PROJECT TOPIC Advertising & Account Planning

PREPARE BYChetan -8Ishita Saraiya -10Saurin Tana-14

ADVERTISINGADVERTISING

Advertising in India had a modest beginning in Advertising in India had a modest beginning in 1780.Advertisement in those days were mainly 1780.Advertisement in those days were mainly matrimonial or announcement .matrimonial or announcement .

What is Advertising : ADVERTISING is a paid What is Advertising : ADVERTISING is a paid form of communicating a message by the use of form of communicating a message by the use of various media. It is persuasive, informative, and various media. It is persuasive, informative, and designed to influence purchasing behavior or designed to influence purchasing behavior or thought patterns.thought patterns.

WHY ADVERTISING ?WHY ADVERTISING ? To create awareness, customer interest or desire To create awareness, customer interest or desire

To boost sales To boost sales

To build brand loyalty To build brand loyalty

To launch a new productTo launch a new product

To change customer attitudes/habits To change customer attitudes/habits

To build the company or brand imageTo build the company or brand image

To reminds and reassure customersTo reminds and reassure customers

To offset competitor advertising To offset competitor advertising

To boost public standingTo boost public standing

To reinforce To reinforce

AccountAccount PlannerPlanner The account planning role was invented in the The account planning role was invented in the

1960s. 1960s.

The idea was to elevate the researcher role into a The idea was to elevate the researcher role into a more influential strategic position. more influential strategic position.

Account planners are supposed to be experts in Account planners are supposed to be experts in research: they are then expected to ensure that research: they are then expected to ensure that research findings are integrated into the creative research findings are integrated into the creative development of advertisingdevelopment of advertising

Advertising Agency OrganizationAdvertising Agency Organization

Link the agency Link the agency with the clientwith the client

Act as liaisons so Act as liaisons so that the client does that the client does not need to interact not need to interact directly with several directly with several different service different service departments and departments and specialistsspecialists

Creative Services

Account Management

Media Services

Research Services

WHAT IS ACCOUNT PLANNING?WHAT IS ACCOUNT PLANNING?

Agency job function as consumer’s representativeAgency job function as consumer’s representative Brings consumer perspective to strategy and creative Brings consumer perspective to strategy and creative

development, pre-testing ads and tracking brand’s development, pre-testing ads and tracking brand’s progressprogress

Uses research to guide creative processUses research to guide creative process Interprets research to spot openings for developmentInterprets research to spot openings for development Liaison between agency and client Liaison between agency and client Responsible for understanding... Responsible for understanding...

• the client’s businessthe client’s business• the client’s marketing needsthe client’s marketing needs• strategy developmentstrategy development

Representing client point of view within the agencyRepresenting client point of view within the agency The client-agency relationship is a key factor in the The client-agency relationship is a key factor in the

success of agencies and campaigns.success of agencies and campaigns. Agencies win new business by ‘pitching’ to a client Agencies win new business by ‘pitching’ to a client

brief.brief.

Advertising Agency OrganizationAdvertising Agency Organization

Selecting the best Selecting the best advertising media advertising media

Media planners Media planners develop overall develop overall media strategymedia strategy

Media buyers Media buyers procure the procure the selected mediaselected media

Creative Services

Account Management

Media Services

Research Services

MEADIA DEPARTMENTMEADIA DEPARTMENT The people who do Media Services are known as The people who do Media Services are known as

Media Planners, They help ad agencies choose Media Planners, They help ad agencies choose the best medium to reach the customer they the best medium to reach the customer they want. They plan, schedule, book and purchase want. They plan, schedule, book and purchase space in the print media (newspapers, space in the print media (newspapers, magazines), or outdoors (billboards, kiosks and magazines), or outdoors (billboards, kiosks and bus panels) and time (TV & radio, Internet).bus panels) and time (TV & radio, Internet).

The The media departmentmedia department has two main functions has two main functions planningplanning and and buying.buying.

The planning groupThe planning group handles more strategic handles more strategic marketing and media issues. marketing and media issues.

The buying groupThe buying group handles media negotiations handles media negotiations and implementation.and implementation.

Major Types Of Major Types Of Advertising MediaAdvertising Media

NewspapersNewspapers

MagazinesMagazines

RadioRadio

TelevisionTelevision

Outdoor MediaOutdoor Media

InternetInternet

Alternative MediaAlternative Media

Ads in Movies and Videos

Ads in Movies and Videos

Interactive KiosksInteractive Kiosks

Computer Screen Savers

Computer Screen Savers

Video Shopping CartsVideo Shopping Carts

Fax MachinesFax Machines

CD-ROMsCD-ROMs

AdvertainmentsAdvertainments

Alternative Media

ADVERTISING AGENCY ORGANIZATIONADVERTISING AGENCY ORGANIZATION

Develop advertising Develop advertising copy and campaigns copy and campaigns

Copywriters, Copywriters, production people, production people, and creative and creative directorsdirectors

Creative Services

Account Management

Media Services

Research Services

THE CREATIVE DEPARTMENT:

The creative department is responsible for creating and producing the print and broadcast advertising .The creative team in an agency can be further divided into two sections:

COPY

ART.

Advertising Agency OrganizationAdvertising Agency Organization

Study clients’ Study clients’ customers’ buying customers’ buying habits, purchase habits, purchase preferences, and preferences, and responsivenessresponsiveness

Focus groups, mall Focus groups, mall intercepts, intercepts, acquisition of acquisition of syndicated research syndicated research datadata

Creative Services

Account Management

Media Services

Research Services

Client BriefClient Brief

1. A dot that announce you are in control1. A dot that announce you are in control You have the power to select.You have the power to select.

2. When you turn 18, you get the POWER.2. When you turn 18, you get the POWER. The power to decide your future.The power to decide your future. The power to decide what’s best for your country.The power to decide what’s best for your country.

3. Three easy step to enroll for your POWER to Vote.3. Three easy step to enroll for your POWER to Vote. Even if you have a voter ID card come check if your Even if you have a voter ID card come check if your

name and address are on the electoral roll.name and address are on the electoral roll. If you are a 1If you are a 1stst time voter, get your photo election ID time voter, get your photo election ID

issuedissued If you have an election ID which is in correct, come If you have an election ID which is in correct, come

we will help you correct it.we will help you correct it.

Creative BriefCreative Brief Client- Office of the Chief Electoral Officer, Govt. of Client- Office of the Chief Electoral Officer, Govt. of

DelhiDelhi

Background- Govt of Delhi wants to do some major Background- Govt of Delhi wants to do some major campaigns for the forthcoming General Election which campaigns for the forthcoming General Election which is coming very near. Election were conducted in Delhi is coming very near. Election were conducted in Delhi and percentage of voting is remarking comparing with and percentage of voting is remarking comparing with the past elections.the past elections.

Basically, the awareness of the citizen’s duty and right Basically, the awareness of the citizen’s duty and right were emphasized in such a way that it has become were emphasized in such a way that it has become necessary to cast their votes being a citizen of India. necessary to cast their votes being a citizen of India. The percentage of voting in Delhi normally comes to The percentage of voting in Delhi normally comes to 40 – 45% whereas last elections the Percentage has 40 – 45% whereas last elections the Percentage has gone up to 64 and it has become history as far as gone up to 64 and it has become history as far as Delhi is concern.Delhi is concern.

What they want:What they want:The Govt. is expecting better than the above campaign. The The Govt. is expecting better than the above campaign. The agencies have been advised to present a logistic note with agencies have been advised to present a logistic note with strategy how to go for the general election.strategy how to go for the general election.

Which cover the following exercise:1. How you enroll in the voter list2. What are the formalities being a citizen to do to get in enrolled.3. Already if you have the Voter ID card and your address to be changed or some changes/ spelling mistakes in the name or address is to be changed what you have to do etc.4. If anybody completed 18years in your family and not having ID card and how you will get it etc.5. Any other issues connected your ID list etc.

Since it is a common issue and we have to crack out brain and to arrive with an impressive communication campaign.

The campaign- Newspaper ads, TVC Deadline 1st Aug

CONCLUSIONCONCLUSION

JWT celebrates 40 Years of Account Planning in JWT celebrates 40 Years of Account Planning in London/Campaign UK Report on July 15 .London/Campaign UK Report on July 15 .

Account Planning is central to long-term brand building Account Planning is central to long-term brand building and business success. If the goal is to produce better, and business success. If the goal is to produce better, more effective advertising, then the combination of more effective advertising, then the combination of imaginative planning and creative excellence is the means imaginative planning and creative excellence is the means of achieving this. The planner ensures that the advertising of achieving this. The planner ensures that the advertising works in a relevant and distinctive way.works in a relevant and distinctive way.

He is the consumer's representative. He is the consumer's representative.