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IMC - Prof. Rajesh Satpathy
How to Design an Advertising Campaign
Advertising campaigns help business owners and their teams
outline the best strategies and tactics for promoting the
company's products and services.
Whether you as a manager offer a product or service, or plan to
promote your product offline or online, an advertising campaign
can guide you through the process.can guide you through the process.
Before you develop your advertising campaign, take note of your
company's position in the market and determine where you'd like
to be!! Design your advertising campaign keeping the values,
features and benefits of your product or service at the forefront of
the campaign.
Video: Tata Sky Plus
How to Design an Advertising Campaign
Step 1
Target the market you plan to attract with the product or service
you're advertising. You need to know their geographic location,
gender, average income level, marital status, education level, and
hobbies and interests.
This information will help you put together a customer profile,This information will help you put together a customer profile,
which outlines where your target market gets their information
and the most successful ways to pitch products and services to
them.
Premium…Up market…Professional…Stylish
Video: Sony Vaio Vivid
How to Design an Advertising Campaign
Step 2
Look at what your competitors are doing, as well as past, current
and future trends. Determine if there are any changes in the
marketing environment that may affect how you advertise your
products or services, such as political, economic, technological or
socio-cultural factors.
You can find this information by paying attention to national and
local news, reading industry reports and reviewing trade
magazines.
Effect of Marketing Environment
Effect of Marketing Environment
Video: Harley Davidson Motor Bikes
How to Design an Advertising Campaign
Step 3
Identify the purpose of your advertising campaign, before you
begin planning it.
You may develop a campaign to make customers aware of a new
product or service you're introducing to the market, you may
want to introduce customers to a new use for an existing productwant to introduce customers to a new use for an existing product
or service or you may have a special sales promotion, such as buy-
one get-one free.
Use this information to create specific, measurable, attainable,
realistic, timely goals for your advertising campaign.
Newly introduced product … LED Bulb by Toshiba
Eco Smart Fashion
By
Pivot
Video: Philips Water Purifier
How to Design an Advertising Campaign
Step 4
Use your market research to determine how your target market
finds out about products and services and where they are most
likely to make their purchases.
Use this information to help you decide whether to use social
media marketing, advertise on blogs and websites, opt for printmedia marketing, advertise on blogs and websites, opt for print
advertising or do a radio or television commercial. Determine the
specific tactics you want to use, based on your goals and budget.
How to Communicate?
How to Design an Advertising Campaign
Step 5
Specify how you will evaluate whether the effort is a success. If
you run a print advertisement, for example, you can put a unique
website address on it and track the number of visits and sales you
receive through it. Or you can run a SMS Campaign…
If you place a banner advertisement on a national blog, you canIf you place a banner advertisement on a national blog, you can
track your success based on the number of clicks your
advertisement receives, and how many sales or inquiries you
receive, as a result.
Effectiveness?
Effectiveness?
How to Design an Advertising Campaign
Step 6
Time the launch of your advertising campaign for maximum
effect. While some companies advertise heavily during their peak
sales months, others save their advertising money for the months
when consumer spending decreases.
If you're marketing toys, you might opt for advertising during theIf you're marketing toys, you might opt for advertising during the
holiday season, while if you offer academic solutions, you may
advertise during the end of winter through the early spring.
Time?
How to Design an Advertising Campaign
Step 7
Take inventory of the resources your company can use to assist
with your advertising campaign. This includes reviewing the
talents, knowledge and skills of your staff, to see if you need to
bring in consultants, determining what technology you have
available on-site and your budget.
Step 8
Hire individuals to help your company create your advertise
pieces. If you plan to run a print ad, you may need a copywriter
and graphic designer, while if you plan to shoot a commercial, you
may need a film crew, director, actors and a voice over artist. Or
else you can hire an Ad Agency !!
Maximum Reach…3D Broadcast by Modi
How to Design an Advertising Campaign
Step 9
Test your advertisement on a focus group composed of your
target market, before you launch it. The focus group will help you
obtain the feedback you need to make adjustments to the
advertisement.
Once you've made changes, launch your advertising campaign andOnce you've made changes, launch your advertising campaign and
wait to calculate the results.
Evaluation… Feedback
Thank You!

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Design Effective Advertising Campaigns in 7 Steps

  • 1. IMC - Prof. Rajesh Satpathy
  • 2. How to Design an Advertising Campaign Advertising campaigns help business owners and their teams outline the best strategies and tactics for promoting the company's products and services. Whether you as a manager offer a product or service, or plan to promote your product offline or online, an advertising campaign can guide you through the process.can guide you through the process. Before you develop your advertising campaign, take note of your company's position in the market and determine where you'd like to be!! Design your advertising campaign keeping the values, features and benefits of your product or service at the forefront of the campaign.
  • 4. How to Design an Advertising Campaign Step 1 Target the market you plan to attract with the product or service you're advertising. You need to know their geographic location, gender, average income level, marital status, education level, and hobbies and interests. This information will help you put together a customer profile,This information will help you put together a customer profile, which outlines where your target market gets their information and the most successful ways to pitch products and services to them.
  • 7. How to Design an Advertising Campaign Step 2 Look at what your competitors are doing, as well as past, current and future trends. Determine if there are any changes in the marketing environment that may affect how you advertise your products or services, such as political, economic, technological or socio-cultural factors. You can find this information by paying attention to national and local news, reading industry reports and reviewing trade magazines.
  • 8. Effect of Marketing Environment
  • 9. Effect of Marketing Environment
  • 10. Video: Harley Davidson Motor Bikes
  • 11. How to Design an Advertising Campaign Step 3 Identify the purpose of your advertising campaign, before you begin planning it. You may develop a campaign to make customers aware of a new product or service you're introducing to the market, you may want to introduce customers to a new use for an existing productwant to introduce customers to a new use for an existing product or service or you may have a special sales promotion, such as buy- one get-one free. Use this information to create specific, measurable, attainable, realistic, timely goals for your advertising campaign.
  • 12. Newly introduced product … LED Bulb by Toshiba
  • 15. How to Design an Advertising Campaign Step 4 Use your market research to determine how your target market finds out about products and services and where they are most likely to make their purchases. Use this information to help you decide whether to use social media marketing, advertise on blogs and websites, opt for printmedia marketing, advertise on blogs and websites, opt for print advertising or do a radio or television commercial. Determine the specific tactics you want to use, based on your goals and budget.
  • 17. How to Design an Advertising Campaign Step 5 Specify how you will evaluate whether the effort is a success. If you run a print advertisement, for example, you can put a unique website address on it and track the number of visits and sales you receive through it. Or you can run a SMS Campaign… If you place a banner advertisement on a national blog, you canIf you place a banner advertisement on a national blog, you can track your success based on the number of clicks your advertisement receives, and how many sales or inquiries you receive, as a result.
  • 20. How to Design an Advertising Campaign Step 6 Time the launch of your advertising campaign for maximum effect. While some companies advertise heavily during their peak sales months, others save their advertising money for the months when consumer spending decreases. If you're marketing toys, you might opt for advertising during theIf you're marketing toys, you might opt for advertising during the holiday season, while if you offer academic solutions, you may advertise during the end of winter through the early spring.
  • 21. Time?
  • 22. How to Design an Advertising Campaign Step 7 Take inventory of the resources your company can use to assist with your advertising campaign. This includes reviewing the talents, knowledge and skills of your staff, to see if you need to bring in consultants, determining what technology you have available on-site and your budget. Step 8 Hire individuals to help your company create your advertise pieces. If you plan to run a print ad, you may need a copywriter and graphic designer, while if you plan to shoot a commercial, you may need a film crew, director, actors and a voice over artist. Or else you can hire an Ad Agency !!
  • 24. How to Design an Advertising Campaign Step 9 Test your advertisement on a focus group composed of your target market, before you launch it. The focus group will help you obtain the feedback you need to make adjustments to the advertisement. Once you've made changes, launch your advertising campaign andOnce you've made changes, launch your advertising campaign and wait to calculate the results.