Psi Marketing Case Study

...

The character of Balbir Pasha would become an example of sorts. Situations showing the possibility of him contracting AIDS will compel the audience to rethink on their belief that they cannot contract AIDS. It would be an indirect way of creating awareness and telling the audience that they are at risk. Balbir Pasha mirrors them; they can relate to the character and figure out things for themselves.

In the case, a real person would have been named instead of Balbir Pasha, the stigma associated with AIDS would also be an issue for the person and his environment. Instead, by using a fictitious name, outreach can be maximized to all target groups without attaching any stigma to the person or his environment.

(iii)Assuming the mass media campaign is approved how should the ad budget be allocated between the different media? (assume a campaign that runs for three months)

According to the mentioned cost table we can see that Television is the costliest among all but still the reach is more compared to the others. We have to follow a specific mix of these media to make the campaign a success. We are assuming the campaign is first piloted in Mumbai alone.

Media

Ads per month

Cost

Television

210

$ 63,000

Newspaper ads

30

$ 15,000

Billboards

30

$ 36,000

Total Required Funding

$ 124,000

Reasons for the mix:

- Large Investment in Billboards:

Billboards are the most important area of coverage and we spend almost half of the allocated budget towards it. Most of the high risk segment comes under Truck drivers, Sailors and casual daily wage workers. These individuals can be reached easily through billboards rather than TV ads or Newspapers.

- Medium Investment in Television Ads and ads during Film intervals:

Television is the easiest mass media covering all segments of population and we focus of prime times to address the risk segment. The advertisements are short and need to cater to all segments of the society (children and adults) so that everybody is aware of the disease. Thus, Video Ads will be effective in increasing awareness of people in the medium to high income groups.

- Less Investment in Newspaper ads:

The high risk group has a large proportion of illiterate population which means they will never read newspapers. Hence, newspaper ads will never reach them and as a result, investing in print ads is redundant. But we will advertise using print ads to ensure the general public is aware of such campaigns.

Thus the campaign that can run for 3 months for around $130,000 is formulated considering various factors. Radio ads can be used as an alternate media to reach the audience.