A Presentation on
Advertising Strategies of
K.K. Parekh Institute of Management Studies
Q UESTION - 1
What factors have contributed to the success
of times of India / what strategies they have
adopted in the Indian market.??
A NSWER - 1
Promotion (Create awareness)
-Largest circulated’ English newspaper
-Mostup market newspaper
Knowledge regarding various sectors
Adoption of pincer movement strategy
The Advertising Strategy
-circulation based advertising claims to establish an emotional chord with readers.
-They have used a set of emotions
They have shifted to emotional platform
-It reflects struggle, turbulence, success and failure in an Indian’s life.
A NSWER – 1 C ON ….
Beat of content with diverse range of interesting news covering
-Local & Global Coverage
-Use of Graphs
-Short & Crisp News.
Pricing Factor as compared to competitors
-they come with combo offer to provide more content of news to people at lesser price
-Selling newspapers for Rs – 75 (Per month)
A NSWER – 1 C ON ….
More readers chose times of India because it give them
more for less
New Editions of newspapers with more content and
exposure to sports, education, Business, Entertainment etc.
There is also strong emphasis on local content without
disturbing the brand philosophy to the core.
News paper runs between 24 and 32 pages
-supplements such as Delhi Times, Bombay times, Kolkata times and related
supplements like Education times(Education), Ascent (Carriers) and times property
In 2002, TOI introduced a slicker launch in International
Q UESTION - 2
Evaluate the advertising campaign of
Times of India. What are the learning
lessons from these campaigns?
A NSWER - 2
The Advertising Campaign of Times of India is to touch the lifestyle of
India and to cover the areas of emotion of the people.
The ultimate strategy was to show the Indian ness in the covers. It
tired to touch the every Indian life
The Advertising Campaign of Times of India touched every Indian’s
Different campaigns of TOI’s are
1. Lead India
2. A day in the life of India
3. Touch India
5. Power of joke
6. Hrithik’s a good
The advertising Campaign of TOI make use of extensive technology
They came up with new edition and creative ideas – making use of
A NSWER – 2 C ON …
More content of information with coverage to both local and global
New Providing diversified news information in different sectors like
education, Sports, Entertainment, Politics etc
Most important learning from the campaign was about the idea of
increasing the content of news information with diversified coverage
Pricing strategy – Pricing strategy as compared to competitors was to
provide more news information to the readers at lesser price and
also with coverage to various segments of life.
The idea was to provide the look and feel of the news touching the
Q UESTION - 3
How the goal of integrated view of all
edition can be achieved through a
modified advertising campaign.???
A NSWER - 3
Providing News Information covering all the editions, highlighting the
headlines and the content of each edition can help to achieve the
goal of integrated view of all edition.
Advertising Campaign for getting readers attention
Providing the editions with combo offer
The advertisements have highlighted the ‘Indian-ness’ in all the
campaigns and reflected how TOI is a part of this great journey of
In July 2003, TOI offered its second combo offer TOI with Economic
Times at the same attractive price of Rs 75 and the response was
A NSWER – 3 C ON ….
Due to competition of Indian Express, Hindustan Times and DNA, TOI
distributing Mumbai Mirror along with it. Due to this combo offer
sell of TOI increased a lot.
Q UESTION - 4
Suggest an Advertising Campaign for
the times of India covering objectives,
message and Media Decision?
A NSWER - 4
Advertising Campaign – Objective Increasing the Response.
Making use of Different Headlines, Slogans – it will help to attention
of the readers.
Testing different headlines, offers, copy, themes, ad sizes, photos,
Combining News and Advertising.
Graphics - Readers will look at graphic than read headline.
A NSWER - 4
Media Decision – The major decision for the advertiser is
making the right choice of media Type.
Television, Radio Broadcast, Internet, Sending SMS to cover
the masses using catchy Headline
Due to less circulation of TOI in rural part of India I suggest
advertising campaign. Its objective is cover rural educated
people of India.
I will suggest local celebrity to spread the campaign in the
rural part of India. These celebrity create an awareness and
interest in the people.