This document outlines the steps in an advertising campaign: 1) Appraisal of advertising opportunities including analyzing positive demand, opportunities for product differentiation, and availability of funds. 2) Analysis of the target market to understand demographic characteristics, locations, behaviors, and lifestyles of consumers. 3) Setting advertising objectives based on consumer needs and wants, brand reputation, economic conditions, and marketing environment. 4) Deciding on media and creative strategy to effectively communicate the message and reach the target audience. 5) Post-testing to evaluate if advertising objectives were accomplished and get feedback from audiences.

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