1)Examine overall mkting plan2)Role of advertising and promotion3)Completive analysis4) Assess environmental influences

Analysis of promotional programInternal analysis1.Promotional dept org2.Firms ablility to

implement promotional program.

3.Agency evaluation & seletion

4.Review of past programm result

External analysis1) consumer

behaiviour analysis2. mrkt segmentation

& target mrktng & market positioning

3)Analysis of communication processAnalyse recever response proceesAnalys source message , chanell factor, establish comm gaols and objective.

4)Budget determinationSet tentative mrtking comm. BudgetAllocate best budget

5)Develop IMC programmeAdvertisingDirect mrktngInternet mrktingSales promotionPRPersonal selling

6)Impleting comm. strategiesIntegrate promotional mix strategies.Create & produce adsPurchase media time & spaceDesign & implement direct mrkting

programm.Design & distribute sales promotion materialDesign & implement PRDesign & implement interactive / internet

mrktng programs

7) Monitor evaluate & control IMC programEvaluate promotional program result

effectivenessTake mesures to control & adjust

promotional strategies.

Creative Strategy: Implementation and Execution

Outline of Presentation:

Definition

Types of Appeals

Execution of Appeals

What is Creative Strategy?

Creativity is the “ability to bring something new into existence”.

Strategy is the term used “to gain competitive advantage over the competitors”.

“Determining what the advertising message will say or communicate” is called Creative Strategy.

Advertising Creativity is “the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems”.

To form a creative advertisement, the advertiser uses Advertising Appeals & its Execution.

AdvertisingAppeals

AdvertisingAppeals

ExecutionStyle

ExecutionStyle

Informational/Rational Appeals focuses on the consumer’s practical, functional, or utilitarian needs for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.

The content of these messages emphasizes facts, learning, and the logic of persuasion.

Rational-based appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies theirneeds.

1.) Informational/rational appeals

Popularity: Stresses the brand’s popularityPopularity: Stresses the brand’s popularity

News: News announcement about the productNews: News announcement about the product

Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point

Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product

Types of Informational/Rational Appeals

Feature Competitive

Price

News

Popularity

Emotional appeals relate to the customers’ social and/orpsychological needs for purchasing a product or service. Many consumers’ motives for their purchase decisions are emotional, and their feelings about a brand can be moreimportant than knowledge of its features or attributes.

Advertisers for many products and services view rational, information-based appeals as dull.

2.) Emotional Appeals

SafetySecurityFearLove, AffectionHappiness, JoyhomesicknessSentimentExcitementencouragement

StimulationSorrow, Grief Pride AchievementAccomplishment Self-esteem EmbarrassmentActualization Pleasure Ambition Comfort

Types of Emotional Appeals

Levels of Relationships With Brands

Emotions

Personality

Product Benefits

Ad Execution Techniques

Personality Symbol

Straight sell

Scientific/Technical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

Straight Sell or Factual Image

Scientific/technicalCOLGATE ADVERTISE OF KID DENTIST KA

SUJAYA NO.1 BRAND

DEMONSTRATIONTide washing powder

ANIMATIONZOO-ZOOO VODAFONE:

SLICE OF LIFEBourn Vita

TESTIMONIALDOVE 7 days challenge

PERSONALITY SYMBOLESHAH RUKH KHAN – Airtel & Nerolac

DRAMATIZATIONMENTO FRESH

Basic Components of Print Advertising

LayoutHow Elements Are Blended Into a Finished Ad

LayoutHow Elements Are Blended Into a Finished Ad

Visual Elements Illustrations Such As Drawings or PhotosVisual Elements Illustrations Such As Drawings or Photos

Body CopyThe Main Text Portion of a Print Ad

Body CopyThe Main Text Portion of a Print Ad

SubheadsSmaller Than the Headline, Larger Than the Copy

SubheadsSmaller Than the Headline, Larger Than the Copy

HeadlineWords in the Leading Position of the Ad

HeadlineWords in the Leading Position of the Ad

Headlines Help Select Good Prospects

Ad Layout

Indirect headline

Body copy

Visual element

Creative Tactics for Television

Sight Motion Sound

Jingles

Production Stages for TV Commercials

ProductionProduction Period of filming, taping, or recordingPeriod of filming, taping, or recording

Preproduction Tasks

Select a directorSelect a director

Cost estimation and timing

Cost estimation and timing

Choose production company

Choose production company

BiddingBidding

Preproduction meeting

Preproduction meeting

Production timetable

Production timetable

PreproductionPreproduction

Production Tasks

LocationLocation TimingTiming TalentTalent

ProductionProduction

Postproduction Tasks

PostproductionPostproduction

Evaluation Guidelines for Creative Output

Consistent with brand marketing objectives?Consistent with brand marketing objectives?

Consistent with brand advertising objectives?

Consistent with creative strategy, objectives?Consistent with creative strategy, objectives?

Communicates what it’s supposed to?Communicates what it’s supposed to?

Approach appropriate to target audience?Approach appropriate to target audience?

Communicates clear, convincing message?Communicates clear, convincing message?

Does execution overwhelm the message?Does execution overwhelm the message?

Appropriate to the media environment?Appropriate to the media environment?

Truthful and tasteful?Truthful and tasteful?

Strategic Marketing Marcom Execution Creative ServicesStrategic marketing servicesTactical marcom execution servicesCreative services

Strategic marketing services

marketing plansproduct launch planscustomer acquisition planspositioningproduct naming and brand architecture

Tactical marcom Execution Serviceswebsite developmentsearch engine optimizationbrochures, datasheets, case studiessales materials and presentation preparationenhanced direct mail programsadvertising programspress releasesproduct backgrounderstrade show and event coordination

Creative services

branding, re-brandinglook+feel, design languagelogosbrand guidesproduct visualstrade show materials and booth designspostersad creationpackaging designscopy writing 

The Media-Planning ProcessMedia planning

The design of a strategy that shows howinvestments in MARCOM time and space will

contribute to the achievement ofmarketing objectives.

Advertising Strategy

Advertising

Objectives

AdvertisingBudget

MessageStrategy

MediaStrategy

Media Strategy

• Target Audience Selection

• Objective Specification

• Media and Vehicle• Media Buying

Marketing

Strategy

Measuring the effectiveness of all promotional tools and IMC. ReachFrequencyWeightContinuityRecencyCost

1. What proportion of the population should be reached with message during specified period (reach)

2. How frequently should audience be exposed to message during this period (frequency)

3. How much total advertising is needed to accomplish reach and frequency objectives (weight)

4. How should the MARCOM budget be allocated over time (continuity)

5. How close to the time of purchase should the target audience be exposed to the communication message (recency)

6. What is the most economically justifiable way to accomplish objectives (cost)

1)Reach

Percentage of target audience that isexposed to an advertisement, at least

once, during a certain time frame(usually four weeks)

2)FrequencyAverage number of times, on average, during

the media-planning period that members of the target audience are exposed to the media vehicles that carry a brand’s advertising message

3)WeightHow much advertising volume is required to

accomplish advertising objectives

Three weight metrics:

Gross ratings

Target ratings

Effective ratings

What Are Ratings? Ratings, in an advertising sense, simply mean

the percentage of an audience that has an opportunity to see an advertisement placed in a particular vehicle.

Weight: Gross Rating Points Gross rating points, or GRPs, arean indicator of the amount of grossweight that a particular advertisingschedule is capable of delivering

Weight: Target Rating Points (TRPs)Adjust a vehicle’s rating to reflect just

those individuals who match the advertiser’s target audience

The Concept of Effective ReachHow often does the target audience have an

opportunity to be exposed?Effective reach is based on the idea that an

advertising schedule is effective only if it does not reach members of target audience too few or too many times

Determining GRPs in PracticeGRPs are the sum of all vehicle ratings in a

media scheduleRating: proportion of the target audience

presumed to be exposed to a single occurrence of an advertising vehicle in which the advertiser’s brand is advertised

Effective Reach in Advertising Practice

3-10 exposures during a media-planning period (typically 4 weeks)

Using multiple mediaSubjective factors must be considered

An Alternative: Frequency Value PlanningThe objective is to select the media schedule

that generates the most exposure value per GRP.

ContinuityHow advertising is allocated during the

course of an advertising campaign: how should the media budget be distributed?

Continuous advertising schedule: an equal number of ad dollars are invested throughout the campaign

Pulsing: some advertising is used during every period of the campaign, but the amount of advertising varies from period to period.

Flighting: the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.

(1)Consumers’ first exposure to an advertisement is the most powerful

(2)Advertising’s primary role is to influence brand choice

(2) Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency

• Advertising teaches consumers

• Influence brand selection• Messages are most effective when

close to purchase time• Cost-effectiveness of first exposure is greater than subsequent• Allocate budget to reach consumers often• Reach target audience continuously rather than sporadically

Cost per Thousand (CPM)

Target Market (TM)

CPM= Cost of ad # of contacts (expressed in thousands)

CPM-TM= Cost of ad # of TM contacts

(expressed in thousands)

TradeoffsTradeoff must be made because media

planners operate under the constraint of a fixed advertising budget