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What is meant by an

Ad Campaign?

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

- planned to accomplish a
specific
objective..
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.)

Next Week
Friday: There will be no class. It
is rescheduled for later.
Saturday: Case: Shell meets
Greenpeace (in polycopy)
Group 1 will present.

Indian TV Commercials that Cut


through he Clutter: IPL 2013
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,
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Kolkata, Mumbai and Chennai.

Ad Recall 2013 IPL

BJPs Ad SPEND Election


Rs 5000 crores
Campaign
Ad Campaign Theme: --- `Change

Ad Campaign Sub Theme: `Ab Ki Baar,


Sarkaar
TheModi
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.
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BJPs Ad Spend on Election Campaign


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.

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.
EXAMPL
E

Coke: Open Happiness

Ad Theme: Happiness

The Complete Family Man:


Ad Theme: ----Raymonds
Incredibly fast : BajajAd Theme: Speed
FansFur is a thing of the past. Evolve:
SocialAdvertising Message (Social
Ad Theme: Social Evolution
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Marketing)

How is the Ad Campaign


Theme Selected..?
On the basis of
CONSUMER VALUES
ATTITUDES
Identify
Consumer
Values

What are
the
Consumer
Beliefs?

BELIEFS

What are
their
Attitudes to
the particular
Product/Bran
d?
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Raymonds Ad
Ad Theme: The Complete Family Ma
Campaign Theme

Joy is the
Sub-Theme

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EXAMPLE

The GOT MILK Ad CAMPAIGN


The Prevalent Consumer Belief
Good for You.

VALUES
A TTITUDES

`Milk is

BELIEFS

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.
Competition had come in from:
Influx of Sodas, bottled mineral waters,
fruit juices etc.

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EXAMPLE

How is the Ad Campaign Theme


Selected?

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:
versus

or

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

Creative Copy: Showed the


Consumer
in needs
Heaven:
`Milkand Decide
The Agency first
to IDENTIFY
Deprivation
followedinby
THE BRAND POSITIONING
theExcess..
consumers
mind. Based on the positioning, identify an

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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

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THE AD THEME CHANGES OVER


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

Coca Cola Classic:


Official Soft Drink
of Summer 1989

1982

1986

Coke Is It

Catch the Wave


(Coca-Cola)

1987

1988

When Coca-Cola Is a
Part of Your Life, You
Can't Beat the Feeling

You Can't Beat the


Feeling

1989

1990

Official Soft Drink of


Summer Coca Cola
Classic

You Can't Beat the


Real Thing

1993

1993 1999 1999


Always Coca
Cola

How Frequently should


the Ad Theme be
Always Coca-Cola

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

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NEXT Question that


we need to address:

How Does the Consumer Process


Advertising and Promotion?

Here We Start with evaluating:


What is THE CONSUMERS RESPONSE
TO PROMOTION:
We Examine THE SIX-STEP SEQUENCE OF Advertising EFFECTS
Flow - Chart Model
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THE CONSUMERs RESPONSE TO


ADVERTISING & PROMOTION
There is a SIX-STEP SEQUENCE OF EFFECTS in ADVERTISING &
PROMOTION
EXPOSURE
PROCESSING
COMMUNICATION EFFECTS
90% 0.9 Probability 60% (.9X.6) =0.54 Probability
33% (.9X.6X.33)= 0.18
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Implications:
What is
involved for
the company?

IMPLICATIONS:

Formation of
Opinions &
Attitudes

BRAND POSITION

IN THE
CONSUMERS

MIND

TARGET AUDIENCE
(INTENTION
TO PURCHASE)
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?
70% (.9X.6X.33X.7 = 0.13 Probability

There is only 13% probability of


TRIERS from those who were initially
exposed to the Advertising.

Source: (Rossiter & Percy) 17

The CONSUMER RESPONSE TO PROMOTION


There is only 13% Probability of converting an ad into
sales

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 Inferences
eoff
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a
r
B
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ducto
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n
I
:
e
c
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omp
an you derive Infrom
c
a
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b
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these figures?

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
INFLUENCE EACH STEP IN THE SEQUENCE
FOR EFFECTIVE COMMUNICATIONS `
Source: Rossiter &
Percy See Your
Please
Polycopy Reading

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AD MANAGERS PLANNING
SEQUENCE
How is the Ad STAGES
Campaign

SIX-STEP EFFECTS

Planning
(In Reverse
Order) Connected to Six
Step Effects Sequence.

MARKETING OBJECTIVES
& BUDGET
TARGET AUDIENCE

SELECTION
Awarene
ss
COMMUNICATION Informati
OBJECTIVES
on
AND POSITIONING/ Attitude

PROFIT

SALES/MARKET SHARE
/BRAND EQUITY
TARGET AUDIENCE ACTION
/DECISION TO PURCHASE

(Or Repositioning)

CREATIVE STRATEGY
& INTEGRATED STGY
MEDIA STRATEGY

AD CAMPAIGN TRACKING

COMMUNICATION EFFECTS
& BRAND POSITIONING
Awareness
Attitude Change

PROCESSING

EXPOSURE

Through
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Media

BRAND SUCCESSES & BRAND


FAILURES

FACTORS INFLUENCING
AD CAMPAIGN EFFECTIVENESS

WHAT ARE
THE FACTORS INFLUENCING
THE EFFECTIVENESS OF AN
AD CAMPAIGN?
What are the CONDITIONS FOR MAXIMUM
AD CAMPAIGN EFFECTIVENESS
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CONDITIONS FOR MAXIMUM AD CAMPAIGN


EFFECTIVENESS

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 EXIST
You 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. Time22
Saving appliance. Check the Nature of the Product for this.

Is there Scope for Product


ItDifferentiation..?
is necessary to Increase both Product and
Brand Differentiation through Advertising.
Compare the `sparx ad with the next
two slides.

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EXAMPLE OF LOW PRODUCT DIFFERENTIATION

Low Product Differentiation in an Advertising Campaign


is a Disadvantage.
AD COPY FOR
RELAXO JOGGER

AD COPY FOR
POWER SHOES

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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
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Or

Sometimes a product may just be


ahead of its time. Example:
Frozen Yogurt.

This also may lead to the failure


of an Ad campaign.

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AD CAMPAIGN EFFECTIVENESS
How to Increase the Effectiveness
Of an Ad Campaign.

?
What are the ways to increase the
Effectiveness of an ad campaign?

Here you should apply the


criteria for maximizing ad
campaign effectiveness.

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End

THE AD CAMPAIGN DEVELOPMENT PROCESS


STAGES To Be Followed in Ad campaign Development:
AD STRATEGY AND MESSAGE DEVELOPMENT
First SELECT
THE TARGET
SEGMENT

SET THE AD
OBJECTIVES
Marketing Related
Objectives

SET THE
AD
BUDGET

Communication
Related Objectives

EVALUATE THE
EFFECTIVENES
OF THE AD
CAMPAIGN
through

End

AD
CAMPAIGN
TRACKING

FORMULATE
CREATIVE MESSAGE

AD STRATEGY
Appeals/Execution/
Layout

MEDIA
STRATEGY
Message
Selection
Massage
Scheduling in
media
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Ad Campaign
Tracking
What is meant by Ad
Campaign Tracking ?

Use of Diagnostic
measures
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AD EFFECTIVENESS
MEASURABLE VARIABLES
1. 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
COGNITIVE
2. Meaning conveyed by Visual
COMPONENT
3. Meaning conveyed by Headline
4. Meaning conveyed by Baseline

3.

AIDED RECALL
1. Thoughts about the Ad
COGNITIVE

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AD EFFECTIVENESS MEASURES
Synovate 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
1.Unaided and Aided Ad Recall.
2.Attitudinal Measuress
Ad Diagnostics Attitudinal Measures
Likeability Enjoyment

Ad
Believability

Claim
Believability
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ATTITUDE TEST (STRUCTURED)


TESTING AD COPY ON STRUCTURED VARIABLES
AFFECTIVE COMPONENT
ATTITUDE TO AD.
Use the Semantic Differential Scaling
Instrument
Rate the ad copy on a 7 point scale on items
such as
1.
2.
3.

Like
------------- Dislike
Good
------------- Bad
Interesting
----------- Not
Interesting
4.
Pleasant ------------- Unpleasant
5.
Believable ----------- Not
Believable

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MEASURING AD EFFECTIVENESS
ADVERTISING EFFECTIVENESS
MEASURES
PRETESTING

COMMUNICATION
EFFECTIVENESS

SALES
EFFECTIVENES

Opinion & Attitude Tests


Inquiry Tests in Projective
Techniques Test Marketing of the
(Ex. Rorschach
Test)
Product/Brand
Mechanical Lab Methods
(Ex. Pupillometer method)

POST
TESTING Readership/Viewership Tests Past Sales Figure Unaided
Recall (T.O.M)

Aided Recall
Opinion & Attitude Tests
Attitude Change Measures
End

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EXAMPLE OF Anti
Smoking Campaign

AD CAMPAIGN PLANNING
&
EFFECTIVENESS

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Advertising
Effectiveness

DAVP

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This is the Final Ad Copy that came out in


the Newspapers.

Combination of Positive + Negative Emotional36

David Ogilvy: on Ad
Effectiveness Testing

`The most important word


in the vocabulary of
advertising is testing. 24
out of 25 new products
never get out of test
What
do
you
test
for
in
the
ad
markets.
copy?
1.
2.

Verbal versus Visual components


of the ad copy.
Layout of ad copy components
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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
Source: Ogilvy `Confessions of
stop testing.
an Ad Man
End

It is Available in the Library.

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BRAND SUCCESSES & BRAND


FAILURES

FACTORS INFLUENCING
AD CAMPAIGN EFFECTIVENESS
WHAT ARE
THE FACTORS INFLUENCING
THE EFFECTIVENESS OF AN
AD CAMPAIGN?

What are the CONDITIONS FOR MAXIMUM


AD CAMPAIGN EFFECTIVENESS
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CONDITIONS FOR MAXIMUM AD CAMPAIGN


EFFECTIVENESS

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 EXIST
You 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. Time40
Contd
in next set.
Saving appliance. Check the NatureEnd:
of the
Product
for this.

IMPLICATIONS:
Systematic Ad Campaign
Planning is necessary.
JOHN O'TOOLE:
Creative
Strategy

On

`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'

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