abm 2 assignment

8/6/2019 ABM 2 Assignment

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Task 1

An advertising agency orad agency is a service business dedicated to creating,

planning and handling advertising (and sometimes other forms of promotion) for its

clients. An ad agency is independent from the client and provides an outside point of

view to the effort of selling the client's products or services. An agency can also handleoverall marketing and branding strategies and sales promotions for its clients.

An Advertising Agency orad agency is a service provider that works for clients to

create an effective and goal oriented advertising campaign aimed at representing the

Company positively in the eyes of its target customers.

Advertising Agency's Role

Suppose you are a company with a product. It may be a totally new product. As acompany with a product or service to sell, designing and making that item is only part of

the battle. People are not going to beat a path to your door. You have to seek a channel

of communication.

Ad agency need to consider, for example:

For whom is the product or service designed?

Who would use it?

Who is the "target group"?

What's special about the product? In what way is it distinct? Unique? Different?

What's its "position" in relation to other similar products?

What do you want to convey to the public about your product? How should your company contact the public?

What medium should it use? Radio? TV? Newspapers? Magazines? Billboards?

Bus/subway ads? Direct mail? etc.

How extensive a region should your company try to cover?

How often?

Communication and marketing decisions involve specialized expertise. Many

companies that design and produce products or offer services lack these specific

capabilities. This is where advertising agencies fit in. Advertising agencies exist to help

companies to communicate with the public, Market the company's product.

Company with a

product or service

Ad agency Media Public


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The process of advertising involves considerable specialized knowledge and expertise

About people - Their interests, preferences, needs, wants, lifestyles, expectations

About media - Their reach, their effectiveness, their specificappeal

About the company and its product And about competing companies and their

products

Importance of advertising agency

Every business house needs a good advertising agency to be a success in the market.

A good advertising is a key element for a successful business. For quality

advertisement, taking services of a well known advertising agency is very important.

You can say that advertisements are one of the most important marketing tools in themarket nowadays. Because of rising demand of advertisements for developing

business, there has been a significant growth in the number of media advertising

agencies. There are many advertising agencies in the market today and each of them

promises to give you quality services. You should select an advertising agency for your

business very carefully because advertising means a lot for successful running of your

business.

If you plan to get great results, then its always advisable to go in for a reputed andexperienced advertising agency that is in business for quite some time. Because of theirexperience in the world of advertising, they will give you good services when it comes tocreating eye catching and interesting advertisements for your business house. Thereare many ways to choose a good advertising agency. Word of mouth is one of the bestoptions to gather information about advertising agencies. Ask your friends and relativeswho are already employed services of advertising agencies. Ask them what quality ofservices they are getting and are they satisfied with the results? Listen to them carefully,for this will help you decide as to which advertising agencys services you can go in for.

Browsing through internet is also a very good option. You can read reviews of variousadvertising agencies, visit websites of various advertising agencies, check them andthen accordingly opt for the best advertising agency whose services are in accordance

with your budget. Many a times there is a public relations team in an advertising agencywhich helps business house build goodwill in the market and also provide informationabout the business house and their products and services in the market. In theseadvertising agencies, there are employees who work for different departments. Theseemployees work in the best possible manner so that the advertising campaign for yourbusiness house is a success in the market. The medium of advertising is based mostlyon the product and the target audience.


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Nowadays the popularity of internet advertising is growing very fast and manycompanies give preferences to this mode of advertisement. For promoting technicalthings services of a technology advertising is taken mainly because they are well versedwith advertising related to technical products. Business houses especially small andmedium sized business houses relies on the most of advertising because it is the main

tool to make their presence felt in the market. You should always choose an advertisingagency that suits your needs and budget aptly so that it can yield maximum gain foryou. You should never go overboard while selecting an advertising agency for you. Sosubscribe to the services of good advertising agencies and make your company grow inthe market.

DISADVANTAGES OF USING THE ADVERTISING AGENCIES A main disadvantage of using an advertising agency would be the communication

factor. If an agency does not communicate or relay its clients goals and creative wishes

properly problems can occur within a contract and lawyers may have to become

involved. Depending on the communicative skill of the agency, you may be prone to

being blindfolded during much of the processes of your campaign leading to a lot of

guessing and speculation.

Another disadvantage would be the media buying discounts you may not be able to take

full advantage of due to commission barriers within an agency, however an agency mayhave better negotiating powers than your company and save you more money in the

long run anyways. There are far more advantages to having the right advertising agency

than not.

y Costly Functions The strong objection and arguments against the advertising is

that it is a costly function. It is generally criticized that the cost of advertising to toohigh and that such high cost is covered by the selling price of the advertisinggoods..

y Misleading claimsSome advertisers cleverly create a misleading impressions of their goods. They presenta very rosy picture of their products, before the consumers with the object of increasingtheir sales.


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y Encourage monopoly Advertisement restricts the competition among the products. Big industrialists andmanufacturers may exercise their monopolistic control over the market with the help ofadvertisement technique which is always against the public interest.

y High prices

It is undoubtedly true that effective advertising increase the sales volume. Thisincreased sale will require more products. Thus the large scale production brings downthe cost of goods per unit due to economies in various sectors which reduces theconsumes selling prices. But the producers do not lower the prices and the burden ofadvertising remains on the shoulders of consumers.

y Disconnection of businessSmall firms cannot properly advertise their products due to limited resources. But on theother side entire market is controlled over by great advertisers. It becomes impossiblefor small firms to continue their business in the business field so small firms disappearform the market.

y Influences purchasing powerAdvertising goods are generally available in the market at high prices which influencethe purchasing power of the consumers. So some people use foul means to increasetheir income for the purpose of meeting their necessities of life. Thus unnecessaryadvertising creates the corruption in the society.

y Misuse of advertisingSome beautiful switch lights hoardings, posters and moving pictures are fixed generallyin front of some important road for places which have been harmed by the misuse ofadvertising. Glaring red neon lights have actually been hazards at certain cross roads.

y

Creating unrequited desireAnother objection is that advertising influences the mind of public. It creates the desireand taste for new products which are not actually necessities of life and income ofconsumers will not let them enjoy. Advertising may thus be regarded as the cause ofunrequited desire which may result in unhappiness.

y Promotion of social evil

Some firms present immoral program and features and crime stories in Television andRadio for advertising their products which have a very bad influence upon newgeneration. So advertising results in creating social evils in the society and wasting ofeconomy.

y Buying problemsThere are numerous similar types of products which are advertised in the market. Butproducers lay great emphasis on minor differences in the formula or technique ofadvertised goods. For example there are many brands of advertised Shaving Creamswhich perform the same function. But is has become impossible for the average buyerto judge with any certainly the quality of the hundreds of articles he buys.


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Task 2

The Latest Pepsi Ad Campaign

You are sitting in front of you television, your eyes glued to Indias crucial

cricket match.Sehwag is on strike and you want him to go on rampage with his fearlessbatting style.The bowler balls a short ball outside off stump, and Sehwag in his typicalstyle cuts the ball in the air. The stadium goes crazy, as the ball goes above the third man on the fencefor a SIX !The first fleeting thought in your mind - THE UPAR CUT!Probably a bottle of chilled Pepsi would follow it

Come World cup India is on fire! The Super bowl of India witnesses a

new surge of ad campaigns especially made for the season. The cricketingseason brings together millions of viewers, hooked on to the live matches,making it the perfect pitch for the ad makers.

Over these long years the entire business of Pepsi was being handled byJWT. This time around however, Pepsi had ended this exclusive relationshipand given the World Cup campaign to Taproot India. Every single Indianwould have seen the new ad campaign from Pepsi. This one is calledChange the game. This advertisement highlights the signature innovativeshots of the cricket players Helicopter Shot, Upar Cut, Doosra. Featuring

Dhoni, Virender Sehwag, Ranbir Kapoor Pepsi has stuck to the core oftheir communication Youth. Change the Game highlights the innovationand freshness brought about by these young players into the game.

Every time Dhoni hits the ball for a six on off side, your mind would say Ohthe Helicopter Shot! Every time Bhajji bowls a Doosra and gets a wicket; youwill probably have a brand recall towards Pepsi. Note that the probability ofSehwag hitting an upper cut or Dhoni hitting a helicopter shot is very high(We would say 100% even if they score in double digits ) in a match. Samegoes with Harbhajan bowling his signature Doosra.

The new agency and the brand have done a wonderful job on the campaign.

This ad campaign is a great example of imbibing the Brand Recall conceptwhile creating it. We would surely love to read the brief of this entirecampaign along with the brilliant creative team. Full Marks to all of them! Weall hope to see a lot of Upper Cuts and Helicopter Shots in next Indiamatch and win the world cup.

Cheers to Pepsi on that!


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5. Packaging changes: Some packaging change, new bottles for the CTG campaign,with codes to use to participate in events. But it is not a major part of the campaign (andis even slightly contradictory given that it is not that long back when Pepsi changed itsPET bottle shapes across brands)

So, the campaign, as can be seen, is pretty extensive, is sure to leave a buzz around. Itremains to be seen how Coca Cola strikes back, with a treasured weapon in theirarsenal, Sachin Tendulkar, in addition to the already visible Imran Khan. A gut instincttells me that they might be readying themselves for another KNaan style scoop (thebrowbeating effort on Waka Waka was amazingly successful)

MANAGING Elements

They can manage their elements through:

Brand name

North American Brands

y Pepsi

y Pepsi Max

y Pepsi Naturaly Pepsi One

y Pepsi Throwback

y Pepsi Wild Cherry

y Caffeine Free Pepsi

y Diet Pepsi

y Diet Pepsi Lime

y Diet Pepsi Vanilla

y Diet Pepsi Wild Cherry

y

Caffeine Free Diet PepsiInternational Brands

y Fiesta Mirinda Mango

y Fiesta Mirinda Pina

y Manzanita Sol


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URLs

Pepsi.com, a Very Successful Brand Site, Chose a Target Audience, Explored theAudiences Needs, Determined Their Own Business Goals, and Designed a Smash Hitof a Site

y The goal of the branding website is to use the opportunity to strengthen the brand

identity, to build upon the intangible emotional connection in the mind of the loyalconsumer.

y Pepsi.com is an excellent example of a branding websitethe use of colors, logosand complete look and feel integrate well into the overall brand image.

Logos and symbols


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Characters

Youngistaan by Ranbir Kapoor

Dhonis helicopter shot


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Bhajji s Doosra

Virender Sehwag

Slogans & jingles

"Refresh everything or Every generation refreshes the world" Pepsi


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Packaging and signage

Pepsi change the Game- Dhonis helicopter shot

Pepsi change the game Bhajji s Doosra

During FIFA world cup


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New packaging of PEPSI BOTTLEs


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BIBLIOGRAPHY

http://www.contentwriter.in/articles/advertising-marketing/advertising-agencies.htm

http://hubpages.com/hub/DISADVANTAGES-OF-ADVERTISING

http://www.strategicmarketsegmentation.com/advantages-and-disadvantages-of-

advertising-agencies/

http://workathomebusinessblog.com/importance_of_advertising_agencies/

http://marketingbrainstorm.wordpress.com/2011/01/26/cricket-world-cup-2011-pepsis-translation-of-fever-to-frenzy/

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