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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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