Professional Documents
Culture Documents
In a laymans language, its a MOU between the client and the agency. A document that covers you and proves the legitimacy of your judgments and actions. The foundation stone of ANY campaign.
Key Objectives
Every other thing that you desire your campaign to deliver. Encompasses a certain message. Communication of added features, unchanged quality etc. Launch of cooking oils SKU is the primary aim, however, the communication would also say that the quality is unchanged. Making sure that less price doesnt depict youre compromising on quality.
Secondary Objectives
This remains unchanged across all communications. Every campaign has a non stated, unsaid objective. Increment of sales the underlying principle of secondary objective.
Bulls Eye
Target audience you intend to hit directly. It can be divided into two categories:
Physical Emotional
Income Group
Gender
Age Group
SEC Social Status
Secondary Audience
A certain group of people you are hitting indirectly. This can also be classified as above: Physical & Emotional.
This symbolizes ONE key benefit your brand has. One statement with which your brand is associated.
Rational Proposition
Emotional proposition
This directs to the key emotions that the brand is using as its platform.
Platforms
A place from where you declare your positioning out loud. Famous ones are cricketers, celebrities, youth etc.
Physical Elements
Physical features, a brand is offering. Can be a certain logo, shape or even color.
Mobilink Indigo.
Emotional Elements
Refers to the emotion, you are targeting in your communication. If using a family platform, then a fun filled dinner moment is an emotional element.
TV
Terrestrial PTV, PTV World Satellite GEO, HBO, Star Network
Print
Dailies
Weeklies
Monthlies Bi-Monthlies
Radio
FM Non FM
Non-Traditional Media
Internet ads
Kiosks
Event Based
Calendar events
Merchandising
Market Consideration
Seasonal Effects
Distribution Problems
Creative Consideration
Budget
Upward break up
Downward break up
Media Monitoring
Direct competitor
Indirect competitor
Timeline
Agreed upon deadline. Strategies and timelines are the Himalyas of marketing.
Positioning
Perceived value of the brand. The way you want others to think of your brand.
Associations
A similar concept that interlinks with physical equity. This is what a brand correlates itself with. Again, could be a particular color, music, music.
Key Fact
Problem
Objective Key Benefit Support
Conclusion
CBM - Client Management