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Similaire à 20091109 Brand Gyaan (20)
20091109 Brand Gyaan
- 2. Constructing a brief
• Market: The context of the campaign
– Size, distribution across regions / consumer segments etc.
– Key competitors
– Consumer profile
• Message: What to say
– Purpose
– Target
– Promise
– Support
– Desired response
– Brand personality
– Big idea
– Media considerations
09-11-2009 11:40:01 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 2
- 3. Constructing a brief
• Media: Where to say
– Media Plan
• Motion: When to say
– Personal Media Network
• Money: How much to say
– Task list
– Budget Pie
• Measurement:
– Activation
– Market Research
– Response Monitoring Mechanism
09-11-2009 11:40:01 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 3
- 4. Market: The context of the campaign
09-11-2009 11:40:40 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 4
- 5. Some key words
• Product:
– Features
– Uses
– Role in consumers’ life
• Size
• Distribution:
– Geographic
– Consumer segments
– Seasonal
09-11-2009 11:40:41 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 5
- 6. Some key words
• Key competitors:
– Generic
– Specific
– Comparison
• Consumer definition:
– Demographic
– Psychographic
– Influencers
09-11-2009 11:40:47 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 6
- 7. Message: What to say
09-11-2009 11:40:51 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 7
- 8. Purpose of the campaign
09-11-2009 11:40:53 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 8
- 9. Some key concepts
• Consumer buying decision process*
Post-
Problem Information Evaluation of Purchase
purchase
Recognition Search Alternatives Decision
behavior
*Principles of Marketing – Philip Kotler
• Barrier theory
• SMART Objectives
• Specific | Measurable | Achievable | Reviewable | Time Bound
09-11-2009 11:40:53 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 9
- 10. Target of the campaign
09-11-2009 11:40:57 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 10
- 11. Some key concepts
• Target Universe
• Target Group
• Target Person
• Awareness-Attitude-Action
Knowledge-Attitude-Behaviour
Beliefs-Attitude-Behaviour
09-11-2009 11:40:59 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 11
- 12. The promise in the campaign
09-11-2009 11:41:02 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 12
- 13. Some key concepts
• Maslow’s theory of hierarchy of needs –
motivation
5
Self-
actualization
4 Esteem needs
3 Social needs
2 Safety needs
1 Psychological needs
09-11-2009 11:41:03 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 13
- 14. Some key concepts
• Role of product in the life of the TG
• Future rewarding experience
09-11-2009 11:41:05 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 14
- 15. Some key concepts
• Perceptual Mapping
Live shows 1.0
Easy to reach Little waiting
Good food 0.8
Fantasy 0.6
Educational,
animals
Exercise 0.4 Marineland
Fun rides Knott’s of the
Berry 0.2
Japanese Pacific
Disneyland Farm Deer Park
-1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6
-0.2
Magic Lion
Mountain -0.4 Country
Busch Safari
-0.6 Gardens
-0.8 Economical
09-11-2009 11:41:08 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 15
- 16. The supports to the promise
09-11-2009 11:41:09 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 16
- 17. Some key concepts
• Internal supports
• External supports
09-11-2009 11:41:10 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 17
- 18. The response expected
from the target audience
09-11-2009 11:41:12 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 18
- 19. Some key concepts
• Knowledge
– Oh! I didn’t know this . . . Good to know this now!
• Attitude
– I never saw it [realised it was] this way . . .
• Behaviour
– Let me do this [call or write to the advertiser / ask
for this at the shop / ask my doctor about this /
ask the BDO for this etc.]
09-11-2009 11:41:13 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 19
- 20. The brand personality
projected in the campaign
09-11-2009 11:41:16 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 20
- 21. Some key concepts
• Brand Ambassador / Model
• Brand Spokesperson
• Brand Personality
09-11-2009 11:41:17 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 21
- 22. Some related terms / concepts
• Brand DNA / Driver / Handle / Axis
• Brand Assets
• Brand Associations
• Brand Enemy
• Brand Engagement/ Experience
• Brand Equity
• Brand Transformation
09-11-2009 11:41:19 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 22
- 23. The big idea / brand idea
09-11-2009 11:41:22 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 23
- 24. Some key concepts
• Inherent / product
• Creative
– Simplicity
– Suspense
– Smile
09-11-2009 11:41:23 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 24
- 25. Media considerations of the campaign
09-11-2009 11:41:24 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 25
- 26. Some key considerations
• Media innovation [Creative Unit] -> Risks
• Industry media norms / best media practices
• Legal / media restrictions, if any
09-11-2009 11:41:25 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 26
- 27. Media: Where to say it
09-11-2009 11:41:26 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 27
- 29. Some key metrics
• Readership [print media]
• Listenership [radio]
• Viewership [TV]
• Page views [online media]
• Pass by [Out-Of-Home media]
09-11-2009 11:41:27 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 29
- 30. Some key concepts
• Media planning [simplified]:
Total Target Plan Reach:
Group [N] {(n1 + 7) / N} X 100
The Times Of India Frequency / Average
[Excl. n1] Opportunity To See [Av.
[Dup.
DNA OTS]:
n4 ]
[Excl. n2] n1 X 1
+ n2 X 1
[Dup. n5] + n3 X 1
+ n4 X 2
[Dup. n6 ] The Indian Express [Trip. n7] + n5 X 2
[Excl. n3 ] + n6 X 2
+ n7 X 3
n1+7
09-11-2009 11:41:28 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 30
- 31. Motion: When to say it
09-11-2009 11:41:30 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 31
- 32. Some key concepts
• Seasonality
• Event triggers
• Personal Media Network
– Day in the life of the target person
• Media aperture
09-11-2009 11:41:31 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 32
- 33. Personal Media Network
© DDB Needham Worldwide
Time of Radio Dailies Out-of- Direct Magazine TV Online
day home Mail
0600
0700
0800
...
1400
1500
...
1700
1800
1900
09-11-2009 11:41:32 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 33
- 34. Money: How much to say
09-11-2009 11:41:33 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 34
- 35. Some key concepts
• Task list / Communications-target-driven /
Cost-based budgeting
• Affordability / Provision-based budgeting ->
Percentage of sales
• Amortization of spends
• The budget pie
09-11-2009 11:41:33 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 35
- 36. The Media Budget Pie
Geography Creative Unit
TG Definition /
Frequency Reach
Campaign
Duration
09-11-2009 11:41:39 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 36
- 37. Measurement: How well said
09-11-2009 11:41:42 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 37
- 38. Some key concepts
• Market Research -> Pre- v/s Post-exposure
– Change in knowledge
• Category
• Brand
– Change in attitude
• Category
• Brand
• Activation -> TG response
– Change in behavior
09-11-2009 11:41:43 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 38
- 39. Some key concepts
• Response Monitoring Mechanisms
– Shelf movements / shop audits
– Coupons / Telephone calls / SMSs
09-11-2009 11:41:47 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 39