advertising management ppt. by sufia and kannan
Post on 18-May-2015
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Advertising Management
Sufia Qureshi & Kannan CasubaExec MBA 2009-10
KS Advert is ing Inc
Advertising Objective: To ensure trials by half a million users within the launch quarter ramping them up to one million by the end of the year.
Communication objective: Create awareness. Seek identity to differentiate the web site in the industry eye.
Strategic challenge/Situation analysis: To make some one laugh is a challenging task . Many TV channels are running programs like ‘Hansi k phatke’, ‘Comedy circus’, ‘laughter challenge’, even the news channels are going for a comedy flavor. Movie channels are showing bloopers during the movie. Silver screen is also producing comic movies.
Opportunity: growing use of internet.
The big idea: The big idea is; in today’s hectic life schedule people have no time to give themselves a state of relaxation, a hearty laugh. If they find some moments to relax during their work schedule they can make a huge difference in their lives. This is the reason why SMS jokes are becoming popular.
Competitors analysis: comedy video downloads are available at comedy.com, free comedy videos.
How am I different?
The product: Is not only a video download site but a complete comedy pack wherein you have a variety in terms of Hindi film comic series, English comedy, videos in different languages, television comedy shows, jokes, slice of life shoots, the most popular comic scenes of Hindi/English cinema, popular stars in comic roles.
The USP: the unique collection of videos which is not available on any site. The range of collection is from 1930s (Charlie Chaplin's era) till date.
Communication touch pointsPrint: Newspaper – National & Local
Times Of India- Must see must do column
Local: City special
Magazine- Wow
Digital-marketing: Viral marketing, social networking sites, Customers can find related information on other websites or been directed to the company’s sources by a referring website to find the information, Automated Marketing Campaign.
Email stationary, which includes your logo and link to your site
Creative strategy: You must laugh to overcome the problems of life and the product we are offering will make you laugh.
Marketing plan
Product: Online comedy portal
Price: Digital-marketing tools are cost effective
Print is costlier.
Place: Virtual
Promotion: Internet, Print
Internet campaign: ‘What makes you laugh?’ contest
Print: Magazines like
E-zines:
Budget
Budget: Arbitrary allocation
Target audience: > 15 yrs, 16 to 25
yrs, 26 to 40 yrs, 40 yrs and above.
Creative strategy
Idea generation
Copywriting
Illustration
Layout
Print Ads
Ad type Ad Size (Pixels) GIF\JPEG file size Flash file size
Leader board728 x 90
30K 35K
Tower160 x 600
30K 35K
Box/Fly-Out300 x 250 30K 35K
Tile160 x 90 30K 30K
Button160 x 125 30K 35K
Post-it Note300 x 250 30K 35K
Online Ad Specifications
Aap kuch miss kar rahe hain
Kuch bohat zaroori
Kuch bohat anmol
Kuch bohat keemti
Jee haan ek thahaaka
Ek thahaaka jo badal de sab kuch!
Log on to www.thahaaka.com
Zindagi ki bheed meinBharte traffic meinFiles ke dheir mein
Ghar ki zimmedarion meinUlajhte rishto mein
Sukarhti deadline meinAap kuch bhool rahe hein
Ek thahaaka jo badal de sab kuchLog on to www.thahaaka.com
Hansi dooriyaan mitati hai
Tanao ghatati hai
Umar badhati hai
Rootho ko manati hai
Boss ko patati hai
Pre-testingThe product and the advertisement is pre tested by taking responses from people belonging to;
Age: 21 to 40 yrs.
Region: North & South ( Delhi, Madhya Pradesh, Kerela, Karnataka, Andhra Pradesh, Tamilnadu)
Result: Concept is appreciated Name of the product: People are not able to connect with the word ‘Thahaaka’
The product lacks global appeal.
Challenges ahead
• A name that should connect with the people.
• It should have a global appeal (www. heehaha.com, laughter.com, lognlaugh.com)
• Innovative product extensions.
PRINT ADS• THE SECRET IS UNVEILED
•
• THE CURE FOR ANY DISEASE ON THIS EARTH
•
• DISCOVER THE HAPPY HORMONES IN YOU
•
• EK THAHAAKA JO BADAL DE
• SAB KUCH
•
• Log on to www. Thahaaka.com
PRINT ADSLOG
LAUGH
LOG
LAUGH
LOG
LAUGH
DISCOVER THE HAPPY HORMONES IN YOU
www.lognlaugh.com
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