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    Integrated Marketing Communication Budweiser

    Uploaded by

    Subodh R Wasnick
    The document discusses two advertising campaigns - Budweiser's "Whassup" campaign from the 1990s and a recent campaign for Fortune Rice Bran Health Oil. The Budweiser campaign targeted youth and beer drinkers to increase brand awareness and sales using the memorable "Whassup" greeting. It became a part of pop culture and helped boost Budweiser's stock price and sales. However, the campaign's focus on integrated marketing over product quality limited its long-term sales impact. The rice bran oil campaign aimed to increase awareness of the product's health benefits among health-conscious consumers. It addressed consumers' cognitive concerns about product information and health risks to drive trial purchases. While initially successful in inducing trials

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Integrated Marketing Communication Budweiser

    Uploaded by

    Subodh R Wasnick
    614 views8 pages
    The document discusses two advertising campaigns - Budweiser's "Whassup" campaign from the 1990s and a recent campaign for Fortune Rice Bran Health Oil. The Budweiser campaign targeted youth and beer drinkers to increase brand awareness and sales using the memorable "Whassup" greeting. It became a part of pop culture and helped boost Budweiser's stock price and sales. However, the campaign's focus on integrated marketing over product quality limited its long-term sales impact. The rice bran oil campaign aimed to increase awareness of the product's health benefits among health-conscious consumers. It addressed consumers' cognitive concerns about product information and health risks to drive trial purchases. While initially successful in inducing trials

    Original Description:

    AIDA Model

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    The document discusses two advertising campaigns - Budweiser's "Whassup" campaign from the 1990s and a recent campaign for Fortune Rice Bran Health Oil. The Budweiser campaign targeted youth and beer drinkers to increase brand awareness and sales using the memorable "Whassup" greeting. It became a part of pop culture and helped boost Budweiser's stock price and sales. However, the campaign's focus on integrated marketing over product quality limited its long-term sales impact. The rice bran oil campaign aimed to increase awareness of the product's health benefits among health-conscious consumers. It addressed consumers' cognitive concerns about product information and health risks to drive trial purchases. While initially successful in inducing trials

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    614 views8 pages

    Integrated Marketing Communication Budweiser

    Uploaded by

    Subodh R Wasnick
    The document discusses two advertising campaigns - Budweiser's "Whassup" campaign from the 1990s and a recent campaign for Fortune Rice Bran Health Oil. The Budweiser campaign targeted youth and beer drinkers to increase brand awareness and sales using the memorable "Whassup" greeting. It became a part of pop culture and helped boost Budweiser's stock price and sales. However, the campaign's focus on integrated marketing over product quality limited its long-term sales impact. The rice bran oil campaign aimed to increase awareness of the product's health benefits among health-conscious consumers. It addressed consumers' cognitive concerns about product information and health risks to drive trial purchases. While initially successful in inducing trials

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 8

    Integrated Marketing Communication

    Advertising

    Section A Group No 9
    Amitesh
    Lavanya
    Neha
    Ranbir
    Sandesh
    Subodh

    123

    BUDWEISER Ad campaign

    Target Audience:

    Youth, Middle age men/women


    Beer Drinkers

    Objective of the Ad:

    Budweiser as a Brand
    Peer Influence with Whassup culture in order increase
    sales

    http://www.youtube.com/watch?v=WfD5NTYyC5s

    http://www.youtube.com/watch?v=UDTZCgsZGeA

    Understanding the BUDWEISER Ad campaign through AIDAS Model


    Used in Obama
    campaign strategy
    Won Cannes award
    Parody in Scary Movie

    Satisfaction/

    High repeat purchase

    Loyalty

    Action

    Cult- ad, Increase in stock price, increase in sales, increased


    top of the mind recall

    Desire

    Peer-influence makes it must-to-have, reinforces


    the brand image

    Interest

    Relevant to the TGs life, shows- brand


    understands them, Bro-ism, camaraderie
    Out of the box ad, quirky, nontraditional, looks crazy

    Attention

    The communication seeks to address which stage of the Hierarchy of effects Model?
    Cognitive

    Affective

    Meaning

    Does the ad addresses this?

    Facts, Product information

    No

    Affects attitudes, feelings, life

    Yes

    Attitudes become habits/phenomenon is made

    Yes- established a culture

    Behavioral

    Once Whassup?! became part of the pop-culture vocabulary, the campaign had an air
    of that overcame all demographic divisions. As Advertising Age put it, Any
    widespread public validation advertising that bridges generation gaps so that even
    our mothers are leaving Whassup?! messages on our answering machines must be a
    good one.

    Sales impact-Long run


    Successful campaign
    could not sustain sales
    Too much focus on IMC and
    less on product quality was
    biggest reason

    Fortune Rice Bran Health Oil Ad

    Fortune Rice Bran Health Oil Ad

    Target Audience:

    Health conscious consumers


    Three-fourths of the country's population
    suffering from abnormal levels of
    cholesterol or triglycerides - a condition
    called dyslipidemia as per Indian Council
    of Medical Research ( ICMR) report

    Objective of the Ad:

    Inform people about the benefits of FRBHO


    Induce trial purchase to minimize
    cholesterol level

    Understanding the FRBHO Ad through AIDA Model


    Satisfaction/

    Widen consumer base

    Loyalty

    Action
    Desire

    Induce trial purchase, reinforce the belief of current users

    Makes it imperative to purchase for a healthier life


    Relevant to the TGs life, It depicts all the
    benefits and the product features

    Interest

    It addresses the prejudice of


    people for everything new,
    appeals to their health conscious
    fearful side

    Attention

    The communication seeks to address which stage of the Hierarchy of effects Model?
    Cognitive

    Affective

    Behavioral

    Meaning

    Does the ad addresses


    this?

    Facts, Product information

    Yes

    Affects attitudes, feelings, life

    Yes

    Attitudes become habits/phenomenon


    is made

    No

    Ad released at a time when people are becoming health-conscious


    The makers of the ad have tried to cover all the possible bases by addressing all the
    concerns that any new user might have, be it product features, benefits or performance

    Sales impact-Long run


    Successful campaign Able
    to induce trial purchases
    Relatively new ad
    Market space being cluttered
    with release of competitor
    products with similar benefits

    Thank You

    Amitesh | Lavanya | Neha | Ranbir | Sandesh | Subodh

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