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com IMT 05: Advertising & Sales Promotion M2 PART A

Q1. Explain the concept of Brand attitude

Q2. What is the concept of brand personality- can you give two examples of disti nct brand personalities

Q3. What is brand equity- how is it measured?

Q4. What is brand power? Explain the concept.

Q5. How is brand loyalty built up by a marketing firm?

PART

Q1. Highlight the difference i.e. advantages and disadvantages- between newspape rs and magazines as communication media

Q2. What are the key limitations of television advertising- name at least three

Q3. For what products and services is radio advertising suitable?

Q4. Suppose you are the marketing manager for a company manufacturing auto compo nents- what media mix will you choose?

Q5. What are the advantages and disadvantages of outdoor advertising like billbo ards?

PART

Q1. What is the difference between advertising and sales promotion?

Q2. Name at least five types of sales promotion activities

Q3. Distinguish between PUSH and PULL marketing

Q4. Promotion is more important in decline stage than in growth stage-why? Expla in

Q5. What are the disadvantages of promotion? Name at least 3 disadvantages

CASE STUDY

Amul is one of the pioneers in using political satire in its outdoor advertiseme nts- so much so that people often look forward to see the next billboard and chu ckle 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 respon ses

By cornering this unique method- of humour in outdoor advertisement for so longthey 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 advert isements for Cadbury chocolates or different brands of ice-cream- but Amul TV ad vertisement spots are rare.

They also coined a very successful byline called Amul-the taste of India which wa s extensively promoted in its outdoor advertisement campaigns and also product p acks

Amul tried other media options for promoting its pizza but the product and the c ampaign bombed in a big way

Now assuming you are the new marketing manager for Amul and there is a plan to i ntroduce 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.

CASE STUDY

II

Close

Up

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 I ndian 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 marke ters 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 ty pical 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 woul d also start using it and discard Colgate. To counter Colgate's famed Suraksha C hakra, 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 "fightin g bad breath".

The intimacy between couples, portrayed in Close-Up commercials, was seen as dis turbing the Indian mother's sensibilities and hence the ads focused on the grega rious couple, as this group-oriented closeness was seen to be more acceptable to mothers, who are the actual buyers of household toiletries.

Both Colgate and HLL introduced line extensions of their brand, improved packagi ng 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 D utt to reach out to the old and young alike.

Questions: 1. Analyze the case and determine which promotion strategy, 'pull' or 'push' wou ld be

appropriate.

2. Suggest two 'pull' promotions for Close-Up to load the trade. Why do you thin k these promotions would be successful?

3. Develop a sales promotion design for Close-Up. Contact www.solvedhub.com for best and lowest cost solution or email solvedhub@g mail.com