GOOD

1. ADVERTISING AND PUBLIC RELATION
TERM PAPER DOCUMENTATION
FOR THE TOPIC
ON
CREATIVE STRATEGY FOR ADVERTISING WITH
THE HELP OF CAMPAIGN TOOL

2. What is Campaign?
 A campaign can be defined as a uni-focus, short
term communication program, making use of
various mass media, aimed at a defined target
audience.
 In an advertising campaign, strategy is considered
the most important part of the campaign. The
pre campaign decisions were taken and included
in the strategy.
 Since the campaign are cost intensive, it is
important to plan to precision to achieve the
desired response.

3. 5W’s and 1H of campaign
Effective campaign must answer 5W’s and 1H:
Who: The target audience/segment or target
market.
What: What is to be said to elicit the desired
response. What to say? It includes the key
communication proposition.
Where: Where our target audience located,
what media do they attend to. It include the
media vehicles for the campaign.

4. 5W’s and 1H of campaign
 Why: The objectives of the campaign, both
advertising and marketing objectives.
 When: It decides the timetable. Some products
are all season, while other are seasonal. It
includes the scheduling of the campaign.
 How: The crucial strategy. It is the art and science
of deploying available resources to attain
objectives in the face of active competition.
Strategy needs to cover both creative and media
angle.

5. Planning an Advertising Campaign
• General Steps in Developing and
Implementing an Adv. Campaign:
1.
• Identify and Analyze Target Audience
2.
• Define Advertising Objectives
3.
• Create Advertising Problem

6. Planning an Advertising Campaign
4.
• Determine Advertising Budget or Appropriation
5.
• Develop Media Plan
6.
• Create Advertisement Message
7.
• Executes Campaign
8.
• Evaluate Advertisement Effectiveness
• End of the Advertisement Campaign

7. Titan’s Joy Of Gifting Ad
• In December 2013, Titan created an emotional stir with its ad extending its
brand proposition
• Involved viewers with titan tune
• The ad is also being pushed organically through social networks while
emphasizing around the key message – joy of gifting. With the aim to involve
people through social media
• Link on YouTube ad that leads to the contests like “titan joy of music” and
“titan joy of gifting”
• Well timed around the holidays and the wedding season, the Titan Joy of
Gifting ad has managed to create a place in our hearts when it comes to the
perfect gift.
• the hero of the ad seems to be the Titan tune and this has been well stressed
upon with the joy of music contest.
• Social media platforms have been leveraged well to enable the community to
be a part of the Titan tune and set the stage for further brand communication.

8. Shopclues.com ad campaign
• Includes a revamp of our desktop and mobile sites, a rebranding exercise
with a new logo and other assets
• To tap into new customer pools and diverse markets with mass media
campaign, as well as to further grow merchant base.
• The essence of the Shop Clues campaign is to speak directly to the
customer – to engage in a dialogue with him, in a language and context that
he will relate to – while communicating our core benefits of value for
money and a great selection of products.
• The TVC will be aired for about four to six weeks across GECs, music
channels, Hindi news channels, movie channels and youth entertainment
channels.

9. Coca Cola Campaign - 2013
Bringing India and Pakistan Together

11. The Main Idea Behind the Campaign
• It was to bring two strangers to share a moment
and break the borders. To create friendship
among the people living in both the countries.
• They feel that differences among the countries is
mainly due to the communication gap.
• They have targeted the current youth in both the
countries and the video went viral in all the social
networking platforms.
• Campaign was a great success.

12. How did they Implement?
• Vending machines in India and Pakistan.
• People from one country interacts with
another through vending machines.
• Virtual touch, sing, dance and later share the
drink.

14. Selfies

15. Power of a selfie
• APRIL 02, 2014 On Oscar night, Ellen DeGeneres snapped a
selfie with a group of movie stars. Moments later, that posted
picture brought Twitter to a halt and became the most
tweeted picture with over 33 million retweets across the
Web.

16. Companies carried selfie campaigns
SELFIES IN CARS
Toyota added a cause marketing twist to the selfie marketing trend with their
“don’t shoot and drive” campaign. It included a message warning drivers not
to take selfies while driving and educated them on the risks. To drive home
the message they created an ad with a totaled car that had Instagram flair. It
shows a totaled car with a variety of different Instagram filters.
EYEWEAR SELFIES
Warby Parker eyewear knew for a lot of people it wasn’t natural to buy
glasses online. This campaign helped. They let customers upload a picture of
them and choose five of their favorites. Then they sent them the glasses to
try out. People were asked to share a selfie of them wearing different glasses
on social networks and ask which pair their friends liked best.

17. Continue…
RESTAURANT SELFIES
To celebrate their 30th birthday, Hooters restaurants, asked 300,000 of their
former waitresses to go to a Hoosters on that day and snap a selfie to share
on Instagram with the hashtag (stepintoawesome). They invited their
customers to take selfies too and post them to their social network of choice.

18. Selfie
The 19-year-old Russian student took a breathtaking photograph from atop
skyscraper while on vacationing in Dubai.

19. SOURCE: http://www.forbes.com/sites/davidsturt/2014/04/29/the-selfie-mental-
disorder-or-insight-to-getting-better-results/
http://www.relevantmagazine.com/slices/doctor-addiction-taking-selfies-may-cause-
mental-illness