INTRODUCTION TO

MARKETING
GROUP MEMBERS
Siddesh Goregaonkar 081
Hemant Rathi 095
Priya Pachisia 114
Karan Ved 069


PGDM B
INTRODUCTION TO ADVERTISING
Advertisement
Advertising is a form of communication for marketing and used to
encourage persuade or manipulate an audience to continue or take some
new action.
Basic Types
Television/ Music
Infomercials
Radio
Online Advertising
WHAT NEXT..????
SHOCK ADVERTISING
Shockvertising
It is the employment in advertising or public
relations of "graphic imagery and blunt slogans to
highlight a public policy issue, goods, or services.
Break through advertising clutter and create a buzz
Making High impact.
SHOCK FACTOR
Reasons for Shock Factor

The products themselves are "unmentionables" not to
be openly presented or discussed in the public
sphere.


EFFECTS OF SHOCK
ADVERTISING
Theory of selective perception

Choosing of Information by customer
1) Perceptual Difference
2) Target Audience

Long Term Branding Issues



Company History

The name comes from Benetton family who founded the company in
1965 in Belluno, Italy.
Benetton has a network of over 6500 stores in 120 countries and has a
turnover of 2 billion. (2011)
Chairman- Alessandro Benetton
Product- Shoes, Bags, Clothing, Accessories
Brands

Advertising Objectives of Benetton
Creating an un-conventional way of advertisement

Benetton wanted to stand out and be different from its competitors, so
the company used un-conventional ways to advertise by using shock
advertisement which was often bold and aggressive. This
advertisement method worked for the company because it brought the
awareness of how serious Benetton was in regards to some of the
issues we are facing in society.

Use of Art to bring Brand Awareness

Toscani used a variety of controversial images to grab
consumers attention. For example, there was an image
of newborn baby with the umbilical cord still attached,
which most would frown upon. This image embodied a
new life and new beginning.

Informing consumers of their Corporate
Social Responsibility

Benettons goal was to reach out consumers on a more personal level
by creating an advertising campaign the brought awareness of
discrimination, poverty, child labor, death, domestic violence, etc. The
ad campaign wanted people to be aware of all the issues that are going
on in the world.
Encourage action with use of shock
advertisement

Grab consumers attention to the social issues.

Ad campaign of 4 similar hearts


Famous
Unhate
Campaign
Change to conventional Advertising
Future plans of avoiding harsh and intense
advertisements
Objective of highlighting social issues
Pros and Cons of Benettons Ads
Pros
Cons

Grab attention
Long term awareness
Extreme content
Traditional v/s Shock




Offensive and Insulting
Direct and to the point
Show a reality which
may or may not be
accepted by large public
Use of more conventional Ads.
Yes or No??

..Suggestions????
Answer: Benettons Decision:
1. Difficulty in adaption to Change
2. Wealth of emotions and connections
3. Represents truth and honesty
4. Ruin what the company stands for
5. Rethinking of customers


History
Fashion House
Founder- Calvin Klein
Headquarters- Midtown Manhattan, New York
Current Owner- Phillips Van Huesen

Products- Jeans, Undergarments, Fragrance, etc.
CASE ANALYSIS
Controversial Ad Campaigns launched by company
from late 1970s till present
Developing anger with business partners, religious
leaders, family welfare groups, etc through Ads
Two most controversial Ads
1995 (Kiddie Porn)
1999 (Childrens Underwear)
Ad campaign of 1995
1. Alleged use of youngsters in sexually provocative manner
2. Kiddie Porn
3. Objections by Parents, Retailing companies and many more
4. Launching of probe by US FBI
5. Denial by Calvin Klein
6. Calvin Klein liked to generate sales through scandals and
featured nudity on a regular basis in its ads. Agreement by
most of them that the company has gone too far.
Controversial Advertisement-
The Growth Mantra
Subtle Designs

Making quick money by Sensationalism

Models shocking the audience by exposing lot of
skin
Gets Bolder and Bolder
Arrival of Kate Moss & rap music celebrity Marky
Mark
Advertisements were instant hits among the US youth
Showing of frontal nudity which did not get into
much controversy
Few Arguments
Company could note become a global fashion house
Sustain some interest in clothing line
Idea was to make the product look sexy

Talking of the underwear ads, Calvin said, "When I
advertise it, for sure I am going to show it to its greatest
advantage...

History
Born in France (1983), known as Lynx
Unilevers best selling brand
Launched in India in 1999
Different Fragrances
Facts, Advertising & Strategies
Slow Skimming Strategy
Leading Mens Deo in Europe
Nascent Deo market
Leaders Denim and Rexona
Import of Promotions
Adventurous Marketing
Brand Image
Market Share of over 35 % (Star)
Naughtiest Brand
Making brand approachable
Engagement of Customers
Business Strength
Girls make the first move
Changing Brand Fortune
New Variant- Dark Temptation

Product Failure- Twist and Instinct

Need of Global Hit

AXE angels descend in the market
PICTURE 2: Shock Advertisements
in India and their Impact
Bombay Traffic Police Campaign


CEAT Tyres


Tuff Shoes
THE ROAD AHEAD
Create a buzz and awareness of Brand
Indians use only traditional ads
Innovation and distinction
Not only promote a product but pass a strong social
message
Modification to suit Indian community
Dont hurt the sensitivities of Indians
IS THE EXTENT OF SHOCK
ADVERTINSING DEFINED IN INDIA?
IF YES TO WHAT EXTENT?

IF NO TO WHAT EXTENT IT SHOULD BE
DEFINED?

http://www.ndtv.com/video/player/news/shockvertisi
ng-why-sahara-s-ad-did-not-work/245899