Online Advertising Basics

Overview of the Marketing Budget of a Brand

The marketing budget of an FMCG brand typically comprises of the following elements: 1. Above The Line (ATL) budget 2. Below The Line (BTL) budget The ATL budget broadly comprises of two components: the media budget and the production budget. Media budget is the actual money that is spent on advertising the brand in conventional …

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The buzz about Twitter, TV, and Nielsen

What is Twitter for TV ? Historically, TV viewers have always liked to discuss and debate about TV shows. People always talked about that particular cricket shot, actor, and that movie scene as they watched TV in their drawing rooms. But, the discussion was traditionally limited (geographically) to people inside the room. Twitter for TV allows you to tweet your ‘talk’ …

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Entertainment in Television Advertisements

As I mentioned in earlier blog posts, to communicate something to a recipient one has to command the recipient’s attention and then be relevant to the recipient. Communication:  Command Attention (Clutter breaking) ->  Be Relevant This holds true even for communication among two individuals or two groups of people or for television commercials (TVCs). For the …

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CENTURYPLY’s latest Gorilla TVC

CENTURYPLY is undoubtedly one of the major furniture brands in India. Century Plyboard stayed away from TV advertising from the last four years, before it came back on TV with its new TVC on the World Anger Day - 28th Aug, 2012. In this blog post, we shall evaluate this TVC from Century Plyboard and understand if …

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CDM launches a new TVC before Friendship Day

For years, Cadbury Dairy Milk (CDM), India's favorite chocolate brand, has been trying to be the symbol of celebration and expression of every sweet moment in your lives. In continuation of its pursuit, Cadbury Dairy Milk celebrates the beginning of new friendships with its latest TVC, ‘nayi dosti ka shubh aarambh’. The TVC showcases the first magical moments …

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AdStock GRPs

AdStock is a simple mathematical model of how advertising builds and decays. It is invented by Simon Broadbent as he studied Milward Brown’s ad awareness data. AdStock helps to: Optimize your advertisement scheduling Used in marketing-mix modelling to come up with advertising ROIs, etc. Helps you decide when to be off-air and when to be …

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Scheduling Strategy for Advertisements

Scheduling deals with the question, ‘When should we advertise the product?’ The answer depends on many factors such as the marketing objective, product sales trend, competition, budget, etc. as we will see in the article. Types of scheduling patterns: There are three types of scheduling patterns broadly: Continuity – Advertise throughout the year and evenly …

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Television Advertisements – Clutter breakthrough and Brand Relevance

Before reading this article, just close your eyes zeroing your mind for a moment and recollect three television advertisements. Write down a few details of each of the television advertisements you could recollect. Of all the numerous advertisements I’ve watched, I could recollect only three advertisements: The old Nescafe advertisement The recent Flipkart’s advertisement of …

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No ‘One India’ in Advertising

Not many people would argue about the diversity of the culture in India. This is the country where the language and the taste of water changes every 100 km. The question is - how does this diversity affect the marketers to communicate their products? How does an advertiser look at this diversity? Is there a …

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Packaging gaining more importance

Although advertising can be a highly effective means of communication for those consumers who are exposed to it, it is becoming extremely difficult to reach with increased media fragmentation and costs of TVCs. Advertising on TV is a very costly affair and is done only when other vehicles cannot attain the objectives. Increase in Modern …

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How is Intel promoting Core?

The heart of a computer is the processor and that is what Intel makes. Let us see how Intel is constantly reminding the consumers about what they build  and inspire them to engage with their technology. In a bid to engage consumers and promote its i5 processors, Intel is doing a range of promotions. Objective: To …

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Promotions: Maggi Club

Maggi Noodles was launched in 1983 as a tasty treat for children, with the brand communicating a strong fun element. The packaging was bright, innovative, and attractive. The brand appealed to mothers as it was very convenient, taking only 2 minutes to prepare, and the price is very affordable. Maggi was a big success. But, …

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Google and P&G on ZMOT

According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) “first moment of truth” and it’s considered the most important marketing opportunity for a brand. The term "First …

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Touch point strategy

Segmenting consumers and understanding their behavior helps us understand the different customer interactions and touch points available for each of these consumer segments. Understanding the brand personality and the moods the brand can leverage will provide the advantage to communicate the values and be present at relevant touch points. With the media clutter the consumers …

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Flipkart attacks the online fears with its new set of TVCs

I was always excited with the company Flipkart and how carefully they are choosing their way forward. For now, Flipkart seems to be playing their cards right. Flipkart.com has aired three TVCs.  Each of the ads attack a distinct fear in the consumer's mind towards online shopping, and how Flipkart solves that problem. Fear of …

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Myntra.com

Myntra.com is currently among the top e-commerce companies in India. Recently, they started above the line (ATL) advertising with the television commercial(TVC) below. As most of us know, if you have the pockets, a TVC is probably the best way to create awareness of your brand in India. Myntra.com TVC on air Going on TV …

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A to B and B to A marketing

In marketing, there are two fundamental principles called Attitude to Behaviour (A to B) and Behaviour to Attitude (B to A) marketing. In A to B marketing, you target and change the attitude of the consumer first, so that the change in the attitude may result in a desired change in the behaviour. For example, …

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Surrogate Advertisements

In most countries, alcohol and tobacco advertisements are banned. So, companies use a strategy which is to embed the brand of alcohol or tobacco in some other product and advertise that product. This is called as Surrogate Advertising, where the advertisement ostensibly advertises some other brand. For example, a whiskey brand does surrogate advertisements of …

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Brand Activations – An entertaining interaction for the consumer

A visit to any mall and you see it is filled with the in-mall activations and the in-store activations. Brand Activations are catching up fast and becoming a serious BTL activity for the marketers and it is no more only for the awareness, PR and couponing. It is fast becoming an important weapon in marketing …

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