It is a ppt. we prepared as an assignment for Advertising Mgt. It is about the ad launch of an online comedy portal.

1. Advertising Management
K S A d v ertis ing I n c
Sufia Qureshi & Kannan Casuba
Exec MBA 2009-10

2. Advertising Objective: To ensure trials by half a
million users within the launch quarter ramping them
up to one million by the end of the year.
Communication objective: Create awareness. Seek
identity to differentiate the web site in the industry
eye.
Strategic challenge/Situation analysis: To make
some one laugh is a challenging task . Many TV
channels are running programs like ‘Hansi k phatke’,
‘Comedy circus’, ‘laughter challenge’, even the news
channels are going for a comedy flavor. Movie
channels are showing bloopers during the movie.
Silver screen is also producing comic movies.

3. Opportunity: growing use of internet.
The big idea: The big idea is; in today’s hectic life schedule people
have no time to give themselves a state of relaxation, a hearty laugh.
If they find some moments to relax during their work schedule they
can make a huge difference in their lives. This is the reason why SMS
jokes are becoming popular.
Competitors analysis: comedy video downloads are available at
comedy.com, free comedy videos.
How am I different?
The product: Is not only a video download site but a complete
comedy pack wherein you have a variety in terms of Hindi film comic
series, English comedy, videos in different languages, television
comedy shows, jokes, slice of life shoots, the most popular comic
scenes of Hindi/English cinema, popular stars in comic roles.
The USP: the unique collection of videos which is not available on
any site. The range of collection is from 1930s (Charlie Chaplin's era)
till date.

4. Communication touch points
Print: Newspaper – National & Local
Times Of India- Must see must do column
Local: City special
Magazine- Wow
Digital-marketing: Viral marketing, social networking sites, Customers can
find related information on other websites or been directed to the
company’s sources by a referring website to find the information,
Automated Marketing Campaign.
Email stationary, which includes your logo and link to your site
Creative strategy: You must laugh to overcome the problems of life and the
product we are offering will make you laugh.

5. Marketing plan
Product: Online comedy portal
Price: Digital-marketing tools are cost effective
Print is costlier.
Place: Virtual
Promotion: Internet, Print
Internet campaign: ‘What makes you laugh?’
contest
Print: Magazines like
E-zines:

6. Budget
Budget: Arbitrary allocation
Target audience: > 15 yrs, 16 to 25
yrs, 26 to 40 yrs, 40 yrs and above.

7. Creative strategy
Idea generation
Copywriting
Illustration
Layout

8. Print Ads

11. Print Ad Rates
Print Ad Rates

12. Online Ad Specifications
Ad type Ad Size (Pixels) GIFJPEG file size Flash file size
Leader board 30K 35K
728 x 90
Tower 30K 35K
160 x 600
300 x 250 30K 35K
Box/Fly-Out
160 x 90 30K 30K
Tile
160 x 125 30K 35K
Button
300 x 250 30K 35K
Post-it Note

13. Online Ad

14. Aap kuch miss kar rahe hain
Kuch bohat zaroori
Kuch bohat anmol
Kuch bohat keemti
Jee haan ek thahaaka
Ek thahaaka jo badal de sab kuch!
Log on to www.thahaaka.com

15. 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 hein
Ek thahaaka jo badal de sab kuch
Log on to www.thahaaka.com

16. Hansi dooriyaan mitati hai
Tanao ghatati hai
Umar badhati hai
Rootho ko manati hai
Boss ko patati hai

17. Pre-testing
The product and the advertisement is pre tested by
taking responses from people belonging to;
Age: 21 to 40 yrs.
Region: North & South ( Delhi, Madhya Pradesh,
Kerela, Karnataka, Andhra Pradesh, Tamilnadu)
Result: Concept is appreciated
Name of the product: People are not able to connect with
the word ‘Thahaaka’
The product lacks global appeal.

18. 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.

19. 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

20. PRINT ADS
LOG
LAUGH
LOG
LAUGH
LOG
LAUGH
DISCOVER THE HAPPY HORMONES IN YOU
www.lognlaugh.com