ADVERTISING AND PUBLIC RELATION

TERM PAPER DOCUMENTATION FOR THE TOPIC

ON

CREATIVE STRATEGY FOR ADVERTISING WITH THE HELP OF CAMPAIGN TOOL

What is Campaign?

A campaign can be defined as a uni-focus, shortterm communication program, making use ofvarious mass media, aimed at a defined targetaudience.

In an advertising campaign, strategy is consideredthe most important part of the campaign. Thepre campaign decisions were taken and includedin the strategy.

Since the campaign are cost intensive, it isimportant to plan to precision to achieve thedesired response.

5W’s and 1H of campaign

Effective campaign must answer 5W’s and 1H:

Who: The target audience/segment or targetmarket.

What: What is to be said to elicit the desiredresponse. What to say? It includes the keycommunication proposition.

Where: Where our target audience located,what media do they attend to. It include themedia vehicles for the campaign.

5W’s and 1H of campaign

Why: The objectives of the campaign, both advertising and marketing objectives.

When: It decides the timetable. Some products are all season, while other are seasonal. It includes the scheduling of the campaign.

How: The crucial strategy. It is the art and science of deploying available resources to attain objectives in the face of active competition. Strategy needs to cover both creative and media angle.

Planning an Advertising Campaign

• General Steps in Developing and Implementing an Adv. Campaign:

1.• Identify and Analyze Target Audience

2.• Define Advertising Objectives

3.• Create Advertising Problem

Planning an Advertising Campaign

4.• Determine Advertising Budget or Appropriation

5.• Develop Media Plan

6.• Create Advertisement Message

7.• Executes Campaign

8.• Evaluate Advertisement Effectiveness

• End of the Advertisement Campaign

Titan’s Joy Of Gifting Ad

• In December 2013, Titan created an emotional stir with its ad extending its brand proposition

• Involved viewers with titan tune

• The ad is also being pushed organically through social networks while emphasizing around the key message – joy of gifting. With the aim to involve people through social media

• Link on YouTube ad that leads to the contests like “titan joy of music” and “titan joy of gifting”

• Well timed around the holidays and the wedding season, the Titan Joy of Gifting ad has managed to create a place in our hearts when it comes to the perfect gift.

• the hero of the ad seems to be the Titan tune and this has been well stressed upon with the joy of music contest.

• Social media platforms have been leveraged well to enable the community to be a part of the Titan tune and set the stage for further brand communication.

Shopclues.com ad campaign

• Includes a revamp of our desktop and mobile sites, a rebranding exercise

with a new logo and other assets

• To tap into new customer pools and diverse markets with mass media

campaign, as well as to further grow merchant base.

• The essence of the Shop Clues campaign is to speak directly to the

customer – to engage in a dialogue with him, in a language and context that

he will relate to – while communicating our core benefits of value for

money and a great selection of products.

• The TVC will be aired for about four to six weeks across GECs, music

channels, Hindi news channels, movie channels and youth entertainment

channels.

Coca Cola Campaign - 2013

Bringing India and Pakistan Together

The Main Idea Behind the Campaign

• It was to bring two strangers to share a moment and break the borders. To create friendship among the people living in both the countries.

• They feel that differences among the countries is mainly due to the communication gap.

• They have targeted the current youth in both the countries and the video went viral in all the social networking platforms.

• Campaign was a great success.

How did they Implement?

• Vending machines in India and Pakistan.

• People from one country interacts with another through vending machines.

• Virtual touch, sing, dance and later share the drink.

Selfies

Power of a selfie

• APRIL 02, 2014 On Oscar night, Ellen DeGeneres snapped aselfie with a group of movie stars. Moments later, that postedpicture brought Twitter to a halt and became the mosttweeted picture with over 33 million retweets across theWeb.

Companies carried selfie campaigns

SELFIES IN CARSToyota added a cause marketing twist to the selfie marketing trend with their“don’t shoot and drive” campaign. It included a message warning drivers notto take selfies while driving and educated them on the risks. To drive homethe message they created an ad with a totaled car that had Instagram flair. Itshows a totaled car with a variety of different Instagram filters.

EYEWEAR SELFIESWarby Parker eyewear knew for a lot of people it wasn’t natural to buyglasses online. This campaign helped. They let customers upload a picture ofthem and choose five of their favorites. Then they sent them the glasses totry out. People were asked to share a selfie of them wearing different glasseson social networks and ask which pair their friends liked best.

Continue…

RESTAURANT SELFIESTo celebrate their 30th birthday, Hooters restaurants, asked 300,000 of theirformer waitresses to go to a Hoosters on that day and snap a selfie to shareon Instagram with the hashtag (stepintoawesome). They invited theircustomers to take selfies too and post them to their social network of choice.

Selfie

The 19-year-old Russian student took a breathtaking photograph from atop skyscraper while on vacationing in Dubai.

SOURCE: http://www.forbes.com/sites/davidsturt/2014/04/29/the-selfie-mental-disorder-or-insight-to-getting-better-results/http://www.relevantmagazine.com/slices/doctor-addiction-taking-selfies-may-cause-mental-illness