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  • Communication strategy: without it, you will be like a horse with blinkers
  • 1. competition, create TOMR2. Somebusinesses 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 vogueThe 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 marketsVodaphone
  • Logos – of companies: Godrej, videocon
  • Volkswagen BeetleDaagachchahaiAct II popcorn
  • Volkswagen BeetleDaagachchahaiAct II popcorn
  • JK CementsAxe,ZatakMentosChlormintJewellery ads in the SouthAadi sale again
  • Atmos, locally
  • RMKV’ssarees
  • RMKV’ssarees

Transcript

  • 1. Grabbing your customer’s attention and retaining it
    The importance of message development
  • 2. 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
  • 3. WHY a message at all?
    Why not word of mouth?
    Businesses / organisations that can / must survive on word of mouth
  • 4. WHAT are we trying to sell?
    Knowledgeis 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
  • 5. Research: surprising insights
    ‘Shout louder, get heard better’
  • 6. Services
    Product here is intangible
    Experience is important
  • 7. WHEN is the time?
    Product / service / company launch
    Brand building activity
    Topical advertising
    Sustained promotions
  • 8. WHEREdo we advertise?
    Choosing the right media
    Innovations in media
  • 9. HOW do we advertise?
    The importance of message development
    Breaking the message into the strategic and creative components
  • 10. WHO are we?
    Seller
    or
    advertiser?
  • 11. WHO are we?- Seller
    Defining goals: short term and long term
    Define priorities
    Zone in on the right advertising agency
  • 12. WHO are we?- Advertiser
    Do your homework
    Understand consumer psyche
  • 13. Target audience
    If you don’t know them, you don’t know what you are talking about
    • Promise versus reality perception
    WHO are we talking to?
  • 14. Target audience
    Advertising in India
    The common man approach
    Celebrity endorsements
  • 15. An ad is as good as its brief
    Facts, figures
    Are the client and agency thinking on the same platform?
    Constructing the brief
  • 16. 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
  • 17. What goes into a message
  • 18.
  • 19. 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
  • 20. 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?
  • 21. Media: conventional and emerging
    Conventional
    Print
    Television
    Radio
    Direct Mailer
  • 22. Emerging media
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. Some great ads…
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33. Innovative advertising
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44. Social advertising
  • 45.
  • 46.
  • 47.
  • 48. A quick recap
    Know the 6Qs before you get to advertising
    Understand your consumers / clients
    Promise-reality balance
    Media relevance
    Execution
  • 49. On a signing note
    Responsibility in message development
    Social relevance
    Caring enough about what we work for and whom we are addressing
  • 50. 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