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What is Advertising?
Advertising, generally speaking, is the promotion of goods, services, companies
and ideas, usually performed by an identified sponsor.
Who is an advertiser•Small scale advertisers•L arge-scale advertisers
Advertisers differ according to the markets they serve,
•Goods and •Services they produce, and the media they use.
Advertisers can be distinguished according to whether they are predominantly
• consumer,• Industrial • Retail advertisers
What is an advertising agency?It is an independent organization of creative people and
business people who specialize in developing and preparing advertising plans, advertisements, and other promotional tools.
Reasons for advertising• Increasing the sales of the product/service• Creating and maintaining a brand identity or brand
image.• Communicating a change in the existing product
line.• Introduction of a new product or service. Increasing
the buzz-value of the brand or the company.
The functions of an advertising agency:
• To accelerate economic growth and create public awareness
• To provide a total, professional, experienced service which is very personal in its nature
• To take the advertiser's message and convert it into an effective and memorable communication
Different types of advertising• Print• Broadcast• Outdoor• Covert• Surrogate• Public service• Celebrity advertising
Indian advertising industry
•The Indian advertising industry is expected to grow to 61% by 2010 (with advertising spend climbing to Rs. 36,731 crore)
•The industry offers a host of functions to its clients that include everything from start to finish that include client servicing, media planning, media buying, creative conceptualization, pre and post campaign analysis, market research, marketing, branding, and public relation services
Major advertising agencies in India•Ogilvy & Mather
•Rediffusion-DY&R
•FCB Ulka advertising Ltd• •Mudra communications pvt Ltd
•Mc Cann-Erickson India Ltd
•Rk Swamy advertising Ltd
•Leo Brunette India pvt Ltd
•Contract Advertising pvt Ltd
Introduction of the Company•Inception– Incorporated in India in August 1928 under the name of DJ Keymer& Co. Ltd– Ogilvy & Mather was launched in New York in 1948 by David Ogilvy• Global Scenario– Subsidiary of WPP Group plc– 11th Top agency in the World
David Ogilvy's philosophy
•You cannot bore people into buying yourproduct. You can only interest them inbuying it.•Encourage innovation. Change is ourlifeblood. Stagnation our death knell.•In the modern world of business it isuseless to be creative unless you can sellwhat you create•To be valued by those who most valuebrands
Indian Scenario– 1st Advertising agency in India– Exec Chairman & NCD- Piyush Pandey– Growth rate of 23% in 2009– Local perspective in accordance with Indian Culture
-Ogilvy & mather have created some of India's most successful brands like Asian Paints, Cadbury, Fevicol,Perfetti, Hutch, Close Up and many more.
North America
Caribbean
Latin America
Africa
Western Europe
Eastern Europe
Asia
Australia
Middle East
Delhi
Mumbai
Kolkata
Hyderabad
Bangalore
Chennai
Ogilvy helps in creating a 360 degrees brandThe subsidiaries -•Ogilvy advertising•Ogilvy one•Ogilvy pr •Ogilvy action: India’s pioneering and full service out of home communication unit•Ogilvy landscape: India’s largest outdoor media specialist•Ogilvy outreach: India’s first and largest rural communications unit•Ogilvy live: India’s leading agency for events and promotions•Ogilvy signscapes: India’s complete retail design unit •Ogilvy interactive: India’s leading marketing online company
The 360 degree brand stewardship butterfly:
Departments
AD Agency
Core Functions
Client Servicing
Account Planning
Creative
(Art & Copy)
Media
(Planning & Buying)
Non Core Functions
Studio Operations
Productions
(Print/Television/
Radio/Outdoor)
HR
Finance
Legal Administration
Account servicing department
Creative department
STAGE WORK PERFORMED AT STAGE
Briefing Stage
Briefing from the client Internal briefing to the creative and media Any research briefing if required
Creation Stage
Ad campaign and media plan development Internal review and finalization Presentation to client and approvals Any pre-testing if required
Stages of an advertising process
Production Stage
Budget and estimate approvals Production of film, press ads,
collaterals Media Scheduling and media booking All release approvals for creative &
media
Post Production Stage
Material dispatch to media Media release monitoring Any post-testing if required Billing and collection
Client – Agency Relationship
•Background •Objective – (Where do we want to be)•Target Audience – (Who we are talking to)•Product Proposition – (how do we get there)•Key message-(what we are trying to tell the customers)•Desired consumer response-(what is to be achieved)•Product details•Mandatories • Media requirements:•Timliness
A good brief
Stages of client servicing
Client Brief
Internal Debrief
Brainstorming Agenda
Creative Follow-up
Finance Follow-up
Client Contact
Draft Submission
Approval/Feedback
Estimation & Advances
Final Delivery
Production Release
Monitoring & reporting
Billing Closure
Filing
Client-Vodafone
•Vodafone Essar started its operations in India in 1994 and is under the Vodafone Group. Mumbai. . Vodafone Essar is owned by Vodafone 67% and Essar Group 33%.
• It is the second largest mobile phone operator in terms of revenue behind Bharti Airtel
•The company Vodafone Essar has its operations in 23 telecom circles of the country, which covers around 86% of the customer mobile base in India.
•The company offers both postpaid and prepaid GSM cellular mobile coverage all across India, 2G &3G services and also offers voice and data services.
•Vodafone Essar Limited has received many awards over the years such as the Best Mobile Service in India, Most Effective and Most Creative Advertiser of the Year, and Most Respected Telecom Company.
•The company Vodafone Essar Limited's chairman is Asim Ghosh, vice chairman is Arun Sarin
From the initial MaxTouch over a decade ago, the brand was converted into Orange in 2001.Later, it was made Hutch elsewhere and Orange in Mumbai. Following this, in 2005, Hutch moved away from its orange- coloured logo and went (simultaneously, Orange, too, was integrated into Hutch in Mumbai). all pink
Now once again it has gone through a change and this time along with the color the brand logo has also changed.
On September 20, 2007 Hutch becomes Vodafone in one of the biggest brand transition exercises in recent times.
Vodafone Essar has spent somewhere in the region of Rs 250 crores on this high-profile transition
Helping our customers make the most of their time
Red Rock Solid Restless
Passionate Trustworthy Creative
Emotional Direct Inspiring
Appreciated Confident Inspired
...so our customers spend more time with us
We are
by being
thereforeour voice is
so ourcustomers feel
•Passion for customers: "
•Passion for their people: "
•Passion for results: "
•Passion for the world around : "
Brand Values
33
The Marketing Framework is the cornerstone of their Brand Strategy
Why are they here?
Helping our customers make the most of their time
Where arethey going?
We will be the communications leader in an increasingly connected world
What do they do?
Creating & delivering unbeatable experiences through……
How do they do it?Being Red, Rock Solid, Restless
BY
BY
BY
Brand identity Identity or ‘image’ of a company is made up of many visual devices:•A Logo (The symbol of the entire identity & brand)•Stationery (Letterhead + business card + envelopes, etc.)•Marketing Collateral (Flyers, brochures, books, websites, etc.)•Products & Packaging (Products sold and the packaging in which they come in)•Apparel Design (Tangible clothing items that are worn by employees)•Signage (Interior & exterior design)•Messages & Actions (Messages conveyed via indirect or direct modes of communication)•Other Communication (Audio, smell, touch, etc.)•Anything visual that represents the business.
Logo
Vodafone logo is in red n white. Vodafone logo is one of the best examples of a global logo that features a QUOTATION MARK within the circle depicting “O”. The “O” in Vodafone logotype features OPENING & CLOSING of quotation mark to reflect conversation.
ZOOZOO•November 2008•Client-Vodafone•Agency-O&M•Creative Director-Rajiv Rao•Brief-create simple uncommon characters,link characters through multiple ads in a campaign.•Name-fun,memorable ,catchy,easy to pronounce•Objective- to promote the VAS services.
MAKING OF THE CHARACTER
WHAT DO THEY LOOK LIKE?
The first thing that comes to your mind when you see them
scampering around,they are drop dead CUTE! They are
scrawny, white creatures with egg like heads.
.
• They live a simple life.• Zoozoos have a language of their own.
• They seem to possess human-like emotions.• They have very big frowns, smiles and grins.
ZOO ZOO CHARACTERISTICS
Why The Name Zoozoo ?
Rajiv Rao, executive creative director, South Asia, Ogilvy India, says there is no apparent reason for naming these
Vodafone stars as Zoozoos.
According to him - "The name just had to be something fun, memorable and catchy, and nothing too clever or
difficult to pronounce"
Ogilvy ads were shot in South Africa by Prakash Varma of Nirvana films
Above the line
• Television• Radio• Newspaper• Outdoor
Below the line • Social networking sites• Merchandise• Aeroship• Contests
Online-Vodafone has taken ZooZoo beyond advertising. The fanclub in the facebook page of ZooZoo has already touched 632,372 and counting. The brand has come out with interactive quizzes. There are also
postcards
Vodafone Aero ship
TV commercial
Zoozoos
Approaches in Advertising
•Positioning approach
•Unique selling-proposition approach
•Brand image approach
•Psychological approach
Gattu Pug Zoozoos