Transcription Doc

Introduction to Advertising

Note: This transcription document is a text version of the upGrad videos present in this session. It
is not meant to be read independently but can be used to complement your video watching
experience.

Video 1

Speaker: Kavea Chavali

Once a marketer has designed an effective marketing strategy for a product, he/ she must choose
the right marketing channel to promote the product. This module will help you understand this
process. Now, here is a bird-eye view of what you’ll cover in this module.

In the first session, you will begin by understanding the basics of advertising and its primary
objectives. Then, you will learn about the components of an effective advertising strategy. Next,
you will look at the ATL or Above-The-Line ad campaigns, and BTL or Below-The-Line ad
campaigns.

Lastly, you will learn about the TTL or Through-The-Line ad campaigns, which are a smart
combination of the ATL and the BTL ad campaigns. Moving on, through a marketer’s lens, you will
analyse a few ads in terms of identifying its target audience and the positioning strategy used.

In the next session you will again a deep insight into the different offline marketing channels
namely TV, radio, print media, outdoor advertising and event marketing. You will see how
companies choose their target audience, the right spot for their products ads and the frequency of
the ads when using an offline marketing channel.

In the last session, you will learn about the online marketing channels used by marketers to
attract more customers and enhance their brand image. Here, you will look at organic as well as
paid channels used during online marketing.

After going through this module, you will be able to understand how offline and online marketing
channels functions and what components must be kept in mind to determine the success of an ad
campaign.

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 Video 2

Speaker: Kavea Chavali

Advertising was born in a capitalist economy, where the major focus was on generating profits.
With newspapers and magazines gaining popularity in the 20th century, advertising became a
common method used by companies to attract customers and increase their presence in the
market. This is how advertising was introduced.

William Bill Bernbach, the co-founder of one of the world’s largest advertising firms, DDB, defines
advertising in a manner that has prevailed the course of time and is accepted by marketers
worldwide.

According to him, advertising relies on an unmeasurable component, creativity. He further adds,

the purpose of advertising is to sell. That is what the client is paying for and if that goal does not
permeate every idea you get, every word you write, every picture you take, then you ought to get
out of the business.

Any company that manufactures goods should be able to communicate and inform its consumers
about its products benefits. Advertising is one of the many forms used by businesses to achieve
this goal. In layman’s terms, advertising can be defined as paid promotion of goods or services.
Both offline and online media channels are used by advertisers to send their message across. This
message is what we see as advertisements, or ads.

Besides the traditional TV, radio, print and internet ads, other advertising locations that are
growing popular include roadside billboards, store windows, ads on bulky vehicles like buses and
trucks, subway walks and e-newsletters.

Now, effective advertising can be broken into several components, each of which individually
determines the success of an ad. It goes without saying that if an advertisement does not get the
attention of the public, then it will fail to deliver outcomes. This attention can be achieved as a
result of using a good headline, graphics, music and related aesthetics.

An aesthetically correct and content-rich advertisement should be monitored and evaluated time
and again, so that it ensures a positive response even after a significant period of time.

Now, what factors govern a good advertising strategy and what points should you keep in mind
while designing an effective ad? Let’s learn about them in the following segments.

Video 3

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Speaker: Abhishek

Marketing communication helps inform customers about the brands available in the market, and
the variety of products that could be useful to them. Advertising, as a part of marketing
communication, usually targets everybody including kids, adults and old people. Although an ad
will be specific to a particular target group, while launching your ad, you must have clear
objectives. Advertising may have many purposes, so it is essential to identify a specific objective
for a specific campaign.

The typical objectives of an add are, firstly, brand awareness. Awareness advertising can be used
if your company’s trying to enter new markets, or you’re launching new products, or the
customers and prospects are not aware of the full extent of your products and services. For
example, Zomato, while launching its online food delivery service, created awareness among users
by showcasing its ads on billboards and social media.

Let’s look at the second stage, creating considerations. Advertisements should also be able to
persuade customers. Once the customer has a basic understanding of your brand and the product
offering, you should convey to them why your brand is distinct. Companies use a variety of
approaches such as focusing on the product quality, the service it offers, its unique features,
environmental friendliness, cutting-edge technology and low cost. Emotional appeals are also
commonly used to persuade audience.

Let’s look at the third part, which is the brand purchase intention. Most of the time, ads are made
in order to create a purchase intention among the audience. These ads focus on making the
consumers decide to purchase the brand or take purchase related actions. Promotional offers such
as coupons, ‘2 for 1’ deals, encourage consumers to make a mental commitment to buying the
products. This action is further fired up by setting a deadline, that is close enough to make
customers quickly perform the act of purchasing.

Lastly, the building loyalty phase. Some companies use advertising campaigns to remind people of
the happiness and the satisfaction they felt after purchasing their products. The aim is to build
loyalty and encourage repeat purchase. This can be done by giving users a delightful experience
or through loyalty discounts and other similar offers. Encouraging customers to make another
purchase of their established products is an amazing way to keep the products alive and active in
the market.

Let’s understand this through an example. When Maruti Suzuki launched its all-new car Celerio, its
objective was to make people aware that it is launching a new car through its ad campaign. Once
it made people aware, its next objective was to create a sense of consideration among the
audience. For this, it launched a new campaign in which it talked about the features and USPs,
i.e., unique selling propositions of the car.

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Now, to create the intent of purchase among its customers it launched a different campaign,
offering various discounts and offers. Finally, Maruti Suzuki, through its various advertising
campaigns tried to build loyalty by organizing various service camps, reminding people of the
happiness and the satisfaction they felt after purchasing its cars.

Video 4

Speaker: Abhishek

Once the objectives and goals of an ad campaign are set, the next obvious step is to design a way
to communicate your ad. Formulating communications to achieve the desired response through
the ad has 2 components.

The first is the messaging strategy. This answers the question of what to say in your advertising
campaign. It is the primary approach used to deliver the message theme. The goal here is to
design an ad that will have an impact on the audience’s belief or knowledge.

Messaging strategies can be clubbed into 3 main categories. The first one is cognitive strategy.
This strategy refers to the presentation of a product’s features, attributes and benefits, commonly
called ‘fab’, that customers can avail after buying the product. The cognitive message strategy
always focuses on creating awareness among customers. There are different ways to do this,
which we will talk about in the subsequent sections.

Let us take an example to understand this. Colgate, a brand of toothpaste, while launching its ad
campaign, used the USP messaging strategy. A unique selling proposition strategy is a claim of
uniqueness or superiority. Through the ad, they showcased that Colgate is the only toothpaste
accepted by the American Dental Association for protection against gingivitis, cavities and plaque.

Let’s look at another example to understand this. Pepsodent, a brand of toothpaste, while
launching its toothpaste, used the comparative messaging strategy. Comparative strategy is when
an advertiser directly or indirectly compares a good or service to its competition. Here Pepsodent
compared its toothpaste with that of its competition brand, which is Colgate.

The second one is affective messaging strategy. This strategy tries to invoke emotions among
customers in an attempt to lead the customer towards the product purchase. This strategy
focuses on invoking the customers to consider the product or service that the company is offering.

Let’s understand this through an example. When Fortune Foods, an edible oil and food company,
launched its Fortune Vivo oil, it focused on the emotional appeal as its messaging strategy. An
emotional appeal attempts to evoke powerful emotions, which eventually lead to product recall

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and choice including trust, reliability, security and happiness. It focused on sensitive issues such
as heart problems and diabetes which resonated well with the audience, and thus Fortune became
one of the most consumed edible oil brands in Indian households.

The last messaging strategy is conative messaging strategy. This strategy is used to support
various promotional offers such as coupons, discounts, in-store offers etc. This messaging
strategy is always intended for, or focused on driving the customer to purchase the product. Let’s
understand this also with an example.

For instance, Brand Factory, a chain of retail outlets which is operated by Future Group, offers
various discounts and time-limited offers intended to drive people to make purchases.

The second one is creative strategy. In advertising parlance, creative strategies are used to catch
the attention of the audience, and in turn, induce the purchase intent in them. This includes
advertisers employing different methods such as creating catchy slogans, using celebrity
endorsements in order to capture the audience attention.

The questions to be asked for developing a creative strategy are: What are your company’s
objectives? What is your target audience? What are your customers looking for? Which marketing
channels will you use for promotions?

Let’s understand this through an example. Garnier, a cosmetics company employed Bollywood
celebrities in each of its commercial when it was advertising its Acne fight face wash. The
celebrities shared their experiences of using the Garnier face wash, giving the brand a face people
want to be. As the Indian audience is largely fascinated by the Bollywood culture, this made their
creative strategy more impactful.

Speaker: Rahul Karthikeyan

Once you have decided on your message and creative strategy, there is another important thing
to thing to decide upon. It’s the message source or who conveys the message.

The popular sports brand Puma signed Virat Kohli as their brand ambassador in 2017. If you look
at Puma’s international campaign, you would see that it features Usain Bolt. They were looking for
another sports person who is considered to be at the pinnacle of the sports industry for India.
Thus, an association with Kohli let Puma develop an effective advertising campaign with a
compelling message.

The message source plays a critical role in influencing consumers. Source means the person
involved in communicating the brand message to the audience. The message source has to be
someone who is credible, attractive and a person of power and influence.

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Credibility is the extent to which customers consider the source to have relevant knowledge and
skills. This is what makes people trust the information coming from the source. For Puma, Virat
Kohli being a sports person is considered a credible source to represent the brand. People,
therefore, trust him when he endorses it.

The next important characteristic is the source attractiveness. This is a combined measure of
similarity, familiarity and likability of a source. If the source is attractive, it leads to receivers being
motivated by the source, who then try to adopt similar beliefs and preferences. This is the major
reason why celebrity endorsements are popular among brands. Most brands try to associate
themselves with TV and movie stars, athletes and musicians, people love and adore. It is
perceived that these customers are influenced by such celebrities whom they consider their role
models.

The final characteristic a source needs to have is power. That is when they can actually reward or
punish the receiver. This makes it easier to make the receiver respond to what the source is
advertising. The receiver influenced by the source, hopes to obtain a favourable reaction or avoid
punishment from the source. In advertising, this can be made possible using an individual with an
authoritative personality.

Once you have selected your message source, there are various channels for you to communicate
your advertisement. You have already learned that there are different offline marketing channels
such as TV, radio, print media, out-of-home advertising and event marketing. There are various
digital marketing channels as well in the present marketing scenario.

It can get confusing to understand which marketing channel to use in a situation. It is definitely
not viable to use all the channels at once. So, you must choose the channels most suitable for
you, depending on the demographics of your target audience, your budget and the geographic
reach of the channel. You must make sure that these channels are well synchronised with each
other.

Video 5

Speaker: Abhishek

You may have heard of the terms ‘above the line’ and ‘below the line’. The line was initially used
to separate advertising activities with mass penetration from activities with specific penetration.
The terms ‘above the line’ and ‘below the line’ were initially coined by Procter & Gamble, when
they developed their promotion campaign in 1950s.

Above the line, i.e., ATL is a term used for advertising, where mass media such as radio, television
and print is used to promote products and reach out to a mass target audience. Most of the

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television ads are by the FMCG sector. This is an example of ATL advertising, as they are for a
mass audience.

On the contrary, ‘below the line’ uses traditional marketing channels with a marketing approach
targeting a specific audience. It offers marketers an advantage of personalised and customised
communication depending on their audience. It involves distribution of pamphlets and brochures
at the point of sale, few out-of-home advertising media like banners and placards displayed on the
roads, road shows or moving hoardings with the ad of a product.

If there’s an event planned in an engineering college, it specifically targets the college students.
This is an example of ‘below the line’ or BTL advertising. Companies sometimes prefer BTL
activities to reach out to their target audience, when they need to provide the customers with a
personal interaction on a ‘touch and feel’ experience.

Let’s understand these activities better with the help of demonstrations. Housing.com is a
Mumbai-based online real estate platform, which launched its ‘Look Up’ campaigns through its
various marketing channels. It spent about Rs. 250 crores on this campaign with a presence in 85
cities. Its TV commercial drove the hashtag “Jo Dikhe Wahi Miley” to promote the idea that your
home would look exactly how it’s shown on the website.

The commercial promised to sell or rent properties according to customers’ expectations. The
campaign utilised print media effectively as well, with most of the national and regional
newspapers pitching the ‘Look Up’ ad by housing.com. All of this collectively led to a tremendous
increase in traffic for housing.com.

This campaign aimed to reposition the brand and increase its awareness. This was a campaign
targeting the mass audience. It reached out to them through TV commercials and print media.
Due to this campaign, housing.com saw a 500% increase in its traffic, thus using ATL advertising
tor rebrand itself and thereby increasing its brand awareness.

Moving on to ‘below the line’ advertising. It is a one-to-one or direct marketing strategy. There’s
sometimes, a necessity to communicate effectively with a limited budget. This is when cost-
effective ways are needed to reach the target audience.

BTL advertising uses marketing strategies for a specific target group, focusing more on
conversions than on building its brand. These marketing strategies drive individual responses,
making the return on investment and the effectiveness of the advertising campaigns easier to
measure.

A few other common BTL advertising techniques are sponsorships, sales promotions such as
discounts to dealers or customers, coupons to be redeemed later on, etc.

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An example of a successful BTL campaign is when Coca-Cola wanted to increase its brand
awareness and market share in rural Andhra Pradesh. It targeted the devotees who came to
attend temple festival called Jatras. This BTL campaign was conducted across Andhra Pradesh and
Telangana. Vehicles with Coke stocks and freezers were parked near a high-visibility area during a
Jatra. Coke was sold at Rs. 5 per glass through the day in these populated areas.

This campaign was a huge success and the team sold around 6,000 bottles within a period of 30
days. Here, Coca-Cola aimed to increase its customers in the consideration and purchase stages
among a targeted audience. It focused its marketing on this limited audience by setting up a kiosk
at the required locations.

Now a days, because of the increased competition, there’s a need for integration between ATL
and BTL advertising so that they complement each other. This has blurred the line between ATL
and BTL and is called ‘through the line’ or TTL advertising. It can also be referred to as a 360-
degree marketing campaign.

For instance, when a company follows a 360-degree marketing campaign, it advertises itself
through every media channel. You would notice their advertisements on television, radio, print
media, ads on digital platforms, brochures and flyers distributed in the city.

In recent times, due to the increase in online marketing channels, marketers are aiming to
integrate offline and online marketing channels using ‘through the line’ marketing. A few of these
digital channels include email marketing, SEO or search engine optimization, display advertising,
social media marketing, etc.

Let’s understand this better through an example. You must have heard of the popular doughnut
chain, Dunkin’ Donuts, which originated in the USA, but has now expanded to various cities in
India as well. Initially, its main products were baked goods, and coffee played a supporting role. It
then launched a new campaign in America called ‘America runs on Dunkin’.

It wanted to reposition its brand as one that keeps busy Americans pumped up and on-the-go. It
promoted Dunkin’ Donuts coffee as the fuel for Americans. It utilised various media channels for
this repositioning effort. The campaign included various television commercials, radio
advertisements, print media, in-store advertising, outdoor events and, also online advertising.

Along with the campaign, the company’s website featured a special section called ‘The D Stop’
which included fun games and interactive elements for customers. These ads stressed on the
company’s vision to provide quality food and beverages which were priced reasonably and served
quickly. Through this 360-degree marketing campaign, along with the help of offline and online
campaigns, Dunkin’ Donuts was highly successful in its brand repositioning.

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 Video 6

Speaker: Sabia Gulati

So, what really is a business’s communication mix? It depends on the market, depends on the
target group, depends on the affinity of the consumer.

So, it can vary from you know, a business being completely focused to traditional media, to a
business being very active on social media and almost negligible on traditional media.

So, I will share two absolutely contrasting examples here. So, with Marks and Spencer, there was
a lot of radio advertising.

There was a lot of newspaper advertising, we were doing because purely when we launched the
brand for up till say 2012 or 13, we were really just focusing on traditional media because we
were not selling online.

We were a brick and mortar format and that's what we had as an offering. All the store launch
announcements or sale announcements, were something that was happening through newspapers
and the radios.

We did have our footprint on social media as well, but we were not selling online. We were trying
to create engagement. There was one-way posts that you would push through, but there is no
CTA, there is nothing that the consumer is expected to do at that point.

So, really was doing no justice to the kind of budgets we were putting in or the kind of thought
process that was going in content creation.

So, sticking to traditional media, newspaper, radio and even leaflets at a mall, things like that
really worked during M&S. And then once obviously when we moved into eCommerce and we
launched through various other aggregators, then of course social media made sense.

So, it kind of changes from time to time how your brand, what is the offering, how are you selling,
where all are you selling?

And contrary to Madame Tussauds where we were very focused on social media. So, our social
media channels went up almost a year before we actually launched the brand.

So, when we first announced that we are in, you know, coming into the country, it was supported
by a huge press conference. But again, we did not want to have a one-way communication
because it's an experiential brand.

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We actually placed figures and we wanted the media and we wanted the influencers to kind of
come and see what the product is, touch and feel because that is what we are about. We are an
entertainment company trying to sell an experience.

So, we did not want to give just static non-interactive, you know, feelers out there in the market.
And we then for a year were social media, like we were like super active on social media.

We had the Twitter on, we had Facebook on, we had Instagram on, we had Snapchats, we had all
of that. It was hard because it was a prelaunch activity for a year.

We wanted to create content about something that's not even existing right now. How do we do
that? How do we create engagement?

We knew the benefit was, India being such a Bollywood driven country and you know, I mean like
die-hard fans of Bollywood, we were able to create a lot of content on daily paparazzi.

So, we knew that for us to sell our product, we don't have to necessarily talk about our product.
We need to talk about the consumer's favourite superstars. That's what we need to talk about.

So, we would pick up every day scoop, we would then obviously incorporate with what has been
happening at Madame Tussauds, who visited, whose figure is being made, who is being signed
up, who's being sized, all of that, outfits. All those things.

So, creating all that interactive content on social media was essential for Madame Tussauds India,
unlike Madame Tussauds globally. Because Madame Tussauds globally is so driven by tourism, the
strategy is completely different.

They work a lot on leaflets, they work a lot on tourist booths, a lot with travel agents because
that's where the customer is going to come and find out what do they need to do.

But because India, we knew that the business is going to be determined by the resident
population. We firstly need to create brand awareness. There is still a huge section of the society
that doesn't really know what Madame Tussauds is all about.

So, it was a mix of creating brand awareness in a certain target group and creating aspiration
amongst the group that already knows what Madame Tussauds is and probably has also visited
one of the Madame Tussauds globally.

How do we generate that interest that they would want to come and visit us again in India? What
we also had to do was as a global strategy, we launched our tickets about three months before
we actually opened the attraction. Now in India, you know, we are very last-minute people.

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We know that we'll book our movie tickets, maybe an hour before we go for the movie, at the
most a day before. How do we create that value? How do we tell the consumer that, no, you
know what, you need to book in three months in advance?

How do we create urgency for a permanent property? How do you do that? So again, it was all
driven by social media because we had to drive engagement. We had to offer special discounts.

We also had to give away certain vouchers. We had to generate certain interest in people so that
they can be a part of the red carpet. So, it was all about social media to begin with.

Post one and a half years when we came into the country and the day we launched, the entire
focus for next three to four months was traditional media.

There was a lot of newspaper advertising, full page advertising, there was a lot of outdoor
activity. There was a lot of radio activity and purely because we wanted to launch with a big bang.

We wanted the perceived value of the brand to be very high. We wanted to position the brand as
a super aspirational attraction that exists in the world and is now a part of the country.

And to our benefit, our location was very, very prime, I would say. We were at the Regal cinema
in Connaught Place. That is a place that everybody knows.

So, and if you look at how Madame Tussauds is globally, they're all in very strategic locations, in
all very, very high traffic areas of all the cities.

So, here we are, launching in Connaught Place, at the Regal building. There is already some
aspiration and you know a certain perceived value that is attached to the brand. So, it really
depends what you're talking to, how much you're talking to your customer, what do you want to
talk to them about.

Now, while I was selling an experience, my product was still static. It is a static figure of a film
star. How do I create an experience with that? So, the content strategy was again very important.
It was key.

When we had to use a visual, like the key visual that went out on outdoor or that is going out in
newspapers, what are the figures that we need to use?

We actually went down to figuring out that each of the celebrities that we are featuring in
Madame Tussauds, who has how much fan following on each of the social media channels.

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Which of the stars is most interactive and talking to their consumers? Which is the superstar that
people feel up close to?

So, these are the figures that we need to position in our key visuals, in our key communication so
that the people relate to it. People want to have the urge to come and kind of rub shoulders with
the celebrities, which they cannot do in real life.

So, content is equally important, how important it is that you pick your media mix. But what
content is going on this, each of the platforms is most important and how timely it is going.

While we are very excited about social media, it gives us as a business, a lot of opportunity to
speak to our consumer but we also cannot kind of bombard posts and absolutely, you know, it
just dilutes the interest. It just dilutes the engagement rate.

If you're looking at good engagement with the customer, we need to be very sensitive on what
content we are posting and how often we are posting.

So again, for each business, it works differently. If you are looking at positioning your brand and
there is not too much interaction that you're wanting with your brand, then maybe traditional
media is your best bet there.

And if you're looking at creating interaction, if you're looking at, you know, you want engagement
with the consumer, then yes, your influencer strategy and social media kind of works for you.

Video 7

Speaker: Kavea Chavali

In 2004, Amazon’s founder Jeff Bezos and his team at Amazon created the world’s best e-reader,
the Amazon Kindle. It was revolutionary in the sense that it bridged the gap between avid readers
and the millions of books available around the world.

Bringing development and innovation together, Kindle has made a special place in millions of
hearts through its ease and usage. Amazon has adopted strong advertising methods to promote
Kindle. Let’s look at two of these advertisements.

Remember, once the ads are finished, you should be able to apply your knowledge about the
STPs and the 4 Ps to understand the target audience, and how Kindle positions itself in the minds
of its customers as well as the non-users.

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 Video 8

Speaker: Kavea Chavali

Now, let’s move ahead by looking at two ads from different brands this time. The uniqueness of
these ads is simple. Convey the brand’s message through minimal use of words.

The first advertisement is by Volvo Trucks, a truck manufacturer based in Sweden, has the
credibility of being the world’s second largest manufacturer of heavy-duty trucks. This
advertisement was released in 2013 and became famous around the world as the ‘Epic Split’.

Next, you’ll see an ad by Wideroe, an airline company operating in the Nordic countries. It shows
the airline’s value proposition beautifully, through an interaction between a grandfather and his
grandson.

Video 9

Speaker: Kavea Chavali

The moon, the sun, the ocean, the mountains, the city, the forest, where do you find all of these
together? Well, your imagination must have taken you to places, but we’re specifically talking
about the Discovery Channel here.

A part of our childhood, the network channel has given life to most of our imaginations. Whether
its Bear grylls taking a bit of a rare snake, or an astronaut saying ‘hello’ from the other world, the
Discovery Channel has taken us on adventures. Take a look at this beautiful piece of its ad and
identify the message.

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