Advertising for Retail Sector-prince Dudhatra-9724949948

8/7/2019 Advertising for Retail Sector-prince Dudhatra-9724949948

http://slidepdf.com/reader/full/advertising-for-retail-sector-prince-dudhatra-9724949948 1/30

DEPARTMENT OF BUSINESS ADMINISTRATION BHAVNAGAR UNIVERSITY

BHAVNAGAR

ADVERTISING STRATEGIES FOR RETAIL

SECTOR, COOPERATIVE SECTOR, POLITICALFRATERNITIES, AND PUBLIC SERVICES

prince dudhatra-9724949948



ADVERTISING

Advertising is a paid form of nonpersonal communication where an identified sponsor uses mass media to persuade or influence an

audience.




TYPES OF ADVERTISEMENTS

y BRAND ADVERTISING

y RETAIL ADVERTISING

y

POLITICAL ADVERTISINGy DIRECTORY ADVERTISING

y DIRECT-RESPONSE ADVERTISING

y BUSINESS TO BUSINESS ADVERTISINGy INSTITUTIONAL ADVERTISING

y PUBLIC SERVICE ADVERTISING




METHODS OF ADVERTISING

PUSH METHOD PULL METHOD




ADVERTISING STRATEGY

An advertising strategy is a campaign

developed to communicate ideas about productsand serv ices to potential consumers in the hopes of

conv incing them to buy those products and serv ices.




ADVERTISING STRATEGY

ASSESSMENT ACTION




Today, most advertising strategies focus on

achiev ing three general goals

y

Informy Persuade

y Remind




CREATIVE MIX

The core of an advertising strategy

Target audience

Product concept Communication media

Advertising message




RETAIL SECTOR




LEADING RETAIL OUTLETS

Subhiksha

Big Bazaar

Pantaloons Reliance Super

V-Mart

Shoppers¶ Stop Saravana Store




ADVERTISING OF RETAILERS

Why advertising?

To prov ide specif ic information

To create strong sense of desire, curiosity, and

urgency

To entice customers to v isit dealer¶s show room




MODES OF ADVERTISING

y Retail outlets

y TV commercials

y Print ads

y In-store promotion

y Hoardings

y Cinema theatres

y Audio-visual vans

y Radio advertising

y SMS advertising






Amul- The Taste of India

The Gujarat Cooperative Milk Mark eting Federation

Ltd (GCMMF) is draw ing up a f resh game plan for itsflagship brand 'A mul Fresh Milkµ

A mul is selling its packaged milk brands on the Net

too




y From the Sixties to the Nineties, the A mul ads have come along w ay. W hile most people agree that the A mul ads were

at their peak in the Eighties they still maintain that the

A mul ads continue to tease a laughter out of them

y W here does A mul's magic actually lie? It is in the catchy lines which leads to laughter because the humour is what

anybody would enjoy.




ADVERTISING STRATEGIES IN POLITICAL

SECTOR




MASS MEDIA AND POLITICAL AWARENESS

y powerf ul role in f reedom struggle during the pre-

independence era.

y competitive communication strategies to attract people'sattention

y panel discussions, opinion analysis, talk show s, interv iew sand speeches on the mass media

y direct cause and effect relationship between mediamessages and their audiences

y media helps in ev aluating the electoral candidatesy use of cable TV to advertise to specialized audiences

y nationw ide recognition to marginal leaders of marginal

parties




MODES OF ADVERTISING

y TV commercials

y Print ads

y Hoardings

y Cinema theatres

y A udio-v isual v ans

y R adio advertisingy SMS advertising




CONGRESS

� Congress f rom 1947 instinctively tapped into the Indian

psyche and ensured the brand stood for 'Independence

struggleµ

� Nehru and his independence associations and IndiraGandhi and her dy nastic lineage were the drivers of iconicimages that attracted voters for three decades

� The 1984 elections were won on sympathy for a traumatised'son' -- R ajiv Gandhi!




� Use of a professional agency for a political campaign inIndia by R ajiv Gandhi dates in 1980s

�

Intuitive strategies adopted by the local leaders to rouselocal emotions and garner votes

� In 1972, the Indian v ictory over Pakistan in 1971, prov ided

the Congress brand w ith that momentum to k eep going.

� The f act that Indira Gandhi had a surname that connected

w ith the f ather of the nation just helped the brand.













BJP

� They adopted and owned the 'cow and calf' symbol --subliminally appealing to the large 'rural Hindu illiterate'population

� Role of being the 'promoter of the scheduled class andtribesµ

� They are follow ing the typical mark eting principle of "don'tgo negative, play positive³

� The 'Bharat Uday ' campaign, the 'Bharat Uday Y atra' andthe 'Friendship Series in Pakistan' have all beensy nchronized well together to build and reinforce this 'feelgood' f actor to create a positive feeling that could helppeople to be optimistic for the f uture.




India Shining...Feel Good v s. Fail Good

y The genesis in July 2003

y Highlighted India as a f ast developing country highlighted India's achievements under the NDA

government.




There has been a literal demand for cine stars not for more

mega projects but to boost the electoral fortunes of political

parties

CELEBRITY CAMPAIGNING




SMS ADVERTISING

y Send Ads to create brand value.

y Broadcast y our message to y our Target Audience

y Save Time as it is Quick To Create, Conceptualize & Start

the Campaign

y

Direct Reach to Audience

y V iral: Customers forw ard messages to f riends & Family




PUBLIC SECTOR

y INTRODUCTION

y EVOLUTION

y GLOBAL TREND

y ECONOMIC SCENARIO AND ROLE OFPUBLIC SECTOR IN INDIA ± GENERAL

PERSPETIVE

y PER FORMANCE STATUS

y DEVELOPMENT IN RECENT YEARS

y NEW OPPORTUNITIESprince dudhatra-9724949948



INDIAN RAILWAYS

y INTRODUCTION

y EIGHTH PLAN PERIOD

y

NEW STRATEGIES




REFERENCES

William W ells, John Burnett and Sandra Moriarty,Advertising-Principles and Practice, Fourth Edition,Prentice Hall Inc. 1998

Dav id A ak er, R ajeev Batra and John My ers,Advertising Management, Fourth Edition, Ninth

Reprint, Prentice-Hall of India Priv ate Limited, 1996


Documents

Advertising for Retail Sector-prince Dudhatra-9724949948