Beruflich Dokumente
Kultur Dokumente
Brand filters
Is framing of brand benefits persuasive? Is expression of brand symbolism apt? Will the ad jell with target audience (language, outlook, behavior, needs)?
Communication filters
Is the ad simple and easy to grasp? Is it original and creative (dramatic, striking, strong)? Does it integrate product into story?
Production filters
How much is the cost? How long will it take to produce? How confident are we that the creative treatment would be delivered on film/ photography? Do we have director/ photographer in mind?
Key Lessons
Choosing creative is a complex multi-dimensional decision which is strategic and taken at the top. It may not be a gut decision but complexity can be managed through systematic set of decision process/ filters Brand communication rely upon drama and metaphors to persuade which are rooted in consumer culture Evaluating an ad require perceiving the ad from multiple perspectives: from the brands historic equity, from consumers cultural understanding and campaigns communication code apart from product benefits Success of a communication campaign for consumer lifestyle products rely on perceived value created by symbolism Iconic brands draw on cultural knowledge, build stories that lead culture, speak rebels voice, use cultural authority to rebuild the stories,
Creative Brief
Person Profile
Insight Current Belief and Behavior Desired Belief and Behavior Our Promise
Reason Why
Our Voice Brand Personality
ROLE OF ADVERTISING
How will the client measure the success of this advertising?
Bolero
PERSON PROFILE Whom am I talking to? Atul Sharma, 35 years of age. Lives in Jaipur. Self-made and successful. Has a marble quarry Graduate and English medium educated. English speaking. Is married with 2 kids. Kids are in English medium school. He has a computer in the house. His kids are Internet savvy. He is status conscious. Wants to get recognition from peers and family. Currently he owns a Zen. He goes to Makrana once or twice a week. Needs a second car for this purpose.
INSIGHT What is the single most relevant thing I must know about her to be persuasive? Wants a vehicle which is in his reach, yet gives him status, power and with-it feel.
Liril
Advertising Proposition
Liril provides you with the freshest bath experience ever
Territory
Freshness
The Insight?
The only time when I can be me is when I have a bath. Thats when I love to pamper my body, my face, my hair. Its almost like the world outside doesnt exist, making my fantasies come alive
Insights
An insight is a true and fresh expression of the consumers experience of the brand It presents the brand from the consumers point of view, not the manufacturers While most insights relate to the brand proposition, they may equally relate to the issue/need or reason why/support
Personal Relevance
(Yes, the other day XYZ happened to me too)
Personal Identification
(Oh yes, I could have been the woman that said that)
Connection/Involvement
(Oh yes, and)
Interest/Freshness
(Id never thought of it like that, but now that you say it)
Example
How to get it
Qualitative(Exploration, depth, feel) 1 x 1s Focus Groups In-house Visits Everyday observation
in-store watching friends/family personal experience
Diapers
Has a stay dry liner So my babys skin stays drier So my babys happier
So Im happier
So we have better times together Ad: Pampers
How does that person currently behave, and how would she explain that behavior in her own words?
He is not too keen on buying a Sumo. He wants to buy a second car to show that he has arrived in life. Also he will use this vehicle for his business travel. He is considering buying an Esteem or Qualis. "Mahindra is a down market brand. It doesn't have vehicles that are classy or stylish."
How would you like her to behave, and how would she explain that behavior in her own words?
"Finally the Mahindras have delivered something which offers real style and comfort. The Bolero has got style, comfort and is very good looking. The Bolero will add to my status. My wife ad kids will love this vehicle. My trips to Makrana will be pleasurable.
OUR PROMISE What will you say to her to affect that behavior? A stylish vehicle that makes you feel powerful and in control.
REASON WHY
BRAND ASSETS
What brand properties and equities currently exist?
Brand Personality: Tough, confident, witty, young, not married, free Manly, but not a stud. Not macho, but tough and
"Pierce Brosnan".
DI Sales Revenue
DI Sales revenue
60000
20000
21785
10000
0 79 80 81 82 83
470000
465000 460000 455000 79 80 81 82 83
Roll-on Share
Roll-on share
36 35 34 33 32 31 30 29.6 29 28 27 26 79 80 81 82 83 31.2 Roll-on share 34.2
35
34
DI Share
16 14.6 14 14 14
12
12.1
4.2
0 79 80 81 82 83
Advertising Spends
10000 9000 8000 7000 6362 6000 5000 4000 3000 2000 1000 7111 8957
6598
5762 Media Production
405
0 79 80
684
366 81 196 82 83 249
Key Issues
Whats the real Problem?
Deo market and Dry Idea What drives Deo business from consumer point of view
Client and Agency positions on the creative problem? Is the partnership going forward? What should Carol & the Bran team do?
P&Gs share in roll-on market has actually increased by 0.5 share points (table B) Dry Idea shipments about 23 million units at $50 million manufacturer's revenue at an avearge $2.18 per unit. Somewhat more expensive than the average market prices (Exhibit 4)
No brand nourishment?
Advertising to Sales ratio from 1978 to 1983 moved down from 54.1% to 12.5% whereas dry idea share has moved from 1.4% to 4.2% Share of Spends = 121 mn./ 6 mn. = 5%. Little over share of market Category spends increased by 13% (pg. 6)
Creative Problem?
1983 Copy test (advertising Pre-test) results None of the new ads match the scores of even Spokesman and the 1983 and 1984 norms on recall. All you feel is dry closer to norms but much less than Spokesman
Client Positions
None of the BBDO ads meet the norms All they care about their new commercials They havent come up with good idea in last 5 years We dont have their best people/ talent on the brand We deserve 5 share points If we had better ads, we would have better sales For all the money we give them ( in creative exploratory, research to support and of course commissions)
Agency Positions
Dry Idea Brand has no strategy All they care about sales and not long term brand image They dont give us room/ space to do our job All they care about is Spokesman If they had a solid, it would sell They are lucky to have 4 share points We dont make normal commission (15%) in this business
Gillette/BBDO partnership
Significant disappointment in brands performance and participants positions have been hardened over time Gillette ultimately holds the money and is not an equal partnership Partnership is NOT working
IMC System
Regulating Organizations
Government (M o I&B) Industry Associations (AAAofI, ASCI, Ad Clubs) Consumer Organizations
Facilitating Organizations
Advertiser
Target Consumer
The Origins
Volney B Palmer, often identified as having established the first advertising agency, was a media broker. The advertiser made his own ads, Palmer released them in Media and in the bargain actually got paid by the publishers. Advertising agencies had their origins in the media function.
In-house agency
Agency Services
Account services
The link between agency and client Managed by the Account Executive
Marketing services
Planning department may develop brand marketing startegy Research department may design and execute research programs Media department may analyze, select and contract media resources
Creative services
Creation and execution of ads Copywriters, artists, other specialists
Media Services
Media Planning & Buying
Production Services
New clients
Invitation Intelligence - Media Personal Contact Cold Call
Media Planners
Research Team
Moved to specialists
Research agencies
Research Team
Production Planner
Media Planners
Printers
Media sellers
Film producers
Film producers
Creative team Client Printers Brand team Research Corp Com Sales Marketing Account Planning
Promotion agencies
Production
Film producers
Media sellers
Media Planning
Paid for spending clients money Seen to have a plush cabin job, especially by the sales field force Like Client service counterpart, must be a jack of many trades but master of none; lots of accountability but little authority (except agencies and suppliers) Communication is important and yet a smaller component of overall mix
Role of Creative
Take creative brief Develop alternative ideas Present and sell ideas Supervise execution Ensure end product is of high quality
Role of Production
Understand the idea developed to solve the problem Find the best resources to translate that idea into execution Co-ordinate with resources and supervise execution Deliver end product on time, within budget
Agency Compensation
Agency Compensation
Media commissions Mark-ups on advertising production Labour-based fee Percentage of sales Modified commissions
Weaknesses
It ignores economies of scale in agency operations and agencies are overpaid Agency prone to propose mass media solutions even when they are not needed Agency negotiates with media and get more than 15% in some cases so clients should also squeeze. There is no difference in commissions and fees if client agrees to pay 15%
Percentage Mark-ups
17.65% markup on costs of services purchased by agencies from outsiders such as printing, photography, market research match 15% commissions on other costs
Modified Commissions
Flat rates below 15%
Between 12% to 8%.
Sliding scale
When advertising accounts are large enough to produce economy of scale for agency, use sliding scale.
Sliding Scale
14
12
10
8
Comm 2 6 Comm 1
0 0 20 40 60 80 100
Labor-based fees
Fixed Fees or Cost-plus Cost-Plus = Direct Labor cost + Overheads + Profit Strengths
Cost of agency varies directly with actual amount of service. Thus it is rational Provides client control over agency service costs
Weaknesses
Complicated and difficult to administer. Demands elaborate record keeping Intrusion by advertiser into agency management Diverts attention of client and agency from advertising to accounting This considers creation of advertising ideas to be formalized process
Performance-based
Single or multiple criteria usually sales, marketshare, awareness, perceptions Strengths
Agencys focus on IMC and not on expensive commissionable media More accountability
Weaknesses
Possible conflicts on measures Advertisings effect on sales?