Promotional Campaigns
The Marketing System convince cultivate connect GAP AUDIENCE need PROVIDER value
<ul><li>Inbound  Marketing </li></ul><ul><li>Outbound Marketing </li></ul><ul><li>They  come to you. </li></ul><ul><li>Web...
What is a Campaign? <ul><li>A campaign is the execution plan for delivering a specific message to the target market with a...
The Process <ul><li>Start by defining your communications goals & campaign objectives </li></ul><ul><li>Define measurables...
Promotion Decisions Tactics
Promotion Decisions Channels
Communications Goals/Effects
Campaign Objectives <ul><li>Behavioural </li></ul><ul><li>Trial </li></ul><ul><ul><li>Brand Trial </li></ul></ul><ul><ul><...
Success Measurement <ul><li>Objective-Driven: </li></ul><ul><ul><li>Recall/Recognition </li></ul></ul><ul><ul><li>Brand Aw...
Campaign Theme <ul><li>The “big idea” for an advertising campaign </li></ul><ul><li>Unifies the communications through con...
Creative Appeal <ul><li>How will you get their attention? </li></ul><ul><ul><li>Rational – features, comparative, price, p...
 
 
 
 
Message Execution <ul><li>Straight Sell </li></ul><ul><li>Education </li></ul><ul><li>Personality/Symbol </li></ul><ul><li...
Message Source <ul><li>Who is conveying the message on behalf of the company? </li></ul><ul><li>Attributes of good sources...
Message Structure <ul><li>Order </li></ul><ul><ul><li>Primacy and Recency Effect </li></ul></ul><ul><li>Conclusion Drawing...
Reverse Marketing Activity <ul><li>Based on the creative given to your group, identify </li></ul><ul><ul><li>The campaign ...
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Week 7: Campaigns

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Week 7: Campaigns

  1. 1. Promotional Campaigns
  2. 2. The Marketing System convince cultivate connect GAP AUDIENCE need PROVIDER value
  3. 3. <ul><li>Inbound Marketing </li></ul><ul><li>Outbound Marketing </li></ul><ul><li>They come to you. </li></ul><ul><li>Website </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Social Communities </li></ul><ul><li>Inquiries </li></ul><ul><li>Physical Walk-ins </li></ul><ul><li>You reach out to them. </li></ul><ul><li>Campaigns & Outreach! </li></ul>Inbound vs. Outbound Marketing
  4. 4. What is a Campaign? <ul><li>A campaign is the execution plan for delivering a specific message to the target market with a specific desired end result. </li></ul>
  5. 5. The Process <ul><li>Start by defining your communications goals & campaign objectives </li></ul><ul><li>Define measurables – how will you know the campaign was a success? </li></ul><ul><li>Develop a creative strategy or theme </li></ul><ul><li>Determine media & delivery mode </li></ul><ul><li>Produce creatives </li></ul><ul><li>Focus testing if resources permit </li></ul><ul><li>Campaign Roll-out </li></ul>
  6. 6. Promotion Decisions Tactics
  7. 7. Promotion Decisions Channels
  8. 8. Communications Goals/Effects
  9. 9. Campaign Objectives <ul><li>Behavioural </li></ul><ul><li>Trial </li></ul><ul><ul><li>Brand Trial </li></ul></ul><ul><ul><li>Brand Re-Trial </li></ul></ul><ul><ul><li>Brand Switching </li></ul></ul><ul><ul><li>Category Trial </li></ul></ul><ul><li>Repeat Purchase </li></ul><ul><li>Purchase-Related Behaviour </li></ul><ul><li>Repeat Consumption </li></ul><ul><li>Communications </li></ul><ul><li>Category Need </li></ul><ul><li>Brand Awareness </li></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Recall </li></ul></ul><ul><li>Brand Attitude </li></ul><ul><li>Brand Purchase Intention </li></ul><ul><li>Brand Purchase Facilitation </li></ul>
  10. 10. Success Measurement <ul><li>Objective-Driven: </li></ul><ul><ul><li>Recall/Recognition </li></ul></ul><ul><ul><li>Brand Awareness/Attitude </li></ul></ul><ul><li>Ad Impressions </li></ul><ul><li>Promotional Codes </li></ul><ul><li>Web Traffic </li></ul><ul><li>Sales Levels </li></ul><ul><li>Subscriptions </li></ul>
  11. 11. Campaign Theme <ul><li>The “big idea” for an advertising campaign </li></ul><ul><li>Unifies the communications through consistency </li></ul><ul><li>Guides: </li></ul><ul><ul><li>Brand Image </li></ul></ul><ul><ul><li>Unique Selling Proposition </li></ul></ul><ul><ul><li>Positioning </li></ul></ul>http://adsoftheworld.com/ See the common thread.
  12. 12. Creative Appeal <ul><li>How will you get their attention? </li></ul><ul><ul><li>Rational – features, comparative, price, popularity, news </li></ul></ul><ul><ul><li>Emotional – personal, social-based </li></ul></ul><ul><ul><li>Fear </li></ul></ul><ul><ul><li>Humour/Satire </li></ul></ul><ul><ul><li>Shock/Intrigue </li></ul></ul><ul><ul><li>Sex Appeal </li></ul></ul>
  13. 17. Message Execution <ul><li>Straight Sell </li></ul><ul><li>Education </li></ul><ul><li>Personality/Symbol </li></ul><ul><li>Evidence </li></ul><ul><li>Slice of Life </li></ul><ul><li>Comparison </li></ul><ul><li>Demonstration </li></ul><ul><li>Testimonial </li></ul><ul><li>Novelty </li></ul>
  14. 18. Message Source <ul><li>Who is conveying the message on behalf of the company? </li></ul><ul><li>Attributes of good sources: </li></ul><ul><ul><li>Credibility – knowledgeable and trustworthy </li></ul></ul><ul><ul><li>Attractiveness – familiarity and likeability </li></ul></ul><ul><ul><li>+ Relevance </li></ul></ul>
  15. 19. Message Structure <ul><li>Order </li></ul><ul><ul><li>Primacy and Recency Effect </li></ul></ul><ul><li>Conclusion Drawing </li></ul><ul><li>Sidedness </li></ul><ul><li>Verbal vs. Visual </li></ul>
  16. 20. Reverse Marketing Activity <ul><li>Based on the creative given to your group, identify </li></ul><ul><ul><li>The campaign objectives </li></ul></ul><ul><ul><li>The target audience </li></ul></ul><ul><ul><li>The message source </li></ul></ul><ul><ul><li>The message structure </li></ul></ul><ul><ul><li>The creative theme </li></ul></ul><ul><ul><li>The type of creative appeal and message execution used </li></ul></ul><ul><ul><li>What’s your overall assessment? </li></ul></ul><ul><ul><li>What would be a good additional component of this campaign? (i.e. online community, television ads, sponsorship, etc.) </li></ul></ul>

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