Advertising & PR

Session 1

- Bedabrata Bagchi ©
 A Glance at history:
Evolution of advertising
 1835 –
William Caxtons book
Barnum and Bileys circus
ads: First print ad
billboards
1900 – Introduction to 1941 First legal
Radio and (Beginning of continental commercial
the golden age of advert) (BULLOVA WATCH)

1960-90
1472 concept of
brand mascots
such as
Marlboro man
and Tony the
1892- 1930 – Rosser Reeves kellogg tiger
Sears started first step in introduced USP
1704 First newspaper ad
personalization 1935 – George gallup
(Bolton News letter)
8000 postcards resulting introduced market
in 2000 sales research

© Tyson quick (instapageblo

 1996 – 2010 onwards all
2007– 1st I phone
1st banner – AT&T Planet Oasis launched platform targeting and
Mobile advert came
1994 first PPC CPC and CPM matrix
to smartphones)
PAID PER CLICK advert became key focus

1992
Internet 2020

1995
Yahoo became the
first web directory for
commercial business
2000:
Start of GOOGLE
ADWORDS + 2008 FACEBOOK ADS
First Mobile Ad – started
Finnish news provider
sent news via SMS

© Tyson quick (instapageblog)

 The key to advertising – The story
Find the answers to these questions and you will have your story:

 What is your brands narrative?

 What need are you trying to address?
 Why should the audience believe you?
 How does it affect their life?
 Where does your brand come in in their lives?
 What are the sentiments attached to your brand and them?
THE WHO THE WHAT THE HOW

Developing a niche. Ask yourself these questions:

• Understand what makes your brand tick

• What is your competitive advantage
• Based on this, what do you think your niche is and how do you want to develop it.
 Stages of developing a proposition for an ad campaign

Step 1 – Understand your key message

Step 2 – Understand your Target audience for

that respective message
Step 3 – Communication Strategy

Step 4 – Platform analysis and market

research
Step 5 – Goal setting

Step 6 – Budget analysis and deployment

Step 7 – Analysis
 Digital Brand Alliance Mainstream media

Social Print Media

Advertising formats
of today
Email Marketing Influencer Marketing

Event Marketing Product based formats Activations (in/out)

To be continued…
 Introduction to a campaign brief
 What is a campaign brief
 What is communication strategy for a campaign
 Parameters for a brief
 Broad sections of a brief :
• Business requirement
• Campaign objective
• Audience identification
• TG behaviour
• Key insight & proposition
• Communication Strategy
• Deliverable list
 Above the line/Below the Line

What is this “Line” ??

A concept introduced in 1954 by PnG.

A hypothetical segregation of advertisement categories basis the line of commission for the agencies
 Above the Line (ATL Advertising)

The primary concept of mass advertising. Target audience is not defined and hence is an open spectrum
advertising model. The messaging here is untargeted and the key focus is to highlight a key
product/service
 Roadside fliers/Stickers/
TV Ad
Pamphlets

OTT/YouTube broad
Billboards Newspaper/Magazine
spectrum Ad

Sports/Team
Radio
endorsements

Primary ATL formats

Parameters for measuring ATL campaigns

Reach &
Frequency Responsiveness
Positioning
 Below the Line (BTL Advertising)

The primary concept of targeted/focused advertising. Demographic/Psychographics are defined here and
hence the cost is defined by the permutation/combination selected. The messaging here is personalised
till various extends and gives a relatively higher ROI.
Email Marketing Event Marketing

Targeted ads for

Social Media Marketing PR
YouTube/OTT

Geo-targeted radio slots Digital Marketing as a

with dynamic messaging whole

Primary ATL formats

 Parameters for measuring BTL campaigns

Cost Per Click/Click Website/page/

Conversion Rates Engagement Rates
Through rates Product visits
 Through the Line (TTL Advertising)

Over a period of time, advertising has become a blend. Of ATL and BTL mixed to reach the perfect
combination, that optimises spends while giving maximum visibility on the appropriate platforms
Different Media Formats & what they mean

Owned Earned Paid

Filtercopy paying a
Other meme pages
celebrity to share
Filtercopy Page sharing Filtercopy
content on their
content
page
 Critical analysis of an ad campaign
But first, Lets first take stock of the tools at hand
(refer to previous session)

Email Marketing Digital Influencer Marketing

Mainstream media
Social Product based formats
& Print

Event Marketing Activations (in/out) Brand Alliance


The Who: here the TG is adult
demographics as its prevalent in the youth
Product: WhatsApp mobile The What: Communications the personal
application touch of the ad while highlighting the
safety aspect
(A Gauri Shinde & BBDO
collab)
Niche: Leverages the
integration into every
The How: Shows an emotional angle into
Indian mobiles handset the product usage while keeping the focus
on the targeted audience
The Story forms:
• A relation between an elderly target
audience and the one they are close
to day to day (taking into account that
they removed the obvious which is
their children/spouse)
• This signifies continuous
communication
• The person shares her drawing.
Which weaves into account the
software capability given that elderly
loves to share their lives at that stage
• Emotional overspill: This hints at the
sentiment which will result in usage.
This means that whenever a person
out of the demographic sees this ad
they will have the impulse to connect
with not only their parents but also
elderly in their contact list thereby
promoting usage in the targeted age
bracket
 Intro into Communication Strategy…

Now that we know our audience :

Lets understand their behaviour

Who is the audience of this What do they do What are the touchpoints I
Where are they
ad throughout their day can leverage?
 Based on the identified audience what kind of tools do we want to
leverage to promote this ad?

Email Marketing Digital Influencer Marketing

Mainstream media
Social Product based formats
& Print

Event Marketing Activations (in/out) Brand Alliance

To be continued…
 Introduction to Ad Agency/ Agency management

Key factors

Thought process &

Perception Communication Reliability & Trust
ideologies
 Types of Ad Agencies
Full Service (DDB/Ogilvy) Digital (Interactive Avenues)

Activations (Wizcraft) Social media (Glitch)

Creative Boutique (The Design Hut) Traditional (FCB Ulka – now FS)

CRM Agencies (Kenscio) TextLocal (SMS/text formats)

PR Agency (Adfactors PR)

Full Service (DDB/Ogilvy) Digital (Interactive Avenues)

A complete range of offerings that address all possible A company that focuses on creating everything in the
purposes/requirements of any and all clients and are online space. Their primary focus lies in building the
capable of taking any campaign that the brand onboarded brand in the digital forum while keeping in mind the
might entail. Some the areas included under a full service master objectives of the brand. (Often subcontracted by
agency would be: FS Agency). Areas would include:
• Ad films • SEO/SEM
• Communication strategy development • Web/app design & development
• Brand campaign – 360 • Lead generation via digital channels
• Social media management • Autimations
• Content development • Search ads/ Booster campaigns for search ads basis
• Web/product commn’ development CPC/CPM Matix
• Design
• Digital, etc. This agency format is used when brands are trying to
reach a very specific set of audience and want to
This form of agency is used when a client needs an end to leverage advance targeting techniques.
end solution
Activations (Wizcraft)
An activation based agency has one purpose.
Create experiences.
This agency format creates out of home
and even online experiences that resonate
with what a brand wants to do.
(example)
Social Media (Glitch)
A team of content developers and optimisers who via
different sub channels are to develop the social media
presence of a brand with platform based expertise.
They may be focused on a singular platform or might be
multi focused.
They are a good fit when the only requirement is platform
based or to create a presence on one or more platforms
Creative Boutique (The Design Hut)

When you need only creative communiations to be made

and need specialised designs. This the format for such
cases. Traditional (FCB Ulka – now FS)

For when you want to market on traditional formats such

as TV, newspaper, radio slots etc. Here the parameter is
who can give you the best media buying costs

CRM Agencies (Kenscio)

When an agency is needed to build effective
communication channels for a brand to communicate
with its customers and in certain cases its
internal/external stakeholders.
TextLocal (SMS/text formats)

When a brand needs to set up communications with

internal/external stakeholders only on a push content
format targeting only mobile usage. Cost effective &
flexible format (regulated format of advertising)
 Intro into Account Management

Who is an account
Why the need for What to expect of Account What to expect FROM
manager and
segregation of AMs? Managers Account Managers
what do they do?

Types of accounts: One time (tactical)/Ongoing

 Process Implementation (for tactical campaign) : If you are the agency

Get a clarity on Set Lead/Lag

Move on to executing the campaign
Client Pitch to On the clients Define functional indicators for the
(Refer to initial 6 stages of campaign
boarding business areas aforementioned
development)
objectives goals

Understanding the
brand Understand the Set up
(Its tone, TG/ strengths and Set objective parameters for
demographics/psyc weaknesses of based goals measuring
hographics, user the client success/Failure
behaviour )
Partnering with the right Agency: Process Implementation if you are THE CLIENT

Define functional
areas (What Finalise creative Budget allocation
Selecting the Define business route and & platform wise
space is the
right pitch objectives forms of investment
agency supposed
to fill) communication breakdown

Define and agree Set up

Finding a partner Build and agree Move to
on short term parameters for
who understands on the narrative campaign
your vision and long term measuring
to be portrayed executuon
goals success/Failure
What is a Campaign Brief?

A creative brief, simply put is an agreement. A brief is supposed to have a very singular function. “Set
expectations”

It’s a document that chalks out the ‘pre-narrative’. It answers the following questions to set context for the
advertising exercise:
Who is the brand?
Why do they do what they do?
What is the RTB (Reason to believe)
What can be classified as the key message
What will be the parameters for measurement (and so on..)
Broad sections of a brief

Business Requirement Campaign Objective Audience Identification TG & TG behaviour

Key Insight & Communication

List of deliverables
proposition Strategy
To be continued…
“I want to speak to the youth of the nation and I want to be
upbeat and communicate with them in texting lingo and tell Creative Strategy
them to try out this new gaming app”

“I want to activate audience on FB/Insta and make them come from that
Communication strategy app to play store to download my app and then from there lead in to app
store on my page. I also want to run ads on other games and make them
download my game”
 Creative Strategy & Communication Strategy

The correlation

Instance 2: Instance 3:
Instance 1:
Platform + Idea determines the Communication determines the
Idea determines the platform
communication creative strategy

Inefficiency or failure happens when there is lack of clarity on what you want to
be doing, or when you try to do it all at once.
 Example of an effective Creative & Communication strategy

Product: E-commerce marketplace

Objective: showcase ease of purchase and range

TG – Anyone with a smartphone pan India Which makes ATL the “Primary”

Formats: TV ad series (with the objective to communicate Meeting the objective: So easy to use, even kids can use it
usability) like adults…..(any guesses on what brand we talking about?)
 Flipkart ad campaign (Creative Strategy)

The Flipkart campaign by Happy Creatives (Currently under Dentsu Network)

• Addressed the core objective of highlighting ‘ease of use’, while parallelly creating an asset that can be moulded to any
format
• Content can be made as per this asset for any medium possible
• All sale related communications can be formed with the same recall of ease of use and ease of purchase
• In this case: Objective > Idea > Platform (mainstream media – TV first ) – developed a brand asset once the idea clicked.
For next weeks presentation:
• Product
• Business Objective
• Campaign Objective
• Audience Identification
• TG & TG behaviour
• Key insight and proposition
• Creative Strategy (Story/Narrative)
• Communication strategy
• List of deliverables segregated on the basis of platforms
• Parameters for Success/Failure
• Lead and lag indicators
 Now that we have our
communication strategy

Lets get to the Media Plan of the selected formats as per our creative/communication strategy

Lets explore 3 samples with their

respective media objectives
 Sample 1 – conversion focused

40% Digital 20% Social

10% TV

10%
20% Influencer
Activation/Outdoor
 Sample 2 – Brand focused

10% Digital 10% Social

50% TV

20%
10% Influencer
Activation/Outdoor
 Sample 3 – Experience/engagement base

20% Digital 20% Social

10% TV

40%
10% Influencer
Activation/outdoor
 Ref to Slide 27 (What are the products in play)

Email Marketing Digital Influencer Marketing

Mainstream media
Social Product based formats
& Print

Event Marketing Activations (in/out) Brand Alliance

 PR – A fundamental idea
‘A very simple definition: How do people perceive you’

 What comes to mind when you think of TATA?

 What comes to mind when you think of State Bank of India?
 What comes to mind when you think of SBI vs ICICI ?

The reason these perceptions come is the years of reputation management and tactical brand
decisions.

Most critical term in PR is “Optics”, which simply put is a simple question :

“How will this next action make me look”

 Reputation Management
 Every brand has a perception in their consumers mind. It can be good bad or in some cases absent.
 This perception forms with the sum total of external and internal communications and how your consumers
experience the brand
 The reputation of a brand comes from the communications they roll out,
 the way they work with their clients and partners in reality,
 The experience of the product online and in actuality
 After sales service and preference driven approaches
 Employee word of mouth extremely critical
 Executive reputation management can alter public perception
 ORM or Online reputation management, refers to the association of brands with the right content. (Eg:
associating with a tobacco brand is not good optics for a health factoring brand etc.)
 Crisis Management
 What went wrong in the Maggi 2015 fiasco
 They went in legal way where they were putting together data to prove their innocence but the
public started believing that silence was admission of guilt
 Appeared as an arrogant brand due to data based approach. No consumer engagement.
 New campaign: ‘Humari maggi safe hai’ to reassure their consumer base

Crisis management is how a brand reacts to a dire situation and what are the investments they
make to make sure the public perception of the brand is not negative.
 Thank you
(This presentation is for academic circulation of NMIMS E&FB batch of 2021 only and not for external circulation)

©Bedabrata Bagchi
General Manager - Marketing – Artium Academy Pvt Ltd
Founder & Silent Partner– The Learning Corporate (thelearningcorporate.com)
Co-founder & Silent Partner – Adri Consulting Group (adriconsultinggroup.com)
Contact: bedabrata.bagchi@gmail.com | bedabrata.b@thelearningcorporate.com
+91-9769553357