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We also thank Mr Ushnav Shroff and Mr Anup Jerajani for assistance in the
help of an interview that helped the paper with its integration. We would
also like to show our gratitude to the respondents who took the time of
filling out surveys. Lastly, we are immensely grateful for the discovery
of coffee and tea which pushed us to our utmost potential and aided the
01 CONTENTS 4
02 INTRODUCTION 8
03 LITERATURE REVIEW 12
04 METHODOLOGY OF STUDY 30
07 BIBLIOGRAPHY 48
08 APPENDICES 55
01 CONTENTS
Ad- Advertisement
6
02 INTRODUCTION
terms
2.1 Context of Study
Have you ever wondered about the relevance of the advertisement for a
like to believe that advertising doesn’t work and deny its effect on us.
However, the fact is that advertising does work and does so really well.
The realm of advertising has evolved into a booming industry that is now
ubiquitous and hard to miss. More and more companies are investing a
just not the predictable 30 seconds TVC anymore. It has advanced using
Let’s take the case of Nescafe. Moving on from its strategy of using brand
compelling the consumers to see the brighter side of life. They changed
relevant need for motivation that in turn helped achieve their goals.
industries.
Analyse the advertising strategies for McDonald’s India and The Write
in a certain way.
which states that a person who has performed a favor for another is more
likely to do another favor for the other than he or she would be if he or she
10
03 LITERATURE REVIEW
- Stephen Leacock(Unknown)
for the customer and make them feel connected to the product in order
buy products that match best with the image of themselves (Sengupta,
key to success is to make the job easier for consumers and make them an
studied. The result has been concluded after analyzing various advertising
case studies.
3.2 Advertising: Make it Effective
The public remembers things they find interesting and thus it is necessary
Over the years, there have been a lot of developments in the social and
There have been extensions to this model (for example- DAGMAR, AIDAS,
AISDALSLove), but the above points are usually used by several research
14
For the advertisement to have positive change in the sales of a product,
and Joseph N. Capella (2001) for the relevance of behavioral theory for
behavior.
motivation and ease (with the latter comprising ability and opportunity)
3.3 Advertising Strategies
Evocation
Modelling
Individual
incentives &
Social norms
Reframing
Motivation
Play
Collectivism
STRATEGIES
Ownership
Utility
Ease
Ability
Skill Up
&
Opportunity
Commitment
Eliminate
Complexity
16
3.3.1 Motivation Ad Strategy
group, one is motivated to like what others like (Ferrier, 2014, p.51). The
social norms.
terms, humans are driven to find rewards and keep away from pain. If
plausible to occur. The greater the incentive, the greater the motivation
We can’t live in a box. What others are doing has a greater influence on
weighs the perception of the people who are important to him/her and if
(1988), it was revealed that 70% comply with a request if they are told
<https://www.youtube.com/watch?v=iKCe0Za3lBA>
ad where a bunch of school kids buy a burger for the old school bus
conductor for his birthday sends a message that McDonalds is a place for
everyone (Unknown, 2016). They released a chain of other ads where they
2. Evocation Strategy
2016)11
<https://www.youtube.com/watch?v=uinj0JXQ8oI>
18
In 2016, McDonald’s celebrated 20 years in India by releasing a video with
It also showcases how individuals that are generations apart still consider
McDonald’s as their companion for all occasions. The tagline “A lot has
changed. Nothing has changed” focuses on how the global food service
platform has transitioned itself to stay relevant today with its presence
2016).12
3. Ownership Strategy
the value of the product for the consumer. They make the audience feel
faster than attitude changes action (Ferrier, 2014, p. 70). Thus, when a
<https://www.youtube.com/watch?v=5-CffGP8W7k>
A new idea of “The Battle of Spicy” was rolled out where the customers
will decide which burger will stay on the menu - the original McSpicy or
the new Indi McSpicy. They included a burger that had hot spices that
platform that had a lasting effect on the minds of the consumers (Leo
Burnett, 2015).14
4. Utility Strategy
in his book ‘Decoded’ (Barden, 2013)15 that the greater the reward, the
higher the value for the product is perceived by the consumers and thus
<https://www.youtube.com/watch?v=3B_zBpSgg1s>
McDonald’s India started a limited time offer for double patty burgers at
low prices. The advertisement created an insight that it is better to have two
than one of something you love and used words that related to everyday
was better to buy one double patty burger than two single patty burgers.
5. Modelling Strategy
by Bandura (Bandura, Ross & Ross, 1961)17 it was concluded that people
testimonials, hear about celebrities that use the product or have a huge
2017)18
<https://www.youtube.com/watch?v=EaQIlKnpf_I>
Sharma. Role model for youth, Virat Kohli is the perfect fit for the brand as
he is the most relatable figure for the audience that Manyavar is targeting
endorse Mohey (an ethnic celebration wear for women). Both have huge
fan following (Chopra, 2017)20 who want to follow what their role models,
6. Collectivism Strategy
People influence each other; it’s common for them to pick up on each
they fear exclusion and go along with the crowd (Ferrier,2014, p. 154).
<https://www.youtube.com/watch?v=hryEm7m5QAo>
A group of friends is seen enjoying and having fun. They urge each other
to leave their phones and instead spend time making memories. As one
leaves the phone, we see all the friends gradually leaving their phones
Play is an effective way to influence consumer behavior, but only when the
is turned into a game, it becomes more enjoyable and fun. People like
use social media to promote their products with daily quizzes, questions
and games, this allows the brands to interact with people. Play Strategy
2014, p. 203,214).
<https://www.youtube.com/watch?v=xO1Tdil9cSM>
ages of 8-45 years. The happy meal was an initiative introduced in 1979
(Dudovskiy, 2016).23 The use of Play strategy caters to the kids’ needs and
desires. By rewarding them with a toy with each meal, the fast food joint
consumer. As a result, ease has often been missing from the equation.
What people did not realize for a long time is that making a task easy
wants to perform a task, but lacks the skill, there is no demand. Thus by
removing the question of “Can I do that”, and making the task easier for
a task. Do they have the skill? For example, a person is motivated to lose
some weight, but every time she tries, she fails due to the lack of skill. She
place. Are there any obstacles? The kind people or feeling a person is
surrounded by, affects the choices he/she makes (Ferrier 2014, p.53).
a certain behavior.
1. Skill up strategy
behavior change. There are times when the motivation towards a product
is there but the consumers don’t know the utility of the product. It is
important for the customers to know how to use a product rather than just
being aware of the brand. Skilling up is about making a task easier through
or how to do it more easily. More and more people buy online products
these days, therefore, the use of explainer videos will help in increasing
getting sold.
Example: Trivago ad (Trivago, 2017)25
<https://www.youtube.com/watch?v=eA5MNQ4f1uc>
the audience what they need to click to get the required information
makes it easier for when they want to book a hotel. Through a short clip,
the brand was able to teach a method of booking a hotel, thus making the
2. Eliminate Complexity
effortless (Ferrier 2014, p.279). The easier it is for behavior to happen, the
complexity that could get in the way of that behavior and make tasks as
straightforward as possible.
<https://www.youtube.com/watch?v=jmNrvlQ73pU>
A boy is faced with a hurdle to fulfill the demands of his “girlfriend”, but
thanks to the McDonald’s happy price menu that offers Mc Aloo Tikki
for only Rs 25. It is the cheapest burger on the menu and also one of the
best selling burgers in McDonald’s, India. The affordable prices make the
24
3. Commitment Strategy
Brands that use commitment strategy invite an initial small action that
tasks if they are asked to do a smaller task first. When the consumer
<https://www.youtube.com/watch?v=sM3lGoHnfBM>
By asking consumers for a favor, McDonalds India makes its way into
their daily schedules. By asking them to spend some time in their outlet,
they urge customers get familiar with one another and that McDonald’s
other better. This eventually led them to consume the services provided
Commitment strategy.
for a brand. There are a lot of factors affecting the behavior of a person,
task, helps bring about a change in behavior that can be favorable to the
company.
3.4 Studying the Brands
Bookstores.
McDonald’s entered India, the 95th country, in 1996 via two partners-
Amit Jatia under Hardcastle Restaurants Pvt. Ltd. in the Western and
Pvt. Ltd in Northern and Eastern Region. For the first time, the menu
Service, Cleanliness, and Value) is the guiding force behind its service to
will run until 2025. As of the year 2013, the company churned out $27.5
McDonald’s India has earned tremendous trust and respect from its
customers and has even won “The most trusted family restaurant brand
in the country” award consecutively for the years 2009, 2010 & 2011
were the best but owing to their innovative insight with regards to the
published 8 books in the year 2015, their target is 50-60 books a year
has the advantage of being a part of the largest bookstore chain in India
In the year 2015, The Write Place came up with a two-minute video that
showcased how they are a one-stop solution for an author to convert the
raw manuscript into a finished book (YouTube, 2015).34 They also have
young children to submit their short stories and the selected ones will
further promote their publishing house, they post about their best selling
28
04 METHODOLOGY OF THE STUDY
4.2 Method
the various strategies that make or break a brand in the market with the
help of two brand companies- Indian fast food joint McDonald’s and
that work for the food industry will be applied to the publishing sector.
4.2 Method
• Describe the market and the need for advertising in the publishing
sector.
B. Upcoming authors who have had one or two books published or are
aspiring to publish one as they are the current target of the publishing
of authors who have had one or two books published as well as those
who haven’t had any book published yet to carry out fair research.
consideration.
into the personas of the target. An interview will be with authors and the
who are unavailable in person. Make the questions clear and easy to
an analyze them.
32
4.6 Procedure for Data Collection
McDonald’s.
understanding of the aspects that the authors look into when approaching
a publishing house.
Before going into the field, secondary research gives a brief introduction
reviews as well as in books and journals. Study about the motivation and
ease ad strategies. Observe what makes these strategies work, what effect
history of The Write Place and its current status and scope in the market
Qualitative-
break down the spoken words into text. Classify them into categories
advertisement and reach out to the target audience. Make notes on the
brand vision and mission. Align the data collected with the brand image.
34
05 ANALYSIS AND INTERPRETATION
5.1.1 Observation
5.1.2 Analysis
5.2.1 Observation
5.2.2 Analysis
5.1 McDonald’s India
5.1.1 Observation
(Kumar, 2013).36
India over time was best suited to bring about change in consumer
behavior. The respondents were customers between the ages of 8-45 years
walking into the restaurant. The strategies were categorized into various
Out of the results obtained, it was found that these three strategies work
A. Evocation
B. Commitment
C. Collectivism
the publishing sector were studied to analyze which were most suitable
and influential among the target group of authors. Without using more
5.2.1 Observation
After an interview with the editor at The Write Place, Mr. Anup Jerajani,
a qualitative analysis of the data was made and a word cloud was created
5.2.2 Analysis
The target audience for The Write Place is aspiring authors (Jerajani,
age group of 18 - 50. The data collected was analyzed and the common
A. Relationship
B. Marketing
C. Character
40
Figure 9 Themes derived from questionnaire
Their current advertisement uses the strategy of eliminating complexity
published in a book format by The Write Place. The process also involves
teen authors on the rise, this program could create huge traction for the
publishing house.
42
06 SUMMARY AND CONCLUSIONS
the Study
research
6.1 Brief Overview of the Study
This study deals with the process of advertising and the various
The Write Place. Action changes attitude faster than attitude changes
Upon studying the motivation and ease ad strategies that work best for
McDonald’s, the advertising strategies for The Write Place were analyzed.
authors. The result will derive whether the advertising strategies that
tools used for data collection were interview, survey, and questionnaire.
advertising strategies that would best suit The Write Place were proposed.
From the survey carried out for 32 customers of McDonalds India, it was
found that, out of eight, 3 of the advertising strategies were influential in
A. Evocation
B. Commitment
C. Collectivism
A. Relationship
B. Marketing
C. Character
After evaluating the authors’ responses, it was found that the following
strategies would work best for The Write Place in addition to their current
A. Ownership
B. Commitment
C. Utility
Even a small number of strategies can help grow a company. The correct
beneficial. Some strategies come and go but there are a few that always
The Write Place is still growing and is capable of becoming one of the
create more awareness and attract their target audience, the following
A. Commitment
B. Ownership
C. Utility
from each group. This will help to get more accurate answers to which
profit.ndtv.com/news/market/article-nescafe-announces-deepika-
2018].
p.133.
2018].
48
8. Anon. (2017). The AIDA model: the formula for effective advertising?.
marketing/web-analytics/the-aida-model-the-formula-for-effective-
29 Jan. 2018].
story/49377_McDonalds-celebrates-its-20-years-in-India-with-a-
lbbonline.com/news/leo-burnett-india-spices-things-up-for-new-
15. Barden, P. (2013). Decoded. Chichester, West Sussex: John Wiley &
Sons Ltd.
16. McDonald’s India (2015). McDonald’s™ India | Doubles Fest | TVC
17. Bandura, A., Ross, D. and Ross, S. (1961). AS Psychology. [online] Holah.
18. Manyavar (2017). Virat and Anushka’s Naye Vaade. [video] Available
2018].
19. More, S. (2017). Virat Kohli Stars In Manyavar’s Diwali Ad Which Is All
marketing.com/2017/10/13/virat-kohli-stars-in-manyavars-diwali-
Packs | TVC 2015’s™ India | Doubles Fest | TVC 2015. [video] Available
2018].
22. McDonald’s India (2013). Happy Meal - Green Lantern | TVC 2013
25. Trivago (2017). trivago India- Compare and find your ideal hotel for
Collins.
29. Keller, C. (n.d.). How McDonald’s Became The Leader In The Fast Food
ca/blog/541-how-mcdonalds-became-the-leader-fast-food-industry-
30. Anon, (2013). Media Fact Book. [online] Available at: http://www.
mcdonaldsindia.net/PressRelease/McDonalds%20india%20(North%20
%20East)%20-%20Media%20Fact%20Book_February_2013.pdf
31. D, J. and Chakravarty, C. (2013). Vikram Bakshi & Amit Jatia: A tale
services/retail/vikram-bakshi-amit-jatia-a-tale-of-mcdonalds-two-
franchise-partners-in-india/articleshow/22956923.cms [Accessed 22
Jan. 2018].
33. Amit, S. (2016). domain-b.com : Hitting the right note with ‘The Write
35. The New Indian Express. (2017). As teens postpone adulthood, creativity
com/pti-news/2017/oct/15/as-teens-postpone-adulthood-creativity-
36. Kumar, V. (2012). 101 design methods. Hoboken, New Jersey: John
at: https://www.deccanchronicle.com/lifestyle/books-and-art/131217/
creating-authors-out-of-children-mumbai-sees-novel-initiative.
HimanshuGupta368/role-of-advertising-in-case-of-mcdonalds-india
ventureharbour.com/great-quotes-advertising-marketing-experts
www.socialmediatoday.com/content/5-brands-using-action-gating-
45. Pringle, H. (2008). Brand Immortality. Great Britain: Kogan Page Ltd.
virat-kohli-anushka-sharma-wedding-insight-super-brand-
https://www.forbes.com/sites/johnnyjet/2017/09/22/whats-the-deal-
sampling-in-primary-data-collection/stratified-sampling/ [Accessed
16 Jan. 2018].
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08 APPENDICES
1. Do you go to McDonalds?
a. Yes
b. No
a. Food is inexpensive
them?
6. Does the author get personal assistance till the book is published?
7. The website mentions that writers wanting to get their work published
10. Is there a reason why there aren’t many ads to promote The Write
Place?
11. Are the authors involved in the promotion of the books? If yes, how?
6. These are the advertisements used by The Write Place. Do any appeal
to you?
56
8.2 Collected Responses to Questionnaire
• Authors get a self esteem boost and connects readers and authors
• House does not have preferences but a lot of entries are fiction works.
• Young writers pen fantasy fictions whereas people who are 40+ come
• All genres are welcome but those belonging to the non-fiction and
4. You target aspiring authors. How do you make the process easy for
them?
there on, from its editing to its marketing via social media platforms
• Depends on the size of the book but on an average, takes upto 2-3 58
months for the final book to be ready.
6. Does the author get personal assistance till the book is published?
• Yes, the author interacts with just one person throughout the time
period.
7. The website mentions that writers wanting to get their work published
credibility”
10. Is there a reason why there aren’t many ads to promote The Write
Place?
it to be successful.
• Had started off with only 6 books a year. Now we publish upto 50-60
books a year.
b. I always like wiring but I recently reading but I recently started writing.
d. Ever since I was in school. I used to write great essays in school exams
also.
d. Penguin, Jaico, The Write Place. Penguin, well it’s very famous. Lot of
best selling novels. Jaico through a friend, I’m not sure if it’s still there
a. No
b. I have had people telling me I should pursue writing, at least blogs but
c. I’ve had a few articles published in my office magazine but that’s it.
a. No
b. Yes, like I said earlier. They have a writing contest plus I saw a section
6. These are the advertisements used by The Write Place. Do any appeal
to you?
a. The video is nice. I need more information if I’m going to this publication
house.
b. They’ve published good novels from what I read here and the fact that
it’s a crossword initiative does intrigue me but I still need to know more.
a. Help through the process, promote books well and get good exposure
b. They have to fair by all means. Stick to their commitments and discuss
every decision
good exposure
62