Product and brand management

Product and Brand Management

Product A product is anything that can be offered to a market for

attention, acquisition, use or consumption that might satisfy a need or want including physical goods, services, experiences, events, persons, places, properties, organizations, information and ideas”

Brand A name, term, sign, symbol or design or a combination of

them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors

Product Levels (The Customer Value Hierarchy )

Consumer Products and Industrial Products

Consumer Products- These are products and services bought by final consumers for personal consumption Convenience Products- are consumer products and

services that customers usually buy frequently, as soon as they feel the need for them and with a minimum of comparison and buying effort staples, impulse goods, emergency goods

Shopping Products- are less frequently purchased consumer products and services that consumers compare carefully on suitability, quality, price and style. Here consumers spend much time and effort in gathering information and making comparisons

Specialty Products- are consumer products and services with unique features and brand identification for which a significant group of buyers are willing to make a special purchase effort. They are more expensive than convenience products and are not purchased so frequently

Unsought Products- are consumer products that the consumer either does not know or knows but does not normally think of buying

Industrial Products- A product bought by individuals and organizations for further processing or for use in conducting a business like Materials and parts, Capital items, supplies etc

Product Mix (Product assortment/Product portfolio)

Home & personal care Foods

Personal wash Laundry Hair care Deodorants Color Tea Coffee Foods Ice-Cream

cosmetics

lux Surf excel Sunsilk Axe Lakme Brook Bru Kissan Kwality-

bond Annapurna walls

lifebuoy Rin Clinic Rexona Lipton

liril Wheel

Dove

Pears

Rexona

Product Mix (Product assortment)-is the set of all products and items a particular seller offers for sale. It consists of various product lines.

Product line- A group of products within the product class that are closely related because they perform a similar function ,are sold to the same customer groups, are marketed through the same outlets or channels, or fall within given price ranges. It may be composed of different brands or individual brand that has been line extended

Product class (product category)- A group of products having a certain functional coherence. Eg Financial Instruments

Product-mix Width- It refers to how many different product lines the company carries.

Product-mix length- It refers total number of items in its product lines

Product-mix depth- It refers how many variants are offered of each product in the line.

Line stretching-It occurs when a company lengthens its product line beyond its current range

AwarenessAwareness

InterestInterest

EvaluationEvaluation

TrialTrial

AdoptionAdoption Loyalty

New Product Adoption Process

Diffusion of Innovation The process by which the use of an innovation whether a product

or service spreads through out a market group, over time and over various categories of adopters is known as diffusion of innovation. It helps marketers to understand

The rate at which consumers are likely to adopt a new product or service

It also helps the marketers to identify the potential customers for their new products and services and also predict their potential sales

Diffusion of Innovation Curve

Innovators These are those buyers who want to be the first to have the new product

or service. These buyers enjoy taking risks and are regarded as highly knowledgeable

Early Adopters These are those buyers who generally do not like to take as much risk as innovators

but instead wait and purchase the product after careful review and sometimes are also regarded as opinion leaders

Early Majority This group differs from buyers in the first two categories. Its members do not

like to take as much risk and hence tend to wait. When early majority customers enter the market the number of competitors in the market usually also has reached its peak, so these buyers have many different price and quality choices

Late Majority It is a group of buyers who adopt a product or service when it has reached its

full market potential. By the time the late majority enters the market, sales tend to level off or may be in decline

Laggards These consumers like to avoid change and rely on traditional products until

they are no longer available and even sometimes they may never adopt a certain product or service

Brand Architecture How an organization structures and names the brands within its portfolio. Monolithic Brand - Here the corporate name is used on all

products and services offered by the company. e.g. Mercedes, BMW, Sony, TATA, Apple

Endorsed Brand - where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement. It generally a product or service brand name that is supported by a Masterbrand - either dominantly e.g. Tesco Metro, Nestle Kit-Kat, Virgin, General Electric

Freestanding Brand - the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market. A brand name and identity used for a single product or service in a portfolio, which is unrelated to the names and identities of other products in the company's portfolio

Co-branding- The use of two or more brand names in support of a new product, service or venture

Masterbrand- A brand name that dominates all products or services in a range or across a business. Sometimes used with sub-brands, sometimes used with alpha or numeric signifiers. Audi, Nescafe and Lego, for example, are all used as master brands

Power Branding- A strategy in which every product in a company's range has its own brand name which functions independently, unsupported by either the company's corporate brand or its other product brands. Power branding is a resource-intensive strategy, since each brand must be commercially promoted and legally protected. This strategy is used mainly by manufacturers of consumer goods. Lever's and Procter & Gamble's detergents are good examples of power brands

Sub-brand- A product or service brand that had its own name and visual identity to differentiate it from the parent brand.

The Product Management Process ‘The product management process consists of

generating, analyzing, organizing, planning, implementing and control of the firm’s existing and new products so as to satisfy the needs and wants of chosen customer segments while fulfilling organizational objectives’

The Major elements include: Generation, analysis, organization, planning,

implementation and control of products Products include both current and new products Customer satisfaction and customer delight Fulfillment of firm own objectives

The Product Planning System and Strategies Process of Product Planning

1. Determination of Corporate objectives, resources and constraints

2. Monitoring the current and anticipated environment3. Situation analysis4. Product/Market portfolio analysis and decision 5. Analysis and implementation of changes in the

current product portfolio 6. Development of product and marketing programmes 7. Evaluation of alternative programmes 8. Organization for marketing action, implementation

and control

Situation analysis Product Performance Matrix- It consists of four

parameters like Industry sales, company sales, Market share and profitability of a product. This matrix also helps to identify and analyze which products should be continued and nurtured and which product should be dropped

Product/Market portfolio analysis and decision Ansoff matrix (Product/Market Matrix)-

Penetration of existing products in existing market Entry into new markets with the current product Development of new products for entry into the current market Development of new product for entry into new market

Boston Consulting Group (BCG) Approach The Boston Consulting Group is a consulting company

which developed this growth-share matrix to evaluate the position of business units on the basis of market growth rate and relative market share

General Electric Approach General Electric developed this model with the

assistance of McKinsey & Company. This is an improvement over BCG Growth-share matrix. It focuses on two dimensions Industry Attractiveness Business strength

BCG Matrix

General Electric Approach

Business St rength

High

Medium

Low

St rong Average Weak

A

B

C

D

Indu

stry

Att

ract

iven

ess

Analyzing Current SBU’s:GE’s Strategic Business-Planning Grid

NEW PRODUCT DEVELOPMENT

The Product Development Process

Idea generation(Development of

new product ideas)

Idea generation(Development of

new product ideas)

Concept testing(Testing the new

product idea amonga set of potential

customers)

Concept testing(Testing the new

product idea amonga set of potential

customers)

Product development(Development of prototypes

and/or the product)

Product development(Development of prototypes

and/or the product)

Market testing(Testing the actual

products in a few test markets)

Market testing(Testing the actual

products in a few test markets)

Product launch(Full scale

commercialization ofthe product)

Product launch(Full scale

commercialization ofthe product)

Evaluation of results(Analysis of the

performance of the new product and making

appropriate modifications

Evaluation of results(Analysis of the

performance of the new product and making

appropriate modifications

Concept testing Ideas with potential are developed further into concepts, which in

this context refer to brief written descriptions of the product; its technology, working principles and forms ; and what customer needs it would satisfy. A concept might also include visual images of what the product would look like

Product development A prototype is sometimes also developed, which is the first physical form

or service description of a new product, still in a rough form, that has the same properties as a new product. The product prototypes are tested through, alpha testing- here the firm attempts to determine whether it

satisfies the need for which it was intended. Rather than using potential customers, alpha tests occur in the firm’s R&D department

beta testing- here it uses the potential consumers to examine the product prototype

Market testing Premarket test- Here the firms conduct pre-tests before they

actually bring a product or service to market to determine how many customers will try and then continue to use the product or service according to a small group of potential customers

Test marketing- A method of determining the success potential of a new product, test marketing introduces the offering to a limited geographical area prior to national launch. It also uses all the elements of marketing mix

Commercialization or Launch Methods of Launching

Immediate national Launch Rolling Launch- This is an alternate to national launch.

In this method, the initial launch begins with two or three cities and increases its reach to other places

The Launch Cycle Pre- Launch preparation

It consists of the activities before the point at which the product is officially offered for sale. These activities typically include marketing pre-announcements, building marketing capability, establishing service capability, promoting the new product via public relations and filling the distribution channel etc

Announcement It is the second phase when the product is officially offered to

the market with the announcement Beachhead

In this third phase, efforts focus on achieving market awareness and generating an initial flow of sales

The Launch Cycle Early Growth

This is the fourth stage of launch when usually sales grow as customer interest in the new product grows. If sales are not growing than few strategies are applied to create demand for the product

Launch Control Protocol It is a tool that is useful during pre-launch

preparation. The launch protocol is used to monitor and control activities during the launch Identifying the problems that might occur during the

product launch Develop plans to monitor and control these problems

Innovation Continuous Innovation

It is built on an already established idea or product. The user will typically use the product in a similar fashion as he used it before, although it has been changed in some respects

Dynamically Continuous Innovation This type of innovation revolves around either the

creation of a new product or a radical change to an existing one

Discontinuous/Disruptive Innovation This is a totally new product in the market, the

product is new and unique and has not been seen by consumers before

Augmented Reality (AR) used for the launch Mahindra XUV500 at Auto Expo in New Delhi

Key Elements of Brand Equity

Brand Equity

Brand loyalty

Other proprietary brand assets

Brand awareness

Brand associations

Perceived quality

Few Brand Strategy Decisions

Line Extension Brand Extension Multi-branding New Brands Co-brands

Brand Extension Types of Brand Extensions

Product form extension- It is a line extension like Amul Condensed Milk is a product for extension of Amul Milk

Companion product- For example a toothpaste brand offering a toothbrush under the same brand name

Extension in unrelated areas Umbrella branding Line Branding

HUL

Denim shaving cream

Denim After shave Denim Soap Denim Talc

Co-Branding /Dual Branding Here two or more well known brands are combined

in an offer. It is a form of cooperation between two or more brands Ingredient co-branding- Here one of the combining

brands advertises that it uses the other brand(s) as its ingredient like IBM or Compaq advertising that it uses the Intel Chip displaying ‘Intel Inside’

Value and endorsement co-branding- It is the shared value creation and the strength of relationship like P&G’s tie up with National Association for Blind

Multiple Sponsor co-branding- Where more than two brands combine for a specific cause like Citibank combining with IOCL and MTNL to be used to pay bills and in petrol pumps

Brand Identity

‘a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers’

Brand Identity Perspectives

Brand as a Product Brand as an Organization Brand as a Person Brand as a Symbol

Message Design-Appeal

Rational Appeals Emotional Appeals

Positive Emotional Appeals- Love, affection, joy, pride, humour, prestige, status etc

Negative Emotional Appeals- Fear (slice of death) ads, shame, guilt, embarrassment, rejection etc

Morale Appeals

A camera captures a muddy and dry tree root and moves on... ...to an old and rusted axe lying there. VO: "Life will always find a

way... if you let it." At the tip of the axe a tiny shoot is growing.

‘Issued in public interest by vivid motions pictures’

Max New York Life Insurance

The film opens with a woman hurriedly climbing up the stairs to her house

On her way she asks the security guard, “sahab aaye?” to which he replies “haan memsahab”

After entering the house, she quickly starts her kitchen chores and calls out for Sanju, her husband

On getting no response, she calls on his mobile and starts looking for him all over the house

Adding to her suspicion, the call is not answered as she finds his phone carelessly lying under a pillow

Finally she manages to find her husband at the terrace, but is startled to see him lying still on a rocking chair.

Very nervously she moves him and shouts with mixed emotions of relief and fear to find him alright

Cut to a shot of an equally scared Sanju hugging his wife

Source: TV Ad Indx/www.iBankLive.com

Source: TV Ad Indx/www.iBankLive.com

“Musibatein bata ke nahin aati, isliye Max New York Life ke life insurance plans. Life mein rahein hamesha taiyaar.”

The film opens on a father and son in their car waiting for the signal to turn green

The boy tells his father that he will open a cycle repair show when he grows up

Surprised at his ambition the father asks him why he would do so

“Jis tarah aap sab petrol waste kar rahe hain, future mein toh petrol bachega hi nahin.Tab toh sab cycle hi chalayegein na?” replies the son.

This leads to our man thinking who in turn puts off the engine .“Khud hi sara petrol khatam karegein ya kuch apne bachchon ke liye bhi chhodegein?

...Please. Kam se kam signal pe toh engine off keejiye.” (Save fuel yaani save money)

Emotional Appeals

Fair and Lovely- Beauty that empowers a woman to change her destiny

Tanishq- Jewellery that wants to make you marry

HDFC- Sar uthake jiyo Tata Tea- Har subah sirf utha mat. Jaago Re Haywards Soda- Haywards hai to honsla buland

hai Tata Salt- Desh Ka Namak Mountain Dew- Kyonki darr ke aage jeet hai Raymond- The Complete Man

Brand Identity Levels

Brand Identity Levels

Brand Identity Levels

Central Identity (Inner Core)

Central Identity (Inner Core)

Outer Core Outer Core

Brand Identity- Horlicks Inner Core

Nutrition and Health Outer Core

User- Anybody who needs nutrition and health by targeting various customer groups with varied product mix

Extensions- Horlicks Junior, Mother’s Horlicks, Horlicks Biscuits etc

Personality- Protecting, caring, supportive and concerned Heritage- The Company has been in the business of providing

nourishment for decades Value Proposition- Helps you perform your role better in

life. Good health and living

Brand Identity- Dettol Inner Core

Protection against germs Outer Core

User- children, young adults hygiene conscious etc Extensions- Dettol soap, Dettol handwash, Dettol shaving

cream, Dettol hand sanitizer etc Personality- Reliable. Trustworthy and strong Heritage- The Company has been in the business of

protecting against germs to keep healthy Value Proposition- Provides protection against possible

harmful effects of germs and bacteria. Feeling of security and protection

The Six Stages of Brand Evolution Unbranded Goods Brand as Reference

Here the brand moves on to create differentiation on unique functional benefits and it is given a name

Brand as Personality Amidst the clutter of functional promise brands make

emotional appeal Brand as Icon Brand as Company Brand as Policy

At this stage brand evolves beyond the business concerns to identify with social, political and ethical issues

Brand Identity Prism Physical Facet/ Brand Physique Personality Culture Relationship Reflection/ Reflected Consumer Self Image/ Consumer Metalisation

STP

Segmenting

The Art of Dividing a market into distinct groups of Buyers who might require separate Products and/or Marketing Mixes

Segmenting Procedure Survey Stage Analysis Stage Profiling Stage

Bases for segmentation Geographic

Mc Donald's- McAloo Tikki Burger, Mc curry Pan, Times of India, Nilgiri Tea etc

Demographic Age Gender Income Occupation Family size, Family life cycle Education Religion, Nationality Marital status

Hero Honda Pleasure Set wet hair gel

Happy Holi

Psychographic Values & Lifestyle

Social Class, Health oriented, culture oriented, busy professional, active outdoor enthusiast, believers, strivers etc

Personality Ambitious, introvert, extrovert etc

Primary Motivation: Ideals, Achievement, and Self-Expression The concept of primary motivation explains consumer attitudes and

anticipates behavior. VALS includes three primary motivations that matter for understanding consumer behavior: ideals, achievement, and self-expression. Consumers who are primarily motivated by ideals are guided by knowledge and principles. Consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers. Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk

Resources A person's tendency to consume goods and services extends beyond

age, income, and education. Energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership etc play a critical role. These psychological traits in conjunction with key demographics determine an individual's resources. Various levels of resources enhance or constrain a person's expression of his or her primary motivation

VALS Segmentation The four groups with higher resources

Innovators Successful, sophisticated, active people with high self-esteem and

often prefer niche oriented products and services Thinkers

Mature, satisfied and reflective people who are motivated by ideals and who value knowledge and responsibility. They seek durability, functionality and value in products

Achievers Successful, goal-oriented people who focus on career and family.

They favor premium products that demonstrate success to their peers

Experiencers Young, enthusiastic, impulsive people who seek variety and

excitement. They spend a comparatively high proportion of income on fashion, entertainment and socialising

Four groups with lower resources Believers

Conservative, conventional and traditional people. They prefer familiar products and are loyal to establish brands

Strivers Trendy and fun loving people who are resource constrained. They

favor stylish products that emulate the purchases of those with greater material wealth

Makers Practical, down-to-earth and self-sufficient people who like to

work and seek products with a practical or functionality purpose Survivors

Elderly, passive people who are concerned about change. They are normally loyal to their favorite brands

Behavioral Purchase, use occasions Benefits User Status

Non-user, ex-user, potential user, first time user, regular user Usage status

light, medium and heavy user Product knowledge Loyalty status

Hard Core Loyal- consumers who are loyal to only one brand all the time

Soft Core Loyal/Split loyal- consumers who are loyal to two or three brands

Shifting Loyal- consumers who shift loyalty from one brand to another

Switchers- consumers who show no loyalty to any brand Attitude towards the product and Extent of involvement

Market Targeting

“The Act of Developing measures of Segment

attractiveness and selecting one or more market segments to enter”

“Process of evaluating each market segment’s attractiveness and selecting one or more segments to enter”

Evaluating/Analyzing the Market Segments Segment Size and Growth Segment Structural Attractiveness

(Porter’s Five Forces Segment structural Attractiveness)

Five patterns of Target Market Selection

Single Segment concentration Selective Specialization Market Specialization

Here the firm concentrates on serving many needs of a particular customer group

Product Specialization The firm makes a certain product that it sells to

several different market segments Full Coverage

Undifferentiated marketing Differentiated marketing

Determining how many segments to enter

Undifferentiated marketing This involves ignoring any differences among consumers and

suggests offering just one product or service to the entire market. This mass-marketing strategy focuses on what is common in the needs of consumers rather than what is different

Differentiated marketing The marketer decides to enter several market segments, or niches

and develop separate offers for each. For instance Maruti Udyog is producing cars for various segments. Coca-Cola and Pepsi are offering different versions of their soft drinks

Concentrated marketing Here the company targets a segment and goes for a large market

share. For example Recycled paper producers like Wizard India focuses on the market for Greeting cards or wedding cards etc

Niche Marketing A Niche is a more narrowly defined customer group seeking

a distinctive mix of benefits. Marketers usually identify niches by dividing a segment into subsegments The customers in the niche have a distinct set of needs They will pay a premium to a firm that best satisfies their

needs Niches are fairly small and normally attract only few

Ezee (liquid detergent for woolen clothes) Crack Cream (primarily targeted at women for prevention and

treatment of cracked heels that develop due to inadequate protection and care)

Himalaya Herbal Health care in ayurvedic products D’cold NATURAL (cough syrup for kids) Aastha (in India that targets on the basis of religion and

spirituality) STAR Sports- (STAR Cricket for cricket lovers) Kellogg's Special K- (for women who are fitness conscious) Women’s Horlicks - ( New generation women balancing between

family and career)

Himalaya Herbal Health care in ayurvedic products

A little girl is racked by a bout of coughing as

her parents get ready to summon the doctor

Just then her sympathising aunt asks, "Ghar mein D'cold Syrup nahin hai kya? Is mein hai doctor vaala tatv."

"D'cold Syrup mein hai doctor vaala tatv jispe sabhi bharosa karte hain. Yaani chain ki saans."

The girl is fully recovered and she celebrates her birthday in style as she chimes with her

aunt, "Is mein hai Doctor vaala tatv."

Shot of a girl touching up

her make up in the campus She is applying eye liner when suddenly a dude tries to

...hypnotize her, swinging in a chain. whispers, "Look into my eyes."

In a little while, the girl finds him hypnotized

instead. She snatches the chain from our spellbound fellow and moves ahead as , "LookLook into my eyes

Product window. Elle 18, the cooling eye liner with a steady grip brush. Ellie 18,

for eyes that hypnotize

Market Positioning

“Positioning is the act of designing the Company’s offer so that it occupies a distinct and valued place in the target customer’s mind”

Positioning by Corporate Identity

Positioning by Product benefit

Positioning by Product benefit

A lady admires an expensive pair of sandals. The salesman takes...

... a closer look at her cracked heels as they settle down to try it

The salesman shows a cheaper shoe but she insists on the red pair. "Woh wala aapke budget mein nahi... ayga madam", replies the man. MVO: "Afsoos, pairon ki dararon se koi bhi aapke zindagi mein jaank sakta hai."

Pesh hai Vaseline ka aviskari ek do crack relief. Pehle liquid

saakht chamri nikale phir...

... cream dararon ko boar daale. Now, even at the jewelers they don't refuse her

Positioning by Price Quality

Positioning by Life Style or Use Occasion

User-based Positioning

Competitive Positioning

Competitive Positioning

Competitive Positioning

Marketing Communications

“Marketing communications are the means by which firms attempt to inform, persuade & remind consumers directly or indirectly about the products and brands they sell”

Marketing Communications Mix (Promotions Mix)

4P’S

Product Place Promotion Price

Personal Selling

DirectMarketing

SalesPromotionAdvertising

PR / Publicity Personal Selling

INTEGRATED MARKETING COMMUNICATIONS

“ A management concept that is designed to make all aspects of marketing communication work together as a unified force, rather than permitting each to work in isolation”

Budget Allocation

Top-down approach The affordable method (all you can afford method) Arbitrary allocation Percentage of sales method Competitive parity method

Build-up approach (bottom-up approach) Objective and task method The experimental approach

Advertising

“ Any paid form of nonpersonal presentation and promotion of ideas, goods & services by an identified sponsor”

The definition highlights the following features of advertising “ a paid form’ of presentation emphasises that advertising space or

time must be purchased Its ‘non-personal’ nature emphasises the fact that it is not a direct

presentation to one individual but to the masses ‘ Identified sponsor’ refers to the identification of the brand or the

advertiser that is communicating

Advertising Objectives Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising

The Five M’s of Advertising

Setting Advertising Objectives

Setting Advertising Objectives

Set the Advertising

Budget

Set the Advertising

Budget

Determine the Key

Advertising Messages

Determine the Key

Advertising Messages

Deciding which

Advertising Media to Use

Deciding which

Advertising Media to Use

Evaluating the Results

of Advertising Campaign

Evaluating the Results

of Advertising Campaign

Mission Money Message Media

Measurement

Media Planning and Strategy To whom do we advertise? (Target Audience) Where do we advertise? (Geographic Area) When do we advertise? (Scheduling) In which media should we advertise?

Media Class- It is the generally category of message delivery system for carrying the ad message to a selected audience such as print media, broadcast media or outdoor media etc

Media Vehicle- It is the specific message carrier within a medium such as Times of India, Zee etc

Media Reach- It is a measure of the number of different audience members or households exposed at least once to a media schedule within given period of time. Here reach is also called OTC (opportunity to see)

Media frequency- It is the average number of times that an individual or household is exposed to a message carrying media vehicle within the specified time period

Media Scheduling- It is concerned with timing the insertion of ads in the selected media vehicles

Media Impact

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Media Scheduling

Pop-Outs ; Ads which popped on the screen occupying a quarter of the screen

Action Replay ; Logos that come on when replay of the last score or the last wicket

On Screen Logo ; Brand Logos that pops on the screen while a match is on

Push Backs ; Brand Logo popping out during the match

Scroller ; It is normal scroll of the Ad

Paste-Up ; Brand logos that appears along with the score card

or graphs

Newspaper Advertising Display advertising- This is a form of advertising that, more

often than not, contains graphic information, text, logos, images, illustrations etc. It is available in many different sizes and is spread throughout the newspaper

Classified advertising- It is grouped under subheads classifying the product being marketed. (e.g. headings such as employment, automobiles, real estate etc)

Special ads and inserts- These are usually ads by government or political parties sharing their achievements, giving notices, advocating an issue, promoting a candidate etc. Sometimes financial reports, initial public offering announcements etc are also published by organisations as special advertisements

Paid circulation- The number of sold copies Pass-along readership Total audience or readership=readers per copy (total

primary+ pass along readers) circulation

Audit Bureau of circulation of India (ABC) Registrar of newspapers for India (RNI) The Indian newspaper society (INS)

National Readership survey (NRS) & Indian Readership survey (IRS) by Media Research Users Council (MRUC)

Buying Newspaper space Rate units- column inches or column centimeters Standard Advertising Unit (SAU)- Square centimeter (sq cm) Rate card- Newspapers print their rates in a document called

rate card that contains prices and descriptions for the various ad placement options

Flat rates- standard advertising rates with no discounts Open rate- various types and levels of discounts based on

frequency, volume, desire to sell last minute unused space etc Contract rates- these are lower than open rates and are

offered to advertisers who plan to run a series of advertisements in a particular period usually one year and within a specific space purchase

Magazine Advertorial-(combination of advertisement and

editorial) admazines – These magazines are published by the

advertiser with the main objective of exclusively or selectively promoting their products. They may also carry editorial content. Airline inflight magazines featuring articles on destinations that the airline flies to, carrier’s ads and related editorial articles etc

Magazine advertising units few columns half page (vertical half page, horizontal half page) full page quarter page spread (two full pages opposite each other) column inches or sq cm island position- surrounded by editorial matter bleed ads- where in advertisements can be

extended beyond the normal margin of the page to the edge of the page

Out of Home Advertising Panels

Bus shelter Display

Display Vans

Taxi top & trunk display

Flags

Motion display

Pillar sites in Airport

Pole Kiosks

Public utility Wall painting

Neon sign

Glow signs / Signage boards

Minute Maid Pulpy Orange Inflatable Bicycle kiosks

Human kiosks

Eco-friendly outdoor advertising Medium

AccuRide AdBikes

Mobitisements

Revolving Window

Balloon with built in Television

Lugcart

CashurDrive

Packaging and Labeling Package- as all the activities of designing and

producing the container for a product. A package is the physical container or wrapping for a product Primary package Secondary package Shipping package

Functions of Packaging

Promoting and selling the product Defining product identity Providing information Expressing benefits and features Ensuring safe use

Mixed Bundling Sometimes multiple complementary items

are bundled together in one package. Mixed bundling is the practice of packaging different products and services together

Price bundling It occurs when two or more products are

placed on sale for one package

Blisterpack/bubble pack These are packages with preformed plastic molds

surrounding individual items arranged on a backing Aseptic packaging

It involves separately sterilizing the package and the food product, and filling and sealing the package in a sterile environment. Canning and bottling are examples of this method, which keeps food fresh for a particular time duration

Cause packaging involves using packages to promote social and political

causes. The issues on the packages may be totally unrelated to the products inside

label A label is an information tag, wrapper, seal, or

imprinted message that is attached to a product or its package. Its main function is to inform customers about the product’s contents and give directions for its use. It might contain a brand name or information. So it is the written, printed and graphic material on the package Statutory component Optional component

Branding through Advergaming

Types of Advergaming Above the Line or custom Advergaming

In this form of advergaming companies provide an interactive game in their website to attract customers and hope that they spend extra time on the website. The games developed by companies feature its products so as to increase awareness about the product among the potential customers

Below the Line Advergaming In this type of promotion companies generally develop games

related to their products and services and distribute these to their prospective clients

For example KID (Kindle Imagine Develop) created a video game known as Pepsiman

Through the Line Advergaming In this form of advergaming, URL hyperlinks are provided in the

games in order to prompt the players to visit the website which contains advertisements