Advertisement Campaigns

Subject: Commerce

Lesson : Advertisement Campaigns

Lesson Developer: Anita Mendiratta

College/ Department: Keshav Mahavidyalaya, Commerce,

University of Delhi

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Table of Contents Chapter: Advertisement Campaigns

1: Learning Outcomes

2: Introduction 3: Meaning and Definition of Advertisement Campaign

4: Elements of Ad campaign

4.1: Strategy 4.2: Big Idea

4.3: Creative Execution 5: Advertisement Vs Advertisement Campaign

6: Advertising Campaign- A Technique for Integrated Marketing Communications

7: Advertisement Campaign Management 8: Advertisement Campaign Planning

Summary Exercises

Glossary References

1. Learning Outcomes

After you have read this chapter, you should be able to:

• understand the meaning of ad campaign, • appreciate the need to understand elements of ad campaign,

• understand the meaning of marketing communication, • conceptualize the concept of integrated marketing communication,

• understand advertising campaign as a technique for integrated

marketing communication, • differentiate between advertising and advertising campaign,

• explain the management of advertising campaign, • appreciate the importance of process of planning in advertising

campaign.

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2. Introduction

The organizations produce goods and services and face competition to sell those

products to their target customers. They have to communicate the availability of the

product, generate awareness among the consumers leading to favourable purchase

behaviour. At the same time, there are many mediums to communicate this marketing

message. Each medium provides an opportunity to the advertiser to communicate

information about the goods and services. It is up to the advertiser how efficiently he

uses the various mediums. When the message is communicated independently without

synchronising with the other media, it will result in cacophony whereas a well-

coordinated unified message covering all the mediums results in campaign.

Value Addition 1: Pause & Think

Ad Campaign

Call your friends and make a group. Ask them to shout their names. What do you

hear? Cacophony? Now, tell them to shout your name at the count of two? What

difference do you find? Is it clearer? It is because there was a series of coordination

in their voices that sounds unified. It was like a campaign with integrated

communications, a single minded unified message.

Figure 1: Click on the link below to view an example for Ad Campaign

Source: http://www.campaignindia.in/Article/327537,2012-campaign-100.aspx

3. Meaning and Definition of Advertisement Campaign

The advertisement campaign consists of two words, that is, advertising and campaign.

We are very much familiar with both the words as we commonly use these words in our

day-to-day life. Let’s explore the meaning of advertising and campaign individually and

then collectively.

Advertising is one of a tool of marketing communication that the advertiser can use to

achieve their targets. Advertising term originates from the latin word ‘ adverto’, that is,

to turn around. Advertising implies drawing attention to something. In marketing

context, it can be defined as- a paid for, non-personal communication from an identified

sponsor to communicate the information and to influence consumer behaviour.

Advertisement is paid, that is, paid for the time and space for the respective

advertisement message. It is non-personal, implies that a single message is not

conveyed personally but easily transmitted to masses through various media at the

same time. It is because of this fact; there is a need to check the message and the way

of communicating thoroughly before sending.

Now, we have to define campaign. Think about a brand of washing powder that comes in

your mind. The highest probability is of Surf. In the households of India, Surf is synonym

of the washing powder. The loyal consumers cannot think and convince of any other

name. Do you remember any of the Surf ads? I am sure, you have heard of, Surf excel

he na and Kuch karne mein agar daag lage to ......dag acchhe he. Now, just give a

minute to think how do you remember this ad. It is because,

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• You have seen its video on television, heard it on radio and when you were

reading a magazine, you had seen various adverts too saying …. 'daag acchhe

he'. Each individual element communicated the message. So, when you see the

surf in a grocery store, you purchase it without realizing the number of times

you have been bombarded by these series of ads. Hence, there is a series of

coordinated advertisement placed in various media to influence the buying

behaviour of the customer.

• The catchy phrase of the ad, 'daag acchhee he', that uses the negative aspect

and denotes that freedom should be given and needed to be. The phrase adds a

touch of positivity to the negative word 'daag'. This part describes the theme of

an advertisement. The ad supports that dirt is not bad rather it will help the kids

to explore the world and built their confidence. It builds around a theme of social

adaptability of dirt by portraying that if a person spoils his clothes while helping

someone or making somebody happy-then better spoil one's clothes, as the

solution of 'daag' is readily available in the form of Surf. Especially showing small

children makes it attractive and a lesson for elderly people. The theme here is to

give a message for social and physical development of a child and freedom to do

anything for helping others without caring for dirt.

This unique ad with a theme when communicated through different mediums becomes a

campaign.

Figure 2: Campaign of Surf Excel- ‘Dirt is Good’.

Source: http://upload.wikimedia.org/wikipedia/en/0/0e/Surf_Excel.jpg

From above discussion, we can define advertisement campaign as a series of correlated

and coordinated ads based on same theme, characters, jingles and placing them in

various advertising media to communicate a message to the target customer for a

particular product for a definite period of time. In the given example, we can see that

the same theme is communicated to the audience by different media, that is, print and

non-print media. The advertiser wants to communicate the message to the target

audience through ad campaign. It is imperative that each ad in the campaign should and

must reinforce each other and functions together to get the benefit of synergy effect. We

should understand the fundamental concepts related to the ad campaign that is

discussed in the next section.

4. Elements of Ad campaign

The advertisement campaign is a series of advertisement with a common unified theme.

This theme should be same throughout the campaign, that is, all the ads should be

based on single strategy to ensure coordination. For instance, imagine one television ad

of a brand stressing on quality and the other on radio saying it a cost effective one. All

the ads in the campaign should sell one big idea that should be novel to the campaign

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and all the ads in the campaign should be creatively executed to present a holistic view

of the brand. Therefore, a good advertisement campaign is a combination of three

things- a meaningful and compelling strategy, a fresh and unique idea for

communicating that message and dexterous and creative execution. If any of these

elements is not in order, the message will be trashed just as soon as it is seen, read or

heard and will not be able to reach the target audience. According to Kruti Shah, ‘the

question here is what message is to be communicated and how it is to be

communicated;. The answer lies in advertising strategy, big idea and creative execution.

The strategy defines 'what' whereas big idea and creative execution defines 'how'.

For instance, the Strategy of Fevicol brand is to reinforce its leadership position as the

ultimate adhesive. The big idea is to show the bonding power and its creative execution

lies in the creative taglines, add on humour, storylines, sound effects etc. All the print

and non-print ads of Fevicol are well coordinated, based on same strategy with the idea

selling the bonding power and well executed on lines of humour and stories. Let's have a

look at an ad of Fevicol.

Figure 3: Click on the link below to the ad.

Source: http://files.coloribus.com/files/adsarchive/part_555/5551055/file/fevicol-

adhesive-pole-small-33467.jpg

Pidilite industries Ltd launched its brand Fevicol in 1959, mainly for carpenters. This

adhesive brand soon becomes synonymous to adhesives. Many of its campaigns include

a series of interesting ads like Bob Christo wrestling with a chair made of Fevicol, a

politician who is glued to his chair, a hen that lays unbreakable eggs, an overloaded bus,

a joint family that refuses to fall apart, and many more. The catch phrases of Fevicol are

also equally popular, such as 'Dum Laga Kar Haisya, Zor Laga Kar Haisya', ‘Chutki mein

chipkaye’, 'Fevicol ka Majboot Jod Hai, Tootega Nahi', and 'Pakade Rehna, Chhodana Nahi'.

To start with, Fevicol had the boring ad of tug of war where two groups of people were

trying to separate two pieces of wood joined by Fevicol, and they failed. The ad was

further extrapolated to 2 elephants trying to do the same job that is the trademark of

Fevicol. Then the Ogilvy and Mather made the Cannes award winning hen and egg

advertisement. Since then, the ad campaign has been winning awards almost every year

and comes up with ads that surprise everyone and are absolutely brilliant. The strategy

of all the fevicol advertisement campaign is very simple, fevicol aise jod lagaye acche se accha na tod paaye.

In one more wonderful print ad of fevicol, the god of death Yama is trying to pull out life

from a person whose ordained time has come, but is unable to do so, the reason, the

body is lying next to a tin of fevicol and it says fevicol aise jod lagaye, yamraj bhi tod na

paaye. Fevicol advertisements have overcome all regional and language barriers as viewers can relate them easily.

Value Addition 2: Fevicol campaign

Elements of Ad Campaign

One of its brilliantly executed mooch wali campaign to celebrate the 50 years of

Fevicol says a tagline 50 saal se champion. You can see the video and its details at

http://www.campaignindia.in/Article/227237,om-produces-moochwali-for-

fevicol8217s-50th-anniversary.aspx.

In another campaign for ‘Fevicol Marine’, with the phrase- wohi mazboot zod, paani

mein bhi, describing about the specialized waterproof adhesive that protects

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furniture from de-bonding even when exposed to water. Fevicol, with this ad proves

its consistency in their communication that has been interesting as well as

informative and maintained that it is the ultimate adhesive available and has been creating communication. Look at the video on the website cited below.

Ad campaign says –Wohi mazboot zod, paani mein bhi

Source: https://www.youtube.com/watch?v=qVBW9xJGtz0

4.1 Strategy This is the first step towards forming a campaign. Strategy is a message the advertiser

wants to give or aspires to solve the communication related problems. The problem can

be brand awareness, poor quality, and insufficient sales. It is a long-term direction /plan

to achieve, that is why, it does not change frequently. The strategy not only gives

direction to creative people but also brings consistency to the brand. The following are

the strategic options that can be chosen by the advertisers.

Generic approach: The brands advertise as if it is the only brand in the market and

ignores competition. The market leaders in their ad campaign ignore the competition in

their category and advertise as if they are the only brand and convince the customer

about their monopoly. Many times the product names gets synonym of the brand name.

Coca cola says Thanda matlab Coca Cola, Fevicol claims ‘the ultimate adhesive’, Tata

Salt swanks Desh ka Namak.

Unique Selling propositions (USP): It is a distinct competitive advantage that other

brands don’t possess. The USP can be a technological advantage or a product base on

innovation.However, with increase in technology, all the products and brands have

started attaining parity and USP in terms of technological advantage cannot be seen.

Value Addition 3: Did You Know?

Unique Selling propositions Since 1919, Iodex was the first choice for Indians. It was the market leader until in

1986 when the Paras Pharmaceuticals entered the market with brand Moov. The

USP of Moov was it was the modern opposite of Iodex. Iodex was sticky, black,

Foul smelling balm in an old-fashioned glass bottle whereas Moov was a white

fragrance cream in a slick tube.

Source: http://ormaxworld.com/case-studies.php?page=2

Image of the Brand: There is a great competition and the advertiser has to sell the

product by highlighting the features of the product. But the different products offered in

the market are more or less identical because the brands attaining parity. Therefore, the

strategy to sell can be extrinsic to the product by relating it with the image of the brand.

Product positioning: It is placing the product relative to competitors’ in the minds of

the consumer. The brand image strategy is about creating an image whilst positioning is

about creating image relative to competitors. It emphasise on the superiority of the

product by direct or indirect comparisons. The comparison does not mean throwing

garbage on each other and fighting publicly like Horlicks and Complan did.

Value Addition 4: Did You Know?

Tiff between Horlicks and Complan

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There has been many a tiff between Horlicks and Complan. There was a HC

directive to Complan in 2004 to telecast its advertisement after deleting the cup

marked ‘H’. The advertisements showed a bigger cup and a smaller cup, marked ‘C’

and ‘H’ respectively. Horlicks was initially targeted at older people and was

positioned as a ‘great family nourisher’. With increasing competition, it started

introducing new flavours targeting children. Thus began the fire. Complan claimed

that it made kids taller whilst Horlicks claimed to make kids taller, stronger and

sharper. In one of its ad, Horlicks made a comparison that shows the Complan

packet and claims that Horlicks provides more value for lesser money while

Complan provides less value at a far greater price. The ad spoke of the high price

of Complan and was claiming that Horlicks had more than 23 nutrients but costs

less than Complan.

Look at the video by clicking on the link below.

As a result, Complan has made a comeback with both printed advertisements and

TVCs comparing the two drinks, Complan and a blue colored bottle (Horlicks whose

name was not shown). It concluded with the Complan Mom asking the ‘blue colored

bottle’ Mom, “Do you want to give your kid a sub-standard drink just because it is

cheap? Think about it.” In the print ad, Complan has put a direct comparison with

Horlicks by showing Horlicks brand on the ad and then comparing the various

attributes. Then it asks the readers to chose between the " low cost health drink "

and "Complete Growth" and talks about the parameters like Ingredients ,Protein

Content ,Protein Quality and number of nutrients. It was very undesirable in in

which both of these mega brands fought against each other. Washing dirty linens

in public was never a healthy practice.

Source: http://www.youtube.com/watch?v=H0DQN4YPT7k

http://tinkermagazine.wordpress.com/2008/12/19/health-and-all-that/

http://www.mouthshut.com/blog/fecjmqtqm/COMPLAN-vs-HORLICKS

Pre-emptive Claim: It means claiming something that is not unique but claiming first

before the competitor. Real juices claims the ingredients are real, makes one suddenly

question the ingredients that competitors’ use.

Affective: It is about using emotional appeal for product differentiation.Many

advertisers exhibit emotions while airing their advertisements.

Value Addition 5: Video

Ad Campaign

In one of the Surf commercial, it uses the brother- sister adorable chemistry as the

models. The audience gave full points to it for a genuine Big Brother attitude and it

was a hit. This ad certainly has captured a very emotional moment. Look at the

video here. http://www.youtube.com/watch?v=mi4yKET-tBg

Resonance: This strategy links the product with an occasion, festival sometimes or an

experience. The greeting card companies sell product to cherish the memories of special

occasions. They went a step further and created special days like father’s day, mother’s

day, friendship day etc. to increase the demand of their product.

Value Addition 6: Example

Cadbury Chocolates Cadbury has associated chocolates with special occasions and festivals like Diwali.

In its ad, it showed people sharing chocolates instead of traditional mithai on

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Diwali, and Raksha bhandan. Cadbury's milk chocolates with the campaign Shubh

Aarambh to Kuch meetha ho jaye has kind of taken to mithai category. This

campaign has connected so well with the consumers because its creators, Ogilvy

and Mather, thought differently and marketed it well. In these series, all ads were

superb and brilliantly executed.

The above strategies are not mutually exclusive. The advertiser should go for relevant

and original strategy and should check the strategy of competitors before opting the

one.

4.2 Big idea

Once the strategy is finalised, the hunt begins for a big idea to run a campaign. The

strategy, big idea and its creative execution are overlapping concepts and there is no

line of separation between them. The big idea can be derived while arriving at the

strategy or reformulated at the execution stage. It is the link between strategy and

creative execution. It is the idea that advertiser select for communicating the strategic

message to the audience. It is a creative idea that serves as a central theme for all the

ad series. The big idea may change from campaign to campaign to keep the advert

fresh. To get the big idea, the advertisers have to be very creative and bring something

that never existed before. It is all about being original, novel, innovating and at the

same time, different. One of the techniques for generating useful big ideas is

Brainstorming. It is the process of generating ideas spontaneously in a group-by-group

discussion. The groups can brainstorm on advertising strategy, media choice, current

events etc.

Value Addition 7: Big idea of Airtel

Ad Campaign of Bharti Airtel Bharti Airtel since its inception has been at the forefront of technology with its

world-class products and services. It is a pioneer in various communication

campaigns. One of its earlier campaigns says that dil jo chahe paas laye without

saying for whom the brand stood for. It changed its campaign to connect with the

youth without compromising on the older audience. The big idea here was ‘to stress

upon the value of friendship in youth life’ and it was executed with the musical

campaigns like Harek friend zarrori hota he and Jo tera he wo mera he. The sequel

camapign that says: “I, me, myself…boring hai/ ‘us’ and ‘we’ interesting

hai/Internet hai toh friendship hai/Friendship hai toh sharing hai.’’ It is certainly

one of the most popular commercial of the year. The great music, lyrics, casting,

acting makes it one of the best song on friendship. It brought back Airtel into focus

about recall and likeability factor when faced the competition from Vodafone’s pug

and Zoozoos and Idea’s Sir ji. See the video on this web address.

http://www.youtube.com/watch?v=ISYkaQ-z6Q4

4.3 Creative Execution

At this stage, the advertiser begins making the ad based on the big idea, which is based

on the strategy. According to Jef Richards, ‘Creativity without strategy is art. Creativity

with strategy is advertisement.’ According to Kruti Shah, Creativity in advertisement is

about delivering a relevant selling message in an unexpected manner, such that it

catches the attention of the target audiences, establish a connection with them and

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makes them want to read, listener view on. In the words of Keith Reinhard, CEO of DDB

Worldwide, ‘Today, more than ever, if marketing communication is not relevant, it has

no purpose. If it is not original, it will attract no attention. If it does not strike with

impact, it will make no lasting impression.’ An execution is considered effective when it

is relevant, original and impactful (ROI).

Relevant

The creativity should be relevant in context with the advertisement strategy and

marketing objective. A customer today is smart enough to tag an irrelevant ad. The ads

for ghutkas saying ‘chaiya chaiya’ is understandable to some extent. But ads for FMCG

products or a cement ad, when found irrelevant, is very disappointing as a good ad can

be made for all useful products. For instance, the ad of J. K. Cement shows a bikini clad

girl coming out of sea and then a background voice says 'vishwas he isme kuch khaas

he'.

Value Addition 8: Did You Know?

'Lalitaji' of Surf A few decades back, Surf identified the relevance of women power, who is

intelligent, confident and did not shy away for fighting her rights if need arises.

Dressed in a traditional saree, an Indian middle class housewife in her 30s with a

kid age around 10, heed not only to cost but cost effectiveness and will not

purchase a cheap detergent, but a value for money detergent. Surf, in its ad,

showcases the changing perspective of confident and smart women to recognize

the women power that led to the iconic character 'Lalitaji'.

Original

We see lots of advertisements daily on television and other media. How many do we

remember? The advertisements that we remember are because of the originality. If the

advert is unoriginal then the audience will churn this out of their mind. Originality means

being unique and different by coming out of the comfort zones. The original ad grabs

attention and changes the way people perceive the company. The ads which uses

Bollywood songs into jingles, fairness creams emphasising the same thing in their

commercials lacks originality. In the same way, if we compare the print ad of Diamonds,

we find no difference in them. All ads look similar, that is, the lady admiring her

jewellery. Here, is the need of some original creativity for fruitful execution. The

advertiser has to shed the fears and have to come out of the comfort zone to bring

originality.

Impact

Creating impact means creating effective communication and getting result in terms of

public appreciation, sales increase and brand recognition. A successful ad campaign is

said to create an impact when the laid objectives are achieved. This part of execution is

important as it emphasises on accomplishment of objectives. The relevant original ad if

unable to achieve the targets, fails. The ad is made not only to just amuse people with

the unique idea but to achieve the targets at the same time. Creative messages should

translate into sales increase or awareness creation through effective execution.

Value Addition 9: Video

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Ad campaigns of Vodaphone, Fevicol and Amul Look at the video of top three ad campaigns of the decade, namely Vodaphone,

Fevicol and Amul by clicking on the link below.

Listen to the people who created those ads and see the reasons why they are

successful.

Source: http://economictimes.indiatimes.com/et-now/brand-equity/top-three-

advertising-campaigns-of-the-decade/videoshow/5407309.cms

5. Advertisement Vs Advertisement Campaign

The difference between a single shot advertisement and advertisement campaign is all

about continuity. The single shot advertisement has its own message, theme aimed for

the message communication to the customer. But, when we talk about an ad campaign,

continuity is the one of the essential that demands an integrated single-minded

approach towards all the customers across all the medias. There should be continuity

between all the components of the campaign so that it should be perceived as one

common shot to the audience. It is important to note that continuity doesn't mean that

the T.V. commercial would be exact as the radio commercial or the graphics would be

same in all the non-print mediums. It means:

• Unified message

It does not imply that each ad in the campaign should be identical in all respects.

Rather, it means that the campaign should communicate a well-defined message

to the audience.

• Common theme

The theme, jingle, phrase should be common or at least means the same thing to the

audience when interpreted.

The two things should be kept in mind to ensure continuity of an effective ad campaign,

these are extending the creative strategy across different medias (Extendibility) and

repeating the creative strategy and not the idea within each medium (Repeatability).

Extendibility

Extendibility means extending the media coverage by including more and more media. It

means using the same theme, jingle and other common components in more than one

media. The advertiser can increase the coverage of a campaign from print media to

Television, billboard, Internet etc.

Repeatability

There is a difference between repetition and repeatability. Repetition means telecasting

the same ad again and again to convey message to the audience. Repetition is a media

decision of the advertiser. Repeatability means use of common idea or related element,

not necessarily identical, to create an ad campaign with a series of ads. This series of

ads work collectively to convey the message and at the same time can stand alone with

its common theme.

In the ad campaign of Idea cellular, the extendibility component is they used the ads in

different medias with the same theme ‘What an Idea sir ji!’ This ad was everywhere, on

television, radio, newspaper, magazine etc. R. Balkrishnan, better known as Balki

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(directed the Hindi Films Cheeni Kum and Paa), CEO of Lowe Lintas and Partners, is the

brain behind What an Idea Sir ji! commercial for Idea Cellular.

The repeatability aspect in this ad was the common element in all these ads to create

awareness in the society regarding various issues. These ads were based on variety of

themes like Democracy, education, walk and talk etc. but the common idea was the

unique answer to the social problems. Have a look at different ads based on different

themes with a unified message to the society. One of its innovative advertising

campaigns is with a punch line, “Fuel Price Up by 70% 3G Price down by 70%!!” This

time they highlight that the prices of everything is going up with the effect of inflation.

This new campaign has been executed well as recently all 3G operators, including Idea

Cellular slashed their 3G/HSPA data tariff to a new level of affordability.

Figure 4: Click on the links below to see the ads

Source: 4 (a) http://cdn.wittysparks.com/wp-

content/uploads/2009/09/Idea_Walk_When_You_Talk.jpg?a26616

4 (b) http://telecomtalk.info/wp-content/uploads/2012/07/IDEA-3G-Campaign-Fuel-

Price-Up-3G-Price-Down.jpg

4 (c) http://shankeresh.hubpages.com/hub/Is-it-A-Good-Idea-Sirji-Introspecting-the-

Idea-behind-the-IDEA-Mobile-Campaigns

In one of its ad a Sarpanch of the village orders people to be identified with their mobile

numbers rather than castes. It addresses big problem of caste barriers in India saying

‘na koi jaat paat, na koi bhed bhaav’.

Figure 5: Click on the link below to see the ad

Source: http://www.techibuzz.com/wp-content/uploads/2012/11/Idea-Cellular.jpg

In another one, a deaf and dumb communicates through SMS that tells you that being

differently abled does not stop you from enjoying the life. These ads imagine a world

without caste, disabilities and were a huge hit among the audience. In these campaigns,

the brand ambassador, Abhishek Bacchan, played many roles and each time comes with

an innovative idea that provides a simple and effective solution to the problem, by using

the mobile phone.

Figure 6: Click on the link below to view the ad

Source: http://whattothink.files.wordpress.com/2009/03/abhishek_idea_print_ad.jpg

There is always a scope to enhance extendibility and repeatability, and hence continuity.

These can be maximised with the help of following factors:

• Animated characters

The advertiser uses animated characters to arouse interest in the audience. Amul's ads

began in 1966 when they hired Sylvester Da Cunha to design an ad campaign for Amul

Butter. These utterly butterly delicious Amul ads never fail to amuse us and have

become The Taste of India. This ad survived for so long and still continues to be

sustainable.

Figure: 7 click on the links below to see Amul ads

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Source: 7 (a) http://www.instablogs.com/wp-

content/uploads/2012/07/amul_milk_nourishment_for_the_young_ad_image_title_mhdy

j.jpg Source: 7(b)

http://images.idiva.com/media/photogallery/2012/Mar/best_amul_ads_of_all_time_600

x450.jpg

• Celebrities/ Celebrity voice

The celebrity can be from film industry, sports, politics, or any other service. His voice

can be used during the whole campaign. This works best when a celebrity has a

reasonable association with the product. While choosing a celebrity, the advertiser

should give a thought for the affordability factor and the likeability among the

consumers.

• Spokespersons

Spokespersons can be created and they can become celebrities. Remember Lalitaji of

Surf. A real life person who is connected with a product can also be a spokesperson. Ex;

Dove ad depicts real women in their campaign for real beauty.

• Storytelling

The advertiser sometimes conveys the message with a story in it. Fevicol, in the ad for

completion of 50 years, there was a mooch wali campaign telling a story of a girl from

birth to rebirth.

• Catch phrases/ Taglines

The phrase that is simple and easy to remember for the audience. McDonald’s - I am

loving it.

• Musical

It is all about using music to establish a connection of the product with the audience.

The latest ad of the Idea Cellular is with a jingle 'You are my pumpkin pumpkin, hello

Honey Bunny'. The ad showcases the people from different parts of the country

humming the tune while they follow their daily routines. This funny, soothing tune

relaxes their mind and gives them a chance to share a laugh with friends. Four teasers

were launched to create curiosity in the initial phase that was supported by timely radio

and TV spots, the teaser campaign generated a lot of buzz, especially among the youth.

Later, Idea launched the full 60-second TVC on both digital and television media.

Value Addition 10: Video

Idea Musical Ads Look at the video ads of Idea on Holi, Telephone exchange, Valentines Day, Honey

Bunny, Christmas and the like by clicking on the link below.

Source:

http://www.ideacellular.com/wps/wcm/connect/aboutus/idea/idea_cellular_media_cent

er/tv_commercials

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• Characters

Specific characters can be created which establishes a connection of the product with the

character. Every time a customer sees the character, he thinks of the product.

Figure 10: Click on the link below to see the character.

Source:

http://2.bp.blogspot.com/_YjF5rgKuMuY/S88elK5kx3I/AAAAAAAAGZk/suW1TmFr6r4/s16

00/www.FunAndFunOnly.org_22.jpg

In Vodafone ad(formerly Hutch Pug), Zozoos were launched during IPL season by Ogilvy

and Mather was an instant hit. They released 25 Zozoos commercial each day to sustain

interest till the end of IPL season. They are not the animated characters but actually are

the human beings. Zozoos are actually ballet dancers dressed in white outfits with black

dots for eyes and mouth and the shadows were created by spray painting. They come in

all sizes and shapes; mother, friend, kids. There was no set format to use them making

the possibilities endless. That is the reason they are a hit. People follow them on Twitter,

You tube to know when a new commercial go on air. Zozoos has a fan page created on

Facebook that has more than 5600 members. Look at the video here.

http://www.youtube.com/watch?v=efRNKkmWdc0

Value Addition 11: Pause & Think

Online Polling to choose Best Ad A website named Campaign India did an online polling of consumer to choose the

best ad among 10 given. Look at the ads and chose your best one. Write down your

reasons and the point out the similarities between the ads. Go to the link given.

http://www.campaignindia.in/Video/331039,video-campaign-india-love-that-ad.aspx

6. Advertising Campaign: A Technique for Integrated Marketing Communications

To understand the above statement, you need to understand the meaning of marketing

communication and the need to integrate the various communications towards the target

audience. It will help you to comprehend the relation between advertising campaign and

integrated marketing communication. The following components we have to study:

1. Marketing Communication,

2. Integrated Marketing Communication, and

3. Relation between Advertising Campaign and Integrated Marketing Communication.

Let’s explore these concepts one by one to know the answers of the above questions.

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Marketing Communication

There should be an effective communication flow between an organization and its target

customers. The firm’s job is not over with the manufacturing of the product. From here,

the job of marketing starts. The need of any marketing is to transmit the message of

availability of the product to the target customers via different tools of marketing. When

this message is received and interpreted by the customer, marketing communication

takes place. According to Kotler and Keller, ‘marketing Communications are the means

by which firms attempt to inform, persuade and remind consumers, directly or indirectly,

about the products and brands that they sell’. There are various means to communicate

the message to the target customers, like, advertising, sales promotion, direct

marketing, public relations, personal selling and sponsorship marketing.

From here, we can realize that advertisement is one of the means to communicate to the

audience.

Integrated Marketing Communication

Earlier the different marketing communication means were considered as separate

elements that were planned and implemented individually. The impact of one over

another was not thought and hence not taken care of. Then the concept of Integrated

Marketing Communications (IMC) emerged that emphasises on the integration of

marketing communication. IMC integrates the effect of a promotional effort where all the

marketing communications (advertisement, salespeople, point of purchase, billboards)

send a consistent message rather than working independently. The integration of all

marketing communications is required to deliver a single minded and unified message to

the target customer to reinforce the work of each other.

The American Marketing Association in the eighties defined IMC as ‘the process of

planning and executing the conception, pricing, promotion and distribution of ideas,

goods, and services to create exchanges that satisfy individual and organizational

objectives.’ In 1999, Kotler defined IMC as the concept under which a company carefully

integrates and coordinates its many communication channels to delivers clear, consistent

and compelling messages about the organisation and its products.

Without IMC, there will not be any coordination in the marketing communication that

leads to multiple portrayals of a brand in market. The impact of a consistent, coordinated

and integrated marketing campaign has a synergy effect that is much greater than the

sum of its parts. The recent studies and publications show that the emphasis of IMC is

on brand and not just the communications. The Brand plays a central role for any

marketing communication. For instance, imagine an organization communicating to the

target customer with different tools of marketing, each with a different look. The print

media sending one image of the brand and the direct selling sending a different image,

will confuse the buyer. The IMC recognizes that the consistent and coordinated

promotional efforts should built brand awareness and identity, in addition to

communication effects. The consumers should be reached by the same message of the

brand awareness and exposure. As a result, the marketers are using a brand-oriented

approach. IMC highlights the integration of all the tools for a consistent impression of the

brand.

Components of IMC

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All the components should work together and reinforce each other rather than working in

isolation. Some of the components that can be a part of an IMC are as follows:-

• Advertising in magazines, Television, Radio, Newspaper, Billboards

• Direct selling

• Promotionincludes contest, coupons, discounts, offers

• Public relations and publicity

• Internet marketing

Relation between Advertising Campaign and Integrated Marketing

Communication

Now, we have understood the meaning of Advertisement Campaign and Integrated

Marketing Communication. We have to explore the relationship between the two. We

know that advertising is one of the main tools in promotion mix. Hence, it acquires an

important place in IMC. A series of coordinated ad with a unified message is an ad

campaign. When the advertisers combine ad campaign with other promotional tools like

direct selling, event sponsorship, website, point of purchase displays with the objective

to maintain brand awareness is actually using IMC.

It is important to take a holistic approach towards IMC to coordinate not only ad

campaign but also the other promotional element. For example, if the ad campaign

stresses on low price, direct selling talks about the quality and the website stresses

innovation, then what the consumer would believe? All this should be coordinated

otherwise it may confuse the audience and he will go to competitors' product for a more

consistent message and product. The integrated, related look projects the brand and its

images to allow the audience to quickly identify the brand.

7. Advertisement Campaign Management

The Advertisement Campaign management is the key ingredient in the success of

integrated marketing communications programme. The Campaign Management involves

various interacting and coordinated institutions to play their respective role in the

advertising process.

The advertisers

The advertisers or the clients are at the core of this system. They are the organizations

that use advertising and other promotional tools to communicate to the target audience

about their product, and services and pay for it to the facilitating agencies. Advertisers

can be international, national, regional and local. The small and large advertiser can be

distinguished by looking at its advertisement management. A small-scale advertisers

function directly to the media, that is, purchases space and time directly and do not use

advertising agencies or other facilitating agencies. The large advertiser makes full use of

the system. He has all the players to manage the advertisement campaign. It is to be

mentioned here that the responsibility for identifying the target market, distribution

system, understanding brand position in the market lies in the shoulders of advertisers.

The advertiser before hiring any agency should know its marketing plan and the

customers that he can refine and redefine with the help of agency later on.

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The Advertising agency

The Ad agency is an outside firm with a pool of professionals with expertise in planning,

production and placement of the advertisement and provides other creative service to

the clients. The large organizations, dealing nationally and internationally, have in house

agencies or a separate advertisement department. Despite of this, they usually take the

services of the ad agencies that work in collaboration with their in-house agency because

of number of reasons. Firstly, agencies have the experts in their areas that cannot be

matched. Secondly, in this competitive world, the firms with number of products are

comfortable when assisted by number of ad agencies. Today, the ad agencies work in

partnership with the advertiser to develop the marketing plan and strategy. There are

different types of agencies with varying degrees of experts and services available with

the advertiser. The selection of each one depends on the need and budget of the

advertiser. Some of the ad agencies are In - House agency, Full service agencies and

Special service agencies.

Creative Boutiques

They offer creative and artistic services and unlike full service agencies, they do not

involve themselves in strategic planning, target audience etc. Their focus is only on the

development of a creative idea into the message theme. Remember the ad — Thanda

Thanda Cool Cool. It was a creative campaign that made Dermicool an instant hit over

the existing leader Nycil. Its ad agency Mudra had created this ad exploiting the fact that

the consumers value cooling sensation to allay the burning sensation caused by prickly

heat.

Media specialist

They are the independent companies buying the media time and space on television,

radio at bulk against heavy discounts. Then they sell these media time and space at

lower cost than what an agency or the companies could have acquired.

Figure 8: Click on the link below to see a picture for media space

Source:

http://www.lindsayburoker.com/wp-content/uploads/2012/03/advertising-ebooks-

authors.jpg

Collateral services

This agency provides the support services to the client or to an ad agency. They perform

specialized functions such as package designing, event management, etc.

Value Addition 12: Activity

Ad Campaigns Scan a newspaper and select an ad that you think is poorly executed. Redesign it.

Write down the points detailing why you don’t like it and your suggestions to change

it.

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8. Advertisement Campaign Planning

Every company desires to grow and hence plans for the future. Top management makes

general broad objectives by which different departmental plans are derived, production

plans, finance plans, marketing plans etc. Within marketing plan, there are different

promotional plans to communicate the message to the target audience. These marketing

communications needs to be integrated. It means the message from the different

sources, like advertisement, a word of salesman, or a coupon in a newspaper, should be

understood by the customer in the same form.

The success of an Advertisement Campaign depends on its planning. A brilliant thinking

with a perfect execution makes history. The planning should be done such that every ad

acts as a function of each other and reinforce the same message with a coordinated

look. This process of planning a campaign is done by different participants, like, the

advertisers, ad agency, specialist agencies that we have discussed in the preceding

section.

1 Analysing the target customers

Nothing is more important than building an ad campaign for a defined target audience. It

may appear as a simple exercise but it takes careful planning and market research,

analysis to determine the correct audience. For instance, a company selling expensive

accessories for the teenage kids has to identify the number of target audience that is not

the number of teenagers, but the upper middle class parents who has the capacity to

spend that much for their kids. In this case, the parents are purchasing the brand but

the ultimate consumers are the teenagers. When the firm targets the parents, the sales

can increase. The moral is identifying the right target for the campaign. Once it is

determined the firm knows the area for the resource allocation.

Advertisement is aimed for its present and prospective customers. This audience are

singled out by the firm because the firm thinks that they might need or like the product,

if exposed to ad campaigns. Targeting the customers means that the firm wants to

deliver their message to them.

2 Identifying Advertising objectives

The objectives that an advertisement campaign aims to achieve should be identified. It

implies the campaign should accomplish the communication objectives to be achieved in

a particular period of time

Ad campaign objectives should be quantitative, precise, measurable, realistic, with

specified time frame and consistent with other marketing objectives. The objectives aims

to achieve everything for all the people are not at all effective. The focus is on getting

the desired response from the target audience. Hence, the objectives should define the

target audience and the desired response. Often, the campaign objectives are tied to the

life cycle of the product, competition level and available resources. The broad campaign

objectives are to increase sales and communication with the target audience. Combining

sales objectives and communication objectives is an excellent basis to plan an ad

campaign.

3 Determining Ad campaign appropriations

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Ad campaign appropriation means the allocation of budget covering all media costs. This

step is critical as inadequate fund will not be able to establish a campaign whilst

spending too much will waste the resources of the company. The appropriation of funds

can be decided by looking at the historical figures, the competitors’ spending and the

view of management.

4 Designing and Development of message

Message refers to the communication that an advertiser wants for its product to the

target customer. The content of the message is determined by the features, uses and

benefits of the product. The characteristics of the target audience- their age, lifestyle,

income pattern, education level, occupation and other attributes also affect the content

of the message. It is to be mentioned here that the advertiser should avoid using the

same appeals in the campaign. Many of today's deodorant ads are a repetition. The boy

or a girl applying it is seeking attention and almost mobbed by the opposite sex. The

result is a weak link between the ad message and the brand associated. The advertiser

should conduct the research to analyse the working of suitable appeal for the given

product. The objective of the appeal is to arouse interest and need in the minds of target

audience.

Message development is the area where the real creativity of the agency exists. The

creators have to get into the mind and heart of the audience and realizing as if they are

the actual consumers and anticipating the response by merging the barriers of culture,

thinking, and languages. They have to fully explore the rational and emotional appeal

associated with their product and should make full use of it by linking good feelings,

humour and feeling of association with them.

Till recently, the film stars, celebrities, and cricketers are the safest bet. But now, we

can feel the change in the advertising industry. The concept of bringing people together

is the new concept cashing on by the advertisers. Many brands have joined this group

emphasizing on friendship, values etc.

5 Media Planning

A great ad campaign with wrong Medias will lead to wastage of resources. Selection of

appropriate media is equally important to ensure that your creative campaign reaches

the right target audience at the right place and in the right mood. But, sometimes media

is least taken care of. the advertisers and the agency, all are more interested in creating

a good campaign to attract, entertain, inform, promote and sell the product. Poor media

choices can waste an entire ad campaigns. The selection of media depends on the

budget of the advertiser and the creative requirements of the campaigns. For example, if

the message requires demonstration then television, internet, cinema ads would run

successfully, If the message is suppose in form of jingle, like the honey - bunny of Idea

Cellular going on air now - a -days, radio can also be chosen.

Figure 9: Click on the link below to see the Global Spend by different Media Type

Source:

http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2011/07/medi

a-change-advertising.png

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Advertisers prefer media with a large coverage or circulation that is greater chances of

media exposure to the audience. Mass coverage media are television, radio, and

magazines whereas regional coverage includes direct advertising and outdoor

advertising.

6 Executing the campaign/ Scheduling of ads

Execution of campaign requires great planning and coordination. At this step, the entire

planning of campaign and media is implemented. The media shows the advertisement on

the decided day at the decided time. It implies detailed scheduling of all the ads in the

campaign to ensure coordination and bring in synergy effect. If there is any deviation in

the implementation phase from the planning part, it must be checked thoroughly by the

advertisement personnel. One of the most creative elements of the campaign is the

execution style. The same message can be executed in number of ways, like, humour,

fantasy, demonstration, comparison, musical, research based, animated characters and

any combinations also.

7 Evaluation of Campaign

Any campaign evaluation will depend upon the objectives of evaluation. The questions to

be asked in this context are; have we achieved the objectives? How can we measure the

achievement of the objectives? How the effectiveness of any campaign is evaluated in

terms of Sales objectives and communication objectives? How do we know that a

particular campaign has resulted in increase of sales or created awareness among

people?

This is the area where the advertiser is not sure about the money has been well spent or

not. For this, they spent huge amount on pre-testing and post-testing of the campaigns

to judge its effectiveness. There should be a systematic and organised effort to estimate

the ad effectiveness before it is actually launched (pre-test) that helps in avoiding the

adverse effects later. The post-test to measure the ad effectiveness in terms of

communication objectives, consumer surveys or experiments can be conducted and to

measure the sales objectives, the change in sales and market share has to be analysed.

Further, while interpreting the results obtained from testing, some allowances for the

deviations that may have occurred due to actual market situations, demand and supply

variation, consumer behaviour, etc. should be accounted for.

Value Addition 13: Preparation of Ad Campaign

Advertisement Campaign Planning

The cricket women’s team needs additional funds to get them to an interstate

tournament. Unfortunately, the sports department has no extra money and has

suggested that the students raise the funds. Prepare a poster campaign that

involves both the school and local community.

Summary:

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• Advertisement campaign as a series of correlated and coordinated ads based

on same theme, characters, jingles and placing them in various advertising

media to communicate a message to the target customer for a particular

product for a definite period of time.

• A good advertisement campaign is a combination of advertising strategy, big

idea and creative execution. The strategy defines 'what' whereas big idea and

creative execution defines 'how'.

• Strategy is a message the advertiser wants to give or aspires to solve the

communication related problems. The strategic options that can be chosen by

the advertisers are Generic approach, Unique Selling propositions (USP),

Image of the Brand, Product positioning, Pre-emptive Claim, Resonance,

Affective.

• Big idea is the idea that advertiser select for communicating the strategic

message to the audience. It is a creative idea that serves as a central theme

for all the ad series. It may change from campaign to campaign to keep the

advert fresh.

• Creative execution of the advertisement campaign is about delivering a

relevant selling message in an unexpected manner, such that it catches the

attention of the target audiences. An execution is considered effective when it

is relevant, original and impactful ( ROI).

• The difference between a single shot advertisement and advertisement

campaign is all about continuity. The single shot advertisement has its own

message, theme aimed for the message communication to the customer. But,

when we talk about an ad campaign, continuity is the one of the essential,

which demands an integrated single-minded approach towards all the

customers across all the medias.

• The two things should be kept in mind to ensure continuity of an effective ad

campaign, these are extending the creative strategy across different medias

(Extendibility) and repeating the creative strategy and not the idea within

each medium (Repeatability).

• The need of any marketing is to transmit the message of availability of the

product to the target customers via different tools of marketing. When this

message is received and interpreted by the customer, marketing

communication takes place.

• Earlier the different marketing communication means were considered as

separate elements that were planned and implemented individually. The

impact of one over another was not thought and hence not taken care of.

Then the concept of Integrated Marketing Communications (IMC) emerged

that emphasise on the integration of marketing communication. IMC

integrates the effect of a promotional effort where all the marketing

communications (advertisement, salespeople, point of purchase, billboards)

send a consistent message rather than working independently.

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• It is important to take a holistic approach towards IMC to coordinate not only

ad campaign but also the other promotional element. All this should be

coordinated otherwise it may confuse the audience and he will go to

competitors' product for a more consistent message and product.

• The Campaign Management involves various interacting and coordinated

institutions to play their respective role in the advertising process. They are

the advertisers, ad agency, creative boutiques, media services and collateral

supports.

• The Advertisement campaign planning should be done such that every ad acts

as a function of each other and reinforce the same message with a

coordinated look. The steps to plan are analysing the target customers,

identifying advertising objectives, determining ad campaigns appropriations,

designing and development of messages, selection of media, executing the

campaign and its evaluation.

Exercises

Short Questions

1. Write a note on Advertisement Campaign.

2. Write a short note on Integrated Market Communication.

3. Define advertisement.

4. What is the role of client in the management of Advertisement campaign.

5. How ad campaign is a technique of Integrated Marketing Communication ?

Long Questions

6. Why is it important to devise the ad strategy before executing a campaign ?

7.Find out two brands that have a poor ad strategy giving reasons why the strategy

was weak.

8.Discuss in detail the management of Advertising Campaign.

9.What are the fundamentals to ad Campaign ? Describe.

10. 'An execution is considered effective when it is relevant, original and impactful

(ROI)'.Examine the statement.

11.Elaborate the steps for the planning of the Advertisement Campaign.

12.Explain Advertisement Campaign with the help of five such campaigns.

Glossary

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Advertising : Advertising can be defined as- a paid for, non-personal communication

from an identified sponsor to communicate the information and to influence consumer

behaviour.

Advertisement campaign :Advertisement campaign are a series of correlated and

coordinated ads based on same theme, characters, jingles and placing them in various

advertising media to communicate a message to the target customer for a particular

product for a definite period of time.

Advertisers: They are the organizations that use advertising and other promotional

tools to communicate to the target audience about their product, and services and pay

for it to the facilitating agencies.

Strategy : Strategy is a message the advertiser wants to give or aspires to solve the

communication related problems.

Unique Selling propositions (USP): It is a distinct competitive advantage that other

brands don’t possess.

Big Idea : The big idea is the idea that advertiser select for communicating the strategic

message to the audience.

Creative Execution: An execution is considered effective when it is relevant, original

and impactful ( ROI).

Product positioning: It is placing the product relative to competitors’ in the minds of

the consumer.

Continuity: Continuity is the one of the essential which demands an integrated single

minded approach towards all the customers across all the media.The two things should

be kept in mind to ensure continuity of an effective ad campaign, these are extending

the creative strategy across different medias (Extendibility) and repeating the creative

strategy and not the idea within each medium (Repeatability).

Extendibility: Extendibility means extending the media coverage by including more and

more media.

Repeatability: Repeatability means use of common idea or related element, not

necessarily identical, to create an ad campaign with a series of ads.

Marketing Communications : The various means to communicate the message to the

target customers, like, advertising, sales promotion, direct marketing, public relations,

personal selling and sponsorship marketing are marketing communications.

Integrated Marketing Communications (IMC): IMC involves all marketing

communications to deliver a single minded and unified message to the target customer.

Ad agency: The Ad agency is an outside firm with a pool of professionals with expertise

in planning, production and placement of the advertisement and provides other creative

service to the clients.

In house agency: A separate whole department devoted to advertisement headed by

advertisement manager reporting to marketing manager, who in turn reports to top

management.

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Full service agency: A Full service agency offers full range of communication and

promotion services to their clients.

Special service agencies: These agencies provide specialist or experts in a particular

field to the advertiser or the ad agency.

Creative Boutiques: They offer creative and artistic services and unlike full service

agencies, they do not involve themselves in strategic planning, target audience etc.

Media specialist: They are the independent companies buying the media time and

space on television, radio at bulk against heavy discounts.

References

1. Work cited

Advertisement and Promotion: An IMC perspective, Shah Kruti, Alan D’ Souza,

Tata McGraw-Hill Education

Essentials of marketing, Lamb Charles W., Joseph F. Hair, Carl McDaniel, Flipkart

Marketing, Pride William M., O.C. Ferrell, Flipkart

Marketing Communications, KoekemoerLudi, Steve Bird, Flipkart

Promo, O'Guinn Thomas C., Chris T. Allen, Richard J. Semenik, Flipkart

Advertising Strategy: Creative Tactics From the Outside/In ,Altstiel Tom, Jean

Grow, Sage Publications

2. Suggested Readings

Advertisement and Promotion, Belch, Tata McGraw-Hill Education

Graphic Communications Today, Ryan William E., Theodore E.Conover, Flipkart

Advertising Management: Concepts and cases, Mohan Manendra, Tata McGraw-

Hill Education

3. Websites

Go tohttp://ormaxworld.com/case-studies.php?page=2 for iodex and moov

comparison.

View http://tinkermagazine.wordpress.com/2008/12/19/health-and-all-that/ to

read Complan and Horlicks ad war.