Global Advertising

Unlock the Insight And you’ll Sell More!

“ The obligation of Advertising (is) to Sell.” David Ogilvy

3000 Messages A Day



300+ Exposures A Day

Recall 10?

1-3? Response

How are you going to be the one that makes the connection?

Illustrative Estimates



YOUR :30 Spot  Who

are are?  What are you?  Where are you going with your degree?  When are you getting there?  Why are you doing that and why are you here?

Relation of Promotion Objectives, Adoption Process, and AIDA Model Promotion Objectives Informing Persuading Reminding

Adoption Process Awareness Interest Evaluation Trial Decision Confirmation

AIDA Model Attention Interest Desire Action

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin—for use only with Essentials of Marketing



What Makes the MOST EFFECTIVE Advertising?  Actionable  Produces

Results  Involves the customer In its communication  In message development  Relevant call to action  Brand Experience  Long term relationship 

Your YOUR REAL JOB

Job

TYPES OF ADVERTISING MEDIA..

@copyright Gulshan Dua, Shailja & Aishwarya

TV COMMERCIALS.. The world’s the most effective, most pervasive, and most popular method of selling products.  Severe advertising techniques are now being used, to attract the consumers in such a way that the product stays in their mind. 



Advertisements should be gripping and eye catching and this is what every brand is trying to do.

Watch it : http://youtube.com/watch?v=fl1ZpEw0TtM

:-abhi

Technique of making a TV commercial can be anything, bottom line is it should attract viewers.  Commercials are now short, to the point, much more attractive and use amazing strategies, to surprise their viewers.  The latest most talked about advertisement is LUX featuring Sharukh Khan. 



Watch it : http://youtube.com/watch?v=C0kSzXSrWAg :abhi..

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Using a brand ambassador for every brand is a very common thing now.

http://youtube.com/results?search_type=search_videos&search_query=cadbury%20



Another very popular strategy is to use kids for almost every advertisement, whether Surf Excel or Asian Paints, kids do it and say it all.

http://youtube.com/watch?v=2z2b8NDBzjc

Abhi…

http://youtube.com/watch?v=zEj-BGFvcMQ

PRINT ADVERTISING.. One of the most popular and native form of advertising, includes printing pictures in an attractive manner.  Print advertising is the oldest form of advertising and is the advertising done through newspapers, magazines, pamphlets etc. 

Currently, the largest share of the advertising pie in value terms goes to the print segment followed closely by television.  In India, print advertising is expected to grow at 23% in 2005, compared to an expected growth of 11.6% in TV.  Five fundamentals of successful print advertisements: 

attract attention  appeal to the reader’s self-interest  should communicate the company’s unique advantage 

Should tell what all advantage their product has, which others do not offer.  It should motivate readers to take action. 

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

HUMOUR sells!! The following advertisement proves it.

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RADIO ADVERTISING..

http://youtube.com/watch?v=XlsAjCzI14k

abhi….

Inexpensive form of advertising, which reaches far and wide to numerous listeners.  A well-produced radio spot can inspire the imagination like nothing else.  Without a video aspect, the listener's mind is free to wander, to conjure up splendid and impossible scenarios to hold their interest.  People hear radio ads usually while do something else, so the bottom line once again “It has to be good!” 



Three guidelines for radio commercials that can make listeners sit up and take notice: Grab attention. Right from the start, a great spot should grab and hold the listener's attention. Comedy is a common technique.  Keep them listening. The best radio spots make a listener want to listen all the way through. Audience must be able to relate to the story.  Reward the audience. Radio isn't a direct-response medium. The spot should close with a solid payoff resolution of a humorous situation or some final bit of information that helps listeners take advantage of what is being offered. 

Radio is a powerfully emotive medium. As a result it offers a good opportunity to talk about brand values from a human perspective.  Radio is a very authentic medium where the voice can carry authority, warmth and experience.  Radios can be combined with the other different forms of advertising, which can prove beneficial for the brand. 

BILLBOARD ADVERTISING.. A billboard or hoarding is a large outdoor signboard  Found in places with high traffic such as cities, roads, motorways and highways.  Billboards show large advertisements aimed at passing pedestrians and drivers.  The biggest example of a digital billboard would be the Times Square in New York, USA. 



It is a signature of America's marketing and financial prowess, a world-famous tourist attraction and one of the country’s most coveted marketing communications venues.

@copyright Gulshan Dua, Shailja & Aishwarya

ONLINE ADVERTISING..  Internet

is increasingly a part of the media mix for advertisers as they realize its high potential in reach and penetration .  The Internet has great cost advantage, the cost per 1,000 reach is very effective when compared to other media.  Types of Online Advertising are: Pop – Ups  Web Banners  Email Advertising 

Pop

– Ups

Pop-up ad is an advertisements that displays in a new browser window.  Pop-up advertisements are a form of online advertising on the World Wide Web intended to increase web traffic or capture email addresses.  But there is a strong resentment by some web surfers towards pop-up ads. 

Emails Another very important way of advertising online.  Users will make very quick decisions when they open an email.  Users generally consider the following: 

Usefulness - the email's content and purpose should be immediately clear and relevant  Usability - users need to see they can quickly find what they want.  Desirability - do users actual want to read on - does it feel like a positive experience? 



Web Banners

 Web

banner or banner ad is a form of advertising on the World Wide Web.  Rectangular, flashing boxes at the top of WebPages on commercial sites.  It is an advertisement graphic hyper linked to the URL of the advertiser.  These images are usually placed on web pages that have interesting content.  When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner.

BALLOON ADVERTISING..  Inflatables

are highly visible communicators and act as a powerful eye catcher among the masses for display, especially FMCG goods.  These huge inflatables picture a natural replica of the brand and leaves a permanent impression and recall value.  Advertising inflatables and custom balloons are simply the cheapest way to promote any business with satisfaction guaranteed.



Advertising builders.

balloons

are

great

traffic

COMPARATIVE ADVERTISING Comparative advertising, as a special form of advertising, is a sales promotion device that compares the products or services of one undertaking with those of another, or with those of other competitors.

Function of comparative advertising To objectively demonstrate the merits of their products. Promotes the transparency of the market Stimulate competition

SURROGATE ADVERTISING  SURROGATE

ADVERTISING’ IS DUPLICATING THE BRAND IMAGE OF ONE PRODUCT EXTENSIVELY TO PROMOTE ANOTHER PRODUCT OF THE SAME BRAND

ALL YOU WANTED TO KNOW ABOUT AN AD AGENCY..

INTERNATIONAL ADVERTISING AGENCIES    

DENTSU, INCOME US$ 2078.1m Mc CANN-ERICKSON, US$ 1857.9m J WALTER THOMPSON, US$ 1536.1 OGILVY & MATHER, US$ 1,135.4m

• • • •

DOMESTIC ADVERTISING AGENCIES

HINDUSTAN THOMPSON ASSOCIATES,INCOMES US$ 10,091. LINTAS:INDIA, US$ 8,690. MUDRA COMM US$ 5,585. O & M, US$ 4,534.

PARTICIPANTS IN THE IMC PROCESS Advertiser (Client) Advertising Agency Media Organizations Marketing Communications Specialist Organization Collateral Services

Direct Response Agencies

Sales Promotion Agencies

Public Relations Firms

Interactive Agencies

ADVERTISING DEPARTMENT UNDER CENTRALIZED SYSTEM President

Production

Finance

Advertising

Marketing

Marketing Research

Research and Development

Sales

Human Resources

Product Planning

PROS & CONS OF CENTRALIZATION + Positive

- Negative

Better Communications

Less Goal Involvement

Fewer Personnel

Continuity Of Staff

The Centralized System

Longer Response Time

Can’t Do Multiple Product Lines

DECENTRALIZED BRAND MANAGEMENT SYSTEM Corporate Production

Finance

Sales

Marketing

Research and Development

Product Management

Human Resources

Marketing Services

Brand Manager

Brand Manager

Ad agency

Ad agency

Advertising Department

Sales Promotion Merchandising

Marketing Research

Package Design

PROS & CONS OF DECENTRALIZATION + Positive

- Negative

Concentrated Attention

Lack of Experience in IMC

Rapid Problem Response

Increased Flexibility

The Decentralized System

Competition for Resources

Lack of Authority

PROS & CONS OF IN-HOUSE AGENCIES + Positive

- Negative

Cost Savings

Less Experience

More Control

Better Coordination

The In-house Agency

Less Objectivity

Less Flexibility

AD AGENCIES HAVE SKILLED SPECIALISTS

Artists

Writers

Researchers

Photographers

Media Analysts

Other Skills

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

FULL-SERVICES AGENCIES Planning advertising Creating advertising Producing advertising

Full Range of Marketing Communication and Promotion Services

Strategic market planning Sales promotion and training Trade show materials

Performing research Selecting media

Package design

Non-Advertising Services

Public relations and publicity

TYPICAL FULL-SERVICE AGENCY ORGANIZATION

President VP Creative Services

VP Account Services

Writers

TV Print Account Media Art Directors ProducitonProductionSupervision Traffic

Traffic

Account Executive

VP Marketing Services Research

@copyright Gulshan Dua, Shailja & Aishwarya

Board of Directors

VP Management and Finance

Sales Office Promotion Management

PersonnelAccountingFinance

SERVICES PROVIDED BY AGENCIES Agency Services

The link between agency and client Managed by the Account Executive

Marketing Services Research department may design and execute research programs Media department may analyze, select and contract media resources

Creative Services Creation and execution of ads Copywriters, artists, other specialists

@copyright Gulshan Dua, Shailja & Aishwarya

Account Service

THE ROLE OF CREATIVE BOUTIQUES

Creative Boutiques

Provide Only Creative Services

Full-Service Agencies May Subcontract With Creative Boutiques

Other Functions Provided by the Internal Client Departments

COCA COLA’S IN-HOUSE http://youtube.com/watch?v=gTPWsvLnp9Y

BOUTIQUE CREATED THIS POPULAR SPOT

http://youtube.com/watch?v=bXdsaYHUn1M http://youtube.com/watch?v=XlsAjCzI14k

@copyright Gulshan Dua, Shailja & Aishwarya

+

MEDIA BUYING CAN BE SPECIALIZED

Media Buying Services

Specialize in Buying Media, Especially Broadcast Time

Agencies and Clients Develop Media Strategy

Media Buying Organizations Implement the Strategy and Buy Time and Space

METHODS OF AGENCY COMPENSATION Commissions Method Cost-Plus Agreements

Compensation Methods

Percentage Charges Fee Arrangements Incentive-Based Payment

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

WHY AGENCIES LOSE CLIENTS

Poor performance Unrealistic demands

Personality conflicts

Personnel changes

Poor communications Changes in size

Conflict of interests

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Changes in strategy Declining sales Payment conflicts Policy changes

HOW AGENCIES GAIN CLIENTS

Referrals

Presentations

Solicitations

Public Relations

Image, Reputation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DIRECT RESPONSE AGENCY ACTIVITIES

Data Base Management Direct Mail

Media Services Direct Response Agencies

Research

Creative

Production

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

ACTIVITIES PERFORMED BY SALES PROMOTION AGENCIES Promotion Planning

Research Research Coordination With Advertising Premium Design Contest/Sweepstakes Development Data Base Marketing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

@copyright Gulshan Dua, Shailja & Aishwarya

Creative Work

FUNCTIONS PERFORMED BY PUBLIC RELATIONS FIRMS

Generating Publicity

Program Planning Image Portrayal

Lobbying Public Affairs

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

@copyright Gulshan Dua, Shailja & Aishwarya

Strategy Development

Damage Control

FUNCTIONS PERFORMED BY INTERACTIVE AGENCIES Web Banner Ads

Web Sites

CD-ROMs

Kiosks

Audio

Video

@copyright Gulshan Dua, Shailja & Aishwarya

Interactive Media Creation

Digital Content Animation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Special Effects

MARKETING RESEARCH COMPANIES Planning and Implementing Research Information Application Analysis and Interpretation Primary Data Collection

Qualitative & Quantitative

Secondary Data Collection © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CHOOSE AD AGENCY MARKET COVERAGE  QUALITY OF COVERAGE  EXPERTISE TO DEVELOP CENTRAL AD CAMPAIGN  CREATIVE REPUTATION  SCOPE & UTILITY OF SERVICES  DESIRABLE IMAGE  SIZE & TYPE OF AGENCY. 

An

Agency’s Art = means to an end = is commercial in nature. NOT an entertainment business NOT a vehicle for inner self expression At

the end of the day “Did you sell more product?”

It is MUCH easier to produce art than to produce art that sells something else

Advertising Development Perspectives  Client Says: “My Brand”  Account Director: “My Client”  Creative Director: “My Ad”  Planner says: “My Consumer”

INTERNATIONAL ADVERTISING AGENCIES DENTSU, INCOME US$ 2078.1m  Mc CANN-ERICKSON, US$ 1857.9m  J WALTER THOMPSON, US$ 1536.1  OGILVY & MATHER, US$ 1,135.4m 

DOMESTIC ADVERTISING AGENCY HINDUSTAN THOMPSON ASSOCIATES,INCOMES US$ 10,091.  LINTAS:INDIA, US$ 8,690.  MUDRA COMM US$ 5,585.  O & M, US$ 4,534. 

SETTING UP GLOBAL ADVERTISING BUDGET PERCENTAGE OF SALES  COMPETITTIVE PARITY  OBJECTIVE AND TASK  RESOURCE ALLOCATION 

ADVERTISING REGULATIONS ADVERTISING OF VICE PDTS & PHARAMACEUTICALS  COMPARATIVE ADVERTISING  CONTENT OF AD MSG  ADS TARGETTING CHILDREN 

HOW TO COPE WITH AD REGULATIONS? KEEP TRACK OF REGULATIONS AND PENDING LEGISLATIONS  SCREEN THE CAMPAIGN EARLY ON  LOBBYING ACTIVITIES  CHALLENGES EGULATIONS IN COURT  ADAPT MARKETING MIX STRATEGY 

CORDINATING INT’L ADVERTISING MONETORY INCENTIVES  ADVERTISING MANUALS  LEAD COUNTRY CONCEPTS  GLOBAL OR PAN REGIONAL MEETINGS. 

APPROACHES TO CREATING ADVERTISING COPY “LAISSEZ FAIRE”  EXPORT ADVERTISING  PROTOTYPE STANDARDIZATION  REGIONAL APPROACH  PATTERN STAANDARDIZATION 

The obligation of Planning is to UNCOVER HOW to develop a long-lasting, bonding relationship with the customer. “ at the heart of a creative philosophy is the belief that nothing is so powerful as an insight into human nature,  what compulsions drive a man, Most Effective  what instincts dominate his action, Advertising Involves the customers  even though his language so often camouflages what really motivates him.  For if you know these things about (a) KNOW man you can touch him at the core of THIS his being.” Bill Bernbach

♦ WHAT is the role of an advertiser?

If you’re going to hunt wild pigs, the first thing you’ve got to do is learn how to be a pig. You’ve got to think like they think, move like they move, and have the same instincts for safety and danger. Hawaiian knife hunter via Jon Steel

Turn Yourself into a Consumer

CREATIVE STRATEGY

STANDARDIZATION VS ADAPTATION

GLOBAL ADVERTISING CONTINUUM Adapted

Standardized

STANDARDIZATION VS. ADAPTATION OF INTERNATIONAL ADVERTISING Local Environmental Determinants Cultural Environment Economic Conditions Legal Conditions Competition Advertising Infrastructure Consumer Profile Country of Origin Image Firm Determinants FirmEnvironmental Environment Determinants Managerial * Managerial and and Financial Financial Characteristics Characteristics - Corporate - Corporate Strategy Strategy - Internal - Internal Culture Culture - Decision-making - Decision-making authority authority - Financial - Financial condition condition of organization of organization *Nature Natureorofproduct product Intrinsic Determinants International advertising objectives Relationship between multinational advertiser and advertising agency (ies) Creative Strategies Media Strategy Other elements of the communication mix Support activities and barriers

Area of strategies and tactics Standardization of creative strategy and tactics A spectrum of various degrees of

The

adaptation

International

influenced by

advertising

the presence

strategy

or absence

continuum

of the local, firm and intrinsic determinants

Adaptation of creative strategy and tactics

STANDARDIZED ADVERTISING 

Assumption: Consumers everywhere share the same wants and needs  Maintaining

consistent image  Reducing confusion among world travelers  Implementing single-coordinated campaign across countries  Reducing development, media, and other costs

PRODUCTS SUITABLE FOR STANDARDIZED ADVERTISING Luxury products  High-tech products  Experiential products  Favorable country image 

ADAPTED ADVERTISING 

Assumption: Insurmountable cultural, economic, infrastructural, and political differences across countries  Increasing

effectiveness by tailoring ads to local

conditions  Giving more freedom to subsidiaries

MERITS OF STANDARDIZATION SCALE ECONOMIES  CONSISTENT IMAGE  GLOBAL CONSUMER INSIGHTS  CREATIVE TALENT  CROSS FERTILIZATION 

BARRIERS TO STANDARDIZATION CULTURAL DIFFERENCES  ADVERTISING REGULATIONS  MARKET MATURITY  “NOT INVENTED HERE”(NIH) SYNDROME. 



Global Difficulties with the Communication Process  In

China: KFC’s slogan: “Finger lickin’ good” came out as “Eat your fingers off”  Also in China: Coca-Cola had thousands of signs made using the translation: “Ke-kou-ke-la” Depending on the dialect this means . . .  “Bite the wax tadpole,” or  “Female horse stuffed with wax” 

 In

Taiwan: Pepsi’s slogan, “Come alive with the Pepsi generation” came out as “Pepsi will bring your ancestors back from the dead”

PULLING AND PUSHING PROMOTIONAL STRATEGIES Pulling strategy: strategy promotional effort by a seller to stimulate demand among final users, who will then exert pressure on the distribution channel to carry the good or service, pulling it though the marketing channel  Pushing strategy: strategy promotional effort by a seller to members of the marketing channel intended to stimulate personal selling of the good or service, thereby pushing it through the marketing channel 



Preparing the Creative Brief 

Addresses These Key Issues: 

 

Who is the Typical Target Consumer?  Demographics  Psychographics  Usage and Behavior How do Consumers View the Brand? What is the Role for Advertising?

How well These are Answered = Key



Preparing the Creative Brief 

Focus on the Consumer  

 

Written From Consumer POV Use THEIR terminology

Introduces the Creative Department to the Person They’re Talking to Know the Creative Team/Confidence of

ADVERTISING AWARDS

THE ADVERTISING HALL OF FAME The Advertising Hall of Fame, is a virtual museum.  Celebrates the extraordinary men and women who have made significant contributions to advertising and society.  Honors the extraordinary achievements of advertising leaders. 

The Advertising Hall of Fame does the following :  Honors the extraordinary achievements of advertising leaders.  Educates members of the industry and academia.  Inspires current and attracts future advertising professionals.

CANNES LIONS The International Advertising Festival Cannes Lions - is the largest gathering of worldwide marketing and advertising professionals, as well as the most prestigious advertising awards.  Winning companies receive the Lion awards, honoring the most creative TV/cinema, print, outdoor, online, radio and integrated advertising. 

ABBY 

These are the Indian advertising awards, which are awarded to excellence in all the types of advertising.

Press - Foods Silver Agency : Ogilvy & Mather Brand/Client : Cadbury Dairy Milk Chunky Team: Ogilvy & Mather Team

Press - Business Products & Services Silver Agency : Ogilvy & Mather Brand/Client: Hutch Team: Ogilvy & Mather Team

http://youtube.com/watch?v=QafQuNpArpw

WORK FOR AD AGENCIES ANYMORE   

This is the best of times and worst of times for Indian advertising agencies. The raw material of any knowledge-based industry is the people working in that organisation..and the Advertising Agency has a short supply of it. The 15 per cent commission system — the reward system that is adopted by the advertising industry around the world — is the culprit for this situation.

The Solution:    

Build ‘knowledge laboratories’ Let fresh talent bloom Give more teeth to seniors Treat employees with care

Else, there will be notices outside advertising agencies proclaiming

‘Trespassers will be hired……...’