1. Did You Know About The Right To Sleep? Kurl-on’s Latest Campaign Is Telling Us All About It. Whether it’s the Right to Equality or the Right to Freedom, we’re all aware of our basic fundamental rights as citizens of India. But… did you know about the ‘Right to Sleep?’
Elaborate on how has Kurl on Incorporated the AIDA Model of Advertising from the mentioned campaign
Ans :
Introduction:
Kurl-on’s campaign for the ‘Right to Sleep’ is a perfect example of how a brand can effectively connect with its audience through a unique and meaningful message. The campaign has incorporated the AIDA advertising model to impact the audience and raise awareness about a lesser-known fundamental right.
Concepts and Applications:
Kurl-on, a famous mattress brand in India, has recently launched a unique Republic Day campaign that sheds light on a lesser-known fundamental right – the right to sleep. In this essay, I will discuss how Kurl-on has incorporated the AIDA advertising model in their campaign to grab their audience’s attention and promote their brand narrative.
In conclusion
Kurl-on’s campaign for the ‘Right to Sleep’ is an excellent example of how a brand can effectively use advertising to create a meaningful and unique message that resonates with the audience.
2. You are the marketing manager of a company “GenNext” which manufactures and sells T-shirts and footwear. You are expected to create a STP Analysis for your Brand.
Ans :
Introduction:
GenNext is a company specializing in manufacturing and selling T-shirts and footwear. As the company’s marketing manager, it is essential to understand the target audience, their needs, and how to market the products effectively.
Concepts and Applications:
STP Analysis:
STP analysis is a marketing strategy that helps companies to segment their target market, identify their target audience, and position their products or services to meet the needs and wants of their target audience. The STP analysis is based on three critical elements: segmentation, targeting, and positioning.
Segmentation: Segmentation divides the market into smaller groups based on specific characteristics. GenNext can use segmentation to target customers who share everyday needs and preferences. The segmentation criteria that GenNext can use are demographics, psychographics, behavior, and geography.
Demographic segmentation: The market is divided based on demographic variables such as age, gender, income, occupation, and education. For instance, GenNext can segment its market based on age by targeting teenagers and young adults who are more likely to buy T-shirts and footwear.
Conclusion:
In conclusion, an STP analysis is essential for companies to identify and target the right market segment. By segmenting the market, the company can identify the needs and characteristics of its customers, and by targeting the right segment, the company can maximize its profitability. Finally, by uniquely positioning the brand, the company can differentiate itself from its competitors and create a strong brand image in the minds of the consumers.
3. Shell’s Campaign Shows Us How Silence Can Be A Form Of Communication
The art of communication is not what the speaker says; it’s what the receiver understands. And in most cases, the saying ‘actions speak louder than words’ undeniably holds true.
Shell’s latest campaign is a testament to this, bringing a powerful message to life – all without the use of a single word or dialogue.
‘The Silent Shift’ is a remarkable initiative to bring about a change in mindset and empower differently abled individuals to grow and excel in mainstream society. The campaign stood out to us for all the right reasons:
Shell aspires to be one of the most inclusive workplaces in the world and they bring that philosophy to life even at their service stations. Across their network, the brand employs over 500 differently abled frontline staff. With an aim to fully realize their potential and shatter preconceived notions, Shell crafted a truly unique and immensely thoughtful initiative. We found this campaign to be one of the most potent ones to emerge from the International Day of Persons with Disabilities Week:
The Silent Shift
The retailer took time out every day for couple of weeks and trained 2 staff members who are hearing and speech impaired. The aim was to train them to take up more tasks and duties and make them independent individuals who could handle all operations themselves.
Taking the above case in hand, what can be barriers to an IMC campaign (5 Marks?)
Ans :
Introduction:
Barriers to an IMC Campaign:
Integrated Marketing Communication (IMC) campaigns are designed to deliver a consistent and seamless message across various communication channels to create a strong brand image and achieve marketing objectives. However, there can be several barriers that can hinder the success of an IMC campaign.
Concepts and Applications:
Communication Barriers: Language is one of the most common barriers to effective communication. In the case of Shell’s Silent Shift campaign, the use of silence as a form of communication could be misunderstood or not understood by the target audience. Additionally, sign language may only be familiar to some consumers, leading to a lack of understanding of the message.
Conclusion:
In conclusion, an IMC campaign can be an effective tool for achieving marketing objectives and creating a solid brand image. However, several barriers can hinder the success of an IMC campaign, such as communication barriers, cultural barriers, technical barriers, and budgetary constraints.
“The Silent Shift’ is a remarkable initiative to bring about a change in mindset and empower differently abled individuals to grow and excel in mainstream society.” How can this be explained relating the campaign to the role of advertising?
Ans :
Introduction:
The Silent Shift campaign that was run by Shell can be considered as an example of advertising that attempts to produce a beneficial impact on society rather than simply promoting a product or service that the advertiser is offering. The goal of the campaign is to alter people’s attitudes about people with disabilities and give such people more agency in their own lives. Not only is Shell enhancing its own reputation through these actions, but it is also making a constructive contribution to society as a whole.
Concepts and Applications:
People’s opinions and attitudes about a variety of social issues are significantly influenced by advertising, which plays a vital role in this process. Businesses have the ability to raise awareness about social concerns, combat prejudices, and advance social change through the use of advertising. Shell is utilizing advertising in the case of The Silent Shift campaign to challenge preconceived beliefs about individuals with varied abilities and promote inclusivity in society.
In conclusion, Shell’s Silent Shift campaign exemplifies how advertising can be an effective tool for fostering social transformation and making a good impact on society. The campaign questions the way in which society perceives certain issues and encourages inclusiveness by concentrating on a social problem and utilizing a novel communication method. The campaign demonstrates the need of employing advertising for the sake of societal progress and draws attention to the role that advertising plays in producing a favorable impact on society.
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