What is Advertising?

Advertising, generally speaking, is the promotion of goods, services, companies

and ideas, usually performed by an identified sponsor.

Who is an advertiser•Small scale advertisers•L arge-scale advertisers

Advertisers differ according to the markets they serve,

•Goods and •Services they produce, and the media they use.

Advertisers can be distinguished according to whether they are predominantly

• consumer,• Industrial • Retail advertisers

What is an advertising agency?It is an independent organization of creative people and

business people who specialize in developing and preparing advertising plans, advertisements, and other promotional tools.

Reasons for advertising• Increasing the sales of the product/service• Creating and maintaining a brand identity or brand

image.• Communicating a change in the existing product

line.• Introduction of a new product or service. Increasing

the buzz-value of the brand or the company.

The functions of an advertising agency:

• To accelerate economic growth and create public awareness

• To provide a total, professional, experienced service which is very personal in its nature

• To take the advertiser's message and convert it into an effective and memorable communication

Different types of advertising• Print• Broadcast• Outdoor• Covert• Surrogate• Public service• Celebrity advertising

Indian advertising industry

•The Indian advertising industry is expected to grow to 61% by 2010 (with advertising spend climbing to Rs. 36,731 crore)

•The industry offers a host of functions to its clients that include everything from start to finish that include client servicing, media planning, media buying, creative conceptualization, pre and post campaign analysis, market research, marketing, branding, and public relation services

Major advertising agencies in India•Ogilvy & Mather

•Rediffusion-DY&R

•FCB Ulka advertising Ltd• •Mudra communications pvt Ltd

•Mc Cann-Erickson India Ltd

•Rk Swamy advertising Ltd

•Leo Brunette India pvt Ltd

•Contract Advertising pvt Ltd

Introduction of the Company•Inception– Incorporated in India in August 1928 under the name of DJ Keymer& Co. Ltd– Ogilvy & Mather was launched in New York in 1948 by David Ogilvy• Global Scenario– Subsidiary of WPP Group plc– 11th Top agency in the World

David Ogilvy's philosophy

•You cannot bore people into buying yourproduct. You can only interest them inbuying it.•Encourage innovation. Change is ourlifeblood. Stagnation our death knell.•In the modern world of business it isuseless to be creative unless you can sellwhat you create•To be valued by those who most valuebrands

Indian Scenario– 1st Advertising agency in India– Exec Chairman & NCD- Piyush Pandey– Growth rate of 23% in 2009– Local perspective in accordance with Indian Culture

-Ogilvy & mather have created some of India's most successful brands like Asian Paints, Cadbury, Fevicol,Perfetti, Hutch, Close Up and many more.

North America

Caribbean

Latin America

Africa

Western Europe

Eastern Europe

Asia

Australia

Middle East

Delhi

Mumbai

Kolkata

Hyderabad

Bangalore

Chennai

Ogilvy helps in creating a 360 degrees brandThe subsidiaries -•Ogilvy advertising•Ogilvy one•Ogilvy pr •Ogilvy action: India’s pioneering and full service out of home communication unit•Ogilvy landscape: India’s largest outdoor media specialist•Ogilvy outreach: India’s first and largest rural communications unit•Ogilvy live: India’s leading agency for events and promotions•Ogilvy signscapes: India’s complete retail design unit •Ogilvy interactive: India’s leading marketing online company

The 360 degree brand stewardship butterfly:

Departments

AD Agency

Core Functions

Client Servicing

Account Planning

Creative

(Art & Copy)

Media

(Planning & Buying)

Non Core Functions

Studio Operations

Productions

(Print/Television/

Radio/Outdoor)

HR

Finance

Legal Administration

Account servicing department

Creative department

STAGE WORK PERFORMED AT STAGE

Briefing Stage

Briefing from the client Internal briefing to the creative and media Any research briefing if required

Creation Stage

Ad campaign and media plan development Internal review and finalization Presentation to client and approvals Any pre-testing if required

Stages of an advertising process

Production Stage

Budget and estimate approvals Production of film, press ads,

collaterals Media Scheduling and media booking All release approvals for creative &

media

Post Production Stage

Material dispatch to media Media release monitoring Any post-testing if required Billing and collection

Client – Agency Relationship

•Background •Objective – (Where do we want to be)•Target Audience – (Who we are talking to)•Product Proposition – (how do we get there)•Key message-(what we are trying to tell the customers)•Desired consumer response-(what is to be achieved)•Product details•Mandatories • Media requirements:•Timliness

A good brief

Stages of client servicing

Client Brief

Internal Debrief

Brainstorming Agenda

Creative Follow-up

Finance Follow-up

Client Contact

Draft Submission

Approval/Feedback

Estimation & Advances

Final Delivery

Production Release

Monitoring & reporting

Billing Closure

Filing

Client-Vodafone

•Vodafone Essar started its operations in India in 1994 and is under the Vodafone Group. Mumbai. . Vodafone Essar is owned by Vodafone 67% and Essar Group 33%.

• It is the second largest mobile phone operator in terms of revenue behind Bharti Airtel

•The company Vodafone Essar has its operations in 23 telecom circles of the country, which covers around 86% of the customer mobile base in India.

•The company offers both postpaid and prepaid GSM cellular mobile coverage all across India, 2G &3G services and also offers voice and data services.

•Vodafone Essar Limited has received many awards over the years such as the Best Mobile Service in India, Most Effective and Most Creative Advertiser of the Year, and Most Respected Telecom Company.

•The company Vodafone Essar Limited's chairman is Asim Ghosh, vice chairman is Arun Sarin

From the initial MaxTouch over a decade ago, the brand was converted into Orange in 2001.Later, it was made Hutch elsewhere and Orange in Mumbai. Following this, in 2005, Hutch moved away from its orange- coloured logo and went (simultaneously, Orange, too, was integrated into Hutch in Mumbai). all pink

Now once again it has gone through a change and this time along with the color the brand logo has also changed.

On September 20, 2007 Hutch becomes Vodafone in one of the biggest brand transition exercises in recent times.

Vodafone Essar has spent somewhere in the region of Rs 250 crores on this high-profile transition

Helping our customers make the most of their time

Red Rock Solid Restless

Passionate Trustworthy Creative

Emotional Direct Inspiring

Appreciated Confident Inspired

...so our customers spend more time with us

We are

by being

thereforeour voice is

so ourcustomers feel

•Passion for customers: "

•Passion for their people: "

•Passion for results: "

•Passion for the world around : "

Brand Values

33

The Marketing Framework is the cornerstone of their Brand Strategy

Why are they here?

Helping our customers make the most of their time

Where arethey going?

We will be the communications leader in an increasingly connected world

What do they do?

Creating & delivering unbeatable experiences through……

How do they do it?Being Red, Rock Solid, Restless

BY

BY

BY

Brand identity Identity or ‘image’ of a company is made up of many visual devices:•A Logo (The symbol of the entire identity & brand)•Stationery (Letterhead + business card + envelopes, etc.)•Marketing Collateral (Flyers, brochures, books, websites, etc.)•Products & Packaging (Products sold and the packaging in which they come in)•Apparel Design (Tangible clothing items that are worn by employees)•Signage (Interior & exterior design)•Messages & Actions (Messages conveyed via indirect or direct modes of communication)•Other Communication (Audio, smell, touch, etc.)•Anything visual that represents the business.

Logo

Vodafone logo is in red n white. Vodafone logo is one of the best examples of a global logo that features a QUOTATION MARK within the circle depicting “O”. The “O” in Vodafone logotype features OPENING & CLOSING of quotation mark to reflect conversation.

ZOOZOO•November 2008•Client-Vodafone•Agency-O&M•Creative Director-Rajiv Rao•Brief-create simple uncommon characters,link characters through multiple ads in a campaign.•Name-fun,memorable ,catchy,easy to pronounce•Objective- to promote the VAS services.

MAKING OF THE CHARACTER

WHAT DO THEY LOOK LIKE?

The first thing that comes to your mind when you see them

scampering around,they are drop dead CUTE! They are

scrawny, white creatures with egg like heads.

.

• They live a simple life.• Zoozoos have a language of their own.

• They seem to possess human-like emotions.• They have very big frowns, smiles and grins.

ZOO ZOO CHARACTERISTICS

Why The Name Zoozoo ?

Rajiv Rao, executive creative director, South Asia, Ogilvy India, says there is no apparent reason for naming these

Vodafone stars as Zoozoos.

According to him - "The name just had to be something fun, memorable and catchy, and nothing too clever or

difficult to pronounce"

Ogilvy ads were shot in South Africa by Prakash Varma of Nirvana films

Above the line

• Television• Radio• Newspaper• Outdoor

Below the line • Social networking sites• Merchandise• Aeroship• Contests

Online-Vodafone has taken ZooZoo beyond advertising. The fanclub in the facebook page of ZooZoo has already touched 632,372 and counting. The brand has come out with interactive quizzes. There are also

postcards

Vodafone Aero ship

TV commercial

Zoozoos

Approaches in Advertising

•Positioning approach

•Unique selling-proposition approach

•Brand image approach

•Psychological approach

Gattu Pug Zoozoos