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Agenda
• The 6 questions: WHY, WHAT, WHEN, WHERE,
HOW and WHO
• The brief: the most important aspect in
message development
• The communication strategy: the roadmap
• What goes into a message
• Media: conventional and emerging
• Some great advertising
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WHATare we trying to sell?
• Knowledge is key here: if you don’t understand
what your consumer / customer wants, you will
be de-selling
• Relevant information
• Advertising in B2B is serious: no frivolity there
• Babes and babies don’t sell serious advertising
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HOW do we advertise?
• The importance of message development
• Breaking the message into the strategic and
creative components
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WHO are we?- Seller
Defining goals: short term and long term
Define priorities
Zone in on the right advertising agency
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WHO are we
talking to?
Target
audience
– If you don’t know
them, you don’t
know what you are
talking about
- Promise versus
reality perception
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• An ad is as good as its brief
• Facts, figures
• Are the client and agency thinking on the same
platform?
• Constructing the brief
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Communication strategy
• The roadmap to effective advertising
• Include all possible avenues that can reach out to the
consumer
• Brands need to evolve with the times
• Go out into the market: great advertising does not
happen inside the studio
• Learn from the client; if you are the client, share
information
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Copy
• The soul of advertising
• The most powerful copy is often the simplest
• When everyone talks the same thing, think
lateral
• Copy and visuals go together; if they don’t
there is little harmony
• If the copy is powerful enough, forget the
visuals
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Visuals
• Relevance is key
• Pictures speak a thousand words
• Out of the box is great. But if your audience
does not understand it, you have achieved
little
• The same concept, the same visuals: where
does the product stand amidst the
competition?
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The need to adapt today
• Too much happening everywhere
• Too many conventional forms and thus, a
chance of too much spillover
• The need to connect with the consumer at
every chance a brand can get
• Cost Vs Benefit ratio
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The concept must connect all
• Importance of arriving at a concept that can
be seamlessly integrated across all media
• Talk the same language everywhere, all the
time
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The concept must connect all
• Execution across all media has to be different
• Execution is key: a great concept can be killed
by bad execution. And a great execution can
add value to an ordinary concept
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A quick recap
• Know the 6Qsbefore you get to advertising
• Understand your consumers / clients
• Promise-reality balance
• Media relevance
• Execution
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On a signing note
• Responsibility in message development
• Social relevance
• Caring enough about what we work for and whom
we are addressing
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Here’s to a great career in advertising or a great
relationship with an advertising agency
Shobhana Kumar
shobhana@edventures1.com
+91-9787-55-55-44
Notas do Editor
Communication strategy: without it, you will be like a horse with blinkers
1. competition, create TOMR
2. Some businesses can build trust only over time: education and health care, for instance.
Remember, advertising rarely closes a sale itself; it can only pave the way for it.
Relevant information:
Promise toothpaste, Dove: still in vogue
The aadi sale ads – where is brand building
Airtel, Vodaphone
Clutter of print; reach, spillover
Define goals: what is it that we want out of a piece of communication? In the short term and long term?
Define priorities: why, when, who, where, what? What is the need of the moment?
Zone in: does the agency have exposure to your nature of business?
Define goals: what is it that we want out of a piece of communication? In the short term and long term?
Define priorities: why, when, who, where, what? What is the need of the moment?
Zone in: does the agency have exposure to your nature of business?
18 miracles of research – David Ogilvy: he was a researcher before he turned copywriter. “Advertising professional who ignore research are like army generals who ignore decodes of enemy signals’
Consumers react to different things differently at different times
Savourit: the vermicelli story
India is very different from foreign markets
Vodaphone
Logos – of companies: Godrej, videocon
Volkswagen Beetle
Daag achcha hai
Act II popcorn
Volkswagen Beetle
Daag achcha hai
Act II popcorn
JK Cements
Axe, Zatak
Mentos
Chlormint
Jewellery ads in the South
Aadi sale again