Visuals by Chari as on 27/09/2013

"He said nothing interesting, as always"

"1st shot in almost most feature films is a 'long shot'"

"Aspect Ratio is 3:4, simply because our eyes move horizontally... "

"Long shot will have an ambience, and a context to it"

"A mid shot is an introductory shot that will and is used to introduce a person"

" When you take a shot you take into a consideration that a good camera can take in only 60 degrees against a human eyes' 180 degrees."

Various Kinds of Shots:

Pan Left and Right -> Track Left and Right
Tilt Up and Down (also depress and elevate)
Zoom In and Zoom Out  --> Track In and Out


Components of a picture...

• Foreground 
• Picture itself 
• Background   

A shot duration should ideally be around 3- 5 seconds, for below 3 seconds it wont/doesn't register and anything after 5 seconds it gets monotonous. 

Shots are either Objective or Subjective, a low-angle shot is used to denote a 'larger than life' whilst a 'high-angle' image does the very opposite of a low- angle shot. 

Time Dilation is when a shot denotes a time to have slowed down. Time Contraction is when an incident panning 15 minutes is shown in 15 seconds without losing the essence or the meaning of it at all. 

Cut - Away shots are those that are shot away from action. 

       

Crisis Management by Jaishri Jethwaney as on 27/09/2013

"Whatever has happened has happened, there's a life beyond it all" 

How to handle a Crisis:

-> Develop a strategy based on worst case scenario (hope for the best and plan for the worst, always)

-> Vital importance to be given to pre-thinking (you should fore think about an impending crisis)

-> Critical few minutes when crisis happens are very important (you need to tackle the crisis, before it crystallises after which it is very difficult to change anything, you simply can't go back in time)  

-> be alert on graphics (you need to be providing pictures of the said crisis than rather have media have a take on their own, for a simple reason that you'll be controlling what the media needs to see and what not to)

-> Journo tracking (tracking journalists)

-> Isolate the crisis team (from teh rest of the team, crisis management needs a focussed team working on the crisis alone and not be burdened with any other responsibilities)

-> Know your friends and advisors (a crisis will help you in knowing who's who, another positive to take away when a crisis does happen)

-> Take calculated risks when taking on the might

  

Failures whilst handling Crisis :

-> Dishonesty (on the part of the crisis management)

-> Failure to prepare for the crisis in the first place.

-> Shortsightedness of organisations in putting of their long term goals. 

"Turning a Crisis into an Opportunity" a good crisis team allows you to do just that. A good crisis team should do just that. 

Benoit's Image Repair Theory 

- Simple Denial 

- Shifting Blame 

- Bolster 

- Minimize 

- Differentiate 

- Transcend

- Attack Accuser 

- Compensate 

- Corrective Action 

- Mortification 

"Media is the oxygen of the perpetrators of violence"

Classic Case Study in this regard :

- Texaco's Racial Discrimination 

- Cadbury's Worm infested Chocolate 

- Toyota's recall of 8.8 million vehicles

- Mattel's toxic toys

 

 

Media Planning by Narayanmorrthy as on 26/09/2013

Reach and Frequency

Audit Bureau of Circulation (ABC) is the body that audits circulation of Print medium. When you calculate copies you're calculating reach.



                                                            Hindustan Times             Times Of India          Indian Express 

Hindustan Times          (200)       {3}                 -                                     -                                -    

Times Of India            (100)        {3}               50                                    -                                -  

Indian Express             (50)         {1}               70                                  10                               -            

(Gross Readers)      {Insertions}


"Lower Singular Matrix"

Target Audience
Women, 25 - 45 SEC AB, Delhi.

"reach will always be expressed in percentages - (people who have been exposed to your media)" 

With Gross Readers totalling 350, Net Readers (will not include duplication, triplication and so on...)

Thus from the above table we can deduce that since, 50% of people who read TOI also read HT, we arrive at 50 readers who are new, and subsequently with 70% of people who read Indian Express also read HT and 10% read the TOI, we can deduce 70% of 50 is 35 thus entailing us with 15 new readers, and 10% of this number would be 1.5 thus 15 - 1.5 would be 13.5, this would be the new readers after triplication... Therefore Net Readers would be (200 + 50 + 13.5 = 263.5)  

Calculating Reach in the above scenario would be 600/263.5*100 = 44%  (for 600 was our target audience for our ad campaign)

With 3, 3, and 1 insertions(ads) in HT, TOI and IE respectively the gross impression is 950. (200*3 + 100*3 + 50*1)

Therefore the Opportunity To See (OTS) would be 950/263.5 = 3.6, OTS is simply the opportunity to see the media vehicle (Print)

*If two ads are given on the same day, then that is considered to be just one day.

Usually clients will hand out to media planners, stating that their Campaigns should have an "R/F are 60% at 3+" 

Since we've a reached 44% of our audience, that would invariably mean 56 (100 - 44) would have an OTS of '0'.


OTS Distribution  -  Frequency Distribution
    OTS                                   TA                
       0                                      56       
       1                                       2
       2                                       1
       3                                       4
       4                                       7


The upper limit would be no.of ads, whose range lies between 0 and 7.


"Principle of Audience Accumulation"

When you run your campaign overtime, you'll invariably accumulate audience over time thanks to in-frequent readers, regular readers would also have more OTS.

If you want to increase OTS, you need to chose one with higher duplication and that which has higher regular readers and when you need to increase reach, you use a publication with a lower duplication.


Assignment 

Gallub Polls (A research paper on Reading and Noting Scores)...

      
 

Berlo's SMCR Model of communication by Naren Singh as on 26/09/2013

Source: The source is were the message originates.

Communication skills – It is the individual’s skill to communicate (ability to read, write, speak, listen etc…)

Attitudes – The attitude towards the audience, subject and towards one self for e.g. for the student the attitude is to learn more and for teachers wants to help teach.

Knowledge- The knowledge about the subject one is going to communicate for e.g. whatever the teacher communicates in the class about the subject so having knowledge in what you are communicating.

Social system – The Social system includes the various aspects in society like values, beliefs, culture, religion and general understanding of society. It is were the communication takes place.

Culture: Culture of the particular society also comes under social system.

Encoder: The sender of the message (message originates) is referred as encoder, so the  source is encoding the message here.

Message

Content – The beginning to the end of a message comprises its content for e.g.  From beginning to end whatever the class teacher speaks in the class is the content of the message.

Elements – It includes various things like language, gestures, body language etc, so these are all the elements of the particular message. Content is accompanied by some elements.

Treatment – It refers to the packing of the message. The way in which the message is conveyed or the way in which the message is passed on or deliver it. For E.g Satire is a treatment.

Structure- The structure of the message how it is arranged, the way you structure the message into various parts. For e.g a message can be either delivered in a liner or a non linear way.  

Code- The code of the message means how it is sent in what form it could be e.g. language, body language, gestures, music and even culture is a code. Through this you get/give the message or through which the communication takes place or being reached.

Channel-   It is nothing but the five senses through this only we do. The following are the five  senses which we use

• Hearing
• Seeing
• Touching
• Smelling
• Tasting

Whatever communication we do it is there either of these channels.

.Decoder : Who receives the message and decodes it is referred to as decoder.

Receiver: The receiver needs to have all the thinks like the source.

This model believes that for an effective communication to take place the source and the receiver needs to be in the same level, only if the source and receiver are on the same level communication will happen or take place properly. So source and receiver should be similar, or as PA calls it Parity Market or on Parity with each other. 

Digital Media by Saurabh Parmar as on 23/09/2103

Assignments:

Facebook Insights - October 7th

Facebook Advertising - October 21st

Twitter Analytic Tools - October 28th

Klout & Pinterest, Understanding the platform and their use from a marketing perspective - Nov 4th

LinkedIn & Instagram, Understanding the platform & their use from a marketing perspective - Nov 11th




  

Research by Parveen Ahluwalia as on 23/09/2013

"Hallmark of any Quali researcher is how you take the discussion forward"

Quanti 

-> Primary Survey 

-> Questionnaire is the instrument/tool that will be used to research. 

    

• Structured (Close ended questions)
• Semi structured (Close and open ended questions)      

An in-depth interviews are those which try to understand the why's and the why nots. A one - on - one will take 45 - 1 hour whilst a Group Discussion will take 25 - 35 minutes to administer.  

In a Quali research, a transcription of the group discussion is usually used to analyse the said group discussion. 

Research Methodology  

Primary 

-> Sampling

• Random Sampling 
• Stratified 
• Quota

Universe for E.g. Automobile would be the Universe.

Population for E.g. Passenger Cars would be the Population of the above Universe.

Sample for E.g SUV will be the sample of the above Sample.  

"Sample has to be representative of the 'Population'"

Another example would be:

Confectionery would be the Universe

Chocolates would be the Population 

Bitter Chocolates would be the Sample 

"Advertising is solely connected to the end user"

"Marketing is solely done to connect to the 'target audience'"  

"Random Sampling in Research is never done. But 'Random Stratified' sampling is the one that is used the most, in Quantitative research"

"Quota Sampling is the most accurate for a research" 

Stratified Random Sample

500 interviews are to be done across Delhi/NCR, you break Delhi into 5 zones (North, East, West, South and the Central Delhi) 10 Localities in each zone thus meaning 10 interviews each in each locality. This would be an example for Stratified Random Sample. 

How to do Interviews...

You always chose one random numbered house (let's say 5th in this case) you move on to the every 5th house from then on. In the event that you should find the house not to be your target audience you either move +1 or -1 and then move on to the 5th house from that house, interval should as a rule be followed. 

(Average) Costs for Research across various firms per interview:

Household : 250/- to 300/-

Dealers : 2500/- to 3000/-

Professionals : 3000/- to 5000/- 

Per Focussed Group Discussion:

Household : 10 -15 K

Executive : 18 - 25 K 

Senior Level Executives : 35 - 50 K

Per Depth Interviews:

10 - 15 K 

P.S. "Never go to an interview/meeting alone."  

Assignment: Research Proposal 

Introduction and Background

Scope of Work/ Research Objectives

Nature of the Study as in Quanti or Quali or both. 

  

    

 

                                                              

                     

Corporate Reputation by Sameer Kapoor as on (Date/I/Don't/Remember)

"Corporate Reputation is either important or very important" 

Flanking is where/when you hit without actually hitting at them directly, it is a much practised in advertising, for e.g. the case of Sprite taking on the likes of Mountain Dew without actually hitting at Pepsi.

"If you're a single entity catering to B2C then reputation is linked to Brand Positioning"

MSO -> Multiple Service Operators. (more info here)

Reputed companies work/ run on Triple Bottom-line and Sustainability across these three:

• Economic
• Social 
• Environmental  

"Reputation is the sum of values that stakeholders attribute to a company based on their perceptions and interception of the image that the company communicates over time"   

                                                                                                           - John Dalton