outdoor advertising by anurag

7/24/2019 Outdoor advertising by Anurag

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Advertising


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What is Advertising?

Advertisingis a means of informingand communicating essentialinformation.

I do not regard advertising as

entertainment or an art form, but as amedium of information.

David

Ogilv


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Advertising Ob!ective

An advertising ob!ective is a s"eci#ccommunication tas$ to beaccom"lished %ith a s"eci#c

audience during a s"eci#c time.

&rand a%areness &rand recognition

&rand recall

&rand image 'trong, favorable, and uni(ue brand

associations


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Advertising Industr )ro%th

Advertising industr is e*"ected to gro% +.

"er cent to ta$e the total advertising mar$etto -s /,01 crore b the end of 2/30.


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3/4

044 4

2+4

+4

234

044 4

2+4

+4

Original gro%th forcast 2/3-evised gro%th forcast 2/3

/,01

2,25

)ro%th 6stimate


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De#ning 7arget Audiences87A9Demographics

Age

'e*

:;I Occu"ation

6ducation

'ocio

6conomic


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'ocio 6conomic


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'ocio 6conomic


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:edium of Advertising

7B

rint

-adio Digital

Outdoor


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7elevision

7elevision advertising "rovides ane*citing, audio C video e*"eriencethat "resents the brand in a dnamic,

"ersuasive %a.

SEE IT, HEAR IT, REMEMBER IT'tudies on learning and memor

reveal that re"etition %ith both soundand visual in"ut is the best %a toensure that a conce"t.


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7B industr )ro%th

7he television advertising e*"enditure is set to

gro% +.0 "er cent in 2/30 and touch -s 30,0//crore, u" from -s 3,301 crore in 2/3.


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Television

Advantages

;igh im"act

Dnamics ofsight, sound

movement

;igh coverage

:ass medium

Disadvantages

;igh "roductioncosts

;igh ca"ital cost


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rint

rint media advertising is a form ofadvertising that uses "hsicall"rinted media, such as magaEines

and ne%s"a"ers, to reachconsumers, business customers and"ros"ects.


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rint Industr )ro%th

7he rint advertising mar$et is"ro!ected to gro% b 0.54 in 2/30ta$ing the total rint mar$et close to

-s 3,3// crore.

rint is the largest contributor ins"ends, its share in the overall ad "ie

has steadil fallen from F4 in 2//1to 34 in 2/3, and this is e*"ectedto fall to 5+.4 in 2/30.


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Print

Advantages

:ass nichetargetingo""ortunities

6ducational

Go%er ca"ital cost

Gongevit

Ad "lacemento""ortunities

Disadvantages

Bariable re"roduction(ualit

Go% im"act

Gac$ of veri#ed

circulation H variableresearch


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-adio

-adio is the onl true mobilemedium. In the car, at %or$, and at"la, radio is there...the com"anion

and the advertising force ourcustomers ta$e %ith them %hereverthe go.


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-adio Industr )ro%th

-adio is e*"ected to gro% b 4,ta$ing the total -adio advertisingmar$et to -s 3,52 crore.


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Radio

Advantages

'$e% to%ardsdesirabledemogra"hics

Gocal mar$eto""ortunities

;igh fre(uenc

Go%


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Digital

%hen businesses leverage Internettechnologies to deliver "romotionaladvertisements to consumers.

Digital advertising includes"romotional advertisements andmessages delivered through email,

social media %ebsites, onlineadvertising on search engines,banner ads on mobile or Web sites

and aliates "rograms.


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Digital Industr )ro%th

DigitalKs share in the overall advertising "ie has

also increased from !ust 24 in 2//1 to over 3/4in 2/3 and in 2/30 it is e*"ected to be 32.4.


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Digital

Advantages

;igh coverage


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Outdoor

Ot!o"!home advertisingisessentiall all t"e of advertising thattries to reach the consumer %hile he

is Loutside of the homeL. OO; is ubi(uitousM in bus, ta*i,

rail%a station, air"ort, mall, retail

store, road, club etc. other touch"oints. OO; is ever%here %here ouare.


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Outdoor Industr )ro%th

'trong gro%th b 7ransit :ediahel"ed outdoor gro% b 354. 6commerce, -etail, 7elecom

Infrastructure %ill lead gro%th in2/30.

2/30 e*"ects Outdoor to gro% b

.24, ta$ing the total Outdooradvertising mar$et to -s 2,5F3 crore.


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Outdoor Industr )ro%th

;igher OO; s"ends are e*"ectedfrom ecommerce com"anies, -etail,

7elecom, A""arel, Ne%eller,

;andsets etc., and infrastructurecom"anies.


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Otdoor

Advantages

Go%est cost "erthousand

;igh fre(uenc

;igh reach

Im"act

Innovative medium

le*ibilit

'iEe

Increased O7'

&ridge the ga"

Disadvantages

Gimitedcommunication

:assive %astage

Gess d%ell time

Gimited ossibilitiesof segmentation

Availabilit of outdooradvertising s"aces


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Outdoor :edia selection

7he outdoor media format should bechosen according to the "o"ulationdensit of target audience.


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Outdoor :edia ormats


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&illboards


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:obile &illboard


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@ni"ole


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7ri@ni"ole


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&us 'helter


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ole Pios$

7ri ole Pios$


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hone Pios$


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7ransit :edia


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ainted Wall


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'tation &randing


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'tadium Advertising


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'tandees


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Wall 'ca"e


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ro!ection Ads

DOO; < f ) : ll


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DOO;


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Digital &illboards


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)antr


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;utch to Bodafone


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;utch to Bodafone


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Ob!ective

Bodafone %anted to not onl announceits entr in India but also communicateto its consumers that ;utch %ill no% be

$no%n as Bodafone, through variousmediums across the nation. 7he mainob!ectives of the cam"aign %ere toQ

7o communicate the change of name,from ;utch to Bodafone

7o create a brand identit for Bodafone


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7arget Audience

7he target audience included ;utchusers and all other mobile users.


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7B from + "m on 2/'e"tember to + "m on 23 'e"tember 2//F.

7his e*ercise included 7B commercials, transitionbum"ers and contest s"ots to "romote the Bodafone6ssar brand.


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rint

7he "rint ads, in all ma!or languagesin several leading dailies, a still shotof the "ug inside a red $ennel. 7he

same creative %as used in outdoorhoardings as %ell, in all the 3 circlesin %hich Bodafone no% o"erates.


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rint ad


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Outdoor

Ogilv Action "ut u" over 2/,/// outdoor sitesovernight, using over t%o million s(uare feet.

7he com"an used a bold logo %ith a sim"lemessage on various outdoor formats such asuni"oles, bus shelters, "ole $ios$s and otheralternative formats to ca"ture audienceattention on the streets as %ell as busmar$et"laces such as malls and cine"le*es.

-adio -Ns announcing the transitioncreativel, through contests and other ideas.


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&illboard


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Im"lementation


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-esults

7he cam"aign not onl brought about thedesired a%areness but also hel"ed generatea clear brand identit for Bodafone.

7his migration of ;utch to Bodafone %as thefastest and most com"rehensive in thehistor, %ith //,/// multibrands outlets,from %hich over 50/ %ere Bodafone stores,

over 3,/// mini stores, over 50 mobilestores and over 5,/// touch "oints that%ere rebranded %ithin 2 months.


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7han$ ou

outdoor advertising by anurag

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