Campaign planning


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bjmc 5 sem notes of advertising practices

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Campaign planning

  1. 1. Campaign Planning Advertisement campaign
  2. 2. What is Campaign? <ul><li>A campaign can be defined as a uni-focus, short term communication program, making use of various mass media, aimed at a defined target audience. </li></ul><ul><li>In an advertising campaign, strategy is considered the most important part of the campaign. The pre campaign decisions were taken and included in the strategy. </li></ul><ul><li>Since the campaign are cost intensive, it is important to plan to precision to achieve the desired response. </li></ul>
  3. 3. 5W’s and 1H of campaign <ul><li>Effective campaign must answer 5W’s and 1H: </li></ul><ul><li>Who: The target audience/segment or target market. </li></ul><ul><li>What: What is to be said to elicit the desired response. What to say? It includes the key communication proposition. </li></ul><ul><li>Where: Where our target audience located, wha media do they attend to. It include the media vehicals for the campaign. </li></ul>
  4. 4. 5W’s and 1H of campaign <ul><li>Why: The objectives of the campaign, both advertising and marketing objectives. </li></ul><ul><li>When: It decides the timetable. Some products are all season, while other are seasonal. It includes the scheduling of the campaign. </li></ul><ul><li>How: The crucial strategy. It is the art and science of deploying available resources to attain objectives in the face of active competition. Strategy needs to cover both creative and media angle. </li></ul>
  5. 5. 5W’s and 1H of campaign <ul><li>Budget Appropriation </li></ul><ul><li>5W’s and IH </li></ul><ul><li>Feedback or evaluation measures. </li></ul>
  6. 6. Planning an Advertising Campaign <ul><li>The creation and execution of series of advertisement to communicate with the particular target audience. </li></ul><ul><li>Campaign advertising have similar logic they are like step brothers but not identical twins. </li></ul><ul><li>Advertising campaign is a process where the advertising plan is integrated to overall marketing plan and corporate plan. </li></ul>
  7. 7. Planning an Advertising Campaign <ul><li>General Steps in Developing and Implementing an Adv. Campaign: </li></ul>
  8. 8. Planning an Advertising Campaign
  9. 9. Planning an Advertising Campaign <ul><li>Identifying and analyzing the Target Audience </li></ul><ul><li>Target audience is the group of people at whom advertisements are aimed. </li></ul><ul><li>Location and geographical location, </li></ul><ul><li>Distribution of demographic factors, </li></ul><ul><li>Lifestyle Information, </li></ul><ul><li>Consumer attitude. </li></ul>
  10. 10. Planning an Advertising Campaign <ul><li>Defining the advertising Objectives </li></ul><ul><li>What does the firm hope to accomplish the campaign? </li></ul><ul><li>Objectives should be clear, precise and measurable, </li></ul><ul><li>Increased sales (Units or dollar) or increased product or brand awareness. </li></ul>
  11. 11. Planning an Advertising Campaign <ul><li>Creating the advertising platform </li></ul><ul><li>Basic issues or selling points to be included in the advertising campaign. </li></ul><ul><li>Issues in the selection and use of the product that are important to consumers. </li></ul><ul><li>Determining the Budget Appropriation </li></ul><ul><li>Advertising budget foe specific period. </li></ul><ul><li>It includes: </li></ul><ul><li>Geographic size of the market and distribution of the buyers within the </li></ul>
  12. 12. Planning an Advertising Campaign <ul><li>market are important factors in determining the size of the budget. </li></ul>
  13. 13. Planning an Advertising Campaign <ul><li>Determining the Advertising Budget: </li></ul>Budget Approach/ Method Methodology Objective and Task Determining advertising objectives and then calculating the cost of all the task needed to attain them. Percent of Sales Multiplying the firm’s past and expected sales by a standard percentage based on what the firm has traditionally spend on adv. and the industry average for advertising spending. Competition Matching Setting the adv. Budget to match competition spending on advertising.
  14. 14. Planning an Advertising Campaign Budget Approach/ Method Methodology Arbitrary Setting the advertising budget at a level of specified by a high level of executive in the firm.
  15. 15. Planning an Advertising Campaign <ul><li>Developing the Media Plan: </li></ul><ul><li>Specifies the media vehicles (eg: magazine, radio, T.V and N.P) and the schedule for running the adv. </li></ul><ul><li>Plan objectives focus on achieving the reach and frequency that the budget will allow. </li></ul><ul><li>Reach: The percentage of consumers in a target market exposed to an advertisement in a specific period. </li></ul>
  16. 16. Planning an Advertising Campaign <ul><li>Frequency: The no. of times targeted consumers are exposed to an adv. In a specific period. </li></ul>
  17. 17. Planning an Advertising Campaign <ul><li>Creating the advertisement message: </li></ul>
  18. 18. Planning an Advertising Campaign <ul><li>Creating an advertising Message </li></ul><ul><li>Copy: the verbal portion of the advertisement. </li></ul><ul><li>a). It includes headlines, sub headlines, body copy and signature. </li></ul><ul><li>Copy Guidelines: </li></ul><ul><li>Identify a specific desire or problem. </li></ul><ul><li>Recommended the product as the best way to satisfy the identified desire or </li></ul>
  19. 19. Planning an Advertising Campaign <ul><li>State product benefits. </li></ul><ul><li>Substantiate the advertising claims. </li></ul><ul><li>Ask the buyer to take actions. </li></ul><ul><li>Artwork </li></ul><ul><li>An advertisement illustrations and layout. </li></ul><ul><li>Illustrations </li></ul><ul><li>Photo, drawings, graph, charts and tables used to spark audience int. and for better understanding. </li></ul>
  20. 20. Planning an Advertising Campaign <ul><li>Layout </li></ul><ul><li>The physical arrangement of the adv. Illustrations and copy. </li></ul>
  21. 21. Planning an Advertising Campaign <ul><li>Executing the campaign: </li></ul><ul><li>Planning and coordination. </li></ul><ul><li>Implementation </li></ul><ul><li>Detailed schedule of campaign phases. </li></ul><ul><li>Evaluation and corrective actions as necessary to make the campaign more effective. </li></ul>
  22. 22. Planning an Advertising Campaign <ul><li>Evaluating the campaign effectiveness: </li></ul>Evaluation Assessment Pretest Evaluation of ads performed before a campaign begins. Consumer jury A panel of a product’s actual or potential buyers who pretest ads. Post test Evaluation of advertising effectiveness after the campaign. Recognition Test A post test in which respondents are shown actual ads and asked if they recognize it.
  23. 23. Planning an Advertising Campaign Unaided Recall Test A post test in which respondent identify ads as they have recently seen but are given no recall clues. Aided Recall Test A post test that asks respondents to identify the recent ads and provides clues to joy their memories.
  24. 24. Planning an Advertising Campaign <ul><li>Who develops the Advertising Campaign? </li></ul><ul><li>Individuals </li></ul><ul><li>Advertiser or Financer </li></ul><ul><li>Firm’s Advertising Department </li></ul><ul><li>Advertising Agency </li></ul><ul><li>They all develops the advertising campaign </li></ul>
  25. 25. Planning an Advertising Campaign <ul><li>Three phases of campaign creations: </li></ul><ul><li>Strategy Development Phase: This state objectives and decide contents of communication and decide the positioning of the brand. Strategy is more important than creativity. </li></ul><ul><li>Adv brief to creativity: Job of company to give brief but usually they don’t do that, success of the adv depends on how </li></ul>
  26. 26. Planning an Advertising Campaign <ul><li>Well the co. has briefed the agency about strategy job of the co. is to tell what he wants to say, it is agency's job to decide how to say. </li></ul><ul><li>The creative phase: Creative people are brained people, they are involved from the inception to the commencement stage. </li></ul>