The document summarizes a study by TNS India on creating effective television advertising during Diwali. It analyzed nine ads from brands such as Amazon, Cadbury, Coca-Cola, and found the most successful ads integrated the Diwali themes and values authentically while staying true to the brand. The best ads achieved both short-term activation and long-term brand building by understanding the audience's ideals related to Diwali and not over-sentimentalizing or dismissing holiday values. The study also found brands need to balance Diwali themes with their own values to have an authentic integration.
Cadbury campaign pitch presentation (naked idea agency)yanahada
1. Naked Idea Agency has over 15 years of experience advising leading brands on advertising, marketing, strategy, analytics, campaign management, and data.
2. It helps clients develop effective creative campaigns, select the ideal media mix, and determine the best way to reach their target audiences.
3. The agency offers full-service support backed by expertise in various areas of marketing.
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
1) The presentation discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model.
2) The brand positioning model describes how to establish competitive advantages in customers' minds. The brand resonance model describes how to create intense customer loyalty. The brand value chain model describes how marketing expenditures create financial brand value.
3) Collectively, these three models provide perspectives to develop branding strategies and tactics to maximize profits and long-term brand equity.
Iceland supermarket is launching new product lines for kids, pizzas, and Christmas items. They want an advertising campaign to promote these lines and make their target audience - busy mothers on a budget - more aware of Iceland's products. The ads must be appropriate for daytime TV and magazines and avoid political or controversial themes. They need to be ready for the start of the Christmas season.
This document provides a personal selling plan for Janotta and Herner Inc. (JHI), a construction company. It discusses establishing a dedicated personal selling team to build relationships with existing and potential customers through phone calls and in-person visits. The plan recommends conducting most visits during the winter off-season when decision-makers are planning future projects. It also outlines responsibilities for a traveling representative to meet with businesses and help secure new clients. The document then discusses advertising and public relations strategies, including newspaper ads, billboards, and involvement with local chambers of commerce to raise brand awareness and visibility.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
The 12-day Google AdWords campaign for Indian Startups focused on building brand awareness and targeted entrepreneurs and investors. Over the campaign period, there were three separate campaigns that progressively narrowed in scope. The final campaign was most successful, generating 378 clicks with a 1.16% click-through rate while staying within budget. Key lessons learned included focusing advertising on the display network and targeting specific regions, services, and entrepreneurial activities to improve future online marketing efforts.
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
Cadbury campaign pitch presentation (naked idea agency)yanahada
1. Naked Idea Agency has over 15 years of experience advising leading brands on advertising, marketing, strategy, analytics, campaign management, and data.
2. It helps clients develop effective creative campaigns, select the ideal media mix, and determine the best way to reach their target audiences.
3. The agency offers full-service support backed by expertise in various areas of marketing.
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
1) The presentation discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model.
2) The brand positioning model describes how to establish competitive advantages in customers' minds. The brand resonance model describes how to create intense customer loyalty. The brand value chain model describes how marketing expenditures create financial brand value.
3) Collectively, these three models provide perspectives to develop branding strategies and tactics to maximize profits and long-term brand equity.
Iceland supermarket is launching new product lines for kids, pizzas, and Christmas items. They want an advertising campaign to promote these lines and make their target audience - busy mothers on a budget - more aware of Iceland's products. The ads must be appropriate for daytime TV and magazines and avoid political or controversial themes. They need to be ready for the start of the Christmas season.
This document provides a personal selling plan for Janotta and Herner Inc. (JHI), a construction company. It discusses establishing a dedicated personal selling team to build relationships with existing and potential customers through phone calls and in-person visits. The plan recommends conducting most visits during the winter off-season when decision-makers are planning future projects. It also outlines responsibilities for a traveling representative to meet with businesses and help secure new clients. The document then discusses advertising and public relations strategies, including newspaper ads, billboards, and involvement with local chambers of commerce to raise brand awareness and visibility.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
The 12-day Google AdWords campaign for Indian Startups focused on building brand awareness and targeted entrepreneurs and investors. Over the campaign period, there were three separate campaigns that progressively narrowed in scope. The final campaign was most successful, generating 378 clicks with a 1.16% click-through rate while staying within budget. Key lessons learned included focusing advertising on the display network and targeting specific regions, services, and entrepreneurial activities to improve future online marketing efforts.
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
This document discusses how accurately forecasting sales and creating a sales plan can help businesses manage cash flow, production, staffing, and financing needs more effectively. It provides guidance on developing a sales forecast, including considering historical sales data, market assumptions, and customer expectations. It also emphasizes creating a sales plan that sets strategic objectives and outlines specific, measurable steps and timelines to achieve sales goals in both existing and new markets. Avoiding overly optimistic forecasts and getting feedback on assumptions is advised.
The document discusses strategies for maximizing marketing communications budgets. It recommends:
1. Balancing "non-working" production dollars that account for 10-20% of the budget with "working" media dollars to generate the most return.
2. Flexing the "investment muscle" to focus spending in a way that has the highest impact, such as combining TV and print production or producing multiple ad lengths from one shoot.
3. Using 15-second ad spots paired with 30-second spots and aired between 1,000-2,000 GRPs as a cost-effective way to continue driving messaging once ideas are established.
This document provides an overview of the strategic planning process in advertising and marketing. It discusses key aspects of strategy including defining objectives and the desired consumer response, identifying the target audience, and developing messaging and positioning. The document also outlines the typical stages in strategic development from initial research to identifying insights, developing the strategic framework, creating briefs to guide creative work, and evaluating effectiveness. Research is depicted as informing strategic planning at each stage of concept development, testing, and ongoing brand tracking.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
This document provides information about James de Clifford's branding and marketing services. It discusses creating emotional connections with customers through visual communications and understanding how emotions influence buying decisions. Key areas it focuses on include user experience design, capturing moments, investment versus immediate reward, and using emotional intelligence to build relationships and influence purchasing.
Mmark is a leading footwear brand in South India known for combining style and quality. However, its online presence is weak with few social media followers and an outdated website. Di Mark proposes a multi-phase digital marketing strategy to improve Mmark's online positioning and sales. The first phase focuses on optimizing Mmark's website and increasing its social media presence. Subsequent phases expand its online campaigns and integrate customer relationship management. Di Mark offers full service digital marketing solutions to help Mmark compete effectively online.
Brand activation: unlocking the profit potential of your brandTactus Associates
A review of Brand Activation: how brands can help companies boost their growth and profits by using their corporate brand to link corporate strategy to the delivery of value to customers.
Portfolio planning is a strategic approach that allows companies to make informed decisions about the right number, type, frequency, and timing of marketing tactics needed to generate an optimal mix of brand experiences. It involves a 4-step process: 1) aligning tactics to objectives and audiences, 2) evaluating tactic performance, 3) considering new opportunities, and 4) creating a tactic plan. The goal is to accelerate business success by increasing effectiveness, improving ROI, and achieving objectives.
Lyle Cosmetics has engaged Di Mark to develop a brand positioning and marketing campaign to establish itself as a trusted cosmetics brand in India. Di Mark proposes a two-fold strategy of reinvigorating its existing market in Kerala while also expanding online across India. Key elements include redesigning packaging, launching smaller product sizes, implementing seasonal offers, revamping the website, and managing social media. The one-year media plan outlines budgets for photography, design work, videos, social media management and more to build brand awareness and loyalty among Indian women.
This document discusses the importance and reasons for rebranding a company. It provides examples of major companies like Pepsi, Google, and Starbucks that have rebranded multiple times. The document outlines some of the top reasons for rebranding, including staying relevant in a changing market, improving consumer loyalty, and attracting new opportunities. It emphasizes that rebranding is essential for business success to keep up with competition and changing consumer preferences. A well-executed rebranding involves careful strategy, stakeholder engagement, and memorable visual elements to introduce a new brand position and identity that connects with current and new audiences.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
The case for Purpose-Driven Marketing in Australia Allan Dib
Increasingly more companies are talking about the company and brand purpose, and rightly so. Shifting marketing from product-centric marketing to purpose-driven marketing has proven to be very successful for brands. This same thinking has also helped many corporations build their reputation and relevance with stakeholders
Young Marketers Elite-3-Assignment-11.1-Đức Hiệp-Thanh An-Khánh ThyKhanh Nguyên
The document discusses key concepts for brand communication and advertising, including brand insight, communication insight, and advertising insight. It provides examples of each type of insight and how they relate to and build upon each other to form the brand big idea, communication big idea, and advertising big idea. The document also discusses the process of developing a campaign or advertising big idea, including understanding the market, brand situation, consumer insights, and objectives to arrive at the propositioning, communication big idea, and evaluation.
This document provides details about an advertising campaign planning process. It begins with defining goals and budget, understanding the target audience, and determining which products or services to feature. It also discusses completing a SWOT analysis, identifying key differentiators, building the advertising plan components, considering low-cost methods, launching the campaign, and analyzing results. The document provides a 10 step process for developing an effective advertising campaign.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
The presentation focuses on the role of Internal Branding In Human Resources & Marketing Management. It specifically goes through the HRM practices that incorporate internal branding like recruitment, selection, training and development, and internal communication. It also shows the impact on Brand Performance and Brand Commitment.
This document provides an overview of planning for public relations work. It discusses the importance of planning in PR and how planning helps provide strategic justification for campaigns and ideas that are grounded in consumer insights. Effective planning requires researching the client's business, industry, consumers and competitors to develop insights. These insights then shape the strategy and ensure the work will be effective in achieving business and communications objectives. The document also differentiates between objectives, strategies and tactics in PR planning.
The document provides guidance on developing an effective advertising strategy and creative brief. It emphasizes starting with clear brand vision and strategic objectives, and developing a "big idea" creative strategy that consistently communicates the brand's message over time. The document also stresses evaluating whether the creative expression truly reflects and accomplishes the strategic goals.
Let's celebrate this diwali as a "Green Diwali" by not creating any harm to the environment and to any humans. Do not burn crackers and make this Diwali a healthy, safe and prosperous one.
Here are the answers to the questions in full sentences:
1. Hanukah is celebrated in the winter season.
2. Judah Maccabee was the leader of the army that retook the temple from those who had taken it from the Jewish people.
3. The miracle of Hanukah is that when the temple was cleaned, there was only enough oil to burn the lamp called the Ner Tamid for one night, but it burned for eight nights until more oil could be collected.
4. The menorah is a nine-branched candlestick used to light the other candles during Hanukah. Each night of the eight-day festival another candle is lit on the menorah to represent
This document discusses how accurately forecasting sales and creating a sales plan can help businesses manage cash flow, production, staffing, and financing needs more effectively. It provides guidance on developing a sales forecast, including considering historical sales data, market assumptions, and customer expectations. It also emphasizes creating a sales plan that sets strategic objectives and outlines specific, measurable steps and timelines to achieve sales goals in both existing and new markets. Avoiding overly optimistic forecasts and getting feedback on assumptions is advised.
The document discusses strategies for maximizing marketing communications budgets. It recommends:
1. Balancing "non-working" production dollars that account for 10-20% of the budget with "working" media dollars to generate the most return.
2. Flexing the "investment muscle" to focus spending in a way that has the highest impact, such as combining TV and print production or producing multiple ad lengths from one shoot.
3. Using 15-second ad spots paired with 30-second spots and aired between 1,000-2,000 GRPs as a cost-effective way to continue driving messaging once ideas are established.
This document provides an overview of the strategic planning process in advertising and marketing. It discusses key aspects of strategy including defining objectives and the desired consumer response, identifying the target audience, and developing messaging and positioning. The document also outlines the typical stages in strategic development from initial research to identifying insights, developing the strategic framework, creating briefs to guide creative work, and evaluating effectiveness. Research is depicted as informing strategic planning at each stage of concept development, testing, and ongoing brand tracking.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
This document provides information about James de Clifford's branding and marketing services. It discusses creating emotional connections with customers through visual communications and understanding how emotions influence buying decisions. Key areas it focuses on include user experience design, capturing moments, investment versus immediate reward, and using emotional intelligence to build relationships and influence purchasing.
Mmark is a leading footwear brand in South India known for combining style and quality. However, its online presence is weak with few social media followers and an outdated website. Di Mark proposes a multi-phase digital marketing strategy to improve Mmark's online positioning and sales. The first phase focuses on optimizing Mmark's website and increasing its social media presence. Subsequent phases expand its online campaigns and integrate customer relationship management. Di Mark offers full service digital marketing solutions to help Mmark compete effectively online.
Brand activation: unlocking the profit potential of your brandTactus Associates
A review of Brand Activation: how brands can help companies boost their growth and profits by using their corporate brand to link corporate strategy to the delivery of value to customers.
Portfolio planning is a strategic approach that allows companies to make informed decisions about the right number, type, frequency, and timing of marketing tactics needed to generate an optimal mix of brand experiences. It involves a 4-step process: 1) aligning tactics to objectives and audiences, 2) evaluating tactic performance, 3) considering new opportunities, and 4) creating a tactic plan. The goal is to accelerate business success by increasing effectiveness, improving ROI, and achieving objectives.
Lyle Cosmetics has engaged Di Mark to develop a brand positioning and marketing campaign to establish itself as a trusted cosmetics brand in India. Di Mark proposes a two-fold strategy of reinvigorating its existing market in Kerala while also expanding online across India. Key elements include redesigning packaging, launching smaller product sizes, implementing seasonal offers, revamping the website, and managing social media. The one-year media plan outlines budgets for photography, design work, videos, social media management and more to build brand awareness and loyalty among Indian women.
This document discusses the importance and reasons for rebranding a company. It provides examples of major companies like Pepsi, Google, and Starbucks that have rebranded multiple times. The document outlines some of the top reasons for rebranding, including staying relevant in a changing market, improving consumer loyalty, and attracting new opportunities. It emphasizes that rebranding is essential for business success to keep up with competition and changing consumer preferences. A well-executed rebranding involves careful strategy, stakeholder engagement, and memorable visual elements to introduce a new brand position and identity that connects with current and new audiences.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
The case for Purpose-Driven Marketing in Australia Allan Dib
Increasingly more companies are talking about the company and brand purpose, and rightly so. Shifting marketing from product-centric marketing to purpose-driven marketing has proven to be very successful for brands. This same thinking has also helped many corporations build their reputation and relevance with stakeholders
Young Marketers Elite-3-Assignment-11.1-Đức Hiệp-Thanh An-Khánh ThyKhanh Nguyên
The document discusses key concepts for brand communication and advertising, including brand insight, communication insight, and advertising insight. It provides examples of each type of insight and how they relate to and build upon each other to form the brand big idea, communication big idea, and advertising big idea. The document also discusses the process of developing a campaign or advertising big idea, including understanding the market, brand situation, consumer insights, and objectives to arrive at the propositioning, communication big idea, and evaluation.
This document provides details about an advertising campaign planning process. It begins with defining goals and budget, understanding the target audience, and determining which products or services to feature. It also discusses completing a SWOT analysis, identifying key differentiators, building the advertising plan components, considering low-cost methods, launching the campaign, and analyzing results. The document provides a 10 step process for developing an effective advertising campaign.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
The presentation focuses on the role of Internal Branding In Human Resources & Marketing Management. It specifically goes through the HRM practices that incorporate internal branding like recruitment, selection, training and development, and internal communication. It also shows the impact on Brand Performance and Brand Commitment.
This document provides an overview of planning for public relations work. It discusses the importance of planning in PR and how planning helps provide strategic justification for campaigns and ideas that are grounded in consumer insights. Effective planning requires researching the client's business, industry, consumers and competitors to develop insights. These insights then shape the strategy and ensure the work will be effective in achieving business and communications objectives. The document also differentiates between objectives, strategies and tactics in PR planning.
The document provides guidance on developing an effective advertising strategy and creative brief. It emphasizes starting with clear brand vision and strategic objectives, and developing a "big idea" creative strategy that consistently communicates the brand's message over time. The document also stresses evaluating whether the creative expression truly reflects and accomplishes the strategic goals.
Let's celebrate this diwali as a "Green Diwali" by not creating any harm to the environment and to any humans. Do not burn crackers and make this Diwali a healthy, safe and prosperous one.
Here are the answers to the questions in full sentences:
1. Hanukah is celebrated in the winter season.
2. Judah Maccabee was the leader of the army that retook the temple from those who had taken it from the Jewish people.
3. The miracle of Hanukah is that when the temple was cleaned, there was only enough oil to burn the lamp called the Ner Tamid for one night, but it burned for eight nights until more oil could be collected.
4. The menorah is a nine-branched candlestick used to light the other candles during Hanukah. Each night of the eight-day festival another candle is lit on the menorah to represent
Indian Society Estonia celebrated Diwali 2014 in Tartu, Estonia by organizing festivities that included lighting candles and lamps, exchanging sweets and gifts, and wearing new clothes. Members of the Indian community in Tartu came together to observe the Hindu festival of lights through traditional rituals and enjoy an evening of Indian culture, food, and entertainment. The event helped bring the Indian community together while also educating others about their traditions and customs through sharing the celebration of Diwali.
The document discusses the Hindu festival of Diwali or Deepavali. It is known as the "Festival of Lights" and celebrates the victory of good over evil. Diwali commemorates the return of King Rama to his kingdom after defeating the demon Ravana, as told in the Hindu epic Ramayana. The festival involves lighting lamps to symbolize the inner light that protects from spiritual darkness. Diwali is an important holiday for Hindus, Sikhs, Buddhists and Jains around the world.
Deepavali, also known as Diwali, is a five-day Hindu festival that celebrates the victory of light over darkness. It is celebrated in the lunar month of Kartika, usually in October or November. During Deepavali, homes are cleaned, decorated with lights and rangoli designs, and family and friends gather to feast, light fireworks, and pray for health, wealth, and prosperity in the coming year.
Diwali is a Hindu festival celebrated over 5 days that is also observed by Sikhs. It is known as the "Festival of Lights" and symbolizes the victory of good over evil and light over darkness. Traditions include wearing new clothes, cleaning homes, exchanging gifts and sweets, lighting lamps, fireworks, drawing patterns on the floor, and reenacting stories such as those of the demon Narakaasura defeated by Lord Krishna and of Rama rescuing his wife Sita from the demon Ravana.
Here We Are With Some Nice HQ Happy Diwali Pictures , Images , Wallpapers , Greetings And eCards. Diwali otherwise called the "festival of lights", is an antiquated Hindu festival celebrated in pre-winter consistently. The festival profoundly means the triumph of light over darkness, information over lack of awareness, great over detestable, and trust over gloom.
Visit Us For More - www.happydiwaliwishessms.in
This document provides guidance and materials for a 4-session learning activity on Christmas and Diwali festivals of light. The activity aims to help students recognize similarities and differences between cultural groups by learning about how Diwali and Christmas are celebrated. Session outlines include opening and closing activities, main topics of discussion and instruction, and suggested resources. The sessions explore both festivals' connections to themes of light and hope, and compare characters and stories from Christmas and Diwali narratives. A visitor from the local Hindu community is recommended to discuss Hindu practices and Diwali traditions.
The document announces a Festival of Lights Diwali celebration to take place at the Wetaskiwin Public Library on October 17, 2009. The celebration will include storytelling, saree draping, coloring, lamp making, rangoli, henna tattoos, peacock lantern making, and a tisket tasket ethnic clothes basket activity. Patrons provided positive feedback, enjoying the monkey story, candy sushi, dressing as an Indian princess, and crafts. Adults liked the Indian sweets and saree draping. Staff feedback was that it was a successful program and more volunteers were needed.
1) Diwali is an important Hindu festival that celebrates the victory of light over darkness and good over evil.
2) The festival is celebrated over five days through activities like cleaning homes, lighting lamps, participating in prayers for the goddess of wealth Lakshmi, lighting fireworks, and feasting with family and friends.
3) Diwali commemorates important events from Hindu mythology, such as Lord Rama returning home with his wife Sita after defeating the demon king Ravana and the people lighting oil lamps to celebrate.
Diwali, also known as the Festival of Lights, is a Hindu festival celebrated in India that marks the return of Lord Rama to his kingdom after 14 years in exile. During Diwali, people decorate their homes with lights, rangoli designs, and flowers. They light diyas and candles to symbolize the victory of light over darkness. People also worship Lakshmi, the goddess of wealth, and pray for prosperity in the coming year. It is a time for families and communities to come together, light fireworks, and enjoy traditional foods.
Diwali, also known as Deepavali, is the Hindu festival of lights celebrated in autumn. As the Hindu calendar is lunar-based, Diwali falls on different dates each year in October or November. Diwali commemorates the return of King Rama to his kingdom after defeating the demon Ravana and symbolizes the victory of light over darkness. Homes and public places are decorated with lights and fireworks, and sweets are exchanged between family and friends to celebrate.
Diwali is one of the biggest Hindu festivals celebrated in India and around the world. Also known as the Festival of Lights, it commemorates the victory of good over evil. During Diwali, families light oil lamps, decorate their homes with rangoli patterns, exchange gifts, and light fireworks. The five-day celebration culminates on the third day with Lakshmi puja, honoring the goddess of wealth and prosperity.
Diwali or Deepavali is celebrated all over India. There are interesting variances in the legends and rituals of Diwali between different regions of India. This is a small compendium of the legends of Diwali and reasons for its observance.
Diwali is a five-day festival celebrated by Hindus, Sikhs, and Jains that originated in India thousands of years ago to commemorate the victory of good over evil. People celebrate by decorating their homes with lights, exchanging gifts, wearing new clothes and jewelry, lighting fireworks, going to temples to pray for peace and happiness, and making Rangoli designs outside their homes with materials like colored rice, sand, or flower petals. Diwali has now spread globally with people celebrating in countries like the US, Canada, UK, parts of Asia and Africa.
The document provides details about the various legends, traditions, and regional celebrations associated with the Hindu festival of Diwali. It describes the legends of Ram defeating Ravana and returning to Ayodhya with Sita, the appearance of Lakshmi during samudra manthan, and Krishna defeating the demon Narakasura. It also discusses regional names for Diwali days, rituals performed, and the significance as a harvest festival across India. The document comprehensively covers the religious and cultural significance of Diwali through multiple paragraphs and sections.
This Diwali greeting card wishes the recipient and their family a Happy and Colorful Diwali. It hopes the festival brings love, peace, warmth and togetherness. It also wishes everyone a happy and prosperous year, with lots of happiness and fulfilled dreams. The card conveys traditional Diwali well-wishes of troubles being light, love deep, friends solid as diamonds, and success bright as gold. It closes by wishing the joy and merriment of the festival surrounds the recipient forever.
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Here is the layout,
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3. 3
Welcome
Diwali promises to be a time of
intensive sales promotion activity in
India. Advertisers will vie for the
gifting budgets of both individuals
and organisations as the festival
of lights provides a prime
opportunity to capitalise on heavy
trade volumes.
Immediate returns are expected from
investment in communications and
promotion, but the pressure is also
on as brands compete to raise their
brand equity in a period notorious
for cluttered holiday advertising.
We recently examined a number of high profile 2014 Diwali ads to determine the attributes of
success for brands investing in promotional activity during this lucrative sales period.
In this report, we employed three leading TNS metrics to establish the success of these Diwali ads:
g Short-term index: This index establishes how motivated people feel to act having watched the
ads. It is based on all Diwali ads measured in the study and uses TNS AdEval methodology.
g Long-term index: This index establishes the long-term brand building potential of an ad through
an ‘affective memory potential’ (AMP) score covering the three dimensions of ’novelty’, ‘affective
impact’ and ’relevance’. This judges whether the campaign will be noticed and brand associations
assimilated into long term memory.
g NeedScope: Our proprietary toolkit for understanding emotions in marketing is a psychological
framework, revealing the emotional territory that the campaign occupies; and uncovering the
drivers of irresistibility in brands.
Our in-depth study has uncovered the three key insights that help define Diwali success when it
comes to holiday campaign investment.
If you are interested in learning more about anything you read here, please do get in touch.
Best wishes,
Chhavi Bhargava
Managing Director
TNS India
Chhavi.Bhargava@tnsglobal.com
+91 124 4488800
Nitin Nishandar
Regional Managing Director,
Brand & Communication,
TNS in Asia Pacific
nitin.nishandar@tnsglobal.com
+65 6597 7387
4. The Diwali Effect
Brand building
versus activation
Good advertising can secure immediate audience
engagement and provide positive benchmark
metrics, but in their efforts to secure the rupees
of shoppers during this key holiday period, some
brands sacrifice brand building in favour of
activation. Those that only focus on short-term
results can do themselves a disservice.
1
4
5. The Diwali Effect 5
LG NeedScope positioning
The NeedScope profile reveals a lack of distinction as the ad
hovers in the ‘no-man’s land’ centre of the map, confirming that
the audience found it lacked a clear emotional direction due to its
unoriginal content. The montage of a young family using the
various LG products during Diwali lacked both a compelling
storyline and stirring visuals, failing to move the audience
on an emotional level. Whilst it was tactically effective at
communicating product information, it neglected the
longer-term brand-building opportunity.
Brand building versus activation
Case Study: LG
LG promotes a wide product range in this tactical TVC with snippets of
information conveyed about each new product as the camera jumps from
situation to situation throughout the home – cooking a meal in a LG
microwave, fetching a drink from an LG fridge at a party, taking photos
during the celebrations, ending with fireworks on the family’s balcony.
The ad over-indexes on short-term impact - the highest ranked ad of all
reviewed - but brand building suffered as it significantly under-indexed on
long-term impact metrics.
6. The Diwali Effect 6
Case Study: Snapdeal
It is possible for holiday ads to successfully promote immediate sales and
simultaneously nurture longer-term brand equity. In this short ad from online
shopping portal Snapdeal, the veteran Bollywood actor and favourite babuji
(Indian father figure) gives Diwali blessings to viewers. He moves from a
traditional setting to a not-so-traditional location - a graffitied street - whilst
discussing the availability and access to original products on Snapdeal. It is
straightforward in its dramatic structure led by the talking-head speaking
directly to the audience, but nevertheless is engaging and scores highly for
the ‘novelty’ and ‘relevance’ AMP metrics.
Brand building versus activation
Novelty was generated through quirky twists of phrase and setting, whilst
‘relevance’ came via the promise of original products. Snapdeal’s tactical
approach dynamically aligned it with the practical needs of its audience -
discounts - and over-indexed on short-term engagement measures. But it
also captured the audience in a way that elevated long-term measures. In
comparison to LG, this ad provides the better return on advertising spend.
7. The Diwali Effect 7
Short and long term scores of Snapdeal ad
The efficient use of the Diwali theme coupled with the celebrity casting
created lasting brand memories and helped the ad establish short term
and long term impact.
See Talk
Short term
72
78
Norm
Long term
Novelty Affective Relevance
59
55 56
Norm
Brand building versus activation
8. The Diwali Effect 8
The role of emotions
and values
Advertising during the holiday season has different rules to the rest of the
year as brands must be respectful of the special considerations unique to
Indian festival. Despite it being a poignant time of year, brands must also
be careful not to rely too heavily on emotions to carry their ad without
showcasing anything new.
Indian audiences are more demanding of their TV commercials during
festivals like Diwali, as attention is not only more divided because
people are busier, but the cultural collective conscious is more precisely
focused around seasonal ideas, like prosperity and positivity. In a 2014
TNS UK Christmas advertising study, brands faced similar challenges to
entertain seasonal audiences whilst achieving advertising objectives and
maintaining holiday spirit
2
9. The Diwali Effect 9
The role of emotions and values
Case Study: Cadbury
In this ad a forlorn soldier is playing cards on Diwali eve with his
military unit when his family surprises him. Whilst it scored highly
for the third AMP metric (affective impact) because of its ‘family’
messaging, it was average for ‘relevance’ and ‘novelty’ due to its
familiar approach, which did not highlight anything new about the
brand. Overall, over-reliance on emotion and lack of novelty has
limited the long term potential of the ad.
10. The Diwali Effect 10
The role of emotions and values
The ad challenges both Diwali traditions and etiquette and comes off as
disrespectful, rather than the aim of being casual and fun. This is a significant
contributor to its low relevance score and flat affective impact.
Case Study: Coca-Cola
When a brand does not properly acknowledge the significance or
connotations of Diwali, it can quickly result in a negative impact. Brands must
carefully balance the core festival values with their own. This ad depicts an
aunt and uncle paying a surprise visit to their nephew and his wife, the latter
of whom they relieve of formal hosting duties by bringing a bottle of
Coca-Cola.
11. The Diwali Effect 11
Case Study: Titan
Likewise, this ad begins with a young, affluent
couple who feel distanced from each other. As a way
of requesting more of her husband’s time she gives
him the metaphorical gift of time - a wristwatch.
The subtle tensions portrayed are incongruent with
traditional Diwali sentiments, such as happiness,
feeling and belonging. While the Titan ad scored
close to norms on both short-term and long-term
measures, it could have been even more successful
if the festive sentiments had been integrated more
strongly into the narrative.
Case Study: Havells
Upholding festival values also extends to advertising
tonality. This ad suffers due to its negative, sarcastic
take on gifting by depicting a formerly disgruntled
customer who gifts his energy provider customer
service representative a box of LED lights. He explains
that the lights have saved him money and jeeringly
suggests that the energy company use them too.
The storyline is innovative, but the ad scored lowest
overall, and on each individual AMP metric because
the protagonist gives his gift in ridicule, a sentiment
that does not align with the values of Diwali - hope
and positivity. Viewers rejected the value system that
the ad endorses, and it fails because the ad does not
‘understand’.
The role of emotions and values
70%
35%
65%
31%
Norms
Short: 73%
Long: 36%
Short term
Long term
Short and long term responses
to Havells and Titan ads
Both ads perform below average due to
the negative or sarcastic emotions which
are at odds with the spirit of Diwali.
12. Authenticity is key
Although understanding what to avoid is useful, for key sales
periods like Diwali, the ‘what to do’ is absolutely crucial. Ads that
authentically integrate the Diwali theme and values performed
better on long-term brand building. The challenge is to determine
how to faithfully incorporate those festival themes and values with
the brand’s assets and values, especially when they seem disparate.
Despite the route to integration being more obvious for brands like
Cadbury and Coca-Cola, that naturally reside in the same friendly
territory as Diwali, having a similar emotive positioning to the
holiday is no guarantee of a successful outcome. As already
identified, neither executed their creative well and both
under-indexed. In fact the Coca-Cola ad’s NeedScope profile
revealed a more assertive’ profile in contrast to the brand’s normal
‘friendly’ and ‘carefree’ positioning, a space that Diwali also
naturally embraces.
3
The Diwali Effect 12
13. The Diwali Effect 13
Coca-Cola Needscope positioning
The ‘friendly’ and ‘carefree’ positioning were already the core of Coca-Cola values, but
in this ad the brand stretched in the opposite direction and reached the ‘assertive’ area
- far removed from its heartland and that of Diwali.
Need
Heartland of Diwali and brand
roots of Coca-Cola The Coca-Cola Diwali ad roots
Authenticity is key
14. The Diwali Effect 14
Authenticity is key
Sony NeedScope positioning
Sony’s brand roots position it on the ‘assertive’ side of
the Needscope framework but its Diwali ad has shifted
the brand further towards the centre. This brand stretch
allows it to align with Diwali as the ad has migrated the
brand positioning towards the holiday area. However, as
with the successfully ads analysed in the 2014 TNS study,
Revealed: The Chinese New Year ads delivering double
prosperity, Sony was careful to not migrate too far from its
recognised brand territory. By using the shimmer of Diwali
sparklers as a visual metaphor for the technology, Sony
inextricably links the Diwali theme to the ad execution.
Case Study: Sony
Authentic holiday ad integration goes beyond emotive positioning, with the best ads
embracing the ideas of the festival and using them as a starting point for communications
development. When Diwali festivities were used conceptually in ad design, results were
better - ads that embraced the festival theme holistically tested better than those that only
used the obvious trappings of Diwali in a superficial way. The ad from Sony is a beautiful
and mesmerising piece of footage complimented by a emotive soundtrack. The ad features
children playing with Diwali sparklers to showcase Sony’s TriluminousTM LED television
display technology and is a good example of how ads can use the holiday theme to
highlight product features and benefits in order to reap the greatest advantage.
73%
42%
Norms
Short: 73%
Long:36%
Short term
Long term
Need
Heartland of Diwali Sony brand roots
15. The Diwali Effect
The Diwali Effect study has shown that the
best ads take advantage of both activation and
brand-building opportunities, thoroughly understand
their audience’s ideals in relation to the holiday, and
crucially, do not over-sentimentalise nor dismiss
holiday values and traditions. It can be challenging
for brands whose roots naturally lie in the ‘assertive’
territory to successfully integrate Diwali themes and
simultaneously remaining true to their brand values.
Success during Diwali
The best commercials holistically integrate
the holiday into the communication using the
festival’s symbolism, principles and metaphors
whilst exemplifying the brand in a way that is
authentic as well as faithful to the holiday.
15