08/04/2023 MKT026 – Advertising Tactics for Sustenance in Business 1

ADVERTISING TACTICS FOR SUSTENANCE IN BUSINESS

National Conference

on

"Emerging Challenges for Sustainable Business”

June 1-2, 2012, IIT - Roorkee

Aseem A KabirSree Gowri Rao B NSDMIMD, Mysore

Paper Code: MKT026

Venue: Committee Room (Ground Floor) DoMS-IITR

08/04/2023 2

Introduction

Advertisements has contributed for the emergence of

most of the savvy Indian brands

MKT026 – Advertising Tactics for Sustenance in Business

Indian

Market Foreign brands are turning to India with a far greater serious intent

Are Indian brands strong enough to compete with world class brands?

An aggressive move for

sustenance ?

Indian Market is booming up and is on a continuous trail of expansion

With the evolution of Indian market, advertising has become an intelligent tool

to cash in on lucrative business opportunities

Image Sources: jetairways.com, titanworld.com, tajhotels.com, depositphotos.com, desiedition.com

08/04/2023 3MKT026 – Advertising Tactics for Sustenance in Business

“A consumer is not a moron. Don’t insult his intelligence, and don’t shock him !”

The Visionary

Image Source: ogilvy.com

08/04/2023 4

Shockvertising & Rival Advertising

“Shockvertising” is a method of advertising that purposely offends and startles its

viewers in an attempt to “gain attention, encourage cognitive processing and

have an immediate impact on behaviour”

MKT026 – Advertising Tactics for Sustenance in Business

“Rival Advertising” is explicitly referring to another company’s product in an

advertisement, through which an attempt is made to hurt the company’s brand

value Image Sources: soumyadipc.blogspot.com, adsoftheworld.com, prettyciddy.blogspot.com, whataworldagain.wordpress.com, themarketers.in

08/04/2023 5

Research Methodology

Procedure:

• Online questionnaire circulated on social media platforms

• Printed questionnaire circulated in public places like malls,

restaurants,etc

Questionnaire:

• Detailed questionnaire of total 24, both open and close ended questions

• Showcased few of the recent shock ads and rival ads

• Various questions about their encounters with these advertising tactics

• Asked to indicate their agreement with the acceptance, brand building,

brand recall, media contribution and ethical aspects of these ads MKT026 – Advertising Tactics for Sustenance in Business

Target Population:

• Urban youth population residing in India

• Students and working professionals

Image Source: blogs.ubc.ca

08/04/2023 6

Brand Building & Brand Recall

MKT026 – Advertising Tactics for Sustenance in Business

Are these ads mild shockvertising?

Do they generate Brand Recall?Ad Rating:

Are they effective in Brand Building?

1 Very Acceptable 2 3 4 5 Highly Offending05

10152025303540

65%

35%

yes no

1 Not Effective 2 3 4 5 Highly Effective05

10152025303540

1 Not at all 2 3 4 5 Top of the mind recall

01020304050

Image Sources: fastrack.in, flyingmachine.co.in, info.blimessaging.com

08/04/2023 7

Media Contribution

The contribution of different media towards shock and rival advertisements has

been rated by the respondents to the survey.

A factor analysis is done considering the contribution of different media.

MKT026 – Advertising Tactics for Sustenance in Business

The component factors identified by factor analysis are:

• Facebook, YouTube and

other sites

• TV and Newspapers

• Twitter and Magazines

Major media contributing for the promotion of these advertisements are popular Social Media websites followed by TV and Newspapers

Factor Analysis

08/04/2023 8MKT026 – Advertising Tactics for Sustenance in Business

Social Media Contribution

fastrack 3,773,182 flying machine 687,738

more than 1,000,000 views

Image Sources: facebook.com, youtube.com, twitter.com

467,373Calvin Klein

Recent Examples of Shockvertising – Fastrack, Flying Machine, Calvin Klein

Recent Example of Comparative Advertising – The Hindu v/s Times of India

08/04/2023 9

Ethical Aspects of Advertising

“What is ethical to one person may or may not be ethical to

another person”

MKT026 – Advertising Tactics for Sustenance in Business

65% respondents - Advertisement should not necessarily follow ethics

80% respondents - Shockvertising for social cause is ethical

Majority of the people don’t really care much about the ethical aspects of

advertisements. They are indifferent to such issues.

If the advertisements are meant to shock for a social cause, irrespective of

the content, the advertisements are accepted as completely ethical by the

majority.

PETA Ad

Image Source: petaindia.com, info.blimessaging.com

08/04/2023 10

Managerial Implications

MKT026 – Advertising Tactics for Sustenance in Business

Shock cannot be translated into sales !

Explicit content is not the only key determinant

The personality and the morals and values of the individuals are the

better predictors of their reactions to ads

Ads should align with the segments with psychographic requirements

Most of the advertising literature suggests avoiding or dealing with

extreme caution when using explicit content in advertisements

Only high-sensation seekers respond positively to nudity, violent and

sexually explicit imagery in advertising

It is always advisable to design an advertisement in such a way that it is

acceptable by the public in general and conveys the intended message

to the targeted audience to avoid legal consequences and defaming of

the brand. Image Source: profitablepaidsurveys.com, nexuscadcam.com

Survey was limited to urban and sub urban class of people.

Respondents were exposed to the mild Shockvertising and Rival Advertising

with respect to few products only.

The study has been made irrespective of the gender.

An area of future research involves acceptance of these advertisements

with respect to

Different genders

Different geographic locations across the country and

Different age groups

08/04/2023 MKT026 – Advertising Tactics for Sustenance in Business 11

Limitations & Future Scope

08/04/2023 12

Conclusion

MKT026 – Advertising Tactics for Sustenance in Business

The only objective of Shockvertising and Rival Advertising is to stand out from

the masses of marketing messages that we are exposed to daily.

“Shock” tactics can work in this day and age for only those who genuinely

understand and know how to approach a situation.

People don’t want to be scared in doing what these brands thinks is best for

them.

The research concludes,

The research concludes that the people under study find Shockvertising and

Rival Advertising as quite offending.

The brand building and brand recall for these advertisements is moderate.

Social Media platforms, whose reach is widely spread, should be cleverly used for

the promotion.

08/04/2023 13

References

MKT026 – Advertising Tactics for Sustenance in Business

i. Aluf, Y., & Oz, S. (n.d.). Comparison-Advertising and Competition.ii. Anderson, S. P. (2009). Push-Me Pull-You: Comparative Advertising. iii. Ash, S. B.-H. (1982). Comparative Advertising: A Review with Implications for Further Research, in Advances in

Consumer Research.iv. Barry, T. (1993). Comparative advertising: What have we learned in two decades?v. Chan, K., Lyann, L., Diehl, S., & Terlutter, R. (2007). Consumers' response to offensive advertising:a cross cultural

study. International Marketing Review.vi. Chella, G. (2007). The changing face of Indian work culture. Retrieved from The Hindu Business Online:

http://www.thehindubusinessline.com/2007/09/10/stories/2007091051810900.htmvii. Dahl, D. W., Frankenberger, K. D., & Manchanda, R. V. (2003). Does it Pay to Shock? Reactions to Shocking and

Nonshocking Advertising Contents Among University Students.viii. Gupta, O. (2005). Advertising in India - Trends and Impact. ix. I.G, E., & R, S. (1993). Is The Message Being Received? Benetton Analysed. International Journal of Advertising.x. Kim, S. F., & Waller, D. S. (2003). Advertising Controversial Products in the Asia Pacific: What Makes Them

Offensive? Journal of Business Ethics.xi. Marathe, A. D. (n.d.). Choices, The Game of Comparative Advertising: Making Strategic. xii. Michael S. LaTour, R. E.-L. (n.d.). Female Nudity,Arousal, and Ad Response: An Experimental Investigation. Journal of

Advertising.xiii. S, H. (1988). Most Hated Ads: Feminine Hygiene. Advertising Age.xiv. Singh, R. (2011). Retrieved from Economic Times:

http://articles.economictimes.indiatimes.com/2011-09-19/news/30175948_1_brand-ambassadors-advertisement-flying-machine

xv. Stephen M. Smith, C. P. (n.d.). Understanding Responses to Sex Appeals in Advertising: An Individual Difference Approach.

xvi. Tom Reichert, M. S. (June 2011). The Naked Truth : Revealing the Affinity for Graphic Sexual Appeals in Advertising. JOURNAL OF ADVERTISING RESEARCH.

xvii.Waller, D. S. (2004). WHAT FACTORS MAKE CONTROVERSIAL ADVERTISING OFFENSIVE? - A PRELIMINARY STUDY.xviii.Whipple, A. E. (1983). Sex Stereotyping in Advertising.

08/04/2023 14MKT026 – Advertising Tactics for Sustenance in Business

Thank You !