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CBM - Client Management

CBM - Client Management

CBM - Client Management

In a laymans language, its a MOU between the client and the agency. A document that covers you and proves the legitimacy of your judgments and actions. The foundation stone of ANY campaign.

CBM - Client Management

CBM - Client Management

Constituents of a brief:. Primary Aim


This is just one statement that defines the purpose of your communication. Product Launch Corporate Launch A bank launching its credit card A cooking oil coming up with a new SKU Pizza Hut opening a new outlet

CBM - Client Management

Key Objectives
Every other thing that you desire your campaign to deliver. Encompasses a certain message. Communication of added features, unchanged quality etc. Launch of cooking oils SKU is the primary aim, however, the communication would also say that the quality is unchanged. Making sure that less price doesnt depict youre compromising on quality.

CBM - Client Management

Secondary Objectives
This remains unchanged across all communications. Every campaign has a non stated, unsaid objective. Increment of sales the underlying principle of secondary objective.

CBM - Client Management

Bulls Eye
Target audience you intend to hit directly. It can be divided into two categories:
Physical Emotional

CBM - Client Management

Target Audience - Physical


Geographic Area

Income Group
Gender

Age Group
SEC Social Status

CBM - Client Management

Target Audience - Emotional


Key Problems Specific habits

CBM - Client Management

Secondary Audience
A certain group of people you are hitting indirectly. This can also be classified as above: Physical & Emotional.

CBM - Client Management

CBM - Client Management

Unique Selling Proposition


This is a global equity statement.

This symbolizes ONE key benefit your brand has. One statement with which your brand is associated.

CBM - Client Management

Rational Proposition

Tangibles that you are offering other than your competitor.

CBM - Client Management

Emotional proposition

This directs to the key emotions that the brand is using as its platform.

CBM - Client Management

CBM - Client Management

Platforms
A place from where you declare your positioning out loud. Famous ones are cricketers, celebrities, youth etc.

CBM - Client Management

Physical Elements
Physical features, a brand is offering. Can be a certain logo, shape or even color.

Mobilink Indigo.

CBM - Client Management

Emotional Elements
Refers to the emotion, you are targeting in your communication. If using a family platform, then a fun filled dinner moment is an emotional element.

CBM - Client Management

CBM - Client Management

TV
Terrestrial PTV, PTV World Satellite GEO, HBO, Star Network

Cable World Call, MPC

CBM - Client Management

Print
Dailies

Weeklies
Monthlies Bi-Monthlies

CBM - Client Management

Radio
FM Non FM

CBM - Client Management

OOH Out of Home


Conventional hoardings / billboards Pole signs Directionals Banners Shop signs Gantries Building wraps Auto wraps LEDs

CBM - Client Management

POS Point of Sale


Premises based mobiles, buntings, floor graphics Off Premises posters

CBM - Client Management

Non-Traditional Media
Internet ads

Kiosks

CBM - Client Management

CBM - Client Management

Event Based

Non calendar events

Calendar events

CBM - Client Management

Non Event Based


Stalls

Merchandising

CBM - Client Management

Market Consideration
Seasonal Effects

Distribution Problems

CBM - Client Management

Creative Consideration

Tone & Manner language / emotion

Brand image image a brand carries(friendly, fun loving)

CBM - Client Management

Budget

Upward break up

Downward break up

CBM - Client Management

Media Monitoring

Direct competitor

Indirect competitor

CBM - Client Management

CBM - Client Management

Single Minded Proposition


One statement that your brand stands for.

This should be communicated through all mediums and all vehicles.


Core value of the brand. Thanda matlab Coca Cola. Sab se gaarha doodh Haleeb.

CBM - Client Management

Timeline
Agreed upon deadline. Strategies and timelines are the Himalyas of marketing.

CBM - Client Management

Positioning
Perceived value of the brand. The way you want others to think of your brand.

A transparent positioning is the essence of a successful campaign.

CBM - Client Management

Associations
A similar concept that interlinks with physical equity. This is what a brand correlates itself with. Again, could be a particular color, music, music.

CBM - Client Management

Key Fact

one statement, defining current market situation.

Problem
Objective Key Benefit Support

precise definition of a problem from the customers perspective.


comes from the problem, or what do you want the advertising to do. a promise/benefit to overcome the problem and meet the objective. to your promise/benefit.

CBM - Client Management

Tone Audience Competition Mandatories

how do you want the message to be delivered.

who are we talking to. competitors products/services. logos/jingles.

Conclusion
CBM - Client Management