1. Symbiosis Institute of Media and
Communication, Pune
Introduction to Advertising
Management
Prof. Suresh B.
Assignment - 3
Submitted By:
Yasmin Hussain
144
MBA - Ad
2013

2. Question:
List
ways
in
which
advertising
affects
brand
development
and
give
an
example
of
a
brand
of
your
choice
to
explain
how
this
was
accomplished
Answer:
In
India,
the
last
few
years
have
changed
the
way
people
see
and
perceive
bikes.
India
is
now
seeing
a
trend
of
150
cc
or
above
bike
segments,
but
Bullet
was
always
present
with
the
ranges
of
250
cc,
350
cc
and
500
cc
bikes.
Royal
Enfield
said
it
will
invest
over
Rs.
65
crore
from
2009
to
2012,
to
double
their
production
capacity
to
one
lakh
units.
The
Chennai-­‐based
company,
which
has
been
expanding
its
export
markets,
also
said
it
expects
overseas
sales
to
double
over
the
next
five
years.
Royal
Enfield
has
come
up
with
2
advertising
campaigns
across
various
media:
Handcrafted
from
Chennai
Campaign
Royal
Enfield
has
launched
a
new
film,
created
and
produced
by
Wieden
Kennedy,
Delhi
and
shot
by
Bharat
Sikka,
which
brings
to
the
fore
the
brand’s
origins
as
one
that
has
been
handcrafted
in
Chennai.
The
film
has
been
billed
as
“a
tribute
to
the
wonderful
people
who
build,
sell,
ride
and
maintain
these
beloved
machines,
and
is
a
heartfelt
tribute
to
the
city
that
Royal
Enfield
calls
home”,
namely
Chennai.
The
idea
was
about
keeping
it
real
and
demonstrate
the
passion
that
Enfield’s
engineers
bring
to
crafting
each
Royal
Enfield
that
comes
out
of
the
company’s
Chennai
manufacturing
plant.
Royal
Enfield
has
always
stood
for
‘Keeping
it
Real’,
and
that
spirit
extends
to
everything
that
Enfield
does,
including
advertising.
So
the
agency
avoided
the
usual
clichés-­‐slapstick
humour,
kitsch,
melodrama
or
‘aspirational’
gloss.
It’s
important
for
an
iconic
brand
to
stay
true
to
character,
and
to
be
proud
of
what
it
represents
and
where
it
comes
from.”
Shaji
Koshy,
head
sales
and
marketing,
Royal
Enfield,
said,
“Over
the
years,
Royal
Enfield’s
communication
has
managed
to
keep
the
world
coming
back
for
more.
We
hope
this
latest
advertisement
from
Royal
Enfield
will
strike
a
chord
with
Royal
Enfield
consumers
and
create
strong
emotional
engagements
with
them.”
The
campaign
has
used
traditional
media
like
television,
cinema
and
print
but
digital
formed
a
key
part
of
the
communication
as
well.
Television
was
not
a
part
of
the
media
mix
used.

3.
Leave
home
campaign
This
was
a
print
campaign
released
by
Royal
Enfield
to
promote
its
Thunderbird
series
of
bikes.
Wieden
Kennedy
Delhi
has
created
the
print
campaign,
which
takes
forward
the
‘Leave
Home’
communication
of
the
brand.
It
is
based
on
the
insight
that
many
young
men
stay
at
home
for
too
long
(and
freeload
off
their
parents)
missing
out
on
the
fun
of
an
independent
life
because
of
it.
Moreover,
as
a
brand,
Royal
Enfield
has
a
rich
culture
and
people
recognize
what
the
brand
stands
for.
The
campaign
aims
to
promote
the
brand
message
and
moves
away
from
stereotypical
communications
in
the
category
where
the
focus
is
on
the
specifications
and
features
of
the
bike.
The
following
creative
‘A
Hero’s
story’
is
a
comic
strip,
and
it
traces
the
adventures
of
a
guy
who
has
gone
on
a
ride
with
his
Royal
Enfield
bike.
This
brand
positioning
had
been
in
place
for
around
three
years
till
then;
and,
over
this
period
of
time
they
have
been
finding
newer
ways
of
communicating
the
same
in
different
perspectives.
The
campaign
has
been
released
in
auto,
music
and
lifestyle
magazines.
Royal
Enfield
also
embarked
on
the
second
edition
of
‘The
Art
of
Motorcycling’
photography
exhibition
in
a
larger
scale.
The
exhibition,
which
was
held
in
Delhi
in
March
2010,
was
also
taken
to
other
cities
as
well
in
2011.
The
exhibition
displayed
classic
Enfield
bikes,
exclusive
posters,
customized
t-­‐shirts
and
other
limited
edition
memorabilia.
This
is
a
kind
of
a
campaign
that
can
start
conversations.
It
is
a
fresh
approach
to
establish
the
brand
as
Cult.
Also
on
the
company
website,
there
are
a
lot
of
communities,
Blogs,
Trip
Stories,
forums
which
establish
Bullet
as
a
cult
brand
in
its
own
league.
Bullet
is
a
tradition
in
Punjab.
People
flaunt
it,
People
aspire
it.
Bullet
is
truly
a
Cult
brand
in
Punjab
and
also
other
interiors
of
India.
This
is
amazing
how
a
Chennai
based
brand
has
achieved
a
cult
status
in
Punjab.
Bullet
also
sponsors
many
trips
in
India
in
which
it
provides
Bikes
for
the
Trip
and
Branded
T-­‐Shirts
too.
Bullet
also
organizes
a
16-­‐day
Royal
Enfield
Himalayan
Odyssey
every
year.
These
all
exercises
can
take
Brand
to
new
heights,
the
Cult
Height.
There
is
a
saying
about
that,
"Once
you
ride
a
Bullet,
You
don't
ride
any
other
bike”.
Question:

4. If
a
firm
developed
a
new
line
of
athletic
shoes,
priced
them
competitively
and
distributed
them
in
appropriate
retail
shops,
would
there
be
any
need
for
advertising?
Is
advertising
really
needed
for
a
product
that
is
priced
right?
Answer:
Every
coin
has
two
sides.
Advertising,
though
a
waste
of
money,
but
is
important
as
well
for
any
product.
Advertising
a
new
product,
such
as
athletic
shoes,
is
critical
because:
• When
there
is
a
new
product
in
the
market,
it
is
very
important
to
advertise
to
make
people
aware
that
such
a
product
exists
in
the
market.
o Lack
of
awareness
=
Lack
of
customers
• As
the
market
for
athletic
shoes
is
very
competitive
and
consumer
has
so
many
options,
he/she
is
more
likely
to
switch
brands
which
offer
him/her
the
best
price.
Therefore,
advertising
becomes
crucial
so
as
to
help
him/her
make
the
best
choice.
• It’s
not
like
advertising
is
only
needed
for
a
new
commodity,
it
is
equally
important
even
for
the
existing
products
in
the
market
as
it
is
important
to
grab
people’s
attention
to
sell
the
product.
The
public
memory
is
very
short
lived
so
it
is
important
that
to
come
up
with
new
and
catchy
advertisement
to
get
noticed
and
draw
customers.
• It’s
important
to
communicate
the
product
offerings
to
the
end
user.
If
a
company
has
worked
hard
on
understanding
the
consumer
needs
they
need
to
make
sure
their
customers
get
a
feel
“This
brand
knows
what
I
want
”.
Advertising
is
the
only
major
differentiator
between
why
your
1%
more
is
able
to
get
you
more
loyal
and
more
number
of
customers.
• To
products
that
are
offered
by
a
brand,
there
are
"n"
number
of
more
substitutes
and
consumers
get
to
know
which
is
the
better
substitute
that
suits
their
requirements.
• Advertising
a
product
also
helps
you
reinforce
your
brand's
name
and
image
to
the
public,
which
can
be
part
of
a
long-­‐term
marketing
strategy.
For
example,
when
Coca-­‐Cola
produces
an
ad
for
Diet
Coke,
it
is
not
only
touting
the
benefits
of
that
product
but
is
also
keeping
the
Coca-­‐Cola
brand
in
the
minds
of
consumers,
which
can
also
help
the
sales
of
its
other
products.
• A
product
may
have
a
negative
image
in
the
eyes
of
consumers
due
the
lack
of
information
or
knowledge.
Advertising
allows
a
company
to
further
explain
the
features
and
benefits,
which
can
help
clear
up
any
misconceptions.
This
technique
is
also
beneficial
when
a
product
contained
a
defect
that
the
company
has
corrected.
• Ultimately,
things
like
improving
brand
recognition
and
making
people
aware
of
new
products
should
lead
to
increased
product
sales.
To
gauge
the
actual
benefits
of
your
product
advertising,
you
need
to
weigh
the
cost
of
your
advertising
against
the
dollars
it
brings
in.

5. A
product
can
only
survive
without
advertising
when
the
product
is
such
that
people
can’t
live
without
it
and
that
solves
their
biggest
problem.
Something
that
does
it
easier,
faster,
and
better
than
what’s
out
there.
Something
like
Apple.