Promotion - The 4th P

Integrated Marketing
Communications











Marketing Communications is any paid form of non-personal
presentation and promotion of ideas, goods or services by an
identified sponsor






Advertising is any paid form of non-personal presentation and
promotion of ideas, goods or services by an identified
sponsor


Public Relations - not paid
Promotions - short term sales method
Direct Marketing - no media involved
Advertising Objectives
Informative - create awareness,
educate consumers, tackle
benefit barriers, building
positive imagery

Persuasive- create preference,
induce trials/purchase, shift
loyalties, create cognitive
dissonance

Reminder- maintain TOM
awareness,
How does an advertising agency
function?
Science of marketing
management meets the
art of creative
90% perspiration
10% ideation
How does advertising work?
Consumers pay most attention to messages
which are relevant to their own
circumstances and point of view
Messages act as signposts
Consumers do things if the message
motivates them to shift from their current
views
ESP vs. USP
Players in Advertising
Advertisers
Media
Advertising agencies
Suppliers
Processors
Film production houses
&
Consumer
www.afaqs.com

Typical advertising agency structure
The triangle of delight - advertising

Creative
Copywriter, Art Director
Media
Planner, buyer, Operations

Account Management
Account planning, Client servicing

Advertising
The triangle of delight media

Content and Production
Marketing
Space selling, Investments

Co-ordination

Advertising
The triangle of delight media

Content and Production
Marketing
Space selling, Investments

Co-ordination

Advertising
The Media Buying Executive
Listener
Ruthless (internally)
Quick thinker
Willing to slog it out
Quantitative
techniques
Process Map of Advertising
Brief
Strategy/Insights
Creative
Media
Financials
Collection Monitor
Research
The Account Executive
The client service is
responsible for the co-
ordination between the
client and the agency
He is responsible for
the creative and the
strategic output of the
agency

The Account Executive
He is the key resource
for the client
He is the business
head for the agency
He is the key salesman
for the creative
and he is the revenue
guy for his MD!
Responsibilities of an CSE
Brief
Strategy/Insights
Creative
Media
Financials
Collection Monitor
Research
Brief
Understand the
product
Manage the
information
Learnings from
research
Select the key benefit
Excite the creative
team
Kaminomoto
Consumer Insight:


An insight
is


The effect
it has


A deeply felt human
truth that links our
lives to our brand
Instant attention
Touched a nerve
Hit a hot-button
Struck a chord
A new angle on old
subject
Long term connection
The brand understands
helps me
True and new
+
Insights
Everyone feels he/she looks very good in a
particular angle, which only one photographer has
figured out as yet. They use old photographs
forever
Women spare a last look in the mirror
Car drivers look down upon three-wheelers, three
wheelers look down upon 2 wheelers, and so on
When it comes to a dish, we always check others
before touching yours
People communicate strangely in different
situations train, bus, lift, road
A son/daughter remains one forever
Sins drive guilt for a lifetime
ADVERTISING STRATEGY
Target Audience
Current Belief
Desired Belief
Current Do
Desired Do
Proposition
Support
ADVERTISING STRATEGY
Mothers
Kids
Icecreams/chocolates mess up the teeth
Brushing is the only dental hygiene habit
Allows them
to be happy
AVOID
Shift!
Pepsodent kills germs
even hours after brushing
Superior germicheck formula
Media steps
Decide on reach, frequency, impact
Choosing among media options
Selecting the media vehicle
Scheduling
Deciding on geographical media allocation
Deciding on media - Reach,
frequency, impact

Reach: The number of different persons exposed
to a particular media at least once during a
specified time period
Frequency: The number of times within a
specified time period that an average person is
exposed to the message
Impact: Qualitative value of an exposure through a
given medium
Media Choices
Medium Advantages Limitations
Newspapers Flexibility, topical, short life, small pass-
localised, credible along audience
Television Audio + video, captive immobile, expensive, high
high reach clutter, less selectivity
Radio Mass use, economical less attention, fleeting
Selecting the media vehicle
Circulation/ viewership/ listenership
Cost per thousand
Impact
Scheduling
Macroscheduling - seasonal and business
cycle trends, lag effect
Microscheduling - concentrated/continuous/
intermittent
Continuity/concentration/flighting
Hamara Bajaj
Fear of Honda
Kinetic popularity
Strengths from indianness
Countrywide appeal
New
No relevance in terms of customer
No relevance in terms of products
No relevance in terms of environment

But, the core of the thought was Indian
The new commercial was focussed on
CHANGING INDIA, UNCHANGING INDIANNESS
What does it offer?
Career
fulfilling
challenging
money
growth
Lifestyle -
9 to 5 job
joy
family life
travel and hotels
glamour
What do you need to have in you?
Information comfort
Knowledge attitude
Leadership skills
Love people
Relationship builder
Good presentation skills
Personality
Thought worker


Future shock
Specialisation will be the
order of the day
In medium to long term,
successful Client Service
personnel will shift to
consultancy, internet
start-ups, or specialised
media like DM, Event
Management, Rural
marketing, TV or Radio
Future shock
Advertisers will buy strategy,
creative and media from
specialists
They will have an Advertising
co-ordinator
Large agencies will try to
specialise in any one of these
fields
Small agencies will be
advertising even smaller brands

Future shock
Businesses will be
more vulnerable and
will work towards
reducing risks
Research will only
continue to grow, with
the virgin territory of
the internet
So, is client service an
endangered species?
99% India believes in
inertia
IT will change the way
advertising operates
If you do enough
things poorly, you will
go out of business
BILL
GATES
Business@The Speed of Thought
Information flow is the lifeblood
The internet changes everything
Manage knowledge to improve strategic
thoughts
Bring insights to business operations
Expect the unexpected
Art of survival
Resolve
Discipline
Know more
Adapt
Pass the baton
with a smile

OGILVY ON ADVERTISING
If each of us hires
people who are
smaller than we are
then we will become a
company of dwarfs.
But if each of us hires
people who are bigger
than we are, we shall
become a company of
giants.

THANK
YOU
Advertising Budget
Stage in the PLC
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
Creative Strategy
Message Generation
Message Evaluation and selection
Execution
Review

Message Generation
Inductive - one-on-ones with dealers,
customers, experts and competitors
Deductive - Benefit - rational/sensory/social
or ego satisfaction through post usage
experience(testimonials), in-use
experience(descriptors) or incidental-to-use
experience.

Message Evaluation and selection


Desirability
Exclusiveness and
Believability