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 your
product. You can only interest them in
buying it.
•Encourage innovation. Change is our
lifeblood. Stagnation our death knell.
•In the modern world of business it is
useless to be creative unless you can sell
what you create
•To be valued by those who most value
brands
 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.
 Eastern
Western Europe
North Europe
Asia
America

Middle
Caribbean
Africa East
Australia

Latin
America
 Delhi

Kolkata
Mumbai

Hyderabad

Bangalore
Chennai
Ogilvy helps in creating a 360 degrees brand
The 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 Non Core

Functions Functions

Client Servicing Studio

Account Planning Operations

Creative Productions
(Art & Copy) (Print/Television/
Radio/Outdoor)
Media
(Planning & Buying)
HR

Finance
Legal Administration
Account servicing department
Creative department
 Stages of an advertising process

STAGE WORK PERFORMED AT STAGE

Briefing  Briefing from the client
Stage  Internal briefing to the creative and media
 Any research briefing if required
Creation  Ad campaign and media plan development
Stage  Internal review and finalization
 Presentation to client and approvals
 Any pre-testing if required
 Production  Budget and estimate approvals
Stage  Production of film, press ads,
collaterals
 Media Scheduling and media booking
 All release approvals for creative &
media

Post Production  Material dispatch to media

Stage  Media release monitoring
 Any post-testing if required
 Billing and collection
Client – Agency Relationship
 A good brief

•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
 Stages of client servicing
Internal Brainstorming
Client Brief
Debrief Agenda
Creative Finance
Client Contact
Follow-up Follow-up

Draft Approval/Fe Estimation &

Submission edback Advances

Final
Production Release
Delivery
Monitoring & Billing Filing
reporting Closure
 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

We are Red Rock Solid Restless

by being

therefore
our voice is Passionate Trustworthy Creative

so our
customers feel

Emotional Direct Inspiring

Appreciated Confident Inspired

...so our customers spend more time with us

 Brand Values

•Passion for customers: "

•Passion for their people: "

•Passion for results: "

•Passion for the world around : "

 The Marketing Framework is the cornerstone of
their Brand Strategy

Where are We will be the communications leader

they going? in an increasingly connected world
BY
Why are they
Helping our customers make the most of their time
here?
BY
What do they Creating & delivering unbeatable experiences
do? through……
BY
How do they do it? Being Red, Rock Solid, Restless

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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.
 .

ZOO ZOO CHARACTERISTICS

• 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.
 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