Ad Ppt Final

8/2/2019 Ad Ppt Final

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It Takes 3 to tango!

The number 3 seems to have a mystical magicattached to it be it movies, or real life or business,

the number 3 seems to be definitely playing anintriguing part in defining success stories

•

In 2009, the number of films released in US theatresdropped by 12% , then came the biggest hit of alltimes, AVATAR! – ticket sales zoomed….. Reason?

•Everyone wanted to catch the 3D version despite theticket os it priced higher. 75% of the film’s rev came

from them

•An avatar is a descent of a deity from heaven to earth ,with specific purpose of bringing back darma to thesocial and cosmic order. It proves to be a avatar forbusiness by helping them to survive



Toshiba is ready with its 3D laptop, sony and samsungwith 3D TVs, ninten do with its 3D Vedio game. From3D photo frames to 3D cameras to 3D Mobile phones,

there seems to be a sudden boom in 3D Devices .

Its 3D all the way!

•Arla foods owned foods, Anchor celebrates its125th birthday with the launch of its first ever 3Dcinema ad , It knew this was a sure short way of grabbing headlines

•

Coca cola too completed its 125 years, and to markthe occasion it covered its head quarters 26 storeyhigh building with canvas and projected 3DImages

•Sun Newspaper became the 1st newspaper in UK to

publish in 3D giving a free 3D glass provided withthe edition



3D Innovation attract the consumers and helpbrand break the clutter

Three seems to have a mystical magic attachedto it : Be it

Magicof

Triangle

LoveTriangle(

Titanic)

BermudaTriangle

Royaltriangleof prince

Charles



The rule of 3

•Old saying about running of business, “ the firstgeneration starts a business, second generation runs it andthird generation ruins it” – only 13% of business make itpass thro 3rd generation

•Rule of 3 applied to art too : Divide the image to make agrid with 9 parts

•One reason for the Mona lisa painting to be famous fordecades is becoz it is composed of 3 different rectangleswith Vinci being an expert in geomentry

•Ancient architectural wonders from Taj Mahal to Pyramidshave followed rule of to bring beauty to structures

Be it business or movies, ART OR Advertising , 3 is themagic number to remember !



Emerging competitive trends and the rise of social mediaare transforming Indian PR Industry like ever before. Are

Indian PR Firms ready?

•M & M holds a very strong position on socialmedia across its business verticals

•The club Mahindra management had not only

already appointed a social media consultant forits online reputation management , but also gotin touch with a blogger to present their views

on critical comments.

•The response at the blog was not knee jerk but

were part of strictly process driven approach bythe organization to manage company’s imageinternally and externally which was beyond

plain marketing



PR has to become

Integratedwithin

culturalprofile of theorganization

Withinvalues

embedded in

the firm

•EnsureCommitme

nt•loyalty

Americancompanies(

Apple, GeneralMotors or even

Obama interms of public

issue)

Japanese firms (Sony, Toyota or

even govt sresponse in terms

of nucleardisasters



Indian Corporationworst of both

Japanese

American counterparts

IndianCompa

niessufferfrom

Lack of

structured PR

process

Lack of integrating PR dept

intooverall

marketing

plan of afirm

PR is togain

strategic

importa

nce



Moving beyond media relations todigital communications

Social mediaand onlinePR Report

2010 states

16% of the

companies

investedheavily in

socialmedia

36% of the

companies madeavg invst

40% yetto

experiment the

platform

Case : Hero honda used FB to sneak peak the

design of its newly launched crossover vehicle in2010



SocialMedia

Advertising

80% Of companies said theyuse FB and Twitter

50% of companies supportedYouTube and LinkedIn



Do’s for PR companies

•Include Social media as strong tool ijn overall plan•Start interacting with the blogger community actively•Ethics in PR are dead, accept it•Build reach in govt from hierarchy where policies areformed•Package your service in a bouquet rather than sellingthem stand alone

DON’T’s for PR companies

•Never promise unrealistic targets to clients•Never adopt a defensive strategy in social media•Don’t ignore the needs of your workforce •Don’t restrict your firm in a niche domain •Don’t hesitate from handling start up accounts



Social Media redefining PR Tools

Only 10 to 12% of the companies in India use PR unlike60-70% in International markets

Indian corporations is to accept that unless PR concept drilled into

employees as a

value

culture

paradi

gm

Which cannot be ignored as a KRA on which they will be assessed, till

then PR simply remain microscopically limited to news placement .



When credibility is at stake

•Recently concluded commonwealth gamesprovides a classic case of crises management .• If CWG can be considered as a lesson then PR isthe main teacher

•Cadbury’s crises phase in India in 2003 – before

diwali Few chocolates were worm infected-stocks and sales volume down•Main challenge was to restore confidence throthe same channel that had questioned it

•Allegations and counter allegations provednegatively to the company, the decision to take

the issue of infestation at a media briefing paidoff .•Crises officers at Cadbury connected with mediaperson by launching project vishwas to win backtrust of consumers .

•

Press ads released in 55 publications, 11languages played a vital role



•Diet Pepsi ran into a problem in US where itwas claimed that there were foreign objects (

syringe, bullet) in the drink

•Crises managers opted to refute the chargesand attacked the accusers head on whileallowing their bottling to be shown in thenews

Reputation Repair Strategies

1. Attack the accuser : Comfort the accuser2. Denial: Assert that there is no crises3. Scapegoat : Blame others for the crises

4. Excuse: Minimise organisational Responsibility5. Justification: Minimise the percieved Damage6. Reminder: Tell Stakeholders about the good works7. Ingratiation : Praise stakehilders for their action8. Apology : Take full responsibility for the crises9. Compensation : Offer money or other gifts to victims



When It comes to Indian PR, It takes two to tango

What is it that drives global PR firms enter Indiathro Acquisition route rather than setting foot on

their own:In a country as diverse as India .

Existing Network

Clients

Infra

Thereby avoiding to start from the scratch



Nitty Grity of Profession

UniqueBusiness

Environment

RegionalSensitivity

Social Media is now becoming a core ingredient of communication approach for many companies – facilitatedby International agency which served in matured market

Win –win situation for both



Are you a Public relations firm or a mediarelations firm

•While PR connotes interaction with the generalpublic, influencing their thoughts and opinions, Mediarelations only refers to those who represent apublication.

•Today the max direct reach that most companies areable to achieve thro these digital channels is around 1million as compared to 17 million in circulation that apublication like Dainik bhaskar can provide.

•So a distinction between media and PR relations isrequired and need for running a separate prog for

each

•Fragmentation of media, Rise of vernacular channelsand increasing churn of journalist means that it iseven more tough to a PR firm to build a truly stickyrelationship with journalist

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Ad Ppt Final