This document outlines the key aspects of developing an advertising campaign, including objectives like building brand image and influencing buying decisions. It describes the process as starting with research on the target audience and product, setting a budget, deciding on themes and messaging, selecting appropriate media types and scheduling, and finally executing the campaign. The basis of campaigns can be geographical scope, purpose of introducing new products or emphasizing competitiveness. Types include those focused on word or character hooks that repeat across ads, or themes that depict situations where the product is needed.

1. Advertising Campaign
Prepared By
Harikrishnan N R

2. Advertising Campaign
Advertising campaigns are the groups of advertising
messages which are similar in nature. They share
same messages and themes placed in different types
of medias at some fixed times. The time frames of
advertising campaigns are fixed and specifically
defined.

3. Objectives
1. Building a strong brand image.
2. Accelerate growth and market share.
3. Influence buying decision.
4. Enhance perceived value.
5. Support selling and other means of communication.
6. Educate consumers.
7. Reminder.
8. Retrieve lost sales.
9. Keep product in public eye.

4. Process Know the
target
auidence
Setting
the
budget
Deciding
a proper
theme
Selection
of media
Media
Scheduling
Executing
the
campaign
Research

5. 1. Research: first step is to do a market research for the product to
be advertised. One needs to find out the product demand,
competitors, etc.
2. Know the target audience: one need to know who are going to
buy the product and who should be targeted.
3. Setting the budget: the next step is to set the budget keeping in
mind all the factors like media, presentations, paper works, etc
which have a role in the process of advertising and the places
where there is a need of funds.

6. 4. Deciding a proper theme: the theme for the campaign has to be
decided as in the colors to be used, the graphics should be similar or
almost similar in all ads, the music and the voices to be used, the
designing of the ads, the way the message will be delivered, the
language to be used, jingles, etc.
5. Selection of media: the media or number of Medias selected should
be the one which will reach the target customers.
6. Media scheduling: the scheduling has to be done accurately so that
the ad will be visible or be read or be audible to the targeted
customers at the right time.
7. Executing the campaign: finally the campaign has to be executed
and then the feedback has to be noted.

7. BASIS OF ADVERTISING CAMPAIGN
• Geographical spread:
 Local market campaign
 Entire region campaign
 National campaign
• Pioneering campaigns: To introduce new products
• Competitive campaigns: Emphasize competitive superiority to
retain the present market and to expand it either by increasing the
products consumption or by wearing the customers away from a
competitive brand

8. • Classification in terms of media:
 Direct mail campaign
 Newspaper campaign
 TV campaign
• On the basis of campaign’s purpose:
 Direct action campaign: where a customer is expected to buy a
product
 Indirect action campaign
• Product promoting campaigns
• Corporate image promoting campaigns

9. TYPES OF ADVERTISING CAMPAIGN
Campaign Type 1:
THE WORD HOOK
•The word hook is a repeatable catch phrase from ad to ad.

10. “ATM Nahi, Paytm karo”.
“Ariel India — #ShareTheLoad”

11. Campaign Type 2:
THE CHARACTER HOOK
• A character hook uses a hero, villain, or victim to embody a
key attribute of a brand.

14. Campaign Type 3:
THE REPEATABLE THEME
• A repeatable theme is a situation that plays out again and again
calling out the need for a company's product.

16. EXAMPLES OF ADVERTISING CAMPAIGN

20. INCREDIBLE INDIA