Advertising's new medium: Human Experience; Harvard Business Review Article Summary with learning from Kotler and keller - Marketing

1. Advertising’s
New Medium:
Human
Experience

4. BUT THEY
BECAME MORE

5. INTRUSIVE

8. DULL &
BORING

11. MARKETERS MUST
FUNDAMENTALLY
RETHINK THEIR
ADVERTISING
STRATEGY AND
EXECUTION TO
CREATE AN
IMPACT

12. HUMAN
ADVERTISING IS
THE WAY !!

13. THINK LESS ABOUT
WHAT ADVERTISING
SAYS TO ITS TARGETS
AND MORE ABOUT
WHAT IT DOES FOR THEM

14. FATHER’S DAY MARKETING

16. ONE CANNOT
COMPETE FOR
ATTENTION BY
YELLING ACROSS
LOUDER

17. Oh!! Then
what to do?

18. MAPPING
STRATEGICALLY TO
THE 4 DOMAINS

19. 1PUBLIC SPHERE
THE FOUR SPHERES OF
HUMAN ADVERTISING

20. ENGAGE CONSUMERS
DURING MOMENTS OF
DOWNTIME WHEN
THEY’RE MOVING
BETWEEN ONE POINT OR
ACTIVITY AND THE NEXT
AND HAVE ATTENTION
FREE FOR NEW INPUT

22. MORE RELAVENT IN
CONTEXT & HELP PEOPLE
REACH PERSONAL
OBJECTIVES

23. THIS WAS AIRED DURING OVER BREAKS
OF IND VS PAK WORLD CUP 2015

24. 2SOCIAL SPHERE
THE FOUR SPHERES OF
HUMAN ADVERTISING

25. USE SOCIAL
INTERACTIONS AS
CARRIERS OF AD
MESSAGING

28. INDIA HAS JUST STARTED MOVING
TOWARDS SOCIAL SPHERE AND IT
HAS LONG WAY TO GO AND MANY
NEW INNOVATIVE THINGS TO COME
- AN UNDERGRADUATE AT IIT MADRAS
“

29. 3TRIBAL SPHERE
THE FOUR SPHERES OF
HUMAN ADVERTISING

30. TRIBAL SPHERE IS THE
DOMAIN
OF MORE-FOCUSED
SOCIAL ENGAGEMENT

33. 4PSYCHOLOGICAL
SPHERE
THE FOUR SPHERES OF
HUMAN ADVERTISING

34. INSERT
WORDS, PHRASES, OR
EMOTIONS INTO A
CONSUMER’S
PSYCHOLOGICAL
PROCESSES

35. LEAD INDIA
AD CAMPAIGN

36. NOT JUST AD, BUT
MOTIVATION AS WELL

37. HOW TO PLACE ADS
IN THE SPHERES?

38. HAVE A CUSTOMER CENTRIC
APPROACH AND NOT MEDIA CENTRIC

39. LOOK FROM CUSTOMERS
POINT OF VIEW1

40. TARGET THE CAMPAIGN TO
CREATE VALUE FOR CONSUMERS2

41. TEST, LISTEN, AND ADJUST ADS TO
IMPROVE THE CUSTOMER EXPERIENCE3

42. EVALUATE AN
EXPANSION STRATEGY4

43. CONSTANTLY LOOK FOR WAYS
TO REFRESH THE MESSAGE5

44. ADVERTISING IN THESE
SPHERES WORKS ONLY WHEN
IT IS WELCOME AND USEFUL;
ELSE THEY WILL REJECT IT OR,
WORSE, REACT WITH A
SCORCHING BACKLASH

45. "These slides were created by B. Pavan Kumar as part of an
internship done under the guidance of Prof. Sameer Mathur
(www.IIMInternship.com)"