Relevance of measuring effectiveness of advertising campaign


Attempt all the questions.

Section-A

Question1) Outline significance of creative work in advertising? How does innovative creative and message strategy help in inducing positive response from the target audience?

Question2) Give a short illustration of a typical organization structure of the advertising media agency? Describe the relevance and significance of the Production and Traffic Department of a media agency?

Question3) Explain the relevance of measuring the effectiveness of an advertising campaign? Describe the characteristics of the following tests performed for evaluating success of a promotional campaign:

(a) Consumer Juries

(b) Portfolio Tests

(c) Tests on Brand Recall and Recognition

Question4)(a) Explain Firm Level and Consumer Level measures of Brand Equity? Is Brand Resonance significant for building a strong brand image in the long run?

(b) Describe with examples the following aspects of Branding:

• Co-branding

• Brand Extension

Section-B

Case Study: The Siyaram Celebrity Endorsement Experience

Siyaram was the part of the Siyaram Poddar Group of companies, which had the turnover of $ 209 billion in 2000-01. The group, founded in 1954, was into the textile (yarns, fabrics and garments), paper/paperboards and tyres (rubber tyres and tubes) businesses...

The J.Hampstead Story

J.Hampstead was the very popular suiting brand in Europe, renowned for its premium 100% wool suitings woven from rich natural fibers like merino wool, cashmere and wool silk. In 1995, Siyaram tied up with J.Hampstead for marketing its suiting’s in India.
Company imported fabric from Italy. It was priced in the range of Rs 1,500-1,600 per meter. In September 1997, Siyaram decided to begin manufacturing the brand at its plants with technical assistance from J.Hampstead...

The Cronje Scandal

In April 2000, New Delhi police unearthed one of the biggest scandals ever to hit world of cricket. While investigating a local corruption case, officials recorded phone conversations between Hansie Cronje (Cronje), captain of the South African cricket team, and Sanjeev Chawla, a London-based Indian businessman.

Conversation in the tapes seemed to implicate both men in illegal betting on the match played in February 2000 in India. After initial denials, Cronje conceded that he had accepted $ 15,000 to fix the match. News shocked both cricket fans and the media alike - Cronje's face was smeared with black paint on posters across the country.

Siyaram Silk Mills Ltd. (Siyaram), one of India's leading textile companies, was also affected badly by this controversy. Hansie Cronje was one of the key celebrity endorsers for Siyaram's J.Hampstead brand of clothing. Campaign featuring Cronje had been running on the print, electronic and outdoor media from March 2000. Siyaram and its advertising agency, Percept, watched in dismay as their celebrity endorser turned into the internationally hated sportsman overnight.

Issue raised the heated debate in corporate and media circles regarding perils of using celebrity endorsement. Percept sources commented, "This mess is horrible."Siyaram pulled down all billboards featuring whole South African team across the country. The J.Hampstead campaign was completely withdrawn, almost 20 days before it completed its scheduled run on hoardings and television...
The Celebrity Endorsement Issue

Celebrity endorsements began way back in the 19th century with UK's Queen Victoria endorsing Cadbury's Cocoa. Using celebrities for promotion has been a common marketing communications strategy, practiced globally. Marketers believe celebrity endorsers are more effective than non-celebrity endorsers in generating actual sales from the customers, and positively influence the consumption of the products they are associated with...

The Aftermath

Cronje had to resign from South African team and was barred from playing cricket ever again. In South Africa, the Spur Restaurant Chain in Johannesburg ended a multi-million rand -advertising contract with Cronje.

Controversy heated up in next few weeks, with many more Indian and international cricket players being named as parties to illegal match fixing. It was reported that Board of Control for Cricket in India (BCCI) and the Mumbai/Dubai underworld were also involved in the scandal...

Question5) Discussion Questions:

a) Identify advantages and disadvantages of celebrity endorsement?

b) Examine and assess how celebrity endorsement created problems for Siyaram Group?

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