This document discusses key aspects of designing an effective advertising campaign. It explains that advertising aims to rationally, emotionally, or instinctively influence people's behavior. An advertising campaign is guided by a creative briefing document which outlines the product, target audience, positioning, key benefits, and tone. It also discusses developing the campaign's core message, means of transmission, target audience, timing, and location. Choosing the right concept and slogan to distinguish the product's value is important. Finally, creative execution involves producing advertisements for dissemination through selected media.

1. Advertising Campaigns
By:
Chipp T-Box

2. There are no formulas for designing an advertising
campaign. An old saying states: “To obtain a result that is
100% good, there must be 10% inspiration and 90% effort.”

3. Rational, Emotional, and Instinctive
Advertising
The purpose of advertising is to influence
people’s conduct = persuade
Rational persuasion:
• Provides arguments consumers can evaluate
Emotional persuasion:
• It is based on feelings and wishes.
Instinctive persuasion:
• Links its proposal to natural impulses

4. The Creative Briefing
• Document that
contains the key
information to define
the communication
strategy.
• It is based on:
– The information provided
by the advertiser (brief).
– The research conducted by
the advertising agency.
• It must contain:
– Key product characteristics,
brand personality, target
audience, competition.

5. Parts of the Creative Briefing
1. General information
– Client, date, campaign, brand, budget, media
2. Target audience
– Definition (who they are), habits, lifestyles
3. Positioning
– Current positioning and sought positioning
4. Promise or benefit
– What the product offers

6. Parts of the Creative Briefing (cont.)
5. Argument of the promise
– Reasoning that supports the promised benefit
6. Communication tone
– Rational, emotional, or intuitive?
7. Axis of the campaign
– Definition of product based on promised benefit.
8. Concept of the campaign
– How will the product benefits be communicated
to the audience?

7. Message Analysis
• The core messageWhat to say?
• The way to transmit itHow to say it?
• The target audienceWhom to say it to?
• The moment for the audience to see, read, or
listen to the messageWhen to say it?
• The means through which the audience will
receive the messageWhere to say it?

8. Creative Expression:
Concept and Idea
• The contribution of
advertising to a brand is
measured by its
capacity to associate
value to the product.
• The aim is to choose
the determining
concept upon which
the message will be
built.
• Choose the value or
feature that will
distinguish the product.

9. The Slogan
The slogan is one of the
most characteristic
elements of advertising.
It is a word or phrase
referred to the product
or brand.
The function of any
slogan is to appeal and
summarize, that is:
•Capture the attention and prompt
to read, listen, or watch the rest of
the message.
•Generate an association between
the brand and its main advantage.

10. Examples of Current Slogans

11. Creative Execution
It is producing the
advertisements that
will be disseminated
through the chosen
media.
Execution aspects:
•Structure, size, position,
and repetition of
advertisements .
Execution elements:
•Characters, images, texts,
illustration, headings,
effects, music, etc.

12. More Information:
• http://en.wikipedia.org/wiki/
Advertising_campaign