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Advertising campaign


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Advertising campaign

  1. 1. Advertising CampaignA group of advertisements, commercials, and related promotional materials and activities that aredesigned to be used during the same period of time as part of a coordinated advertising plan to meetthe specified advertising objectives of a client. Advertising campaigns are the groups of advertisingmessages which are similar in nature. They share same messages and themes placed in different typesof medias at some fixed times. The time frames of advertising campaigns are fixed and specificallydefined.Steps involved in the Advertising CampaignStage 1: Setting Advertising ObjectivesAn advertising objective is a specific communication task to be achieved with a specific target audienceduring a specified period of time. Advertising objectives fall into three main categories:(a) To inform - Educating the customers about a new product or an existing product with new features(b) To persuade - To encourage customers to switch to a different brand(c) To remind - Remind buyers to buy a productMarket research is also conducted in this stage .Advertiser finds about competitors, product demandetc.Stage 2: Identification of Target AudienceOnce established with the marketing objectives, the target audience or target markets are identified.And, when the target audiences are identified; they are observed and analyzed in their characteristics,so that on that basis media messages and advertising strategies can be designed. The reason forchoosing a particular target segment is that not all audiences have access to the same channels asadvertising, or react the same way to the same type of message. Even for the same product type,different media messages and advertising strategies are needed for each audience. Few general criteriathat are considered: 1. Demographics—Age, gender, job, income, ethnicity, and hobbies. 2. Behaviors—When considering the consumers behavior an advertiser examines the consumers awareness of the business and its competition, the type of vendors and services the consumer currently uses, and the types of appeals that are likely to convince the consumer to give the advertisers product or service a chance.
  2. 2. 3. Needs and Desires—an advertiser determines the consumer needs—both in practical terms and in terms of self-image, etc.—and the kind of pitch/message that convinces the consumer that the advertisers services or products can fulfill those needs.Stage 3: Setting the Advertising BudgetMarketers use advertising to create demand for a product. The amount spent on advertising should berelevant to the potential sales impact of the campaign. This, in turn will reflect the characteristics of theproduct being advertised. For example, new products tend to need a larger advertising budget to helpbuild awareness and to encourage consumers to trial the product. A product that is highly differentiatedmay also need more advertising to help set it apart from the competition - emphasizing the points ofdifference. The following approaches are the most common methods used for developing an advertisingbudget: 1. Percentage of future or past sales 2. Competitive approach 3. Market share 4. All available funds 5. The task or objective approachStage 3: Determine the key Advertising Messages An advertising message is guided by the "advertising or copy platform," which is a combination of themarketing objectives, copy, art, and production values. This combination is best realized after the targetconsumer has been analyzed, the product concept has been established, and the media and vehicleshave been chosen. Spending a lot on advertising does not guarantee success. The clarity of theadvertising message is often more important than the amount spent. The advertising message iscarefully targeted to impact the target customer audience. A successful advertising message usually hasthe following characteristics:(a) Meaningful - customers find the message relevant(b) Distinctive - captures the customers attention(c) Believable – make the customers believe the advertised product is trustworthyA products unique features, consumer’s evaluation to the product, competitor’s weaknesses and intheir positions and strengths are considered while developing a message.
  3. 3. Stage 4: Deciding on Advertising MediaA campaign may use one or more of the media alternatives. The types of media categories from whichadvertisers choose include the following: 1. Print—Newspapers and magazines 2. Audio—FM and AM radio 3. Video—Promotional videos, infomercials. 4. Internet (especially social media) 5. Direct mail 6. Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses) 7. Mobile (Apps)The key factors used in choosing the right media include:(a) Reach - The proportion of the target customers exposed to the advertising(b) Frequency - how many times will the target customer be exposed to the advertising message(c) Media Impact – How far the target customer is exposed to the message and how much are theyimpacted – For example an advertisement related to products for elderly people have more impact onTelevision (when and which channels) or in a national newspaper or perhaps a magazine focused in thissegment of the population. Another key decision in relation to advertising media relates to the timing ofthe campaign. Some products are particularly suited to seasonal campaigns on television (ex: Coldcreams) whereas for other products, a regular advertising campaign throughout the year in media suchas newspapers and specialist magazines (ex: Shampoos) is more appropriate.Stage 5: Evaluation of the results of the Advertising CampaignThe evaluation of an advertising campaign focuses on two key areas:(1) The Communication Effects – Whether the intended message being communicated effectively andto the target audience.(2) The Sales Effects – Whether the campaign generated the expected the sales growth.
  4. 4. CIations of the webites