Page 142 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes
Table 7.2: Some Big Ideas
Company/Brand Ad campaign theme
Amul “Taste of India.”
De Beers “A diamond is forever.”
BMW “The ultimate driving machine.”
Nike “Just do it.”
Hallmark cards “When you care enough to send the very best,”
Timex watches “It takes a licking and keeps on ticking.”
Wills cigarettes “Made for each other.”
Videocon “Bring home the leader.”
Philips “Let’s make things better.”
BPL “Believe in the best.”
Femina magazine “For the woman of substance.”
Woodland shoes “Leather that weathers.”
Citibank “Unfixed deposit.”
Maggi “2-Minute noodles.”

Notes President of the American Association of Advertising Agencies, John O'Toole
describes the big idea as a: "Flash of insight that synthesizes the purpose of the strategy,
joins the product benefit with desire in a fresh, involving way, brings the subject to life
and makes the reader or the audience stop, look and listen."
(The Trouble with Advertising, 2nd ed., New York: Random House, 1985)
This description of 'big idea' presumably refers to the creative specialist's experience in
generating the idea, which links the product or service-benefit to a relevant purchase
situation and clearly refers to the processing step in the consumer response process.

Jerome Jeweler writes in his book Creative Strategy in Advertising: "The major selling
idea should emerge as the strongest singular thing you can say about your product or
service. This should be the claim with the broadest and most meaningful appeal to your
target audience. Once you determine the message, be certain you can live with it; be sure
it stands strong enough to remain the central issue in every ad and commercial in the
campaign."
(Creative Strategy in Advertising, Belmont, CA: Wadsworth, 1981.)

7.3 Summary

Advertising strategy will include the determination of the advertising objectives that
helps in understanding and evaluating the campaign in a better way, situational analysis
that helps in knowing the current market conditions pertaining to advertisements, defining
the target audience that helps channel all the efforts in the right direction and allocation of
budget.
A campaign is an interrelated and coordinated set of promotional activities that focus on
some single theme or idea and is built to accomplish some predetermined objective(s).

An advertising plan aims at matching the right target audience to the right message and
presents it in the right medium to reach that audience.

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