2. Advertising - II

8/7/2019 2. Advertising - II

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COMMUNICATION AND MEDIA

OBJECTIVESy The company's marketing program can provide a visual and messaging

foundation for all communication efforts to follow.

y A successful creative program will help provide clarity to your messages,

establish credibility and break through the clutter.Brand, identity, visual systems, leveraged design, creative programs - what dothey all mean?

y How do you get one of those going for yourself? You can develop a 'look andfeel' for your company and its products that will position it appropriately,maximize your marketing budget, and support sales the way the textbooks sayit should.

y There is no single right approach, but one fact is true - it requires thoughtfulreflection, insight from experienced marketing professionals, and a creativedesign team that can translate your marketing objectives into an effective visualand messaging campaign.


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OBJECTIVES

y In essence, you want your design program to be a visual and a writtentranslation of your core marketing objectives. Your overall look, feel,and messaging should somehow resonate the position and personality

you wish to own in the marketplace.

y The three most important things to consider will be:

y your key messages,

y the competitive landscape,

y future product and marketing plans - and how these areas mayinfluence the design choices you make today.


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OBJECTIVES

y Your key messages should resonate in everything you do - in the story that alogo tells, the colors you choose to associate with your product, a product'sname and themeline, the narrative of a brochure. This visual language andmessaging, brought to life in both words and design, should then beconsistently used in all communications.

The methodology is quite straightforward. Have a clear idea of whatdifferentiates your product and company, then apply strong creative that putsthese messages in the foreground, making your customers aware of yourposition and key points of difference.

Of course, this requires that you have a thorough understanding of yourcompetition. Do a creative audit of their marketing materials. What are theirmessages? What works? What seems to be the same? Can you build a programthat will project a different set of messages into the marketplace? Or do youwant a parity approach?


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OBJECTIVES

y In an era burgeoning industrialization, brands have finally come face toface with a nemesis that they never thought could have existed, anemesis they can never hope beat. Why? How awful it must be for

them (the brands) that they are surrounded by competitors who areexactly like them. Now its no longer the question whos better, whosetechnology is more superior or who has a better supply chain, becauseall brands are almost the same. So how can they possibly claimsuperiority over their competitors?

y A Coke is as good as a Pepsi, a Bajaj as good as a TVS, a Nokia is as goodas a Sony Errikson. So how can any particular brand entice customersbuy their products, when they are so many brands they can choosefrom?


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OBJECTIVES

So whats the answer?

y Building up brands in such a way that it connects with the consumers isable to create that special brand customer bond that goes beyond

immediate monetary gains. That is whereI

believe the difference liesbetween communication objective and marketing objective. Marketingobjective as the term suggests deals exclusively with marketing whilecommunication objectives end result is not an immediate increase ofsales but creating an identity, an face for the brand, that the customers

will hopefully love and respect

y

The initial culprit for poorly written marketing and media objectives isthe poorly written business objective. If the organization's businessobjective is written inadequately, then all other elements will mostlikely be off-kilter. It serves as the foundation for the rest of the planand should be measurable, attainable, realistic, and trackable.


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OBJECTIVES

y The second culprit is the overzealous marketing objectivethat uses a lot of modifiers (i.e., adjectives and adverbs),commas and unnecessary words to sound intelligent (e.g.,

"utilize" instead of "use").y Objectives should be direct, precise, and to the point. As a

rule, commas, modifiers, and words that a 10 year oldwouldn't use or understand should be reconsidered. Don'tworry about not appearing intelligent; if you're responsible

for writing your group's objectives and strategies, someonehas already deemed you worthy.

y "What is the one thing you would like toaccomplish next year?"


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OBJECTIVES

y The answer that may ensue is as follows: "Have ourcore buyer buy more. For example, if they each boughtone more pair of sandals next year, we would havesurpassed our business goals." Ah, now we're gettingsomewhere because the question you then ask yourselfis, 'how can I help them accomplish this?' If you'refeeling ambitious, you may also follow up with, "Is

there a second thing you would like to accomplish?"And the response may be, "Well, I'm glad you asked, Iwould like to identify a new market for sandals, aswell."


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OBJECTIVES

y Communication objectives

y mediocre advertising message properly directed stands

more chance of success than the most professionallydeveloped ad campaign directed at the wrongaudience or using unsuitable message appeals.

yAdvertising creates its most powerful impact when it is

used to solve narrowly defined communicationobjectives.


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OBJECTIVES

yAdvertising communication objectives can be put in apyramid form. The lower level objectives areawareness, knowledge or comprehension. These areaccomplished first. Subsequent objectives may focuson moving prospects to higher levels in the pyramid toelicit desired behavioral responses such as associatingfeelings with the brand, trial or regular use etc. It is

easier to accomplish objectives located at the base ofthe pyramid than the ones toward the top. Thepercentage of prospective customers will decline asthey move up the pyramid towards more actionoriented objectives, such as regular brand use, etc.


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OBJECTIVES

y BEND IT LIKE BECKHAM

yA - Promos had David Beckham and Football

y I - Introduced Music and Dialogues of film. Also thetag-line: Who wants to cook Aloo Gobi when you canbend a ball like Beckham.

y D -A fresh movie with a different theme. The film also

talked about the success of film overseasyA - Got 3 and 4star ratings and publicized that in

promos.


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OBJECTIVES

What proportion of the target population will be reached with theadvertising message during the specified advertising period?

How frequently do members of the target market need to be exposed tothe advertising message during the period?

How much total advertising is necessary to accomplish the reach andfrequency objectives?

How should the advertising budget be allocated?

How close to the time of the purchase should the target audience beexposed to the advertising message.


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OBJECTIVESy What is the most cost effective way to accomplish the other marketing objectives?

Reach the percentage of the target audience that is exposed at least once during aspecified time frame.

Frequency signifies the number of times on average during the media planning period offour weeks that members of the target audience will be exposed to the media vehicle

GRP - Gross rating point

GRP = Reach x Frequency

TARPS - Target audience rating points

ERP - Effective rating points


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OBJECTIVES


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Documents

2. Advertising - II