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media planning
- 1. Media Plan and Media Strategy Integrated Marketing Communications
- 2. Media Terminology Integrated Marketing Communications
- 3. Media Terminology Integrated Marketing Communications
- 4. Developing Media Plan Integrated Marketing Communications
- 5. Media Planning Difficulties Integrated Marketing Communications
- 6. Developing The media plan Integrated Marketing Communications
- 7. Brand Development Index Integrated Marketing Communications
- 8. Category Development Index Integrated Marketing Communications
- 9. Brand and category Analysis Integrated Marketing Communications
- 10. Brand and Category Analysis Integrated Marketing Communications
- 11. Target Audience Coverage Integrated Marketing Communications
- 12. Three Scheduling Methods Integrated Marketing Communications
- 13. Reach and Frequency Integrated Marketing Communications
- 14. Message factors determining frequency Integrated Marketing Communications
- 15. Media Factors determining frequency Integrated Marketing Communications
- 16. Determining relative cost of media print Integrated Marketing Communications
- 17. Determining relative cost of media broadcast Integrated Marketing Communications
- 18. Television Pros and cons Integrated Marketing Communications
- 19. Radio Pros and cons Integrated Marketing Communications
- 20. Magazine Pros and cons Integrated Marketing Communications
- 21. Newspaper Pros and cons Integrated Marketing Communications
- 22. Outdoor Pros and cons Integrated Marketing Communications
- 23. Direct mail Pros and cons Integrated Marketing Communications
- 24. Internet Pros and cons Integrated Marketing Communications
- 25. Integrated Marketing Communications Creativity Creativity refers to the ‘generation and presentation of novel idea, differently, innovatively across the target audience Eye catching illustration that can create a good recall value
- 26. Integrated Marketing Communications •Products/Services •Must Contain a Powerful idea •Creating unexpected impact •Portraying brand personality •Visually stunning •Portray benefit offered to target audience Planning Creative Strategy (Advertising)
- 27. Integrated Marketing Communications A Creative TVC & Making of TVC
- 28. Integrated Marketing Communications Creative Process Creativity Model by James Webb Young (Vice president – J. Walter Thomson Agency) •Immersion •Digestion •Incubation •Illumination •Reality or Verification
- 29. Integrated Marketing Communications Creative Process Creativity Model by James Webb Young (Vice president – J. Walter Thomson Agency) •Immersion •Digestion •Incubation •Illumination •Reality or Verification
- 30. Integrated Marketing Communications •Immersion – Gathering raw material through background research •Digestion - Take the info and work on it •Incubation – Conscious mind turn into subconscious mind •Illumination – The birth of an idea •Reality or Verification – Shape the idea into practical usefulness Creative Process
- 31. Advertising Creative Process QTY 1 Kg 2 Kg 5 Kg 10 Kg MRP 21 43 110 215 Cost per kg 21 21.5 22 21.5 Free offer NIL NIL Bru coffee worth 12/- MTR gulab Jamoon worth 35/- Net cost per kg 21 21.5 110-12 (98/5 = 19.6 per kg) 215-35 (180/10=18.5) Integrated Marketing Communications
- 32. Advertising Creative Process QTY 1 Kg 2 Kg 5 Kg 10 Kg MRP 21 43 110 225 Cost per kg 21 21.5 22 22.5 Free offer NIL NIL Bru coffee worth 12/- Gillete Presto worth 16/- Net cost per kg 21 21.5 110-12 (98/5 = 19.6 per kg) 215-16 (209/10=20.9) Integrated Marketing Communications
- 33. Advertising Creative Process 10 kg 10 kg with MTR With Gillette MRP 215 225 Cost per kg 21.5 22.5 Free offer MTR gulab Jamoon worth 35/- Gillete Presto worth 16/- Net cost per kg 215-35 (180/10=18.5) 225-16 (209/10 = 20.9) Avg Sale per month 1000 * 500 1000 * 500 Revenue 9250000 10450000 Incremental Revenue NA 1200000 Integrated Marketing Communications
- 34. Creative Strategy Development Integrated Marketing Communications •Advertising Campaign •Copy Platform •Search For Major Selling Idea
- 35. Integrated Marketing Communications Advertising Creative Copy Platform Process •Basic problem or issue the advertising must address •Advertising and communication •Target Audience •Major Selling Idea •Campaign theme development •Supporting information and requirements
- 36. Search For Major Selling Idea Integrated Marketing Communications •Using a USP •Creating a Brand Image •Finding the inherent drama •Positioning
- 37. Advertising Creative Process Integrated Marketing Communications
- 40. Integrated Marketing Communications Brand Image Creating
- 41. Integrated Marketing Communications Finding an inherent drama
- 42. Integrated Marketing Communications Finding an inherent drama
- 46. Integrated Marketing Communications Advertising Appeal and Execution
- 48. Advertising Appeal - Categories
- 49. Rational Appeal - Types
- 50. Rational Appeal
- 51. Emotional Appeal
- 52. Emotional Appeal
- 53. Transformational Advertising Integrated Marketing Communications
- 54. Levels of relationships with brands Integrated Marketing Communications
- 58. Rational Appeal
- 59. Rational Appeal
- 60. Elements of Print- Ad
- 61. Advertising Appeal - Categories Integrated Marketing Communications
- 62. Advertising Appeal - Categories Integrated Marketing Communications
- 63. Advertising Appeal - Categories
- 64. •Products/Services •Must Contain a Powerful idea •Creating unexpected impact •Portraying brand personality •Visually stunning •Portray benefit offered to target audience Planning Creative Strategy (Advertising)