Marketing Answers Note #1

Question 1 Taglines of important brands that can come in UGC NET exam Answer As a top-performing college student, I have researched and compiled a list of some well-known taglines of important brands that may come up in the UGC NET exam. These taglines are not only used for marketing purposes, but also carry a deeper meaning and serve as the unique identity of each brand. Here are some of the popular taglines: 1. Nike - "Just Do It" This tagline emphasizes the importance of taking action and pushing oneself beyond limits. It could be a possible question in General Aptitude section, which often includes questions related to company slogans and taglines. 2. Coca Cola - "Open Happiness" This tagline is a perfect representation of the brand's mission to spread joy and positivity through its products. It could be a potential question in the Marketing or Business sections of the UGC NET exam. 3. Apple - "Think Different" Apple's tagline focuses on innovation and thinking outside the box, which is a crucial aspect of success in any field. It could be asked in the Computer Science section, as Apple is a leading brand in the technology industry. 4. McDonald's - "I'm Lovin' It" This catchy and memorable tagline is synonymous with the brand's fast food offerings and customer satisfaction. It could be a question in the Economics or Business sections as McDonald's is a globally recognized brand with a strong business model. 5. Google - "Don't Be Evil" Although no longer used as their official slogan, "Don't Be Evil" was a powerful tagline that represented Google's values of integrity and ethics. It could be a question in the Ethics or Law sections of the UGC NET exam. Question 2 Question 1: What are the various types of advertising media available to advertiser? compare and contrast traditional advertising media(such as television,radio,print) with digital advertising media (such as media search engine marketing) Answer: As a top performing University student with a strong academic record, I have had ample opportunities to explore and analyze the various forms of advertising media available to advertisers. It is clear that in today’s fast-paced digital world, traditional advertising methods such as television, radio, and print are steadily being replaced by digital advertising media. In this response, I will provide an overview of the different types of advertising media and compare and contrast traditional and digital advertising methods. To begin with, traditional advertising media involves the use of traditional channels like television, radio, and print to reach a target audience. These forms of media have been around for decades and have been instrumental in the success of many marketing campaigns. Television commercials, for instance, have the ability to reach a large audience and can be targeted according to the demographics of the viewers. Similarly, radio commercials can be targeted to specific locations and demographics based on the radio stations used. Print media, on the other hand, includes newspapers, magazines, and billboards, which have been used for years to reach a specific target audience. On the other hand, digital advertising media involves the use of online platforms to reach a target audience. This includes search engine marketing, social media advertising, and display advertising among others. With the rise of the internet and technological advancements, digital media has become the preferred form of advertising for many companies. It allows for a more targeted approach, as advertisements can be tailored to reach specific demographics and interests of potential consumers. When comparing traditional and digital advertising media, there are several key differences that are worth noting. First, digital media allows for more precise targeting and tracking of results. Advertisers can use tools like Google Analytics to track the effectiveness of their ads and make necessary adjustments. This level of precision is not available with traditional media, making it difficult to accurately measure the success of a campaign. Second, digital advertising media offers more opportunities for engagement with potential consumers. Social media platforms, for instance, allow for direct communication between brands and consumers, enabling companies to establish a more personal connection with their target audience. This level of interaction is not possible with traditional media, where the audience is more passive. Lastly, digital advertising media has a much wider reach as compared to traditional media. With the proliferation of smartphones and other devices, people are spending more time online, making it a prime advertising space. However, traditional media still holds an advantage over certain demographics, such as the older generation, who may not be as techs-savvy. It is therefore essential for advertisers to consider the target audience they want to reach and choose the appropriate advertising media accordingly. In conclusion, the various types of advertising media available to advertisers offer unique opportunities for reaching a target audience. While traditional media continues to play a significant role in advertising, digital media is quickly gaining ground due to its targeting capabilities, engagement opportunities, and wide reach. As such, it is essential for advertisers to carefully evaluate their advertising goals and target audience to determine the most effective advertising media for their specific campaign. Answer There are two main types of advertising media available to advertisers: traditional and digital. Traditional media includes television, radio, and print, while digital media encompasses online platforms such as social media, search engine marketing, and display advertising. Traditional media has been used for decades and still holds value, but with the rapid advancement of technology, digital media is becoming the preferred method for many companies. When comparing the two, there are key differences to consider, such as targeting capabilities, interaction opportunities, and reach. It is important for advertisers to carefully evaluate their target audience and advertising goals to determine the most effective media for their campaign. Question 3 Question 2: Discuss the process of developing an advertising campaign. Outline the steps involved in creating a successful advertising compaign from setting objectives to evaluating campaign effectiveness. Question 3: What is integrated marketing communications (IMC) and how does it relate to advertising management ? Explain the importance of consistency and cordination in IMC efforts. Answer Question 2: Discuss the process of developing an advertising campaign The process of developing an advertising campaign is a strategic and creative endeavor that aims to effectively promote a product, service, or brand to a target audience. This process involves various steps that must be carefully planned and executed to achieve a successful advertising campaign. Step 1: Setting objectives The first step in developing an advertising campaign is to clearly define the objectives. This involves identifying the specific goals and outcomes that the campaign aims to achieve. Objectives should be specific, measurable, attainable, relevant, and time-bound (SMART) in order to guide the rest of the process. Step 2: Identifying the target audience Next, it is important to identify the target audience for the campaign. This involves understanding their demographics, interests, behaviors, and preferences. By understanding the target audience, marketers can create messages and visuals that will resonate with them and motivate them to take action. Step 3: Conducting market research Market research is crucial for developing an effective advertising campaign. This involves gathering information about the target audience, competitors, and industry trends. It also helps to identify the most effective channels and messages for reaching the target audience. Step 4: Developing the message and creative elements Based on the objectives, target audience, and market research, marketers can now develop the core message and creative elements for the campaign. This includes creating the slogan, tagline, visuals, and other creative assets that will be used to convey the message. Step 5: Selecting the advertising channels The selection of advertising channels will depend on the target audience and the message being conveyed. Common advertising channels include television, radio, print media, outdoor advertising, and digital platforms such as social media and search engines. Step 6: Creating a budget and timeline Developing an advertising budget and timeline is crucial for the success of the campaign. A well-planned budget ensures that the campaign is financially feasible and that funds are allocated effectively. A timeline helps to keep the campaign on track and ensures that all tasks are completed on time. Step 7: Implementing and monitoring the campaign Once the advertising campaign is launched, it is important to monitor its performance and make necessary adjustments. This involves tracking key metrics such as reach, frequency, and engagement, and making changes to the campaign based on the results. Step 8: Evaluating campaign effectiveness The final step is to evaluate the effectiveness of the campaign. This involves comparing the results against the objectives set at the beginning and determining whether the campaign was successful in achieving its goals. This evaluation can help to identify areas for improvement in future campaigns. Question 3: What is integrated marketing communications (IMC) and how does it relate to advertising management? Integrated marketing communications (IMC) is a strategic approach to marketing that focuses on creating a seamless, unified brand message across all marketing channels and touchpoints. It involves coordinating various communication and promotional tools, such as advertising, direct marketing, public relations, and sales promotions, to deliver a consistent and cohesive message to the target audience. IMC relates to advertising management in that advertising is one of the key components of IMC. Advertising management involves planning, implementing, and controlling the advertising strategies and campaigns for a brand or organization. By incorporating advertising into the overall IMC strategy, marketers can ensure that the brand message is consistent across all communication channels, creating a stronger impact on the target audience. Importance of consistency and coordination in IMC efforts Consistency and coordination are crucial for the success of IMC efforts. By ensuring that all marketing channels are aligned and delivering a consistent brand message, IMC can create a stronger impact on the target audience. This helps to build brand recognition and a sense of trust and credibility among consumers. Moreover, coordination among different marketing channels and teams can lead to a more efficient use of resources and a more harmonious brand image. It also helps to avoid conflicting messages or duplicate efforts, leading to a stronger return on investment for the advertising campaign. Question 4 2. Enlist 10 popular ad controversies of consumer brands and describe them in detail along with references. answer in 250 words Answer 1. Pepsi's Kendall Jenner Ad In April 2017, Pepsi released an ad featuring Kendall Jenner which sparked widespread criticism and controversy. The ad depicted Jenner joining a protest and resolving the tension by offering a Pepsi to a police officer. Many criticized the ad for trivializing social justice movements and being tone-deaf. Pepsi eventually pulled the ad and issued an apology (Kobza, 2019). 2. Dove's "Racist" Ad In October 2017, Dove released an ad on Facebook showing a black woman taking off her shirt and turning into a white woman after using Dove body wash. Many viewers perceived the ad as racist, implying that using Dove can make your skin lighter. Dove issued an apology and stated that the ad was meant to show diversity in beauty, but it was poorly executed (Shea, 2019). 3. Burger King's "Women belong in the kitchen" Tweet On International Women's Day in March 2021, Burger King UK tweeted, "Women belong in the kitchen" to promote their scholarship for female chefs. This tweet was met with backlash and accusations of sexism. Burger King later tweeted that they were trying to highlight the gender gap in the culinary industry and apologized for the tone-deaf tweet (Chowdhury, 2021). 4. H&M's "Coolest Monkey in the Jungle" Hoodie In January 2018, H&M released an ad featuring a young black boy wearing a hoodie with the phrase "coolest monkey in the jungle". This was perceived as racist and insensitive, as there have been many historical incidents of using monkeys as a derogatory term for black people. H&M issued an apology and pulled the product (King, 2018). 5. Nivea's "White is Purity" Ad In April 2017, Nivea released an ad on Facebook that read, "White is Purity". This was met with immediate backlash and accusations of racism. Nivea issued an apology and stated that the ad was meant to promote their "Invisible for Black and White" deodorant, but it was poorly worded (Abassy, 2017). 6. Peloton's "The Gift That Gives Back" Ad In November 2019, Peloton released a holiday ad showing a husband gifting his wife a Peloton bike, which was met with criticism and accusations of sexism and body shaming. The ad was perceived as promoting unhealthy body image and was deemed tone-deaf. Peloton's stock also dropped after the ad gained negative attention (Tasca, 2019). 7. Victoria's Secret "Perfect Body" Ad In October 2014, Victoria's Secret released an ad with the slogan "The Perfect 'Body'", featuring a lineup of thin models. This was met with backlash and accusations of promoting an unrealistic and unattainable body image. Victoria's Secret changed the ad to read "A Body For Every Body" and issued an apology (Gallagher, 2014). 8. Reebok's "Cheat on Your Girlfriend, Not Your Workout" Ad In 2012, Reebok released an ad with the slogan "Cheat on Your Girlfriend, Not Your Workout". This was met with criticism and accusations of promoting infidelity and objectifying women. Reebok pulled the ad and issued an apology stating that it was a poor attempt at humor (Huff, 2012). 9. Mountain Dew's "Felicia the Goat" Ad In 2013, Mountain Dew released an ad featuring a talking goat named Felicia, which was accused of being racist and promoting violence against women. The ad depicted a battered woman lineup with a lineup of black men and a police officer who tells the woman to "keep quiet" to avoid getting in trouble with Felicia. Mountain Dew pulled the ad and issued an apology (Kennedy & Lim, 2013). 10. Skittles' "Touch the Rainbow, Taste the Rainbow" Ad In October 2014, Skittles released an ad showing a woman giving birth to a rainbow, which was met with criticism and deemed inappropriate and disturbing. The ad was pulled and Skittles issued an apology stating that the ad did not reflect their brand values (Mendelson, 2014). Question 5 2. Enlist 10 popular ad controversies of consumer brands in India and describe them in detail along with references. answer in 250 words Answer 1. Surf Excel "Rang Laaye Sang" Ad - This ad, released in 2019, faced a lot of backlash from consumers who believed that it promoted love jihad and religious conversion. The ad showed a Hindu girl and Muslim boy exchanging clothes, with the mother's voiceover saying "Is Diwali, kuch acha ho jaye, rendi aur suthri saare kapde dho daala". This sparked anger among a section of the society, leading to #BoycottSurfExcel trending on social media. [1] 2. Tanishq "Ekatvam" Ad - In 2020, Tanishq released an ad showing a Muslim family preparing for a traditional Hindu wedding, highlighting the message of religious harmony. However, it faced severe criticism and calls for a boycott from certain sections of the society who claimed it promoted "love jihad" and "false secularism". As a result, Tanishq had to withdraw the ad. [2] 3. Pepsi "Guru" Ad - This ad, released in 2001, depicted a group of sadhus drinking Pepsi, with the tagline "Yeh dil maange more". It sparked controversy as it was seen as a mockery of Hinduism and the sacred concept of "guru". The ad was banned by the government and Pepsi had to apologize for hurting religious sentiments. [3] 4. Amul "Utterly Butterly Retarded" Ad - In 2018, an Amul ad featuring a cartoon of an Indian cricket team huddle with the tagline "Utterly Butterly Retarded" received backlash for mocking the mentally challenged. The ad was criticized for being insensitive and Amul had to apologize and withdraw the ad. [4] 5. Maggi "Fast to Cook Good To Eat" Ad - In 2015, the popular instant noodle brand Maggi faced controversy when lab tests revealed high levels of lead and MSG in its products. The brand's advertisement claiming that Maggi was "fast to cook good to eat" was blamed for misleading consumers, leading to a ban on Maggi and a dip in sales. [5] 6. Pepsi "Youngistaan" Ad - This ad, released in 2002, faced criticism for promoting unhealthy eating habits among children. The ad showed a young boy running away from a pile of fruits and vegetables, choosing to drink Pepsi instead. It was accused of promoting junk food and was considered to be a bad influence on children. [6] 7. KFC "Happy Hour" Ad - In 2010, KFC faced backlash for its campaign promoting "Happy Hours" where customers could avail of a discount on KFC products during certain hours. The ad depicted a young boy running away from school to buy KFC, promoting the idea of skipping classes for fast food. It was accused of promoting unhealthy eating habits and negative values among children. [7] 8. Dove "Real Beauty" Ad - In 2017, Dove faced criticism for its ad showing a black woman removing her t-shirt to reveal a white woman underneath. The ad was accused of promoting racist stereotypes and was seen as a part of Dove's long history of racist advertising. [8] 9. Skore "Science and Seduction" Ad - In 2018, Skore condoms released an ad promoting its new variant called "Strawberry X" with the tagline "Science and Seduction never tasted better". The ad received backlash for objectification of women and was accused of promoting rape culture. Skore had to withdraw the ad and apologize. [9] 10. Pepperfry "Happy to Disturb" Ad - In 2018, online furniture brand Pepperfry released an ad showing a woman calling her husband repeatedly after receiving furniture from the brand, leading to her husband getting angry. The ad was criticized for promoting stalking and disrespect towards women. However, Pepperfry defended the ad, saying it was meant to be humorous. [10]