Commercial Applications
Write a short note on informative advertising.
Advertising
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Answer
Informative Advertising — Informative advertising is a type of advertising that contains information about a product, service, or institution.
Key Features of Informative Advertising:
- Provides Information — It informs consumers about the availability, features, and benefits of products.
- Educational in Nature — It educates consumers about new products, technologies, and proper use of products.
- Used at Introductory Stage — It is mostly used during the introductory stage of new products when consumers need to be made aware of what the product is and what it does.
- Builds Awareness — It helps create primary awareness about a product category before persuading customers to buy.
- Factual Approach — It uses a factual and rational approach rather than emotional appeals.
Examples of Informative Advertising:
- Advertisements suggesting how to save petrol or avoid accidents.
- Advertisements explaining the features of new mobile phones or electronic gadgets.
- Government advertisements about health awareness, vaccination campaigns, and tax filing procedures.
Informative advertising plays a vital role in helping consumers make informed choices and improving overall consumer awareness in the market.
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CASE STUDY
Innovation and brand consultant, Anisha Motwani, believes that free trials or sampling as a strategy is mostly prevalent and successful in categories that have deep seated habits and have high frequency of consumption. Brand switching in this category require attitude and behavior changes and free sampling influences customers to try new brands and thus increasing the probability of purchase. Such categories could include newspapers, food products, etc. Free trials can also be found in case of expensive offerings where consumers prefer sampling before making a final commitment……
Success of Reliance Jio in the intensely competitive Indian telecom market brings forth the strength of trial marketing strategy, even in the service industry. Reliance Jio Infocomm Ltd offered free sampling of Jio’s voice calling, text messaging, and data services, and acquired stupendous 100 million subscribers, of which it continued to retain 72 million even after the free trial period ended.
Conventional wisdom suggests that brand that indulge in trials and discounts erode brand value. Here’s the reality though. People value brands. But people also seek value for money ……
Source:
https://www.ascdegreecollege.ac.in/wp-content/uploads/2020/12/Marketing-Management-Indian-Cases.pdfWith reference to the case study answer the following question:
With reference to the case study, explain the term Brand and its types.
Ms. Asha started a cosmetic business and tried to develop a positive image of her brand product towards her customers. With reference to this, explain any two methods of Brand Promotion implemented by Ms. Asha to increase brand loyalty among her customers.