Q1- Radio and Out of the home Advt are national reminder medium for national brands

Ans- Out-of-home (OOH) advertising is ubiquitous. Everyone is exposed to billboards and

transit advertising. There are many other forms of OOH. Wild postings, ads in airports,
bathroom stalls, locker rooms, on postcards, taxi cabs, coffee cups, the backs of tickets,
even on the sides of dogs being walked. Ads inside fortune cookies. There are few places
people go where they are not exposed to commercial messages.
Driven largely by the increase in the length of consumer commutes, the number of people
listening to the radio has grown over the last decade. With varied station formats, listeners
have a wide choice of options to satisfy their particular preferences. But, listener
fragmentation requires advertisers to buy multiple stations and formats to accumulate a
relatively large audience reach, offsetting the cost-effectiveness of radio. The introduction of
satellite radio and MP3 technology has stolen audience share from radio stations.
While some technology has hindered the reach of radio listening, other technologies have
enhanced radios appeal with consumers. Over 4,500 radio stations stream content online
through local websites, providing a one-on-one connection with listeners.
Radio Benefits

Targeting capabilities

Inexpensive compared to other traditional broadcast media

Builds frequency quickly

Branded promotions offer advertisers appealing community involvement

opportunities

No seasonal listener erosion

Radio Disadvantages

No visual component

Advertisers must buy multiple stations and formats to accumulate audience reach

Peak listening is during morning and evening drive times with relatively low
audiences during other day parts

http://www.emcoutdoor.com/why_outdoor.htm

Radio and OOH

The combination of radio and OOH reaches a mobile audience, offering a balance of sight
and sound.
Radio messages are susceptible to channel surfing. OOH can maintain the market presence
of a brand featured on radio after listeners have switched stations. Radio is considered a
frequency medium and OOH can increase the reach of a radio campaign by providing broad
market appeal to radio listeners.
EG- Bajaj Auto, Real Estate Companies( Oberoi,Lodha), Airtel ,Vodafone
Q2- AD agency Compensation Techniques .

. Commissions from Media: :

1. Commissions from Media: The traditional method of compensating agencies is through a
commission system, where the agency receives a specified commission (usually 15 percent)
from the media on any advertising time or space it purchase for its clients. Eg:Assume an
agency prepares a full-page magazine ad and arranges to place the ad on the back cover of
a magazine at a cost of Rs 100,000.The agency places the order for the space and delivers
the ad to the magazine. Once the ad is run, the magazine will bill the agency for Rs
100,000,less the 15 percent (Rs 15,000) commission. The media will also offer a 2 percent
cash discount for early payment, which the agency may pass along to the client. The agency
will bill the client Rs 100, 000, less 2 % cash discount on the net amount, or a total of Rs
98,300.The Rs 15,000 commission represents the agencys commission for its services. The
commission system had many advantage, including: 1. Traditional and well understood. 2.
Simple and easy to operate. 3. Inspite of its conceptual imperfections it worked well in most
cases
2. Fee Arrangement :
2. Fee Arrangement Under the fee structure, the client and the ad agency negotiate a flat
sum to be paid to the agency for all work done. The agency estimates the cost (including out
of pocket expenses) of servicing the client who either accepts or negotiates for a lesser
amount. Negotiations continue until an agreement is reached. There are two basic types of
fee arrangement systems. In the straight or fixed-fee method, the agency charges a basic
monthly for all of its services and credits to the client and any media commissions earned.
Agency and client agree on the specific work to be done and the amount the agency will pay
for it.
3. Cost plus agreement :
3. Cost plus agreement The cost-plus system is generally used when the media billings are
relatively low and a great deal of agency service is required by the client. This happens most
often with industrial products, new product introductions etc. that require disproportionate
amount of agency help in preparing brochures, catalogues and other non- commissionable
marketing activities. Under a cost-plus system, the client agrees to pay the agency a fee
based on the costs of its work plus some agreed-on profit margin (Often a percentage of
total costs).This system requires that the agency keep detailed records of the costs it incurs
in working on the clients account . Direct costs (personnel time and out-of-pocket expenses)
plus an allocation for overhead and a markup for profits determine the amount the agency
bills.
4. Incentive-Based Compensation :
4 . Incentive-Based Compensation Many clients these days are demanding more
accountability from their agencies and tying agency compensation to performance through
some type of incentive-based system. While there are many variations, the basic idea is that
the agencys ultimate compensation level will depend on how well it meets predetermined
performance goals. These goals often include objective measures such as sales or market
share as well as more subjective measures such as evaluations of the quality of the agencys
creative work. Companies using incentive-based systems determine agency compensation
through media commissions, fees, bonuses, or some combination of these methods.
Q3- RURAL Communication

The effectiveness of rural marketing communications, to a large extent is influenced by the

media habits of the rural consumers. Though all types of media is being used in rural area, in
view of low level of literacy, audiovisual media- radio, TV and films assume major
importance. , the Indian rural market with its vast size and demand base offers a huge
opportunity that MNCs cannot afford to ignore. With 128 million households, the rural
population is nearly three times the urban. (Richa Mishra), (Balakrishna 2004). That means
rural India can bring in the much needed volumes and help FMCG companies to log in
volume-driven growth. Over 70% of Indias 1 billion plus population lives in around 627,000
villages in rural areas. This simply shows the great potentiality rural India has to bring the
much-needed volumes and help the FMCG companies to bank upon the volume driven
growth.
Of late, there has been a phenomenal improvement in rural incomes and rural spending
power. Successive good monsoon has led to dramatic boost in crop yields
Obstacles to rural marketing or Barriers to rural marketing
The Rural market is not only large, but highly scattered geographically. It should also be
recognised that it is not that easy to operate in rural market because of several daunting
problems that adversely effect the growth of the rural market are also to be
enlisted.According to Bose, the rural markets remain untapped because of three Ds:
distance, diversity and dispersion. (Vivek Pareek) There are problems with distribution, with
language, the products themselves may not be in the right sizes and at the right process,
there is not much infrastructure, literacy levels are low, so is per capita income, the number
of rural retail outlets are low , rural credit is lacking, banking facilities are inadequate,
spurious brands flourish, demands are seasonal and villagers are highly suspicious of the big
city types, they feel exploited - all these factors make the rural markets a bitter pill to
swallow
Challenges in rural communications There are many challenges to communication in
rural areas. Several constrains like illiteracy, poor communication facilities, infrastructural
inadequacies, poor media reach and exposure and vast, heterogeneous and diversely spread
rural audiences characterised by variations in language, culture and lifestyle, traditional
bound behaviour of the rural consumers, unwillingness of the sales people to serve in the
rural areas etc, all these factors pose challenges to marketers looking to take their
messages to the largely media-dark areas, of rural markets
http://www.fao.org/nr/com/gtzworkshop/a0892e00.pdf

Q-top trends in digital Marketing

Artificial Intelligence

As of now, the most common use of artificial intelligence in marketing has been in the form
of machine learning. Programmatic buying arose as one of the most prevalent uses of
machine learning a few years ago, and other uses of AI include predictive customer service,
recommendations, and content curation.
According to AdRoll CMO Adam Berke, the key to AI is understanding what it does and
doesn't do - especially in regards to advertising.
"Advertising, even as we move into a digital data-driven paradigm, still involves strategy
and creativity," he said. "While machines can be powerful to make real-time decisions and
remove human bias, the element of strategy needs to be inputted into whatever system
you're using."
The lesson? Even in 2016, AI and machine learning won't get you results without your own
touch of strategy and creativity.
Snapchat
It certainly feels like Snapchat is everywhere this year. Whether sponsoring Cannes Lions
Innovation, releasing new features, or taking over older generations, there's no denying the
social network is ubiquitous. Its monthly active user base just hit 300 million, making it an
attractive platform for advertisers.
Even with all the hype and momentum, Snapchat is still very much in its youth.
"There's a lot of excitement around Snapchat right now and a lot of positive characteristics
of the platform," Berke said. "It's an engaged audience and the ad formats are compelling to
certain types of marketers. I think it's extremely early in the trajectory of that platform;
they're just getting up and running, campaigns have been run manually, and the API is still
being built."
Keep your eyes out for more updates to Snapchat's API and advertising solutions this year once improvements are made there, expect to see even more growth.
Mobile
It feels like every year for the past five years was proclaimed "The Year of Mobile." This year,
that proclamation came true. Brands have put concerted effort into reaching consumers on
the devices they actually use.
According to Berke, we've reached a tipping point this year.
"The root interest in mobile is that it's where the audience is," Berke said. "I think it's a
situation where the consumer behaviors have been way out ahead of the marketing tools
and knowhow, so that's why there's been a lot of excitement but not a lot of traction."
Marketers are getting savvier with mobile strategies, too. Think With Google has released
extensive research on micro-moments - fleeting instances that occur whenever a consumer
grabs their phone to look something up, make a purchase, go somewhere, or any of the
many things we use our phones to do. The crux of micro-moments is the ability for a brand
to win the ones that matter with engaging, useful content.
For the rest of the year, marketers will further refine their mobile strategies around clearly
defined objectives and metrics.
Personalization

Consumers no longer think personalized marketing is creepy. In fact, 73% of them prefer
brands that use information to personalize their shopping experiences. Why? Because
consumers demand immediacy and expect brands to meet their context.
"Personalization can result in a better user experience," Berke said. "Whether it be
marketing or in-app or on-site experiences, you can tailor those based on what you know
about that user and that can result in a much better relationship with that customer."
Personalization also gives marketers more freedom with their content - they don't have to
stick to a rigid content schedule organized by theme. And that freedom is a good thing,
according to Brian Solis, a top analyst at Altimeter Group.
"Marketing calendars make you think about quantity, not quality," he said. "They are not
drivers for earning meaningful attention and engagement. Your customers are already
overwhelmed with mediocrity, so don't flood them with more."
The best way to stand out to them? Treat them as the individuals they actually are with
personalized marketing.
Email Marketing
We've probably read just as much about the death of email marketing as we have the year
of mobile. Why? Probably because consumers see nearly 250 marketing messages each day,
the majority of which are email newsletters and updates.
That doesn't mean email is dead; it does mean marketers need to do better with email
marketing.
What's the best way to make emails better? Keeping them relevant to consumers' context.
Marketers using segmented email campaigns report a 760% increase in revenue. The more
granular you can get with segments, the better. As noted above, personalization is a top
trend for the year and will only continue to increase in importance.
Another way marketers can do better with email marketing is through creating opt-in
audiences, according to Content Marketing Institute's Joe Pulizzi.
"I'm most excited and focused on building an opt-in audience with email," he said. "There is
so much bad email out there, that actually cutting through the clutter with an amazing email
newsletter is possible today."
By building an opt-in audience, you create an engaged subscriber base. In fact, letting your
subscribers churn can actually improve your marketing.
Marketers know email marketing isn't really going anywhere, for now, so expect to see email
marketing become increasingly segment and personalized.
1. Digital marketing and the ever growing ecommerce and search engine
marketing:
Search engines are expected to get serious competition from Facebook and Twitter for
ecommerce and search market share. Facebook is currently working on its own search
engine, which would bring superior search capabilities in social media. This would allow
businesses to interact with end customers through the Facebook messenger application and
would give them freedom to buy products through the app, receive notifications and spread
the work to their friends.

2. Influencer marketing:
One thing all marketers would be chasing in 2016 is influencers; to expand business
horizons and acquire new customers with their help. The focus has shifted from targeting the
whole market to specific individuals who have influence over what, how and when people
buy things. All marketing activities revolve around these individuals to increase sales.
Influencer marketing is your typical verbal or non-verbal communication process which has
gone on to a bigger scale. Influencers could be known figures in the community, they could
themselves be potential buyers, or third parties such as industry advisors, journalists,
analysts who would support/promote your product in some or the way.
Imagine someone who is a youth icon and endorses or promotes your product on social
media with just a picture; this will certainly contribute in skyrocketing your sales. In fact, in
many scenarios, influencer marketing works much better than SEO, PPC, advertisements, in
a given time frame.
3. Content Marketing:
Content marketing has changed the way organizations have been interacting with their
customers, along with driving organic traffic through search engines. It acts as a bridge
between audience and the brand, and is also a reason behind getting that audience
converted to customers.
Content has always been a way to get relevant traffic and potential customers on your
website, but in the current scenario in 2016, it has become even more important with the
rising advertising costs involved in social and traditional mediums.
The best part about content is - it comes in handy when you do not have funds to invest in
flashy outbound marketing campaigns, as content comes almost 60 per cent less costly.
4. Content re-marketing:
While we all know that content is the king and you would always need content to lure
customers to your website, you also have to strategically re-market the content that has
paid-off.
You would need to design campaigns that help recapture people who have visited the
website in past and make them see your content while they are reading an article or
watching a video on some other site.
This would not only remind them what they read in past while visiting your webpage, but
also help them take a conscientious decision while making a purchase.
5. Persona Development:
A lot has been said of personas and how can they help you or what may be their drawbacks
when the research is not conducted with precision. With all pros and cons seen in last couple
of years, 2016 looks like the year for persona development.

Startups have been the best users of personas as they want to be at right place at right time
with right technology for right people. Businesses in online marketing or ecommerce
industry can best benefit from personas to identify and convert potential customers to
buyers searching for specific products or services on various online mediums.
These are just some of the 2016 trends; stay connected for more updates in digital
marketing, social media marketing and web designing trends in 2016.

Q-Type of Agency
FULL SERVICE AGENCIES
The full service agencies carry out research, create, plan, produce advertisements and select
media. Other services offered by the full service agencies include sales training, sales
promotion, strategic market planning, event management, package design, trade shows and
public relations.
CREATIVE AGENCIES
Creative agencies job is to create the actual advertisements only. The creative agencies
create interesting and imaginative advertising themes and also produce original and
innovative advertisements. A client that contracts a creative agency will also have to
contract another advertising agency to carry out other administrative functions relating to
advertising.
SPECIALIZED AGENCIES
A Specialized agency offers its services within a certain industry such as real estate,
financial, medical and education or a particular function e.g. public relations, research,
marketing and internet.Specialised agencies therefore concentrate on specific areas only.
IN-HOUSE AGENCIES
In-house agencies are owned by the advertisers. The In-house agencies are formed and
supervised by the company. They perform all functions relating to advertising the companys
product as in the case of full service agencies. Most companies establish the in-house
agencies in order to cut the cost of advertising. A company may use its in house agency only
or may contract an external agency to work together with its in house agency.
INTERACTIVE AGENCIES
Interactive agencies are a bit unique from others because of the services that they offer.
They offer services such as web development and web design, internet advertising-

commerce consulting and search engine marketing. Interactive agencies became very
popular before the other advertising agencies fully adopted the use of internet.
MEDIA BUYING AGENCIES
A media buying agency is a company that buys television and radio time and then resells
the time to other advertising agencies and advertisers. Media buying agencies also assist
the advertisers to plan the media strategies. Media buying agencies normally buy a lot of
space and time from the various media stations thus they are given huge amounts of
discounts that enable them sell the television and radio time at low prices to the small
advertising agencies and clients.
SOCIAL MEDIA AGENCIES
Social media agencies do product promotion of the clients products on the different social
media platforms such as social networking sites, discussion forums,blogs,microblogs and
Q&A sites. The two main services offered by social media agencies to clients are online
reputation management and social media marketing.
HEALTHCARE COMMUNICATION AGENCIES
Health care communication agencies offer marketing and strategic communications services
for life science and healthcare industries.
MEDICAL EDUCATION AGENCIES
Medical education agencies create educational content for life science and healthcare
industries. Their two main areas of specialization are continuing medical attention and
promotional education

Q-Brand Equity

Brand Awareness
In the book Building Strong Brands by David Aaker, Brand Equity is defined as a
psychological measurement of retention strength in a persons mind. In marketing, this
would be the strength of retention of brand presence without aggravation. Hence,
recognition plays a significant role in garnering every foothold of awareness.
Plainly speaking, recognition from ones face of a friend to another or a product from its
closest rival is the discerning factor of differences between each. Brand recognition answers
why this brand differs from another, which could be positive or negative.
However, varying types of awareness in Marketing also differ from each other depending on
the point of view of the customer or audience.
Brand Recall This refers towards a particular product class. This is often seen in basic
fashion or RTW and footwear wherein a particular model stands out. For example, premium
basketball shoes equates to the Nike Air Jordan.
Brand Name Dominance This occurs when the audience can only provide the name of a
single brand. For example, Xerox for photocopiers, Kodak for films, and Coke for softdrinks
To create awareness is no easy thing to do or achieve. For most, it takes decades such as
those mentioned above; and for some, just a short amount of time is needed with the help of
advertising. Clear Shampoo andLucky Me have made the top billing among those with
dandruff problems and hungry mouths. The companies behind them only took 3 to 5 years
to be on the leader board and take market share. It also took them millions and even billions
of pesos spending on ad spending alone.
Perceived Quality
Percieved Quality is Brand Association that is elevated to the stature of Brand Asset for the
following reasons:
Perceived Quality has been shown to directly affect Financial Performance. It is the single
most important contribution to Return Of Investment (ROI) which enhances price and market
share price (i.e. impact on stock return). We often see this among high-end luxury goods like
Louis Vitton, Bulgari and Macintosh. Moreover, it is a major driver of customer satisfaction.

Perceived Quality as a Strategic Thrust. This forms the foundation by which companies base
what and how their own company Brand should be perceived and reinforced by the right mix
of the 4Ps in Marketing. For example Jollibee one the best known Filipino brands catering to
fast, efficent and delicous meals, is priced towards the base of the marketing pyramid.
Having the greater majority of the population belonging to the middle to lower and scale,
modest pricing with good food makes perfect sense.
Perceived Quality is linked to and often drives other aspects of how a Brand is
perceived. Given our strategic thrust mentioned above, true understanding of quality world
class service from the customers points of view should be of top most importance.
However, Perceived Quality is not equal to Actual Quality. This is a trap I often times see in
the course of my Marketing career. The prominence of a particular product in Advertising
overshadows the Actual Quality of a product.
One of the top Cellular Telecommunications companies spends billions of pesos and
promises to provide the fastest internet mobile connection, widest coverage, etc. But in
reality, customers find difficulty in the basic means of connecting to the Internet and
experience slow speeds. Customer service is likewise abysmal. In this scenario, it is very
important to protect the overall brand than the product.
Brand Loyalty
There is a saying in Marketing which holds true, It is less costly to retain customers
than to attract new ones. Brand Loyalty encourages and justifies loyalty building
programs. Loyal customers will always provide value to a commodity or service thru referrals
and endorsements with multiple purchases. Empower your current customer to be sellers
themselves multiplying your sales base/manpower immediately. No form of advertising
can equal true testimonies of real time customers. APPLE,BMW
Brand Identity
Brand Identity can simply mean the colors, shape and look of a company or product logo
the yellow arches for McDonalds or the check symbol for Nike (Nike, meaining God of the
Wind).
However, one should look beyond the obvious and classify Brand Identity as an
establishment of relationships between the Brand and Customer by generating a value
proposition involving functional, emotional and self expression.
A mass-based product isnt entirely wrong especially when we compare excellent service,
infrastructure and pricing from the competition. Negatives can easily become
opportunities when using information set by your competitors as opportunities to reach
the level of dominace over the market.
Brand Identity garnered through analysis and survey is vital towards the future. It can lead
to opportunities to gain new ground in ones immediate market.
Brand Association
In relation to Brand Identity, Brand Association reflects the same or equal status of our brand
towards other brands in competition or otherwise. In events marketing, companies often use
similar non-competing brands for sponsorship purposes. Brand Managers from
FMCG1 companies often ask, Who else is sponsoring this event? because brand
associations are critical in building a strong brand.

Creative brands such as Nike strategically aligned with another premium brand that is
known to think differently. Nike hooked up with Apple for its Nike + Ipod campaign where
Nike shoes are fitted with an Apple transmitter that can record the pace, distance and
location of its customers. More recently, we see Sunsilk aligning with the top hair experts
from around the world from New York to Japan as if stating that we are also a premium brand
thats supported by experts who charge $1,000 per haircut.
Brand Associations can easily position or elevate a brand simply with partnerships and
alliances with other brands in creating a new service, product or advocacy for that matter.

Q) MARKETING CAMPAIGNS OF 2016

https://blog.bufferapp.com/marketing-campaigns-2016

http://digitalagencynetwork.com/most-creative-and-effective-marketing-campaigns-2016/