Lovely School of Technology&

Sciences

LOVELY PROFESSIONAL UNIVERSITY

HOME WORK: #2

Course Title: Advertising

“ Johnson & Johnson”

B.TECH CSE(HONS.)
(A1701T1)

Submitted To:- Submitted By:-

Mr. Bhagat Singh Rohit Sindhu
Reg No:-5050070023
Roll no:-A1701T1A52
 Johnson & Johnson

Introduction
 Johnson & Johnson is on 2nd rank in world .Top
one is coca-cola.
 Our Family of Companies is organized into several
business segments comprised of franchises and
therapeutic categories - Consumer Health Care,
Medical Devices & Diagnostics and
Pharmaceuticals.
 In the 50 years of operating in India, Johnson &
Johnson Limited, India has gained a reputation for
 
delivering high-quality products.
 we employ more than 2000 people and the
businesses span Consumer, Medical Devices and
Diagnostics, Pharmaceuticals and Vision Care.
 Johnson & Johnson India is an employer of choice
and is a recipient of several awards, which
recognize it as one of the best employers in India.

Product
 Johnson and Johnson products are basically in three main categories:
Pharmaceuticals, Medical Devices & Diagnostics, and Consumer Health
care.
 The following are examples of the Johnson & Johnson product inventory:
Feminine hygiene, Denture care, Contraceptives, Immunology, First aid,
Family planning, Oncology, Nutritionals, Diabetes care, Neurology, Vision
care, Allergy cold and flu treatment, Women’s Health, Medical devices and
diagnostics.

Place
 These are some companies that sell Johnson and Johnson products
wholesale: Over the Counter Wholesale.com, WUZ Group,
ShopatHome.com
  Johnson and Johnson products can be found at the following retail outlets:
Target, General Stores, VMart, Medical Shops, to name but a few.

Objective :-
Our objective of this report to analyse the analyze the Strategy, Big Idea, Creative Execution
Elements (Message Appeals, Structure, Format, tone ) int he advertisement in Johnson &
Johnson.

Analysis of AD:-
To complete our objective 1st we need to understand the Desinging of dvertisment.

 Creative strategy is the process that turns a concept into an advertisement. An effective
advertising message should satisfy four requirements that marketers call the AIDA
concept, which is an explanation of the steps through which an individual reaches a
purchase decision: attention, interest, desire, and action. An effective message should get
attention, hold interest, create desire, and produce action. First, the promotional message
must gain the potential customer’s attention. It then seeks to arouse interest in the
product. At the next stage, it stimulates desire by convincing the would-be buyer of the
product’s ability to satisfy his or her needs.
 Message Strategy:-The first step in creating effective advertising messages is to decide
what general message will be communicated to consumers. Developing an effective
message strategy begins with identifying customer benefits that can be used as
advertising appeals. Ideally, advertising message strategy will follow directly from the
company’s broader positioning strategy. Message strategy statements tend to be plain,
straightforward outlines of benefits and positioning points that the advertiser wants to
stress.
 
 The advertiser must next develop a compelling creative concept—or “big idea”—that
will bring the message strategy to life in a distinctive, attention-getting, and memorable
way. The “big idea” may emerge as a visualization, a phrase or slogan, or a combination
of the two.
 
 When designing ads, advertisers come up with many ingenious ways to express a
concept. Advertisers can use a number of different appeals in advertisements.
Advertising appeals should be meaningful, believable, and distinctive. Appeals are
usually either factual or emotional. In general, logical, rational, reason-why appeals are
more effective in persuading educated audiences; and emotional appeals are more
effective in persuading less-educated consumers. Frequently used emotional appeals are
fear, humor, and sex.
 
  Strong fear appeals tend to be less effective than mild fear appeals. Marketers should use
reasonable but not extreme fear appeals. They should also realize that fear appeals are not
always appropriate.
Note:-After studying many advertisement I conclude that Johnson & Johnson using fear
appeal in their products how this we discuss in below session.
 
 
 Message Execution
The advertiser now has to turn the big idea into an actual ad execution that will capture
the target market’s attention and interest. The creative people must find the best style,
tone, words, and format for executing the message. Any message can be presented in
different execution styles, such as the following:
 
 Reasons Why – This style gives consumers a single, clear reason why one product is
better at solving a problem. The format focuses on a need and points out how the
product can satisfy it. This is known as a unique selling proposition.
 Comparative Advertising – This style explicitly names two or more competitors.
Comparative ads can be very effective, but there is a risk of turning off consumers who
don’t like the negative tone. Comparative advertising is probably best for brands that
have a smaller share of the market and can focus on a clear observable superiority to a
larger brand.
 Demonstration – This style shows a product “in action” to prove that it performs as
claimed. This style helps sell products that people “use.” Demonstration advertising is
most useful when consumers are unable to identify important benefits except through
seeing the product in use.
 Slice of Life – This style shows one or more “typical” people using the product in a
normal setting.
 Lifestyle – This style shows how a product fits in with a particular lifestyle.
 Fantasy – This style creates a fantasy around the product or its use.
 Mood or Image – This style builds a mood or image around the product, such as beauty,
love, or serenity.
 Musical – This style shows one or more people or cartoon characters singing about the
product. This can include jingles.
 Personality Symbol – This style creates a character that represents the product. The
character might be animated.
 Technical Expertise – This style shows the company’s expertise in making the product.
 Scientific Evidence – This style presents survey or scientific evidence that the brand is
better or better liked than one or more other brands.
 Testimonial Evidence or Endorsement – This style features a highly believable or likable
source endorsing the product. It could be ordinary people saying how much they like a
given product or a celebrity presenting the product.
Johnson & Johnson Advertisements :-

The most selling products of Johnson &Johnson in India is baby care products. E.g:-Hair
Oil,Milk Lotion,Soap etc.
Lets take some example of advertisements:-

1. Ad of Johnson No tear Sampoo:-

Creative Strategy behind this is to get the attention of parents of all children in India
because all parents must care for their child So they target the parents. Every Parent
want their child safety and should looks healty, smart .They created a desire in parent
to get the product to their child safety and health.

Message Strategy of this product uses fear appeal . The whole advertisement is about
baby eye care .That is the quality of product no tear in eye and the great reason for
selection opf product
In starting of the advertisement the sound come that “yae aakhe seshe si najuk enhe
sabhun ke asshu kyo rulaye jaye ”.

This shampoo is no tear so that your child eye has no tear in his eye and the bath of
your child is safe and healthy .
After bath with no tear shampoo At last the message is “ab abke aakhe roye ge nahi
bass hase ge ”.
So the Big Idea Behind this advertisement is to get the attention toward their children
safety and health using Johnson & Johnson Product (No tear shampoo ) and the target
is eye of baby to reflect the mind of mothers .Main quality of product is “no tear ”.

Execution: - Execution is the main think to represent the right, message to customer.
Execution of advertisement should be, meaningful and should convey some message
to customer. Johnson & Johnson use playing sound track “tere aakhe tere aakhe”
that show the advertise objective. Face selection is good as mother. Face of mother is
depend upon many factor like emotion toward child, lovely express.
Emotional touch (mother care to her child )

Show Mother selection of Product

Normally Child carry will taking bath

but in this the child looks very happy
that directly attack on the thinking of
customer mind .
 Sound comes “No tear
Formula”

(Showing the unique quality of

“Aakho me no more tears ”

Customer mind reflect toward

the product .

Conclusion :-

Johnson & Johnoson is Right now is the having the 2nd rank after coca-cola.