Assignment-1

Q1. Pick up any product of your choice and study the impact of advertising on its
sales.

Ans. Baba Ramdev’s Patanjali Ayurved’s advertising aggression seems

relentless. The Haridwar firm, the third largest TV advertiser in 2016,
according to Broadcast Audience Research Council of India (BARC India),
has ramped up TV advertising by 34% in the first 23 weeks of 2017 against
a year ago.

In the first 23 weeks of 2017 (till June 9) the total ad insertions — number
of times a TV commercial is telecast on different channels across the
country — by Patanjali were 5,72,383 against 4,25,727 in the same period
in 2016, showed BARC data.
While Patanjali is still far behind FMCG behemoths Hindustan Unilever and
Procter & Gamble in terms of TV advertising, the gap is narrowing. For
instance, P&G had 230994 more ad insertions than Patanjali in first 23
weeks last year compared to 182782 this year. P&G had 755165 this year
until June, according to BARC data.

Dant Kant toothpaste , soap aloe vera gel and herbal washing powder. This
is different from last year when they focussed more on atta noodles, biscuit,
ghee, honey and toothpaste.

Q2. Discuss with example on Mass Media.

Ans. Baba Ramdev of Patanjali Ayurved was recently named the Impact
Person of The Year (IPOY) 2017 for causing unprecedented disruption in
the FMCG industry in India with the launch of his herbal products. In a
short span, the brand has managed to capture the market by making
‘swadeshi’ and national interest an integral part of its marketing pitch. With
a turnover of Rs 10,561 crore in the financial year 2017, Baba Ramdev’s
Patanjali has shaken up the hegemony of MNC players and is all set to
achieve more growth and scale.

According to Raj Nayak, COO, Viacom18, Baba Ramdev’s win was expected
given the way he has built Patanjali into a formidable brand. “Every year
the quality and stature of IPOY awards keep going up. We have been
supporting this award right from the beginning. There have been many
distinguished people nominated this year and I think each of them has
excelled in whatever they have done. I’m very happy that Shri Baba
Ramdevji has got the award this year and I wish him the very best because
it is very deserving. We will continue to be associated with IPOY for years to
come,” said Nayak.
Each of the individuals who were nominated for the award have had a huge
impact on the marketing and media industry. But Baba Ramdev rightfully
deserves to be the Impact Person of the Year 2017 simply because his
impact transcended Media and FMCG industry alike. Baba Ramdev and
brand ‘Patanjali’ are great examples of disruptive differentiation and are
increasingly becoming a way of life for millions of Indians. I congratulate
Baba Ramdev for winning this award and for being an inspiring leader that
he is," said Megha Tata, COO, BTVi.

Pradeep Dwivedi CEO, Sakal Media Group, believes that Baba Ramdev with
his brand Patanjali has set up new paradigms for the FMCG industry and
thus deserved the win. He said, “Baba Ramdev winning IPOY 2017 is a
fantastic development. It is a testimony to the fact that an Indian company
has made substantial inroads into territories largely dominated by
multinational corporates. I think he has set up new paradigms and clearly
deserves the award. His business acumen and his ability to connect with
distribution value chain have helped the products do extremely well.”

Q3. Advertising is very crucial for business enterprise. Explain in detail.

Ans. The primary objective of advertising is to get the word out that you
have something exciting to offer, says George Felton, author of
"Advertising: Concept and Copy." It can be anything from an upcoming
entertainment event you're promoting, a new product line you're selling, a
political campaign you're managing, the expansion of an existing platform
of services or officially hanging out a shingle for your first business.
Whether your promotion takes the form of print ads, commercials,
billboards or handbills, the content adheres to the rules of journalism by
identifying who, what, when, where and why.
Advertising helps to raise your target demographic's awareness of issues
with which they may be unfamiliar as well as educate them on the related
benefits of your product or service. A popular example of this is the health
care industry. If, for instance, a consumer watches a television commercial
in which someone describes aches and pains that are similar to those
experienced by the viewer, the ad not only identifies a probable cause but
suggests a potential remedy or treatment option to discuss with her doctor.
Comparisons with Competitors
Advertising invites your target audience to evaluate how your product or
service measures up against your competitors, says Gerard Tellis, author
of "Effective Advertising: Understanding When, How, and Why Advertising
Works." Demonstrations of household cleaning products are a good
example of this because they provide compelling visual evidence of which
product does a faster and more effective job of tackling stubborn stains.
Political ads are another example of how advertising serves up side-by-side
comparisons of the candidates' qualifications and voting records for
readers and viewers to make informed choices at the polls.

Q4. Brand Building occupies great role for marketers. Discuss in detail.

Ans. Boards needs to make brand building a critical area of focus and drive
its implementation through the organisation. The first step in this
implementation process is to entrust someone with the responsibility.
Different models of senior executive responsibilities around brand building
are being adopted, which include CEOs taking on the role of brand
builders, appointing Chief Marketing Officers (CMOs) or Chief Brand
Officers (CBOs).
Samsung is a great example of an Asian business which embraced
branding on a strategic level in the late 1990s, and employed a CMO.
In Asia, it is imperative that boards pay attention to the cultural context
before deciding on the model and associated responsibility matrix for brand
building in the organisation.

Define, allocate and empower

Brand building requires an organisational level mindset, which requires
time and investment to create. The most effective way to achieve this is to
define precise brand building objectives and associated responsibilities,
allocate these responsibilities to the right individual and empower him or
her to do all they need to do to meet the objectives.

This is a stage where boards can play a more effective role in

empowerment by providing guidance and strategic direction to the
individual around cultural and other organisational factors that need to be
navigated successfully. Brand building is a medium-term (if not long-term)
initiative that requires successful understanding and mitigation of not only
external barriers, but also internal ones.

Q5. Give an example with reference to Role of advertising in Society.

Ans. Advertising is the paid promotion that uses strategy and messaging about the
benefits of a product or service to influence a target audience’s attitudes and/or
behaviors. Between online, television, radio, and print platforms, the average
American sees hundreds, even thousands of advertisements daily.
Although many consumers find them annoying, advertisements play a prominent
role in shaping opinions about everything from products to politics.
A Forbesarticle (2012) stated: “Advertising plays the same role in your media diet
that vegetables play in your regular diet; most of us would prefer to skip that
course and go straight to dessert. But, just like veggies, advertising plays an
important role in sustaining a body; in this case, a diverse body of content” (para.
1). Advertising heavily supports many institutions, including news media outlets,
the television industry, search engine companies, and social media websites. For
example, advertising contributes up to 80 percent of revenue for newspapers and
therefore is critical to maintaining the circulation of the press (Newspaper
Association of America, 2014).