Kongu engineering

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Grabbing your customer’s attention
and retaining it
The importance of message development

Agenda
• The 6 questions: WHY, WHAT, WHEN, WHERE,
HOW and WHO
• The brief: the most important aspect in
message development
• The communication strategy: the roadmap
• What goes into a message
• Media: conventional and emerging
• Some great advertising

WHYa message at all?
• Why not word of mouth?
• Businesses / organisations that can / must
survive on word of mouth

WHATare we trying to sell?
• Knowledge is key here: if you don’t understand
what your consumer / customer wants, you will
be de-selling
• Relevant information
• Advertising in B2B is serious: no frivolity there
• Babes and babies don’t sell serious advertising

• Research: surprising insights
• ‘Shout louder, get heard better’

Services
• Product here is intangible
• Experience is important

WHENis the time?
• Product / service / company launch
• Brand building activity
• Topical advertising
• Sustained promotions

WHERE do we advertise?
• Choosing the right media
• Innovations in media

HOW do we advertise?
• The importance of message development
• Breaking the message into the strategic and
creative components

WHO are we?
Seller
or
advertiser?

WHO are we?- Seller
Defining goals: short term and long term
Define priorities
Zone in on the right advertising agency

WHO are we?- Advertiser
• Do your homework
• Understand consumer
psyche

WHO are we
talking to?
Target
audience
– If you don’t know
them, you don’t
know what you are
talking about
- Promise versus
reality perception

Target audience
• Advertising in India
• The common man approach
• Celebrity endorsements

• An ad is as good as its brief
• Facts, figures
• Are the client and agency thinking on the same
platform?
• Constructing the brief

Communication strategy
• The roadmap to effective advertising
• Include all possible avenues that can reach out to the
consumer
• Brands need to evolve with the times
• Go out into the market: great advertising does not
happen inside the studio
• Learn from the client; if you are the client, share
information

What goes into a
message

Copy
• The soul of advertising
• The most powerful copy is often the simplest
• When everyone talks the same thing, think
lateral
• Copy and visuals go together; if they don’t
there is little harmony
• If the copy is powerful enough, forget the
visuals

Visuals
• Relevance is key
• Pictures speak a thousand words
• Out of the box is great. But if your audience
does not understand it, you have achieved
little
• The same concept, the same visuals: where
does the product stand amidst the
competition?

Media: conventional and emerging
• Conventional
Print
Television
–Radio
–Direct Mailer

Emerging media
Online
Mobile
OOH
Experiential
Sense marketing
Viral

The need to adapt today
• Too much happening everywhere
• Too many conventional forms and thus, a
chance of too much spillover
• The need to connect with the consumer at
every chance a brand can get
• Cost Vs Benefit ratio

The concept must connect all
• Importance of arriving at a concept that can
be seamlessly integrated across all media
• Talk the same language everywhere, all the
time

The concept must connect all
• Execution across all media has to be different
• Execution is key: a great concept can be killed
by bad execution. And a great execution can
add value to an ordinary concept

Some great ads…

Innovative
advertising

Social advertising

A quick recap
• Know the 6Qsbefore you get to advertising
• Understand your consumers / clients
• Promise-reality balance
• Media relevance
• Execution

On a signing note
• Responsibility in message development
• Social relevance
• Caring enough about what we work for and whom
we are addressing

Here’s to a great career in advertising or a great
relationship with an advertising agency
Shobhana Kumar
shobhana@edventures1.com
+91-9787-55-55-44

Kongu engineering

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