Inform

Persuade
Remind
Reinforce

Tries to create goodwill for the

company and not any specific product
Link various sub units
Link various brands

 Objective

To improve the advertiser's image,

reputation, and relations with the
various groups the company deals with
Target

Audience
End-users and distributors,
suppliers, shareholders,
employees, general public

 To
To
To

make an impact over society

educate
change in habit

 Objective

Inform about new launch

Inform about line extension
Inform about new feature / benefit
Inform about how to use a product
Inform about new promotional scheme
Persuade on the basis of differentiating point
Remind
Reinforce

 Primary demand
Category development
Early stages of PLC

 To develop selective demand

Growth stage of the category
Persuasion is the key task

An innovating company is usually

forced into competitive advertising as
the product life cycle moves along.

 End User oriented

Smaller ,quicker ,clutter

breaking

When brands are not allowed to be

promoted
A successful strategy
People remember the

main brand
and not the surrogate brand

 In
In

cinema
TV serial

 Rational
Product related appeal
Economy
Degree of innovations
Packaging
Differentiation

 Company

related

Image of the manufacturer

Service
Expertise

 Empathy
Humor
Curiosity
Fear
Ego gratification
Patriotism
Mystery

 Achievement

of the objective

 Attention

getting value / Clutter

breaking
Remembering value
Brand link
Target Customer engagement
Could it achieve the brand goal ?

 Brand
Brand

Name
Category : Primary , Secondary

.
Campaign tittle/s
Marketing Challenge/s
Campaign objective/s
Target Audience: primary, secondary.
Segment
Profile

Why
Who

is this Target selected?

else could have been a target ,
why is not selected?

 Consumer

Insight/s
Human insight /s
Competition: Primary , secondary
Why is this competitor selected ? Who
else could have been a competition ?
Why it is not selected?
Competition Vs brand Analysis
Which brand benefits are selected ? Which

are ignored ? Why ?

Competitions ad how this ad is better

 Ad

appeal
Goal Achievement
Effectiveness of the advertisement
on various citeria

 Corporate campaign ad
Competition based ad
Persuasive ad
Reminder ad
Product image building ad
Pioneering ad
Advocacy ad