Agency Management Lecture 6 1/5/2011Agency Management – Ruia – TYBMM 2010

Lecture break ups DateLecture topicAssignment Jan 5 th Communication models, DAGMAR, Communication Objectives Jan 7thAgency finances and client evaluationRead up notes, form 4 questions/thoughts to submit – Chapter 4 and 5 Jan 12 th Chapter 6 – setting up an agencyAssignments handed back, final assignments handed out

A-I-D-A Attention – Interest – Desire – Action What attracts Attention? – Layout, typo, colors – Food brands use warm colors, technology – cold – Size of ad/hoarding/TVC – Gigantic hoardings at Kemps corner, W.E Highway, Link Road that cover buildings, 15 sec TVCs, 3 min TVCs etc – Use of White space – Apple – Movement, Position, Celebs, and of course - Sex What secures Interest? – Illustration and headlines provoke further involvement – Certain relate-able moments in case of TVCs Builds Desire? – Create need/desire for the product by appealing to buying motives - Physiological-psychological motives – Overcome barriers to do so And… ACTION!

DAGMAR Define Advertising Goals for Measured Advertising Results DAGMAR emphasizes on Awareness, Comprehension, Image and Attitude towards Brand by consumers as objectives and not Sales Characteristics of Good Objectives – – Concrete and Measurable – clear statement of what needs to be communicated with clear measurement procedure – Well Defined Target Audience that you know in and out – Know current status as a benchmark to work with and know the degree of change you want to bring about – Specify the time period you want to work with – Different objectives require different time frames – Written goals should always be on a contract and recorded on s

Limitations of DAGMAR Measurement problems – How and what do you measure? Awareness, attitude, brand comprehension? Noise – Other elements also contribute to awareness – Word of mouth – Peer Discussion – Unplanned publicity

Communications objectives Introduction Positioning Brand image Trials Channel Stock Sales support Competition Brand Loyalty usage Remind Other Brand consumers Other category users Reinforcement Converting resistance Umbrella Campaigns New Product Awareness Social Objectives Natural Market Decline Push Declining sales Reposition Brand

Communications objectives 1.Introduction of products -Inform potential customers 2.Product Positioning and brand building -Enable consumers to relate to brand and product 3.Building brand Image / Company Image -Unique Selling Proposition of brand - Building a personality through communication -Performance based Image 4.Overcoming resistance / Changing attitudes -Convince users of trying the unfamiliar

Communications objectives 5.Generating trials and store visits -Coupons, Trial sachets, offers to generate footfalls 6.Motivating Channel to stock the product -Ads that make stores and shops want to stock the product 7.Supporting other sales promotion activities -Using ads to promote sales promotion activities 8.Countering Competition -Match competition by showing your differentiation 9.Increasing Brand loyalties -Highlight user experience and strengthen loyalty

Communications objectives 10. Increasing Usage -Increase the amount consumed by users 11. Reminding consumers -Remind users about products to rescue it from clutter 12. New customers from other brands -Pull dissatisfied users from other brands 13. New customers from other categories -Offer product as alternative for other products 14. Reinforcing belief in brand -Assure consumers of making the correct choice

Communications objectives 15. Conducting Umbrella Campaigns -To introduce entire bouquet to users and benefit other products of the company 16. Creating awareness of new products/brands and new company developments -Putting the spotlight on other/new products 17. Pursuing Social Objectives -Promoting social messages associated to company 18. Campaign to counter natural market decline -After reaching maturity stage, product users decrease

Communications objectives 19. Campaign to push declining sales -When market starts diminishing, ads can slow the decline -Temporary decline in sales can be reversed 20. Repositioning the Brand -When original positioning fails or starts to decline in value, a new strategy is adapted

That’s it! But please read Chapter 4 and 5 for next class and have thoughts/questions ready for submission and discussion