2ndthe road way

8/7/2019 2ndThe Road Way

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CBM - ClientManagement


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In a laymans language, its a MOU between the

client and the agency.

Adocument that covers you and proves thelegitimacy of your judgments and actions.

The foundation stone ofANYcampaign.



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Primary Aim

This is just one statement that defines the

purpose of your communication.

Product Launch

Corporate Launch

Abank launching its credit card Acooking oil coming up with a new SKU

Pizza Hut opening a new outlet



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Key Objectives

Every other thing that you desire your campaign todeliver.

Encompasses a certain message.

Communication of added features, unchanged qualityetc.

Launch of cooking oils SKU is the primary aim,

however, the communication would also say that thequality is unchanged.

Making sure that less price doesnt depict yourecompromising on quality.



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Secondary Objectives

This remains unchanged across all

communications.

Every campaign has a non stated, unsaidobjective.

Increment of sales the underlying principle ofsecondary objective.



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Bulls Eye

Target audience you intend to hit directly.

It can be divided into two categories:

Physical Emotional



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Target Audience - Physical

Geographic Area

Income Group

Gender

Age Group

SEC

Social Status



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Target Audience - Emotional

KeyProblems

Specific habits



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Secondary Audience

Acertain group of people you are hittingindirectly.

This can also be classified as above: Physical &

Emotional.



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UniqueSelling Proposition

This is a global equity statement.

This symbolizesONE key benefit your brandhas.

One statement with which your brand isassociated.



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Rational Proposition

Tangibles that you are offering other than yourcompetitor.



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Emotionalproposition

This directs to the key emotions that the brand isusing as its platform.



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Platforms

Aplace from where you declare your positioningout loud.

Famous ones are cricketers, celebrities, youth

etc.



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Physical Elements

Physical features, a brand is offering.

Can be a certain logo, shape or even color.

MobilinkIndigo.



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Print

Dailies

Weeklies

Monthlies

Bi-Monthlies



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Radio

FM

Non FM



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OOH Outof Home

Conventional hoardings / billboards

Pole signs

Directionals

Banners

Shop signs

Gantries Building wraps

Auto wraps

LEDs



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POS PointofSale

Premises based mobiles, buntings, floorgraphics

OffPremises posters



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Non-Traditional Media

Internet ads

Kiosks



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EventBased

Non calendar events

Calendar events



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Non EventBased

Stalls

Merchandising



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CreativeConsideration

Tone & Manner language / emotion

Brand image image a brand carries(friendly,fun loving)



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Budget

Upward break up

Downward break up



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Media Monitoring

Direct competitor

Indirect competitor



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Single Minded Proposition

One statement that your brand stands for.

This should be communicated through all mediums andall vehicles.

Core value of the brand.

Thanda matlab Coca Cola.

Sab se gaarha doodh Haleeb.



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Timeline

Agreed upon deadline.

Strategies and timelines are the Himalyas ofmarketing.



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Positioning

Perceived value of the brand.

The way you want others to think of your brand.

Atransparent positioning is the essence of asuccessful campaign.



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Associations

Asimilar concept that interlinks with physicalequity.

This is what a brand correlates itself with.

Again, could be a particular color, music, music.



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