Post on 24-Nov-2015
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Promotion - The 4th PIntegrated Marketing Communications
Marketing Communications is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor
Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor
Public Relations - not paidPromotions - short term sales methodDirect Marketing - no media involved
Advertising ObjectivesInformative - create awareness, educate consumers, tackle benefit barriers, building positive imagery
Persuasive- create preference, induce trials/purchase, shift loyalties, create cognitive dissonance
Reminder- maintain TOM awareness,
How does an advertising agency function?Science of marketing management meets the art of creative 90% perspiration10% ideation
How does advertising work?Consumers pay most attention to messages which are relevant to their own circumstances and point of viewMessages act as signpostsConsumers do things if the message motivates them to shift from their current viewsESP vs. USP
Players in AdvertisingAdvertisersMediaAdvertising agenciesSuppliersProcessorsFilm production houses&Consumerwww.afaqs.com
Typical advertising agency structure
The triangle of delight - advertising CreativeCopywriter, Art DirectorMediaPlanner, buyer, Operations
Account ManagementAccount planning, Client servicing
Advertising
The triangle of delight media Content and ProductionMarketingSpace selling, Investments
Co-ordination
Advertising
The triangle of delight media Content and ProductionMarketingSpace selling, Investments
Co-ordination
Advertising
The Media Buying ExecutiveListenerRuthless (internally)Quick thinkerWilling to slog it outQuantitative techniques
Process Map of AdvertisingBriefStrategy/InsightsCreativeMediaFinancialsCollectionMonitorResearch
The Account ExecutiveThe client service is responsible for the co-ordination between the client and the agencyHe is responsible for the creative and the strategic output of the agency
The Account ExecutiveHe is the key resource for the clientHe is the business head for the agencyHe is the key salesman for the creativeand he is the revenue guy for his MD!
Responsibilities of an CSEBriefStrategy/InsightsCreativeMediaFinancialsCollectionMonitorResearch
BriefUnderstand the productManage the informationLearnings from researchSelect the key benefitExcite the creative team
Kaminomoto
Consumer Insight:
An insight is
The effectit has
A deeply felt human truth that links our lives to our brandInstant attentionTouched a nerveHit a hot-buttonStruck a chordA new angle on old subjectLong term connectionThe brand understands helps meTrue and new+
InsightsEveryone feels he/she looks very good in a particular angle, which only one photographer has figured out as yet. They use old photographs foreverWomen spare a last look in the mirrorCar drivers look down upon three-wheelers, three wheelers look down upon 2 wheelers, and so onWhen it comes to a dish, we always check others before touching yoursPeople communicate strangely in different situations train, bus, lift, roadA son/daughter remains one foreverSins drive guilt for a lifetime
ADVERTISING STRATEGYTarget AudienceCurrent BeliefDesired BeliefCurrent DoDesired DoPropositionSupport
ADVERTISING STRATEGYMothersKidsIcecreams/chocolates mess up the teethBrushing is the only dental hygiene habitAllows them to be happyAVOIDShift!Pepsodent kills germseven hours after brushingSuperior germicheck formula
Media stepsDecide on reach, frequency, impactChoosing among media optionsSelecting the media vehicleSchedulingDeciding on geographical media allocation
Deciding on media - Reach, frequency, impact
Reach: The number of different persons exposed to a particular media at least once during a specified time periodFrequency: The number of times within a specified time period that an average person is exposed to the messageImpact: Qualitative value of an exposure through a given medium
Media Choices
Sheet1
MediumAdvantagesLimitations
NewspapersFlexibility, topical,short life, small pass-
localised, crediblealong audience
TelevisionAudio + video, captiveimmobile, expensive, high
high reachclutter, less selectivity
RadioMass use, economicalless attention, fleeting
Selecting the media vehicleCirculation/ viewership/ listenershipCost per thousandImpact
SchedulingMacroscheduling - seasonal and business cycle trends, lag effectMicroscheduling - concentrated/continuous/ intermittentContinuity/concentration/flighting
Hamara BajajFear of HondaKinetic popularityStrengths from indiannessCountrywide appeal
NewNo relevance in terms of customerNo relevance in terms of productsNo relevance in terms of environment
But, the core of the thought was IndianThe new commercial was focussed on CHANGING INDIA, UNCHANGING INDIANNESS
What does it offer?Career fulfillingchallengingmoneygrowthLifestyle -9 to 5 jobjoyfamily lifetravel and hotelsglamour
What do you need to have in you?Information comfortKnowledge attitudeLeadership skillsLove peopleRelationship builderGood presentation skillsPersonalityThought worker
Future shockSpecialisation will be the order of the dayIn medium to long term, successful Client Service personnel will shift to consultancy, internet start-ups, or specialised media like DM, Event Management, Rural marketing, TV or Radio
Future shockAdvertisers will buy strategy, creative and media from specialistsThey will have an Advertising co-ordinatorLarge agencies will try to specialise in any one of these fieldsSmall agencies will be advertising even smaller brands
Future shockBusinesses will be more vulnerable and will work towards reducing risksResearch will only continue to grow, with the virgin territory of the internet
So, is client service an endangered species?99% India believes in inertiaIT will change the way advertising operates
If you do enough things poorly, you will go out of businessBILL GATES
Business@The Speed of ThoughtInformation flow is the lifebloodThe internet changes everythingManage knowledge to improve strategic thoughtsBring insights to business operationsExpect the unexpected
Art of survivalResolveDisciplineKnow moreAdaptPass the baton with a smile
OGILVY ON ADVERTISINGIf each of us hires people who are smaller than we are then we will become a company of dwarfs.But if each of us hires people who are bigger than we are, we shall become a company of giants.
THANK YOU
Advertising BudgetStage in the PLCMarket share and consumer baseCompetition and clutterAdvertising frequencyProduct substitutability
Creative StrategyMessage GenerationMessage Evaluation and selectionExecutionReview
Message GenerationInductive - one-on-ones with dealers, customers, experts and competitorsDeductive - Benefit - rational/sensory/social or ego satisfaction through post usage experience(testimonials), in-use experience(descriptors) or incidental-to-use experience.
Message Evaluation and selection
DesirabilityExclusiveness and Believability
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