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Organising forAdvertising and Promotion :
The Role of Ad Agencies and Other
Marketing Communication
Organisations
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STEELSTEEL
Campaign
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Campaign : STEELCampaign : STEEL
Omnipresence : its worst enemy
Per capita consumption of steel in India :
38 kg
World average : 150 kg
Developed countries average : 350 kg.
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Our target audience is everyoneOur target audience is everyone from the Presidentfrom the President
of India to a farmer. We want people to see steel in aof India to a farmer. We want people to see steel in a
different light and think of newer applications of thedifferent light and think of newer applications of the
metal,metal,
-- R K P Singh, DirectorR K P Singh, Director -- General,General,
Institute for Steel Development and Growth (INSDAG)Institute for Steel Development and Growth (INSDAG)
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Objective of the CampaignObjective of the Campaign
To increase the per capita consumption of
Steel
To develop and increase the usage of
steel for new applications
To also have strong rural bias
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CampaignCampaign
Campaign Budget : Rs. 20 Crores
Ad Agency : JWT Ad Films : Equinox and ThinkPot
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A human touch with
more awareness about
STEEL
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IMC for Steel for Life
Print Ads
TVCs
Hoardings
Interactive Website : www.steelforlife.net
Steel Design Contest
PR Initiative
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Participants in the IMC Process :Participants in the IMC Process :
An OverviewAn Overview
1. Advertiser (Client)
2. Advertising Agency
3. Media Organisations
4. Marketing Communication Specialist
Organisations
5. Collateral Services
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Advertiser (Client)Advertiser (Client)
Key participant in the process
Products, Services, Causes to be marketed
Funds the Advertising and Promotions
Assumes major responsibility for developing
the marketing program and takes the finla
decision
Either in-house or through an Ad Agency
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Advertising AgencyAdvertising Agency
Specialises in creation, production and / or
placement of the communication message
May provide other services to facilitate the
marketing and promotions process
Agencies are assuming more responsibility for
developing the marketing and promotional
programs
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Do companies advertise
their products / services throughone ad agency.
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Media OrganisationsMedia Organisations
Provides an environment for the firms
marketing communications message
Primary objective is to sell itself as a way for
companies to reach their target markets with
their messages effectively
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Do Media Advertise
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Specialised MarketingSpecialised Marketing
Communication ServicesCommunication Services
Direct Marketing Agencies
Sales Promotion Agencies Interactive Agencies
Public Relations Firms
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Collateral ServicesCollateral Services
Support Functions
Marketing Research Companies
Package Design Firms
Photographers
Printers
Video and Film Production
Event Marketing Services
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