Introduction – A Group
What is a Group?
A collection of individuals who have regular contact and
frequent interaction and who work together to achieve a
common set of goals.
Types of Groups
• Are those that are close-knit. They are typically small
scale, include intimate relationships, and are usually long
• Are those that have the opposite characteristics of
primary groups. They can be small or large and are
mostly impersonal and usually short term. These groups
are typically found at work and school.
Introduction – A Social Group
What is a social Group?
A social group is a collection of people who interact with each
other and share similar characteristics and a sense of unity.
Types of Social Groups
Characteristics of a Social Group
We-Feeling Role Status
• Reciprocal ad: Heineken-http://
• We Feeling ad: Carlsberg-http://
• Role ad: Lenskart-http://
• Status ad: Rolex-http://
Social Power is the capacity to alter the actions of others
There are 6 types of Social Power :
Information Power is a form of power that is based on controlling
the information needed by others in order to reach an important
Legitimate Power is a form of power that is based on the
perception that someone has the right to prescribe behavior,
typically but not necessarily due to election or appointment to a
position of responsibility in the organizational hierarchy.
Coercive Power is a form of power that is based on the perceived
ability to punish those who don’t conform to your ideas or
Expert Power is a form of power that is based on having
distinctive knowledge, expertness, ability or skills.
Referent Power is a form of power by virtue of the follower
wanting to emulate the person who possesses this form of power
(wanting to be be like him).
Reward Power is a form of power that is based on the perceived
ability to give positive consequences or remove negative ones.
Ads For Social Power
• Information Power ad- Jaago Grahak Jaago-http://
• Legitimate Power ad- Narendra Modi’s Campaign-http://
• Coercive Power ad- Pepsi-http://
• Expert Power ad- Sensodyne-http://
• Referent Power ad- Fair & Handsome ad-http://
• Reward Power ad- Starbucks-http://
• Any person or group of people who significantly influences an
• May be individuals (celebrities, athletes, or political leaders)
or groups of individuals with similarities (musical groups or
• (Ad- Nike with C.Ronaldo & Rafael Nadal-http://
-Low-cost, unconventional means (graffiti, sticker
bombing, flyer posting) used in localized fashion to
draw attention to an idea, product, or service.
-Promotion through a network of individuals, groups,
or organizations working to popularize a product or
idea by use of flash mobs, viral marketing campaigns,
or internet marketing.
Technique #1 – Do Something Totally Outlandish
and Creative in a Local Community
Technique #2 – Viral Videos
Technique #3- Creative Bill Boards
• Ad- Coca Cola Dancing Machine-http://
-Using pre-existing social networking services and
other technologies to try to produce increase in brand
-Can be delivered by word of mouth or enhanced by the
network effects of the Internet and mobile networks.
-Interactive Flash games, ebooks, brandable
software, images, text, email messages, or web pages.
-Used to capitalize and associate with a
specific event without the payment of any
-Undeniably effective as it damages & attracts
consumers at the expense of competitors, while
undermining an event’s integrity and, most
importantly, its ability to attract future
Direct or predatory ambushing
Indirect ambushing by association.
• Ambush Marketing – TOI Vs The Hindu-http://
-The idea is to establish a loyal following and
draw consumers to the products.
-Attempts to create brand loyalty and keep
customers coming back
Mass media promotions
Advertised sales promotions.
• Aims at- Producer