Continuous Pulsing and Flighting Advertising Examples

In case of advertising expenses what is continuous approaches, flighting approach, pulsing approach.

In case of advertising expenses what is continuous approaches, flighting approach, pulsing approach.

Advertising Management

Part – A (45 Marks)

Attempt any Three Question

1- Explain "Advertising brings prosperity to a nation by selling more, by creating employment opportunity and by bringing awareness to the public."

2- What do you understand by Advertising? Describe various roles of advertising in development of a nation.

3- Describe the various methods of advertising budget and what factors should be taken into consideration for preparing a budget?

4- What is advertising effectiveness? Discuss the pretesting and post testing of advertisements.

5- In case of advertising expenses what is continuous approaches, flighting approach, pulsing approach.

Part – B (35 Marks)

Case Study

The Soap market in India is very large and basically it is divided in 2 segments, the Popular segment and the premium segment. The popular soap consists of cheaper soaps Including Lifebuoy, Lux, Hamam, Rexona, Jai etc., and contain about 85% of the market. The premium soaps are Cinthol, known as deodorant soap, Mysore Sandal, soap for its exclusive perfume and ethnic character and its different shape and packing, Margo as an Ayurvedic soap, Neko as a medical soap and Pears as a special brand of soap.

Characteristics and Image

The advertising of Pears, which is manufactured by HLL, done by Lintas and Pears had

only 2% share of the total market and 10% of the premium soap market. It had built its

reputation through years of advertising. It provides a bundle of satisfaction to the consumers:

(a) It was transparent—you could see through it.

(b) Mild and pure.

(c) Contained Glycerine which was useful for skin in winters.

(d) It was difficult to manufacture.

(e) Some considered it as a foreign soap. It was in short supply for some time.

(f) It was considered as a special soap.

(g) Some thought that it was only for babies.

(h) Mostly the advertisement was aimed at mothers, children and little babies.

(i) The price was high.

This led to its exclusivity and most of the customers were from upper or upper middle classes. The HLL then asked their advertising agency Lintas to design and campaign to boost the sales. As number of suggestions had come up during research and Discussion:

(a) The sale of Pears could be increased by either persuading the present consumers

to buy more or make new customers.

(b) Most of the customers were using it in winters only. They could be persuaded to

use Pears throughout the year. The Company was advised to offer a reason for purchase. So, the company was asked to create an appeal on the past strength of Pears. So, they looked back on the past advertising Ads. The earlier ads were aimed at sweet girls well dressed with the caption.

(a) "Waiting to be beautiful lady." It gave the image of its being a children's soap.

(b) Then came the Ad. emphasising its translucent characteristics. "A soap so pure

you can see through it."

(c) Pears soap keeps your complexion and skin young."

(d) "Meet the soap with nothing to hide except your age."

(e) "Pears makes you look younger and glycerine gives it the extra glow."

(f) "Young skin can be yours as long as you use Pears" or "It is the Kiss of Youth."

(h) "The bath with Pears is a "young bath."

(i) "Mrs. Dubey has an 18 years old daughter and skin just as young."

Question

These were the options suggested for advertising

1. Count on the different creative approaches presented by the agency.

2. Can you suggest a mixture of these Ads and why?

As the youth men are also very beauty conscious and visit beauty parlours for facial

And other beauty Ads. Can you suggest other creative approaches for men and general

use for everybody?

Part – C (20 Marks)

Attempt any two Question

1- What is an advertising agency? What are its functions?

2- Describe various types of agencies and management of advertising agencies.

3- Explain various social issues in advertising.

In case of advertising expenses what is continuous approaches, flighting approach, pulsing approach.

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