10 - Promotion: IMC, ATL, BTL

While launching a new product, should write off entire advertising cost in 1st year.

Message:

Creative brief content:

v  mssg

v  TG

v  comm objective

v  key benefit

v  support for brand promise

v  media

Creative development execution:

TV ad's : Brand personality (colours used for diff cosmetic types)

Print ad's : Picture, headline, copy matter in that order.

Legal and Social issues:

ASCI (Advertisement Std Council of India)- self regulatory; women should not be portrayed in subordinate manner.

Monopolies and Restrictive Trade Practices Act 1969 - Wrong representation  is unfair trade practise

Sales promotion offer an incentive & attract brand switchers; however creates clutter.

Interactive Marketing:

Search ad's - when consumers search on google, ad appears depending on -

v  the amount company bids

v  search engine algorithm

Mobile marketing - ability to personalize mssg based on demographics, consumer behaviour characteristics.

Opinion leaders:

Clique - small group, frequent interaction

Effective comm; insulates them from new ideas

Challenge : Bring in Bridge - people part of clique, linked to person in another.