Introduction of Advertising Campaign

1. ADVERTISING CAMPAIGN
J. JANARDHAN

2. ADVT. CAMPAIGN
• It is a systematic effort
• It includes a series of ads placed in various media
• The campaign is designed to meet objectives
• A company undertakes advt. campaign
• After analyse the advertising opportunities and
communication issues
• Advt. campaign is usually guided by the promotion and
advt. plans

3. STEPS IN ADVT. CAMPAIGN
• Appraisal of advt. opportunity
• Analysis of Target market
• Setting advt. objectives
• Finalizing the advt. budget
• Deciding Media and creative strategy
• Creating ads, Pre-testing & Releasing
ads
• Post testing
There are
seven
steps
involved
in
planning

4. APPRAISAL OF ADVT. OPP.
• Presence of Positive primary demand
• Opportunity for product
differentiation
• Reveal the hidden qualities of the
product
• Presence of motional buying motives
• Availability of sufficient funds
There are
five
conditions
will
govern

5. ANALYSING THE TARGET
MARKET
• Advt. must have a clear understanding of the market goals
• To find out the demographic characteristics
• Geographic locations
• Psychological variables & behavior patterns
• Advertiser must strive to know the lifestyle of the consumer

6. ANALYSING THE TARGET
MARKET
• Who buys the product?
• What do they really buy?
• When do they buy?
• How often do they buy
• How is the product used?
• What are the perceptions or
attitudes on the
• brand/product
Defining
a target
market

7. SETTING ADVT OBJECTIVES
• Use the ‘hierarchy of needs model’ to set the objectives
• Set the objectives for each ad for each medium used
i. Based on the Consumer needs & Wants
ii. The extent of product/ brand reputation
iii. Changes in economic scenario
iv. Changes in marketing environment

8. DECIDING MEDIA/
CREATIVE STRATEGY
• Target market, Product and its positioning, media
advertising message involves
• Media plans determine the best ways to reach target
audience
• The goal is to communicate the message effectively
• The timing, Campaign length, media closing dates,
exposure desired must be considered
• Creative part involves-Dev. Of Central theme, idea & image
• Similarly and continuity may be visual, verbal, aural or
attitudinal

9. POST-TESTING
• It helps to evaluate the final results of the campaign
• It determines to what extent advt. objectives have been
accomplished
• It provides feedback from the audiences

10. THANK YOU