Professional Documents
Culture Documents
Establish Budget
Design Communication
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Objectives
Summary of Client Briefing
Establish Budget
Design Communication
Identify Target
Audience
Determine Objectives
Who is the decision maker?
Measure Results
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Decide on Media
Mix
Design
Communication
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Audience
Determine
Objectives
Key Message & Communication
Establish Budget
Design
Communication
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Audience
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Channels of Communication
Chemist Shops
Who – Ladies of
the home
Grocery Store
TV Sports Accessory
Who – Athletes Shops
Commercials
Who – Travel Airports, Railway
Salesman Stations, Bus Stops
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Design
Communication
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Audience
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Media Budget
Media Program Length Rate Prime Time Frequency Duration Cost
Star Plus 2 Lacs / Ad 8 times a day 2 Months 9.6 Crores
TV 30 sec Ad
SAB TV 1.5 Lacs / Ad 8 times a day 2 Months 7.2 Crores
Chemist Shops 12 x 8 Ft 2 Lacs / Month 40 Shops 2 Months 1.6 Crores
Banner
Grocery Stores 10 x 6 Ft 1 Lac / Month 80 Shops 2 Months 1.6 Crores
Sports Illustrated 2 Full Cards 275000 / Page 2 Editions 2 Months 11 Lacs
Sports Magazine Cricket Today 2 Full Cards 200000 / Page 2 Editions 2 Months 4 Lacs
Sport Star 1 Full Card 200000 / Page 4 Editions 2 Months 8 Lacs
Airports 80 x 30 Ft 12 Lacs / Month 2 Airports 2 Months 48 Lacs
Outdoor Railway Stations 60 x 20 Ft 3 Lacs / Month 12 Stations 2 Months 72 Lacs
Bus Stops 45 x 30 Ft 1.5 Lacs / Month 20 Bus Stops 2 Months 60 Lacs
Total Cost 22 Crores
Note that the total cost of this is about 2.4% of operating profit of Ranbaxy (Dec-
2012)*.
Establish Budget
Design
Communication
Identify Target
Audience
Determine Objectives
Creative Idea 1 - Pain is Temporary Victory is Forever
Creative Idea 2 – Pain Makes People Change
Creative Idea 3 – AAM AADMI PAIN