What is meant by anAd Campaign?*

AD CAMPAIGN THEMES & SUB-THEMES

Romance Nature Health Humor (`Kya Aaap Close up Karte Ho? Humor through visual copy.) Seriousness/Concern/Anxiety Fear (`Danger is Lurking round the Corner.)- planned to accomplish a specific objective..AD CAMPAIGN

It is the execution of a set of advertisements united by a common theme

*Next Week

Friday: There will be no class. It is rescheduled for later.

Saturday: Case: Shell meets Greenpeace (in polycopy) Group 1 will present.

*This years cricketing extravaganza in Indiathe Indian Premier League (IPL)is now a part of sports history, but the event provided a wealth of insights regarding the ads that most appealed to fans during the key match between the Chennai Super Kings and the Mumbai Indians.

In looking at the results of a recent Nielsen study to understand ad recall and visibility during the championship, food, beverage and communication brands fared the best.

The Cadbury Silk television commercial (24%) was found to be the most spontaneously recalled brand among viewers, followed by Appy Fizz (23%), Boost (20%), 7UP (19%), Pepsi (17%) and Vodafone (13%).

Nielsen conducted the study between 2 May and 3 June during the airing of the 2013 IPL. For the study, Nielsen recorded responses from more than 5,800 respondents in the cities of Delhi, Bangalore, Kolkata, Mumbai and Chennai.Indian TV Commercials that Cut through he Clutter: IPL 2013

*Ad Recall 2013 IPL

**The party could spent about Rs. 5,000 crore by May 12, when the last phase of polling took place.

Sam Balsara, chairman and managing director, Madison World, which is handling the BJPs media planning, refused to say anything beyond we are moving as per the approved plan. Planned spends on all media, including print, television, outdoor, internet and radio would be close to Rs. 4,500 crore.

The strategy, apart from carpet bombing voters with BJPs message, is to block out all other political parties across the print, television, online and offline media irrespective of cost, said a media planner from Madison on condition of anonymity.

BJPs Ad SPEND Election CampaignRs 5000 croresAd Campaign Theme: --- `ChangeAd Campaign Sub Theme: `Ab Ki Baar, Modi Sarkaar

**Outdoor: The party booked 15,000 hoardings across India for up to three months. The cost: From Rs. 2-3 lakh per hoarding per month in cheaper locations to as much as Rs. 20 lakh per hoarding per month in Mumbais Nariman Point. The total cost: Rs. 2,500 crore.

Magazines: The advertisement budget for Magazines is an additional Rs. 150 crore.

In TV, the BJP has bought about 2,000 spots a day across Hindi, English and regional news, general entertainment and sports channels. A spot in most popular entertainment channels cost about Rs. 80,000 per 30 seconds. The budget: Rs. 800-1,000 crore. It spent another Rs. 150 crore during the T20 World Cup. The online and radio budget is about Rs. 35 crore.

The BJPs spending is at least four times that of the Congress, said Santosh Sood, former COO, Rediffusion Y&R, a media buying agency.BJPs Ad Spend on Election Campaign

Every Ad Campaign must have a Campaign Theme to serve as a reminder. The Theme (and Sub-theme) should appear in every advertisement to give continuity to the Ad Campaign. Fur is a thing of the past. Evolve: SocialAdvertising Message (Social Marketing)Incredibly fast : Bajaj FansCoke: Open Happiness EXAMPLEAd Theme: -----Ad Theme: HappinessAd Theme: SpeedAd Theme: Social EvolutionThe Complete Family Man: Raymonds*

How is the Ad Campaign Theme Selected..?On the basis ofCONSUMER VALUES BELIEFS ATTITUDES

Identify Consumer Values

What are their Attitudes to the particular Product/Brand?What are the Consumer Beliefs?*

*Raymonds Ad Campaign ThemeAd Theme: The Complete Family Man Joy is the Sub-Theme *

The GOT MILK Ad CAMPAIGNThe Prevalent Consumer Belief `Milk is Good for You.

93% Consumers believed milk is good for you. (CONSUMER SURVEY)You believe it already, the Agency only has to say `Drink More Milk, its good for you However:The past 15 Years, 1980-1995 had seen an alarming decline in milk consumption in the U.S. Market.EXAMPLEVALUES BELIEFS A TTITUDESCompetition had come in from:Influx of Sodas, bottled mineral waters, fruit juices etc.*

The `Got Milk Ad Campaign

First Question: How Should Milk be Positioned in the Consumers mind?Agency Positioning of Milk: `Milk is indispensable.

Alternative Ad Themes:

`Milk Deprivationversus `Nostalgia, (Childhood Days)or `Good for You (Society)

Creative Copy: Showed the Consumer in Heaven: `Milk Deprivation followed by Excess..How is the Ad Campaign Theme Selected?EXAMPLE*The Agency first needs to IDENTIFY and Decide THE BRAND POSITIONING in the consumers mind. Based on the positioning, identify an appropriate ad theme.

Focus Group Research was conducted initially: TO EXAMINE THE DECLINE IN MILK CONSUMPTION It found Consumers felt that:Milk is boring, dull, Its also perceived as a kids drink. After 16, no need to drink milk.Campaign Objective: To increase milk consumption.Milk was therefore Positioned as indispensable for tea/coffee/cornflakes etc.*

*Themes for Coca-Cola Advertising (1982-1999)

19931999Always Coca ColaTHE AD THEME CHANGES OVER TIMECoca Cola Classic: Official Soft Drink of Summer 1989How Frequently should the Ad Theme be Changed?*

19821986Coke Is ItCatch the Wave (Coca-Cola)19871988When Coca-Cola Is a Part of Your Life, You Can't Beat the FeelingYou Can't Beat the Feeling19891990Official Soft Drink of Summer Coca Cola ClassicYou Can't Beat the Real Thing1993 1999

Always Coca-Cola

**2009In 2009 Coke `Open Happiness Theme Global Marketing Campaign took off.

*Here We Start with evaluating:

What is THE CONSUMERS RESPONSETO PROMOTION:

How Does the Consumer ProcessAdvertising and Promotion?We Examine THE SIX-STEP SEQUENCE OF Advertising EFFECTS Flow - Chart ModelNEXT Question that we need to address:*

There is a SIX-STEP SEQUENCE OF EFFECTS in ADVERTISING & PROMOTIONEXPOSURE PROCESSING COMMUNICATION EFFECTS

TARGET AUDIENCE (INTENTION TO PURCHASE) IMPLICATIONS: ?Formation ofOpinions &AttitudesImplications: What is involved for the company?123490% 0.9 Probability60% (.9X.6) =0.54 Probability33% (.9X.6X.33)= 0.1870% (.9X.6X.33X.7 = 0.13 ProbabilityThere is only 13% probability of TRIERS from those who were initially exposed to the Advertising.Source: (Rossiter & Percy)BRAND POSITION IN THE CONSUMERS MIND*THE CONSUMERs RESPONSE TO ADVERTISING & PROMOTION

The CONSUMER RESPONSE TO PROMOTION

90% (0.9 probability) 60% (.9X.6 = 0.54 probability)33% (.9x.6x.33=0.18 probability 70% (.9x.6x.33x.7 = 0.13 Probability of Translating into Sales)13 per cent of households is the norm for trial of new food products in the first year of a campaign.What Inferencescan you derive fromthese figures?Inference: Introductory Brand TakeoffMay Be due to poor planning by a companyThere is only 13% Probability of converting an ad into sales*

Implications:What is involved for the companys Promotional Plan?IMPLICATIONS of the Buyer Response Steps in FLOW CHART are `gates `THE ADVERTISING/PROMOTIONS COMMUNICATIONS MUST ATTEMPT TO Source: Rossiter & PercyINFLUENCE EACH STEP IN THE SEQUENCE FOR EFFECTIVE COMMUNICATIONS ` Please See Your Polycopy Reading*

AD MANAGERS PLANNINGSIX-STEP EFFECTS SEQUENCE STAGES (In Reverse Order)

MARKETING OBJECTIVES& BUDGETTARGET AUDIENCE SELECTIONCOMMUNICATIONOBJECTIVESAND POSITIONING/(Or Repositioning)MEDIA STRATEGYAD CAMPAIGN TRACKINGPROFITSALES/MARKET SHARE/BRAND EQUITYTARGET AUDIENCE ACTION/DECISION TO PURCHASECOMMUNICATION EFFECTS& BRAND POSITIONINGPROCESSINGEXPOSUREThrough theMediaAwarenessAttitude ChangeCREATIVE STRATEGY& INTEGRATED STGYAwarenessInformationAttitudeHow is the Ad Campaign Planning Connected to Six Step Effects Sequence.*

WHAT ARE THE FACTORS INFLUENCINGTHE EFFECTIVENESS OF AN AD CAMPAIGN?What are the CONDITIONS FOR MAXIMUMAD CAMPAIGN EFFECTIVENESSFACTORS INFLUENCING AD CAMPAIGN EFFECTIVENESSBRAND SUCCESSES & BRAND FAILURES*

Is there FAVORABLE PRIMARY DEMAND TREND A favorable demand for the generic product category will stimulate demand for specific brands

Does the campaign have an ADEQUATE AD BUDGET

Does the OPPORTUNITY FOR PRODUCT DIFFERENTIATION EXISTYou should Check the PLC Stage for this: Intro vs Maturity Stages. This will provide the opportunity for influencing consumers to prefer one brand over another.

TARGET MARKET/ POSITIONING

Do EMOTIONAL BUYING MOTIVES EXIST? Emotional appeals can be used to build up mental associations. Ex Health.

Are there any INTANGIBLE HIDDEN QUALITIES as BRAND BENEFITS? Presence of intangible or hidden qualities gives something substantial to talk about in advertising: Ex. Time Saving appliance. Check the Nature of the Product for this.CONDITIONS FOR MAXIMUM AD CAMPAIGN EFFECTIVENESS

*

It is necessary to Increase both Product and Brand Differentiation through Advertising.Is there Scope for Product Differentiation..?Compare the `sparx ad with the next two slides.*

EXAMPLE OF LOW PRODUCT DIFFERENTIATIONAD COPY FORRELAXO JOGGERAD COPY FORPOWER SHOESLow Product Differentiation in an Advertising Campaign is a Disadvantage.*

When does an ad campaign flop?When is an Ad Campaign a failure?When there is: Wrong Selection of Target Audience Wrong Positioning in Target segment Wrong Creative Strategy (Theme/ Appeal /Execution) Wrong Media selection (Media Mix not suitable for the Target Market) Inadequate Budget

*

Sometimes a product may just be ahead of its time. Example: Frozen Yogurt. This also may lead to the failure of an Ad campaign.Or*

AD CAMPAIGN EFFECTIVENESS How to Increase the EffectivenessOf an Ad Campaign.?What are the ways to increase theEffectiveness of an ad campaign?Here you should apply the criteria for maximizing ad campaign effectiveness.End*

AD STRATEGY AND MESSAGE DEVELOPMENTAD CAMPAIGN TRACKINGFirst SELECT THE TARGET SEGMENTSET THE AD OBJECTIVES Marketing Related Objectives

Communication Related ObjectivesSET THE AD BUDGETFORMULATE CREATIVE MESSAGE

AD STRATEGYAppeals/Execution/ LayoutMEDIA STRATEGYMessage SelectionMassage Scheduling in mediaEVALUATE THE EFFECTIVENES OF THE AD CAMPAIGN through 0EndTHE AD CAMPAIGN DEVELOPMENT PROCESS STAGES To Be Followed in Ad campaign Development:*

Ad Campaign TrackingWhat is meant by Ad Campaign Tracking ?*Use of Diagnostic measures

*AD EFFECTIVENESSMEASURABLE VARIABLES

READERSHIP/ VIEWERSHIP `Did you read . Magazine X ? `Did you view Channel/Program on TV?

2.UNAIDED RECALL is UNSTRUCTURED RECALL: OPINIONS ABOUT AD 1. Thoughts about the Ad COGNITIVE2. Meaning conveyed by Visual COMPONENT3. Meaning conveyed by Headline4. Meaning conveyed by Baseline

3.AIDED RECALL1. Thoughts about the Ad COGNITIVE2. Meaning conveyed by Visual COMPONENT3. Meaning conveyed by Headline4. Meaning conveyed by Baseline*

AD EFFECTIVENESS MEASURESSynovate Ad Index Survey: Ad Effectiveness Measures: `Top of the Mind is a monthly survey conducted by Synovate India and TV Ad Index, The survey covers 750 respondents in the four metros.Scores are compiled on Unaided and Aided Ad Recall.Attitudinal Measuress

LikeabilityEnjoymentAdBelievabilityClaimBelievabilityAd Diagnostics Attitudinal Measures*

ATTITUDE TEST (STRUCTURED) TESTING AD COPY ON STRUCTURED VARIABLES

ATTITUDE TO AD. Use the Semantic Differential Scaling InstrumentRate the ad copy on a 7 point scale on items such as

Like-------------DislikeGood-------------BadInteresting------------Not InterestingPleasant-------------UnpleasantBelievable------------Not BelievableFor me ----------- Not for Me----________AFFECTIVE COMPONENT*

ADVERTISING EFFECTIVENESS MEASURES COMMUNICATION SALES EFFECTIVENESS EFFECTIVENES Opinion & Attitude TestsInquiry Tests in Projective Techniques Test Marketing of the (Ex. Rorschach Test) Product/BrandMechanical Lab Methods (Ex. Pupillometer method) Readership/Viewership Tests Past Sales Figure Unaided Recall (T.O.M) Aided Recall Opinion & Attitude Tests Attitude Change MeasuresPRE-TESTINGPOSTTESTINGMEASURING AD EFFECTIVENESSEnd*

AD CAMPAIGN PLANNING&EFFECTIVENESS

*EXAMPLE OF Anti Smoking Campaign

Advertising EffectivenessDAVP*

Combination of Positive + Negative Emotional Appeal.This is the Final Ad Copy that came out in the Newspapers.*

`The most important word in the vocabulary of advertising is testing. 24 out of 25 new products never get out of test markets.What do you test for in the ad copy? Verbal versus Visual components of the ad copy. Layout of ad copy components Written Copy/Fonts /Size etc. Positive versus Negative Ad Copy Appeal.David Ogilvy: on Ad Effectiveness Testing*

David Ogilvy

`Test your promise. Test your media. Test your headlines. And your illustrations. Test the size of your ads. Test the frequency. Test the level of expenditure. Never stop testing.

Source: Ogilvy `Confessions of an Ad ManIt is Available in the Library.End*

*WHAT ARE THE FACTORS INFLUENCINGTHE EFFECTIVENESS OF AN AD CAMPAIGN?What are the CONDITIONS FOR MAXIMUMAD CAMPAIGN EFFECTIVENESSFACTORS INFLUENCING AD CAMPAIGN EFFECTIVENESSBRAND SUCCESSES & BRAND FAILURES

*

Is there FAVORABLE PRIMARY DEMAND TREND A favorable demand for the generic product category will stimulate demand for specific brands

Doe the campaign have an ADEQUATE AD BUDGET

TARGET MARKET/ POSITIONING

Do EMOTIONAL BUYING MOTIVES EXIST? Emotional appeals can be used to build up mental associations. Ex Health.Does the OPPORTUNITY FOR PRODUCT DIFFERENTIATION EXISTYou should Check the PLC Stage for this: Intro vs Maturity Stages. This will provide the opportunity for influencing consumers to prefer one brand over another.

Are there any INTANGIBLE HIDDEN QUALITIES as BRAND BENEFITS? Presence of intangible or hidden qualities gives something substantial to talk about in advertising: Ex. Time Saving appliance. Check the Nature of the Product for this.CONDITIONS FOR MAXIMUM AD CAMPAIGN EFFECTIVENESS

End: Contd in next set.

*JOHN O'TOOLE:On Creative Strategy

`You can never be successful with brilliant execution of the wrong strategy but you may be moderately successful with a dull execution of the right strategy'IMPLICATIONS:Systematic Ad Campaign Planning is necessary.*

**************