Escolar Documentos
Profissional Documentos
Cultura Documentos
Planning
Advertising
Planning
Situation Analysis/ Market Advertising Objectives/ Mission
Measuring Effectiveness
Situation
analysis
The
Framework
Marketing
Objective
and
Strategy
Product/
Brand
Description
Market
Assessment
Size,
Growth,
Trends
Competitive
Evaluation
SoM,
SoV,
Messages
Consumer/
audience
understanding
Advertising
Objectives
Sales
oriented
objectives
Communication
Eects
objective
Cognitive
response
(Awareness,
Knowledge)
Aective
Response
(Liking,
Preference,
Desire)
Behavioral
Response
(Inquiry,
Purchase
Action)
Representative Statement
I know brand is advertisied I know that the product or brand exists
Measures of effectiveness
Circulation, Reach Recall Unaided/ Spontaneous Recall Aided recall Recognition Advertising Recall Attitudes Brand Image Inquiries Preferences Intention to buy Trial Sales Market Share Sales/ Share growth
Interest
Desire Action
I would like to buy the product/ brand I have bought the product/ brand
Buying
System
Purchase Mode
Frequent vs. Infrequent Habit/ routine Experiment/ try out/ novelty seeking Search/ seek information/ advice Bargain hunt Impulse/ on-the-spot
Choices
High vs. Low involvement Current brand set/ Other product types Brand Loyalty
Influences
Family Friends/ neighbors/ colleagues Shops/ Retailers Fashion Advertising Editorial
Research
in
Advertising
Provide
information
base
to
take
decisions
related
to
advertising
campaign
Direction
to
advertising
campaign
Is essentially an aid to minimize failure risks Its role is dierent in dierent stages of an advertising campaign
Campaign Evaluation
Hypothesize
Synthesize
Inspire
Creative Brief
Review
Hypothesize Tracking Research Message Evaluation Research Creative Development Research Strategy Development Research Synthesize
Evaluate
Optimize
Inspire
Users:
Prole
of
the
users
Buying
roles
and
inuences
Denition of clear and measurable communication objectives Pre-emption of desired consumer response of the communication
99-00 GNP
00-01
01-02
02-03 ICI
ASIAN
BERGER/RPL
Asian
paints
is
the
clear
leader
Nerolac
has
all
the
characteristics
of
a
challenger
However,
it
was
not
reected
in
the
market
shares
TOMA Nerolac Spont Awareness Asian Paints Commu Awareness Berger
Level
2
AP 80 80
GNP
Mean score on leadership Mean score on dynamism
40 40
A subject of self indulgence, Concern: Will the new look add to my status? Self expression & social status
Shades
Dominated
by
wives
and
children,
though
a
family
decision
painting is important for looks of the house premium brands add prestige and lasts longer leader brand is more trustworthy painter & contractors cheat need trusted painter and dealer application process more important than the brand
Brands
Decided
by
CWE.
Based
on
perceptions,
peer
recommendations
and
shop
visits
Painting
cycle:
3-5
years
Shop
visits
for
rate
negotiations
and
decision
on
colour
code
Trust and leadership important for end consumers
Source: Mind & Mood Source: Mind & Mood
Improve scores on TOMA Bring the brand in purchase consideration set of end-consumers Inuence the CWE and give him the conviction that choosing Nerolac is the right decision Build empathy amongst intermediate consumers
A difficult task to be achieved with a fraction of media spends as compared to the category leader
Projective
Techniques
Personification of a brand Reveal important product dimensions, look at a product from a new perspective Eg:
Imagine the product as a person/ a friend/ a hero Lux was imagined as a filmstar
Picture
Projection
Express
things
that
are
dicult
to
articulate
verbally,
reveal
deep
consumer
desires,
needs
and
beliefs,
nd
symbols
and
analogies
for
products
and
brands
Eg: Characterize the typical user of the product or brand and speculates about his/her reasons to use the product
Eg: 10 years from now, how would you wash your clothes?
Eg:
Imagine
a
shop
which
oers
a
wide
variety
of
products
but
only
of
one
product
class
Creative
Team
Get
input
for
copy
development.
Generate
new
concept
ideas.
Evaluate/improve
already
developed
concepts
Tell
a
story
Advantages/disadvantages
of
a
product
Eg:
Invent
a
story
about
a
person
using
a
product,
describing
the
usage
circumstances,
experiences
etc.
A
story
about
two
competitive
products
that
meet
each
other
Role
Play
Give
descriptors
for
a
product
in
consumer
language,
identify
key
benets
Eg:
Imagine
the
best
possible
experience
with
a
product
and
your
feelings
towards
it
Eg:
Look
for
analogies
for
the
working
mechanism
of
a
product
or
for
a
certain
ingredient.
Find
analogies
to
describe
the
positive
results
after
using
a
product
(fresh
as..)
Judgment on how the ad strategy could be communicated as creative ideas and enhancement of these ideas further Most persuasive and unique promise
Celebrity
Selection
Following
celebrities
were
considered
for
the
task
Amitabh
Bachchan
Shah
Rukh
Khan
Sachin
Tendulkar
Priety
Zinta
Aishwarya
Rai
Aamir
Khan
Rahul
Dravid
The consideration was based on the popularity of celebrities at that point in time
Celebrity
Selection
A
litmus
and
a
spider
was
conducted
to
check
suitability
of
the
celebrities
for
the
brand
Each
celebrity
was
checked
on
various
parameters
including
leadership
aura
Amitabh
Bachchan
was
found
to
be
best
suited
for
the
task
AB
personality
traits
Heritage, Indian Family oriented
Sophisticated Smart conversationalist Confident, Intelligent Mature, Knowledgeable Friend, philosopher, guide Role model for youth Enduring Larger than life
Source- Cogito Consulting study Published secondary data
Personality
Fit
AB Nerolac
Young Cool Fun Relaxed Technology savvy Reputed
Mature Indian Knowledgeable Traditional Friend, philosopher, Family oriented guide Role model for youth Sophisticated Smart conversationalist Confident Enduring Intelligent Larger than life
10
AB in films 2002
Three films released Only Kaante did a little better on box office!
Kaante: Played the tough, canny leader
To an institution himself
Hum kisi se kam nahin: Played a comical character Aankhen: Played a negative character
The transformed AB
AB of 70s Using him in this avatar is irrelevant today as there would be major disconnect in consumers mind Not successful in this avatar in last decade AB of 2003 Has immense relevance today Seen as a person with stature and commands respect in large part of India Cuts across segments
Dipstick
ndings
Brand BPL Pepsi Parker ICICI Versa Spont. Recall 27 27 23 22 18
Parker
11
Parker Celebrity- huge fan following But there is another side to him He is human like any of us - Can be fooled/ not always wise - Can loose composure - Has his weaker moments Pepsi Celebrity with huge fan following People willing to do anything for him But he can be humbled - by child who sees him as an ordinary man He has his weaknesses
BPL Indian Confident/ great self belief/ pride But not arrogance Inspiring, motivator Deep thinker ICICI Friend, philosopher, guide Advisor, expert Pulse Polio Friend, philosopher, Advisor Warm and caring Firm and angry when necessary Responsible Indian social citizen
Inference
1
BPL
has
highest
recall,
despite
being
o
air
for
many
years
Gained
the
rst
mover
advantage
Using
him
in
a
relevant
persona
has
also
led
to
high
memorability
Mirinda
Entertainer Comical role Completely mass Lacks sophistication/ class
Inference
2
Irrelevant
brand
personality
will
lead
to
brand
losing
out
on
ABs
aura
Mirinda
has
no
recall
Personality
of
AB
was
not
relevant
Postman
who
runs
away
with
a
woman
Parker Celebrity- huge fan following But there is another side to him He is human like any of us - Can be fooled/ not always Fits well with low wise involvement/ impulse - Can loose composure - Has his weaker moments products. Pepsi involvement serious Celebrity with huge fan products. following People willing to do anything for him But he can be humbled - by child who sees him as an ordinary man He has his weaknesses
No personality sync. Did Versa not work well for Versa, Frivolous style of conversation, went against ABs Competing with his son acceptability boundaries.
Pulse Polio Friend, philosopher, Advisor Warm and caring Firm and angry when necessary Responsible Indian social citizen BPL Indian Confident/ great self Option 2 belief/ pride But not arrogance Authority, Inspiring, Leader motivator Deep thinker ICICI Friend, philosopher, guide Advisor, expert
Versa
failure
Failure
could
be
due
to
a
poor
product
But
failure
could
have
been
minimized
by
capturing
ABs
aura
through
relevant
personality
Need to get perfect personality to have our brand stand out in the clutter Need to ensure that we do not convert the greatest opportunity into a mishap
No personality sync. Did not Mirinda work well for Mirinda went Entertainer against ABs acceptability Comical role boundaries. Completely mass
Lacks sophistication/ class
Option 1 Entertainer Traditional, Indian Traditional, Indian Can turn negative into a Patriarch positive
Pepsi
KBC Promos Helpful advisor to ordinary citizens Witty/ fun -playfully teases people
12
Source
factors
Message
Sources:
Celebrity,
employee,
common
man,
spokes
characters,
experts
(testimonials/endorsement/ acting)
3
key
attributes
of
source
(Herbert
Kelman)
Credibility
Perceived
knowledge,
skills,
experience,
trustworthiness
of
the
source
Message
adoption
by
process
of
internalization
Likely
to
inhibit
counterargument
Two
dimensions:
Expertise
(knowledge,
skills,
experience)
and
Trustworthy
(honest,
ethical,
believable)
Source
Structure/Format
Appeal:
form
of
underlying
content.
attract
the
attention
and
inuence
feelings
towards
the
product/
service/
cause
Execution
style:
way
the
content/
appeal
is
presented.
Articulated in Creative Brief Alternatively called communication strategy, creative strategy or copy strategy
Source
factors
Attractiveness
3
dimensions:
Similarity,
Familiarity,
Likeability
Persuasion
through
a
process
of
identication
Receiver
seeks
a
kind
of
relationship
with
the
source
and
adopts
the
similar
beliefs,
attitudes,
preferences,
etc.
Familiarity/
Likeability
:
Celebrity
endorsers
Celebrity
selection
Appeals
Informational/
Rational
Feature
News
Competitive
Advantage
Popularity
Favorable
price
Overshadowing the product, overexposure, Target audiences receptivity, Risk to advertiser Matching of celebrity personality, product image and characteristics of target audience becomes important Meaning moves in 3 stages in endorsement process: from context, objects, persons to celebrity (through culture), meaning moves from celebrity to product by endorsement and it moves from product to consumer by purchase/ consuption
Emotional Other
Personal State ( Fear, Love, Happiness, Pleasure, Pride, Grief, etc.) Social-based (Recognition, Status, Respect, Rejection, Approval) Reminder Teaser
Power
Likeability: Decorative models. May attract attention to ad but not always to the product/ brand Ability to administer reward/ punishment to the audience 3 dimensions : perceived control, perceived concern, perceived scrutiny More seen in personal communications
13
Rossiter-Percy
Grid
Informational Motive Low Involvement
Detergent Proprietary Medicine
Peripheral Route
Motivation to Process Information Yes Ability to Process Information Yes High Elaboration/ Logical Arguments/ Reasons No Surrounding Cue Present No No No Attitude Change
Transformational Motive
Chocolate Beer/Beverages Cigarettes
Central Route
Yes
Problem-solution Format
Drama/Humour format
Jewelry Motorbike Fashion Clothing
High Involvement
Comparative/ Refutational
Lifestyle
LI-Thinking
Feeling
Self-satisfaction
Products:
Cigarettes,
Liquor,
Chocolates
Model:
Do-Feel-Learn
Media:
electronic,
POS
Outdoor
Creative:
Drama,
Humour,
Celebrity,
Attention,
Informative
Strategy
High
Involvement
Products:
Car,
House,
nancial
products
Model:
Learn-Feel-Do
Media:
Long
Copy
formats,
reective/
interactive
Vehicles
Creative:
Specic
Information,
Demonstration,
Comparative
Aective
Strategy
Products:
Jewelry,
Fashion,
cosmetics
Model:
Feel-Learn-Do
Media:
Large
Space,
Image
Creative:
Executional
Impact,
Sexy
LI-Thinking
LI-Thinking
14
LI-Thinking
LI-Feeling
LI-Feeling
LI-Feeling
HI-Feeling
HI-Feeling
15