Cement Industry
PGDBA BATCH - 5 ASSIGNMENT - MARKETING MANAGEMENT
CREATIVE ADVERTISING (PROCESS & EXAMPLE)
Submitted by:
Kaushik Banerjee
Hitesh Akarte
Dileep Nair
Rajesh Verma
Taher Paperwala
Gokul Vishnu
Submitted to:
Dr Rajesh Panda
Submitted on:
10th January 2013
EXECUTIVE SUMMARY
In today’s world of rapidly increasing competition, firms are selling goods and services through a variety of direct and indirect channels. In mass advertising, marketers are exploring new forms of communication, such as experimental, entertainment and viral marketing. Creative Advertising is the means to break clutter in such new forms - it helps Differentiation, Recognition, Recall and Persuasion in an effective manner.
Creativity in advertising involves disciplined thinking and requires the creative person to think differently within specific constraints. The advertisement project is a complex exercise that that consumes a lot of effort, cost and time from different experts in the team which requires every part of the project process to be well-studied, documented and well planned. A lot of research needs to get conducted about the audience, product and media of the advertisement. Increasing sales is not the only goal of the advertising decision and could also involve introducing a new product, delivering the product message, etc.
The most important aspect of the creative advertising process is the idea and the creative concept. Advertisers use different ways of thinking via several types of creative strategies to promote publicity, public relations, personal selling and sales promotion. One such creative advertisement campaign is the Vodafone’s ZooZoo ads which caught the fancy of the consumers and helped the company develop its own entity in a splendid and innovative manner.
The advertising landscape has experienced dramatic change over the past several years and as the advertising medium gradually shifts to the digital platform, agencies are finding new
CREATIVE ADVERTISING (PROCESS & EXAMPLE)
Submitted by:
Kaushik Banerjee
Hitesh Akarte
Dileep Nair
Rajesh Verma
Taher Paperwala
Gokul Vishnu
Submitted to:
Dr Rajesh Panda
Submitted on:
10th January 2013
EXECUTIVE SUMMARY
In today’s world of rapidly increasing competition, firms are selling goods and services through a variety of direct and indirect channels. In mass advertising, marketers are exploring new forms of communication, such as experimental, entertainment and viral marketing. Creative Advertising is the means to break clutter in such new forms - it helps Differentiation, Recognition, Recall and Persuasion in an effective manner.
Creativity in advertising involves disciplined thinking and requires the creative person to think differently within specific constraints. The advertisement project is a complex exercise that that consumes a lot of effort, cost and time from different experts in the team which requires every part of the project process to be well-studied, documented and well planned. A lot of research needs to get conducted about the audience, product and media of the advertisement. Increasing sales is not the only goal of the advertising decision and could also involve introducing a new product, delivering the product message, etc.
The most important aspect of the creative advertising process is the idea and the creative concept. Advertisers use different ways of thinking via several types of creative strategies to promote publicity, public relations, personal selling and sales promotion. One such creative advertisement campaign is the Vodafone’s ZooZoo ads which caught the fancy of the consumers and helped the company develop its own entity in a splendid and innovative manner.
The advertising landscape has experienced dramatic change over the past several years and as the advertising medium gradually shifts to the digital platform, agencies are finding new