National Conference                                               on                "Emerging Challenges for Sustainable B...
Introduction Indian Market is booming up and is on a continuous trail of expansion With the evolution of Indian market, ...
The Visionary                          “A consumer is not a                          moron. Don’t insult his              ...
Shockvertising & Rival Advertising “Shockvertising” is a method of advertising that purposely offends and startles its  v...
Research Methodology Target Population:    •   Urban youth population residing in India    •   Students and working profe...
Brand Building & Brand Recall                                                        Are they effective in Brand Building?...
Media Contribution The contribution of different media towards shock and rival advertisements has     been rated by the r...
Social Media ContributionRecent Examples of Shockvertising – Fastrack, Flying Machine, Calvin Klein                3,773,1...
Ethical Aspects of Advertising“What is ethical to one person may or may not be ethical to another person”65% respondents -...
Managerial Implications                         Shock cannot be translated into sales !        Explicit content is not th...
Limitations & Future Scope Survey was limited to urban and sub urban class of people. Respondents were exposed to the mi...
Conclusion The only objective of Shockvertising and Rival Advertising is to stand out from the   masses of marketing mess...
i. Aluf, Y., & Oz, S. (n.d.). Comparison-Advertising and Competition.                                                     ...
Thank You !12/28/2012   MKT026 – Advertising Tactics for Sustenance in Business   14
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Marketing Paper presented in IIT R

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Presented the Marketing Paper in the National Conference on "Emerging Challenges for Sustainable Business”, June 1-2, 2012 held in IIT Roorkee.The abstract and the full paper are published in the conference proceedings with ISBN - 978-93-81583-46-3.

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Marketing Paper presented in IIT R

  1. 1. National Conference on "Emerging Challenges for Sustainable Business” June 1-2, 2012, IIT - RoorkeeADVERTISING TACTICS FOR SUSTENANCE IN BUSINESS Paper Code: MKT026 Aseem A KabirVenue: Committee Room (Ground Floor) Sree Gowri Rao B N DoMS-IITR SDMIMD, Mysore 12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 1
  2. 2. Introduction Indian Market is booming up and is on a continuous trail of expansion With the evolution of Indian market, advertising has become an intelligent tool to cash in on lucrative business opportunities Advertisements has contributed for the emergence of most of the savvy Indian brands Indian Market  Foreign brands are turning to India with a far greater serious intent  Are Indian brands strong enough to compete with world class brands? An aggressive move for sustenance ? Image Sources: jetairways.com, titanworld.com, tajhotels.com, depositphotos.com, desiedition.com 12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 2
  3. 3. The Visionary “A consumer is not a moron. Don’t insult his intelligence, and don’t shock him !” Image Source: ogilvy.com12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 3
  4. 4. Shockvertising & Rival Advertising “Shockvertising” is a method of advertising that purposely offends and startles its viewers in an attempt to “gain attention, encourage cognitive processing and have an immediate impact on behaviour” “Rival Advertising” is explicitly referring to another company’s product in an advertisement, through which an attempt is made to hurt the company’s brand value Image Sources: soumyadipc.blogspot.com, adsoftheworld.com, prettyciddy.blogspot.com, whataworldagain.wordpress.com, themarketers.in 12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 4
  5. 5. Research Methodology Target Population: • Urban youth population residing in India • Students and working professionals Procedure: • Online questionnaire circulated on social media platforms • Printed questionnaire circulated in public places like malls, restaurants,etc Questionnaire: • Detailed questionnaire of total 24, both open and close ended questions • Showcased few of the recent shock ads and rival ads • Various questions about their encounters with these advertising tactics • Asked to indicate their agreement with the acceptance, brand building, brand recall, media contribution and ethical aspects of these ads Image Source: blogs.ubc.ca 12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 5
  6. 6. Brand Building & Brand Recall Are they effective in Brand Building? 40 30 20 10Are these ads mild shockvertising? 0 35% 1 Not Effective 2 3 4 5 Highly Effective yes 65% noAd Rating: Do they generate Brand Recall? 5040 4035 3030 202520 1015 010 1 Not at all 2 3 4 5 Top of 5 the mind 0 recall 1 Very 2 3 4 5 Highly Acceptable Offending Image Sources: fastrack.in, flyingmachine.co.in, info.blimessaging.com 12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 6
  7. 7. Media Contribution The contribution of different media towards shock and rival advertisements has been rated by the respondents to the survey. A factor analysis is done considering the contribution of different media. The component factors identified by factor analysis are: • Facebook, YouTube and other sites • TV and Newspapers • Twitter and Magazines Factor Analysis Major media contributing for the promotion of these advertisements are popular Social Media websites followed by TV and Newspapers 12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 7
  8. 8. Social Media ContributionRecent Examples of Shockvertising – Fastrack, Flying Machine, Calvin Klein 3,773,182 687,738 467,373 fastrack flying machine Calvin KleinRecent Example of Comparative Advertising – The Hindu v/s Times of India more than 1,000,000 views Image Sources: facebook.com, youtube.com, twitter.com12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 8
  9. 9. Ethical Aspects of Advertising“What is ethical to one person may or may not be ethical to another person”65% respondents - Advertisement should notnecessarily follow ethics 80% respondents - Shockvertising for social cause is ethical PETA Ad Majority of the people don’t really care much about the ethical aspects of advertisements. They are indifferent to such issues. If the advertisements are meant to shock for a social cause, irrespective of the content, the advertisements are accepted as completely ethical by the majority. Image Source: petaindia.com, info.blimessaging.com12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 9
  10. 10. Managerial Implications Shock cannot be translated into sales !  Explicit content is not the only key determinant  The personality and the morals and values of the individuals are the better predictors of their reactions to ads  Ads should align with the segments with psychographic requirements  Most of the advertising literature suggests avoiding or dealing with extreme caution when using explicit content in advertisements  Only high-sensation seekers respond positively to nudity, violent and sexually explicit imagery in advertising  It is always advisable to design an advertisement in such a way that it is acceptable by the public in general and conveys the intended message to the targeted audience to avoid legal consequences and defaming of the brand. Image Source: profitablepaidsurveys.com, nexuscadcam.com12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 10
  11. 11. Limitations & Future Scope Survey was limited to urban and sub urban class of people. Respondents were exposed to the mild Shockvertising and Rival Advertising with respect to few products only. The study has been made irrespective of the gender. An area of future research involves acceptance of these advertisements with respect to  Different genders  Different geographic locations across the country and  Different age groups12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 11
  12. 12. Conclusion The only objective of Shockvertising and Rival Advertising is to stand out from the masses of marketing messages that we are exposed to daily. “Shock” tactics can work in this day and age for only those who genuinely understand and know how to approach a situation. People don’t want to be scared in doing what these brands thinks is best for them.The research concludes, The research concludes that the people under study find Shockvertising and Rival Advertising as quite offending. The brand building and brand recall for these advertisements is moderate. Social Media platforms, whose reach is widely spread, should be cleverly used for the promotion. 12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 12
  13. 13. i. Aluf, Y., & Oz, S. (n.d.). Comparison-Advertising and Competition. Referencesii. Anderson, S. P. (2009). Push-Me Pull-You: Comparative Advertising.iii. Ash, S. B.-H. (1982). Comparative Advertising: A Review with Implications for Further Research, in Advances in Consumer Research.iv. Barry, T. (1993). Comparative advertising: What have we learned in two decades?v. Chan, K., Lyann, L., Diehl, S., & Terlutter, R. (2007). Consumers response to offensive advertising:a cross cultural study. International Marketing Review.vi. Chella, G. (2007). The changing face of Indian work culture. Retrieved from The Hindu Business Online: http://www.thehindubusinessline.com/2007/09/10/stories/2007091051810900.htmvii. Dahl, D. W., Frankenberger, K. D., & Manchanda, R. V. (2003). Does it Pay to Shock? Reactions to Shocking and Nonshocking Advertising Contents Among University Students.viii. Gupta, O. (2005). Advertising in India - Trends and Impact.ix. I.G, E., & R, S. (1993). Is The Message Being Received? Benetton Analysed. International Journal of Advertising.x. Kim, S. F., & Waller, D. S. (2003). Advertising Controversial Products in the Asia Pacific: What Makes Them Offensive? Journal of Business Ethics.xi. Marathe, A. D. (n.d.). Choices, The Game of Comparative Advertising: Making Strategic.xii. Michael S. LaTour, R. E.-L. (n.d.). Female Nudity,Arousal, and Ad Response: An Experimental Investigation. Journal of Advertising.xiii. S, H. (1988). Most Hated Ads: Feminine Hygiene. Advertising Age.xiv. Singh, R. (2011). Retrieved from Economic Times: http://articles.economictimes.indiatimes.com/2011-09- 19/news/30175948_1_brand-ambassadors-advertisement-flying-machinexv. Stephen M. Smith, C. P. (n.d.). Understanding Responses to Sex Appeals in Advertising: An Individual Difference Approach.xvi. Tom Reichert, M. S. (June 2011). The Naked Truth : Revealing the Affinity for Graphic Sexual Appeals in Advertising. JOURNAL OF ADVERTISING RESEARCH.xvii.Waller, D. S. (2004). WHAT FACTORS MAKE CONTROVERSIAL ADVERTISING OFFENSIVE? - A PRELIMINARY STUDY.xviii.Whipple, A. E. (1983). Sex Stereotyping in Advertising. 12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 13
  14. 14. Thank You !12/28/2012 MKT026 – Advertising Tactics for Sustenance in Business 14

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