understanding advertising session 1

8/6/2019 Understanding Advertising Session 1

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Welcome to the world of

Advertising, Media, Research

Batch of 2011 - XIC


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Welcome to Hell !!!


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There are three things every man can dobetter than anyone else.One is coach a cricket

team.The second is judge a beauty contest.The

third is write advertising.


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Advertising is a valuable economic factor

because it is the cheapest way of sellinggoods..especially if the goods are

worthless !!


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Half the money I spend on advertising is

wasted. Problem is I dont know which half !!


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Advertising is the last refuge of scoundrels !!!


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Advertising is 85% confusion and 15%

commission !!


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You can fool all the people all the time if the

advertising is right and the budget big enough

!!


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But .


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The codfish lays ten thousand eggs,

The homely hen just one

The codfish never cackles to tell you that shes

done

And so we scorn the codfish

And the homely hen we prize

Which demonstrates to you and me

That it pays to ADVERTISE.


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Nothing except the mint can make money

without advertising !!


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Advertising contains the only truths to be reliedon in a newspaper.


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What is advertising ?


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American Marketing Association

Any paid form of non-personal presentation

of ideas, goods or services by an identified

sponsor


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Other definitions

Advertising is the dissemination of openly

signed or sponsored messages through

purchased space, time or other media for

purposes of identification, information or

persuasion


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Webster Advertising is to give public notice

or to announce publicity

Gardner A means of mass selling that hasgrown up parallel with and has been made

necessary by mass production

Starch Presenting a commodity to the

people in such a way that they may be

induced to buy it


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Advertising is an art of influencing human action

or behaviour to achieve a defined objective.


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How does it work ?............ Or does it ?!!


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Client wants an Ad

Client goes to an agency

Agency makes an AdClient likes the Ad

Client releases the Ad

SIMPLE?


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NOT REALLY


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MARKET

COMPETITION

PRODUCT

MARKETING

(THE CLIENT)

CLIENT

COMPANY

SERVICING STRATEGYPLANNING

CREATIVE

BUSINESS

OBJECTIVE

MARKETING

OBJECTIVE

MARKETING

BRIEF CREATIVE

BRIEFCREATIVE

OUTPUT

CLIENT WORLD AGENCY WORLD

MEDIA/

MARKET

Now just imagine

where all it

could go wrong!!!


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MARKETING

(THE CLIENT)

SERVICING

CREATIVEMARKETING

OBJECTIVE

MARKETING

BRIEF

CREATIVE

OUTPUT

OPERATIONALLY

MEDIA/

MARKET


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MARKETING

(THE CLIENT)


CREATIVE

MARKETING

BRIEF CREATIVE

BRIEFCREATIVE

OUTPUT

CREATIVE


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MARKET

COMPETITION

PRODUCT

MARKETING

(THE CLIENT)

CLIENT

COMPANY


BUSINESS

OBJECTIVE

MARKETING

OBJECT

IVE

MARKETING

BRIEF

STRATEGY


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A lot goes


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But whatEvery Client

wants

Is one singleoutcome


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sales


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Routes

may differ


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Productproposition


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Heinz


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Ericsson Black Coffee


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Maruti Petrol


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HeritageLarger than Life


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Hamara Bajaj Old


35/55

Hamara Bajaj New


36/55

Times of India


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CelebrationCalled life


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LG Jazz


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Cadbury


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exaggeration


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Fevicol


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Happydent


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Happydent


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Star power


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Coke Paanch


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Hero Honda


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Pepsi


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Pepsi


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Routed to tg


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Lux Cozy


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Rupa Frontline


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Emotional

appeal


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Hutch


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Vodafone


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Project

Each group will discuss and isolate onecampaign they think has been a success in the

last two years.

You will present a paper which will describethe campaign and how the campaign met its

objective.

Success has to be defined not only by theawards that the campaign won but how it

helped drive the clients top line, market share,

imagery or any other measurable parameter

understanding advertising session 1

Documents