Ad Campaign

 An Ad campaign is a series of ads of a brand that are related

because they all have the same central idea and are running
during the same time period.
Advertising Campaign
Creative Execution

Big Idea

Advertising Strategy

Advertising Research
Ad 1 Ad 2

Ad Campaign

Ad 3 Ad 4
Brand Strategy Big Idea Execution Elements
Dhara Health Sunflower Demonstrates that Dhara Kids are proud of their Creative tagline,
Oil keeps consumers’ hearts fathers who are healthy elements of wit and
Campaign: My Daddy & health strong and strong (due to humour, selection of
Strongest Dhara) right characters,gripping
stories

Mentos Communicates that Mentos gives ‘fresh ideas’ Creative tagline,

Mentos refreshes in our otherwise elements of wit and
consumers mundane lives humour, selection of
right characters, gripping
stories, apt sound effects

Axe Deodorant Create a sensual appeal Talk of the ‘Axe Effect’ Creative tagline,
i.e. how women are elements of wit and
magnetically attracted humour, selection of
towards men using Axe right characters, gripping
stories, apt sound effects

Fevicol Reinforces Fevicol’s Show the bonding power Creative tagline,

leadership position as the of the brand in a elements of wit and
ultimate adhesive metaphoric way humour, selection of
Planning Advertising Campaigns
 The advertising agency in charge if the campaign must study
the marketing plan to know the direction the company is
taking and the strategic decisions for the future before
working on an advertising campaign.
 Brand positioning is the single most important objective of
advertising. Every agency evolves a unique planning model
but the basic essence remains the same. The credit for making
the most scientific model with textbook precision goes to the
advertising agency J.Walter Thompson. The model known as
the T plan, has been adapted by many agencies, and is taught
by practitioners in various management schools (Jones 1989)
Planning Advertising Campaign
Are we
Where
getting
are we?
there?

How can Why are

we get we
there? there?
Where
could
we be?
 Where are we in the minds of:
a. Consumers
b. Market
 Why are we here? : It is essential to know the reasons for the
current market standing or the lack of it, distribution problems,
competitor’s better pricing strategy, brand image, corporate
image, consumer’s reactions to the product and the reason for the
same and the factors that have contributed to the brand personality
and positioning. Build and evaluate hypotheses to seek answers to
the question, ‘why are we here?’ Constant probing and honest
analysis will provide enough cues to work on.
 Where do we go from here? : it is important to determine not
just ‘where would it be desirable to be’, but also ‘where we could
realistically be.’ once that is worked out, establish the communication
objectives, which in fact must emanate from the marketing
objectives.
For example, if the market objective of a company is to expand the market
from the metros to the mini metro towns, the communication objective will be
to identify the prospective buyers in the mini metros, their
communication habits and the media accessibility.
 How do we get there? : The ‘How to’, in fact is the most crucial
part of the plan – the strategy to achieve the objective, the intended
route to fulfill the aim. Strategy must cover both creative and media
planning, including the economics of the exercise.
A creative brief addresses the following questions:
 What is the problem/opportunity?
 What is the role of advertising?
 Who are we talking to?
 What is the desired key response?
 What is the personality of the proposed advertising?
 The strategy for deciding upon the most useful media should ideally cover
the following three criteria.
1. Medium as message: Determine which medium will contribute the
most just by its nature and associations; how people use the media – for
how long, with whom, when and where.
2. Medium as medium: determine what medium is the best suited for
the target responses and in creative expressions to achieve those
responses. Colour, sound, movement, ability to demonstrate and the
ability to use extended argument will be some of the considerations.
3. Medium as vehicle: a vehicle is a part of a particular medium. For
example, various channels, such as MTV, Star TV, Doordarshan are
vehicles of television, but each one caters to various tastes of different
target audience. Similarly, there are thousands of newspapers and
magazines in the print medium. The vehicle/medium is right when it
reaches the right target audience. The media considerations would
address issues relating to coverage, frequency, costs etc.
 What single, benefit do we want to convey? : each piece of
effective communication must convey a thought. Similarly, the
bottom line in all product advertising is to enhance sales. Hence, it
is very important to convey a benefit, a value, to the advertisement
viewer/listener/reader. In order to achieve that, advertisers need
to work on the positioning aspect.
 What consumer response do we want to elicit? : Advertising must
work from the point of view of the receiver of the message to elicit
the ‘desired response’. The role of brand personality and the brand
positioning of a product are of importance here. In order to work
on the brand personality, a few choices, depending on the product
and its usage would be – individual appeals, appeal to senses,
reason, emotion and appeal to non-functional values. The other
alternative could be projecting the brand as a whole – personality,
characteristics, perceived uses, style, association etc. the
consideration for brand positioning would include the brand’s
market position – leader, second, minor or specialist; and scope –
international, national and local.
 Steps in Planning Advertising Campaign
1. Indentify the problem/opportunity
2. Analyse and define the target market
3. Set advertising objectives
4. Determine advertising budget
5. Decide creative strategy
6. Create advertisement Message
7. Develop media plan
8. Pre testing
9. Execute campaign
10. Evaluate advertisement effectiveness (concurrent and post testing)
 Unique Selling Proposition
In 1940s, Marketing concept proposed a theory that successful
advertising campaigns made:
 Unique propositions to customers and motivated them to choose
them over competitors.
 The term was invented by Rosser Reeves of Ted Bates & Company
 Unique Selling Proposition is the strategy of differentiating a
product or service by concentrating on unique features that are
not offered by competitors.
Process of Indentifying USP

Segmentation Targeting Positioning

What can help in identifying USP?
 Marketing research
 Brainstorming
 Brain writing
 Redefining sentences
 Redrawing pictures
 Problem solving matrix
This differentiation was done on the following basis:
 What is the company famous for?
 What is the appeal to attract sellers or buyers?
 How do you plan to refine the message according to the target
audience?
Ideas to be considered before finalizing the USP:
 Uniqueness
 Specifics
 Relevance
 Believability
 Conciseness
 Motives for buying (desire for gain, fear of loss, comfort &
convenience, security or protection, pride of ownership, satisfaction of
emotion, satisfaction of ego)
 It is important to keep in mind that if you are unique it does not
mean you are useful. Therefore, it is important to keep the
usefulness in mind.
 It is important to hunt down the competitors. It is important to
develop a clear sense of who the ‘competitor’ is.
 It is essential to consider the needs and wants of your most
profitable clients
 It is important to have strategic differentiation. (who is your TA,
How is your product useful, take time to listen to the consumers)
 Clear your mind of any preconceived ideas.
 Be brutally honest about the product or service.
 It is essential to observe what customer value you have created
 List key features or benefits of the product.
 Focus on target market
 Give perks for being your consumer (gifts, deals, discounts)
Once you have identified the USP,
 Convert it into a brief statement
 Integrate it into everything you do
 Make it a central theme in all the advertising
 Reinforce the benefit of doing business with you in the minds of
the existing customers
Popular examples of USP
 Avis: "We're number two. We try harder."
 FedEx Corporation: "When it absolutely, positively has to be
there overnight."
 M&Ms: "The milk chocolate melts in your mouth, not in
your hand."
 Dominos Pizza: "You get fresh, hot pizza delivered to your
door in 30 minutes or less, or it's free.“
 https://activegrowth.com/unique-selling-proposition-
examples/
Advertising Strategy
 Leo Bogart (1984) defines strategy in the preface of his book,
Strategy in Advertising, as ‘the art of deploying available
resources to attain objectives in the face of active
opposition.’
 According to him, ‘in a competitive economy, the success of a
company often hinges on its ability to master the strategy of
advertising. And the mastery, in turn, depends on the
company’s ability to assemble and to apply information.’
 According to David Farbey (1979), ‘companies do not spend
hard earned money on advertising unless they have to and if
they spend, it must work.’
Advertising Strategy
 An advertising plan aims at providing a flow for the
execution of creative media and execution strategies. An
advertising strategy, can be described as the communication
that conveys a brand’s primary benefits, that is, how it can
solve a consumer’s problem/need.
 The advertising plan is a natural culmination of the marketing
plan which needs to include a section on analysis, advertising
objectives and strategy.
Steps in formulating Strategy
 Specify the key fact: a key fact is a single minded statement
from consumer’s point of view that identifies why a consumer will
or will not buy the brand.
 State the marketing problem: market problem is the
marketer’s viewpoint from various perspectives, namely price,
promotion, distribution etc.
 Work on communication objective: what effect the
advertising is going to have on the target audience and how should
it position the brand. It will look at the creative message strategy.
 Look at mandatory requirements: the inclusion of the
corporate logo, tag line etc
Marketing Planning
 Kotler (2002) defined marketing as “ identifying and meeting
human and social profitably.’
 Marketing plans are vital to marketing success.
 A good marketing plan will include the following elements:
1. Situation Analysis
2. Marketing Objectives
3. Marketing Strategy
4. Action programmes
The Marketing Planning Process
 Situation Analysis
In situation analysis, the following broad areas are reviewed:
 Company’s History and growth, product’s or services, sales volumes
etc
 The current value and share trends for the category of the concerned
brand and competitive products need to be taken into account
 The brand’s share and volume objective (i.e., how much is to be
increased in a given period of time) has to be reviewed.
 The specific changes that are required in a consumer behaviour need
to be looked at. This must answer whether the company is looking at
increasing trial, multiple use ( Hamdard’s Rogan Badam Shirin),
frequency of use, switching brands or improving loyalty.
Situation Analysis
 The past advertising of the company’s products needs to be reviewed,
that is, evaluation and impact studies, if conducted must be observed and
cues about changes in awareness, knowledge and attitudes must be
picked up.
 The market structure needs to be taken into account. The consumer’s
point of view, how the product category in which the brand competes is
segmented has to be considered to learn about the brand’s primary
competition. Consider segmentation by product type, benefits, the kind
of people who use it, price and value both at tangible and intangible
levels.
 The economic, political, social, technological or commercial
environment in which the company operates must be considered. This
means analysing the market trends affecting the brand, establishing
whether it is competition, political situation, economic situation, price
and packaging
Situation Analysis
 The most relevant consumer trends, both demographic and
attitudinal affecting the brand must be observed.
 The primary consumers of the product need to be established, that
is whether they are the rich, middle class, destitute, rural or
urban. Whether the brand’s consumers differ from the average
segment user has to be considered. If so, then the reasons need to
be looked at.
 The brand’s physical, functional and psychological characteristics,
the primary benefits accrued to the consumers (convenience,
necessity, problem solving, emotional etc), and the attributes
which give it a competitive edge (heritage. Quality, price,
reliability etc) have to be considered as well.
 Marketing Objectives
Marketing objectives are ideally ‘logical deductions from the review of the
company’s current situation, management’s prediction of future trends
and its understanding of the hierarchy of company’s objectives’ (Cravens
et al. 1987)
The marketing objectives of a brand could be to:
 Introduce the product to test the marketing in five new geographic areas,
so as to achieve 10 percent share in those markets in the first year
 Explore five new territories each in the second and third years. This
attempt may also be aimed at capturing 10 percent share in those
markets
 Attempt all India penetration by the end of the third year
 Acquire 30 percent share of the national market at the end of the third
year.
Marketing Strategy
 Strategy is an important, section of the marketing plan, a
statement as to how the marketing objective will be achieved.
The marketing strategy is the total directional thrust to
achieve objective, marketing choosing the most suitable, the
‘how’ of the marketing plan.
 Strategy also determines the right marketing mix and
positioning of the product, that is, ‘what the product does
and who is it for.’ (Ogilvy 1985)
Action Programme
 Once the overall marketing objectives and strategy have been
clearly spelt out, it is time for the company to determine the
tactics or the action programme. In other words, each input
in the marketing mix, namely, the product, price, promotion
and place or distribution decisions have to be determined
before a product is introduced in the market.
 According to Bovee and Arens (1989), the objectives of a
company indicate where it wants to go, the strategy indicates
the method or the ‘intended route’, and the tactics or the
action programmes determine the details of those methods
and routes.
Control
 The last step of the marketing planning and control process is
control, which forms a distinct process itself. To implement a
marketing strategy, the company has to decide what level of
marketing expenditures is necessary to achieve the marketing
objectives. The total budget has to be allocated among the
several marketing activities the marketing objectives.
 The total budget has to be allocated among the several
marketing activities and tools in the marketing mix (kotler
1988).
Control
 During the implementation of activities, the company has to
review the process of marketing and sales activities regularly
throughout the year. These reviews provide an opportunity to
listen to weak signals and to redirect any parts of the planned
action program that are off target (Hopkins 1983). The
controls can be broadly categorized under the following
heads (Kotler 2005):
 Annual Plan Control
 Profitability Control
 Strategic Control