Marketing Ganga

Author: Shabbir Chunawalla

  • Advertising and Media Terms

    Advertising significantly affects the success of a brand. Advertising profession has its own lingo which a brand manager must understand. Some of these terms are explained here.

    Target Audience

    It is the market segment you have chosen to cater to. It is often described in terms of :

    demography, say our market consists of teenagers or young girls or working women or urban youth. The basis could be age, sex, profession, geographical area etc.

    psychography, such as life-style

    benefits sought, such as tooth decay prevention and bad breath fighting from toothpastes.

    The market consists of several segments each of some homogeneous customers. Out of this total market, we select a few segments and target our product to them. In targeting, we see how far the product and segment suit each other.

    The target audience is reached by a mix of media. Each media has its own target audience, say Femina is read by women of substance, and some men too; Living Digital is read by techies. We have to match our target audience to the media’s target audience as far as possible.

    Reach

    It is a measure of how many of the target audience views or hears the ad.

    Frequency

    It is a measure of how many times the audience reached by an ad during a specified time period. If an ad of a car is seen by 50 percent of audience, its reach is 50. If this ad is seen 3 times during a week of the flight by the audience, it has a frequency of 3. If we multiply the reach by frequency ( 50×3 ), we get rating points ( 150 in this case ). Ad flights cover specific time periods.

    Advertisers also talk in terms of Gross Rating Points ( GRPS ). Gross rating Points are measured by how many people of the general population ( rather than target audience ) in total saw the ad and how many times on average they saw it. GRPs have nothing to do with our target audience. Rating points calculated with reference to our target audience are called Target Rating Points ( TRPS ).

    Advertising cost is measured in terms of cost per thousand ( CPM —cost per millenium or thousand ).The less it costs to reach, the more attractive it should be but not always. The cost varies considerately for different media because of the nature of audience being reached and the quality of impressions.

    Brand managers must also understand whether the organisations wants to sell directly, or tie into retail promotions with super markets. The objectives of promotion must be understood — to build brand awareness, to create brand preference and loyalty etc. The objectives affect the content of the advertising and its execution.

    Share of Advertising ( SOA )

    It is the actual measured share of advertising rupees spent for competing product going after the same product customers in the same media markets. In a nut-shell, it indicates what share of the ad media spending is ours.

    Share of Voice (SOV)

    It is the measure of viewership shares as a result of longer term campaign. To put it differently, it indicates how much voice of all the advertising run against that product and market our advertising gets.

    Share of Market ( SOM )

    It is the bottom-line based on actual sales outcomes. To simplify, it means who sold what percentage of a given category of product in a specified market segment over a specified time period. This is what advertisers want to achieve. Share of Market is where the money is made. Other measures just show how much is being spent for how much relative noise it makes.

  • Iranian Films

    Iran has strong roots in the visual arts right from the 500 BC as evidenced by the works of bas-reliefs sculpted out of stone and metal and these visual practices overlap from  the Zoriastrian era  to the Islamic era that shuns visual symbols.In performing arts, Iran has a history of the puppet sow called khaymeshab-bazi and shadow show called saye-bazi.This culture of Persian empire before the British and French dismantled it after the WWI continues. Even the 1979 Revolution  and its long war with Iraq between 1980 and 1988 could not weaken these roots.During war years, Iran produced crime thrillers.

    Iranian film industry or Persian Cinema represents the commercial films and there is a separate segment of Iranian art films.Cinema was just a baby of 5 years when it reached Persia at the beginning of the 20th century. Tehran got its first theatre in 1904. Till the thrities, some 15 theatres in Tehran appeared with some 11 elsewhere.In 1925, the first film school was established.

    The very first Iranian silent film was Haji Agha made by Ohanian.It was followed by Lor Girl in 1932 which was the first sound film.It was made by Abdolhossein.In early Irani cinema, we take notice of Shirin and Farhad, a classic Iranian love story directed by Septana. Nader Shah’s invasion of India was shown in Black Eyes. In 1937, Laili Majnoon, an Eastern love story a la Romeo Juliet was screened.All these early movies were mostly based on mythology and Persian literature.

    After the early movies, we consider the pre-Revolution cinema between the 1950s and 1970s. In eraly 1960s, 25 films were produced per annum and by the end of the 1960s, this number rose to 65.In 1965, Siamak Yasmi made Ganj-e-Qarun and Masoud made Kaiser.Arman made Bride of the Sea in 1965.Ebrahim made The Brick and the Mirror in 1967. Davood made Husband of Ahoo Kanom in 1968.At Tehran, a film festival was held in 1973.

    In 1979, there was Revolution. Mosen Makhmalbaf’s Boycott is set in the era of Shah Reza Pehalvi. It had an actor, then 26 year old, Majid Majidi who later evolved into a director.New Iranian cinema emerged in the 1970s. When Revolution happened, filmmakers went underground. Bettween 1979 and 1985, in post-revolutionary era some 100 fims were made.Of course, there was censorship.

    As we enter this millennium, in 2001, Iran produced 87 films. Many were melodramas and historical pageants.Contemporary Iranian cinema has several segments.There are commercial Iranian films. We will note the contributions of Mohammad Al Fardin.The war time crime thrillers are Senator(!983), The Eagles (19840, The Boycott(1985), The Tenants (19860 and Kani Manga(1987).Another segment is new wave films of Khosrow Sinai, Parviz, Sorab and Bahram who are innovative directors.These are meant for the elite festival audience, whereas popular art films in Iran have a wider audience. Nasser and Ali Hatami represent this school.. Iranian women too are making cinema, and the notable names are Leila, Hana, Samira, Pari Saberi, Niki Karimi and Rakhshan.Many Iranian actresses have made a mark — Mahavash, Azita, Mary, Googoosh, Shohreh, Fatemeh, Pegah and Shoraya.One more segment is Iranian war films such as Tears of Cold, In the Alleys of Love and Duel. Iranian animation films too are made.David O Russel’s Three Kings features George Clooney, Mark Whalberg and Ice Cube — the three US soldiers who try to steal a stash of Kuwaiti gold hidden in Karbala.

    Iran has decided to give up its going nuclear programme.By doing this it has leapt into the 21st century.President Rouhani and foreign minister Javad Sharif are being treated like rock stars.Excepting Iranian films which won so many awards at festivals while other films from countries such as Saudi, Kuwait, Egypt Yemen, UAE, pakistan do not do so.

    Offside of Jafar Panahi is about football.Majid Majidi’s Children of Heaven or The Colour of Paradise must be watched to understand the depth of his genius.

  • Naughty Cakes

    To spice up pre-wedding parties and private parties, cakes and pastries with adult-themes are very popular. The orders are taken on cell phone applications or online by the bakeries. There are bachelorette parties too, especially during the marriage season. Most naughty cakes are ordered by women or close friends. The risque-theme that is popular is wild-bed theme, with lingeries strewn around.

  • Casting in Ad Films or TV Commercials

    Advertising industry no longer casts just pretty faces who exist only between ‘ action ‘ and ‘ cut ‘ , but are now relying more on real faces with character, with whom the audience can relate. That enhances the appeal of the story. In a sense, the story telling becomes democratic by such casting. Maybe, these real people are less than perfect, but they are appealing. Gone are the days when people were cast just on the basis of looks, irrespective of the fact whether they fit in or not. Theatre artists are in demand in performance-based roles in such films. The closer the characters are to reality, the better the people relate. A mother being shown on screen must be a reflection of the real life mother. SBI’s – ‘ heere ko kya pata tumhari umar ‘ had shown an ordinary couple celebrating love in a novel way. To do such casting, you have to source from streets, railway platforms, schools. You have to assign roles to ordinary folks such as dabbawallas and tattoo artists. A person cast must not be too addy. Only those ads become memorable whose characters touch an emotional cord, and make us either smile or cry. It should be a great story well-told by good actors. This is true for a full-length feature film, or a 10-second TV commercial.

  • Very Old Media, Old Media and New Media

    Tom Standage in his book Writing on the Wall traces the rise of social media. He rejects the idea of a new media and old media.. There was really old media up to 1833 followed by ‘old media.’ which began with Benjamin Day harnessing the power of old steam printing press. Finally new media began in 1993 with the public use of the web.According to him, really old media was similar in the way it functioned to the new media. Old media is an anamoly.

    According to him, Martin Luther King was media pioneer. After Gutenberg had made mass printing possible, through his invention of the printing press, Luther made full use of the written communication to combat against the Pope of his time and his officials.

    Another innovation came from the Arabs to Europe — the concept of coffee houses in the 17th century. They soon became the places of debate, often among strangers.

    There are parallels between the past and present use of communication.Thomas Paine’s Common Sense for which 1000 copies were printed initially later saw a print run of 6000. It is like going viral.

     

  • Lalit Magazine — Marathi

    It completes its golden jubilee in 2013. It captures Marathi literary activities. It is a link between the old and new authors. The idea was initiated by a group of literary figures such as Jayvant Dalvi, Ramesh Mantri, S N Navre, Madhu Mangesh Karnik, Umakant Thomare, Pandharinath Rege, Purshottam Dhakras who met under the auspices of Keshav Kothavle’s Majestic Prakashan. The group was later named as granthpremi group. It suggested a magazine dedicated to literature and named as Lalit. The first issue was published in January, 1964. The death of Keshav Kothavle was a setback to Lalit, but his son Ashok did overcome this obstacle. Thanthapal was a popular feature in the magazine.Lalit is the book trade journal in the sense.There are in-house journals of several publishing houses, but their aims are limited. Lalit has wider goals. Lalit chronicles all the new launches in the book trade.It represents the Marathi publishing industry. The audience of such publication is limited to the publishers, librarians, book sellers and bibliophiles. One such magazine The Bookseller in London is being published since 1858. The Publishers’ Weekly is being published from New York since 1872. Lalit promotes book reading culture. Lalit earns ad revenues from the advertisements of books. Lalit publishes special issues devoted to various themes.

  • Functions of a Literary Agent for an Author

    David Godwin (66) is a celebrated literary agent who has represented every Indian winner of the Booker Prize, except Salmam Rushdie.

    Basically an agent performs the role of an editor. He makes suggestions to improve the work and make it better.The manuscript undergoes changes. It is sent to people. Maybe, it is too long and has to be made compact.An agent stays with the book.

    An agent has to get a publisher for the book. He has to discuss the financial deal. He strikes deals in different countries.All possible revenue streams are to be tapped.He makes film deals.

    He plays an active role in actual publishing process — production, coverage, time of the launch, the pricing etc.

    A writer is not charged by the agent for the services he renders. He takes a portion of the money he has made for the writer — he is paid by the publisher. He takes 15 per cent and the rest goes to the writer.If he does not sell a book, he does not get any money.

    He is in search of a good story but also something distinctive — a distinctive voice.

  • LED Bulbs

    We have a lighting business of Rs 12000 crore, and there are 700 million bulbs in use.There is an association of Electric Lamp and Component Manufacturers called ELCOMA with 68 companies as its members. Most of the lighting bulbs in India are tungsten filament incandescent bulbs or Edison bulbs. As these bulbs consume more electricity, they are dead in the West, in China and in Latin American countries. In India also they are dying. In a phased manner, their production will stop. By 2015, 100-watt bulbs will be phased out. By 2016, 60-watt bulbs will not be produced. By 2017, 40-watt bulbs will go out of production.

    Right now, CFL and LED bulbs are being used in high income households.These are costly and India is a price-conscious country. The government is giving a massive push to the phase out of the cheap yellow bulb.It has been decided to illuminate 100 cities by LED bulbs which are 10 times more efficient in terms of energy usage. They last 3-7 years as against a life span of 1000-hours for the Edison bulbs.In Delhi, 5 lac lights will be replaced. The government plans to install LEDs in 100 districts.

    In order to popularize the LED bulbs, it has been decided to make available 2 LED bulbs for RS 10 for each household.The subsidy will be recovered by adding a monthly charge of Rs 10 to the power bills for a year.At present a 5-watt LED costs RS 350 to Rs 400 whereas a 60-watt yellow bulb costsRs 10. A large government order will lead to a sharp fall in prices – a fall of 30 to 40 per cent.

    Bajaj plans to enter LED business.There will be Star-labeling too by Bureau of Energy Efficiency (BEE).Puducherry replaced 7.5 lac bulbs. AP replaced in Guntur 20 lac bulbs. The price fell to Rs 204 a piece.They propose to procure 30 lac more bulbs leading to a price of Rs 149 a piece.It matches CFL prices.These are wholesale prices which will soon be reflected in retail prices too.

    Savings in power bills more than make up the high initial outlay.

  • Print Copy — Headlines

    Copywriters put every word that one finds in an ad, whether it is a headline or the body copy or the fine print at the bottom. Copy has three major components — the headlines, the body copy and the slogans.We shall consider headlines here.

    Headlines

    As the name indicates, it is the line that appears as heading in an ad copy. It is a dominant line which appears in bigger typography than the rest of the copy. Though generally it appears at the top of the ad, there are no hard and fast rules about its placement. It can run across the ad in the centre, or diagonally or even at the bottom. Though headlines are economical in the use of words, it is still the most important part of the copy. It is an invitation to people to read the ad. Maybe, many people may ignore the rest of the ad, but they do see the headline and the message they receive is exclusively from the headline. Headline may be supported by sub-heads or secondary headlines to move the reader from the headline to the body copy.

    Types of Headlines

    Copywriters use a wide variety of headlines, each functionally different from one another.

    News Headlines

    These convey some new information. It can be an announcement of sales promotion scheme or a new location of a retail outlet or discounted prices. It is a very common head-line, as it conveys the changes to the customers. In local media, such ads generally come from the retailers.

    Benefit Headlines

    It states the key customer benefit. Dove is the soap with 1/4th moisturizing cream to keep the skin soft and glowing.

    Emotional Headlines

    It represents the emotional appeal. ‘Mamta Ki Kausauti Par Khara ‘ is Dalda’s endorsement by mother who are careful about the nutritional value of the cooking medium for their loved ones. It is an emotional appeal.

    Off-beat and Curiosity Headlines

    We can divert traffic to our ads by using humour, wordplay and mystery. Lactocalamine lotion and skinnocence is wordplay.  Kuchh paney ke liye,  kuchh dhona bhi padta hain  where a husband is shown washing clothes, is an example of hunour. American diamonds are construed as real diamonds — this is curious.

    Directive Headlines

    These headlines direct the readers to do something. These motivate to action. These headlines are hard-sell. They can be loud or subtle.Open a saving bank account is a loud directive headline. Feel the experience at Shoppers Stop is a subtle directive.

    Hornblowing Headlines

    These headlines are ‘We are the greatest’ or ‘ we are the best ‘ type. They sound arrogant. These ads show a superiority unrelated to the customer’s needs. Perhaps, the customers feel you lack honesty. Some headlines blow the company’s horn, but also convey an important consumer benefit.

    Slogan or Logo Headlines

    Some headlines are catchy slogans or depict a company logo.  ‘There are certain things in the life which are priceless. For everything else, there is MasterCard.’ Such headlines vibe well with the readers’ emotions. Logo headlines generate awareness about the company and build the brand. Logos must have a link with the product or else they do not succeed.

    Headlines become more effective when supported by appropriate graphics.

  • Hashtags

    To begin with hashtags were used to categorise items, images, messages and video in the late 1980s. In August 2007, Chris Messina, a designer asked his followers on Twitter how they felt about using a pound sign to group conversation and that paved the way for the use of hashtags. Hashtag shows you the way home if you are lost in the Twitter Jungle. Millions of messages float around everyday. Hashtag is one way to tackle the clutter, and find the topics you are interested in. Twitter transformed the # symbol from just a pound sign to a hyperlinked verb. In July 2009, Twitter officially embraces the hashtag, automatically linking anything prefixed by #. Based on the popularity of the topics, in 2010, Twitter began to highlight the hashtags, thus leading to trending and trending topics.  Instagram adds hashtag support in 2012. In 2011, Google + begins automatically linking hashtag in posts. All major social network sites now support hashtag. Tweets that contain hashtags are more likely to be retweets. Facebook starts hashtag support from 2013.