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Marketing Management/Essentials of Marketing

Notes was translated into creating a distinct personality of the Taj as caring, efficient, and
enigmatic. The line went, “She is the Taj.” The base line was, “Nobody cares as much.”
Today, after a century since it was established, the Taj is all set to conquer.
Economic Times of December 15, 2004 reported in its ‘Brand Equity’ that among hotels, Taj is ranked
as ‘number one brand followed by Oberoi Hotels, ITC Hotels and Hyatt, respectively.

Questions
1. Analyse the case and determine the positioning of Taj. Do you think the advertising
theme that is appropriate to reflect what it aims to communicate?

2. Why did Taj spent large sums of money to renovate its hotels?
3. Suggest an appropriate theme for an alternative campaign than the present one.
Source: “The Crown’s Subjects,” A & M, February 15, 2000.

11.1.4 Evaluating Advertising

1. The advertising program should regularly evaluate both the communication effects and
the sales effects of advertising regularly. This reveals whether or not an ad is communicating
well. This involves copy testing (measuring the communication effect of an advertisement
before or after it is printed or broadcast).
2. The sales effect is often harder to measure than the communication effect since sales are
affected by many factors besides advertising. Methods that can be used are:

(a) Comparing past sales with past advertising expenditures.
(b) Design experiments to examine different expenditure levels.
Figure 11.5: Evaluating Advertising

Task Collect three print ads and identify the appeals they use. Do you think the
appeals used are appropriate?

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