PRESENTED BY: Simerpreet Singh Gill

Advertising serves to inform consumers about

a product and persuade them to buy it.

Advertising can be a positive marketing tool to
corporations and for consumers and live up
with bright side.

INTRODUCTION

CORPORATE BENEFIT: BOOST PROFITS
Advertising's sole purpose is to boost profits
for a business.

CORPORATE BENEFIT: UNVEIL NEW
PRODUCTS
Another positive effect of advertising is gaining
consumer awareness about a new product.
CONSUMER BENEFIT: EXPLAIN
ENVIRONMENTAL CAMPAIGNS
Though advertisements should not be taken on-
face, they have the potential to educate
consumers about the corporation's attempts at
being socially responsible.

CONSUMER BENEFIT: INFLUENCE CULTURE
While some types of advertising can be annoying,
inflammatory and obscene, some ads are witty,
insightful and reveal cultural insights.


EFFECTS OF ADVERTISING
POSITIVE EFFECTS OF ADVERTISING
Although people often focus on the negatives when they
discuss the effects of advertising, it is important to note that
advertising does have its positive side.

Public Service Advertisements
These advertisements market a social concept of importance
to the general public. Many public service announcements
run messages about health, safety and national security.

Social Benefits
In addition to public service advertisements, traditional
advertisements that market a product or service can offer
social benefits.

Economic Benefits
According to the International Advertising
Association, advertising can encourage
companies to compete and provide new products.

Choice
In addition to encouraging consumers to choose
the products that are best for them, advertising, at
least in democratic nations, allows individuals to
learn about the wide variety of lifestyle and
political choices available to them and choose the
ones that they find best.


EXAMPLES OF POSITIVE & NEGATIVE
ADVERTISING
Political Advertising Examples
Political ads are rife with negative advertising
principles. For example, one candidate will focus
on the other candidate's flaws and foibles, making
sure that the voting public knows how horrible the
other candidate is, even if this isn't true.

Public Service Announcements
Public service announcements, or PSAs, typically
utilize negative advertising techniques for their
shock value.

Car Advertisement Examples
When competitors' cars are mentioned, they
are always put in a negative light: the car gets
poor gas mileage or the styling isn't elegant.

Newer Positive Advertisements
A trend towards more positive advertisements
is particularly evident in the beauty industry.
One campaign of note would be Dove's
campaign for young women to help boost their
self-esteem.


SALES AND ADVERTISING
EFFECTS OF ADVERTISING ON SALES VOLUMES
Short-term sales promotions tend to lead to higher
sales volume more quickly, whereas long-term brand
management advertising produces higher sales and
profits over time.
Sales Volume
Sales volume is typically measured in either total
dollars or number of units sold.

Delayed Response Advertising
Delayed response advertising describes ads intended
to boost your company's brand awareness and
favorable market impression over time.
Sales Promotions
Sales promotions have a much more sales-
driven purpose than traditional advertising.

Conflict of Interest
A key consideration when deciding on short-
versus long-term ad messages is the potential
conflicts of interest.


THE RELATIONSHIP BETWEEN ADVERTISING & SALES
PERFORMANCE
Small-business owners want to measure the impact of
advertising on sales performance.

Survey Customers
One of the simplest yet most effective ways to find out what
role advertising played in a purchasing decision is to ask the
customer who made the purchase.

Track Promotions
Advertisers may also use promotions that contain a unique
identifier to help business owners compare the effectiveness
of two or more ads.

Build Brand Awareness
The relationship between advertising and sales
performance is sometimes subtle. Many
consumers decide to purchase goods for nuanced
reasons such as familiarity with a brand.

Study Conversion Rate
One of the metrics advertisers use to measure the
effectiveness of advertising is the conversion of
visits -- to a brick-and-mortar store or to a website
-- to sales.

EXAMPLES
I, me, myself

Campaign: Made for you
Brand: Vodafone
Company: Vodafone India
Agency: Ogilvy India

The Ad:
This was a series of three ads that talked about the different needs and
expectations people have-the first spot was set in a tailor's shop, the
second at the barbershop and the third in a gymnasium.

Our Take:
The brand delivered the message with charming finesse all the way. The
ads were targeted at socio-economic class (SEC) A and B audiences and
the anecdotal responses were so full of hot air, that they made the viewing
experience fun.

Father of man
Campaign: No kidding. No worries
Brand: Flipkart
Company: Flipkart.com
Agency: Happy Creative Services


The Ad:
In this campaign, Flipkart spoke to its target group on why it is the best
online shopping portal. All the ads in this campaign featured kids made to
look, behave and talk like adults at home, at a beauty parlour, in an
office, in a cafe, etc.

Our Take:
If Flipkart can claim today to be one of the most recognised online shopping
brands in the country, much of the credit goes to this campaign.
In advertising, humour is considered a particularly difficult and certainly
risky element but Flipkart sat comfortably on the right side of humour.

The Bond movies
Campaign: Fevicol Marine ferry
Brand: Fevicol Marine
Company: Pidilite Industries
Agency: Ogilvy India

The Ad:
The ad opened with a boatman rowing his boat, which is filled to capacity
with wooden chairs.

Our Take:
Fevicol broke away from using metaphoric representation of an adhesive to
employing the product in the imagery.
And they did it well, for it lent something new to this ad while not really
breaking away from their tried, tested and much loved formula.
The ad delivered the intended brand communication, was humourous and
enjoyable, and made an otherwise staid product category stand out in its
communication.

Mango man's day out

Campaign: Sirf gyaan hi aapko aapka haq dilata hai
Brand: Kaun Banega Crorepati
Company: Sony Entertainment Television (SET)
Agency: Leo Burnett

The Ad:
'Sirf Gyaan Hi Aapko Haq Dilata Hai' was the proposition used by the sixth season of the game
show Kaun Banega Crorepati (KBC) hosted by Amitabh Bachchan

Our Take:
The aam aadmi (common man) premise in the ads certainly had a deep connect with the Indian
audience, especially in the hinterland.
The problems that the characters faced were universal and evident in every section of the
society.
The shift in the positioning from a show which was all about the excitement and the chance to rub
shoulders with Big B to a show where even the underdog could win helped in bringing the brand
closer to the common man.
This campaign was able to reach out to its core audience the common man who wants one
chance to change his destiny -- and was thereby able to capture the core value of the show and
the channel.
What was interesting was that the aam aadmi was not disheartened by the obstacles, but
remained optimistic and confident of his ability to come up trumps.

Play is the only way

Campaign: Cricket Ki Khushi
Brand: Coca-Cola
Company: Coca-Cola India
Agency: Lowe Lintas

The Ad:
This ad opened with a group of children in an arid part of the country
playing a game of cricket, completely unperturbed by the soaring
temperature, their bleak surroundings or the lack of any proper equipment
or cricket pitch.

Our Take
This ad broke the clutter, played to the sensibilities of a cricket crazy nation
with its slice of life moments thus presenting a story which a large number
of Indians could identify with, and finally topped it up with probably the
greatest ambassador of the game delivering a simple, feel-good message:
Keep playing and stay happy.

Go for the gold

Campaign: Diwali Gift
Brand: Tanishq
Client: Titan Industries
Agency: Lowe Lintas



The Ad:
This commercial launched around Diwali showed a middle-aged married couple.
The wife chances upon a Tanishq jewellery set casually kept on the bed. She looks at it in
surprise and wonders who it is for.

Our Take:
A long-married couple that has seen many a difficult time is something the great Indian middle-
class is certainly familiar with.
Caution is what steers them along. They are unlikely to give into spontaneous buys.
The terse, tense exchange between the couple towards the beginning of the commercial made
way for a wonderful surprise in the end. It turned out to be a charming, heart-warming story and
one of the better ones this year.

CASE STUDY
Doing Well by Doing Good: Fair & Lovely Whitening Cream
According to the doing well by doing good proposition, firms have a corporate
social responsibility to achieve some larger social goals, and can do so without
a financial sacrifice.

Introduction
The idea that companies can do well by doing good has caught the attention of
executives, business academics, and public officials.
The popular bottom of the pyramid or BOP proposition which argues that large
private firms can make significant profits by selling to the poor, and in the
process help eradicate poverty

Doing Well
Fair & Lovely, the largest selling skin whitening cream in the world, is clearly
doing well.
Created by HLLs research laboratories, Fair & Lovely claims to offer dramatic
whitening results in just six weeks.
Doing Good
Not surprisingly, HLL claims Fair & Lovely is doing
good by fulfilling a social need. They argue that 90
percent of Indian women want to use whiteners
because it is aspirational

Target Market
The target market for Fair & Lovely is
predominantly young women aged 18-35 (Srisha,
2001). Disturbingly, there is repeated evidence
that schoolgirls in the 12-14 years category widely
use fairness creams


Constraints on Free Markets
Fair & Lovely is clearly doing well; it is a profitable and high
growth brand for Unilever in many countries, especially in
India.

Corporate Social Responsibility
As stated earlier, HLL explicitly states on its website that its
corporate social responsibility is rooted in its Corporate
Purpose - the belief that to succeed requires the highest
standards of corporate behavior towards our employees,
consumers and the societies and world in which we live.
It is possible that HLL top management genuinely believes its
own rhetoric that Fair & Lovely empowers women. There is a
wide gap between this belief and the position of civil activists
that Fair & Lovely advertising is demeaning to women.

CAN ADVERTISING CHANGE INDIA'S
OBSESSION WITH FAIR SKIN?

In a country where dark women are referred to
as "blacky" at work, one actress takes on a
massive skin-bleaching industry.

In India, a country where the majority of the
population is dark-skinned, there is a widely
held belief that dark complexions are inferior to
fair ones.

The message is clear: fair skin represents
beauty and success, and as a result Indians
are keen consumers of products that promise
to lighten skin.

In March of this year, an organization called
Women of Worth launched a "Dark is
Beautiful" campaign to draw attention to the
effects of racial prejudice in India.

The print ad features the actress Nandita Das
urging women to throw out their fairness
creams and abandon the belief that dark skin
is ugly.
Meanwhile, in early July, the cosmetics
company Emami released a
competing television ad starring Bollywood
superstar Shah Rukh Khan.

In the ad, Khan tosses a tube of fairness
cream to a young fan, telling him that fairness
is the secret to success in life. In response, the
"Dark is Beautiful" campaign filed a petition on
Change.org asking Emami to suspend the ad
on the grounds that it is discriminatory.


As India's economy continues to boom, the market appears
to be a driving force behind the discrimination against dark
skin.

The fairness industry first evolved as a response to consumer
demand.

The current "Dark is Beautiful" petition against Emami is a
small step in this direction.

However, while the petition has garnered thousands of
signatures in a matter of days, it is unlikely to convince
Emami to withdraw its ad or change its approach.

CONCLUSION

Doing well by doing good is a seductive proposition that has
understandably captured the attention and imagination of
many executives, academics and public officials.

Problems arise when there is a divergence between private
profits and public welfare.

In that case, there is a need to constrain markets, which is
particularly difficult in the context of developing countries.

As the countries develop economically, politically, and
socially, these shortcomings will get remedied. Meanwhile,
CSR is the best hope..

THANK
YOU