CHAPTER 9: CREATIVE STRATEGY: Implementation and Evaluation

1. Roger von Oech 4 STEP CREATIVE MODEL:

Do you want to be fully creative? To not only have wild ideas, but to actually create and
bring remarkable things to life?
There are four distinct roles to be performed for the creative process to be as effective
as possible. Each one requires that you play different characters, with different mindsets
and skills.

The roles are: Explorer, Artist, Judge and Warrior.

Learn how they help unleash your creativity and how to master the skills each one
requires.

1. The Explorer
Ideas do not come out of the blue. In order to build them you first need to gather the
raw materials: facts, concepts, experiences, knowledge, feelings — that’s what ideas are
made of. To get all of that, you need an attitude of ongoing curiosity and exploration.

The Explorer is always in search of new things. He is relentlessly curious and never
limits himself to a particular area of experience and knowledge. To have ideas is to
connect dots. First and foremost you need lots of dots to connect — you need fuel for
the formation of new ideas.
- Research from friends, family, competitors
- EX: Comedy serial talk about today’s happenings
- When we talk about around brand communication, important to know the
current happenings and current problems of brand and sell solution.
- We either look to solve customer problem or try and associate it with happiness,
fun, aspirational feelings.
- Aim is to communicate product as solution for consumer need
- EXPLORATION to find out customer’s need and what drives aspiration
How to Develop Your Explorer

 Be curious and alert. Poke around in unknown areas. Be like a child, by paying

attention to the world and being receptive to it. Rediscover the fun in finding
things out.
  Seek out as many inputs as possible. Do not limit yourself to the tried and true.
Read different books and see different movies from the ones you like. Also, don’t
mind going after information “you’ll never use”. Seek many different areas of
knowledge.
 Talk to a lot of different people. Get to know many different perspectives. Talk
to strangers. Don’t limit yourself to expert advice.
- Brainstorming before implementing: (Rules of brainstorming)
1 — Defer Judgment. Creative spaces are judgment-free zones—they let ideas
flow so people can build from each other's great ideas.
3 — Encourage Wild Ideas. ...
4 — Build on the Ideas of Others. ..
4 — Stay Focused on the Topic. ...
5 — One Conversation at a Time. ...
6 — Be Visual. ...
7 — Go for Quantity.
8 Think of all the elements of communication mix
9 Free association, don’t dominate others idea
10 Positive inside outlook view- Positive beliefs, we can do it, confidence
has to be there. This view has to be there while going for brain storming.

2. The Artist
- Rule out ideas from brainstorming
- Integrate, garnish ideas

The artist has ideas. He takes the raw materials from the Explorer and combines them
in novel ways.
When people say someone’s “creative”, they’re usually referring to the Artist. The Artist
has ideas mostly by trying new things. He applies his imagination by rearranging,
turning things upside down, stirring things up. He pursues different approaches and
finds unexpected connections. He’s playful; he doesn’t care about what people expect
from him.

How to Develop Your Artist

 Flex your idea muscles. Write down new ideas as they come to you; it stimulates
your brain to generate more and more ideas. Also, use idea-generation tools
deliberately: Lists of 100, Idea Quota and SCAMPER just to name a few.
  Play! We all know it: the most efficient way to have new ideas is by having fun.
Don’t always take problems too seriously. Entertain yourself and keep your brain
fresh and ready.
 Use your imagination. Leave practicality aside; don’t be afraid to let your
imagination run wild and visualize new possibilities. Dare to ask ‘what if’ and
watch new realities unfold.
3. The Judge
The Judge is all about “getting real”. His job is to analyze the Artist’s wild ideas and
assess if they’re practical — in the real world.
The judge questions assumptions; he compares and analyzes. He checks how feasible
ideas are. No matter how much the Artist loves an idea, the Judge looks for
counterarguments, checks evidence, and makes hard decisions. Combining gut feeling
and analytical tools, the judge must only let through feasible ideas.

The Judge gets a bad reputation — but only because people usually invoke him too
early. Killing an idea before the Artist can play with it is a pity; killing it later is oftentimes
a necessity.

- Evaluate idea, Plan B, how to better

- Take out pros and cons of ideas
- Come into conclusion, Yes this idea will work out!

How to Develop Your Judge

 Develop critical thinking. Check your assumptions, experimenting with

hypotheses, analyzing results and drawing conclusions. Master decision making.
 Be aware of thinking traps. Our minds deceive us. Be always aware and vigilant
of your own biases. There are more ways than you can imagine that your thinking
can go wrong. Really.
 Be real. Will the idea give you the return you want? Do you have the resources to
make it happen? Are you willing to put the effort to make it happen? Be practical
and down-to-earth.
4. The Warrior
As soon as you have an idea ready to be executed you’ll realize the world isn’t set up to
accommodate every new idea that comes along. The enemies can be external:
competition may be fierce, or people may just don’t “get” your beautiful ideas. Even
harder than those, there are more than enough enemies already within you: think
resistance, excuses and fear of failure.
The Warrior’s job is to make ideas happen. For that, you’ll need not only a strategy
and plan of action but to put in the hours — fight the daily fight.
That means remaining productive, developing the resilience and courage to overcome
obstacles and, of course, being able to sell your ideas — whatever’s necessary to
materialize them.

- Do the ground work

- Do the actual work
- Make ideas happen
- Defend your ideas inside agency, in front of client

How to Develop Your Warrior

 Overcome resistance. When you create something new, resistance inevitably

creeps in. You need to find ways of overcoming procrastination and staying
productive day in, day out.
 Be courageous. In order to make things happen, you’ll need to let go of self-
doubt and conquer fear of failure.
 Market and sell your idea. Are you the only one who thinks your idea is great?
Can you convince others of the merits of your idea? If you can’t sell your idea, it
won’t get far.
Awareness and Timing are Critical Too
In reality, we all know the path to creativity is not that sequential — explorer-to-artist-
to-judge-to-warrior. Usually, there’s a lot of switching back and forth between roles: The
Judge may return an idea to the Artist for further development; the Artist may want
more data from the Explorer to develop a certain idea, and so on.

This is fine. The main thing is to be aware of which role you’re performing at
different points in time. We often get stuck in the Explorer role for too long. Or we
may jump the gun and summon our Judge while our Artist is still working his magic.
There are so many ways to spend too much or too little time in each role, or to overlap
ineffectively.
The lesson is: make sure not only to develop the skill set for each role, but also to play
each one at the appropriate time. Be aware of which phase of the creative process
you’re in and what you’re trying to accomplish. All roles are equally important: make
sure they’re playing well with each other.
This how we come with new ideas and integrate with new campaigns

DIFFERENT APPEALS

- BIG ADVERTISER: If going through commercials and traditional media, done by

big companies. They start with traditional and digital happens to be support
media. TV commercial is the base for big advertiser (mass advertisement) and
then link it with radio, newspaper, internet etc
- SMALL ADVERTISER: Small companies may not have budget, have to be present
on social media, have youtube, have websites etc. Even if small companies, SEO,
websites, fb, ig, tiktok have become a must. Need to create new posts. Run
campaigns.
- Facebook vs youtube advertisement, youtube engagement goes on increasing
and facebook comes on top only if it goes viral and if not it increases now and
then engagement goes on decreasing.
- Message needs to be integrated

APPEALS AND EXECUTION STYLE

1. ADVERTISING APPEAL
- The approach used to attract the attention of consumers
- Influencer consumers feelings about a product
2. Execution Style
- The way an appeal is turned into advertising message
- The way message is presented to consumers

TYPES OF RATIONAL/ INORMATIONAL APPEALS

 A. Feature: Samsung phone
B. Popularity: Nike, worn by athletes
C. Competition: Coke vs. Pepsi, Tide

APPEALING TO PERSONAL STATES OF FEELINGS

A. Fear: No complain, height will not increase

B. Self-esteem: Apple
C. Nike: Motivation, accomplishment
APPEALING TO SOCIAL- BASED FEELINGS

A. Dove, soap with a lump: Belongingness, awareness

B. Vicks, touch of love: Acceptance, belongingness
- Need to know the needs of the customer and make advertisement
- After advertisement appeal we get in building advertisement (execution)

AD EXECUTION TECHNIQUES
A. Straight Sell: Just sell straight await
B. Technical: Talk about facts and figures
C. Demonstrate how problem is solved
D. Dramatic, make product a hero
E. Slice of life
F. Compare with 2 different products

BASIC COMPONENTS OF PRINT ADVERTISING

A. Headline written in big text

B. Headline and visual elements to attract customers
C. Subheads
D. Body Copy provides information once customer is attracted
- Address, product information, logo are other elements
- If you are designing out door cut off body copy
- Fb, ig post these elements are important and can also add animation
 Visual
element

Indirect
headline
Body copy

- Can make any type of advertisement but has to be attractive

CREATIVE TACTICS FOR TELEVISION ADVERTISEMENTT

- Sight, camera, sound

PRODUCTION STAGES FOR TV COMMERCIAL

1. PREPRODUCTION
- Have to final props, locations, camera, actors

2. PRODUCTIONS
- Actual shooting, video shoot, raw video
- Characters, cast
 3. Post Production
- Raw recording is edited, mix sounds
- Approval from internal members and client

4. Ready to get into media (TV, Youtube etc.)

DIGITAL MEDIA

- Youtube, viewership gradually goes on increasing and chance to be viral

- Facebook, goes up once and goes on decreasing
- Youtube, no need to pay to place advertisements unlike Facebook
- Have to know what to say to whom and specially target, not possible in traditional
- Immediately see reaction in digital media
- Preferred for small advertisers, depends can range from $5 to even $5000

EVALUATION GUIDELINES FOR CREATIVE OUTPUT

- Be it tv or digital advertisement
- The most important is truthfulness, don’t lie
- People should enjoy your advertisement

- 20 minutes
 1. 5,5 minutes advertisement and marketing plan
2. 10 minutes creative

LECTURE 10: MEDIA PLANNING AND STRATEGY

- Need to understand consumer needs, own company, competitive environment etc.

- We want to come up with product and services, we need to go for promotions after other 3 P’s
strategy
- After we come up with concepts and create the advertisements, we need to do media planning,
how to place advertisement in media, where to buy and how to buy slots
- Need to make at least 3 month plan
- Main communication is through advertisement (designs, print advertisements, posts, audio
visuals)
- Media Planning: The following things
1. Media objectives: What can be achieved? Ex: Coverage in certain markets, reach,
frequency, GRP (Gross rating points), TRP (Total rating points), impression
2. Media strategy: Strategy to meet objective, 5 M strategy
3. Media: Which media channels to use
4. Broadcast media: Tv and radio
 5. Print Media: Published media, visual materials, direct mail
6. Media vehicles: Other outlets
7. Coverage/ Exposure: Direct media, coverage can be selected
- Traditional it is difficult
- Fb 1000 friends (coverage, maximum possibility), 100 people see (reach)
8. Reach: Fb 1000 friends (exposure, maximum possibility), 100 people see (reach)
9. Frequency: How many times, 100 people see, again 50 people see. For 50 people frequency
is 2. High level of frequency can irritate customer, general theory is in a 3 month campaign a
person has to see an advertisement 3 times for it to be effective.
- To buy people have to see 4, 5 and 6 times as people remember. This leads to action. Sales is not
everything there is brand awareness, equity etc.
- Excessive frequency leads to bad effects
- When sales is decreasing due to advertisement investment it is wasted
- If advertisement is not effective, it has to be changed. Ex: Coke brings 2 campaigns a year, once
effect of advertisement starts decreasing coke changes but some campaigns last a long time. Ex:
8 years, open happiness campaigns
- Sales promotion campaign, brand campaign etc.

MEDIA PLANNING DIFFICULTIES

 1. Difficult to measure advertisement
success, is it problem of advertisement
or product or distribution or pricing may
not be clear. If all these are clear then
only go with promotion otherwise
investment in promotion backfires.
2. Lack of information
3. Inconsistent terms, change in rates
4. Time pressure
- Minimum advertisement should be
there for each and every business, even small

DEVELOPING THE MEDIA PLAN

1. First review marketing strategy plan, advertisement plan and creative strategy plan
2. Media planning depends on the type of creative, as per the creative select the medias
3. We talk about media objective, media strategy, select media classes and also within that media
class which one to select
4. Ex: For audio visual (Creative) choose TV and YouTube
5. If choose radio= media class, fm, am= media within class

THE MEDIA PLAN

- Make media plan of at least 3 months and up to 1 year
- After developing media strategy implement it, it takes time for results to come, first awareness
in built, attitude is built
- Sales is not always the result but the objective is sales
- In digital media we can easily see the leads being generated, the leads then have to be turned
into customers
- In digital we can see how people react, what queries they have
- Can calculate, investment to generate lead and calculate the sales. ROE on investment can be
seen.

MEDIA OBJECTIVES: 5 Objectives

1. Coverage: 60% location of this particular location

2. Impression: Kantipur 20,000 circulation. Readers Per copy (rpc), how many people read one
copy. Average RPC is 5
- Impression is 100,000, if you put 5 times. 500,000
- How much impression do you want?
- Ktm- 10 lakh people, 20% rating, 2 lakh impression if one advertisement is placed.
- Place advertisement twice, 4 lakh impressions
- 5 lakh impression in newspaper+ 4 lakh what the flop= 9 lakh possible exposure/ impression
3. Media Reach
- How many people see
- Out of 9 Lakh, 20% people see
- 1.8 lakh is reach
4. Frequency
- On average, people see 4 times
- 7.2 lakh
- How much frequency do you want
- Frequency is even difficult to measure in digital, have to ask the people
- In a duration of 3 months campaign is frequency is 3, it is said to be an effective advertisement
5. TRP and GRP
- 20 people out of 100 see what the flop, rating is 20%
- If you place two advertisements here, TRP is 40%
- Kati % people le hercha
- Kantipur circulation is 20,000 and rpc is 5. Kantipur has 100,000, ktm population is 10 lakh. 10%
(rating) of the people of ktm read kantipur.
- What the flop (20% rating)
- Place 5 advertisements in Kantipur= 5*10= 50 trp from kantipur
- What the flop 2 advertisements= 20*2= 40 trp from what the flop
- GRP is 90, total TRP

MEDIA STRATEGY
- 5 M’s
- Known as 5m decision
- Market, money, media, methodology, mechanics
a. Market
- Target audience
- Which market to cover
- Exceeded market coverage: spill over coverage, target indian market but as Nepalese people see
it is also advertised here so clean feed
- Ex: 0 advertisements of cadburry, maggi but 0 advertisement, due to spillover effect. No money
for Nepalese media
 b. Money
- Methods of advertising budget ( already done):
1. Top down
2. Bottom up
- CDI
1. Total category sales in the market: Shows attractiveness of category market

- BDI
1. % of total brand sales to total sales
2. Brand attractiveness
 3. If both brand and category attractiveness are high, it is good to invest

- High CDI, High BDI= Star in BCG Market, in this case invest
- Low CDI, Low BDI= DOG , leave
- Low CDI, High BDI= Cash cow, don’t invest too much, harvest
- High CDI, Low BDI= Question mark, there is some problem, look at it
- CDI= Category attractiveness
- BDI= Brand attractiveness

MEDIA SELECTION
1. STEP 1- CHOOSE MEDIA
- Can use different media head
- Allocate budget effectively
- Ex: Invest 40% in mass, 30% In digital, others in direct mail and PR
2. STEP 2- MAKE SCHEDULE

3 METHODS:

1. Continuous- Same flow of advertisement for 12 months, same budget allocation. Ex: FMCG,
Rice
2. Flighting- Make advertisement in this month get this much GRP, take break completely. And
again in other months.
3. Pulsing- More advertisement in on season, less in off season. Set GRP targets. Ex: Baltra
heater, rain coat
STEP 4- Which media to select and what type of advertisement to keep

1. Method 1: CPM (Cost Per thousand)

- Ex: Kantipur, 1 lakh reach. Cost, reach 1 lakh (20k circulation, 5 rpc)
- CPM (Cost Per Thousand)= Rs. 1000
- Rajdhani CPM= Rs. 5000, more expensive even if final cost is cheaper
- In digital, we can go further in detail and measure

2. Method 2: Cost per rating point (CPRP)

- Rating has to be good
 EVALUATION AND FOLLOW- UP

CONTROVERSIES IN MEDIA- REACH AND FREQUENCY

- Impression may increase, it does not mean reach will increase as same segment can be repeated
and duplication is there which is not bad but too much overlapping is bad as it may not be
effective.
- Theory, 3 times people see, awareness will be creative
- 4,5 times, attitude may change
- 8,9 times people will learn about advertisement and will act
- After 10,11 times people will be bored and irritated, effectiveness has been decreased creating
negative exposure
- This point is controversial as there is no magical number
- Have to change advertisement, bring something new

PROS AND CONS OF MEDIA HEADS- TV, RADIO

- Good for low involvement

- Corner stone of advertisement
- Very good medium in south Asia, number 1
- Mass
- Video to video
- Cheap

- Targeted magazines

- 1 month life
- Even for small advertiser
- Fastest growing
- Even for small

- As we all know advertisement is a form of communication conducted in order to influence the

perceptions of the general audience and promotion talks about the strategies that can be used
to boost up sales.
- First of all talking about our advertisement objectives, they are:
1. En
sur
e
 awareness by informing our target market about basemark, its wide
variety of offerings and physical store presence through advertisement
campaigns.
2. Secondly we aim to persuade our customers to purchase from us through
our promotional activities.
- We will be adopting the Roger Von Oech Model for our advertisement strategy:

1. Through explorer, we found out that initially audiences were aware about the brand,
but due to increase in competition and lack of advertisement, awareness about the
brand among the target audience is decreasing. 
2. As for the artist, we came up with many creative and wild ideas to solve this problem.
3. Talking about the judge, we cut down the ideas decided to go with the most feasible
one being, an online advertisement along with other promotional and advertising
activities
4. Finally for the warrior, the ideas will be implemented in platforms such as facebook,
tiktok, instagram and others which will be later explained.
- For the Medias we will use, we will be applying the form of continuous media meaning
advertisements will flow at similar rate throughout the year with changes to only the
advertisement message according to the season.
- The different forms of digital media we will be using are:
- Facebook/Instagram: Our social media will include such advertisements that would
thrive call for action from our customers. Moreover, we will be posting about new
designs and collections available at the store according to the season,
a. There will also be links to our online shop in our posts through
which customers can buy and view the products they see in
the pictures directly
b. Different video advertisements will also be showcased along
with story posts by influencers.
c. Moreover we would also handle customer grievances through our
facebook/instagram page. 
- Youtube:
a. We will sponsor videos of content creators to create awareness and we will also ensure
partnership with vloggers and youtubers by giving promo codes to increase sales. 
b. We will be creating a basemark youtube channel to place self-created advertisements
and also put videos of our locations and products
c. We will tie up with vloggers or channels such as Paradygm TV to conduct challenges
where we will present the celebrity participants with occasions and then they can go to
the basemark store, pick up their dress, bag and shoes collections of their choice for the
given occasion. The occasions could be graduation ceremony, day out with friends or a
also a workout session. The winners will get gift hampers from us.
d. We will also use vloggers to give dress reviews of base mark clothes.

- Tiktok:
- We will create short videos of people dressing up in basemark outfits with good
background music in an attempt to attract the audience through attractive cloth designs. 
- We have also thought of a Tiktok competition where you will have to Twin
with your best friend and post the content in Tik Tok, we will announce a winner
who will get gift hampers from Basemark. In this way we can engage better with
 our customers. So, this is a visual representation of twin with your bestfriend
challenge.
- So, we have created a content which could be used as a Tik Tok funny video post or
could be posted as a short youtube story video. We could hire infuencers to create such
funny contents in which basemark will not be directly marketed but will get the
unconscious attention. This is not our final advertisement but a supporting content.

MAGAZINE
- We will put weekly update on the magazines like Naari, WOW and Party Nepal which
are magazines preferred by our target audience.
- Our weekly update would include; different offers, information about new collection,
customer testimonial and review by vlogger or influencers.

EMAIL MARKETING
- Finally we will also have email marketing where we will directly inform our customers
about different discounts and offers, end of the season sales, new offerings and limited
stock releases.

CHAPTER 13- DIRECT MARKETING AND SALES PROMOTION

- Promotion mix 5 elements:
1. Advertising
2. Direct Marketing
3. Sales Promotion
4. Public Relation
5. Personal Selling

Public Relation
- Sponsor events to maintain good relationship with the public
- Goodwill, damage control. Ex: Cancer relief fund by cigarette company
- Doing something good for society, will change attitude towards you and your business
which advertisement cannot do
- Need to target influencer of TG
- Media will cover
- PR don’t mostly by celebrities, politician. Campaigns, press meet
- There are PR agency in India, who manages PR only
- Ex: Ronaldo
- First awareness= advertisement
- Good awareness, attitude and intention buy= sales promotion

PROCESS
PR Department has to work with investors, government, customers, employees,
suppliers, community etc.

1. Attitude if positive enforce, if negative how to change

2. Establish PR, in India agency does
3. Develop and execute
4. Measure effectiveness
 Marketing PR Functions
1. Build excitement
2. Build positive attitude
3. Creating news when there is no news
4. Defensing products at risk
5. Build brand and customer bond

PR Tools while implementing program

- Bloggers
- Social program sponsor
- Interview script
- Make sure no negative viral

THE INTERNET AS A PR TOOL

- Have to be careful what to put on internet, proper format
- Youtubers, bloggers
- No negative viral, everything planned

ADVANTAGES OF MPR

- Change customer opinion

- Positive relationship with media and customers
- Growth of sales
- Positive brand image

DISADV

- Don’t know how media will take it

- No idea how customer will perceive

PERSONAL
- More in high involvement products, selling one on one
- Manufacturer also sells to wholesalers, different sales managers appoint distributers
appoint wholesalers and retailers
- Direct marketing primary objective is awareness and build image, secondary is selling
- PS, primary is selling
- Important to prospect, need to understand who is your customer, need to have
knowledge, need to talk about competition.
- B2B, B2G, B2C

LECTURE 11
TELEVESION/ BROADCAST MEDIA
NEED TO SEE:
1. PROGRAM RATING: No. of viewers
2. SHARE OF AUDIENCE
 3. TOTAL AUDIENE
- Channel audience should match brand audience

4. HOUSEHOLDS USING TV

BUYING TV TIME
1. Nepal Television
- Terrestrial channel: Satellite bina aaune
a. NTV- government owned
b. Kantipur only in ktm and purba
c. Image only in ktm
2. Satellite/ PRIVATE Television
: More than 15
a. Many local tv channels
b. Most of them news channels

RADIO
- People listen all day
- High reach and penetration
- Cost effective
- Prestige little advertisement of radio advertisement
- But effective if combine TV and Radio, high impact
- Limited communication visual is not there

BUYING RADIO TIME

- More than 200 FM Channels
- Radio Nepal is government owned
- Kantipur, Image high reach, all Nepal
- Buy time in different network and FM, program product by one FM (Syndicated). BBC in
Nepal
- Have to see which program is famous
METHODS OF BUYING TIME (TV AND RADIO)
PRINT MEDIA
ROLE OF MAGAZINES AND NEWSPAPAERS

- Not Intrusive: Can see adv at any time and for a long time. Not in digital or broadcast
media
- More important for high involvement as more specifications can be written
- Authentic print media not digital
- High readership
- Segmented and selected audience. Ex: Teens magazine for teens, New business age,
Naari, auto magazine, mom, for news and contempory issues Nepal Magazine

Classifications of Magazine
- Consumer
- Farm
- Business

CREATIVE FLEXIBILITY OF PRINT ADV

1. Bleed Page – left to right, top to bottom advertisements
2. Inserts- Samples, Pamphlets inserted inside newspaper
3. Creative Space
 4. Gatefolds-
5. Pop-ups
6. Cover Positions

TYPES OF NEWSPAPER
1. Daily
2. Weekly
Segment: general (kantiput), special audience (business) (karobar), weekly,
supplemet (kopila from kantipur)

TYPES OF NEWSPAPER ADVERTISING

1. Text Classified Ads:

These are an economical way to go about newspaper advertisements.

It just has text and appears in the classified section of the newspaper.
These sorts of ads are usually right for some job openings, matrimony,
name change, lost and found, etc.

2. Classified Display Ads:

These are slightly different from the text classified ads. As the name
suggests, they have an image that comes in the ad to makes it more
appealing. The chances of conversions with the help of classified display
ads are high, and the cost of buying a slot of a classified display ad  is
still economical when compared to its ROI. These types of display ads
are usually taken up by small brands that want to showcase their
products and services in a presentable manner to the local audience. For
example, we at Creative Thinks Media would go for such ads as we are
an advertising agency and would love to leverage the power of display.

3. Display Newspaper Advertisement:

There is no denial of the fact that display ads can take a business’
advertisement  standards to a higher level. Though these ads are
expensive but are often bought by big brands for better brand recall and
conversions. These ads are enormous and can capture an entire page of
a newspaper.

Now when you know about the types of ads, it is time to know about
the 10 Most Popular Newspapers in India. This list below will help you
in deciding which publication works best for you.

4.Printed inserts

COST ELEMENTS OF ADVERTISING SPACE

RPC (READERSHIP PER COPY)

* CIRCULATION= TOTAL AUDIENCE

1. Position- Front, back, inside page

- Jacket Page: Outside page before news, 14 Lakh one day for kantipur

PROMOTION PLAN
SOURCE
MESSAGE
CHANNEL
RECEIVER
 DAGMAR
DEFINING
ADVERTISEMENT GOALS
FOR MEASURING RESULTS
- WHILE ADV BUDGET
- ADV GOALS=SALES, MARKETING= 4P’S AND COMMUNICATION= PROMOTION
OBJECTIVE
- 4P’S KO P MARKETING
CREATIVE PROCESS

CHAPTER 8