Session 9-10

IMC
SESSION- 9-10
Dr. Ekta Singhal
8/7/2024
Advertising message
An advertising message is an idea an advertiser Its goal is to convince people to perform a

wants to communicate to their target audience. certain action, such as registering, purchasing
something, or making a reservation.
A headline
Components A sub-headline
of an
Advertising Copy
Message
Images
Call-to-action
Message theme
A theme of advertising is a central, recurring idea or message intended to trigger
desired action from the customers.
It is the heart of advertising copy.
It tries to tell a story- a character, a problem and a solution.
It is created by using a MESSAGE STRATEGY.

Message Strategies
• The message then can be created

using several different message
strategies, which is the primary tactic
or approach used to deliver the
message theme.
Cognitive
Affective
Conative
Cognitive Message
Strategy
Generic
Preemptive
5 forms of
Cognitive
USP
Strategies
Hyperbole
Comparative ads
2 categories
RESONANCE ADVERTISING EMOTIONAL ADVERTISING

(COMFORT MARKETING)
Animation
Slice of life
Executional
Frameworks Testimonial
The way ad Authoritative

appeal is Demonstration
presented
Fantasy
Informative
Creating an
advertisement
CREATIVE BRIEF
7/30/2019
Creative brief
8/7/2024
A creative brief is a short 1-2 page document outlining the strategy
for a creative project.
Think of it as a map that guides its target audience - the creative

team - on how to best reach the campaign’s stated goals.
The creative brief is usually created by the account manager in close

consultation with the client.
To that effect, it’s an interpretation of the client’s ideas and vision

for the brand and the product.
From the choice of font in a print ad to the overall theme of the

campaign, everything springs from the creative brief.
8/7/2024
• Most creative briefs include the following:
• A short brand statement

• A brief overview of the campaign’s background and
objectives.
• Key challenges that the campaign aims to resolve.
• Target audience for the campaign.
• Chief competitors.
• Primary message describing the brand’s values and
market positioning.
• Communication channels on which the campaign
will run.
8/7/2024
• Nominally, the person responsible for managing the client relationship makes the
creative brief. Usually, this is the account manager or the project manager.
• This person works closely with the client to understand their requirements, their
current situation, and the desired future outcomes.
• Creative team: to analyze whether the client’s vision is viable and to brainstorm creative
ideas.
• Marketing team: to gather customer data, analyze competitors, and develop a viable media
strategy.
• Accounts team: to analyze budgets.
8/7/2024
Give creative team a broad vision of the brand, the
business, and the product.
Offer inspiration and give your team a starting

point to brainstorm ideas.
Why Do You
Give third-party contributors a quick
Need a Creative understanding of the brand and its background.
Brief?
Reduce client-creative conflict by ensuring they're
on the same page
Align the client's budget and expectations with

your creative media strategy
8/7/2024
Advertising management
1 2 3 4
Review the role Select ad agency Develop an ad Develop
of advertising in campaign creative brief
IMC effort management
strategy
All companies can do this work by themselves.
They can make ads, print or advertise them on
televisions or other media places; they can
manage the accounts also.
Then why do they need advertising agencies?
8/7/2024
Role of Advertising Agencies
Creating Doing Planning Taking
Creating an ad on Doing research on Planning for type of Taking the feedback

the basis of the company and media to be used, from the clients as
information the product and when and where to well as the
gathered about reactions of the be used, and for customers and then
product customers. how much time to deciding the further
be used. line of action
types of advertising agencies
Large size agencies.
Deals with all stages of advertisement.
Full service Different expert people for different departments.

Agencies
Planning & purchasing media time & space.
Starts work from gathering data and analyzing and

ends on payment of bills to the media people.
8/7/2024
Very creative and innovative ads.
Provides only creative services.
Creative No other function is performed other than

creating actual ads.
Boutiques
Small sized agencies with their own
copywriters, directors, and creative people.
Eg: RMG David, Vyas Gianetti Creatives,

Chlorophyll
• Specialize in the buying of media, particularly radio and
television.
• Buys place for advertisement and sells it to the
advertisers.
• Sells time in which advertisement will be placed.
• Schedules slots at different television channels and radio
stations.
Media Buying
• Finally supervises or checks whether the ad has been
Agencies telecasted at opted time and place or not.
• Agencies and clients generally develop their own media
plans and then hire the buying services to execute them.
• Eg: Mindshare, Initiative Media (LOWE), Zenith Media
(Bates, Saatchi & Saatchi), Optimedia (Publicis),
Starcom (Leo Burnett)
Interactive Agencies
• Modernized modes of communication

are used.
• Uses online advertisements, sending
personal messages on mobile phones,
etc.
• The ads produced are very interactive,
having very new concepts, and very
innovative.
• Eg: Webchutney, Digital Latte, PostBox
Communications
In-House Agencies
• As good as the full service agencies.

• Big organization prefers these type of
agencies which are in built and work
only for them.
• These agencies work as per the
requirements of the organizations.
Top 10 advertising
agencies- india
1. DDB Mudra Communications
• Iconic Campaign:
2. Grey India
3. Rediffusion (Y&R)
Tata Motor T1Prima Truck
8/7/2024
4. McCann-Erickson India Ltd
5. Ogilvy & Mather
6. JWT-India
7. Lowe
Lintas
8. FCB-Ulka Advertising Ltd
9. Chaitra Leo Burnett Pvt Ltd
‘Phir ho Ja Shuru’
8/7/2024
10. Madison Communications
8/7/2024
World’s largest ad agencies
1. WPP Group, London
2. Omnicom Group, New York City
3. Publicis Groupe, Paris
4. Interpublic Group, New York City
5. Dentsu, Tokyo
6. Accenture Interactive – Dublin
7. Deloitte Digital – New York
8. PwC Digital Services
9. IBM iX – Armonk
10. BlueFocus Communication Group – Beijing

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IMC

Dr. Ekta Singhal

An advertising message is an idea an advertiser Its goal is to convince people to perform a

It is the heart of advertising copy.

It tries to tell a story- a character, a problem and a solution.

It is created by using a MESSAGE STRATEGY.

• The message then can be created

RESONANCE ADVERTISING EMOTIONAL ADVERTISING

The way ad Authoritative

Think of it as a map that guides its target audience - the creative

The creative brief is usually created by the account manager in close

To that effect, it’s an interpretation of the client’s ideas and vision

From the choice of font in a print ad to the overall theme of the

• A short brand statement

Offer inspiration and give your team a starting

Align the client's budget and expectations with

Then why do they need advertising agencies?

Creating Doing Planning Taking

Creating an ad on Doing research on Planning for type of Taking the feedback

Deals with all stages of advertisement.

Full service Different expert people for different departments.

Starts work from gathering data and analyzing and

Provides only creative services.

Creative No other function is performed other than

Eg: RMG David, Vyas Gianetti Creatives,

• Modernized modes of communication

• As good as the full service agencies.

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