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20091109 Brand Gyaan

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  • 1. Advertising Campaigns: Planning and Evaluation © Vivek Kher | Extracted from the lecture series at the MITCON Institute of Management [MIMA]
  • 2. Constructing a brief • Market: The context of the campaign – Size, distribution across regions / consumer segments etc. – Key competitors – Consumer profile • Message: What to say – Purpose – Target – Promise – Support – Desired response – Brand personality – Big idea – Media considerations 09-11-2009 11:40:01 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 2
  • 3. Constructing a brief • Media: Where to say – Media Plan • Motion: When to say – Personal Media Network • Money: How much to say – Task list – Budget Pie • Measurement: – Activation – Market Research – Response Monitoring Mechanism 09-11-2009 11:40:01 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 3
  • 4. Market: The context of the campaign 09-11-2009 11:40:40 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 4
  • 5. Some key words • Product: – Features – Uses – Role in consumers’ life • Size • Distribution: – Geographic – Consumer segments – Seasonal 09-11-2009 11:40:41 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 5
  • 6. Some key words • Key competitors: – Generic – Specific – Comparison • Consumer definition: – Demographic – Psychographic – Influencers 09-11-2009 11:40:47 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 6
  • 7. Message: What to say 09-11-2009 11:40:51 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 7
  • 8. Purpose of the campaign 09-11-2009 11:40:53 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 8
  • 9. Some key concepts • Consumer buying decision process* Post- Problem Information Evaluation of Purchase purchase Recognition Search Alternatives Decision behavior *Principles of Marketing – Philip Kotler • Barrier theory • SMART Objectives • Specific | Measurable | Achievable | Reviewable | Time Bound 09-11-2009 11:40:53 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 9
  • 10. Target of the campaign 09-11-2009 11:40:57 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 10
  • 11. Some key concepts • Target Universe • Target Group • Target Person • Awareness-Attitude-Action Knowledge-Attitude-Behaviour Beliefs-Attitude-Behaviour 09-11-2009 11:40:59 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 11
  • 12. The promise in the campaign 09-11-2009 11:41:02 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 12
  • 13. Some key concepts • Maslow’s theory of hierarchy of needs – motivation 5 Self- actualization 4 Esteem needs 3 Social needs 2 Safety needs 1 Psychological needs 09-11-2009 11:41:03 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 13
  • 14. Some key concepts • Role of product in the life of the TG • Future rewarding experience 09-11-2009 11:41:05 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 14
  • 15. Some key concepts • Perceptual Mapping Live shows 1.0 Easy to reach Little waiting Good food 0.8 Fantasy 0.6 Educational, animals Exercise 0.4 Marineland Fun rides Knott’s of the Berry 0.2 Japanese Pacific Disneyland Farm Deer Park -1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 -0.2 Magic Lion Mountain -0.4 Country Busch Safari -0.6 Gardens -0.8 Economical 09-11-2009 11:41:08 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 15
  • 16. The supports to the promise 09-11-2009 11:41:09 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 16
  • 17. Some key concepts • Internal supports • External supports 09-11-2009 11:41:10 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 17
  • 18. The response expected from the target audience 09-11-2009 11:41:12 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 18
  • 19. Some key concepts • Knowledge – Oh! I didn’t know this . . . Good to know this now! • Attitude – I never saw it [realised it was] this way . . . • Behaviour – Let me do this [call or write to the advertiser / ask for this at the shop / ask my doctor about this / ask the BDO for this etc.] 09-11-2009 11:41:13 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 19
  • 20. The brand personality projected in the campaign 09-11-2009 11:41:16 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 20
  • 21. Some key concepts • Brand Ambassador / Model • Brand Spokesperson • Brand Personality 09-11-2009 11:41:17 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 21
  • 22. Some related terms / concepts • Brand DNA / Driver / Handle / Axis • Brand Assets • Brand Associations • Brand Enemy • Brand Engagement/ Experience • Brand Equity • Brand Transformation 09-11-2009 11:41:19 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 22
  • 23. The big idea / brand idea 09-11-2009 11:41:22 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 23
  • 24. Some key concepts • Inherent / product • Creative – Simplicity – Suspense – Smile 09-11-2009 11:41:23 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 24
  • 25. Media considerations of the campaign 09-11-2009 11:41:24 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 25
  • 26. Some key considerations • Media innovation [Creative Unit] -> Risks • Industry media norms / best media practices • Legal / media restrictions, if any 09-11-2009 11:41:25 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 26
  • 27. Media: Where to say it 09-11-2009 11:41:26 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 27
  • 28. Media Planning 09-11-2009 11:41:26 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 28
  • 29. Some key metrics • Readership [print media] • Listenership [radio] • Viewership [TV] • Page views [online media] • Pass by [Out-Of-Home media] 09-11-2009 11:41:27 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 29
  • 30. Some key concepts • Media planning [simplified]: Total Target  Plan Reach: Group [N] {(n1 + 7) / N} X 100 The Times Of India  Frequency / Average [Excl. n1] Opportunity To See [Av. [Dup. DNA OTS]: n4 ] [Excl. n2] n1 X 1 + n2 X 1 [Dup. n5] + n3 X 1 + n4 X 2 [Dup. n6 ] The Indian Express [Trip. n7] + n5 X 2 [Excl. n3 ] + n6 X 2 + n7 X 3 n1+7 09-11-2009 11:41:28 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 30
  • 31. Motion: When to say it 09-11-2009 11:41:30 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 31
  • 32. Some key concepts • Seasonality • Event triggers • Personal Media Network – Day in the life of the target person • Media aperture 09-11-2009 11:41:31 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 32
  • 33. Personal Media Network © DDB Needham Worldwide Time of Radio Dailies Out-of- Direct Magazine TV Online day home Mail 0600  0700  0800  ... 1400  1500  ... 1700  1800  1900  09-11-2009 11:41:32 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 33
  • 34. Money: How much to say 09-11-2009 11:41:33 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 34
  • 35. Some key concepts • Task list / Communications-target-driven / Cost-based budgeting • Affordability / Provision-based budgeting -> Percentage of sales • Amortization of spends • The budget pie 09-11-2009 11:41:33 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 35
  • 36. The Media Budget Pie Geography Creative Unit TG Definition / Frequency Reach Campaign Duration 09-11-2009 11:41:39 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 36
  • 37. Measurement: How well said 09-11-2009 11:41:42 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 37
  • 38. Some key concepts • Market Research -> Pre- v/s Post-exposure – Change in knowledge • Category • Brand – Change in attitude • Category • Brand • Activation -> TG response – Change in behavior 09-11-2009 11:41:43 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 38
  • 39. Some key concepts • Response Monitoring Mechanisms – Shelf movements / shop audits – Coupons / Telephone calls / SMSs 09-11-2009 11:41:47 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 39