(UNIT 2) LAST MIN REVISION

SYLLABUS: 

Unit-2. Product advertising- Target Audience, brand Image, Positioning, Advertising Strategies. Appeals, Advertising Spiral, Market and its segmentation, Sales promotion.

Product Advertising

Product advertising is all about promoting a specific product or service to increase its sales. It involves understanding the market, positioning the product well, creating strong advertising strategies, and using various appeals to attract consumers.

1. Target Audience

• The target audience is the specific group of people the advertisement is aimed at.

• Advertisers study the audience's age, gender, income, location, interests, etc. to design the right message.

Example:
Colgate targets families and young adults with different toothpaste variants like Colgate Kids, Colgate Active Salt.

2. Brand Image

• Brand image is the perception people have about a brand.

• Good product advertising creates a positive and strong brand image that makes the brand memorable and trustworthy.

Example:
Amul has created a brand image of being traditional, family-friendly, and high-quality through their clever "Amul Girl" ads.

3. Positioning

• Positioning means placing the product in a certain way in the consumer's mind.

• It shows why the product is different or better than competitors.

Example:
Fevicol is positioned as the "strongest adhesive" with creative ads showing humorous and memorable situations.

4. Advertising Strategies

• Advertising strategies are the overall plans to promote the product effectively.

• It includes deciding the message, choosing media channels (TV, digital, print), timing, and budgeting.

Example:
During Diwali, Amazon India uses special advertising strategies like festive campaigns and online discounts to attract shoppers.

5. Appeals

• Appeals are techniques used to emotionally or logically persuade the audience.

• Some common appeals are:

  • Emotional Appeal (love, happiness, family) — Cadbury Dairy Milk's "Kuch Meetha Ho Jaaye"

  • Fear Appeal (scare to act) — Insurance ads like ICICI Prudential ("Zindagi ke saath bhi, zindagi ke baad bhi")

  • Rational Appeal (facts and logic) — Tech product ads showing specifications.

  • Humor Appeal (funny ads) — Center Fresh chewing gum ads.

6. Advertising Spiral

• The advertising spiral shows how advertising changes as a product moves through different stages of its life in the market:

  • Introduction Stage: Product awareness creation.

  • Growth Stage: Focus on building brand loyalty.

  • Maturity Stage: Differentiate from competitors.

  • Decline Stage: Either revive interest or phase out.

Example:
Maggi Noodles used heavy advertising during its re-launch after the ban, to regain consumer trust (Revival in spiral).

7. Market and Its Segmentation

• A market is the group of potential customers for a product.

• Segmentation means dividing the market into small groups based on similar needs, behavior, or demographics (like age, income, location).

Types of Segmentation:

• Demographic (age, gender): Kids vs. adults - Kinder Joy targets kids.

• Geographic (location): ACs vs. Heaters depending on climate.

• Psychographic (lifestyle, interests): Adventure bikes for thrill-seekers like Royal Enfield riders.

• Behavioral (usage rate, loyalty): Loyalty rewards for frequent shoppers like Big Bazaar's Payback Card program.

8. Sales Promotion

• Sales promotion includes short-term activities to boost sales immediately.

• It can be discounts, coupons, contests, free samples, or buy-one-get-one-free offers.

Example:
Domino's Pizza offering 50% off deals for online orders during weekends is a form of sales promotion.

Conclusion

Product advertising is not just about selling; it is about understanding the right audience, building a strong brand image, using the right appeal, planning the strategy properly, and keeping track of the market's changing needs through segmentation and promotions. Successful advertising examples from India show how a deep connection with consumers leads to powerful brand loyalty.