1. Product and Brand Management

2.  Product
 A product is anything that can be offered to a market for
attention, acquisition, use or consumption that might satisfy
a need or want including physical goods, services,
experiences, events, persons, places, properties,
organizations, information and ideas”
 Brand
 A name, term, sign, symbol or design or a combination of
them intended to identify the goods and services of one
seller or group of sellers and to differentiate them from
those of competitors

3. Product Levels (The Customer Value
Hierarchy )

4. Consumer Products and Industrial Products
 Consumer Products- These are products and services
bought by final consumers for personal consumption
 Convenience Products- are consumer products and
services that customers usually buy frequently, as soon as
they feel the need for them and with a minimum of
comparison and buying effort
 staples, impulse goods, emergency goods
 Shopping Products- are less frequently purchased
consumer products and services that consumers compare
carefully on suitability, quality, price and style. Here
consumers spend much time and effort in gathering
information and making comparisons

5.  Specialty Products- are consumer products and services
with unique features and brand identification for which a
significant group of buyers are willing to make a special
purchase effort. They are more expensive than
convenience products and are not purchased so frequently
 Unsought Products- are consumer products that the
consumer either does not know or knows but does not
normally think of buying
 Industrial Products- A product bought by individuals
and organizations for further processing or for use in
conducting a business like Materials and parts, Capital
items, supplies etc

6. Product Mix (Product assortment/Product portfolio)
Home & personal care Foods
Personal wash Laundry Hair care Deodorants Color Tea Coffee Foods Ice-Cream
cosmetics
lux Surf excel Sunsilk Axe Lakme Brook Bru Kissan Kwality-
bond Annapurna walls
lifebuoy Rin Clinic Rexona Lipton
liril Wheel
Dove
Pears
Rexona

7.  Product Mix (Product assortment)-is the set of all
products and items a particular seller offers for sale. It
consists of various product lines.
 Product line- A group of products within the product class
that are closely related because they perform a similar
function ,are sold to the same customer groups, are
marketed through the same outlets or channels, or fall
within given price ranges. It may be composed of different
brands or individual brand that has been line extended
 Product class (product category)- A group of products
having a certain functional coherence. Eg Financial
Instruments
 Product-mix Width- It refers to how many different
product lines the company carries.
 Product-mix length- It refers total number of items in its
product lines
 Product-mix depth- It refers how many variants are
offered of each product in the line.

8.  Line stretching-It occurs when a company lengthens
its product line beyond its current range

14. New Product Adoption Process
Awareness
Awareness
Interest
Interest
Evaluation
Evaluation
Trial
Trial
Adoption
Adoption Loyalty

16. Diffusion of Innovation
The process by which the use of an innovation whether a product
or service spreads through out a market group, over time and
over various categories of adopters is known as diffusion of
innovation. It helps marketers to understand
 The rate at which consumers are likely to adopt a new product or
service
 It also helps the marketers to identify the potential customers
for their new products and services and also predict their
potential sales

17. Diffusion of Innovation Curve

18.  Innovators
 These are those buyers who want to be the first to have the new product
or service. These buyers enjoy taking risks and are regarded as highly
knowledgeable
 Early Adopters
 These are those buyers who generally do not like to take as much risk as innovators
but instead wait and purchase the product after careful review and sometimes
are also regarded as opinion leaders
 Early Majority
 This group differs from buyers in the first two categories. Its members do not
like to take as much risk and hence tend to wait. When early majority customers
enter the market the number of competitors in the market usually also has reached
its peak, so these buyers have many different price and quality choices
 Late Majority
 It is a group of buyers who adopt a product or service when it has reached its
full market potential. By the time the late majority enters the market, sales
tend to level off or may be in decline
 Laggards
 These consumers like to avoid change and rely on traditional products until
they are no longer available and even sometimes they may never adopt a
certain product or service

19.  Brand Architecture How an organization structures and names
the brands within its portfolio.
 Monolithic Brand - Here the corporate name is used on all
products and services offered by the company. e.g. Mercedes,
BMW, Sony, TATA, Apple
 Endorsed Brand - where all sub-brands are linked to the
corporate brand by means of either a verbal or visual
endorsement. It generally a product or service brand name that
is supported by a Masterbrand - either dominantly e.g. Tesco
Metro, Nestle Kit-Kat, Virgin, General Electric
 Freestanding Brand - the corporate brand operates merely as a
holding company, and each product or service is individually
branded for its target market. A brand name and identity used
for a single product or service in a portfolio, which is unrelated
to the names and identities of other products in the company's
portfolio

20.  Co-branding- The use of two or more brand names in support of a
new product, service or venture
 Masterbrand- A brand name that dominates all products or
services in a range or across a business. Sometimes used with sub-
brands, sometimes used with alpha or numeric signifiers. Audi,
Nescafe and Lego, for example, are all used as master brands
 Power Branding- A strategy in which every product in a company's
range has its own brand name which functions independently,
unsupported by either the company's corporate brand or its other
product brands. Power branding is a resource-intensive strategy,
since each brand must be commercially promoted and legally
protected. This strategy is used mainly by manufacturers of
consumer goods. Lever's and Procter & Gamble's detergents are
good examples of power brands
 Sub-brand- A product or service brand that had its own name and
visual identity to differentiate it from the parent brand.

21. The Product Management Process
 ‘The product management process consists of
generating, analyzing, organizing, planning,
implementing and control of the firm’s existing
and new products so as to satisfy the needs and
wants of chosen customer segments while
fulfilling organizational objectives’
 The Major elements include:
 Generation, analysis, organization, planning,
implementation and control of products
 Products include both current and new products
 Customer satisfaction and customer delight
 Fulfillment of firm own objectives

22. The Product Planning System and Strategies
 Process of Product Planning
1. Determination of Corporate objectives, resources
and constraints
2. Monitoring the current and anticipated environment
3. Situation analysis
4. Product/Market portfolio analysis and decision
5. Analysis and implementation of changes in the
current product portfolio
6. Development of product and marketing programmes
7. Evaluation of alternative programmes
8. Organization for marketing action, implementation
and control

23.  Situation analysis
 Product Performance Matrix- It consists of four
parameters like Industry sales, company sales, Market
share and profitability of a product. This matrix also
helps to identify and analyze which products should be
continued and nurtured and which product should be
dropped
 Product/Market portfolio analysis and decision
 Ansoff matrix (Product/Market Matrix)-
 Penetration of existing products in existing market
 Entry into new markets with the current product
 Development of new products for entry into the current market
 Development of new product for entry into new market

25.  Boston Consulting Group (BCG) Approach
 The Boston Consulting Group is a consulting company
which developed this growth-share matrix to evaluate
the position of business units on the basis of market
growth rate and relative market share
 General Electric Approach
 General Electric developed this model with the
assistance of McKinsey & Company. This is an
improvement over BCG Growth-share matrix. It focuses
on two dimensions
 Industry Attractiveness
 Business strength

26. BCG Matrix

27. General Electric Approach
Analyzing Current SBU’s:
GE’s Strategic Business-Planning Grid
Business St rengt h
St rong Average Weak
C
I ndust ry At t ract iveness
High
A
Medium
B D
Low

31. NEW PRODUCT DEVELOPMENT

32. The Product Development Process
Concept testing
Concept testing
Idea generation
Idea generation (Testing the new
(Testing the new Product development
Product development
(Development of
(Development of product idea among
product idea among (Development of prototypes
(Development of prototypes
new product ideas)
new product ideas) aaset of potential
set of potential and/or the product)
and/or the product)
customers)
customers)
Evaluation of results
Evaluation of results Market testing
Market testing
Product launch
Product launch
(Analysis of the
(Analysis of the (Testing the actual
(Testing the actual
(Full scale
(Full scale
performance of the new
performance of the new products in aafew test
products in few test
commercialization of
commercialization of
product and making
product and making markets)
markets)
the product)
the product)
appropriate modifications
appropriate modifications

33.  Concept testing
 Ideas with potential are developed further into concepts, which in
this context refer to brief written descriptions of the product; its
technology, working principles and forms ; and what customer needs
it would satisfy. A concept might also include visual images of what
the product would look like
 Product development
 A prototype is sometimes also developed, which is the first physical form
or service description of a new product, still in a rough form, that has the
same properties as a new product. The product prototypes are tested
through,
 alpha testing- here the firm attempts to determine whether it
satisfies the need for which it was intended. Rather than using
potential customers, alpha tests occur in the firm’s R&D
department
 beta testing- here it uses the potential consumers to examine
the product prototype

34.  Market testing
 Premarket test- Here the firms conduct pre-tests before they
actually bring a product or service to market to determine how
many customers will try and then continue to use the product or
service according to a small group of potential customers
 Test marketing- A method of determining the success potential of
a new product, test marketing introduces the offering to a limited
geographical area prior to national launch. It also uses all the
elements of marketing mix

35. Commercialization or Launch
 Methods of Launching
 Immediate national Launch
 Rolling Launch- This is an alternate to national launch.
In this method, the initial launch begins with two or
three cities and increases its reach to other places

36. The Launch Cycle
 Pre- Launch preparation
 It consists of the activities before the point at which the
product is officially offered for sale. These activities typically
include marketing pre-announcements, building marketing
capability, establishing service capability, promoting the new
product via public relations and filling the distribution channel
etc
 Announcement
 It is the second phase when the product is officially offered to
the market with the announcement
 Beachhead
 In this third phase, efforts focus on achieving market awareness
and generating an initial flow of sales

37. The Launch Cycle
 Early Growth
 This is the fourth stage of launch when usually sales
grow as customer interest in the new product grows.
If sales are not growing than few strategies are
applied to create demand for the product

39. Launch Control Protocol
 It is a tool that is useful during pre-launch
preparation. The launch protocol is used to
monitor and control activities during the launch
 Identifying the problems that might occur during the
product launch
 Develop plans to monitor and control these problems

40. Innovation
 Continuous Innovation
 It is built on an already established idea or product.
The user will typically use the product in a similar
fashion as he used it before, although it has been
changed in some respects
 Dynamically Continuous Innovation
 This type of innovation revolves around either the
creation of a new product or a radical change to an
existing one
 Discontinuous/Disruptive Innovation
 This is a totally new product in the market, the
product is new and unique and has not been seen by
consumers before

41. Augmented Reality (AR) used for the launch Mahindra
XUV500 at Auto Expo in New Delhi

44. Key Elements of Brand Equity
Brand loyalty
Brand awareness
Brand Equity Perceived quality
Brand associations
Other proprietary
brand assets

45. Few Brand Strategy Decisions
 Line Extension
 Brand Extension
 Multi-branding
 New Brands
 Co-brands

46. Brand Extension
 Types of Brand Extensions
 Product form extension- It is a line extension like Amul
Condensed Milk is a product for extension of Amul Milk
 Companion product- For example a toothpaste brand
offering a toothbrush under the same brand name
 Extension in unrelated areas
 Umbrella branding
 Line Branding
HUL
Denim shaving Denim
Denim Soap Denim Talc
cream After shave

47. Co-Branding /Dual Branding
 Here two or more well known brands are combined
in an offer. It is a form of cooperation between
two or more brands
 Ingredient co-branding- Here one of the combining
brands advertises that it uses the other brand(s) as
its ingredient like IBM or Compaq advertising that it
uses the Intel Chip displaying ‘Intel Inside’
 Value and endorsement co-branding- It is the
shared value creation and the strength of relationship
like P&G’s tie up with National Association for Blind
 Multiple Sponsor co-branding- Where more than
two brands combine for a specific cause like Citibank
combining with IOCL and MTNL to be used to pay bills
and in petrol pumps

48. Brand Identity
‘a unique set of brand associations that
the brand strategist aspires to create
or maintain. These associations
represent what the brand stands for
and imply a promise to customers’

49. Brand Identity Perspectives
 Brand as a Product
 Brand as an Organization
 Brand as a Person
 Brand as a Symbol

50. Message Design-Appeal
 Rational Appeals
 Emotional Appeals
 Positive Emotional Appeals- Love, affection, joy, pride, humour,
prestige, status etc
 Negative Emotional Appeals- Fear (slice of death) ads, shame, guilt,
embarrassment, rejection etc
 Morale Appeals

55. A camera captures a muddy and way... if you let it." At the tip of the axe a tiny shoot is growing.
dry tree root and moves on... ...to an old and rusted axe lying there. VO: "Life will always find a
‘Issued in public interest by vivid motions pictures’

56. Max New York Life Insurance
The film opens with On her way she asks the After entering the house,
a woman hurriedly security guard, “sahab she quickly starts her
climbing up the aaye?” to which he replies kitchen chores and calls
stairs to her house “haan memsahab” out for Sanju, her
husband
On getting no response, she calls on Adding to her suspicion, the call is not
his mobile and starts looking for him answered as she finds his phone
all over the house carelessly lying under a pillow

57. Finally she manages to find her husband at the terrace,
but is startled to see him lying still on a rocking chair.
SS
oo
uu
rr
cc
Very nervously she moves him and shouts with mixed
ee
::
emotions of relief and fear to find him alright
TT
VV
A
A
d
d
II
nn
dd
xx
//
w
w
w
w
Cut to a shot of an equally scared Sanju hugging his wife
ww
..
ii
BB
aa
nn
kk
LL
ii
vv
ee
..
cc
“Musibatein bata ke nahin aati, isliye Max New York
o
m
o
m Life ke life insurance plans. Life mein rahein hamesha
taiyaar.”

58. The film opens on a father The boy tells his father Surprised at his ambition the
and son in their car waiting that he will open a cycle father asks him why he would do
for the signal to turn green repair show when he so
grows up
This leads to our man
“Jis tarah aap sab petrol waste thinking who in turn puts off ...Please. Kam se kam signal
kar rahe hain, future mein toh the engine .“Khud hi sara
petrol bachega hi nahin.Tab toh pe toh engine off keejiye.”
petrol khatam karegein ya (Save fuel yaani save money)
sab cycle hi chalayegein na?” kuch apne bachchon ke liye
replies the son. bhi chhodegein?

63. Emotional Appeals
 Fair and Lovely- Beauty that empowers a woman
to change her destiny
 Tanishq- Jewellery that wants to make you
marry
 HDFC- Sar uthake jiyo
 Tata Tea- Har subah sirf utha mat. Jaago Re
 Haywards Soda- Haywards hai to honsla buland
hai
 Tata Salt- Desh Ka Namak
 Mountain Dew- Kyonki darr ke aage jeet hai
 Raymond- The Complete Man

64. Brand Identity Levels
Central Identity (Inner
Central Identity (Inner
Core)
Core)
Brand Identity
Brand Identity
Levels
Levels
Outer Core
Outer Core

66. Brand Identity- Horlicks
 Inner Core
 Nutrition and Health
 Outer Core
 User- Anybody who needs nutrition and health by targeting
various customer groups with varied product mix
 Extensions- Horlicks Junior, Mother’s Horlicks, Horlicks
Biscuits etc
 Personality- Protecting, caring, supportive and concerned
 Heritage- The Company has been in the business of providing
nourishment for decades
 Value Proposition- Helps you perform your role better in
life. Good health and living

67. Brand Identity- Dettol
 Inner Core
 Protection against germs
 Outer Core
 User- children, young adults hygiene conscious etc
 Extensions- Dettol soap, Dettol handwash, Dettol shaving
cream, Dettol hand sanitizer etc
 Personality- Reliable. Trustworthy and strong
 Heritage- The Company has been in the business of
protecting against germs to keep healthy
 Value Proposition- Provides protection against possible
harmful effects of germs and bacteria. Feeling of security
and protection

68. The Six Stages of Brand Evolution
 Unbranded Goods
 Brand as Reference
 Here the brand moves on to create differentiation on unique
functional benefits and it is given a name
 Brand as Personality
 Amidst the clutter of functional promise brands make
emotional appeal
 Brand as Icon
 Brand as Company
 Brand as Policy
 At this stage brand evolves beyond the business concerns to
identify with social, political and ethical issues

70. Brand Identity Prism
 Physical Facet/ Brand Physique
 Personality
 Culture
 Relationship
 Reflection/ Reflected Consumer
 Self Image/ Consumer Metalisation

71. STP

72. Segmenting
The Art of Dividing a market into distinct groups
of Buyers who might require separate Products
and/or Marketing Mixes

73. Segmenting Procedure
 Survey Stage
 Analysis Stage
 Profiling Stage

74. Bases for segmentation
 Geographic
 Mc Donald's- McAloo Tikki Burger, Mc curry Pan, Times of
India, Nilgiri Tea etc
 Demographic
 Age
 Gender
 Income
 Occupation
 Family size, Family life cycle
 Education
 Religion, Nationality
 Marital status

77.  Hero Honda Pleasure
 Set wet hair gel

80. Happy Holi

83.  Psychographic
 Values & Lifestyle
 Social Class, Health oriented, culture oriented, busy
professional, active outdoor enthusiast, believers, strivers
etc
 Personality
 Ambitious, introvert, extrovert etc

85.  Primary Motivation: Ideals, Achievement, and Self-Expression
 The concept of primary motivation explains consumer attitudes and
anticipates behavior. VALS includes three primary motivations that
matter for understanding consumer behavior: ideals, achievement,
and self-expression. Consumers who are primarily motivated by ideals
are guided by knowledge and principles. Consumers who are primarily
motivated by achievement look for products and services that
demonstrate success to their peers. Consumers who are primarily
motivated by self-expression desire social or physical activity,
variety, and risk
 Resources
 A person's tendency to consume goods and services extends beyond
age, income, and education. Energy, self-confidence, intellectualism,
novelty seeking, innovativeness, impulsiveness, leadership etc play a
critical role. These psychological traits in conjunction with key
demographics determine an individual's resources. Various levels of
resources enhance or constrain a person's expression of his or her
primary motivation

86. VALS Segmentation
 The four groups with higher resources
 Innovators
 Successful, sophisticated, active people with high self-esteem and
often prefer niche oriented products and services
 Thinkers
 Mature, satisfied and reflective people who are motivated by
ideals and who value knowledge and responsibility. They seek
durability, functionality and value in products
 Achievers
 Successful, goal-oriented people who focus on career and family.
They favor premium products that demonstrate success to their
peers
 Experiencers
 Young, enthusiastic, impulsive people who seek variety and
excitement. They spend a comparatively high proportion of income
on fashion, entertainment and socialising

87.  Four groups with lower resources
 Believers
 Conservative, conventional and traditional people. They prefer
familiar products and are loyal to establish brands
 Strivers
 Trendy and fun loving people who are resource constrained. They
favor stylish products that emulate the purchases of those with
greater material wealth
 Makers
 Practical, down-to-earth and self-sufficient people who like to
work and seek products with a practical or functionality purpose
 Survivors
 Elderly, passive people who are concerned about change. They are
normally loyal to their favorite brands

92.  Behavioral
 Purchase, use occasions
 Benefits
 User Status
 Non-user, ex-user, potential user, first time user, regular user
 Usage status
 light, medium and heavy user
 Product knowledge
 Loyalty status
 Hard Core Loyal- consumers who are loyal to only one brand all the
time
 Soft Core Loyal/Split loyal- consumers who are loyal to two or
three brands
 Shifting Loyal- consumers who shift loyalty from one brand to
another
 Switchers- consumers who show no loyalty to any brand
 Attitude towards the product and Extent of involvement

96. Market Targeting
“The Act of Developing measures of Segment
attractiveness and selecting one or more market
segments to enter”
“Process of evaluating each market segment’s
attractiveness and selecting one or more segments to
enter”

97. Evaluating/Analyzing the Market Segments
 Segment Size and Growth
 Segment Structural Attractiveness
 (Porter’s Five Forces Segment structural Attractiveness)

98. Five patterns of Target Market Selection
 Single Segment concentration
 Selective Specialization
 Market Specialization
 Here the firm concentrates on serving many needs of
a particular customer group
 Product Specialization
 The firm makes a certain product that it sells to
several different market segments
 Full Coverage
 Undifferentiated marketing
 Differentiated marketing

99. Determining how many segments to enter
 Undifferentiated marketing
 This involves ignoring any differences among consumers and
suggests offering just one product or service to the entire
market. This mass-marketing strategy focuses on what is
common in the needs of consumers rather than what is
different
 Differentiated marketing
 The marketer decides to enter several market segments, or niches
and develop separate offers for each. For instance Maruti Udyog is
producing cars for various segments. Coca-Cola and Pepsi are offering
different versions of their soft drinks
 Concentrated marketing
Here the company targets a segment and goes for a large market
share. For example Recycled paper producers like Wizard India
focuses on the market for Greeting cards or wedding cards etc

100.  Niche Marketing
 A Niche is a more narrowly defined customer group seeking
a distinctive mix of benefits. Marketers usually identify
niches by dividing a segment into subsegments
 The customers in the niche have a distinct set of needs
 They will pay a premium to a firm that best satisfies their
needs
 Niches are fairly small and normally attract only few
 Ezee (liquid detergent for woolen clothes)
 Crack Cream (primarily targeted at women for prevention and
treatment of cracked heels that develop due to inadequate
protection and care)
 Himalaya Herbal Health care in ayurvedic products
 D’cold NATURAL (cough syrup for kids)
 Aastha (in India that targets on the basis of religion and
spirituality)
 STAR Sports- (STAR Cricket for cricket lovers)
 Kellogg's Special K- (for women who are fitness conscious)
 Women’s Horlicks - ( New generation women balancing between
family and career)

101. Himalaya Herbal Health care in ayurvedic products

102. A little girl is racked by a bout of coughing as Just then her sympathising aunt asks, "Ghar
mein D'cold Syrup nahin hai kya? Is mein hai
her parents get ready to summon the doctor doctor vaala tatv."
The girl is fully recovered and she celebrates
"D'cold Syrup mein hai doctor vaala tatv jispe her birthday in style as she chimes with her
sabhi bharosa karte hain. Yaani chain ki
saans."
aunt, "Is mein hai Doctor vaala tatv."

104. Shot of a girl touching up She is applying eye liner ...hypnotize her, swinging in a
when suddenly a dude tries chain. whispers, "Look into my
her make up in the campus to eyes."
In a little while, the girl Product window. Elle 18, the
She snatches the chain from
cooling eye liner with a
finds him hypnotized our spellbound fellow and steady grip brush. Ellie 18,
instead . moves ahead as , "Look
Look into my eyes for eyes that hypnotize

106. Market Positioning
“Positioning is the act of designing the Company’s
offer so that it occupies a distinct and valued
place in the target customer’s mind”

107. Positioning by Corporate Identity

108. Positioning by Product benefit

109. Positioning by Product benefit

110. A lady admires an expensive pair of sandals. The
salesman takes...
... a closer look at her cracked heels as they settle
down to try it
The salesman shows a cheaper shoe but she insists on
the red pair. "Woh wala aapke budget mein nahi... ayga
madam", replies the man. MVO: "Afsoos, pairon ki
dararon se koi bhi aapke zindagi mein jaank sakta hai ."

111. Pesh hai Vaseline ka aviskari
ek do crack relief. Pehle liquid
saakht chamri nikale phir...
... cream dararon ko boar daale. Now, even at the jewelers
they don't refuse her

113. Positioning by Price Quality

114. Positioning by Life Style or Use Occasion

117. User-based Positioning

118. Competitive Positioning

119. Competitive Positioning

120. Competitive Positioning

121. Marketing Communications
“Marketing communications are the means by
which firms attempt to inform, persuade &
remind consumers directly or indirectly about
the products and brands they sell”

122. Marketing Communications Mix
(Promotions Mix)
4P’S
Product Place Promotion Price
Personal Sales Direct
Advertising
Selling Promotion Marketing
Personal
PR / Publicity
Selling

123. INTEGRATED MARKETING COMMUNICATIONS
“ A management concept that is designed to
make all aspects of marketing communication
work together as a unified force, rather than
permitting each to work in isolation”

124. Budget Allocation
 Top-down approach
 The affordable method (all you can afford method)
 Arbitrary allocation
 Percentage of sales method
 Competitive parity method
 Build-up approach (bottom-up approach)
 Objective and task method
 The experimental approach

125. Advertising
“ Any paid form of nonpersonal presentation and
promotion of ideas, goods & services by an
identified sponsor”
The definition highlights the following features of advertising
 “ a paid form’ of presentation emphasises that advertising space or
time must be purchased
 Its ‘non-personal’ nature emphasises the fact that it is not a direct
presentation to one individual but to the masses
 ‘ Identified sponsor’ refers to the identification of the brand or the
advertiser that is communicating

126. Advertising Objectives
 Informative advertising
 Persuasive advertising
 Reminder advertising
 Reinforcement advertising

127. The Five M’s of Advertising
Mission Money Message Media
Setting
Setting Set the
Set the Determine
Determine Deciding
Deciding
Advertising
Advertising Advertising
Advertising the Key
the Key which
which
Objectives
Objectives Budget
Budget Advertising
Advertising Advertising
Advertising
Messages
Messages Media to Use
Media to Use
Evaluating
Evaluating
the Results
the Results
Measurement
of
of
Advertising
Advertising
Campaign
Campaign

128. Media Planning and Strategy
 To whom do we advertise? (Target Audience)
 Where do we advertise? (Geographic Area)
 When do we advertise? (Scheduling)
 In which media should we advertise?
 Media Class- It is the generally category of message delivery system for
carrying the ad message to a selected audience such as print media,
broadcast media or outdoor media etc
 Media Vehicle- It is the specific message carrier within a medium such as
Times of India, Zee etc
 Media Reach- It is a measure of the number of different audience
members or households exposed at least once to a media schedule within
given period of time. Here reach is also called OTC (opportunity to see)
 Media frequency- It is the average number of times that an individual or
household is exposed to a message carrying media vehicle within the
specified time period
 Media Scheduling- It is concerned with timing the insertion of ads in the
selected media vehicles
 Media Impact

129. Media Scheduling
Continuity
Flighting
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

130. Pop-Outs ; Ads which popped on the screen occupying a quarter
of the screen

131. Action Replay ; Logos that come on when replay of the last
score or the last wicket

132. On Screen Logo ; Brand Logos that pops on the
screen while a match is on

133. Push Backs ; Brand Logo popping out during the match

134. Scroller ; It is normal scroll of the Ad

135. Paste-Up ; Brand logos that appears along with the score card
or graphs

136. Newspaper Advertising
 Display advertising- This is a form of advertising that, more
often than not, contains graphic information, text, logos, images,
illustrations etc. It is available in many different sizes and is
spread throughout the newspaper
 Classified advertising- It is grouped under subheads
classifying the product being marketed. (e.g. headings such as
employment, automobiles, real estate etc)
 Special ads and inserts- These are usually ads by
government or political parties sharing their achievements, giving
notices, advocating an issue, promoting a candidate etc.
Sometimes financial reports, initial public offering
announcements etc are also published by organisations as special
advertisements

137.  Paid circulation- The number of sold copies
 Pass-along readership
 Total audience or readership=readers per copy (total
primary+ pass along readers) circulation
 Audit Bureau of circulation of India (ABC)
 Registrar of newspapers for India (RNI)
 The Indian newspaper society (INS)
 National Readership survey (NRS) & Indian Readership
survey (IRS) by Media Research Users Council (MRUC)

138. Buying Newspaper space
 Rate units- column inches or column centimeters
 Standard Advertising Unit (SAU)- Square centimeter (sq cm)
 Rate card- Newspapers print their rates in a document called
rate card that contains prices and descriptions for the various
ad placement options
 Flat rates- standard advertising rates with no discounts
 Open rate- various types and levels of discounts based on
frequency, volume, desire to sell last minute unused space etc
 Contract rates- these are lower than open rates and are
offered to advertisers who plan to run a series of
advertisements in a particular period usually one year and within
a specific space purchase

140. Magazine
 Advertorial-(combination of advertisement and
editorial)
 admazines – These magazines are published by the
advertiser with the main objective of exclusively or
selectively promoting their products. They may also
carry editorial content. Airline inflight magazines
featuring articles on destinations that the airline flies
to, carrier’s ads and related editorial articles etc

141.  Magazine advertising units
 few columns
 half page (vertical half page, horizontal half page)
 full page
 quarter page
 spread (two full pages opposite each other)
 column inches or sq cm
 island position- surrounded by editorial matter
 bleed ads- where in advertisements can be
extended beyond the normal margin of the page to
the edge of the page

143. Out of Home Advertising
Panels

144. Bus shelter Display

146. Display Vans

147. Taxi top & trunk display

152. Flags
Motion display

153. Pillar sites in Airport

154. Pole Kiosks
Public utility Wall painting

155. Neon sign
Glow signs /
Signage boards

156. Minute Maid Pulpy Orange Inflatable Bicycle kiosks
Human kiosks

157. Eco-friendly
outdoor advertising
Medium
AccuRide AdBikes

158. Mobitisements

160. Revolving Window

161. Balloon with built in Television

162. Lugcart

163. CashurDrive

165. Packaging and Labeling
 Package- as all the activities of designing and
producing the container for a product. A package
is the physical container or wrapping for a
product
 Primary package
 Secondary package
 Shipping package

166. Functions of Packaging
 Promoting and selling the product
 Defining product identity
 Providing information
 Expressing benefits and features
 Ensuring safe use

167.  Mixed Bundling
 Sometimes multiple complementary items
are bundled together in one package. Mixed
bundling is the practice of packaging
different products and services together
 Price bundling
 It occurs when two or more products are
placed on sale for one package

168.  Blisterpack/bubble pack
 These are packages with preformed plastic molds
surrounding individual items arranged on a backing
 Aseptic packaging
 It involves separately sterilizing the package and the
food product, and filling and sealing the package in a
sterile environment. Canning and bottling are
examples of this method, which keeps food fresh for
a particular time duration
 Cause packaging
 involves using packages to promote social and political
causes. The issues on the packages may be totally
unrelated to the products inside

171. label
A label is an information tag, wrapper, seal, or
imprinted message that is attached to a product or
its package. Its main function is to inform
customers about the product’s contents and give
directions for its use. It might contain a brand
name or information. So it is the written, printed
and graphic material on the package
 Statutory component
 Optional component

175. Branding through Advergaming
 Types of Advergaming
 Above the Line or custom Advergaming
 In this form of advergaming companies provide an interactive game
in their website to attract customers and hope that they spend
extra time on the website. The games developed by companies
feature its products so as to increase awareness about the product
among the potential customers
 Below the Line Advergaming
 In this type of promotion companies generally develop games
related to their products and services and distribute these to their
prospective clients
For example KID (Kindle Imagine Develop) created a video game
known as Pepsiman
 Through the Line Advergaming
 In this form of advergaming, URL hyperlinks are provided in the
games in order to prompt the players to visit the website which
contains advertisements