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Themes for Advertising
Campaigns
Approaches
Rational Creative Approach
Emotional Creative Approach
Using an Endorser
Rational Creative Approach
COMPARATIVE ADVERTISING :
2 or more recognizable brands of the same
class are compared on various product
attributes
Implied comparisons (brands not mentioned)
or Explicit comparison (brands named)
Used widely when the buying will be
objective led
Effectiveness
Not to raise preference ratings for self but to
lower the preference ratings of competitors
Scores high on recall & attention
Misidentification
Brands using other competitor names creates
confusion about which brand is being
advertised specially in TV or radio
Leader vs Follower
Direct advertising by challenger ads gets them
in the same consideration sets as that of the
leader in the mind of the consumer
Market leader has a lot to loose by direct
comparison as they are creating free
awareness for the other brands
Market leaders can use indirect comparisons
Inoculative Advertising – Building
Resistant Advertising
The goal of advertising/marketing is to
“defend”
Refutational Advertising
Explicitly or implicitly stating competitive
appeals/consumer beliefs & then refuting
them
Eg. Hertz explained the many benefits of
renting a Hertz car. Avis refuted the claim of
“No. 1 equals the best” by suggesting “No2
tries harder”
Refutational Advertising
Make competitive attacks appear less credible
The only disadvantage is that it offers
consumers additional info about competition
& might just enhance competitor’s image
Emotional Creative Approaches
Emotion evoking creative are suitable for low
involvement categories (candy, soft drinks) &
high feelings categories ( perfumes, jewellery,
watches, etc)
Resorts to using myriad emotions - Warmth,
care, love, humour, fear, celebrity
Using An Endorser
Why Does It Not Work
Improper positioning
: Associating with a star, however big he or she may
be, in itself does not guarantee sales.
The most it can do is generate interest in the
product or create a buzz around it.
Eg. Maruti Versa.
In spite of Amitabh Bachchan and his son Abhishek
Bachchan as brand ambassadors sales remained
sluggish.
Improper positioning
The Big B magic did work and the ads created
significant interest, drawing people into the
showroom.
The positioning itself was faulty as people were
expecting a larger than life car, just like the brand’s
ambassador.
Versa re-positioned as a family car, with the core
proposition being, “the joy of travelling together.”
Improper positioning
The Versa witnessed an upswing in sales.
Earlier average sales were 80-100 vehicles a
month. After re-positioning they were selling
450 vehicles a month
Brand-celebrity disconnect
If the celebrity used represents values that conflict
with the brand values and positioning, the
advertising will create a conflict in the minds of
the TG.
EG. Toyota chose teeny-pop singer Britney Spears
for its brand Soluna Vios, a family sedan, which is
preferred by married men and women with
children.
A youth icon like Britney would’ve been better
used by Toyota for a sleek sports vehicle rather
than for Soluna Vios, Toyota should choose
someone like a mature man, Harrison Ford for
example.
Brand-Celebrity disconnect
When the celebrity’s imagery is used to etch
a personality for a brand from scratch, there
is a strong issue of the star overshadowing
the brand itself.
Reid and Taylor runs the danger of being
known as the Bachchan-wallah suiting.
The identity of the brand is subsumed by
that of the star.
Clutter Flutter
A deluge of celebrity endorsements leads to clutter
that it aimed to break.
Eg.Amitabh Bachchan endorses Pepsi, ICICI,
Parker Pens, Nerolac, Dabur, Reid & Taylor, Maruti
Versa, Cadbury and a few social messages
Same with Shah Rukh Khan endorsing Omega, Tag
Heuer, Pepsi, Hyundai, Clinic All Clear, Airtel, etc.
Dissatisfaction with
Product Quality/Performance
You cannot sell an ordinary product just by
making a celebrity endorse it.
This way the product will fail faster because
the presence of the celebrity will create a
buzz and more people will know about the
“ordinariness” of the product.
Dissatisfaction with
Product Quality/Performance
Eg. Sachin Tendulkar’s endorsement of Fiat
Palio was quite a success initially.
But as word about the poor fuel efficiency of
Palio spread, its sales took a beating.
In this case, Sachin’s presence could’ve
worked wonders but for the poor
performance of the car in a market that is
highly performance conscious
Confusion/ Skepticism
Some viewers forget the brand that a celebrity is
approving.
Others are so spellbound by the personality of the
celebrity that they completely fail to notice the
product/brand being advertised.
A case in point is that of Nerolac Paints, which is
endorsed by Amitabh Bachchan
A study by Cyber Media Research showed that 80%
of the respondents when asked to associate
Bachchan with a paint, did so with Asian Paints
Vampiring
The concept of a celebrity becoming bigger
than the brand is known as Vampiring.
The customer ends up remembering the
celebrity but not the brand.
EG. Dinesh Suitings used Gavaskar and let
him rule the brand.
In the minds of a customer, Sunil Gavaskar
was the brand identification for Dinesh.
Reputation of Celebrity
Celebrities being human make mistakes but their
mistakes get as much attention as their celebrity
status and this can adversely affect the brands
that they are endorsing.
Eg. Magic Johnson lost his endorsement deals
when he announced in 1991 that he was HIVpositive.
It wasn’t until July 2003 that he landed his first
endorsement deal since the announcement.
Closer home Pepsi severed its association with
Azharuddin and Jadeja when they got embroiled
in the match fixing controversy
Cost
Celebrities not only devour the brand with their
larger-than-life shadow, they also eat up a substantial
part of the budget.
It doesn’t make economic sense to use celebrities .
The 30-second TV ad is reduced to a 15-second
reminder and the media list shrinks to the point
where the so-called celebrity-advantage becomes
self-defeating.
Inadequate exposure will always lead to inadequate
results out of the partnership
Why It Works
Trait-Brand Connect
The strategy for a brand should strongly
warrant the use a known face in an idea.
The celebrity values are synergistic with the
brand values
Unless the celebrity's values, the category
benefit and the brand values are closely
linked, there are chances that the celebrity
will be remembered more than the brand he
is advertising for.
Breaking Clutter
In today's world of fragmented media, high
clutter and minute-short attention spans,
celebrity endorsement offers high impact,
notice ability & high recall
Building Credibility
After the negative impact of the worminfestation controversy, Cadbury India
wanted to get the message of new
strengthened packaging & reinforcing trust
The quickest way was to use a celebrity
capable of drawing attention to the
message.
Building Credibility
And who better than Amitabh Bachchan,
the biggest celebrity of them all
In his absence, this task would have taken
far more time to percolate across the
country.
Expertise & Trustworthy
A well-known face would obviously speak for
more expertise than an ordinary one.
EG. Reebok would always be better
advertised by a Sachin Tendulkar.
This refers to the customer’s confidence in
the source for providing information
Expertise & Trustworthy
EG. Getting Amitabh Bachchan to advertise
ICICI’s services lends credibility to their
product.
Subconsciously the investors feel that a
product endorsed by the Big B will be safe &
they will get back their money.
Aspirations
People ape celebrities in their day-to-day
activities
Brand- Celebrity Connect
Effective celebrity endorsements occur
when both brand and celebrity have equal
status in the relationship.
Over the years, non-celebrity based
advertising had built a sharply etched
personality for brand Perk — fun,
mischievous, bubbly and simply “perky”.
The marriage in 2003, with one of the
original Perk models, Preity Zinta, who
embodied very similar values, has only
further strengthened the brand’s imagery.
Brand-Celebrity Connect
When the unique differentiator of the star is
completely woven into the execution of the
communication, that the effectiveness of the idea is
enhanced manifold.
One cannot imagine the Thanda Matlab Coca-Cola
campaign without Aamir Khan.
Exclusivity
The most effective celebrity endorsements occur
when there is a degree of exclusivity and mystery
attached.
Indiscriminate endorsements do tend to erode the
value of the partnership.
Use of Humour
Humor works for products that people
have low involvement
Humor is also good at getting attention
Humor in the ad has to have a tie up
with the product
Else, people will only pay attention to
the humor and ignore your product
The Advertising Budget
Competitive Parity
Advertising budgets are set according to what
competitors have
No logic & leads to failure as the company’s
advertising needs/marketing requirements do
not match the budget
Affordability
Budget set according to what the company
can spend/afford
This also leads to failure especially if the
brand cannot maintain threshold levels
Small firms adhere to this
Fixed Percentage of Turnover
Budget is set according to a specific percentage of
sales
EG. 1%-2% of their total turnover
No direct relation to the advertising objectives/
promotional requirements
Different brands/products at different stages of
their life cycle require varying levels of advertising
support
Budget Based on Functions to be
Performed
A modern & objective approach
Companies require some real benefit through
advertising
The quantum of funds required to attain the
specified advertising goal is decided on a functionto-function basis
Ad objectives are set, roles in achieving the
marketing objective is decided & then advertising
appropriations are decided on a market to market,
product to product & brand to brand basis
Regression Analysis
Done on historical data – time series data or cross
sectional data
Time series data records past advertising
expenditures& sales over time
Cross sectional data records ad expenditure & sales
for a specific time over different markets
Majority use time series data
Aim is to predict dependable variable – sale &
market share
Adaptive Control Model
John D.C Little introduced this model
Model recognizes that advertising budget decisions
need updating because the relationship between
advertising & sales changes overtime with changes
in the market conditions
The Compromise
Blend the methods to arrive at a
“compromise budget”