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Ad Campaign Planning

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  • A coordinated series of linked advertisements with a single idea or theme.
    An advertising campaign is typically broadcast through several media channels. It may focus on a common theme and one or few brands or products, or be directed at a particular segment of the population. Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years
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Ad Campaign Planning

  1. 1. Planning An Ad Campaign What exactly people do?
  2. 2. WHAT IS AN AD CAMPAIGN <ul><li>An ad campaign includes series of ads, </li></ul><ul><li>placed in various media, </li></ul><ul><li>that are designed to meet objectives, and </li></ul><ul><li>are based on analysis of marketing & communication situations </li></ul>
  3. 3. Planning An Ad Campaign Steps Involved
  4. 4. ESSENTIAL STEPS 1. Appraisal of advertising opportunity 2. Analyze & define the target market 3. Set advertising objectives 6. Create ads, pre-test and release ads 7. Evaluate final results (Post-testing)
  5. 5. 1. Appraisal of advertising opportunity <ul><li>Advertising is a powerful tool, that doesn’t mean that you advertise without a reason – Neil H Borden </li></ul><ul><li>5 conditions should be met first: </li></ul><ul><li>Presence of positive primary demand  Relate to nature of market </li></ul><ul><li>Good chance of product differentiation </li></ul><ul><li>Products have hidden or not readily noticeable qualities </li></ul><ul><li>Presence of emotional powerful buying motives </li></ul><ul><li>Availability of sufficient funds required for advertising </li></ul>Relate to product
  6. 6. 2. Analyze and define the target market <ul><li>Prospects </li></ul><ul><li>Demographic characteristics </li></ul><ul><li>Geographic locations </li></ul><ul><li>Psychographic variables </li></ul><ul><li>Buying behavior </li></ul><ul><li>etc </li></ul><ul><li>Research </li></ul><ul><li>Who buys the product? </li></ul><ul><li>What do they really buy? </li></ul><ul><li>When do they buy? </li></ul><ul><li>How do they use the product? </li></ul><ul><li>etc </li></ul>
  7. 7. 3. Setting advertising objectives <ul><li>Awareness </li></ul><ul><li>Liking </li></ul><ul><li>Trial </li></ul><ul><li>Action </li></ul><ul><li>etc </li></ul>
  8. 8. 4. Determining advertising budget <ul><li>Objectives tell what is expected from a ad campaign for a defined period of time </li></ul><ul><li>Budgeting involves: </li></ul><ul><li>Controlling all the proposed expenditures </li></ul><ul><li>Different companies use difference approaches </li></ul><ul><li>Budgets can be reviewed according to market situations such as competition, demand etc </li></ul>
  9. 9. 5. Deciding media and creative strategy <ul><li>Media plan determines the best way to reach audience </li></ul><ul><li>The goal of media planning is </li></ul><ul><li>- to find a particular combination of media at best cost </li></ul><ul><li>Creative strategy </li></ul><ul><li>- what to say to best achieve the objective </li></ul>
  10. 10. 6. Creating ads, pre-test and release ads <ul><li>Ad should be pre-tested before actual execution </li></ul><ul><li>- to avoid costly mistakes </li></ul><ul><li>- increase its efficiency </li></ul><ul><li>Some techniques used for ad pre-test: </li></ul><ul><li>Market tests </li></ul><ul><li>Focus groups </li></ul><ul><li>Surveys </li></ul><ul><li>etc </li></ul>
  11. 11. 7. Evaluating the final results (post-testing) <ul><li>Few techniques are: </li></ul><ul><li>Recall (what portion of ad) </li></ul><ul><li>Recognition (logo, headline, punchline etc) </li></ul><ul><li>Inquiry </li></ul><ul><li>Trial </li></ul><ul><li>Tracking studies (regular intervals  awareness, recall, interest, inquiry etc) </li></ul>

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