[Rishabh Bhardwaj]

@Sarthak – Actually Bro if this is the case, then you are committing a mistake – you are exclusively talking about the effects of disclaimers. But bro, in real world there is nothing in isolation. Disclaimers are a part of advertisement (that too in a manner that mostly it gets overlooked or shown or read so fast that viewer won’t understand a word), advertisements are part of promotion and promotion is a part of marketing mix. Keeping one thing in isolation and discussing on its effects may lead to some discussion but it won’t be fruitful as in reality it never happens that way.

Considering the involved factors and then coming to a point will lead to more fruitful discussion.

Anyways bro, what I knew I have already wrote. Will be happy to discuss if you can provide a specific situation (because in Marketing, nothing is generic, it is situation specific).

[Rishabh Bhardwaj]

@Sarthak – As you have yourself said that they don’t hamper the sales largely, the point is already proved 😉

Even if we suppose that it will affect few audience, they will be those who do not trust the brand. Because think for a second, if a customer already trusts a brand, he/she will not think about such minor things (disclaimers,etc.) because he/she doesn’t give a damn about it. But suppose a customer is new for a brand, he/she then will go further in order to collect information about the brand. Remember the buying process is not hindered just by a disclaimer, it is a whole process starting with need identification, information collection, choosing alternatives, final selection. In the information collection part, a customer won’t restrict himself/herself just to an ad. He will go beyond that – like asking friends, searching on internet, calling customer care of the company, etc.

But at the end, you wrote on line – “I feel so”. Then it’s ok bro because if that’s what your inner feelings say it’s fine but bro we can’t generalize our opinion without proper logic.

[Rishabh Bhardwaj]

The roles of disclaimers are many. Sometimes, it is used to caution someone about the harmful effects of products like Cigarette, etc. Sometimes, it is used to tell the audience not to take the advertisement at the face value like Mountain Dew advertisements or Thumbs Up (Aaj Kuch Toofani Karte Hain). Sometimes it is used to caution about the risk of the product if not chosen carefully like Mutual Funds advertisements. But think from customer’s perspective. Customer’s purchasing cycle comprises Need or Problem Identification, Consideration, Purchase, After Sales. Now, during Consideration or Purchase phase, customers see which brands can fulfill their needs which further depends on the brand’s marketing mix.

Let’s take a small example of Mutual Funds. You see an advertisement from let’s say ICICI. Now, how will you think on hearing the disclaimer – “People are foolish who really do not read the clause in the agreement properly, but I am very intelligent. I can’t commit such mistakes.” It’s human psychology – we think that we can’t commit mistakes but others can.

So, disclaimers do not affect our buying behavior. Companies put them just to comply with authorities that too in such a manner that mostly it gets overlooked.

[Rishabh Bhardwaj]

Millenials is just a term given to those who were born in 1990s. The youth today are the Millenials. Talking about India, currently it has the highest number of population of Millenials. Seeing India as a developing country with huge growth potential, mostly all the companies are trying to capture customers  here. I agree with Abhirup Sir that it depends on whom you are targeting. But even if you are currently serving different set of customers, Millenials is a segment companies don’t want to ignore and for that companies come up with different value proposition for Millenials. They target them with different set of values.

[Rishabh Bhardwaj]

In order to understand the goal of advertising, first let’s define advertising. Kotler said that Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services via different mediums. Now, there is not a single goal of advertising. We cannot pin-point and say that only sales is the goal of advertising. There are different types of advertising like Persuasive Advertising, Informative Advertising, Reminder Advertising and Reinforcement Advertising, and all have different objectives. Recently we have seen a trend of Sad Advertising which was a kind of Persuasive Advertising mainly done to build a connect between the brand and the customers. Now-a-days, the definition of brand loyalty is changing. It is not just about repeated sales anymore. How your customers are reacting towards your brand (mostly via social digital media), their comments about your brand, etc. etc. With the increasing penetration of internet and increasing data in the company’s hands, advertising is evolving continuously.

Now, we can say that in companies, every expenditure should be justified with an ROI. But if we see through this point, then not only advertising but anything which a company do is to generate its topline otherwise it won’t survive.

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