What are the ingredients that make an advertising campaign successful in today’s time?
Proposition, insight, idea, story telling and execution – club them together and you’ll have a great campaign. The entire process has to be necessarily based on the insights that connect a brand to customers.
What role does a good proposition play in the entire creative process?
Proposition is about how the brand wants to project itself to target customers. It is about convincing consumers about the relevance of the brand in his life. It could be attitudinal, emotional or rational.
Which one of the elements is the most important according to you?
No factor is important in isolation. When looked upon as a package, then insight, idea and execution are the most important.
What is it that can destroy a campaign?
Advertising is full of clichés. An idea which has worked once shouldn’t be repeated to a point where it gets irrelevant. This is what advertisers should beware of.
Is the concept of ads as entertainment overused?
Not at all. When I say engagement, it has everything to do with entertainment. If an advertisement is just an advertisement, the consumer will develop a defence mechanism and not watch it. So it’s extremely important to deliver entertainment.
Proposition, insight, idea, story telling and execution – club them together and you’ll have a great campaign. The entire process has to be necessarily based on the insights that connect a brand to customers.
What role does a good proposition play in the entire creative process?
Proposition is about how the brand wants to project itself to target customers. It is about convincing consumers about the relevance of the brand in his life. It could be attitudinal, emotional or rational.
Which one of the elements is the most important according to you?
No factor is important in isolation. When looked upon as a package, then insight, idea and execution are the most important.
What is it that can destroy a campaign?
Advertising is full of clichés. An idea which has worked once shouldn’t be repeated to a point where it gets irrelevant. This is what advertisers should beware of.
Is the concept of ads as entertainment overused?
Not at all. When I say engagement, it has everything to do with entertainment. If an advertisement is just an advertisement, the consumer will develop a defence mechanism and not watch it. So it’s extremely important to deliver entertainment.
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Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face
IIPM – FLP (Flexi Learning Program)
