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Kongu engineering

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  • Communication strategy: without it, you will be like a horse with blinkers
  • 1. competition, create TOMR
    2. Some businesses 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 vogue
    The 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 markets
    Vodaphone

  • Logos – of companies: Godrej, videocon
  • Volkswagen Beetle
    Daag achcha hai
    Act II popcorn
  • Volkswagen Beetle
    Daag achcha hai
    Act II popcorn
  • JK Cements
    Axe, Zatak
    Mentos
    Chlormint

    Jewellery ads in the South
    Aadi sale again
  • Atmos, locally
  • RMKV’s sarees
  • RMKV’s sarees
  • Transcript

    • 1. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Grabbing your customer’s attention and retaining it The importance of message development
    • 2. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 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. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 WHYa message at all? • Why not word of mouth? • Businesses / organisations that can / must survive on word of mouth
    • 4. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 WHATare we trying to sell? • Knowledge is 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. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 • Research: surprising insights • ‘Shout louder, get heard better’
    • 6. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Services • Product here is intangible • Experience is important
    • 7. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 WHENis the time? • Product / service / company launch • Brand building activity • Topical advertising • Sustained promotions
    • 8. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 WHERE do we advertise? • Choosing the right media • Innovations in media
    • 9. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 HOW do we advertise? • The importance of message development • Breaking the message into the strategic and creative components
    • 10. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 WHO are we? Seller or advertiser?
    • 11. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 WHO are we?- Seller Defining goals: short term and long term Define priorities Zone in on the right advertising agency
    • 12. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 WHO are we?- Advertiser • Do your homework • Understand consumer psyche
    • 13. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 WHO are we talking to? Target audience – If you don’t know them, you don’t know what you are talking about - Promise versus reality perception
    • 14. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Target audience • Advertising in India • The common man approach • Celebrity endorsements
    • 15. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 • An ad is as good as its brief • Facts, figures • Are the client and agency thinking on the same platform? • Constructing the brief
    • 16. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 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. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 What goes into a message
    • 18. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 19. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 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. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 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. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Media: conventional and emerging • Conventional Print Television –Radio –Direct Mailer
    • 22. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Emerging media Online Mobile OOH Experiential Sense marketing Viral
    • 23. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 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. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 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. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 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. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Some great ads…
    • 27. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 28. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 29. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 30. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 31. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 32. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 33. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Innovative advertising
    • 34. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 35. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 36. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 37. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 38. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 39. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 40. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 41. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 42. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 43. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 44. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Social advertising
    • 45. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 46. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 47. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
    • 48. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 A quick recap • Know the 6Qsbefore you get to advertising • Understand your consumers / clients • Promise-reality balance • Media relevance • Execution
    • 49. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 On a signing note • Responsibility in message development • Social relevance • Caring enough about what we work for and whom we are addressing
    • 50. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 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