SESSION I M C -003

1- SESSION ONE- MEANING OF I

MC
2- DISCUSSION ON VARIOUS
INTERNACTIONS WITH HELP OF
GRAPH- INITIATED BY COMPANY
OR BY CUSTOMER
3- SESSSION TWO- ROLE OF
MARKETING IN I M C- BRAND
BUILDING IN TIMES OF
RECESSION- AK 47, PATANJALI- WILL DISCUSS IN
MORE SESSIONS
4- SESSION -003- AD AGENCY
STRUCTURE AND ORGANIZING
FOR ADVERTISING AND
PRPMOTION
5- Mistake 1: Not Understanding the
Clients Business or Economics

Not Enough Keyword and

Competitive Analysis
direct business competitor
SEO competitors (websites who rank for important keywords but arent necessarily
a direct competitor).
Using a Generic Proposal Template
Client Communication and Reporting the Wrong Metrics

67- Prashant kishore- poll

strategist- in Punjabdifferences with congress
leaders
8- TENDENCY OF CLIENT
( MARKETER ASKE FOR FREE
ADVICE FROM ADVERTISERS
OVER AND ABOVE ON
PREPARATION OF ADS
9- AD AGENCY- AN AD MAN IS A
MAD MAN!

10- LOTS OF EGOS- BOMBAY

CLUB- DOMINATION OF
CONVENT EDUCATED ENGLISH
SPEAKING PROFESSIONALS.
11- NOW SWANAND KIRKIRE,
PRASSOON JOSHI PIYUSH
PANDEY SMALLER TOWN
/VERNACULAR SPEAKING
PROFESSIONALS- DR RAJANMATUNGA RAJAN
12- CHAGES- FRAGMENTATION
AND ALSO CONSOLIDATION
13- GLOBAL AGENCIES TAKING
VOE LOCAL ONES
14- PROFESSIONALS SPLIT AWAY
FROM AN AGENCY AND START
THEIR OWN TAPROOT- HER
KE FRIEND ZARURI HOTA HAI/
JO TE HAI WHO MERA HAI

15- KEY PERSON TAKES AWAY AN

ENTIER TEAM
16- RISE OF SPECIALIST
AGENCIES FOR COLLATERAL
SERVICS- ONLY OOH/ONLY BTLIN RURAL
17- ISSUES OF CENTRALIZED
BERSUS DECENTRALIZED18- MONDOLEZ TAKING VOER
CADBURY
19- AD WORK GOES TO OTHER
20- MNC TAKING OVER A
CCOMPANY
21- OWN BRAND GIVEN
IMPROTANCE LOCAL BRANDS
NEGLCTED
22- FULL SERVICE
AGENCIES/CREATIVE
BOUTIQUES

23- EVALUATION ISSUES- NO

MORE 15%
24- AGENCIES READY TO WORK
ON MUCH LESSER PERCENTAGE
TODAY
AGENCIES LOOSING CLIENTS
majority of cases agencies lose
clients for reasons totally beyond
their control.
International account
realignments are also among the
most common reasons for
agencies losing accounts and
probably among the most
frustrating

intellectual capital of the agency

is simply on another and much
higher plane than that of its client
PepsiCohadalongrelationshipwith
Batten,DurstineandOrson,alsoknownas
BBDO,datesbacktothe1960's.After
severaldecadesPepsiCodecidedto
terminatetherelationshiptheyhadwith
BBDOwithsomeoftheirproducts.AsI
said,BBDOstillhandlestheadvertising
forsomeofPepsiCola,specifically
MountainDewandSierraMist.
ThereasonwhyPepsiCodecidedtojoin
otheragenciestomarketsomeoftheir
brandsisbecauseBBDOwas
underperformingwiththosebrands.
PepsiCoandothersoftdrinkbrandshave

sufferedinrecentyearsduetocustomer
perceptionsofsoftdrinksnegatively
effectingsales
FAITH OF CLIENT ON AGENCY- DR
V KURIEN- DID NOT LIKE THE
CONICAL SHAPE PACK OF AMUL
MIL TETRA PACK
EXPRESSED HIS OPINION BUT DID
NOT FORCE CHANGE
BHARAT DABHOLKAR- PACK OF
COCONUT OIL- REJECTED BY BROIN LAW OF OWNER
NOT ACCEPTED BY THE OWNER
SUNIL GUPTA- LIKFE AT JWTJHANDEWALANTHOMPSON

CLIENT IN CHANDIGRHCONVINCED HIM

CAMPAIGN IS LIKE A CHILD
NURTURING FOR FIVE YEARS
IMPORTNT
WON OVER CLIENT AGAIN

1- POOR PERFORAMNCE OR
SERVICE
2- COMISSION ISSUES

3- UNIQUE DESIGNSTIONS
HUNTERWALI4- CHIEF HAPPINES OFFICER
5- BRAND SMITH
6RIGHT BRAIN AND LEFT BRAIN
OFFICER