1. 1)Review of marketing plan
1)Examine overall mkting plan
2)Role of advertising and promotion
3)Completive analysis
4) Assess environmental influences

2. Analysis of promotional program
Internal analysis
1.Promotional dept org
2.Firms ablility to implement promotional program.
3.Agency evaluation & seletion
4.Review of past programm result
External analysis 1) consumer behaiviour analysis 2. mrkt segmentation & target mrktng & market positioning

3. 3)Analysis of communication process
Analyse recever response procees
Analys source message , chanell factor,
establish comm gaols and objective.

4. 4)Budget determination
Set tentative mrtking comm. Budget
Allocate best budget

5. 5)Develop IMC programme
Advertising
Direct mrktng
Internet mrkting
Sales promotion PR
Personal selling

6. 6)Impleting comm. strategies
Integrate promotional mix strategies.
Create & produce ads
Purchase media time & space
Design & implement direct mrkting programm.
Design & distribute sales promotion material
Design & implement PR
Design & implement interactive / internet mrktng programs

7. 7) Monitor evaluate & control IMC program
Evaluate promotional program result effectiveness
Take mesures to control & adjust promotional strategies.

8. Implementation and Execution
Creative Strategy:
Implementation and Execution

9. Outline of Presentation:
Definition
Types of Appeals
Execution of Appeals

10. What is Creative Strategy?
Creativity is the “ability to bring something new into existence”.
Strategy is the term used “to gain competitive advantage over the competitors”.
“Determining what the advertising message will say or communicate” is called Creative Strategy.
Advertising Creativity is “the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems”.

11. Advertising Appeals Execution Style
To form a creative advertisement, the advertiser uses Advertising Appeals & its Execution.
The approach used to attract the attention of consumers
Advertising
Appeals
To influence consumer feelings toward a product, service or cause
The way an appeal is turned into an advertising message
Execution
Style
The way the message is presented to the consumer

12. Types of Advertising Appeals
Information/
Appeals
Rational
Emotional
Types of Advertising Appeals

13. 1.) Informational/rational appeals
Informational/Rational Appeals focuses on the consumer’s practical, functional, or utilitarian needs for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.
The content of these messages emphasizes facts, learning, and the logic of persuasion.
Rational-based appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their
needs.

14. Types of Informational/Rational Appeals
Feature: Focus on dominant traits of the product
Competitive: Makes comparisons to other brands
Price: Makes price offer the dominant point
News: News announcement about the product
Popularity: Stresses the brand’s popularity

15. Feature
Competitive
Price

16. News
Popularity

17. 2.) Emotional Appeals
Emotional appeals relate to the customers’ social and/or
psychological needs for purchasing a product or service.
Many consumers’ motives for their purchase decisions are emotional, and their feelings about a brand can be more
important than knowledge of its features or attributes.
Advertisers for many products and services view rational, information-based appeals as dull.

18. Types of Emotional Appeals
Stimulation
Sorrow, Grief
Pride
Achievement
Accomplishment
Self-esteem
Embarrassment
Actualization
Pleasure
Ambition
Comfort
Safety
Security
Fear
Love, Affection
Happiness, Joy
homesickness
Sentiment
Excitement
encouragement

20. Levels of Relationships With Brands
Emotions
Personality
Product Benefits

21. Ad Execution Techniques
Straight sell
Animation
Scientific/Technical
Personality Symbol
Demonstration
Imagery
Comparison
Dramatization
Relation to text This slide relates to material on pp of the text.
Summary Overview Creative execution is the way in which an advertising appeal is presented. As shown on this slide, there are a number of ways in which creative specialists can present the advertising message.
Use of this slide This slide can be used to discuss the various options available to advertisers for executing their ads. The slides that follow show some examples of advertisements using several of these techniques.
Testimonial
Humor
Slice of life
Combinations

22. Straight Sell or Factual Image
Relation to text This slide relates to material on p. 291 of the text.
Summary Overview One of the most basic types of creative executions is the straight sell or factual message, which relies on a straightforward presentation of information about a product or service. This type of execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits.
Hitachi uses a straight-sell execution style in the ad shown on this slide.
Use of this slide This ad can be used as an example of how straight sell execution is used in advertising to communicate product features and benefits, and appeal to rational purchase motives.

23. Scientific/technical
COLGATE ADVERTISE OF KID DENTIST KA SUJAYA NO.1 BRAND

24. DEMONSTRATION
Tide washing powder

25. ANIMATION
ZOO-ZOOO VODAFONE:

26. SLICE OF LIFE
Bourn Vita

27. TESTIMONIAL
DOVE 7 days challenge

28. PERSONALITY SYMBOLE
SHAH RUKH KHAN – Airtel & Nerolac

29. DRAMATIZATION
MENTO FRESH

30. Basic Components of Print Advertising
Headline
Words in the Leading Position of the Ad
Subheads
Smaller Than the Headline, Larger Than the Copy
Body Copy
The Main Text Portion of a Print Ad
Visual Elements Illustrations Such As Drawings or Photos
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows the basic components of a print advertisement. They are:
Headline – words in the leading position of the ad, usually are read first
Subheads – secondary to the main headline, larger than the body copy
Body copy – main text portion of the ad, getting the target audience to read is difficult
Visual elements – illustrations, drawings, and photos, used to attract attention and communicate ideas or images
Layout – physical arrangement of the various components of the ad
Once the creative approach, type of appeal, and execution style has been determined, attention turns to the design, implementation, and production of the actual advertisement. These components of a print ad must be arranged in creating the ad.
Use of this slide This slide can be used to discuss the components of a print ad.
Layout
How Elements Are Blended Into a Finished Ad

31. Headlines Help Select Good Prospects
Relation to text This slide relates to material on p of the text, and Exhibit 9-22.
Summary Overview An effective headline helps select good prospects for the product by addressing their specific needs, wants, or interests. For example, the headline of this Dell Computer ad catches the attention of business travelers, who are interested in a notebook computer with excellent performance and long battery life.
Direct headlines are straightforward and informative, and often mention a specific benefit, make a promise, or announce why the reader should be interested in the product or service. Indirect headlines rely on their ability to generate curiosity or intrigue, so as to motivate readers to become involved with the ad and read the body copy to find the point of the message.
Use of this slide This slide can be used to illustrate the most important function of a headline, which is to attract a reader’s attention and interest them in the rest of the message.

32. Ad Layout Visual element Indirect headline Body copy
Relation to text This slide relates to material on pps of the text, and Exhibit 9-23.
Summary Overview This slide displays an ad for the Volkswagen Jetta, which uses an indirect headline to encourage consumers to read the body copy. The visual element is the picture of the car itself, cleverly shot from the back to highlight the trunk, with ties in with the “Junk in the trunk” headline. The goal is to get the customer to read the body copy, in order to find out what is in the trunk.
Use of this slide Use this slide to point out ad composition and the use and tie-in of an indirect headline.
Body copy

33. Creative Tactics for Television
Sight
Motion
Sound
Relation to text This slide relates to material on page 303 of the text.
Summary Overview TV is a unique and powerful advertising medium because it contains the elements of sight, motion, and sound, which can be combined in a variety of ways. Unlike print, the viewer does not control the rate at which the message is presented, so there is no opportunity to review points of interest or reread things that were not clear.
As with any form of advertising, the first goals in creating TV commercials is to get viewers’ attention, and then hold it. It is important that the video and audio work together to create the right impact and communicate the advertiser’s message.
The video elements are what is seen on the screen, including the product, the presenter, action sequences, demonstrations, and the like.
The audio portion includes voices, music, and sound effects.
Use of this slide Use this slide to point out the interactive elements that must be considered when creating a television commericial.

34. Jingles
Relation to text This slide relates to material on pp and Figure 9-3 of the text.
Summary Overview An important musical element in both radio and television commercials is jingles, which are catchy songs about a product or service that usually carry the advertising theme and a simple message. This slide shows the jingles selected by Advertising Age, the leading trade publication of the advertising industry, as the best of the past century.
Use of this slide This slide can be used to discuss the use of jingles in radio and television as a persuasion technique. The jingle is an effective technique to persuasion as it can be very memorable and serves as a good reminder of the products attributes and benefits. Jingles are often created by companies that specialize in writing commercial music for advertising.

35. Production Stages for TV Commercials
Preproduction
All work before actual shooting, recording
Production
Period of filming, taping, or recording
Relation to text This slide relates to material on pp and Figure 9-4 of the text.
Summary Overview Once the storyboard or animatic of a commercial is approved by the client, the next step is production. This slide outlines the three stages of the production process:
Preproduction – all work that must be done before the actual shooting of the commercial
Production – filming or videotaping of the commercial
Postproduction – activities that occur after the commercial is recorded such as editing, audio/video mixing and duplicating
Use of this slide This slide can be used to introduce the production process of creating television commercials. Details of the activities at each stage are shown on subsequent slides.
Postproduction
Work after spot is filmed or recorded

36. Preproduction Tasks Preproduction Select a director
Preproduction meeting
Choose production company
Preproduction
Production timetable
Bidding
Relation to text This slide relates to material on pp and Figure 9-4 of the text.
Summary Overview This slide summarizes the various tasks to be completed in the preproduction phase of the overall production process. These tasks include:
Selecting a director
Choosing a production company
Bidding process
Cost estimation and timing
Developing a production timetable
Casting
Set construction and/or selection
Use of slide This slide can be used to discuss the many tasks to be completed during the preproduction stage of the overall production process. It is important that these tasks be completed and approved by the client before production begins.
Cost estimation and timing

37. Production Tasks Production Location Timing Talent
Relation to text This slide relates to material on pp and Figure 9-4 of the text.
Summary Overview This slide summarizes the tasks to be completed in the production phase of the overall production process. These tasks are:
Decision regarding where to shoot – location or set
Timing of shoots – night, weekends
Talent arrangements
Use of this slide This slide can be used to discuss tasks to be completed during the production stage of the commercial development process.

38. Postproduction Tasks Editing Processing Release/ shipping
Sound effects
Postproduction
Duplicating
Audio/video mixing
Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text.
Summary Overview This slide summarizes the tasks to be completed in the postproduction phase of the overall production process. Use of the slide This slide can be used to discuss tasks to be completed during the postproduction stage of the overall production process. These are the final activities to be completed prior to the release of the commercial.
Approvals
Opticals

39. Evaluation Guidelines for Creative Output
Consistent with brand marketing objectives?
Consistent with brand advertising objectives?
Consistent with creative strategy, objectives?
Communicates what it’s supposed to?
Approach appropriate to target audience?
Communicates clear, convincing message?
Relation to text This slide relates to material on pp of the text.
Summary Overview Advertisers use numerous criteria to evaluate the creative approach suggested by the ad agency. The basic criteria for evaluating creative approaches are listed on this slide. Some questions that are asked by the client to evaluate the creative approach are:
Is the creative approach consistent with the brands marketing and advertising objectives? Must also be consistent with the brand image and positioning
Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to? Creative specialists can loose sight of what the advertising message is supposed to be.
Is the creative approach appropriate for the target audience? The ad needs to appeal to, be understood by, and communicate effectively with the target audience.
Does the creative approach communicate a clear and convincing message to the customer? While creativity is important, it is also important that the ad communicates information, attributes, or features.
Does the creative execution keep from overwhelming the message? So much emphasis is placed on creative execution the sales message may be overshadowed
Is the creative approach appropriate for the media environment in which it is likely to be seen? The ad should fit into the climate, editorial, or type of reader/viewer of the medium.
Is the ad truthful and tasteful? The ultimate responsibility lies with the client.
Use of slide This slide can be used to discuss some basic guidelines that can be used by personnel on both the agency and client side when reviewing, evaluating, and approving the advertising being proposed by the creative specialists.
Does execution overwhelm the message?
Appropriate to the media environment?
Truthful and tasteful?

40. Effectiveness: Planning and development of creative marcom

41. Strategic Marketing Marcom Execution Creative Services
Strategic marketing services
Tactical marcom execution services
Creative services

42. Strategic marketing services
marketing plans
product launch plans
customer acquisition plans
positioning
product naming and brand architecture

43. Tactical marcom Execution Services
website development
search engine optimization
brochures, datasheets, case studies
sales materials and presentation preparation
enhanced direct mail programs
advertising programs
press releases
product backgrounders
trade show and event coordination

44. Creative services branding, re-branding look+feel, design language
logos
brand guides
product visuals
trade show materials and booth designs
posters
ad creation
packaging designs
copy writing 

45. The Media-Planning Process
The design of a strategy that shows how
investments in MARCOM time and space will contribute to the achievement of
marketing objectives.

46. Model of the Media Planning Process
Marketing Strategy
Advertising Strategy
Advertising
Objectives
Advertising
Budget
Message
Strategy
Media
Strategy
Media Strategy
Target Audience Selection
Objective Specification
Media and Vehicle
Media Buying

47. Measuring the effectiveness of all promotional tools and IMC.
Reach
Frequency
Weight
Continuity
Recency
Cost

48. Measuring the effectiveness of all promotional tools and IMC.
What proportion of the population should be reached with message during specified period (reach)
How frequently should audience be exposed to message during this period (frequency)
How much total advertising is needed to accomplish reach and frequency objectives (weight)

49. How should the MARCOM budget be allocated over time (continuity)
How close to the time of purchase should the target audience be exposed to the communication message (recency)
What is the most economically justifiable way to accomplish objectives (cost)

50. 1)Reach Percentage of target audience that is
exposed to an advertisement, at least
once, during a certain time frame
(usually four weeks)

51. 2)Frequency
Average number of times, on average, during the media-planning period that members of the target audience are exposed to the media vehicles that carry a brand’s advertising message

52. 3)Weight
How much advertising volume is required to accomplish advertising objectives
Three weight metrics:
Gross ratings
Target ratings
Effective ratings

53. What Are Ratings?
Ratings, in an advertising sense, simply mean the percentage of an audience that has an opportunity to see an advertisement placed in a particular vehicle.

54. Weight: Gross Rating Points
Gross rating points, or GRPs, are
an indicator of the amount of gross
weight that a particular advertising
schedule is capable of delivering

55. Weight: Target Rating Points (TRPs)
Adjust a vehicle’s rating to reflect just those individuals who match the advertiser’s target audience

56. The Concept of Effective Reach
How often does the target audience have an opportunity to be exposed?
Effective reach is based on the idea that an advertising schedule is effective only if it does not reach members of target audience too few or too many times

57. Determining GRPs in Practice
GRPs are the sum of all vehicle ratings in a media schedule
Rating: proportion of the target audience presumed to be exposed to a single occurrence of an advertising vehicle in which the advertiser’s brand is advertised

58. Effective Reach in Advertising Practice
3-10 exposures during a media-planning period (typically 4 weeks)
Using multiple media
Subjective factors must be considered

59. An Alternative: Frequency Value Planning
The objective is to select the media schedule that generates the most exposure value per GRP.

60. Continuity
How advertising is allocated during the course of an advertising campaign: how should the media budget be distributed?
Continuous advertising schedule: an equal number of ad dollars are invested throughout the campaign
Pulsing: some advertising is used during every period of the campaign, but the amount of advertising varies from period to period.
Flighting: the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.

61. Recency Planning (a.k.a. The Shelf-Space Model)
Consumers’ first exposure to an advertisement is the most powerful
Advertising’s primary role is to influence brand choice
(2) Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency

62. Optimizing Weekly Reach
Advertising teaches consumers
Influence brand selection
Messages are most effective when close to
purchase time
Cost-effectiveness of first exposure is greater
than subsequent
Allocate budget to reach consumers often
Reach target audience continuously rather than sporadically

63. Cost considerations Cost per Thousand (CPM) Target Market (TM)
CPM= Cost of ad
# of contacts (expressed in thousands)
CPM-TM= Cost of ad
# of TM contacts
(expressed in thousands)

64. Tradeoffs
Tradeoff must be made because media planners operate under the constraint of a fixed advertising budget