What according to you are the critical factors that make a great advertising campaign?
Consistency:
The campaign must be consistent with the value of the brand. It’s very much like we will take a recommendation for a night club from a youngster, but we’ll suspect it if it’s coming from somebody who is over 60. Similarly, brands have distinctive values and represent something unique.
Meaningfulness of the proposition:
The most unsuccessful campaigns are just telling one-sided product stories. That is something, which consumers don’t take in very good spirit.
Creativity:
Has the purpose and proposition been expressed through an interesting creative idea? Because in today’s cluttered world, very often, propositions are similar and not the same. And what sets them apart and makes them stand out is the creative idea, which helps in putting the proposition across.
Execution:
A great idea does mean a lot. But without proper execution, it remains nothing but an idea. All the supporting, copy-writing, visuals, editing et al have to be seamlessly weaved in, in order to ensure that the advertising campaign fulfils its potential.
Content:
All these four factors have to do with the creation of content. The content has to be expressed through the right contact points with enough frequency. It’s never about huge marketing budgets. Thums Up – a brand, which we’ve been handling for almost 17 years now, has always had a fraction of the budget allocated to rival cola brands. It succeeded because all of their campaigns were backed by these five factors.
All these five factors are extremely critical. A lot of beautiful campaigns fail because they don’t understand the brand DNA. We know plenty of cases where advertising doesn’t have a clear purpose and as a result, the consumer ignores it. If you look at the detergents category, almost every brand is claiming whiteness. There is just too much of clutter. So, you need to have a clear idea to get through your purpose to the consumers at large.
Consistency:
The campaign must be consistent with the value of the brand. It’s very much like we will take a recommendation for a night club from a youngster, but we’ll suspect it if it’s coming from somebody who is over 60. Similarly, brands have distinctive values and represent something unique.
Meaningfulness of the proposition:
The most unsuccessful campaigns are just telling one-sided product stories. That is something, which consumers don’t take in very good spirit.
Creativity:
Has the purpose and proposition been expressed through an interesting creative idea? Because in today’s cluttered world, very often, propositions are similar and not the same. And what sets them apart and makes them stand out is the creative idea, which helps in putting the proposition across.
Execution:
A great idea does mean a lot. But without proper execution, it remains nothing but an idea. All the supporting, copy-writing, visuals, editing et al have to be seamlessly weaved in, in order to ensure that the advertising campaign fulfils its potential.
Content:
All these four factors have to do with the creation of content. The content has to be expressed through the right contact points with enough frequency. It’s never about huge marketing budgets. Thums Up – a brand, which we’ve been handling for almost 17 years now, has always had a fraction of the budget allocated to rival cola brands. It succeeded because all of their campaigns were backed by these five factors.
All these five factors are extremely critical. A lot of beautiful campaigns fail because they don’t understand the brand DNA. We know plenty of cases where advertising doesn’t have a clear purpose and as a result, the consumer ignores it. If you look at the detergents category, almost every brand is claiming whiteness. There is just too much of clutter. So, you need to have a clear idea to get through your purpose to the consumers at large.
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Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face
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