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Organising forAdvertising and Promotion :

The Role of Ad Agencies and Other

Marketing Communication

Organisations

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STEELSTEEL

Campaign

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Campaign : STEELCampaign : STEEL

Omnipresence : its worst enemy

Per capita consumption of steel in India :

38 kg

World average : 150 kg

Developed countries average : 350 kg.

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Our target audience is everyoneOur target audience is everyone from the Presidentfrom the President

of India to a farmer. We want people to see steel in aof India to a farmer. We want people to see steel in a

different light and think of newer applications of thedifferent light and think of newer applications of the

metal,metal,

-- R K P Singh, DirectorR K P Singh, Director -- General,General,

Institute for Steel Development and Growth (INSDAG)Institute for Steel Development and Growth (INSDAG)

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Objective of the CampaignObjective of the Campaign

To increase the per capita consumption of

Steel

To develop and increase the usage of

steel for new applications

To also have strong rural bias

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CampaignCampaign

Campaign Budget : Rs. 20 Crores

Ad Agency : JWT Ad Films : Equinox and ThinkPot

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A human touch with

more awareness about

STEEL

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IMC for Steel for Life

Print Ads

TVCs

Hoardings

Interactive Website : www.steelforlife.net

Steel Design Contest

PR Initiative

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Participants in the IMC Process :Participants in the IMC Process :

An OverviewAn Overview

1. Advertiser (Client)

2. Advertising Agency

3. Media Organisations

4. Marketing Communication Specialist

Organisations

5. Collateral Services

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Advertiser (Client)Advertiser (Client)

Key participant in the process

Products, Services, Causes to be marketed

Funds the Advertising and Promotions

Assumes major responsibility for developing

the marketing program and takes the finla

decision

Either in-house or through an Ad Agency

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Advertising AgencyAdvertising Agency

Specialises in creation, production and / or

placement of the communication message

May provide other services to facilitate the

marketing and promotions process

Agencies are assuming more responsibility for

developing the marketing and promotional

programs

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Do companies advertise

their products / services throughone ad agency.

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Media OrganisationsMedia Organisations

Provides an environment for the firms

marketing communications message

Primary objective is to sell itself as a way for

companies to reach their target markets with

their messages effectively

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Do Media Advertise

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Specialised MarketingSpecialised Marketing

Communication ServicesCommunication Services

Direct Marketing Agencies

Sales Promotion Agencies Interactive Agencies

Public Relations Firms

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Collateral ServicesCollateral Services

Support Functions

Marketing Research Companies

Package Design Firms

Photographers

Printers

Video and Film Production

Event Marketing Services