Table Of Content

A P DVERTISING AND ROMOTIONS A IMC P N ERSPECTIVE A A BOUT THE UTHORS Kruti Shah is a young and upcoming freelance marketing and communications professional with diverse experience for her years. In the past six years, her work has encompassed market research, product launches, brand management, project management, website communication, and business development. Kruti has worked as a marketing coordinator for Fibre-Craft Materials Corporation, USA and as a business development manager for Pidilite Industries. She has also worked and consulted with Zydus Cadila Healthcare, Educational Initiatives, Publicis Worldwide, and the American Red Cross of Greater Chicago. Currently, Kruti serves as the founder of the marketing and communications consultancy outfit Thinking Ink, and as a visiting faculty of marketing and communications at Ahmedabad Management Association and N.R. Institute of Business Management. Her areas of professional interest lie in enhancing the quality of advertising for small and medium enterprises, exploring Internet marketing, and devising new teaching materials and methodologies in marketing communications. Kruti is an MS in Marketing Communications from Stuart Graduate School of Business, IIT, Chicago and a gold medallist MBA from Nirma University, Institute of Management. She has co- edited the book Inspirational Gems to Empower your Life, which has successfully run over five editions winning wide acclaim. Kruti devotes her leisure time to trekking and travelling, and expresses her creativity in Bharatnatyam and Kuchipudi dances. Alan DSouza has over three decades of experience in Industry, Academics and Institution building. A post-graduate from the Indian Institute of Management, Ahmedabad, (IIMA), he has worked with Companies such as Boehringer-Knoll, Glaxo, Shilpi Advertising and Mudra Communications. His industry experience includes developing the marketing and communication strategies of ethical pharma and OTC brands such as Euglucon, Isoptin, Farex, Complan and Nycil. In the advertising arena he has contributed towards building brands such as Cera, , Vimal, Rasna, Dhara, Symphony, Yera etc. He has wide international experience and has consulted with companies in the UK, Sri-Lanka, Bangladesh, Saudi Arabia, Kenya, Nigeria and Rawanda. He is one of the founder members of MICA (Mudra Institute of Communications, Ahmedabad). He has set up MICORE (Mudra Institute of Communicatons Research) the first Institute of its kind in India dedicated to Communications Research. He is visiting faculty at many of the premier management institutions in the country. He also has a significant number of publications and case studies to his credit. Mr DSouza is currently Director, Goa Institute of Management, one of the premier management schools in the country. A P DVERTISING AND ROMOTIONS A IMC P N ERSPECTIVE Kruti Shah Visiting Faculty Ahmedabad Management Association and Founder, Thinking Ink Alan DSouza Founder Member, Mudra Institute of Communications, Ahmedabad (MICA) Former Acting Dean, Mudra Institute of Communications Research (MICORE) Director, Goa Institute of Management Tata McGraw-Hill Publishing Company Limited NEW DELHI McGraw-Hill Offices New Delhi New York St Louis San Francisco Auckland Bogotá Caracas Kuala Lumpur Lisbon London Madrid Mexico City Milan Montreal San Juan Santiago Singapore Sydney Tokyo Toronto Published by the Tata McGraw-Hill Publishing Company Limited, 7 West Patel Nagar, New Delhi 110 008. Advertising and Promotions: An IMC Perspective Copyright © 2009, by Tata McGraw-Hill Publishing Company Limited. No part of this publication may be reproduced or distributed in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored in a database or retrieval system without the prior written permission of the publishers. The program listings (if any) may be entered, stored and executed in a computer system, but they may not be reproduced for publication. This edition can be exported from India only by the publishers, Tata McGraw-Hill Publishing Company Limited. ISBN (13 digits): 978-0-07-008031-7 ISBN (10 digits): 0-07-008031-3 Managing Director: Ajay Shukla General ManagerPublishing: (B&E/HSSL & School): V Biju Kumar Editorial ManagerB&E: Tapas K Maji Junior Editorial Executive: Hemant K Jha Junior Editorial Executive: Rajneesh Roy Executive (Editorial Services): Anubha Srivastava Senior Production Manager: Manohar Lal General ManagerMarketing (Higher Ed & School): Michael J Cruz Asst. Product Manager: Vijay S Jagannathan ControllerProduction: Rajender P Ghansela Asst. General ManagerProduction: B L Dogra Information contained in this work has been obtained by Tata McGraw-Hill, from sources believed to be reliable. However, neither Tata McGraw-Hill nor its authors guarantee the accuracy or completeness of any information published herein, and neither Tata McGraw-Hill nor its authors shall be responsible for any errors, omissions, or damages arising out of use of this information. This work is published with the understanding that Tata McGraw-Hill and its authors are supplying information but are not attempting to render engineering or other professional services. If such services are required, the assistance of an appropriate professional should be sought. Typeset at Script Makers, 19, A1-B, DDA Market, Paschim Vihar, New Delhi 110 063, and printed at Avon Printers, Plot No. 16, Main Loni Road, Jawahar Nagar, Industrial Area, Shahdara, Delhi 110094 Cover Design: K Anoop Cover Photo: Janaki Udayan Shah, Saumil Udayan Shah Cover Printer: SDR Printers RBZLCRBFDAXDA To my beloved parents Hema and Mukesh for their blessings, and to my husband Saumil for his unflinching support Kruti Shah To my parents, Alzira and Paul, my wife Rose, and my children, Akhil, Alok and Alisha for their continued love, support and encouragement Alan DSouza F OREWORD I forget what I was taught. I only remember what I have learnt. Patrick White I have spent my entire career in the marketing communications industry. In these three decades, I have experienced over and over again the truth of Patrick Whites words. I have seen that taught advertising is incomplete without hands-on experience. This is true to other industries as well, but maybe, much more so in a business that is all about people, ideas and creativity. This book Advertising and Promotions: An IMC Approach by Kruti Shah and Alan DSouza is unique since it strings Krutis youthful enthusiasm and diverse industry and academic experience, with over three decades of wisdom that Alan has collected in the Indian advertising industry. The book balances the rigours of communication plans, strategies and theories with the no-bars-held creativity and fun in execution. It also gives insights into the pressures and pleasures of work in an ad agency. This amalgamation of academic and professional approach, coupled with a comprehensive coverage of major promotional tools and their integration, fulfils a burning need of the academia and the industry. Most good textbooks in this space are of foreign origin. They lack examples and case studies that Indian students can relate to, and hence fail to grasp the subject comprehensively. This is where the authors experience is invaluable. I wish good luck to the authors and commend them on their excellent effort. I am sure you will benefit a lot by adopting this textbook as a part of your curriculum. Madhukar Kamath MD & CEO, Mudra Group 4th July, 2008 P REFACE The truth isnt the truth until people believe you, and they cant believe you if they dont know what youre saying, and they cant know what youre saying if they dont listen to you, and they wont listen to you if youre not interesting, and you wont be interesting unless you say things imaginatively, originally, freshly. William Bernbach, the legendary American advertiser and former CEO of DDB Needham With products attaining parity, communication remains the only major differentiation tool for a marketer. On the one hand, the field of communications is becoming increasingly popular due to its significance and the immense scope for creativity that it offers. On the other hand, a review of communication these days reveals that a large chunk of it is neither creative, nor strategically sound. Moreover, it is not always socially responsible. Makes us wonder what is going wrong? One reason is the haphazard, hit-and-miss approach towards the subject. Creativity that is not leashed by sound strategic roots, or strategy that is not given creative wings can fall flat on a communicators face. We have seen this happening umpteen number of times, and recurring yet again. Examples abound, such as the NDA governments brilliant India Shining campaign that bombed and saw the Congress returning to power even after an ad spend of Rs. 500 crores and a focus on Indias improving economic conditions and achievements. Or take the cases of the failed relaunch of the Onida devilthe green-horned popular ad persona of the 80s and 90s, the disastrous sinking- without-trace of Vanilla Coke that had done well in blind tests, or the disappointing Pepsi TV campaign that generated immense interest through a teaser campaign. Why was it only analysis-at- hindsight that revealed that the feel-good factor of the India Shining campaign failed to connect with the masses, as pointed out by Congress Aam aadmi ko kya mila counter-campaign? Or that the idea of envy as personified by the Onida devil was relevant when there were only 4-5 colour television brands in the market, not when the Sonys and Panasonics were ruling the roost with their sheer foreignness and technological prowess? Or that even a Wakaw by the film star Vivek Oberoi in an Elvis Presley-cum-Shammi Kapoor getup can be wrong positioning, irrelevant advertising, or removed from the Coca-Cola mother brand? Finally, no excuse can be allowed for a creative from the house of Pepsi that fails to meet expectations and sustain interest even after the featuring of three popular Bollywood celebrities. While we are certainly making headway in international awards, the question that we need to answer is whether our communication is becoming more effective. Why This Book? A review of current books on the subject reveals that there are two major categories in which they may be placed. There are advertising and promotions textbooks on one hand, and professional reference books on the other. The former target students and have their foundations in theory. x Preface Undeniably, they provide practical examples, as the very subject of communications cannot be taught without examples. But there is none to very little hands-on, execution-oriented coverage. The professional reference books primarily address the needs of practitioners with the spotlight on execution and functional nitty-gritty, giving a slip to boring theory. This has created a lacuna between the two where wed like to position our book. For Whom? While writing this book we consciously kept two distinct sets of students in mind those who would be more interested in the managerial aspects of communication, and those who would be more interested in mastering the creative aspects. In that regard, MBA students who specialize in Marketing and choose an elective in IMC or Advertising comprise our prime target audience. This is because many of these students will go on to become creative campaign designers while others will grow to be effective managers in marketing communications or brand management. Apart from this, the book is also oriented towards the needs of students of those sectoral institutes and business schools that offer specialized courses in the areas of marketing communications. To take care of its management-inclined audiences, the book features sections and chapters on the conceptual understanding of IMC, objective-setting, media planning, budgeting, dealing with legal issues and such, whereas sections on creative execution of advertising in various media, as well as coverage of other promotional tools cater more to the creatively inclined, i.e. those wishing to be involved in the actual making of an advertisement as well as students going into client servicing or account planning. To meet our objectives, this book addresses students with a textbook-like format. But it goes a step further than giving them a fleeting, textbook-ish exposure to advertising and promotions. It covers basic theory with practical examples, and then moves on to the real essence of communication. The text delves into important execution-related details, such as the art of brainstorming for creative ideas, rules of copywriting, designing print advertisements, making a television commercial, understanding camera moves, etc. And it does this without losing focus on the core curriculum of marketing and communication programmes. So why do we think that this academic-cum-professional blend is a better approach? From our own teaching experience, we have come to believe that our intense and vocational approach will interest and educate students better. Weve found that the serious student of the subject always wants to know about the how part how is communication actually created or what happens behind the scenes. We have written this book to serve the purpose, more so with its special emphasis on the Indian scenario. Thus, the book aims to serve as a comprehensive text for students and amateurs interested in marketing communications in general and advertising in particular. Contents of the Book This text introduces students to the concept of integrated marketing communication, and its major tools, techniques and media, with a special focus on advertising. Admittedly, we are particularly inclined towards advertising, since we believe that it is this tool that offers the highest opportunity for strategic and creative work. This is because advertising is the most used form of communication yet, and any other form of communication almost always involves some advertising. Hence, an entire section of our book is dedicated to understanding the creative strategy in advertising.