MM03
Advertising and Brand Management
(For CNM Cases)
Assignment – II
Assignment
Code: 2016MM03A2 Last Date of Submission: 30th
April 2016
Maximum Marks: 100
Attempt all the
questions. All the questions are compulsory and carry equal marks.
Section-A
1. Outline the importance of creative work in advertising? How does innovative creative and
message strategy help in inducing positive response from the target audience?
2. Give a brief illustration of a typical organization structure of an advertising media agency? Explain the
relevance and importance of the Production and Traffic Department of a media
agency?
3.
Discuss
the relevance of measuring the effectiveness
of an advertising campaign? Explain the characteristics of the following
tests performed for evaluating the success of a promotional campaign:
(a)
Consumer Juries
(b)
Portfolio Tests
(c)
Tests on Brand Recall and Recognition
4. (a) Describe the Firm Level and Consumer Level measures of
Brand Equity? Is Brand Resonance
important for building a strong brand image in the long run?
(b) Explain
with examples the following aspects of Branding:
-
Co-branding
- Brand Extension
Section-B
Case
Study: The
Siyaram Celebrity Endorsement Experience
Siyaram was a
part of the Siyaram Poddar Group of companies, which had a 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 a 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.
The company imported the 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...
In April 2000, the New Delhi police
unearthed one of the biggest scandals ever to hit the world of cricket. While
investigating a local corruption case, officials recorded phone conversations
between Hansie Cronje (Cronje), the captain of the South African cricket team,
and Sanjeev Chawla, a London-based Indian businessman.
The
conversation in the tapes seemed to implicate both men in illegal betting on a
match played in February 2000 in India. After initial denials, Cronje conceded
that he had accepted $ 15,000 to fix the match. The 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. The 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 an internationally hated sportsman overnight.
The
issue raised a heated debate in corporate and media circles regarding the
perils of using celebrity endorsement. Percept sources commented, "This
mess is horrible."Siyaram pulled
down all the billboards featuring the entire 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...
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...
Cronje had to
resign from the 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.
The controversy heated up in the
next few weeks, with many more Indian and international cricket players being
named as parties to illegal match fixing. It was reported that the Board of
Control for Cricket in India (BCCI) and the Mumbai/Dubai underworld were also
involved in the scandal...
5. Discussion Questions:
a.
Identify
the advantages and disadvantages of celebrity endorsement?
b.
Examine
and assess how celebrity endorsement created problems for Siyaram Group?
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