Advertising campaign planning

1. Advertising Campaign Planning
What exactly people do?
From-
BADM Dept.

2. WHAT IS AN AD CAMPAIGN
• An ad campaign includes series of ads,
• placed in various media,
• that are designed to meet objectives, and
• are based on analysis of marketing &
communication situations

3. ADVERTISING CAMPAIGN
• An advertising campaign is a series of
advertisement messages that share a single idea
and theme which make up an integrated marketing
communication (IMC). Advertising campaigns
appear in different media across a specific time
frame.
• Advertising campaigns are the groups of
advertising messages which are similar in nature.

4. • An advertising campaign is an organized series of
advertising messages with identical or similar messages
over a particular period of time.
• It is an orderly planned effort consisting of related but self
contained & independent advertisements.
• Though the campaign is conveyed through different media,
it has a single theme & unified approach.

5. CAMPAIGN PLANNING
• PARAMETERS OF CAMPAIGN PLANNING:
 Total advertising budget
 Media availability
 Consumer profile
 Product profile
 Campaign’s duration & its timing
 Advertising & marketing objectives
 Distribution channels

6. • Review of previous advertising effort
• Creative considerations
• New plans

7. POINTS TO BE CONSIDERED WHILE
PLANNING AD CAMPAIGN
Identify the problem
Budget
Pre testing
Target audience
Media selection
The language
Visual & the copy
Timing & duration
Post testing
Effect on sales

8. Planning An Ad Campaign
Steps Involved

9. 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)

10. 1. Appraisal of advertising opportunity
Advertising is a powerful tool, that doesn’t mean that you
advertise without a reason – Neil H Borden
5 conditions should be met first:
a) Presence of positive primary demand  Relate to nature of market
b) Good chance of product differentiation
c) Products have hidden or not readily noticeable qualities
d) Presence of emotional powerful buying motives
e) Availability of sufficient funds required for advertising
Relate to product

11. 2. Analyze and define the target market
Prospects
• Demographic characteristics
• Geographic locations
• Psychographic variables
• Buying behavior
• etc
Research
• Who buys the product?
• What do they really buy?
• When do they buy?
• How do they use the
product?
• etc

12. 3. Setting advertising objectives
• Awareness
• Liking
• Trial
• Action
• etc

13. 4. Determining advertising budget
Objectives tell what is expected from a ad campaign for a defined
period of time
Budgeting involves:
• Controlling all the proposed expenditures
• Different companies use difference approaches
• Budgets can be reviewed according to market situations such
as competition, demand etc

14. 5. Deciding media and creative strategy
• Media plan determines the best way to reach audience
• The goal of media planning is
- to find a particular combination of media at best cost
• Creative strategy
- what to say to best achieve the objective

15. 6. Creating ads and pre-test
• Ad should be pre-tested before actual execution
- to avoid costly mistakes
- increase its efficiency
Some techniques used for ad pre-test:
• Market tests
• Focus groups
• Surveys
• etc

16. 7. Evaluating the final results (post-
testing)
Few techniques are:
• Recall (what portion of ad)
• Recognition (logo, headline, punchline etc)
• Inquiry
• Trial