ADVERTISING Revision Notes
Table of Contents
Chapter 1................................................................................................................................1
Chapter 2................................................................................................................................2
Chapter 3................................................................................................................................5
Chapter 4................................................................................................................................6
Chapter 5................................................................................................................................8
Chapter 6................................................................................................................................9
Chapter 7..............................................................................................................................10
Chapter 1
Meaningful Advertising:
1. Redefining the way you look at your TG.
2. Understanding consumers as humans with problems, not demographics
3. Create purposeful brands
4. Two way engagement, not one way ads. Rather bring your brands purpose through tangible
initiatives/acts of engagement
The best marketers tune their thinking in a way that have a knack to find unmet needs/problems/white
spaces and develop brands based on them.
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering and exchanging offerings that have value for customers, clients, partners, and
society at large. IT IS AN INTELLIGENT WAY OF DOING BUSINESS. COMMUNICATE/DELIVER/EXCHANGE
THINGS THAT PEOPLE ACTUALLY VALUE/ THAT THEY NEED.
Advertising, the techniques and practices used to bring products, services, opinions, or causes to public
notice for the purpose of persuading the public to respond in a certain way toward what is advertised. It
involves bringing to life your marketing strategy in the form of communicating your brand proposition to
your consumers/stakeholders.
Advertising is not just about making fancy ads with primary decisions being celebrity, appeal and
production quality. It is MARKETING IN PRACTISE.
Advertising is an element of the Promotion Mix.
Integrated marketing communications management the process of planning, executing, evaluating, and
controlling the use of the various promotional-mix elements SYNERGETICALLY to effectively
communicate with target audiences.
ADVANTAGES OF AN IMC PLAN:
1. CONSISTENCY AND SINGLEMINDEDNESS OF A BRAND IS MAINTAINED.
2. Different channels work effectively to work on different goals linked with a single
strategy/message i.e Digital post might help create awareness or engagement, Personal selling
helps consumer act towards the purchase.
3. Helps focus on strategic goals by uniting all efforts.
Chapter 2
KEY DEPARTMENTS/FUNCTIONS:
1. CS/ACCOUNT MANAGEMENT
2. CREATIVES
CREATIVE TEAM
DESIGNERS
COPYWRITERS
3. STRATEGY
Types of agencies
1. Creative
2. Digital
3. Media
4. Activation
Agency Renumeration Plans
1. Retainer+ Commission
Retainer is a lumpsum monthly fixed number which is calculated based on your scope of work and the
number of people dedicated to your account, the % of their time spent on your account and their
salaries.
Example: Rs 1 million retainer +2% commission on media volume.
It is good when you 1) Have a predictable volume of work 2)Frequency of new deliverables is higher.
2. Tariff
Tariffs are rate cards for different jobs you want to get done. Every activity has a separate rate and you
are only charged for the work you get done.
It is good for companies that have unpredictable or low amounts of work per year.
Types of briefs
1. Project Creative brief
The project or assignment brief links when a brand positioning is already set.
It refers to the brief of a particular initiative or campaign
2. Brand template/long term brief
Brand template briefs are documents you fill collaboratively when you are doing a positioning workshop
or defining the long-term positioning for the brand.
The TUB model
A process that incorporates category realities and challenges while translating brand equities in a
creative manner.
What is a digital marketing KPI?
Digital marketing KPIs are measurable values that a marketing team uses to track whether or not they
are achieving their objectives. KPIs are laser-focused on a target or objective, like increasing revenue or
website referral traffic, and outline the goals and activities to achieve it.
Chapter 3
Market segmentation is dividing a market into distinct groups that
1. have common needs
2. will respond similarly to a marketing action.
The more marketers segment the market, the more precise is their understanding
of it. But the more the market becomes divided, the fewer consumers there are in
each segment. Thus, a key decision is, How far should one go in the segmentation
process? Where does the process stop?
GOOD SEGMENTATION TRANSLATES INTO EFFECTIVE ADVERTISING THAT DRIVES GROWTH!
Criteria for good segmentation
1. RELEVANT
2. SUBSTANTIAL
3. ACCESSIBLE
4. ROI driven
CATEGORY ANALYSIS
Learning to analyze the category, key trends, gaps are EXTREMELY important to be a good marketeer.
Key questions to probe
-Is the category growing or declining? Why?
-Which players occupy which needs/segments
-What unique propositions do they hold?
-What is our brands competitive advantage/USP
-Are there any unmet needs or gaps in the category my brand can focus on?
-What are potential growth avenues in terms of new verticals/products and segments
-Can I recontextualize the strength of my product in a manner that’s more relevant?
Key components while evaluating any category
1)State of the category (growing/ declining/stagnant) and reasons
2)Competitive analysis (key spaces/segments and propositions)
3)Own competitive advantage/USP
4)Unmet needs/Growth white spaces
Chapter 4
Brand positioning is about owning a unique perception in the mind of the target consumer.
A brand positioning statement is a description of your target market that also includes a holistic picture
of how you'd like your brand to be perceived by customers (Simply put, this statement is the who, why
(does the brand exist), and how of your brand's identity)
What is Brand Positioning (3 key elements)?
1. WHO(TG/Segment)
2. WHAT (Product USP and RTBS)
3. WHY(Unique role or purpose)
A BRAND IS A SINGLE IDEA IN THE MIND OF THE CONSUMER.
AND A SINGLEMINDED AND DIFFERENTIATED BRAND POSITIONING IS ITS LIFELINE
Chapter 5
A fact is defined as information without stating the UNDERLYING reason or WHY
A insight is data or facts that also showcase the why/ a strong reason or emotion.
INSIGHT= FACT+WHY (REASON)
Key to developing strong insights is to understand
PEOPLE AND THEIR BEHAVIOR. WHY DO THEY DO WHAT THEY DO.
Cultural dogmas can also serve as very strong barriers for brands to grow in certain markets.
Identifying insights to address them can help brands make inroads in a market.
Observational research is also a strong tool to gather insights.
One such simple yet powerful way of conducting observational research is CONSUMER JOURNEYS.
Consumer journeys involve going out with a person and mapping out the entire process of their
purchase cycle.. From the time the need to buy something arose, to evaluating choices, going to the
retail/online store and making a purchase.
You map out their thoughts and their feelings for the entire process and find out gaps wrt the brand or
category.
Chapter 6
1. Source of Business
Definition: Product/Service or brand you are trying to drive share from.
• Most lucrative in terms of conversion potential
• It maybe the dominant product and service form in a category you are trying to disrupt.
2. Pain points/ drivers for conversion
• The weak areas for competition. Should also be important drivers for consumer
3. OWN USPs vs SOB Pain points
The strategy adopted in tactical advertising
Chapter 7
Customers who want to buy your products are now becoming audiences who want to hear your story.
Content Plan Elements
Guiding principles to create good content
1. Know what problem you're trying to solve
Define your brand's priority objectives on YouTube. What role do you want
your videos to play in the marketing mix?
Building awareness
Will users be able to recall and recognize my brand, product or service
after watching the video?
Influencing consideration
Will users consider purchasing my product or service after watching this
video?
Driving online or offline sales
Will users be more likely to visit my website or store or purchase my
product after watching this video?
Growing loyalty
Will users be more likely to recommend my brand, product or service after
watching this video?
2. Know who you are trying to reach
You know your core audience and your target demographic; now you
need to investigate exactly how they behave on YouTube.
What videos do they watch?
How active are they on social networks?
How do they use
their mobile devices?
3. Know your brand on YouTube
What does your brand stand for with your target demo on YouTube?
What do they know about your brand?
Do they know what you do or make?
YouTube Analytics can help you see how your content is currently resonating (or not) with your target
demo.
4. Know the competition
Spend some time looking at what your top competitors are doing with their online video content. Visit
their YouTube channels and see what is performed well for them, and look at what they're up to across
the entire digital ecosystem.
What are they doing successfully?
Where are there opportunities for your brand?
Understanding the dynamic content cycle.
Brand calendars are now much more dynamic: Hero,Hub,Hygiene Model
