertiser decide on the following:

➢ Advertising budget,
➢ Advertising message and appeal,
➢ Design of ad copy,
➢ Choice of advertising media, and
➢ Frequency of advertisement exposure.

 Appropriate decisions with respect to the above dimensions

lead to better client-agency relationships on one hand and
create brand loyalty among customers on the other hand.
 CHALLENGES TO DAGMAR APPROACH

1.Response Hierarchy:
One of the arguments against DAGMAR approach is its
association with basic response hierarchy model.
Consumers may not always follow the sequence of
communication effects as suggested under DAGMAR.

For example, in case of low involvement products, action

may precede attitude formation. Hence there can be other
alternative response models that have been completely
ignored by this approach.
CHALLENGES TO DAGMAR APPROACH

2. Sales as objective:
An important argument against DAGMAR approach is the
neglect sales as objective completely.
DAGMAR approach emphasized only communication task
as the objective of advertising. As against this, some
experts hold the opinion that the only relevant measure of
advertising objectives is sales. If an ad cannot generate
sales, it is not useful.
 CHALLENGES TO DAGMAR APPROACH
3. Difficult to measure communication effect:

DAGMAR approach suggests setting of well-defined and

measurable advertising objectives and considers
communication task as the basic aim of advertising.
Setting the communication objective in a measurable form
is difficult.
Communication effect is difficult to measure and is
therefore difficult to be spelt out clearly while it is set.
Moreover, communication as an objective may be effective
in the short run due to its high recall value, in the long run
it becomes all the more difficult to measure as the
consumers might forget it.
CHALLENGES TO DAGMAR APPROACH

4. Practicality and Cost aspect:

Another objection raised is about the set of difficulties
involved in the implementation of DAGMAR approach.

Colley suggested determining the number of prospective

consumers in the hierarchy of communication effects and
thereby recommended setting objectives suited to such
proportion of target audience at each level of hierarchy.

This is not an easy task and calls for extensive market

research that may not be feasible and affordable by small
firms.
THE FACETS MODEL OF EFFECTIVE
ADVERTISING
 There are six effects,  Perception (Perceive)
and the categories of  Cognition (Understanding)
effects are:  Affective/Emotion (Feel)

 Association (Connect)

 Persuasion (Believe)

 Behaviour (Act)
FACETS MODEL OF EFFECTIVE ADVERTISING
FACETS MODEL OF EFFECTIVE ADVERTISING

 These 6 facets are polished surfaces like those of a

diamond that come together to make up a unique
consumer response to an advertising message.

 These effects are holistic, leading to an integrated

perception.

 An effective message, then has a diamond like quality

that represents how the message effects work together
to create the desired response.
FACETS MODEL:
1. PERCEPTION
 The process by 1.Exposure
which we receive  Being seen or heard.

information  Media planners try to

find the best way to
through our five expose the target
senses and assign audience to the
meaning to it. message.
 IMC planners
consider all contacts a
consumer has with a
company or brand.
1. PERCEPTION:

2. Selection and 3. Interest and

Attention Relevance
 The ability to draw  Interest
attention, to bring  The receiver of the
visibility. message has become
mentally engaged with
 One of advertising’s
the ad and the
greatest strengths. product.
 Relevance
 The message connects
on some personal
level.
1.PERCEPTION
4. Awareness 5. Recognition
 Results when an ad  Memory
initially makes an
 Recognition
impression.
 Recall
 Most evaluations of
advertising
effectiveness include a
measure of awareness
as an indicator of
perception.
THE SUBLIMINAL ISSUE
 It is a perception issue.

 Subliminal effects are message cues given below

the threshold of perception.

 Critics claim that advertising can manipulate

people subconsciously and cause them to buy
things they don’t want or need.

 Professionals and educators believe there is no

real support for subliminal advertising
THE SUBLIMINAL ISSUE

 BJP used subliminal advertising in one of it's

government scheme's ad film.
 In the advertisement commercial a school girl is
seen going through the pages of a text book where
she runs her hands though the louts symbol which
is an electoral symbol of BJP.
 To shape the public opinion of voters, political
parties often use subliminal programming to create
desired response from voters. In another such case,
BJP was accused of using subliminal marketing
where they opted to have lotus as logo for BRICS
India summit.
2.COGNITION

 How consumers 1.Needs

respond to  The cognitive impact
of an advertising
information, learn, message
and understand  A cognitive ad
something. explains how a
product works and
what it can do for the
consumer.
2. COGNITION
2.Information 3. Cognitive Learning
 Facts about product  When a presentation
performance and of facts, information,
features. and explanations
 Particularly leads to
,important for understanding.
products that are  Used by consumers
complex, have a high who want to learn
price, or are high risk. everything about a
product before they
buy it.
2. COGNITION
4.Differentiation 5.Recall
 Occurs when  When the consumer
consumers remembers seeing the
understand the advertisements and
explanation of a remembers the copy
competitive points.
advantage.  Ads use jingles,
 A consumer has to slogans, catchy
understand the headlines, intriguing
features of a brand visuals, and key
and be able to visuals.
compare competing
products.
3.THE AFFECTIVE OR EMOTIONAL RESPONSE

 Mirrors a person’s 1.Wants

feelings about  Influenced more by

something emotion or desire

 Desire is based on
 Stimulates
wishes, longings, and
wants cravings
 Touches the 2.Emotions
emotions  Agitates passions or
feelings
 Creates feelings
3. THE AFFECTIVE OR EMOTIONAL RESPONSE
3. Liking 4.Resonance
 Liking a brand or ad  Help the consumer
is one of the best identify with the
predictors of consumer brand on a personal
behavior. level.
 If a consumer likes  Stronger than liking
the ad, the positive because it involves an
feeling will transfer to element of self-
the brand. identification.
4.ASSOCIATION

 Theprocess of 1. Symbolism
making symbolic  The brand stands for a
certain quality
connections
 A bond or relationship
between a brand is created based on
and characteristics these meanings
that represent the 2.Conditioned
brand’s image and Learning
personality  The way association
implants an idea in a
consumer’s mind
4.ASSOCIATION
3.Brand Brand Communication
Transformation 1. Brand identity
 A brand takes on 2. Brand position
meaning when it is 3. Brand personality
transformed from a
product into 4. Brand image
something special 5. Brand promise
 Differentiated from 6. Brand loyalty
other products in the
category by virtue of
its image and identity
5. PERSUASION
 The conscious 1.Attitudes
intent on the part  Mental readiness to
react to a situation in
of the source to a given way
influence the 2.Arguments
receiver of a  Uses logic, reasons,
message to believe and proofs to make a
or do something point and build
conviction
5. PERSUASION
3.Motivation 4.Conviction/Preference
 When something  Conviction
prompts a person to  Consumers believe
act in a certain way something to be true
 Marketing  Preference
communications uses  An intention to try or buy
incentives to a product
encourage response  Source credibility
5. PERSUASION
5.Loyalty Involvement’s Role
 Measured both as an  The degree to which a
attitude and by repeat consumer is
purchases. engrossed in
 Built on customer attending to an ad or
satisfaction. making a product
decision
 High involvement
 Low involvement
6. BEHAVIOR
1.Try and Buy
 The action
 Initiating action
response
through trial.
 Effectiveness is  Trial is important
measured in terms because it lets a
of its ability to customer use the
product without
motivate people to
investing in its
do something purchase.
6.BEHAVIOR
2.Contact 3.Prevention
 Making contact with  Involves counter-
the advertiser can be arguing by presenting
an important sign of negative messages
effectiveness. about an unwanted
behavior.
AIDA MODEL
 AIDA is the acronym of Attention, Interest, Desire,
Action.

 This is the simplest model and perhaps the first one

of its kind, where an effort is made to describe the
way advertising affects or influences the prospective
customer.

 This is based on the principle of sequential process or

stages of consumers’ action for purchase.
AIDA MODEL
AIDA MODEL
AIDA MODEL

 This has been an adaptation of the formulation: 'A

hierarchy-of-personal-selling-effects', (in 1898) by
Elmo Lewis.

 The emphasis has been on understanding the

consumer's response to the advertisement endeavor.

 It is important for the advertisers to comprehend and

predict the pattern of consumer's reactions in order to
set the objectives specifically and make effective
advertisements.
AIDA MODEL

 Attention:

It states that the advertisement should be so catchy

and effective that it is able to grab the attention of
the potential customer.

If the advertiser or a marketer is able to seize

attention, the objective of creating awareness is
achieved.
AIDA MODEL
 Interest:
Naturally the next step is to create interest for the
product or service in reference. Catching attention is not
enough.

It becomes useless if it is not followed by the development

of interest among the viewers. The reader or viewer must
become interested in going through the entire Ad and
getting interested in knowing more about the product.

Unless the interest in the product or service is created or

maintained by the advertisement, the marketer cannot
get the action in terms of sale.
AIDA MODEL
 Desire:

If the advertisement has served the initial two purposes of

seeking attention and raising interest, the next step for
the advertiser is to create a desire for possessing the
production the minds of prospective buyers.

The stronger the desire, the better are the chances of

sales.

In order to achieve this, the features and benefits of the

product or service need to be emphasized. One needs to
demonstrate that the product or service would solve the
consumer's problem or fulfill the need or want of the
consumer.
AIDA MODEL

 Action:

The marketer believes that the Ad is a waste of

investment and effort if it does not get converted into
sales.
Under the stage of action the potential customer is
persuaded to purchase. Such an act of persuasion
requires transforming a strong desire into sales, as it
may not happen automatically.

The persuasion in the advertisement must push the

desire in the consumer's mind to act. If the desire is
strong the chances are that it will turn into sales.