BRIGHT SIDE OF

ADVERTISEMENTS

PRESENTED BY: Simerpreet Singh Gill

Advertising serves to inform consumers about a product and persuade them to buy it.

Advertising can be a positive marketing tool to corporations and for consumers and live up with bright side.

INTRODUCTION

CORPORATE BENEFIT: BOOST PROFITS Advertising's sole purpose is to boost profits

for a business.

CORPORATE BENEFIT: UNVEIL NEW PRODUCTS

Another positive effect of advertising is gaining consumer awareness about a new product.

CONSUMER BENEFIT: EXPLAIN ENVIRONMENTAL CAMPAIGNS

Though advertisements should not be taken on-face, they have the potential to educate consumers about the corporation's attempts at being socially responsible.

CONSUMER BENEFIT: INFLUENCE CULTURE While some types of advertising can be annoying,

inflammatory and obscene, some ads are witty, insightful and reveal cultural insights.

EFFECTS OF ADVERTISING

POSITIVE EFFECTS OF ADVERTISING Although people often focus on the negatives when they discuss

the effects of advertising, it is important to note that advertising does have its positive side.

Public Service Advertisements These advertisements market a social concept of importance to

the general public. Many public service announcements run messages about health, safety and national security.

Social Benefits In addition to public service advertisements, traditional

advertisements that market a product or service can offer social benefits.

Economic Benefits According to the International Advertising

Association, advertising can encourage companies to compete and provide new products.

Choice In addition to encouraging consumers to choose the

products that are best for them, advertising, at least in democratic nations, allows individuals to learn about the wide variety of lifestyle and political choices available to them and choose the ones that they find best.

EXAMPLES OF POSITIVE & NEGATIVE ADVERTISINGPolitical Advertising Examples Political ads are rife with negative advertising

principles. For example, one candidate will focus on the other candidate's flaws and foibles, making sure that the voting public knows how horrible the other candidate is, even if this isn't true.

Public Service Announcements Public service announcements, or PSAs, typically utilize

negative advertising techniques for their shock value.

Car Advertisement Examples When competitors' cars are mentioned, they are

always put in a negative light: the car gets poor gas mileage or the styling isn't elegant.

Newer Positive Advertisements A trend towards more positive advertisements is

particularly evident in the beauty industry. One campaign of note would be Dove's campaign for young women to help boost their self-esteem.

SALES AND ADVERTISING

EFFECTS OF ADVERTISING ON SALES VOLUMES Short-term sales promotions tend to lead to higher sales

volume more quickly, whereas long-term brand management advertising produces higher sales and profits over time.

Sales Volume Sales volume is typically measured in either total dollars or

number of units sold.

Delayed Response Advertising Delayed response advertising describes ads intended to

boost your company's brand awareness and favorable market impression over time.

Sales Promotions Sales promotions have a much more

sales-driven purpose than traditional advertising.

Conflict of Interest A key consideration when deciding on

short- versus long-term ad messages is the potential conflicts of interest.

THE RELATIONSHIP BETWEEN ADVERTISING & SALES PERFORMANCE

Small-business owners want to measure the impact of advertising on sales performance.

Survey Customers One of the simplest yet most effective ways to find out what role

advertising played in a purchasing decision is to ask the customer who made the purchase.

Track Promotions Advertisers may also use promotions that contain a unique

identifier to help business owners compare the effectiveness of two or more ads.

Build Brand Awareness The relationship between advertising and sales

performance is sometimes subtle. Many consumers decide to purchase goods for nuanced reasons such as familiarity with a brand.

Study Conversion Rate One of the metrics advertisers use to measure

the effectiveness of advertising is the conversion of visits -- to a brick-and-mortar store or to a website -- to sales.

EXAMPLES I, me, myself

Campaign: Made for you Brand: Vodafone Company: Vodafone India Agency: Ogilvy India 

The Ad: This was a series of three ads that talked about the different needs and expectations people have-the first spot was set in a tailor's shop, the second at the barbershop and the third in a gymnasium.

Our Take: The brand delivered the message with charming finesse all the way. The ads were targeted at socio-economic class (SEC) A and B audiences and the anecdotal responses were so full of hot air, that they made the viewing experience fun. 

Father of manCampaign: No kidding. No worriesBrand: FlipkartCompany: Flipkart.comAgency: Happy Creative Services 

The Ad:In this campaign, Flipkart spoke to its target group on why it is the best online shopping portal. All the ads in this campaign featured kids made to look, behave and talk like adults – at home, at a beauty parlour, in an office, in a cafe, etc.

Our Take:  If Flipkart can claim today to be one of the most recognised online shopping

brands in the country, much of the credit goes to this campaign.  In advertising, humour is considered a particularly difficult and certainly risky

element but Flipkart sat comfortably on the right side of humour.

The Bond moviesCampaign: Fevicol Marine ferryBrand: Fevicol MarineCompany: Pidilite IndustriesAgency: Ogilvy India

The Ad: The ad opened with a boatman rowing his boat, which is filled to capacity with wooden chairs.

Our Take: Fevicol broke away from using metaphoric representation of an adhesive to

employing the product in the imagery. And they did it well, for it lent something new to this ad while not really breaking

away from their tried, tested and much loved formula. The ad delivered the intended brand communication, was humourous and

enjoyable, and made an otherwise staid product category stand out in its communication.

Mango man's day out

Campaign: Sirf gyaan hi aapko aapka haq dilata haiBrand: Kaun Banega CrorepatiCompany: Sony Entertainment Television (SET)Agency: Leo Burnett

The Ad: 'Sirf Gyaan Hi Aapko Haq Dilata Hai' was the proposition used by the sixth season of the game show Kaun Banega Crorepati (KBC) hosted by Amitabh Bachchan

Our Take:  The aam aadmi (common man) premise in the ads certainly had a deep connect with the Indian

audience, especially in the hinterland. The problems that the characters faced were universal and evident in every section of the society. The shift in the positioning from a show which was all about the excitement and the chance to rub

shoulders with Big B to a show where even the underdog could win helped in bringing the brand closer to the common man. 

This campaign was able to reach out to its core audience – the common man who wants one chance to change his destiny -- and was thereby able to capture the core value of the show and the channel.

What was interesting was that the aam aadmi was not disheartened by the obstacles, but remained optimistic and confident of his ability to come up trumps.

Play is the only way

Campaign: Cricket Ki KhushiBrand: Coca-ColaCompany: Coca-Cola IndiaAgency: Lowe Lintas

The Ad:  This ad opened with a group of children in an arid part of the country playing a

game of cricket, completely unperturbed by the soaring temperature, their bleak surroundings or the lack of any proper equipment or cricket pitch.

Our Take This ad broke the clutter, played to the sensibilities of a cricket crazy nation

with its slice of life moments thus presenting a story which a large number of Indians could identify with, and finally topped it up with probably the greatest ambassador of the game delivering a simple, feel-good message: Keep playing and stay happy.

Go for the gold

Campaign: Diwali GiftBrand: TanishqClient: Titan IndustriesAgency: Lowe Lintas

The Ad:  This commercial launched around Diwali showed a middle-aged married couple. The wife chances upon a Tanishq jewellery set casually kept on the bed. She looks at it in

surprise and wonders who it is for.

Our Take:  A long-married couple that has seen many a difficult time is something the great Indian middle-

class is certainly familiar with. Caution is what steers them along. They are unlikely to give into spontaneous buys. The terse, tense exchange between the couple towards the beginning of the commercial made

way for a wonderful surprise in the end. It turned out to be a charming, heart-warming story and one of the better ones this year.

CASE STUDYDoing Well by Doing Good: ‘Fair & Lovely’ Whitening Cream

According to the ‘doing well by doing good’ proposition, firms have a corporate social responsibility to achieve some larger social goals, and can do so without a financial sacrifice.

Introduction The idea that companies can do well by doing good has caught the attention of

executives, business academics, and public officials. The popular ‘bottom of the pyramid’ or BOP proposition which argues that large

private firms can make significant profits by selling to the poor, and in the process help eradicate poverty

Doing Well Fair & Lovely, the largest selling skin whitening cream in the world, is clearly

doing well. Created by HLL’s research laboratories, Fair & Lovely claims to offer dramatic

whitening results in just six weeks.

Doing Good Not surprisingly, HLL claims Fair & Lovely is doing

good by fulfilling a social need. They argue that 90 percent of Indian women want to use whiteners because it is “aspirational

Target Market The target market for Fair & Lovely is predominantly

young women aged 18-35 (Srisha, 2001). Disturbingly, “there is repeated evidence that schoolgirls in the 12-14 years category widely use fairness creams”

Constraints on Free Markets Fair & Lovely is clearly doing well; it is a profitable and high

growth brand for Unilever in many countries, especially in India.

Corporate Social Responsibility As stated earlier, HLL explicitly states on its website that its

corporate social responsibility is rooted in its Corporate Purpose - the belief that “to succeed requires the highest standards of corporate behavior towards our employees, consumers and the societies and world in which we live.”

It is possible that HLL top management genuinely believes its own rhetoric that Fair & Lovely ‘empowers’ women. There is a wide gap between this belief and the position of civil activists that Fair & Lovely advertising is demeaning to women.

CAN ADVERTISING CHANGE INDIA'S OBSESSION WITH FAIR SKIN?

In a country where dark women are referred to as "blacky" at work, one actress takes on a massive skin-bleaching industry.

In India, a country where the majority of the population is dark-skinned, there is a widely held belief that dark complexions are inferior to fair ones.

The message is clear: fair skin represents beauty and success, and as a result Indians are keen consumers of products that promise to lighten skin.

In March of this year, an organization called Women of Worth launched a "Dark is Beautiful" campaign to draw attention to the effects of racial prejudice in India.

The print ad features the actress Nandita Das urging women to throw out their fairness creams and abandon the belief that dark skin is ugly.

Meanwhile, in early July, the cosmetics company Emami released a competing television ad starring Bollywood superstar Shah Rukh Khan.

In the ad, Khan tosses a tube of fairness cream to a young fan, telling him that fairness is the secret to success in life. In response, the "Dark is Beautiful" campaign filed a petition on Change.org asking Emami to suspend the ad on the grounds that it is discriminatory.

As India's economy continues to boom, the market appears to be a driving force behind the discrimination against dark skin.

The fairness industry first evolved as a response to consumer demand.

The current "Dark is Beautiful" petition against Emami is a small step in this direction.

However, while the petition has garnered thousands of signatures in a matter of days, it is unlikely to convince Emami to withdraw its ad or change its approach.

CONCLUSION

‘Doing well by doing good’ is a seductive proposition that has understandably captured the attention and imagination of many executives, academics and public officials.

Problems arise when there is a divergence between private profits and public welfare.

In that case, there is a need to constrain markets, which is particularly difficult in the context of developing countries.

As the countries develop economically, politically, and socially, these shortcomings will get remedied. Meanwhile, CSR is the best hope..

THANKYOU