Ad Ppt Final
-
Upload
venkatasubramanian-subramanian -
Category
Documents
-
view
218 -
download
0
Transcript of Ad Ppt Final
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 1/16
It Takes 3 to tango!
The number 3 seems to have a mystical magicattached to it be it movies, or real life or business,
the number 3 seems to be definitely playing anintriguing part in defining success stories
•
In 2009, the number of films released in US theatresdropped by 12% , then came the biggest hit of alltimes, AVATAR! – ticket sales zoomed….. Reason?
•Everyone wanted to catch the 3D version despite theticket os it priced higher. 75% of the film’s rev came
from them
•An avatar is a descent of a deity from heaven to earth ,with specific purpose of bringing back darma to thesocial and cosmic order. It proves to be a avatar forbusiness by helping them to survive
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 2/16
Toshiba is ready with its 3D laptop, sony and samsungwith 3D TVs, ninten do with its 3D Vedio game. From3D photo frames to 3D cameras to 3D Mobile phones,
there seems to be a sudden boom in 3D Devices .
Its 3D all the way!
•Arla foods owned foods, Anchor celebrates its125th birthday with the launch of its first ever 3Dcinema ad , It knew this was a sure short way of grabbing headlines
•
Coca cola too completed its 125 years, and to markthe occasion it covered its head quarters 26 storeyhigh building with canvas and projected 3DImages
•Sun Newspaper became the 1st newspaper in UK to
publish in 3D giving a free 3D glass provided withthe edition
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 3/16
3D Innovation attract the consumers and helpbrand break the clutter
Three seems to have a mystical magic attachedto it : Be it
Magicof
Triangle
LoveTriangle(
Titanic)
BermudaTriangle
Royaltriangleof prince
Charles
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 4/16
The rule of 3
•Old saying about running of business, “ the firstgeneration starts a business, second generation runs it andthird generation ruins it” – only 13% of business make itpass thro 3rd generation
•Rule of 3 applied to art too : Divide the image to make agrid with 9 parts
•One reason for the Mona lisa painting to be famous fordecades is becoz it is composed of 3 different rectangleswith Vinci being an expert in geomentry
•Ancient architectural wonders from Taj Mahal to Pyramidshave followed rule of to bring beauty to structures
Be it business or movies, ART OR Advertising , 3 is themagic number to remember !
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 5/16
Emerging competitive trends and the rise of social mediaare transforming Indian PR Industry like ever before. Are
Indian PR Firms ready?
•M & M holds a very strong position on socialmedia across its business verticals
•The club Mahindra management had not only
already appointed a social media consultant forits online reputation management , but also gotin touch with a blogger to present their views
on critical comments.
•The response at the blog was not knee jerk but
were part of strictly process driven approach bythe organization to manage company’s imageinternally and externally which was beyond
plain marketing
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 6/16
PR has to become
Integratedwithin
culturalprofile of theorganization
Withinvalues
embedded in
the firm
•EnsureCommitme
nt•loyalty
Americancompanies(
Apple, GeneralMotors or even
Obama interms of public
issue)
Japanese firms (Sony, Toyota or
even govt sresponse in terms
of nucleardisasters
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 7/16
Indian Corporationworst of both
Japanese
American counterparts
IndianCompa
niessufferfrom
Lack of
structured PR
process
Lack of integrating PR dept
intooverall
marketing
plan of afirm
PR is togain
strategic
importa
nce
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 8/16
Moving beyond media relations todigital communications
Social mediaand onlinePR Report
2010 states
16% of the
companies
investedheavily in
socialmedia
36% of the
companies madeavg invst
40% yetto
experiment the
platform
Case : Hero honda used FB to sneak peak the
design of its newly launched crossover vehicle in2010
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 9/16
SocialMedia
Advertising
80% Of companies said theyuse FB and Twitter
50% of companies supportedYouTube and LinkedIn
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 10/16
Do’s for PR companies
•Include Social media as strong tool ijn overall plan•Start interacting with the blogger community actively•Ethics in PR are dead, accept it•Build reach in govt from hierarchy where policies areformed•Package your service in a bouquet rather than sellingthem stand alone
DON’T’s for PR companies
•Never promise unrealistic targets to clients•Never adopt a defensive strategy in social media•Don’t ignore the needs of your workforce •Don’t restrict your firm in a niche domain •Don’t hesitate from handling start up accounts
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 11/16
Social Media redefining PR Tools
Only 10 to 12% of the companies in India use PR unlike60-70% in International markets
Indian corporations is to accept that unless PR concept drilled into
employees as a
value
culture
paradi
gm
Which cannot be ignored as a KRA on which they will be assessed, till
then PR simply remain microscopically limited to news placement .
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 12/16
When credibility is at stake
•Recently concluded commonwealth gamesprovides a classic case of crises management .• If CWG can be considered as a lesson then PR isthe main teacher
•Cadbury’s crises phase in India in 2003 – before
diwali Few chocolates were worm infected-stocks and sales volume down•Main challenge was to restore confidence throthe same channel that had questioned it
•Allegations and counter allegations provednegatively to the company, the decision to take
the issue of infestation at a media briefing paidoff .•Crises officers at Cadbury connected with mediaperson by launching project vishwas to win backtrust of consumers .
•
Press ads released in 55 publications, 11languages played a vital role
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 13/16
•Diet Pepsi ran into a problem in US where itwas claimed that there were foreign objects (
syringe, bullet) in the drink
•Crises managers opted to refute the chargesand attacked the accusers head on whileallowing their bottling to be shown in thenews
Reputation Repair Strategies
1. Attack the accuser : Comfort the accuser2. Denial: Assert that there is no crises3. Scapegoat : Blame others for the crises
4. Excuse: Minimise organisational Responsibility5. Justification: Minimise the percieved Damage6. Reminder: Tell Stakeholders about the good works7. Ingratiation : Praise stakehilders for their action8. Apology : Take full responsibility for the crises9. Compensation : Offer money or other gifts to victims
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 14/16
When It comes to Indian PR, It takes two to tango
What is it that drives global PR firms enter Indiathro Acquisition route rather than setting foot on
their own:In a country as diverse as India .
Existing Network
Clients
Infra
Thereby avoiding to start from the scratch
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 15/16
Nitty Grity of Profession
UniqueBusiness
Environment
RegionalSensitivity
Social Media is now becoming a core ingredient of communication approach for many companies – facilitatedby International agency which served in matured market
Win –win situation for both
8/2/2019 Ad Ppt Final
http://slidepdf.com/reader/full/ad-ppt-final 16/16
Are you a Public relations firm or a mediarelations firm
•While PR connotes interaction with the generalpublic, influencing their thoughts and opinions, Mediarelations only refers to those who represent apublication.
•Today the max direct reach that most companies areable to achieve thro these digital channels is around 1million as compared to 17 million in circulation that apublication like Dainik bhaskar can provide.
•So a distinction between media and PR relations isrequired and need for running a separate prog for
each
•Fragmentation of media, Rise of vernacular channelsand increasing churn of journalist means that it iseven more tough to a PR firm to build a truly stickyrelationship with journalist