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Advertising Campaigns:
Planning and Evaluation

  © Vivek Kher | Extracted from the lecture series at the
       MITCON Institute of Management [MIMA]
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
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
Market: The context of the campaign




09-11-2009 11:40:40   Advertising Campaigns: Planning & Evaluation | © Vivek Kher   4
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
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
Message: What to say




09-11-2009 11:40:51      Advertising Campaigns: Planning & Evaluation | © Vivek Kher   7
Purpose of the campaign




09-11-2009 11:40:53   Advertising Campaigns: Planning & Evaluation | © Vivek Kher   8
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
Target of the campaign




09-11-2009 11:40:57       Advertising Campaigns: Planning & Evaluation | © Vivek Kher   10
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
The promise in the campaign




09-11-2009 11:41:02   Advertising Campaigns: Planning & Evaluation | © Vivek Kher   12
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
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
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
The supports to the promise




09-11-2009 11:41:09   Advertising Campaigns: Planning & Evaluation | © Vivek Kher   16
Some key concepts
• Internal supports
• External supports




09-11-2009 11:41:10     Advertising Campaigns: Planning & Evaluation | © Vivek Kher   17
The response expected
                      from the target audience




09-11-2009 11:41:12       Advertising Campaigns: Planning & Evaluation | © Vivek Kher   18
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
The brand personality
                      projected in the campaign




09-11-2009 11:41:16        Advertising Campaigns: Planning & Evaluation | © Vivek Kher   20
Some key concepts
• Brand Ambassador / Model
• Brand Spokesperson
• Brand Personality




09-11-2009 11:41:17     Advertising Campaigns: Planning & Evaluation | © Vivek Kher   21
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
The big idea / brand idea




09-11-2009 11:41:22   Advertising Campaigns: Planning & Evaluation | © Vivek Kher   23
Some key concepts
• Inherent / product
• Creative
      – Simplicity
      – Suspense
      – Smile




09-11-2009 11:41:23     Advertising Campaigns: Planning & Evaluation | © Vivek Kher   24
Media considerations of the campaign




09-11-2009 11:41:24   Advertising Campaigns: Planning & Evaluation | © Vivek Kher   25
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
Media: Where to say it




09-11-2009 11:41:26       Advertising Campaigns: Planning & Evaluation | © Vivek Kher   27
Media Planning




09-11-2009 11:41:26   Advertising Campaigns: Planning & Evaluation | © Vivek Kher   28
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
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
Motion: When to say it




09-11-2009 11:41:30       Advertising Campaigns: Planning & Evaluation | © Vivek Kher   31
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
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
Money: How much to say




09-11-2009 11:41:33   Advertising Campaigns: Planning & Evaluation | © Vivek Kher   34
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
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
Measurement: How well said




09-11-2009 11:41:42   Advertising Campaigns: Planning & Evaluation | © Vivek Kher   37
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
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

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20091109 Brand Gyaan

  • 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