1. ADVERTISING PLANNING CYCLE Where are we? ↓ Why are we? ↓ Where could/should we be? ↓ How could we get there? ↓ Are we getting there? ↓ Where are we?

2. ADVERTISING STRATEGY BASED ON COMPANY PLAN ↓ THE INDIVIDUAL BRAND’S MARKETING STRATEGY ↓ THE BRAND’S ADVERTISEMENT STRATEGY

4. DEFINING TARGET AUDIENCE 1.NEW USERS ENTERING A GROWING MARKET 2.NEW USERS ENTERING A GROWING MARKET SEGMENT FROM A DIFFERENT SEGMENT 3.ATTRACTING USERS OF OTHER BRANDS WITHIN THE MARKET SEGMENT 4.INCREASED USAGE FREQUENCY 5.INCREASED USAGE QUANTITY THROUGH GENERATING NEW USERS 6.RETAIN EXISTING USERS AND MAINTAINING THEIR USAGE FREQUENCY/QUANTITY

7. SOME OF THE PROPOSITIONS CAN BE: PROPOSITION EXAMPLES PRODUCT CHARACTERISTICS ARIEL, WHISPER USER CHARACTERISTICS SANTRO (SHAH RUKH) TATA TEA, SPEED WAYS OF USING THE PRODUCT CADBURY’S, VIP HOW THE PRODUCT IS MADE KITPLY, DANDI PRICE CHARACTERISTICS NIRMA IMAGE CHARACTERISTICS SURF, LUX SATISFYING PSYCHOLOGICAL/ PHYSIOLOGICAL NEED PERK, KS, COMPLAN PRODUCT HERITAGE RAYMONDS, TATA DISADVANTAGE OF NON-USE HARPIC/ CEASEFIRE DIRECT COMPARISON WITH COMPETITORS THUMPS UP/ SPRITE NEWSWORTHINESS BRITTANNIA GENERIC BENEFITS DRUGS (OTC)/ DETTOL

8. ROLES OF ADVERTISEMENTS: KING CONTINUUM: DIRECT: . TAKE ACTION ( PROMOTIONAL ADVERTISEMENTS ) . SEEK INFORMATION ( LIC ) . RELATE TO NEEDS/WANTS/DESIRES ( KRACK CREAM ) . RECALL SATISFACTION/ SHORTLIST ( FAIR GLOW SOAP ) . MODIFY ATTITUDES ( PEPSI DURING MONSOON ) INDIRECT: . REINFORCE ATTITUDES ( SANTOOR: YOUNGER LOOK )

10. FCB GRID: THINK FEEL HIP LEARN – FEEL –DO FEEL –LEARN –DO (CAMERA/CARS) (SHAMPOO/OIL SACHETS) LIP DO-LEARN-FEEL DO-FEEL – LEARN (GREETING CARDS) (PERFUMES/COSMETICS)

11. THREE CRITICAL ASPECTS OF EFFECT ON VIEWERS: INVOLVEMENT : PROVIDING IMMEDIATE CHALLENGE/ INTEREST STATUS / GENERATE ENHANCEMENT LIKEABILITY: OGILVY CENTRE STUDY: INGENUITY / MEANINGFULNESS/ WARMTH/ ENERGY/ RUBS THE WRONG WAY RECALL OF COMMUNICATION: RECALL = ATTENTION + LIKING ↑ ↑ LIKEABILITY INVOLVEMENT

15. WHAT MAKES A SUCCESSFUL ADVERTISEMENT? BRANDING : CLEAR, STRONG BRANDING CONSISTENCY : MUSIC,SOUND, SYBOLS, STYLES ETC. UNIQUENESS : DISTINCTIVE COMMUNICATION INVOLVEMENT : GENERATING IDENTIFICATION/ EMPATHY/TRIGGER POSITIVE EMOTIONS/AVOID CAUSING FEAR/CURRENT TRENDS LIKEABILITY: STORY/MAIN MESSAGE - DRAMATIC VALUE OF EXPERIENCING –ATTRACTIVE PICTURES/MUSIC RELEVANCE AND UNDERSTANDING: PLC/ NO OVER EMPHASIS/CLEAR UNDERSTANDING EXECUTION ELEMENTS: GOOD CASTING/NO SOUND INCOSISTENCIES/ ATTENTION TO DETAILS/ STORIES SHOULD NOT BE COMPLICATED/ ACOUSTICS/ FAST CUTS AND SEQENCES TO BE AVOIDED

16. ISSUES THAT AFFECT THE ADVERTISEMENT DEVELOPMENT PROCESS: MARKET INFORMATION/CONSUMER INFORMATION CREATIVE BRIEF SHORT LISTING CONCEPTS TESTING FINE-TUNING THE STORY BOARD PRODUCER’S CHOICE

17. COPY WRITING KINDS OF ADVERTISING COPY: NATIONAL ADVERTISING/ RETAIL ADVERTISING/ TRADE ADVERTISING/ INDUSTRIAL ADVERTISING/ PROFESSIONAL ADVERTISING/ NON PRODUCT OR IDEA ADVERTISING

19. BUYING MOTIVES TO BE UNDERSTOOD BY COPY WRITER: DESIRE FOR RECOGNITION FROM ONE’S PEERS DESIRE FOR SUPERIORITY DESIRE FOR GOOD HEALTH AND LONG LIFE DESIRE FOR COMFORT DESIRE FOR APPETISING FOOD AND DRINK DESIRE FOR SECURITY DESIRE TO EARN MONEY DESIRE TO SAVE MONEY DESIRE TO PROTECT ONE’S FAMILY DESIRE TO WIN APPROVAL OF THE OPPOSITE SEX DESIRE TO SAVE TIME DESIRE TO MINIMISE LABOUR DESIRE FOR AMUSEMENT

20. COPY APPEALS ACQUISITIVENESS - ONIDA LOVE AND SEX - MOODS/ TUFF SHOES EGOTISM, STATUS OR PRESTIGE - HYUDAI ACCENT HEALTH AND VANITY - VIDEOCON/LG CURIOSITY - NESCAFE/ TITAN DUTY OR OBLIGATION - WESTERN UNION HERO WORSHIP - AB COMFORT - INDIGO SENSORY REACTION - NOKIA / KURLON OR PLEASURE FEAR - MK SWICHES/LIC HAPPY HOME LIFE - WHIRLPOOL/V-GUARD

21. CHECKLIST FOR HEADLINES: PRESENCE OF HEADLINE MUST BE ARRESTING DRAW THE READER’S INTEREST INTO THE BODY COPY SELECT THE INTERESTED POTENTIAL CUSTOMER CARRY THE MAIN SELLING PROPOSITION COMPLETE SENTENCE CONTAIN A VERB – ADD DRAMA AND ACTION PROVACATIVE HEADLINE IF NEEDED

22. CHECKLIST FOR COPY WRITING MUST INVOLVE THE SELECTED AUDIENCE SHOULD COMMUNICATE ITS OBJECTIVE CLEARLY WORK WITH THE VISUAL HELP PROVIDE IDENTITY FOR THE PRODUCT PROVIDE CONTINUITY/ MAINTAIN THE “YOU” POINT AVOID SAYING WE GIVE 50% DISCOUNT INSTEAD SAY YOU HAVE 50%. OPEN WITH CUSTOMER BENEFIT MAKE BELIEVABLE STATEMENTS SUPPORT ALL CLAIMS WITH SPECIFIC PROOF INFORM WHERE TO BUY THE PRODUCT USE LANGUAGE THAT IS APPROPRIATE, CURRENT & HONEST MAKE A CLOSING STATEMENT

23. GUIDELINES FOR CREATING EFFECTIVE RADIO COMMERCIALS ISOLATE THE OBJECTIVE OF A GIVEN COMMERCIAL OPEN WITH AN ATTENTION-GETTING SOUND DEVICE PRESENT AN INFORMATIVE MESSAGE THAT WILL CREATE PLEASANT PRODUCT ASSOCIATIONS KEEP SELLING POINTS TO A MINIMUM USE WORD TO CREATE PICTURES; USE THE SOUND OF WORDS REPEAT IMPORTANT WORDS, ELEMENTS AND NAMES AVOID OFFENDING YOUR LISTENERS WITH UNBELIEVABLE CLAIMS OR SUSPCIOUS OFFERS PERSUADE, DO NOT BULLY THE LISTENERS AVOID TOUNGE TWISTERS KEEP THE DIALOGUE BELIEVABLE AND UNFORCED MAKE YOUR ENDINGS STRONG, POSITIVE NEVER FORGET YOU ARE WRITING FOR THE EAR/MIND READ THE SCRIPT ALOUD FOR CLARITY AND TIMING KEEP THE COSTS OF PRODUCTION IN MIND

24. GUIDELINES FOR EFFECTIVE TV COMMERCIALS SINGLE OUT ONE IMPORTANT SELLING POINT OR PRODUCT BENEFIT THE VIDEO AND AUDIO MUST RELATE EACH OTHER RELY ON VIDEO TO CARRY MORE THAN HALF THE WEIGHT OF THE MESSAGE APPEAL TO YOUTH IS FULL OF ACTION TIME THE COMMERCIAL LEARN THE LANGUAGE OF TELEVISION PRODUCTION GET TO THE TELEVISION STUDIO WHEN THE COMMERCIAL IS BEING PRODUCED

27. Planning Cycle

36. BRITTANIA - MTV-BRAND EQUITY YOUTH MARKETING FORUM LML - FAIRS IN NORTH India LIBERTY SHOES - FASHION SHOW CANDICO - FAIRS IN FIVE TOWNS AMUL - RURAL DISTRIBUTION INNOVATIVE MARKETING CAMPAIGNS LIPTON YELLOW LABEL – PAINTING WALLS YELLOW NESCAFE – NESCAFE CAFES

41. HINDUSTAN MOTORS - RTV TITAN INDUTRIES - SONATA BPL CELLULAR - RURAL TARIFF UNION CARBIDE - HEAVY BRASS TORCH VELVETTE - SACHETS KMP OILS - GREEN PACKS (UP) PURPLE (ORISSA) PROGNOSTIC RURAL MARKETING STRATEGIES

45. Product Stage in the Product Life Cycle Introduction Maturity Brand Launch Maintenance Non- Durable product Durables Use of demostration and trials to create knowledge and adoption The focus is on creating an image and getting the retailer to promote Reminder, advertising and availability Demonstration with focus on opinion, leaders to educate, create favourable attitude and conviction Image building, demonstration of advantages and use of opinion leaders Retaining image and customer satisfaction

50. INNOVATIVE MARKETING CASE STUDIES HITACHI – BHOOT / DIRECT MAILERS / USE OF CONSUMER CONTACT PROGRAMME OF JOHNY WALKER WHISKY BAJAJ FANS – LAUNCHING RELATIONSHIP MARKETING EXERCISE FOR DEALERS (sabse tez) VOLTAS - AMERICAN TECH AT CHINESE PRICES – RURAL REFRIGERATOR

53. “ No victory is permanent and one needs to sustain the territory wrested from the enemy” – You need constant aggression through promotions Panchanthanthra

54. Thank you