IT’S A MAD WORLD

IT’S AN AD WORLD
IT’S A MAD AD WORLD
So Why AM I here?
 Make a case?
 Fight a case?
 Win a case?
 Plead a case?
 Hope, not loose a case

 Talk. About a Case.

 On the 2nd oldest profession in the world
Roadmap

 Why an Agency?
 Model of an agency…
 Why Advertising?
 Types of Advertising
 Advertising & Research
 Fun Time
Agenda

1 Why
Advertising?
"The truth isn't the truth until people believe you,
and they can't believe you if they don't know what you're saying,
and they can't know what you're saying if they don't listen to you,
and they won't listen to you if you're not interesting, and
you won't be interesting unless you say things imaginatively, originally,
freshly.“
- William Bernbach, DDB Needham Worldwide.
Advertising…Why?

 Matchmaking….

 Between the product and the consumer

Brand
Product
What does it do?
 Strategy
 Where does the product have its best chances?
 What do these guys like?
 How can I package my product to appeal to them?

 Communication
 Who am I?
 Hello…Iam George Bush…
 Why should you become friends with me?
 I am the President, I can give you all the bombs you want…
 Its great fun being friends with me…Lets play Playstation together,
Should we start with Doom?....
 Why should you stay friends with me?
 Or Else….
Presenting George
Bush….
An Ad Structure
 It is a piece of communication and like most
communication there is:

 A sender (The Brand)

Who is Communicating?
 A Receiver (The Consumer)

 The Message
 Rational message What is being Communicated?
 Emotional message

 The Vehicle (Style of Delivery) How are they Communicating?

The Parties Involved
 Imperative to Establish both the Sender and the
Receiver

 The Sender issues:

 Love the ad, don’t know the brand or worse,
 Love the ad, think it is for the competition brand

 The Receiver Issues:

 The users loved it, non-users didn’t get it- Waste of money
 The non-users loved it, but the users hated it- Lost my user
base
The Marketing Objectives
 Most brand communication messages would have
any or more of the below brand objectives:

 Convince Non-Trialists to Try

 Convince Trialists to Adopt or Use more regularly
 Get the brand Lapsers back into the fold

 Thank the users for buying and re-assure them that they
have made a good decision
 Build bonds between them and the brand to enhance
loyalty
 Try and make them use the brand/ product more often
The Message Structure
 Most brand communication messages would have
this structure:

 Establish the Need- Why do you need me (also called

Insight Statement)?

 Relevance- How can I meet your needs

 Differentiation- And how can I do it better than others

 Why should you believe what I say?

The Message Styles
 Provide Information about Brand
 Launch a new brand: ‘Hi, Iam Here’
 Provide new news about existing brand: ‘Look I have changed’
 Increase category usage: Here is a new use for the brand- Try using it this way
 Convince/Persuade to Buy
 The rational message: ‘Buy me because I have a magic ingredient called Pretendex™
that can make you Miss Universe’
 The emotional message: All Miss Universes have changed the world. Here is your
chance to make a difference, change the world
 Build Credibility for Brand
 Reason why my brand can provide you the benefit
 If you still don’t believe me ask the 200million people who are using it around the world
(Testimonials)
 Still don’t believe- Here See it Working (Product Demo’s)
The Message
 Seduce to Buy
 Tempting visuals, Feeling Thirsty…, Feeling Hungry…
 Let me turn you on…Join this ad agency

 Scare to Buy
 If you don’t buy me, a lot of bad things can happen to you
 If you don’t buy me, I shall get you a job in an ad agency
 If you don’t buy this you wont be cool anymore…your friends would
hate you…you have to hide at home…your world would collapse…

 Hammer to Buy
 Buy me, Buy me, Buy me….
The Message
 Build Brand Love…Bonding…
 Oooh, the brand is so cute, Good job I got him and not the other
one…

 Aspiration building
 All the guys you adore, buy me, why don’t you…
 Iam only for the Exclusive few, you can be one of those few if you
buy me

 Entertain, Amuse, Bemuse to buy

 Love the Ad, Hence Love the brand…
The Vehicle/ Delivery Style
 How you deliver the message is as important as the message
itself…
 Tone & Manner of the ad

 Serious, Informative, Educational…

 Light-hearted, Funny, Humorous…

 Stylish, Glamorous, Exclusive

 Down to earth, Simple, Straight-forward

 Young, trendy, stylish

 Mature, Wise, Warm
The Vehicle/ Delivery Style
 TheTone & Manner needs to be consistent
and relevant with:

 The Target audience for the ad

 Intended Message
 Intended Marketing Objective
Advertising Review Checklist…
 Perceived Target audience: Who do you think they are intending to
target (Age, SES, User/ Non-user & Attitudinal type)
 What do we think is the Role of the communication:
 Is it launch advertising, continuous brand building type, re-positioning
 Is it about increasing use of category (drink more milk) or increasing brand
shares alone
 Is it part of a long running campaign or a completely new piece of
communication
 What messages are they intending to communicate: Don’t base this on
just the voice-over or the tagline, view the ad as a consumer and write
down the ‘message take-out’
 The take out should include elements of the following: Functional benefit?
Emotional benefit? Reason to believe?
 What is the Tone & Manner of the ad
 What is unique about the execution
 Could be nothing or could be a different executional style
 Vignette style, Before-After style, Testimonial
 Animation, Interesting music
 Music led, Visual led, Voice-over led etc.
Lets Check Out Some
Ads….
Djarum Waterfall
Djarum Baloon
GGFIM Tiger
GGFIM Eagle
GGFIM Lobby
GG SuryaPro
GG Surya16
GG Surya16
Star Mild Director
Star Mild Celebriti
2
Why
an Agency?
Imagination, Originality and
Freshness…

 A good communication:
 Deep insight into consumers
 what they need, how they fulfill the need and to name a few
 A single idea, an identity
 Ideal mode of delivery (message) for better impact, cutting
through the clutter
So that’s what agencies do…
Understand: Culling Create: Developing Deliver: Delivering
out insight out of communication communication through
owner, caretaker and reflecting the creative different media
the consumer of the idea based on the contributing to the
product (and the same deep insight campaign as a whole
brand)
Understand
 Product and its
technical features
 Strengths and
weaknesses
 Brand Equity
 Market and
competition
 Consumer behavior
Create
 Creative idea (the ESP
based on the insight)
 Creative Concepts based
on the Creative Idea
 Individual
Communication
execution
 Deliver

 Implement the tools

(produce in the final form)
 Identify and plan the apt
mix of communication
vehicles (where to put
communication and why?)
 Deliver the communication
to the consumer
 Measure the impact
That’s why…

An Agency!
Model of an agency
 Key Players
 Roles and Responsibilities

 Summary: Overall Working/Management

Process
 Key Players

Client

ACCOUNT STRATEGIC COPYWRITER ART DIRECTOR FILMS, STUDIO & MEDIA

EXECUTIVE PLANNER PRODUCTION PLANNER & BUYER
 Roles and Responsibilities
"I have learned that you can't have good
advertising without a good client, that you can't
keep a good client without good advertising, and
no client will ever buy better advertising than he
understands or has an appetite for."
- Leo Burnett, Leo Burnett Company

Client
• Owner of the product/brand
• Imparts all the knowledge
necessary for the communication
to the agency
• Initiates the process through
identifying the ‘Marketing
Issue/Task’
• Deep understanding of the
market and the product is his
main strength
Roles and Responsibilities
"The agency's account executive should
be able to step into the sales manager’s
shoes if the sales manager drops dead
today."
- Morris Hite, quoted in Adman: Morris
Hite's Methods for Winning the AdGame

Account Executive
• interface of the agency and
the client
• Takes the brief from the client
and briefs the planning and
creative teams
• Keeps the pulse of the
product and the client
• Managing the timelines for
the delivery is his main
strength
 Roles and Responsibilities
“It takes a big idea to attract the attention of
consumers and get them to buy your
product. Unless your advertising contains a
big idea, it will pass like a ship in the night."
- David Ogilvy, Ogilvy on Advertising

Strategic Planner
• Strategist on the brand: Make
a brand out of the product
• Understands the market
dynamics and competition
through research
• Delivers Selling Strategy and
concepts
• Understanding of the
Consumer behavior is his
forte
Roles and Responsibilities
"The mystery of writing advertisements
consists mainly in saying in a few plain
words exactly what it is desired to say,
precisely as it would be written in a letter
or told to an acquaintance."
- George P. Rowell, quoted in Advertiser's
Gazette

Copywriter
• Strategy to creative stage
• Body copy
• Succinct, apt, concise and
comprehendible
communications in WORDS
•Long copy
•Short copy
•No Copy
 Roles and Responsibilities
"I regard a great ad as the most beautiful art
piece in the world."
- Leo Burnett, Leo Burnett Company

Art Director
• The word is getting visual
• “key visual”
• Look, feel, see
• Layouts Spare the words;
show me the color!!
Roles and Responsibilities
"Every advertisement should be thought
of as a contribution to the complex symbol
which is the brand image."
- David Ogilvy, Confessions of an
Advertising Man

Films, Studio and Production

• Gives the final shape to the
communication and delivers
the final product
• Rides on the bulk of the jobs
to get good quality and better
rates from the vendors
• Eye-for-detail is the key for
this department
 Roles and Responsibilities
"The buying of time or space is not the taking
out of a hunting license on someone else's
private preserve but is the renting of a stage
on which we may perform."
- Howard Gossage, Where the Suckers
Moon: An Advertising Story

Media Planner & Buyer

• Delivers the communication to
the consumers
• Studies and plans the vehicles
of communication for the
maximum value for money
• Highly technical research goes
into the process
Summary: General Process
1.Marketing
Issue/Task Market 11.Consumer
Information Media Habits
Shares/sales

12.Communication
PRODUCT/ CLIENT
CONSUMER Delivery MEDIA
BRAND PLANNER & BUYER
5.Consumer
Behavior
3.Product
Brief

8.Approvals 10.Final
Communication
Material
STRATEGIC
4.Creative PLANNER
Brief
6.Selling
Idea
9.Final
ACCOUNT
Layouts
EXECUTIVE

FILMS, STUDIO &

PRODUCTION
7.Layouts/Scratch COPYWRITER ART DIRECTOR
Agenda

3 Research &
Advertising
 Its those slimy What does Oh God,
weirdos again he know they will
about ads kill my
ad

Research
Ad Agency
But why does the problem arise?
Most Ad Researches kill
exciting advertising….
 Why?
 Too rational in their interpretation
 Look mainly for Logical, Rational responses
 Not many reliable ways to measure impact on
feelings

 Ad research Techniques geared towards

measuring Short-term impact, not long-term effects
 Emotions work better over the long term
A Lot of Advertising is not
based in Reality
 Quest for Awards & Fame makes a lot of
‘creative’ advertising:
 Irrelevant
 Incomprehensible
 Weird
 Not leading to sales
Lets Have Some Fun…
Adidas- Soccer Grid
Nike- EVolution
Nike- Materazzi
Beverages
Amstel- Man test
Brahma- Fish
Cheers- Beer
Death Waiting
Guinness- Evolution
Pepsi- Beckham
Pepsi v/s Coke
Got Milk
Got Milk
Anti-smoking- Hitchiker
Aids campaign
Vegetarian restaurant
HappyDen
Japp energy bar- Mob
Stratos candy- Nobody to play with
Mcdonalds
Audi- Key Rings
Peugeot- India
Volkswagen- Gift from God
Dove Evolution
Hutch- Pug
Vodafone Celebrity
Pay your bills
Insurance- The Ark
VirginAir- Life flashes
Chinese Parade
Thanks!