“ROLE OF ADVERTISING IN FMCG SECTOR”

7/27/2019 ROLE OF ADVERTISING IN FMCG SECTOR

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INTRODUCTION

ADVERTISING is any paid form of no personal presentation and promotion ofideas, goods or services by an identified sponsor.

rgani!ations "andle t"eir advertising in different #ays. In small companies

advertising is "andled by someone in t"e sales or mar$eting department, #"o

#or$s #it" an advertising agency. A large company #ill often set %p its o#n

advertising department, #"ose manager reports to t"e vice president of mar$eting.

T"e advertising department&s 'ob is to propose a b%dget( develop advertisingstrategy( approve ads and campaigns and "andle direct mail advertising, dealer

displays, and ot"er forms of advertising. )ost companies %se an o%tside agency to

"elp create advertising campaign and to select and p%rc"ase media.

Advertising and promotions is bringing a service to t"e attention of potential and

c%rrent c%stomers. Advertising and promotions are best carried o%t by

implementing advertising and promotions plan. T"e goals of t"e plan s"o%ld

depend very m%c" on t"e overall goals and strategies of t"e organi!ation, and t"e

res%lts of t"e mar$eting analysis, incl%ding t"e positioning statement.

T"e plan %s%ally incl%des #"at target mar$ets yo% #ant to reac", #"at feat%res and

benefits yo% #ant to convey to t"em, "o# yo% #ill convey it to t"em *t"is is often

called yo%r advertising campaign+, #"o is responsible to carry t"e vario%s

activities in t"e plan and "o# m%c" money is b%dgeted for t"is effort. S%ccessf%l

advertising depends very m%c" on $no#ing t"e preferred met"ods and styles of

comm%nications of t"e target mar$ets t"at yo% #ant to reac" #it" yo%r ads. A

media plan and calendar can be very %sef%l, #"ic" specifies #"at advertising

met"ods are %sed and #"en. or eac" service, caref%lly consider- "at target

mar$ets are yo% trying to reac" #it" yo%r ads/

"at #o%ld yo% li$e t"em to t"in$ and perceive abo%t yo%r prod%cts *t"is s"o%ld

be in terms of benefits to t"em, not yo%+/ "at comm%nications media do t"ey see

or prefer t"e most/ 0onsider TV, radio, ne#sletters, classifieds, displays1signs,

posters, #ord of mo%t", press releases, direct mail, special events, broc"%res,

neig"bor"ood ne#sletters, etc.

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"at media is most practical for yo% to %se in terms of access and affordability

*t"e amo%nt spent on advertising is often based on t"e reven%e e5pected from t"e

prod%ct or service, t"at is, t"e sales forecast+/

6o% can often find o%t a lot abo%t yo%r c%stomers preferences '%st by cond%cting

some basic mar$et researc" met"ods. T"e follo#ing closely related lin$s mig"t be

%sef%l in preparation for yo%r planning.

A word of warning

7Advertising7 is not easily defined, t"o%g" many people "ave tried. Narro#ly, itmeans clearly identifiable, paid for comm%nications in t"e media, #"ic" aim to

pers%ade, inform or sell. 8%t t"e #ord is also %sed to cover a m%c" broader range

of activities from design to p%blic relations by #"at are often t"e sameorgani!ations, %sing similar s$ills.

The main players

Advertising is not a single ind%stry, b%t spreads %ntidily across at least t"reeseparate $inds of employer organi!ation t"ose #"o are

use it *t"e advertisers+(make it *t"e advertising agencies+( and

display it *t"e media+.A n%mber of ot"er, more speciali!ed organi!ations e.g. mar$et researc" companiesare also involved.

Different sorts of advertising

9sing its narro#er definition, advertising ta$es t#o main forms

7Display7, and 7classified7.

Display advertising embraces TV and radio commercials, posters, and largedisplay spaces in t"e press, ne#spapers and maga!ines. *T"e press media alsocarry a "%ge vol%me of classified advertising small space commercial, recr%itmentand personal ads.+

T"en t"ere are direct mail and circulars advertisements %sing t"e letterbo5 as amedi%m.Direct response advertising *also called 7direct mar$eting7, i.e. %sing t"e ad in

place of a retail o%tlet+ c%ts across t"ese divisions. It vario%sly employs direct mail,send a#ay co%pons in t"e press, and p"one n%mbers on radio and TV as t"ec%stomer7s means of contact. At t"e broadest, a #"ole gam%t of ot"er activities

e.g. sales promotion e!hi"itions design and packaging and even mar$etingitself are seen as 7advertising7 too.

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T"e aggregation of s%c" tools, along #it" media advertising, price anddistrib%tion, are often called t"e marketing mi!.

8eca%se all t"ese activities re;%ire more or less t"e same s$ills *often %sing t"esame people+, and serve similar ob'ectives, t"is boo$let aims to provide someinformation abo%t all of t"em.


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8riefly, once an advertiser *t"e client+ identifies needs for #"ic" advertising is t"e

best sol%tion, "e briefs independent specialists *typically an advertising agency+ to

plan t"e details and create t"e advertising.

"en approved, t"is is displayed in t"e agreed medi%m *for instance television+ at

an agreed cost. Researc" specialists commonly test t"e advertising before"and

and1or try to meas%re its effects after#ards.

An advertising programme of t"is $ind is generally called a campaign, and %s%ally

incl%des a series of advertisements, in a n%mber of broadcast c"annels or printed

media. T"e campaign is %s%ally based on statistical calc%lations of #"at percentage

of t"e target gro%p #ill see it *penetration+ "o# many times on average

*fre;%ency+. t"er variables are "o# s$illf%lly t"e media "ave been bo%g"t, t"e

si!e of t"e commission or fees paid to t"e advertising agency, and t"e cost ofprod%cing t"e ads t"emselves. At first reading t"is #ill so%nd rat"er imprecise and

complicated. 8%t #it" e5perience, it is possible to say fairly acc%rately #"at a

partic%lar campaign is li$ely to cost or, conversely.

'ow much advertising a given "udget and "rief will "uy(

0osts are %s%ally rec$oned on t"e basis of 70>T7 t"e average 0ost >er T"o%sand

people

Reac"ed in t"e target gro%p. T"is of co%rse varies according to t"e si!e of t"e ad,

t"e rates

0"arged by t"e individ%al media, and #"et"er a printed ad is blac$ and #"ite, or

f%ll color, etc.

No#adays virt%ally every organi!ation in t"e 9? %ses advertising in one #ay oranot"er, beca%se t"ey find it a practical and cost effective #ay of ac"ieving some

of t"eir aims. T"e operative #ords are 7cost effective7. If t"e ob'ectives are

commercial, one test #o%ld be #"et"er, in t"e long r%n, t"e company gets a better

profit res%lt overall from a partic%lar #eig"t of advertising t"an from, say, a

"eavier or lig"ter #eig"t, or none.

If t"e ob'ectives aren7t commercial b%t, for instance, to comm%nicate information,

t"e ;%estions are

*a+ "et"er t"e effects of advertising are #ort" t"e cost, and

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*b+ "et"er advertising is t"e most ine5pensive #ay of creating t"ese effects.

It is diffic%lt to meas%re or demonstrate e5act cost benefits from advertising and

certainly to forecast t"ese in advance. Apart from sales statistics, t"e most common

tools are vario%s specialised forms of mar$et researc", and econometric modeling.

T"e reason advertising so irritatingly el%des logical or scientific analysis is t"at

t"ree variables are involved in its effects t#o of t"em not easily meas%rable. T"ese

are t"e #eig"t of advertising, t"e effectiveness of t"e creative idea and e5ec%tion,

and t"e latent potential of t"e sit%ation to be c"anged by advertising or anyt"ing

else any#ay.

i$e it or "ate it, advertising is generally recogni!ed to "ave several practical

benefits for society at large.

)ore media

ne of t"ese is t"at it largely finances t"e media. it"o%t advertising reven%e, t"e

9? #o%ld "ave no commercial TV or radio, far fe#er and m%c" more e5pensive

ne#spapers and maga!ines, and of co%rse no posters. 0inema tic$ets #o%ld be

more e5pensive.

In t"is regard, advertising7s effect is vastly to enric" t"e variety and n%mbers of

media available, and it is an a%t"entic engine of freedom of speec". It also claims

t"is freedom itself, #it"in t"e la#. *In t"e 9? t"e principle of 7editorial

independence7 means t"at advertisers pay for t"e media, b%t cannot m%c" infl%ence

t"e media7s editorial content, #"et"er e5cellent or deplorable. 8roadcasters and

editors say #"at t"ey #ant to say- t"e advertisers are simply allo#ed to b%y a

proportion of discrete spaces to say #"at t"ey #ant to say.+

Choice

Advertising, beca%se it is 7competitive7, is an agent to improve t"e range of

prod%cts available, t"e speed #it" #"ic" ne# ones can be introd%ced, and even t"e

#ays in #"ic" #e s"op.

*rices

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inally, despite its cost *;%ite often as m%c" as B per cent of total prod%ct costs+ it

"as t"e

Tendency to red%ce prices, beca%se of t"e efficiency it creates t"ro%g" economies

of scale, and t"e nat%re of competition.

Advertising is often critici!ed, t"e t"ree most common criticisms being-

T"at it is #astef%l and increases prices *ie #it"o%t its e5pense, t"e goods

advertised #o%ld ot"er#ise be c"eaper+(

T"at it is v%lgar and tasteless( and

T"at it e5ploits cons%mers and creates %nnecessary needs.

Its defenders point o%t t"at advertising seems to red%ce rat"er t"an inflate prices,

especially in competitive mar$ets( taste is an individ%al matter, and advertisements

are often more attractive, tastef%l and entertaining t"an t"e programmes or printed

te5t t"at ad'oin t"em( and ads reflect p%blic needs rat"er t"an creating t"em.

)oreover cons%mers are not m%gs.

or its part, t"e general p%blic tend increasingly to li$e and approve of advertising,seeing it as at #orst "armless and, at best, entertaining and "elpf%l.

6o% #ill "ave to ma$e %p yo%r o#n mind abo%t t"is ;%estion, and if yo% strongly

s"are t"e criticisms, it may be as #ell not to #or$ in a b%siness of #"ic" yo%

disapprove.


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It7s also ;%ite a smallb%siness in terms of n%mbers. 8eca%se of t"e small n%mbers

it employs, only a fe# of t"e many people #"o #ant to #or$ in advertising

s%cceed in finding 'obs in it. Also, t"e 7#astage rate7 after#ards is rat"er "ig" in

some areas.

or gifted and determined people, on t"e ot"er "and, it can be a partic%larly

satisfying career #"ic" also offers constant opport%nities for advancement, or a

c"ange of direction.

%st abo%t all advertising 'obs demand an interest in people. T"is is more or less

t"e only

0ommon denominator. If yo% don7t li$e people very m%c", advertising #on7t be

yo%r c%p of tea.

T"e ot"er ;%alifications depend on t"e specific 'ob, #"ic" can call for verydifferent interests, aptit%des and temperaments.

T"is section o%tlines t"e main $inds of #or$ in #"ic" advertising are involved in

one #ay or anot"er. T"ey may be considered bot" hori+ontally, in terms of t"e

#ide spread of different s$ills and aptit%des #"ic" are re;%ired, and vertically, in

terms of %p#ard career pat"s.

An important point to notice is t"at in many 'obs, advertising #or$ is only part of

other

Responsi"ilities. Sometimes it7s only a small part, albeit an interesting and

re#arding one.

T"is is #ort" bearing in mind in career planning- t"ere are many options for

moving side#ays as #ell as %p#ards eg bet#een an ad agency and a client, or

per"aps in, o%t of, or bet#een t"e media. T"is is partly beca%se similar s$ills and

$no#ledge are in demand in all t"ree sectors, partly beca%se "andson e5perience

in one field is often t"o%g"t val%able by an employer in anot"er one.

romotion

)anagement

Administration

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)0G is one of t"e most mat%re mar$ets and, as yo%nger, more dynamic sectors

s%c" as leis%re, entertainment and travel come to t"e fore, it "as beg%n to lose s"are

of private e5pendit%re. )0G man%fact%rers and retailers t"erefore need to

generate ent"%siasm for t"eir offerings so t"at t"ey can compete on an even

playing field for 7s"are of #allet7.

)0G are losing Hs"are of #allet&. E0R "as "elped to improve profitability, b%t

aggressive reven%e initiatives are no# also needed. If )0G companies can ma$e

0ons%mers more ent"%siastic abo%t t"eir prod%cts, t"e sector co%ld be

revol%tioni!ed

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,-,CUTI., %U))AR/

T"e report involved analy!ing and eval%ating advertising strategies for vario%s

companies-

Advertising$

DOING BUSINESS WITHOUT ADVERTISING IS LIKE WINKING

AT A GIRL IN THE DARK; YOU KNOW WHAT YOU ARE DOING,

BUT NOBODY ARE DOES

According to t"e American )ar$eting Association, 0"icago adverting is

0any paid form of non personal presentation of ideas goods and

services "y an identified sponsor1(

Advertising is a form of pers%asive comm%nication #it" t"e p%blic.T"e ob'ect

Advertising is-

*3+ Inform c%stomers of t"e goods and services.

*:+ 8rings o%t t"e prod%ct %se >&s

*=+ 0alls for or invites people to b%y t"e prod%ct

*@+ )ass comm%nication

*B+ Attract attention

*C+ o%sing interest

*F+ 8%ilding desire

*J+ btaining action.

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0osts are %s%ally rec$oned on t"e basis of 70>T7 t"e average 0ost >er T"o%sand

people

reac"ed in t"e target gro%p. T"is of co%rse varies according to t"e si!e of t"e ad,

t"e rates

c"arged by t"e individ%al media, and #"et"er a printed ad is blac$ and #"ite, or

f%ll color, etc.

No#adays virt%ally every organi!ation in t"e 9? %ses advertising in one #ay or

anot"er, beca%se t"ey find it a practical and cost effective #ay of ac"ieving some

of t"eir aims. T"e operative #ords are 7cost effective7. If t"e ob'ectives are

commercial, one test #o%ld be #"et"er, in t"e long r%n, t"e company gets a better

profit res%lt overall from a partic%lar #eig"t of advertising t"an from, say, a

"eavier or lig"ter #eig"t, or none.

If t"e ob'ectives aren7t commercial b%t, for instance, to comm%nicate information,

t"e ;%estions are

*a+ "et"er t"e effects of advertising are #ort" t"e cost, and

*b+ "et"er advertising is t"e most ine5pensive #ay of creating t"ese effects.

It is diffic%lt to meas%re or demonstrate e5act cost benefits from advertising and

certainly to forecast t"ese in advance. Apart from sales statistics, t"e most common

tools are vario%s specialised forms of mar$et researc", and econometric modeling.

T"e reason advertising so irritatingly el%des logical or scientific analysis is t"at

t"ree variables are involved in its effects t#o of t"em not easily meas%rable. T"ese

are t"e #eig"t of advertising, t"e effectiveness of t"e creative idea and e5ec%tion,

and t"e latent potential of t"e sit%ation to be c"anged by advertising or anyt"ing

else any#ay.

i$e it or "ate it, advertising is generally recogni!ed to "ave several practical


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)ore media

ne of t"ese is t"at it largely finances t"e media. it"o%t advertising reven%e, t"e

9? #o%ld "ave no commercial TV or radio, far fe#er and m%c" more e5pensive

ne#spapers and maga!ines, and of co%rse no posters. 0inema tic$ets #o%ld be

more e5pensive.

In t"is regard, advertising7s effect is vastly to enric" t"e variety and n%mbers of

media available, and it is an a%t"entic engine of freedom of speec". It also claims

t"is freedom itself, #it"in t"e la#. *In t"e 9? t"e principle of 7editorial

independence7 means t"at advertisers pay for t"e media, b%t cannot m%c" infl%ence

t"e media7s editorial content, #"et"er e5cellent or deplorable. 8roadcasters and

editors say #"at t"ey #ant to say- t"e advertisers are simply allo#ed to b%y a

proportion of discrete spaces to say #"at t"ey #ant to say.+

Choice

Advertising, beca%se it is 7competitive7, is an agent to improve t"e range of

prod%cts available, t"e speed #it" #"ic" ne# ones can be introd%ced, and even t"e

#ays in #"ic" #e s"op.

*rices

inally, despite its cost *;%ite often as m%c" as B per cent of total prod%ct costs+ it

"as t"e

Tendency to red%ce prices, beca%se of t"e efficiency it creates t"ro%g" economies

of scale, and t"e nat%re of competition.

Advertising is often critici!ed, t"e t"ree most common criticisms being-

T"at it is #astef%l and increases prices *i.e. #it"o%t its e5pense, t"e goods




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OBJECTIVES of RESEARCH:

A st%dy of media strategy and fact as t"ey related to an advertising campaign

e5plore media analysis selection and advertising campaign.

To s"o# t"e benefits of an advertising.

To identify t"e problem in national advertising.

To describe t"e step involved in designing advertising.

To creation of a#areness and interest of t"e ne# prod%ct by advertising.

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RESEARCH METHODOLOGY: -

Researc" met"odology is simple frame#or$ or plan for t"e st%dy

t"at is as g%ide in collection and analy!ing t"e data. It is t"e bl%e print t"at is

follo#ed in completes t"e st%dy. T"%s, good researc" met"odology ens%res t"e

completion of pro'ect efficiency and affectivity. Since t"ere are many aspect of

researc" met"odology, t"e line of action "as to be c"osen from t"e variety of

alternatives, to c"oose t"e s%itable met"od t"ro%g" t"e assessment from vario%s

alternatives.

Researc" met"odology gives t"e researc"er an opport%nity to p%t

for#ard "is arg%ment for "aving opted for certain alternatives and also at t"e same

time "e can '%stify "is r%ling o%t some ot"er possibility li$es. "y researc" st%dy

"as been %nderta$en, "o# t"e researc" problem "as been form%lated #"at data "as

been collected, #"at partic%lar tec"ni;%e if analy!ing t"e data "as been %sed and

lot of similar type ;%estion are %s%ally ans#ered #"en #e tal$ of researc" problem

in st%dy.

?eeping in vie# t"e above stated ob'ectives t"e follo#ing met"odology #as

adopted$

The )arketing Research *rocess

Define the pro"lem and Research O"&ectives- T"e first and main step of anyresearc" is to define t"e relevant problems or ob'ective for #"ic" t"e researc"er

#ants to do researc".

Develop the research plan$ 2To ma$es t"e plan for overall researc" as "o#,

#"en, #"ere and from #"om researc"er #ill collect t"e data.

Collect the information$ 2T"e information can be collected by primary data or

secondary data, or by t"e combination of bot" met"ods.

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),T'OD% O3 DATA CO44,CTION$2

*RI)AR/ DATA

)ar$et S%rvey >ersonal Intervie#

%,CONDAR/ DATA

)aga!ines Internet

8%siness o%rnal

Analy+e the information$ 2After collecting t"e data t"e ne5t step is to analy!e t"e

information.

*resent the findings$ 2 To ma$e a s%mmary on t"e basis of analy!ing t"e collect

data and find o%t t"e sit%ation .

)ake the decision$ 2T"e last step is to ta$e a decision on t"e basis of finding t"at

#"at action s"o%ld be regarding t"e findings.

IN%TRU),NT TO #, U%,D$

INTERNET

)AGAMINES

9RNAS

NES >A>ERS

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SCOPE

0ons%mer ent"%siasm can best be generated if companies go beyond

simply creating prod%cts for specific gro%ps of potential c%stomers and

start engineering #"ole cons%mer trends and fas"ions.

)0G are losing Hs"are of #allet&. E0R "as "elped to improve

profitability, b%t aggressive reven%e initiatives are no# also needed. If

)0G companies can ma$e cons%mers more ent"%siastic abo%t t"eir

prod%cts, t"e sector co%ld be revol%tioni!ed.

T"e people of Asia are reali!ing t"at a brand is not '%st p%tting a name on

a prod%ct, b%t t"at t"ey7ve got to invest in it. T"ey7ve got to loo$ at

advertising and promotion as an investment rat"er t"an as e5pendit%re. T"at

a#areness is increasing. And for %s in t"e cons%lting b%siness, t"ere lies

tremendo%s opport%nity.

5,O5RA*'ICA4 AR,A $ N0R

TI), DURATION $ =L days

CORR,%*OND,NT $ Advertising )anager, Retailers

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USE AND IMPORTANCE OF STUDY

It gives t"e company immediate access to strong brands, man%fact%ringfacilities and logistics and also an establis"ed c%stomer base of retailers.

T"e ac;%isition #ill also en"ance its s$ills in mar$eting and management ofmodern trade c"annels, #"ic" is relevant in a c"anging Indian retailenvironment.

A revie# of t"e met"odologies being %sed by )0G operatives to s%staincons%mer ent"%siasm abo%t t"eir prod%cts and services and to creates%stainable, "ig" reven%e positioning.

pport%nity to reac" a large a%dience.

6o% #ill "ave %ptot"e min%te statistics reports and an advertisingmanagement.

6o% can c"oose yo%r campaign d%ration, from one #ee$ to one year.

Advertise to a motivated a%dience of ne# parents, voye%rs and teens.

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DESCRIPTIVE WORK OF SUBTOPIC ON STUDY

AD.,RTI%IN5

7Advertising7 is not easily defined, t"o%g" many people "ave tried. Narro#ly, itmeans clearly identifiable, paid for comm%nications in t"e media, #"ic" aim to

pers%ade, inform or sell. 8%t t"e #ord is also %sed to cover a m%c" broader rangeof activities from design to p%blic relations by #"at are often t"e same

organi!ations, %sing similar s$ills.

The main players

Advertising is not a single ind%stry, b%t spreads %ntidily across at least t"reeseparate $inds of employer organi!ation t"ose #"o are

use it *t"e advertisers+(make it *t"e advertising agencies+( and

display it *t"e media+.A n%mber of ot"er, more speciali!ed organi!ations eg mar$et researc" companiesare also involved.

Different sorts of advertising

9sing its narro#er definition, advertising ta$es t#o main forms

7display7, and 7classified7.

Display advertising embraces TV and radio commercials, posters, and large

display spaces in t"e press , ne#spapers and maga!ines. *T"e press media alsocarry a "%ge vol%me of classified advertising small space commercial, recr%itmentand personal ads.+

T"en t"ere are direct mail and circulars advertisements %sing t"e letterbo5 as amedi%m.Direct response advertising *also called 7direct mar$eting7, ie %sing t"e ad in placeof a retail o%tlet+ c%ts across t"ese divisions. It vario%sly employs direct mail, senda#ay co%pons in t"e press, and p"one n%mbers on radio and TV as t"e c%stomer7smeans of contact. At t"e broadest, a #"ole gam%t of ot"er activities eg sales

promotion e!hi"itions design and packaging and even mar$eting itself areseen as 7advertising7 too.

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T"e aggregation of s%c" tools, along #it" media advertising, price anddistrib%tion, are often called t"e marketing mi!.

8eca%se all t"ese activities re;%ire more or less t"e same s$ills *often %sing t"esame people+, and serve similar ob'ectives, t"is boo$let aims to provide someinformation abo%t all of t"em.


19/74

8riefly, once an advertiser *t"e client+ identifies needs for #"ic" advertising is t"e

best sol%tion, "e briefs independent specialists *typically an advertising agency+ to

plan t"e details and create t"e advertising.

"en approved, t"is is displayed in t"e agreed medi%m *for instance television+ at

an agreed cost. Researc" specialists commonly test t"e advertising before"and

and1or try to meas%re its effects after#ards.

An advertising programme of t"is $ind is generally called a campaign, and %s%ally

incl%des a series of advertisements, in a n%mber of broadcast c"annels or printed

media. T"e campaign is %s%ally based on statistical calc%lations of #"at percentage

of t"e target gro%p #ill see it *penetration+ "o# many times on average

*fre;%ency+. t"er variables are "o# s$illf%lly t"e media "ave been bo%g"t, t"e

si!e of t"e commission or fees paid to t"e advertising agency, and t"e cost ofprod%cing t"e ads t"emselves. At first reading t"is #ill so%nd rat"er imprecise and

complicated. 8%t #it" e5perience, it is possible to say fairly acc%rately #"at a

partic%lar campaign is li$ely to cost or, conversely.


0osts are %s%ally rec$oned on t"e basis of 70>T7 t"e average 0ost >er T"o%sandpeopleReac"ed in t"e target gro%p. T"is of co%rse varies according to t"e si!e of t"e ad,t"e rates0"arged by t"e individ%al media, and #"et"er a printed ad is blac$ and #"ite, orf%ll color, etc.

No#adays virt%ally every organi!ation in t"e 9? %ses advertising in one #ay oranot"er, beca%se t"ey find it a practical and cost effective #ay of ac"ieving someof t"eir aims. T"e operative #ords are 7cost effective7. If t"e ob'ectives arecommercial, one test #o%ld be #"et"er, in t"e long r%n, t"e company gets a better

profit res%lt overall from a partic%lar #eig"t of advertising t"an from, say, a"eavier or lig"ter #eig"t, or none.

If t"e ob'ectives aren7t commercial b%t, for instance, to comm%nicate information,t"e ;%estions are*a+ "et"er t"e effects of advertising are #ort" t"e cost, and*b+ "et"er advertising is t"e most ine5pensive #ay of creating t"ese effects.

It is diffic%lt to meas%re or demonstrate e5act cost benefits from advertising andcertainly to forecast t"ese in advance. Apart from sales statistics, t"e most commontools are vario%s specialised forms of mar$et researc", and econometric modeling.

23K4


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T"e reason advertising so irritatingly el%des logical or scientific analysis is t"att"ree variables are involved in its effects t#o of t"em not easily meas%rable. T"eseare t"e #eig"t of advertising, t"e effectiveness of t"e creative idea and e5ec%tion,and t"e latent potential of t"e sit%ation to be c"anged by advertising or anyt"ingelse any#ay.i$e it or "ate it, advertising is generally recogni!ed to "ave several practical


)ore media

ne of t"ese is t"at it largely finances t"e media. it"o%t advertising reven%e, t"e9? #o%ld "ave no commercial TV or radio, far fe#er and m%c" more e5pensivene#spapers and maga!ines, and of co%rse no posters. 0inema tic$ets #o%ld bemore e5pensive.In t"is regard, advertising7s effect is vastly to enric" t"e variety and n%mbers of

media available, and it is an a%t"entic engine of freedom of speec". It also claimst"is freedom itself, #it"in t"e la#.*In t"e 9? t"e principle of 7editorial independence7 means t"at advertisers pay fort"e media, b%t cannot m%c" infl%ence t"e media7s editorial content, #"et"ere5cellent or deplorable. 8roadcasters and editors say #"at t"ey #ant to say- t"eadvertisers are simply allo#ed to b%y a proportion of discrete spaces to say #"att"ey #ant to say.+

Choice

Advertising, beca%se it is 7competitive7, is an agent to improve t"e range ofprod%cts available, t"e speed #it" #"ic" ne# ones can be introd%ced, and even t"e#ays in #"ic" #e s"op.

*rices

inally, despite its cost *;%ite often as m%c" as B per cent of total prod%ct costs+ it"as t"eTendency to red%ce prices, beca%se of t"e efficiency it creates t"ro%g" economies

of scale, and t"e nat%re of competition.Advertising is often critici!ed, t"e t"ree most common criticisms being-

T"at it is #astef%l and increases prices *ie #it"o%t its e5pense, t"e goods




Its defenders point o%t t"at advertising seems to red%ce rat"er t"an inflate prices,especially in competitive mar$ets( taste is an individ%al matter, and advertisementsare often more attractive, tastef%l and entertaining t"an t"e programmes or printed

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21/74

te5t t"at ad'oin t"em( and ads reflect p%blic needs rat"er t"an creating t"em.)oreover cons%mers are not m%gs.or its part, t"e general p%blic tends increasingly to li$e and approve ofadvertising, seeing it as at #orst "armless and, at best, entertaining and "elpf%l.6o% #ill "ave to ma$e %p yo%r o#n mind abo%t t"is ;%estion, and if yo% stronglys"are t"e criticisms, it may be as #ell not to #or$ in a b%siness of #"ic" yo%

disapprove.


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78%ying and Selling7Sales >romotion)anagementAdministration

2::4


23/74

AD.,RTI%IN5 *ROC,%%$

T"e ro!en >rod%cts Division of


24/74

a description of t"e brand and incl%des t"e prod%ct description,

li$ely brand name, category, name, variants *if any+ and $ey brand

benefi ts *sensory, f%nctional and emot ional+ . An agency br ief is

t"en prepared for t"e Agency, #"ic" incl%des t"e 8>S as #ell as

ans#ers to t"e follo#ing ;%estions-

"y do #e #ant ne# advertising/

"om are #e tal$ing to/

"at is t"e benefit to be perceived by t"e cons%mer/

@. Ani(ating Testing- T"e storyboard is developed by t"e agency.

After t"is "as been approved by t"e client, t"e anima tics go into

testing. T"ese are advertisements made from framebyframe s"ots

of t"e storyboard #it" appropriate m%sic1dialog%e1voice over. T"is

is more economical #"en compared to s"ooting t"e act%al

advertisement. T"e anima tics are s"o#n to t"e sample a%dience

for feedbac$ and framebyframe analysis. T"e name, prod%ct

design, ambience, m%sic and overall p%rc"ase intention after

vie#ing t"e advertisement are meas%red. 8rand personification

may be incl%ded. If t"e res%lts are positive, t"e advertising

concept is fro!en.

)* +edia B&ie'O T"is is given to t"e media planner and is similar to t"e

agency brief.


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* -#st Lan$. Di%sti$/ OAfter t"e advertisement is released, a post

la%nc" s t%dy may be cond%cted in order to ga%ge adverti sing

effectiveness. T"is is typically cond%cted among %sers as #ell as non

%sers. It meas%res advertising recall, a#areness of t"e advertisement and

t"e brand, intention to try after vie#ing t"e advertisement overall

p%rc"ase intent ion, etc.

In my e5perience companies advertise beca%se it "as been t"e traditional t"ing to

do. 0ertainly it "as delivered t"e most compelling res%lts, b%t maybe it7s beca%se

t"at "as been t"e primary medi%m of comm%nication of advertising agencies. I

tr%ly believe t"at companies #o%ld be #ell served by loo$ing at all of t"e media

comm%nications available to t"em and t"en ma$e t"e decisions t"at #ill give t"e

best RI for t"e long and s"ort term. Q%estion everyt"ing Is t"e media able to

reac" yo%r specific target a%dience and get a transfer of tr%st t"at moves t"em to

become yo%r c%stomers/ ver t"e years I "ave %sed 8alloon grams t"ro%g"

traditional advertising and everyt"ing in bet#een to reac" cons%mers of client7s

prod%cts. In concl%sion yo% m%st loo$ at t"e long term gro#t" b%t at t"e same time

get traffic to t"e store t"is #ee$, so it is a balance of effective comm%nications

across a variety of media t"at #ill enable yo% to do '%st t"at. T"e big $ey is

Integrated )ar$eting 0omm%nications and a consistent message delivered across

all media.

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T"ere are several possible ob'ectives for advertising, and different companies "avedifferent reasons for advertising t"e #ay t"ey do.

"en yo% "ave an a#areness problem, advertising is a #ay to increase

a#areness.

"en yo% "ave an alternate %se t"at people may not $no# abo%t,

advertising is a #ay to tell t"em abo%t it.

"en yo% "ave a prod%ct improvement, advertising is a #ay to get trier

re'ectors to t"in$ again abo%t t"eir decision. And, of co%rse, advertising is aclassic #ay to create, e5plain, and reinforce a brand7s positioning.

T"e ob'ectives are all different, and t"e metrics yo%7ll %se need to recogni!e yo%r

partic%lar ob'ectives. Some companies see advertising as a longterm investment.

T"ey e5pect advertising to s%stain a brand over a long period of time.

T"ey7ll #ant to trac$ cons%mer attit%des, brand image, and *per"aps+ %naided

a#areness.

t"er companies #ant to create ;%ic$ a#areness of a ne# brand or a prod%ct

c"ange. T"ey7ll #ant to trac$ advertising a#areness and brand a#areness *aided

and %naided+.

Still ot"er companies "aven7t even t"o%g"t abo%t t"eir ob'ectives. T"ey '%st li$e tosee t"eir name all over t"e place. T"ey don7t need to spend any money meas%ring

effectiveness. T"ey7re advertising to t"e board room any#ay, not t"e cons%ming

p%blic.

Net, li$e so many ot"er t"ings, it depends. T"ere7s no oneans#er fits all.

)aga!ines and ne#spapers are an important part of o%r lives. or many

cons%mers, ne#spapers are t"eir primary so%rce of prod%ct information. T"ey

#o%ld not t"in$ of going s"opping #it"o%t c"ec$ing to see #"o is "aving a sale orclipping co%pons from t"e #ee$ly food section or S%nday inserts. )any people

read a n%mber of different maga!ines eac" #ee$ or mont" to become better

informed or simply entertained. Individ%als employed in vario%s occ%pations rely

on b%siness maga!ines to $eep t"em c%rrent abo%t trends and developments in t"eir

ind%stries as #ell as in b%siness in general.

"ile most of %s are very involved #it" t"e print media, it is important to $eep in

mind t"at fe# ne#spapers or maga!ines co%ld s%rvive #it"o%t t"e s%pport of

advertising reven%e. 0ons%mer maga!ines generate an average of @F percent of

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e5pendit%res among national advertisers, more companies advertise in maga!ines

t"an in any ot"er medi%m. 9sers of maga!ines range from large cons%mer prod%cts

companies s%c" as >rocter Gamble and General )otors, #"ic" spend over @LL

million a year on maga!ine advertising, to a small company advertising sc%ba

e;%ipment in S$in Diver maga!ine.

)aga!ines and ne#spapers "ave been advertising media for more t"an t#o

cent%ries( for many years, t"ey #ere t"e only ma'or media available to advertisers.

it" t"e gro#t" of t"e broadcast media, partic%larly television, reading "abits

declined. )ore cons%mers t%rned to TV vie#ing not only as t"eir primary so%rce

of entertainment b%t also for ne#s and information. 8%t despite t"e competitionfrom t"e broadcast media, ne#spapers and maga!ines "ave remained important

media ve"icles to bot" cons%mers and advertisers.

T"o%sands of maga!ines are p%blis"ed in t"e 9nited States and t"ro%g"o%t t"e

#orld. T"ey appeal to nearly every specific cons%mer interest and lifestyle, as #ell

as to t"o%sands of b%sinesses and occ%pations. 8y becoming a "ig"ly speciali!ed

medi%m t"at reac"es specific target a%diences, t"e maga!ine ind%stry "as

prospered. Ne#spapers are still t"e primary advertising medi%m in terms of bot"

ad reven%e and n%mber of advertisers. Ne#spapers are partic%larly important as a

local advertising medi%m for "%ndreds of t"o%sands of retail b%sinesses and are

often %sed by large national advertisers as #ell.

0ompanies advertise to get ne# c%stomers, $eep e5isting ones, and to confirm to

recent c%stomers t"ey did t"e rig"t t"ing.

T"ey advertise to tell s"are"olders t"ey are doing somet"ing active to $eep t"e

company gro#ing.

Competitive advantage

Advertising d%ring a sl%ggis" economy clearly creates a competitive advantage,

according to t"e st%dy, #it" a ma'ority of e5ec%tives agreeing t"at seeing a

company advertise d%ring slo#er times ma$es t"em feel more positive abo%t t"e

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company&s commitment to its prod%cts and services. 8%t per"aps most important is

staying at t"e top of b%yers& minds #"en p%rc"ase decisions are made.

or advertisers interested in ma5im%m profit from t"eir investment in btob

media, t"ese researc" res%lts indicate t"at advertising fre;%ently and capitali!ing

on t"e synergistic effect of print, eb sites and trade s"o#s is a s%re pat" to

increasing a#areness, interest and p%rc"ase, said t"e st%dy a%t"ors.

Add to t"at t"e fact t"at t"ere "ave been dramatic increases in t"e time e5ec%tives

spend visiting btob eb sites over t"e past t"ree years and online advertising is a

#inning strategy. )oreover, t"e st%dy findings are consistent across ind%stry

sectors, ma$ing res%lts relevant regardless of b%siness category.

4ong2term investing

"ile t"e 6an$elovic"1


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"ile many companies readily %nderstand t"e val%e of s"ortterm advertising

generating ne# sales, generating repeat b%siness from e5isting c%stomers and

generating ne# leads t"at t%rn into f%t%re sales it can be more diffic%lt to

compre"end t"e longterm val%e. T"in$ of a sno#ball rolling do#n a mo%ntain

consistent advertising "as a c%m%lative effect. T"e more familiar b%yers are #it"

yo%r brand, t"e more li$ely t"ey are to p%rc"ase t"e brand.

Cross media approach

A cross media approac" is t"e best approac", according to e5perts, beca%se itallo#s yo%r company to stay in front of c%stomers consistently.

T"e 6an$elovic"1


31/74

effective tool beca%se t"ey b%ild t"e brand and generate leads. And since online

advertising is less e5pensive t"an traditional print media, TV and direct mail, t"e

online c"annel ma$es more sense in a do#n economy.

Rich media rules

Do%ble 0lic$&s Ad Serving Trend Report gives deeper insig"ts abo%t #"at #or$s

on t"e eb. Do%ble 0lic$&s ad serving data reveals a ma'or variance in t"e clic$

t"ro%g" rates of ric" media ads *:.@ percent+, #"ic" is si5 times "ig"er t"an nonric" media ads *L.@ percent+.

Ric" media %ses a combination of voice, interactive video, streaming video and

data s"aring. T"e ads, t"en, are more interactive t"an static banners.

Do%ble0lic$s also fo%nd t"at las" increased branding metrics by F3 percent for

t"ree differentsi!ed ads meas%red, demonstrating t"e branding po#er of ric"er

media.

"ile clic$t"ro%g" rate is only one met"od of assessing online advertising

effectiveness, its stability over t"e past several mont"s reflects t"e mainstream

adoption of online advertising at levels consistent #it" traditional direct response

rates, says Do%g 0opper, vice president and general manager of advertiser

sol%tions at Do%ble0lic$s. e are very enco%raged by t"e gro#t" of ric" media

%sage and t"e significantly "ig"er clic$t"ro%g" rates t"at t"ese formats "ave been

generating, #"ic" toget"er reflect t"e increasing sop"istication and performance oft"e online advertising medi%m.

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6hen is the "est time to advertise7

Regardless of t"e medi%m, t"e 6an$elovic"1


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*RO3I4, O3 'U48'INDU%TAN UNI4,.,R9$2

T"e company #as incorporated on 3Ft" ctober, 3K== %nder t"e name of ever

8rot"ers *India+ >vt. td. *8I+. It set %p its man%fact%ring %nits in 8ombay and

0alc%tta an associated company vi!., vt. td.

*


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a%nc" of a mar$eting sc"eme, peration 8"arat, across :: states.

It can be said beyond any do%bt t"at G brands to%c" t"e lives of people aro%nd t"e #orld.%r corporate tradition is rooted in t"e principles of personal integrity, respect fort"e individ%al, and doing #"at7s rig"t for t"e longterm.

%r core val%es and principles g%ide %s in everyt"ing #e do. earn more abo%t#"at drives o%r p%rpose of providing prod%cts and services of s%perior ;%ality andval%e to t"e #orld&s cons%mers.

T"e >G comm%nity consists of over 3=B,LLL employees #or$ing in over JLco%ntries #orld#ide. "at began as a small, familyoperated soap and 0andle0ompany no# provides prod%cts and services of s%perior ;%ality and val%e tocons%mers in 3@L co%ntries.

2=@4
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%potlight On$%r Ne# rleans, o%isiana, olgersU Employees

6hat They;ve Done$In t"e aftermat" of


36/74

T"e franc"ise also incl%des 0linic All 0lear Total, first introd%ced in 3KKC. It is ad%al s"ampoo O it not only fig"ts t"e last dandr%ff fla$e, b%t also adds bac$ lostn%trients to ma$e "air "ealt"y and bea%tif%l. 0linic All 0lear Total is a dandr%ffsol%tion for everyday %se.

Close2up8tooth paste9

Closeup is t"e original yo%t" brand of India. T"e first brand targeting yo%t" in t"eoral care mar$et, #it" an edgy and yo%t"f%l image #"ic" stays relevant till date.Ever since its la%nc" in 3KFB, 0lose%p"as bro$en every r%le in t"e boo$ on "o#toot"pastes s"o%ld be"ave

Closeup#as t"e first gel toot"paste to be la%nc"ed in India and "as led t"e geltoot"paste segment ever since. In :LL@,Closeup#as rela%nc"ed #it" a bang. And

t"is time it #as pac$ed #it" t"e po#er of Vitamin l%oride System O a po#erf%lmi5 of Vitamins, l%oride, )o%t"#as" and )icro #"iteners, t"e perfectcombination of ingredients for fres"er breat" and stronger, #"iter teet".

Closeupbecame t"e first Gel toot"paste #it" l%oride in t"e Indian )ar$et. T"ebrand %mbrella also incl%des 0lose%p emon )int, gel toot"paste #it" t"e#"itening benefits of lemon.

T"e latest entry in t"e 0lose%p stable is 0lose%p )il$ 0alci%m O revol%tionary ne#toot"paste #it" t"e goodness of mil$ calci%m in an ind%stryfirst coreins"eat"format, #it" #"ite mil$ calci%m n%trient on t"e inside and a refres"ing bl%e gel on

t"e o%tside.

3air : 4ovely8fairness cream9

A #oman7s passion for "eauty is %niversal and catering to t"is strong need is 3air

: 4ovely(8ased on a revol%tionary brea$t"ro%g" in s$in lig"tening tec"nology,air ovely #as la%nc"ed in 3KFJ.

T"e


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cereals, fr%its and vegetables and its %se in cosmetic form%lations "as been$no#n for vario%s end benefits. T"e 9V components of t"e form%lation arescientifically c"osen and %sed at optim%m levels to provide #ide spectr%m

protection against 9V rays of t"e s%n. Specifically, t"is patented form%lation offersa "ig" 9VA protection, #"ic" is more relevant to Asian s$in t"an plain S>

protection creams sold in t"e est. All t"e active ingredients in t"e air ovely

form%lation f%nction synergistically to lig"ten s$in color t"ro%g" a process t"at isnat%ral, reversible and totally safe.

T"e brand today offers a s%bstantive range of prod%cts, incl%ding Ay%rvedic air ovely airness cream, air ovely Anti)ar$s cream, air ovely ilcontrol airness Gel, air ovely for Deep S$in and air ovely airnessSoap. T"e latest "as been t"e >erfect Radiance, a complete range of 3: premi%ms$incare sol%tions fromair ovely.

'amam8#athing soap9

a%nc"ed in 3K=@ in India.

'amam"as al#ays been a reliable option for cons%mers over years. T"e brand"as #it"stood t"e test of time and "as given t"e cons%mers t"e confidence andass%rance of being a soap t"at is safe on s$in. almoil and cocon%t oil is mi5ed in t"e rig"t proportion to give a soap t"at is lasting,gives lat"er #"ic" is stable and can effectively remove oil, dirt from t"e s%rface oft"e s$in.


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Annapurna %alt

Annapurna %alt, first introd%ced in 3KKF, #as rela%nc"ed in :LL3 #it" abrea$t"ro%g" tec"nology, patented in India and several ot"er co%ntries. T"istec"nology "elps encaps%late iodine #it" salt. It t"ereby prevents t"e loss ofiodine from salt, eit"er d%ring its storage and transportation or coo$ing.

Iodine deficiency is a serio%s "ealt" iss%e in India. Abo%t :FJ million people areat ris$ of iodine deficiency disorders. Iodine deficiency not only leads to goiter,

b%t also "as an impact on t"e mental development of gro#ing c"ildren.

T"e International 0o%ncil for 0ontrol of Iodine Deficiency Disorders *I00IDD+"as endorsed Annap%rna Salt. Annap%rna "as also ta$en initiatives to ed%catecons%mers abo%t t"e benefits of iodine and its effect on t"e mental developmentof gro#ing c"ildren.

a%nc"ed nationally in 3KKJ, Annap%rna Atta is made #it" patented tec"nology.

It absorbs more #ater t"an ordinary atta #"en $neaded, res%lting in softerc"apatis.

In :LL3, it #as fortified #it" iron and vitamins. T"e benefit is very relevantbeca%se over CLP of #omen and c"ildren are iron deficient.


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t"e co%ntry.

T"e :LL: and :LL@ rela%nc"es "ave been t%rning points in its "istory. T"e ne# mi5incl%des a ne# form%lation and a repositioning to ma$e it more relevant to bot"ne# and e5isting cons%mers.

ifeb%oy is no# a milled toilet soap #it" a ne# "ealt" fragrance and acontemporary s"ape. T"e ne# milled form%lation offers a significantly s%perior

bat"ing e5perience and s$in feel. T"is ne# mi5 "as registered concl%sive and clearpreference among e5isting and ne# %sers.

T"e ne# ifeb%oy is targeted at today7s discerning "o%se#ife #it" a more incl%sivefamily "ealt" protection for my family and me positioning. ifeb%oy "as made adeliberate s"ift from t"e male, victorio%s concept of "ealt" to a #armer, moreversatile, more responsible benefit of "ealt" for t"e entire family.

At t"e %pper end of t"e mar$et, ifeb%oy offers specific "ealt" benefits t"ro%g"ifeb%oy Gold and >l%s. ifeb%oy Gold *also called 0are+ "elps protect against

germs #"ic" ca%se s$in blemis"es, #"ile ifeb%oy >l%s offers protection againstgerms #"ic" ca%se body po%der.

%urf ,!cel8Detergent powder9

A pioneers in t"e Indian detergent po#der mar$et, %urf ,!cel"as constantly %pgraded

itself over t"e years, to ans#er t"e constantly c"anging #as"ing needs of t"e Indian"omema$er. Today S%rf E5cel offers o%tstanding stain removal ability on a #ide rangeof stains. T"is means t"at mot"ers no# "ave t"e freedom to let t"eir $ids e5periencelife #it"o%t #orrying abo%t stains.

S%rf E5cel ;%ic$ #as" is po#ered #it" a pat"brea$ing tec"nology it red%ces #atercons%mption and time ta$en for rinsing by BLP. It is a significant benefit, given t"eac%te #ater scarcity in most of India.

S%rf E5cel is available in = variants- S%rf E5cel 8l%e, S%rf E5cel Q%ic$ as" and S%rfE5cel A%tomatic. So #"atever be t"e need, S%rf E5cel "ai na.

%unsilk8%hampoo9

a%nc"ed in 3KC@, %unsilkis t"e largest bea%ty s"ampoo brand in t"e co%ntry.>ositioned as t"e ;'air ,!pert;, S%nsil$ "as identified different "air needs andoffers t"e cons%mer a s"ampoo t"at gives "er t"e desired res%lts.

T"e benefits are more compelling and relevant since t"e variants are "armoni!ed interms of t"e prod%ct mi5 fragrance, colo%r and ingredients are all #ell lin$ed to

c%e t"e overall synergy. T"e range comes in premi%m pac$aging and design. T"eaccent is on It $no#s yo%, and "ence $no#s e5actly #"at yo%r "air needs.

2=K4


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*roducts O3 *:58*ROCTOR:5A)#4,9

Head S!o"#de$% S!a&'oo

o#der #it" t"e pretreating ease of a li;%id detergent.

2@L4
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Available in Tide 0lean 8ree!e i;%id, Tide )o%ntain Springi;%id, Tide Tropical 0lean i;%id, Tide riginal Scent and Tidei;%id ree

Tide *owder

Tide >o#der detergents get to t"e bottom of dirt and stains to "elp$eep yo%r #"ites #"ite and yo%r colors brig"t.

or great stain removal in any temperat%re, Q%ic$ DissolvingY Tideis form%lated to immediately start dissolving even in cold #ater.

Available in Tide 0lean 8ree!e >o#der, Tide )o%ntain Spring>o#der, Tide Tropical 0lean >o#der, Tide riginal Scent and Tide>o#der ree.

Tide with 3e"re+e F$e%!(e%%

rovides a cool ne# scent e5perience

Available in Tide 0old#ater res" Scent i;%id, Tide 0old#aterGlacier i;%id, Tide 0old#ater res" Scent >o#der and Tide0old#ater Glacier >o#der.

Tide with a Touch of Downy=

Tide #it" a to%c" of Do#ny presents o%tstanding Tide clean #it" ato%c" of Do#ny softness and fres"ness.

2@34
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Available in 0lean 8ree!e i;%id, April res" i;%id, Soft cean)ist i;%id, 0lean 8ree!e >o#der, April res" >o#der and Softcean )ist >o#der

Tide with #leach

0lean even #"at7s %nseen. Tide #it" 8leac" #ill clean yo%r clot"esand "elp $eep yo%r colors brig"t and yo%r #"ites #"ite.

Available in riginal, )o%ntain Spring and 0lean 8ree!e scents

Tide 4i>uid with #leach Alternative

T"e smart alternative to c"lorine bleac". Tide i;%id #it" 8leac"

Alternative %ses active en!ymes to brea$ do#n and remove stains#"ile #"itening #"ites.

8eca%se it is not c"lorine based li$e li;%id bleac", it also is safe to%se on colors too. In fact, t"e Tide 8rig"toc$Y form%la act%allyred%ces c"lorine in t"e #as" to "elp $eep brig"t colors from fading.

Available in Tide #it" 8leac" Alternative i;%id riginal, Tide #it"8leac" Alternative i;%id 0lean 8ree!e and Tide #it" 8leac"Alternative i;%id )o%ntain Spring

Tide ',

Get t"e most o%t of yo%r "ig"efficiency #as"er. Tide


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only t"e oscillatingrotating po#er toot"br%s" tec"nology, pioneeredby ral8, offers s%perior cleaning compared to man%al toot"br%s"es.

*ower #rush 'eads

ral8 offers 3: advanced po#er br%s" "eads designed for differentneeds. 0"oose t"e perfect one based on yo%r desired br%s"inge5perience- deep clean, e5tra soft, #"itening, flossli$e clean,traditional br%s"ing and cleaning aro%nd braces or ot"er dental #or$.

)anual Tooth"rushes

At ral8 #e develop prod%cts t"at are %sed and tr%sted by dentalprofessionals #orld#ide. rom infants to ad%lts, ral8 ma$es a

man%al toot"br%s" to meet yo%r family7s needs.


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2@@4


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'U4$ AD.,RTI%IN5 %TRAT,5/

#UI4DIN5 COR*ORAT, I)A5,

0orporate comm%nications and p%blic relations for b%ilding image cantr%ly be loo$ed %pon in t"e conte5t of global b%siness and mar$eting as as%b'ect abo%t #"ic" many professionals "old firm vie#s, b%t $no#s%rprisingly little abo%t. Some see it as a menace, as an e5pensive flag#aving e5ercise #"ic" t"eir company can easily do #it"o%t. t"ersregard it as a myt", arg%ing t"at p%blicity by of virt%e its obvio%s nat%re,

cannot "ope to c"ange perceived images in people&s minds. At t"e ot"ere5treme are t"ose #"o vie# corporate comm%nications *partic%larlyadvertising as a magic form%la and an instant panacea for every corporateill. In reality it is none of t"ese t"ings. it is in fact, a management tool toinfl%ence t"e o%tside #orldt"e target gro%p. So, t"e real significance of

b%ilding corporate image lies in preparing and consol idat ing a so%ndglobal cons%mer base.

Every company #ants to "ave a favorable image in t"e global mar$et. Incase of %blic Relat ionse5ternal and internal

=. )edia Relations especially t"e >ress

@. 0%stomer and S%pplier Relations

B. 0omm%nity Relations good corporate ci ti!ens"ip

As India transits from a s"od agedriven economy to a one propelled bycompetition t"e rep%tation and image of a company li$e s& ofmar$eting t"e fift" H>& stands for >erformance& professional

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corporate performance, doing it t"e rig"t #ay t"e first time. It&s in t"isregard t"at creativity in >R comes to "ave a lion&s s"are in t"e entire

process of corporate image b%ilding.

0reativity in >R means more t"an '%st pretty pict%res and good copy. It isb%ilding image #it" activi ties , #"ic" generate al l ro%nd impact and

visibility for t"e company. H"at& and H


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Dare To Think #eyond Advertising?(

In present sit%ation to address t"e T"e soprano problem, advertisersresort to s"ado# advertisement #"ere t"e prod%cts become endemic to t"e

setting of t"e s"o#. "ere t"e prod%cts are s"o#n being cons%med orbrand name is e5"ibi ted in t"e bac$gro%nd.

In India, t"e first s"ado# advertisement #as %sed in movie 8obby#"ere motorcycle Ra'doot #as advertised. Recently, t"ere #as s"ado#advertisement of 0oca0ola in


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*U#4IC R,4ATION%

ractitioners of Advertising-

ADVERTII!" presents the most persuasive possi#le selling message to

the light prospects $or the product or service at the lowest possi#le cost

on the other hand .

>%blic Relations demand more time and effort t"an advertising beca%seadvertising is limited to special selling and b%ying tas$s. or advertisingt"e basis 'obs of concept%ali!ing, prod%cing, space b%ying etc. 0an bedelegated folly to agencies #"ereas s%c" total "iring of agencies forabsol%te >%blic Relation f%nctions cannot be conserved.

>%blic relat ions are a longterm policy meas%re and are not b%i ltovernig"t. It is also not free of cost, it is b%ilt over a period of time.

it" p%blic opinion against it not"ing can s%cceed.

it" p%blic opinion on its side not"ing can fail

A"raham 4incoln

>%blic relations, ta$en as a component of management discipline, are ofcomparatively recent origin. As a concept, it #as critically evolved in

b%siness and ind%stry and s%bse;%ent ly spread to ot"er areas of "%manactivity. Applicability of t"is profession in government and p%blicinstit%tions li$e corporations, m%nicipalities, %niversities, "ospitals,social service organi!ation and professional instit%tions it tr%ly immense.

Admittedly, even before t"e emergence of ind%stry, b%siness andgovernment, a p%blic relation #as in practice in people&s daily life. Ineffect, a p%blic relations is t"e res%lt of t"e action in"erent in anindivid%al, an instit%tion or an organi!ation.

>%blic relations are never a private monopoly of >R practitioners. In fact,members of an organi!at ion, and especially t"ose in leaders"ip,management and s%pervisory positions "ave a >R role to play and ofteneven sing%larly. >eople adept in t"e art of p%blic relations stand betterc"ances of s%ccess and s%rvival since t"ey can al#ays find areas ofm%t%al interest. T"ey also %se modern met"ods of comm%nication and

pers%asion #"ic" go a long #ay in establ is"ing m%t%al %nders tandingbased on tr%t", $no#ledge and complete informat ion.

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T', %I5NI3ICANC, O3 *R IN 'U4

It may be %sef%l to begin by first getting o%t of t"e #ay certain pop%larnotions #"ic", as #it" many pop%lar beliefs are eit"er #it"o%t any basisin reality or at best e5press only "alf tr%t"s. or instance, >R men areregarded by some to be fi5ers, a breed of people #"o #ill #angle t"ingsfor yo% by t"e most ;%estionable met"ods. T"ere is also a pop%lar ideat"at >R men spend most of t"eir time #inning and dining, %sing for t"e

p%rpose fab%lo%s e5pense acco%nts t"ey are s%pposed to "ave access to."ile no one can prevent a c"arlatan from posing as a >R man or styling"imself as a >R cons%ltant "e is no more a tine practitioner of >R t"an a;%ac$ selling magic remedies by t"e #ayside is a p"ysician. R. It is Ht"e attempt by information,

pers%asion and ad'%stment to engineer p%blic s%ppor t for an ac tivi ty,ca%se movement or instit%tion. H>%blic relations as and applied social and

be"avioral science is t"at f%nction #"ic" meas%res , eval%ates andinterprets t"e attit%des ob'ectives for increasing p%blic %nderstanding andacceptance of t"e organi!ation&s prod%cts, plans, policies and personnel(e;%ates t"ese ob'ectives #it" t"e interests, needs and goals of t"e vario%srelevant p%blics( and develops, e5ec%tes and eval%ates a programmed toearn p%blic %nderstanding and acceptance.

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5O.,RN),NT R,4ATION%

Government relations "ave t#o facets to it. irst t"e >R for t"e government *as anorgani!ation+ and second, >R #it" t"e governments as t"e target gro%p. 8ot" areimportant and very needed by corporations.

>%blic relations for t"e government involves mobili!ing p%blic s%pport forgovernment&s activity, for instance, family planning, control, environmental

protection, bea%tification of cites, etc. t"e company generally sponsors some oft"ese activities by providing monetary "elp or ot"er reso%rces. T"e basic ob'ectiveof t"e company is to b%ild relations #it" t"e governments, and also "elp for t"egood of t"e comm%nity of society.

>%blic relations #it" t"e government involves $eeping t"e governmentpoliticians and b%rea%cratson yo%r side. It envisages maintaining good lin$s#it" t"e government #"ic" #ill be of benefit to t"e company in its overall b%siness

plans and operations. >%blic relations #it" t"e government in some #ays are ;%itediffic%lt and demanding. It re;%ires special planning and efforts for t"eorgani!ation to be s%ccessf%l. A government, local or national, comprises manyministries, departments, individ%als and personalities. >%blic relations people "aveto ac;%aint t"emselves #it" t"e #or$ing of t"e government, and t"e intricacies and

people involved at vario%s levels, and t"en "andle t"ings accordingly to be able toac"ieve #"at t"ey "ave set o%t to ac"ieve.

T"e government s"o%ld not be loo$ed at as an adversary. In fact, yo% s"o%ld ma$eall efforts to "elp t"e government and s%pport its activities and policies as far as

possible. Government leaders m%st be $ept informed from yo%r side abo%t t"eorgani!ation&s activities and policiesespecially t"ose #"ic" are contrib%ting tot"e #elfare and development of t"e state or t"e nation. S%c" relations #ill bem%t%ally beneficial in t"e s"ortterm and t"e longterm. 0orporations s"o%ld,"o#ever avoid getting involved #it" politics and political iss%es.

),DIA R,4ATION%

)edia relations Is a vital tool in >R. A large amo%nt of comm%nications and >Rare cond%cted t"ro%g" t"e mediaespecially t"e >ress. "en a company getsmedia coverage, it is not al#ays flattering. 8%siness is al#ays v%lnerable toattac$s by t"e media. )edia can often aggravate problemsespecially crises. Asin t"e case of 9nion 0arbide and


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It is important to b%ild a #or$ing Hrapport& #it" t"e media. 6o% cannot afford%nnecessary reactions and distortions. If yo% do go to t"e media t"en al#ays go#it" a strategybe selective in t"e c"oice of media, %se only infl%ential media*especially p%blications in t"e >ress+, do not spread yo%r comm%nication too t"in,go for ;%ality rat"er t"an ;%antity. Selective and indept" coverage is #"at yo%m%st aim at, as it is more effective and prod%ces t"e desired res%lts. let yo%r

comm%nication be complete "onest, and bac$ed #it" "ard facts. T"e organi!ationm%st be able to live %p to its claims and promises in media, ot"er#ise yo% can bein for f%rt"er problems. T"e efforts made by R "ave ta$en on a ne# dimension. ressand television.

T"e main target gro%p of a company in financial >R is its s"are"olders andpotential investors. T"ey "ave to be given information t"ey are entitled to "ave,and t"ey "ave to be $ept interested in t"e company. >%blic relations m%st

establis", maintain, and improve t"e company&s image and rep%tation so t"at it canobtain f%nds from t"e p%blic and t"e financial instit%tions on t"e most favorableterms #"en it desires so T"e financial and b%siness >ress, today, is very importantin ac"ieving t"is ob'ective,

T"e importance of financial >R and t"e need for it is seen from t"e n%mber andgro#t" of >R agencies speciali!ing in financial promotion, advertising and >Rmanagement in India. T"ese incl%de #ell$no#n names li$e >ressman, 0lear, andSob"agya, no# a "ost of ot"ers. T"ey provide t"eir clients a #ide range ofservices and e5pertise in >R and advertising.

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*:5$ AD.,RTI%IN5 %TRAT,5/

e ta$e pride in developing strong ties to t"e comm%nities in #"ic" #e live and#or$ and are foc%sed on "elping c"ildren in need aro%nd t"e #orld live, learn andt"rive.

>G 0"emicals is committed to providing yo%r b%siness #it" consistently "ig"

;%ality oleo c"emicals.

>G 0ommercial >rod%cts s%pplies a variety of b%sinesses #it" >G cleaning,la%ndry, and coffee, tea and snac$ prod%cts.

>G EDI provides easy access to electronic data t"at is of val%e to prospective andc%rrent >G retail c%stomers, transportation carriers and financial instit%tions.

>G ood Ingredients "elp form%lators create great tasting, betterforyo%prod%cts by developing f%nctional ingredients t"at red%ce fat and calorie profiles,lo#er c"olesterol effects and improve "eart "ealt".

T"e >G egislation Reg%latory gro%p delivers acc%rate and timelyinformation to representatives of ind%stry trade gro%ps, legislators and governmentagencies.

T"e Retail 0%stomers gro%p assists t"e 0ompany7s trade partners andrepresentatives of retailers.

2BB4
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or c%rrent and prospective s%ppliers, >G provides a S%pplier >ortal eb sitet"at offers easy access to a variety of information.

>G is actively searc"ing for t"e ne5t gamec"anging prod%cts, pac$aging,tec"nologies, processes and commercial connections t"at can improve t"e lives oft"e #orld7s cons%mers.

>G7s Tremor division designs and implements c%stomi!ed #ordofmo%t"mar$eting programs for bot" internal brands and e5ternal clients. Tremor programsleverage national panels of :BL,LLL teens and @BL,LLL moms to deliver o%tstanding

b%siness.

>G >"armace%ticals so%rces all of its ne# dr%g development and

commerciali!ation initiatives via a net#or$ of academic, biotec" andp"armace%tical company collaborations.

2BC4
http://www.pgpharma.com/licensing_whypg.shtmlhttp://www.pg.com/b2b/pg_tremor.jhtmlhttp://www.pg.com/b2b/pg_external.jhtmlhttp://www.pg.com/b2b/suppliers.jhtml


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2BF4


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59/74

I( 3445 *!e %a#e% of FMCG /a% R% 546778 C$ a(d )* /a% R% 54659 C$

)( 3449 /!e$e a% )* /a% R% 556474 C$ )( 3447-48 $ea%o( 0e)(1 )( 3447-48 *!e e;'e(d)*"$e o( ad,e$*)%e&e(* a(d '$o&o*)o( a2*),)*)e% /a%&o$e *!a( R% 5444 C$> material b%t also

onscreen commercials are necessary.

Sampling is o# One of t"e reasons #"y t"e p%rc"ase of novel brands

li$e 0ornetto ta$es time to pic$ %p, is t"e lo# rate of sampling. T"e

recommendation to generate ne# prod%ct trial is to create media "ype

along #it" offering promotions to ind%ce trail p%rc"ase of t"e ne#

prod%ct. Since, t"is is a fair ly ne# prod%ct, to ind%ce tr ials HReac"& is

more important t"an Hre;%ency&. T"e promotions s"o%ld be designed in a

#ay so as not to disco%nt t"e premi%m image of t"e brand. T"%s t"ey

co%ld be in t"e form of disco%nt co%pons offered along #it" anot"er

premi%m brand of Q%ality alls family of ice cream.

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4I)ITATION%

T"o%g" rod%ction& or Hind%stryoriented farming& is not pop%lar concepts even today

in many co%ntries of t"e #orld incl%ding India.

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T"o%g", t"e facilities of transportation and logistics for t"e s%pply of ra#

material don&t lac$ s%bstantiality as m%c" in case of


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#I#4IO5RA*'/

#OO

Documents

“ROLE OF ADVERTISING IN FMCG SECTOR”