Thesis Reports by DSC Students

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Thesis Reports by DSC Students

• In an attempt to bring together
• existing knowledge, or add to new
• knowledge making it relevant for the
• tomorrows, we present to you some key
• insights on specific topics.
• These include the following

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• Sex in Advertising
• 2. The Role of Numbers in Building Brands
• Social Trends in Urban India and Their Impact on
  Marketing and Communication
• Mainstream Cinema as a Reflection of Popular
  Culture
• 5. The Ten Deadly Sins Advertising
• 6.Men in Advertising

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• Sex in Advertising
• An element of Sex is a strong tool for
  engaging the Target Audience but its relevance to
  the brand is important to motivate people to buy
• Observations
• Increasing tolerance to Sex in Advertising in
  sex-related product categories
• Blatant use of sex found offensive
• Little guarantee of Brand Recall
• May even devalue Brand Image

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The Role of Numbers in Building Brands

• First ever such study
• Appropriate blend of Logic with Emotions is
  critical for Brand success
• Facts stated in an ad must be true and credible
  trumpeting to the audience that you are number 1
  , does not sell
• It is better to be first in the mind than to be
  first in the marketplace

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• When brands give a particular time frame,as
  in the case of Raymond- Since 1925- meaning it
  has been there for the past 78 years
• It shows undoubtedly that they have been
  innovating and evolving constantly
• Hidden proof of their experience as well as
  credence and reliability

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• Types of Ads Liked
• Humorous 46
• Simple 19
• Factual 16
• Others 19

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• Ads positioning the Brand as No. 1
• 40 - probably liked the brand
• 20 - definitely liked the brand
• 40 - gave no reaction
• People Buying Brands
• that say I m No.1
• Will buy 21
• Will not buy - 50
• May buy 29

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• Social Trends in Urban India and Their Impact on
  Marketing and Communication

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Case Family Purchasing a Car

• Father Bases purchase on Technology and Price
• Mother Comfort and Style
• Children Colour and Gimmicks
• In the current marketing scenario,the whole
  family participates in the purchase decision of
  consumer durables

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Mainstream Cinema as a Reflection of Popular
Culture

• This study travels across Parallel and Commercial
  Cinema and the new Crossover Cinema which
  provides for
• global cultural influences
• and
• discusses new societal trends such as parents
  as friends, homosexuality, infatuation for the
  older person and related human issues

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The Ten Deadly Sins Advertising

• Professionals use these unconscious urges in
  creating advertising
• Self-Esteem
• Personal Enjoyment
• Curiosity
• Destructiveness
• Greed

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• The unconscious urges in advertising
• Humour
• Altruism
• Constructiveness
• Guilt
• Imitation

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Men in Advertising

• There is more to being a Man than being macho
• Traditionalist - 25
• Pleasure Seeker - 40
• Social Chameleon - 25
• Intrinsic Progressive - 10

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Key Findings from Consumers Advertising Experts

• 90 respondents stressed upon the importance of
  male models in TV ads
• Male brands with Top of Mind Recall-Raymonds,
  Gillette, Axe Reebok
• Parameters liked in the ads- masculinity, sex
  appeal,sensitivity and caring attitude
• Indian males are emotional too!

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• These were some of the key insights that were
  gleaned from the relevant thesis
  topics.However,here we would hasten to add that
  this was just a drop in the ocean,just the tip of
  the iceberg.The following are some of the other
  relevant topics which we feel will be of special
  interest to you

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• Scheme vs.Theme Advertising
• Outsourcing of Media Activities
• The Role of Colours in Brand Building
• TV Viewership During a Commercial Break
• In-Film Advertising

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• Brand Equity Revisited
• Societal Values in Advertising
• Changes in the Viewership Trend of Mass Channels
  Among Women
• Provocative Headlines
• For more information please contact
  Prof. Ramola Kumar, Dean, DSC at
  9811228553 or E-mail ID info_at_thedelhischoolof
  communication