Political ads are often the most difficult to evaluate. Sometimes popular ads aren’t really effective. As election campaigns in US And India gain momentum, 4Ps B&M looks at some of the most memorable yet potent political ads across the globe that changed the game of power forever
 
The 7,200-seat Magness Arena at the University of Denver in Colorado was packed with spectators on Wednesday night on October 3, 2012. All spotlights were on President Barack Obama and Republican Presidential candidate & former Massachusetts Governor Mitt Romney as they prepared for a face off in their first Presidential debate. Before the debate started, everyone expected Obama to get through it without a gaffe. The onus was on Romney to keep his hopes of the White House alive and as such needed to convey a strong message. Given his draggy speeches, it seemed like a tough task for Romney, but as the debate approached its end Romney knew he had delivered.

As per a study undertaken at Massachusetts Institute of Technology, Cambridge, titled Rapid Perceptual Integration of Facial Expression and Emotional Body Language (Hanneke, Corne, Beatrice, et al), “The face and the body both normally contribute in conveying the emotional state of the individual.” That’s exactly what the 67 million viewers across the globe attested that day. While the Republican challenger appeared practiced, at ease, confident and fluent in all things Obama, the President looked shaky. Obama’s answers were slow, flat and cautious. In fact, one of the memorable moments of that night will be Romney, standing confident and beckoning from the podium while Obama, head down, playing into his image as philosophic.

Although a week later a vehement Obama ramped up his attacks on Romney’s debate performance, telling supporters that what they saw from his opponent in Denver last week “wasn’t leadership, that’s salesmanship,” most of the damage had been done. According to Gallup (a research-based performance-management consulting company based in US) poll, Romney had scored a 52-point debate victory over Obama – the biggest since the polling giant began tracking debates 20 years ago. The previous largest margin was 42 points for Bill Clinton over President George H.W. Bush in the 1992 Town Hall debate in which the latter famously looked at his watch and the former proved proficient in expressing compassion for voters. Well, we all know the final result! So, will this debate too go down as one of those that matter? Although it won’t be a game-changer like Kennedy-Nixon in 1960 or Bush-Gore in 2000, one thing is sure that it could mark the start of a likely comeback for Romney, particularly if he can keep up with Obama at this pace. For now, it’s one up for Romney.

Even Pew Research Center reported this “as the most dramatic shift in a national poll during the entire general election campaign”, with Romney’s fortunes improving in almost every respect. This certainly comes as a real shocker for Obama and his allies who, since April 2012, have coughed up $164 million on 363,000 ads, as against Romney and his allies who have spent a third of that, $57 million on 127,000 ads (according to an NBC News/Smart Media Group Delta analysis, more than $512 million has been spent till September 30, 2012 by both the parties in campaigning, more than the total amount spent on ads in the 2008 election).
 
This dramatic shift is one of several such instances in the history of modern politics when effective communication (“the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behaviour”) has changed its course. After all, it’s a process that determines what consequences a political message will have on both voters and competing political institutions. “Political communications has therefore always been central to the electoral and policymaking process but in the last decade certain important structural developments have fundamentally altered this process, particularly postwar trends in the mass media moving from the traditional world of newspapers, radio and television broadcasting towards the Internet,” states Pippa Norris, Faculty of Comparative Politics at the Kennedy School of Government, Harvard University in one of her research paper on Political Communications. In fact, sometimes how a candidate looks is more important than what he says, or a few right words are more effective than a long speech or rhetoric.

There are ads, and then there are those 10 that have personified the concept of how branding can be made to work for the product most efficiently and effectively. From creativity to brand recall, from concept to execution, these 10 advertisements have gotten our attention; thanks to the commitment of the teams that created them. We present you with our review of the top three ads.

What’s yours is mine

Advertiser: Airtel Internet
Baseline: "Jo Tera Hai Wo Mera Hai"
Agency: Taproot India

4Ps B&M Take: Well friends, they seem to have done it again. Taproot created waves with their ‘Har Ek Friend Zaroori Hota Hai’ (HFZ) jingle for brand Airtel last August. So when we heard that they were working on a similar ‘friendship theme’ for another communiqué for the telco this August, we were pretty certain that they would not be able to better HFZ which became a rage among youngsters. But guess Taproot India just loves to prove us wrong. You can accuse the new jingle – released on 5th August Friendship Day – and its execution of being ‘inspired’ by the previous one, but it is just as catchy, as natty and as groovy as they come. And more pertinently, it is highly relevant to the target audience with just the right dose of consumer insight woven around the concept of sharing. Cashing in on the current fashion among the young and the young at heart to ‘share’ everything online with their friends, acquaintances and everyone else, the very-hummable jingle supports the core promise of Airtel Internet to enable easy sharing and staying connected with friends online via mobile phones. The accompanying visuals – youngsters having fun on an open-top bus in Mumbai rains, constantly sharing pics and updates via social media – are simple yet provocative and endorse the core promise. Not understated and classy, this one’s loud and in your face – but in a way that wows!
 
Aam aadmi’s paatshala

Advertiser: Kaun Banega Crorepati
Baseline: “Gyan Hi Aapko Aapka Haq Dilata Hai”
Agency: Leo Burnett India

4Ps B&M Take: When the inimitable Mr. Bachchan really sets out to woo the junta, Sony Entertainment Television need only sit back and watch the returns literally jingle their way in. Last year Kaun Banega Crorepati (KBC) Season 5 promos became the most recalled promos on the idiot box. If the first few promos released this year are any yardstick, Season 6 promises to be no different. This year the reigning theme to woo viewers back to the million dollar quiz show is about how knowledge is the great leveler in a nation riddled with social and economic inequalities. Even better, the message is not delivered in the usual somber mood as is the norm for such socially relevant communications. Instead, laced with superbly crafted storyboards and a dash of understated satire, the promos pack a punch. So one promo has Hindi-medium educated Bhaskar gunning all his life for the big prizes in friends, love and career, but eventually making the cut of acceptability only by showcasing his knowledge and winning a big KBC booty; another weaves itself around the concept of the unwanted girl child and how she gives it back to society by doling out the right answers on the sets of KBC; and yet another has the son of an economically underprivileged father – always losing out to sons of the ‘bade baap’ (rich fathers) – and how he makes his ‘poor’ father proud by flaunting his common sense on KBC. It’s tough to keep viewers coming back for a quiz show each year. But the drama and benefit focus in successive KBC promos are half the job done anyway.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Erik Simpson, partner and the creative director for San Antonio (US) based esd & associates, suggests four ways your web analytics can shape marketing strategy
 
Once you launch your website, people find it in their search results and visit your site. The web server is “watching” them, tracking how much time they spend on the site and which pages they visit. The web server sees the i.p. address of the computer the visitor is using to access the web, and it can find out where the computer is.

Data to dissect
The server will share all of this information with you in a website analytics report. Time spent and pages visited are just the basic facts. The server can report:
1. Unique users and repeat visits
2. Navigation behaviour
3. Usage data by hits, kilobytes and session
4. Landing pages, exit pages and files downloaded
5. Referral sites, search engine referrals and search terms
6. User location

Key performance indicators
All of this data is useful for evaluating and evolving the website design over time, but if you can interpret the data, it will tell you a lot about your products, your audience and your brand. These “key performance indicators” are not only valuable for assessing your web design – they can help you evaluate your overall marketing effectiveness, public perception and brand communication.

Your website structures your brand communication – it describes your company and engages your audience in a clear and organised manner. By observing user behaviour as it is revealed in website analytics, you learn a lot about your customers:

One: what they are looking for
Today’s shopper browses the web before they browse your aisles. Analytics can tell you what keywords or keyword phrases your web visitor used to find you. By charting the visitor’s path through your site, the reports can show you the customer’s thought process: “home improvement” to “tools” to “hammer.”

Two: where they come from
Knowing where your customers came from helps you assess the effects of your marketing initiatives. Analytics can tell you about the geographical origins of the servers visiting your site, but a more telling statistic is the referring site. If your website is well optimised, search engines will probably be the source of most of your inbound traffic. However, a more significant report comes from the other sites where the user found your link.
 
Direct address comes from people who type your url into the browser. If you have an active off-line campaign, including a simple domain name in every print advertisement, billboard, location sign, broadcast spot and business communication If you have an active social media campaign, you may find visitors drawn to your site by a tweet or post – particularly those that include your link.

If you have an active Internet ad campaign, either with banners or cost-per-click campaigns that include display networks, you could see results from all kinds of related websites. esd is currently managing a nurse recruitment campaign. We were startled to find an incoming link from “HighwayHypodermics.com” until we discovered it was a site for traveling nurses.

If you are an active blogger in your industry, and include your link when you comment on other blogs, you may find traffic coming in from those sources.

Three: where they “landed”
Not all of your traffic has to come in through your website’s “front door” – the home page. As you can see in the referring metrics, inbound links can come from a variety of sources across the web. Since many of those links originate with your own marketing activity, you can target your inbound links to various “landing pages” within your site.

You are targeting your customer on both sides of this technique – you are planting links in specific location (a pizza delivery Internet ad banner placed on a sports page) with an appropriate offer (the “Super Big Super Bowl Pizza Deal”) linked to a page you published on your site specifically to promote (with localised phone numbers and an online order form) the offer.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
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Living down a famous dad’s name is never easy in any calling. Advertising is no different. For years, I pasted on a fatuous and moronic smile every time my surname came into play, invariably leading to the inevitable “Oh, so you are Sanat Lahiri/ Sanatda/Sanat Babu’s son? Naturally, advertising is in your blood!” Proud and happy as I was – and a bit embarrassed, awkward and inadequate too! – the truth can now be told since both my dad and the guy who turned me on to mosey across to Adville are up there, bogeying in the biggest Ad Congress of all!

No, advertising was not really in my blood; and no again, I did not come into advertising because of my famous [ex-Lintas, Dunlop, Tata, ICI. First Asian President of the IPRA, past President of PRSI & ABC, moving force behind Kolkata Ad Club, and Communication Consultant to the United Nations Economic Commission for Asia & Far East] dad. It was because of a maverick called Kersey Katrak, and an advertising agency called MCM (Mass Communication and Marketing)!

It all began in college when, accidentally, a couple of ads slammed my retina. It was my first introduction to the supernova and his audacious take on advertising. Sharp, in-your-face and brazenly unapologetic, the ads challenged you to ignore them, as they teasingly went eyeball to eyeball with you! It really shook me up! Instantly – I was in my final year of English Honours at Kolkata’s St. Xavier’s College – I dumped all thoughts of journalism and zeroed in on knowing more about the freako who’d made the ads and his shop. I had discovered my Camelot!

My dad [while not doing a tango as he listened to my breathless whoopee about those advertisements and wild plans for the future] was supportive. I am forever grateful for that. Coming from a different space and conditioned to the politically correct and conventional stuff dished out by the likes of JWT, Ogilvy and Clarion [Bates] of those distant [60s & 70s] times, Katrak’s provocative and way-out stuff could well have freaked him out – but he appeared cool. It was my life and he was there to guide – not monitor – my moves, if and when called upon to do so. In the break that existed between exams and results, I did a quick orientation course at JWT to get an authentic reality-bite into the industry I was dying to join. After completing it – loved it – I immediately left for Mumbai… Operation MCM!

After Kolkata and JWT, Mumbai, MCM at Colaba (Bakhtawar) and the super-hot dude who authored the show blew my young mind! The advertising agencies back home were nice n’ smart in an old fashioned, conventional way [“We’re here to do business, not entertain, deah boy!”] but what was this? The interiors were surreal and psychedelic! A pub, disco or an Adshop? I felt I was suddenly transported to Lucy-in-the-sky-with-diamonds land! Man, this truly was a life-after-death experience…! Just as I was recovering from this sublime and heady ambience, a tap on the shoulder got me face-to-face with the man himself…
 
Sporting Jeans, a cool Tee and comfy sandals, Kersey Katrak of the trimmed beard and glowing handsome face didn’t look a day older than 30, although he was reported to be in his mid-thirties. After warmly greeting me, ushering me to a small anteroom and ensuring that my Elvis-like trembling cooled off [was this for real?!] he did two things that made me love him – and the profession – for life. First he clicked a button that got the shades of the windows to part… in theatrical slo-mo… offering a spectacular view of the sea. While I stared zombie-like at the impossibly amazing visual, he politely enquired whether I would like to join him in enjoying a Pink Gin or Gin n’ Tonic? Seeing my chloroformed look, he assured me that it wasn’t fatal, my dad would approve and most importantly, a great way to connect with creativity. “Leaning on the juices and wetting the old tonsils does wonders for anyone keen on waking the dead, son!” intoned the great one. [I was to understand the full import of this, with time.]

After a few sips of the magic brew and lots of help from the Guru, I let fly. I showed him some of my published poems and articles and gave him my expert opinion on advertising and my plans, once I entered the business. He listened with great interest to this greenhorn [whose tongue was loosened by a drop and friendly encouragement to keep going], sometimes inviting me to recite some of my favourite poems. He confessed he loved poetry too and even wrote some “in my lighter moments”. Suddenly, without any reference to context, he said “You’re on, buddy! Join us first of next month. You will have to relocate, struggle, stay away from family and girlfriend. You will receive a stipend but will have to be supported by your old man. Once we see that you are settled and flying, everything will fall in place. Just remember one thing. MCM is not an ad agency. It’s a temple and disco which worships and celebrates ideas that transform lives… good luck!” Exit Kersey Katrak. Enter the incredulous beginning of dream, floating on air all the way to my host’s residence at Bandra… and later, all the way back to Kolkata! For a variety of reasons, alas, MCM didn’t work out for me and I ended up joining JWT, Kolkata, where I was privileged to interact with and learn my craft from another great and towering icon, Subhas Ghosal… but hey, that’s a story for some other time. This one’s about Kersey, who is widely considered the father of creative advertising.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
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Coca Cola is steadily being converted to a corporate brand, but health concerns due to the 'cola' association still haunt the company
 
Its legendary cola rivalry with PepsiCo is now over two decades old in India, but Coca Cola India as a company seems to have realised that there are many more brand battles to be fought and won in India’s Rs.190 billion soft-drink market. You would have had a feeler of this on the idiot box of late. Coke’s supposedly unpretentious brand – Limca – roped in Kareena Kapoor as brand ambassador and unleashed for the first time (ever since its acquisition from Parle Group) an exclusive commercial for a big-ticket event like IPL. Moreover, Coca Cola is not only eying the soft-drink market. The group recently announced that they will pump nearly $3 billion into India over the next eight years.

Yes, it’s Coca Cola’s Limca vs PepsiCo’s Mirinda – the latest battle to watch out for. Earlier, Coke resorted to the oomph of Bollywood divas like Riya Sen, but it never had an exclusive star brand ambassador. To increase it’s market share from 12%, the group has changed it’s punchline to appeal to the achievement-oriented youth. Anupama Ahluwalia, Vice President - Marketing, Coca-Cola India & South West Asia, affirms, “Limca stands for great thirst-quenching and rejuvenation. Our new campaign for 2012, ‘Pyaas Badhao’, takes it to the next level - first increase your thirst and then quench it with Limca!”

Atul Singh, who heads India and the southwest part of Asia for Coca Cola, took over the reins around seven years ago and under his leadership, the Indian arm’s share in Coca Cola’s global sales has grown from 1% to around 2.5%. With the latest FDI announcement, the agenda is to catapult India to the league of Coca Cola’s top five markets globally from its current rank at 10. He has announced that in the coming years, Coke would be paying more attention to other brands and creating new brands. The future lies in healthy beverages and juices, and Coca Cola India is certainly upping the ante on that front.

However, the company’s basic strategy to attract ‘consumer recall’ for its flagship brand Coca Cola remains intact. In fact, the company seems to be giving brand Coca Cola a much more larger than life sheen beyond soft drinks in India through corporate identity branding. This is visible with their ‘Umeedon waali dhoop...” campaign. With McCann Erickson, Coca Cola has intelligently used children in the advertisement and talked about the positive impact that Coca Cola, the company, has on the world at large. As is known, Coca Cola roped in R. Balki’s Lowe Lintas and V. Sunil’s Weiden + Kennedy. With Lowe Lintas, the company came out with its latest ‘Cricket ki Khushi’ campaign with ‘Happiness Ambassador’ Sachin Tendulkar at the onset of this summer. The campaign commemorated the exhilarating spirit of the game that binds people together irrespective of their locales or their circumstances. The company has also launched a ‘Support my school’ initiative with Sachin Tendulkar and a few campaign partners (NDTV, UN-Habitat, Charities Aid Foundation, Tata Teleservices, Pearson Foundation & Sulabh International), which provides amenities to schools in backward regions from basic sanitation to infrastructure facilities like computer labs and libraries.
 
As a part of their Integrated Marketing Communication strategy, the group sustained it’s marketing platform of Coke Studio like last year. The aim is to beckon generation next through the platform of music and create a strong brand association with Coca Cola. In this second season, the programme involves over 200 artistes collaborating to create new musical content and is also being featured on Doordarshan for better reach. Senior officials at Coca Cola India affirm that it’s a productive effort targeted towards the long term growth of their resilient business. “The brand continues to strengthen its position as an Iconic Brand for the Indian consumer through consistent positioning,” Wasim Basir, Director, Integrated Marketing Communication, Coca-Cola India.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2012

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face

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Low-budget movies with quality content and refreshing storylines are reaping a rich harvest.Are movie moghuls ready to switch the paradigm?







What is the similarity in films like Love Sex Aur Dhokha, Shor in the City, I Am, Yeh Saali Zindagi, Tanu Weds Manu, Shaitan, That Girl in Yellow Boots, Dhobi Ghat, Delhi Belly and Stanley Ka Dabba? Yes, they are all relatively recent Bollywood releases. They may not have set the box office on fire but they sure have been sleeper hits in their own rights. Which is not something to be cavalier about considering the fact that the flicks were all launched without any fanfaronade of media attention, nor did they have the agitprop of swashbuckling star names to draw out people into cinema aisles. Yet, given their puny production budgets of Rs.4-8 crore, the slate of movies in question have all reported blowout earnings, making their success all the more stellar. Made on shoe-string budgets, these films were anchored in crackerjack script and riveting content, which not only made them stand out from the clutter but saved them from becoming the misbegotten box-office disasters that has been the fate of many big-budget blockbusters.

As trends go, small-budget but slickly crafted films are the flavour among the cinema-loving audience. The latest crop of small-budget releases – Paan Singh Tomar, Kahaani and Vicky Donor – have all hit the bull's eye at the box office and garnered rave reviews from critics and fans alike. As per trade reports, Vicky Donor was produced on a tight budget of Rs.5 crore and had already grossed over Rs.28 crore within three weeks of its release. In contrast, budget-busting flicks like Players, starring the leading lights of the Hindi cinema industry – Abhishek Bachchan and Sonam Kapoor – proved to be thin gruel for audeinces’ taste buds. Other recent big-budget releases with a star cast of reigning Bollywood supernovas – like Ra.One and Agent Vinod – and made on mind-numbing budgets of Rs.100 crore and Rs.60 crore respectively, fell like nine pins without even a cheep of concern from moviemongers. Looking at such unmitigated flops, it seems that mega budgets and marquee names, without credible content, can no longer set alight the tinsel screens or make the audience’s pulse race. “More and more movie-lovers are gravitating towards meaningful cinema with palatable content that they can relate to and empathise with. And you don't need mega budgets to make such films,” says Aparna Hoshing, Producer, Rash Production.

Many also see the present success of the small-budget films as a pointer to the productive phase for Indian cinema. “There is a risk involved in making unconventional small-budget films but at the end of the day we have to take the risk. But producers and distributors have become more affirmative in taking up such films,” says Girish Wankehde, Deputy General Manager, Public Relations and Corporate Communciation, Cinemax. He attributes the good performance of small-budget films to their new themes and refreshing storylines. “Also, as investment is less, these films do well with the right kind of marketing,” says Wankehde who also looks after the distribution of small-budget films made by independent film makers under the Cinemax banner. A similar view about the industry becoming more confident in launching small-budget projects is voiced by Hoshing. “There are primarily two reasons for producers investing in small-budget films. Firstly, the small cost of such projects makes the whole proposition risk-free. Producers do not have to invest a lot in various aspects of movie-making. Secondly, the returns are quite high if the film is even an average hit.” The math, in fact, is pretty simple. For example, if a producer invests Rs.3 crore in a movie and even if he manages to get a return of Rs.1 crore, he ends up making a neat pile on his modest investment, in this case a profit of 33%.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2012

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

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IIPM: Management Education India
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Professor Arindam Chaudhuri - A Man For The Society....
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Planman Technologies
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IIPM MBA Institute India

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