Outdoor Advertising

2. Objective Setting Strategic Planning
Basic Monthly,
quarterly and
Six monthly
Strategy
Execution
Schedule/Cost & Time Periodic Reviews
Lines

3. Assets Development
 Business association with media owner in western region.
 Cracking Municipal Corporation of tier -2 cities
 Planning for acquiring media in up coming Malls on DBOT as per the
company guidelines
 Looking for untapped an venues by foray different form of media
 Way finding Signage's ,Wall wraps and Glass Facade in Mumbai.
 Acquiring Media rights in Non Stop train Name Duronto (To create a
basics platform all ATL & BTL activity inside the train)

4. Client Development
 Shall be pitching to client those who are aware of out
of home media.
Feb-Mar-  All Mutual funds company & Insurance sectors(Tax
benefit & ELSS Fund).
• All OOH Client
• Financial and tax  Regular follow- up with all broadcasting channels
• Broadcaster
• DTH
 Targeting on IPL & it’s related branding company
• Automobile  Aggressively working on Home Loan & Automobile
• IPL client sector ( Pre Budget)
• Home Loan
segment  Tapping the DTH,LCD, Net book, Notebook & Plasma
brand (Pre IPL & Budget)

5. Client Development
 All Major tours and Travel company.
 All Vertical Web-portals (ATL & BTL)
 Entire Retail Segments, Apparels and Brands
Mar-April
 Targeting on IPL & it’s related branding Co.(follow-
• Tours & Travel up)
• Vertical Portal
• Retail  Tapping all F.M.C.G Brands & Beverages.
• Real-Estate  All Major Ari-condition Segments.
• Apparels &
Gems
• FMCG Brands.
• Air-condition

6. Client Development
 All Cola and Beverages’ (ATL & BTL)
 Entire Cement Segments and related Brands for C.I
 Focusing on IPO, Real-estate, educational institute
May-June
and Overseas Education client(ATL & BTL)
• Cola & Beverages
• Cement  Tapping all F.M.C.G Brands
• IPO  All trade and business exhibition.
• Educational
• New products  All foreign exchange brands
• Exhibitions Fair
• Forex

7. Relationship Development
All Agency
All major BTL
All Major ATL
&
Creative
All Major P.R
Ag.

8. STEPS KEY CONCEPTS
Mental maps
Identify and Establish contacts & Competitive frame of reference
Offering Brand Positioning and Values Points-of-Competitor and points-of-difference
Core enkon values
Plan and Implement Strategy Mixing and matching of media elements
that suits client’s requirement Integrating marketing activities
Leveraging of enkon associations
Competitive updated information Competition Movement in our area
Competitor media audits
through Pin mailers
Offering best option from that market
Customized plan matrix
Grow and Sustain Client Vacation Vouchers
Barter

10. Advertiser buys
not time in TV or Radio air
not pages in Press Media
but
audience of Mass Media
Why OOH poor in India, just because of improper media measurement tool

12. 90%
Awareness
70%
Knowledge

13. n
Related behavioral Movement toward Types of promotions and
Dimensions purchase advertising at each step
Point of purchase
Purchase Retail store ads, Deals
Co native
Realm of motives. “Last-chance” offers
Price appeals, Testimonials
Ads stimulate or direct Conviction
desires.
Preference
Affective
Competitive ads
Realm of emotions. Argumentative copy
Ads change attitudes Liking
and feelings “Image” copy
Status, glamour appeals
Knowledge
Cognitive
Realm of thoughts. Announcements
Ads provide information Descriptive copy
Awareness Classified ads
and facts. Slogans, jingles, skywriting
Teaser campaigns

14. Objectives Setting
Budget Decisions
Message Decisions Media Decisions
Campaign Evaluation

15. Advertising Objectives
• Specific Communication Task
• Accomplished with a Specific Target Audience
• During a Specific Period of Time
Informative Advertising Persuasive Advertising
Build Primary Demand Build Selective Demand
Comparison Advertising Reminder Advertising
Compares One Brand to Keeps Consumers Thinking
Another About a Product.

16. Advertising Program Evaluation
Communication Effects Sales Effects
Is the Ad Communicating Well? Is the Ad Increasing Sales?

17. Enhance
corporation’s identity
Institutional
Advertising
Advocacy
advertising
Pioneering
Product
Competitive
Advertising
Comparative

18. Top Management Sets the
Spending Limit
The Promotion Budget Is Set to Stay
Within the Spending Limit

19. Advertising Budget Methods
Affordable, Percentage of Sales, Competitive-Parity and Objective-and-
Task
Product Stage in the Product
Differentiation Life Cycle
Factors in
Setting the
Advertising Advertising Market
Frequency Budget Share
Competition
and Clutter

20. Appreciation
As an
individual
score best
the same Recognition
Mind Goodwill
effect will churn
contribute to
the
employer
Sales
Satisfaction
& Self safety

21. 4. RELATIONSHIPS =
RESONANCE What about you & me?
3. RESPONSE =
JUDGMENTS FEELINGS
What about you?
2. MEANING =
PERFORMANCE IMAGERY What are you?
1. IDENTITY =
SALIENCE
Who are you?

22. In every complex sale, there are four types of buying influences. These
people are not necessarily the same for different sales objectives even with
the same company.
 Economic Buying Influence: gives final approval to buy; one person
or set of people. Find Economic Buying early and demonstrate the
bottom line impact
 User Buying Influences: make judgments about the potential impact
of your product/service on their job performance; there may be
several User Buying
 Technical Buying Influences: screen out possible suppliers; make
recommendations based on how well the product meets a variety of
objective specifications; can’t give a final yes, buy they can (and
often do) give a final no.

23. Marketers know strong brands are important but aren’t always sure how to
build their owns brands, corporate Identity against competition.
Competition V/S
 Our form of attack ….. Brand
formation/Recall
 comprehensive
 cohesive
 well-grounded Media Price V/S Customer Point
ROI of view
 up-to-date
 actionable
Marketers