Advertising ManagementK S A d v ertis ing I n c Sufia Qureshi & Kannan Casuba Exec MBA 2009-10
Advertising Objective: To ensure trials by half amillion users within the launch quarter ramping themup to one million by the end of the year. Communication objective: Create awareness. Seekidentity to differentiate the web site in the industryeye. Strategic challenge/Situation analysis: To makesome one laugh is a challenging task . Many TVchannels are running programs like ‘Hansi k phatke’,‘Comedy circus’, ‘laughter challenge’, even the newschannels are going for a comedy flavor. Moviechannels are showing bloopers during the movie.Silver screen is also producing comic movies.
Opportunity: growing use of internet.The big idea: The big idea is; in today’s hectic life schedule peoplehave no time to give themselves a state of relaxation, a hearty laugh.If they find some moments to relax during their work schedule theycan make a huge difference in their lives. This is the reason why SMSjokes are becoming popular.Competitors analysis: comedy video downloads are available atcomedy.com, free comedy videos.How am I different?The product: Is not only a video download site but a completecomedy pack wherein you have a variety in terms of Hindi film comicseries, English comedy, videos in different languages, televisioncomedy shows, jokes, slice of life shoots, the most popular comicscenes of Hindi/English cinema, popular stars in comic roles.The USP: the unique collection of videos which is not available onany site. The range of collection is from 1930s (Charlie Chaplins era)till date.
Communication touch pointsPrint: Newspaper – National & LocalTimes Of India- Must see must do columnLocal: City specialMagazine- WowDigital-marketing: Viral marketing, social networking sites, Customers canfind related information on other websites or been directed to thecompany’s sources by a referring website to find the information,Automated Marketing Campaign.Email stationary, which includes your logo and link to your siteCreative strategy: You must laugh to overcome the problems of life and theproduct we are offering will make you laugh.
Marketing planProduct: Online comedy portalPrice: Digital-marketing tools are cost effective Print is costlier.Place: VirtualPromotion: Internet, PrintInternet campaign: ‘What makes you laugh?’contestPrint: Magazines likeE-zines:
BudgetBudget: Arbitrary allocationTarget audience: > 15 yrs, 16 to 25yrs, 26 to 40 yrs, 40 yrs and above.
Creative strategy Idea generation Copywriting Illustration Layout
Online Ad Specifications Ad type Ad Size (Pixels) GIFJPEG file size Flash file sizeLeader board 30K 35K 728 x 90 Tower 30K 35K 160 x 600 300 x 250 30K 35KBox/Fly-Out 160 x 90 30K 30K Tile 160 x 125 30K 35K Button 300 x 250 30K 35KPost-it Note
Aap kuch miss kar rahe hain Kuch bohat zaroori Kuch bohat anmol Kuch bohat keemti Jee haan ek thahaakaEk thahaaka jo badal de sab kuch! Log on to www.thahaaka.com
Zindagi ki bheed mein Bharte traffic mein Files ke dheir mein Ghar ki zimmedarion mein Ulajhte rishto mein Sukarhti deadline mein Aap kuch bhool rahe heinEk thahaaka jo badal de sab kuch Log on to www.thahaaka.com
Hansi dooriyaan mitati hai Tanao ghatati hai Umar badhati hai Rootho ko manati hai Boss ko patati hai
Pre-testingThe product and the advertisement is pre tested bytaking responses from people belonging to;Age: 21 to 40 yrs.Region: North & South ( Delhi, Madhya Pradesh,Kerela, Karnataka, Andhra Pradesh, Tamilnadu)Result: Concept is appreciatedName of the product: People are not able to connect withthe word ‘Thahaaka’The product lacks global appeal.
Challenges ahead• A name that should connect with the people.• It should have a global appeal (www. heehaha.com, laughter.com, lognlaugh.com)• Innovative product extensions.
PRINT ADS• THE SECRET IS UNVEILED•• THE CURE FOR ANY DISEASE ON THIS EARTH•• DISCOVER THE HAPPY HORMONES IN YOU•• EK THAHAAKA JO BADAL DE• SAB KUCH•• Log on to www. Thahaaka.com
PRINT ADS LOG LAUGH LOG LAUGH LOG LAUGHDISCOVER THE HAPPY HORMONES IN YOU www.lognlaugh.com