Best and Worst Advertisements Essay

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Integrated Marketing / Best and Worst Advertisements

IMC-Integrated Marketing Communication, is in practice all over the world at a very large scale. The main aim of this paper is to clarify the meaning of IMC, the impact of IMC, and how it differs from the conventional marketing communication. IMC adopts the consumer-based approach rather than the organizational-based approach, as such the focus is on paying attention to the need of the organization. IMC adopts the synergy approach over the isolation approach. Positive outcomes such as greater profitability, unique brand association, brand loyalty, customer satisfaction, cost savings and increased sales. The major impact of IMC is on brand equity and organizational approach. However, certain barriers exist for the effective implementation of the IMC program (Naem et al., 2013).

Stage 1 Creative and Not So Creative Ad

Product: Cellular Service

Creative Advertisement: IdeaInternetLagoing. India Ko no ullu banaoing (You cannot get fooled in India, if you have access to Idea Internet)

It is a well-known fact that people get cheated all the time. Therefore, Idea brought this new campaign to help subscribers evade both people and situations they do not like by being abreast of the latest happenings. Idea mobile internet is projected as helping India evade frauds at home and abroad (Sen, 2014).

Target Audience

Idea has always targeted the poor masses who were not used to the internet by making them believe the internet has the ability to change their entire lives. They capitalized on the use of the local slogan Idea Internet Lagoing, Accessible India ko no ullu banoing which sounded all over India. The campaign reiterated that the network promise to change lives (Purkayastha, 2014).

Consumer Behavior

Idea's campaigns were rooted in the fact that the average Indian family is overpopulated, a trend the network blamed on inadequate entertainment options. According to Abhishek Bachchan, lack of attractive entertainment options leaves the average Indian family with no other option than regular sex, which increases the population (Meena & Fatima, 2015).

Power of communication

Idea's jingle was disseminated through more than 360 media such as digital, outdoor, radio, TV, social media, etc. Their hummable jingles and teaser banners represented unconventional segments of internet consumers such as senior citizens, housewives, rural dwellers, who make use of their internet-enabled phones to outsmart those who want to play a fast one on them.

Creative and Media Strategy Execution

Strengths

The commercial has passed a very strong message on the need for people to be able to beat fraudsters and cheaters by accessing important information through their phones remotely. The campaign is an extension of the "No Ullu Banoing" campaign and focuses to the internet features the network offers at easily affordable rates. Idea cellular makes accessing the internet a very easy and cheap feature that comes with people's mobile devices. They project the use of mobile internet as a necessity and not an article of ostentation. Idea network has distinguished itself as the brand that makes efforts to connect strongly with the consumers on an emotional level. Idea does not try to push its major selling points to consumers. Their ability to make use of local slogans in their campaigns has helped them gain lots of attention from consumers (Satyapal, 2013).

Weakness

The internet is not the best option when it comes to learning, due to a number of factors such as abuses, pornographic content, inaccurate information, hatred and several other factors. Though it can be a source of knowledge to an extent, but it is definitely not the best teacher (Teny, 2015)'

Not as Creative: Vodafone Smitten Double Data

The double data offer was introduced by Vodafone, the leading network provider in Delhi, as a way of encouraging more data usage and rewarding old data users (Vignehswar, 2015)

Target Audience

The offer intended to move consumers from the 2G network to the 3G network, mostly prepaid consumers who stand to get double the value of the data they subscribed for.

Consumer Behavior

Over 36% of subscribers make use of the mobile internet feature mostly for browsing, surfing, email, and checking out social media sites such as Facebook and Twitter.

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There has been a significant rise in the number of data subscribers as well as the quantity of data used. Vodafone says the Double Data promo is their way of saying "Thank You" To Their Esteemed Customers. New Vodafone campaigns show new ways consumers can make use of mobile internet using very simple stories (ET Bureau, 2015).

Process of Communication

Very robust campaigns using mediums such as retail, digital and outdoor supported the television campaign (ET Bureau, 2015).

Creative and Media Strategy Execution

Strengths

Vodafone has always found a way to stay ahead of their competitors by anticipating and providing for the consumers needs. They say their way of thanking their customers for choosing Vodafone is through the Double Data offer. They are offering double value to the consumers while encouraging new data subscribers to try out the features their 3G network offers.

Weakness

They claim the special offers are available on dialing *121#, but frequently, they exclude some of those offers. Sometimes you find one or two unrelated offers, so one wonders where the problem could have originated. Was it Vodafone's miscommunication or the media? This confusion has hampered the growth of Vodafone vis-a-vis its competitors- Idea and Airtel in the area of data growth. Besides, the network does not have the right features in its ads to attract new consumers (Thomas, 2015).

Stage 2 Good Vs Bad

Good: Nescafe It all begins.

Nescafe is the undisputed leader in the instant coffee category, but what seems to have reintroduced the brand as a household name and a favorite for every youth is their brilliant new ad that incorporates a true-life story captured in a film. The ad features a budding comedian who struggled with the issue of stuttering until Nescafe came to his rescue. Everyone, especially internet users identify easily with this is particular advertisement campaign, . The story line in the ad ends with the slogan, It all starts with Nescafe, - a slogan that has gone viral on popular social media pages such as Facebook and Twitter. This fresh ad and the creativity behind it has given the already popular Nescafe a further impetus. The idea of avoiding the normal faces of TV stars who endorse these brands and opting for a literarily unknown performer is a move every consumer thought as brilliant. In the words of (Naidu, 2014), the company has used that one story to attract the attention of the potential consumers (in view of the competition from opulent coffee shops).

Bad: Colgate Active Slat

This advertisement has received continued criticism from all quarters. The advertisement failed to sell the idea of using the active salt in Colgate to fight against different tooth diseases. It was not meant for everyone, it was only targeted at youths, and failed to make proper connection with the target audience. It was a total waste of resources, time, and effort. No creative rationale was conveyed, and it failed to leave a good impression on customers' minds (4PS Team, 2014).

Stage 3 Improvement

CPIL-Colgate-Palmolive India Ltd. has been a leader in the oral care industry for a very long time with its famous brand Colgate found in virtually every category of oral healthcare. But the ad discussed above could get better with new strategies. Using scenes like a dentist's office where he treats a patient of a tooth problem can add more color and appeal to the ad. Laying more emphasis on the toothpaste's ability to fight problems like gingivitis, caries, and all other forms of tooth problems would add more meaning to the ad (Strassler, 2015). Adding some such useful content and context helps attract the imagination of the target audience......

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