Effect of different anti smoking advertisement strategies as a deterrent

Ad 1: Affects your family Ad 2: Affects you Ad 3: Affect others

2 different smokers
2 different smokers One smoker + non smoker friend
Smoking for more than 4 years
Shown in the morning Shown in the morning
Shown in the morning
Time between viewing and smoking Time between viewing and smoking
Time between viewing and smoking
Number of times smoked Number of times smoked
Number of times smoked
Pre and Post interview Pre and Post interview
Pre and Post interview
Results and Limitations

In Ad1 and Ad3 smokers recalled seeing cigarettes and paid more attention to cigarettes in advertisements
01 because of their addiction. Antitobacco organizations could eliminate the cigarettes in future ads.

Ad2 was most effective in deterring the smokers to smoke, followed by Ad3 than Ad1. Smokers could relate
02 to Ad2 more because of the fear based advertising which tapped into their primal concern of survival.

Ad3 was more effective for non smoker in refraining him from accompanying smoker. Non smoker also
03 created pressure on his smoking friend to not smoke, after viewing the ad.

Ad1 was least effective in the studied subject group as they already hide from family while smoking. The ad
04 has little effect on the subject whose at least one family member also smoked/or he perceived smoking was
acceptable in the family.

Limitations

• Subjects could be exposed to other stimuli which might have prompted or deterred them to smoke.
• Detailed background and emotional condition of the subjects were unknown.
• Small subject group
• Bias in interpretation as it was done based on interviews and responses.
What are Business Models?
 Business Model of a company is it’s strategic DNA and it sets the direction for success.

A business model is a company's plan for making a profit.

Describes the rationale of It captures where the
how an organization creates, business is headed and how
delivers, and captures value. it will get there.

For startups the business model An established company may use it

is what the entrepreneurs first while moving into a new market or
work on. launching a new product or venture.

The Subscription Model On Demand Model Freemium Model

Business Model provides a framework for achieving success, overcoming challenges and creating value.
Business Model Canvas Explained
Outlines nine segments which form the building blocks for the business model in a nice one-page canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

• Who are our key partners?
• What key activities do our
• Who are our key suppliers?
• Which key resources are value propositions require?
• Our distribution channels?
we acquiring from our
• Customer relationships?
partners?
• Revenue streams?
• Which key activities do
partners perform?
Key Resources
• What key resources do our
value propositions require?
• Our distribution channels?
• Customer relationships?
• Revenue streams
Cost Structure
• What value do we deliver to
the customer?
• Which one of our customers’
problems are we helping to
solve?
• What bundles of products
and services are we offering
to each segment?
• Which customer needs are
we satisfying?
• What is the minimum viable
product?
Revenue Streams
• How do we get, keep and grow
customers? • For whom are we
• Which customer relationships creating value?
have we established? • Who are our most
• How are they integrated with important customers?
the rest of our business
model?
• How costly are they?
Channels
• Through which channels do
our customer segments
want to be reached?
• How do other companies
reach them now? Which one
work best?
• Which ones are most cost-
efficient?

• What are the most important costs inherent to our business model? • For what value are our customers really willing to pay?
• Which key resources are most expensive? • For what do they currently pay?
• Which key activities are most expensive? • What is the revenue model?
• What are the pricing tactics?

Business Model Canvas Explained - Strategyzer

Provides a template to communicate the story of your business model

Understanding Growth Strategy Approaches
Ansoff Matrix is a four quadrant strategic planning tool to analyze growth alternatives in existing/new markets with existing/new products

I
n Market penetration
New Market

c
r Penetrate - Increase market share by promotions, discounts, reduce price,
increase distribution
Market Diversification e
Development a Market development
s
i Expand - Expand into new markets by focusing on new customer segments,
B2C to B2B to B2G, new geographic locations - within country/foreign markets
n
Existing Market

g Product Development

Market Product Innovate - Sell new offerings in existing markets with more R&D, increase
Penetration Development product portfolio, partnerships etc.

R Diversification
Existing Offering New Offering i
s Aggressive - Expand into new markets with new product offering by
understanding new market requirements and value proposition of your offering
ANSOFF MATRIX k

Provides a framework to identify and explore growth options and associated risks
Go to Market Strategy - GTM
GTM is a strategic action plan which outlines the steps necessary to succeed in a new market or launching new products

Market Sales and Product KPIs & Success

Strategy
Value Proposition, Positioning,
Pain Points solved, Buyer
Journey, Use Cases
Support
Channel mix, sales Roadmap
Development queue, new Metrics
KPIs to measure success,
tools(Salesforce), training features improvement, milestones to be met,
Market feedback

01 02 03 04 05 06 07 08 09

Business Pricing Service External Budget &

Why are you doing Case
this and
what do you hope to gain?
Pricing strategy, Introductory Support
Customer engagement and
offers and discounts retention, tools(CRM)
Branding, Marketing
Lead Generation, Finances and Resources
key resources to
Marketing content, Events support the GTM plan

Provides a guiding tool that lays down the steps to help you put up a comprehensive strategy