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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