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Welcome to the world of
Advertising, Media, Research
Batch of 2011 - XIC
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Welcome to Hell !!!
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There are three things every man can dobetter than anyone else.One is coach a cricket
team.The second is judge a beauty contest.The
third is write advertising.
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Advertising is a valuable economic factor
because it is the cheapest way of sellinggoods..especially if the goods are
worthless !!
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Half the money I spend on advertising is
wasted. Problem is I dont know which half !!
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Advertising is the last refuge of scoundrels !!!
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Advertising is 85% confusion and 15%
commission !!
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You can fool all the people all the time if the
advertising is right and the budget big enough
!!
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But .
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The codfish lays ten thousand eggs,
The homely hen just one
The codfish never cackles to tell you that shes
done
And so we scorn the codfish
And the homely hen we prize
Which demonstrates to you and me
That it pays to ADVERTISE.
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Nothing except the mint can make money
without advertising !!
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Advertising contains the only truths to be reliedon in a newspaper.
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What is advertising ?
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American Marketing Association
Any paid form of non-personal presentation
of ideas, goods or services by an identified
sponsor
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Other definitions
Advertising is the dissemination of openly
signed or sponsored messages through
purchased space, time or other media for
purposes of identification, information or
persuasion
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Webster Advertising is to give public notice
or to announce publicity
Gardner A means of mass selling that hasgrown up parallel with and has been made
necessary by mass production
Starch Presenting a commodity to the
people in such a way that they may be
induced to buy it
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Advertising is an art of influencing human action
or behaviour to achieve a defined objective.
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How does it work ?............ Or does it ?!!
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Client wants an Ad
Client goes to an agency
Agency makes an AdClient likes the Ad
Client releases the Ad
SIMPLE?
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NOT REALLY
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MARKET
COMPETITION
PRODUCT
MARKETING
(THE CLIENT)
CLIENT
COMPANY
SERVICING STRATEGYPLANNING
CREATIVE
BUSINESS
OBJECTIVE
MARKETING
OBJECTIVE
MARKETING
BRIEF CREATIVE
BRIEFCREATIVE
OUTPUT
CLIENT WORLD AGENCY WORLD
MEDIA/
MARKET
Now just imagine
where all it
could go wrong!!!
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MARKETING
(THE CLIENT)
SERVICING
CREATIVEMARKETING
OBJECTIVE
MARKETING
BRIEF
CREATIVE
OUTPUT
OPERATIONALLY
MEDIA/
MARKET
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MARKETING
(THE CLIENT)
SERVICING STRATEGYPLANNING
CREATIVE
MARKETING
BRIEF CREATIVE
BRIEFCREATIVE
OUTPUT
CREATIVE
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MARKET
COMPETITION
PRODUCT
MARKETING
(THE CLIENT)
CLIENT
COMPANY
SERVICING STRATEGYPLANNING
BUSINESS
OBJECTIVE
MARKETING
OBJECT
IVE
MARKETING
BRIEF
STRATEGY
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A lot goes
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But whatEvery Client
wants
Is one singleoutcome
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sales
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Routes
may differ
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Productproposition
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Heinz
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Ericsson Black Coffee
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Maruti Petrol
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HeritageLarger than Life
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Hamara Bajaj Old
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Hamara Bajaj New
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Times of India
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CelebrationCalled life
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LG Jazz
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Cadbury
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exaggeration
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Fevicol
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Happydent
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Happydent
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Star power
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Coke Paanch
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Hero Honda
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Pepsi
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Pepsi
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Routed to tg
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Lux Cozy
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Rupa Frontline
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Emotional
appeal
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Hutch
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Vodafone
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Project
Each group will discuss and isolate onecampaign they think has been a success in the
last two years.
You will present a paper which will describethe campaign and how the campaign met its
objective.
Success has to be defined not only by theawards that the campaign won but how it
helped drive the clients top line, market share,
imagery or any other measurable parameter