Campaign Planning

Advertisement campaign
Campaign Planning
Advertisement campaign
By: Ritu Raj
/digitalrituraj / riturajsingh1 / riturajsinghin /ritu_raj_singh

What is Campaign?
 A campaign can be defined as a uni-focus, short term
communication program, making use of various mass media,
aimed at a defined target audience.
 In an advertising campaign, strategy is considered the most
important part of the campaign.The pre campaign decisionsimportant part of the campaign.The pre campaign decisions
were taken and included in the strategy.
 Since the campaign are cost intensive, it is important to plan
to precision to achieve the desired response.

5W’s and 1H of campaign
 Effective campaign must answer 5W’s and 1H:
Who:The target audience/segment or target market.
What:What is to be said to elicit the desired response.What to
say? It includes the key communication proposition.
Where:Where our target audience located, wha media do theyWhere:Where our target audience located, wha media do they
attend to. It include the media vehicals for the campaign.

 Why:The objectives of the campaign, both advertising and
marketing objectives.
 When: It decides the timetable. Some products are all
season, while other are seasonal. It includes the scheduling
of the campaign.of the campaign.
 How:The crucial strategy. It is the art and science of
deploying available resources to attain objectives in the face
of active competition. Strategy needs to cover both creative
and media angle.

 BudgetAppropriation
 5W’s and IH
 Feedback or evaluation measures.

Planning an Advertising Campaign
 The creation and execution of series of advertisement to
communicate with the particular target audience.
 Campaign advertising have similar logic they are like step
brothers but not identical twins.
 Advertising campaign is a process where the advertising plan Advertising campaign is a process where the advertising plan
is integrated to overall marketing plan and corporate plan.

 General Steps in Developing and Implementing anAdv.
Campaign:
1.
• Identify and AnalyzeTargetAudience
2.
• DefineAdvertising Objectives
3.
• CreateAdvertising Problem

4.
• DetermineAdvertising Budget orAppropriation
5.
• Develop Media Plan
6.
• CreateAdvertisement Message
• Executes Campaign7.
• Executes Campaign
8.
• EvaluateAdvertisement Effectiveness
• End of the Advertisement Campaign

 Identifying and analyzing theTargetAudience
Target audience is the group of people at whom
advertisements are aimed.
a) Location and geographical location,
b) Distribution of demographic factors,b) Distribution of demographic factors,
c) Lifestyle Information,
d) Consumer attitude.

 Defining the advertising Objectives
What does the firm hope to accomplish the campaign?
a) Objectives should be clear, precise and measurable,
b) Increased sales (Units or dollar) or increased product or
brand awareness.brand awareness.

Creating the advertising platform
- Basic issues or selling points to be included in the advertising
campaign.
- Issues in the selection and use of the product that are
important to consumers.
Determining the BudgetAppropriation
- Advertising budget foe specific period.
It includes:
a) Geographic size of the market and distribution of the
buyers within the

market are important factors in determining the size of the
budget.

 Determining theAdvertising Budget:
Budget Approach/ Method Methodology
Objective andTask Determining advertising objectives and
then calculating the cost of all the task
needed to attain them.
Percent of Sales Multiplying the firm’s past and expected
sales by a standard percentage based on
what the firm has traditionally spend onwhat the firm has traditionally spend on
adv. and the industry average for
advertising spending.
Competition Matching Setting the adv. Budget to match
competition spending on advertising.

Budget Approach/ Method Methodology
Arbitrary Setting the advertising budget at a level of
specified by a high level of executive in the
firm.

 Developing the Media Plan:
- Specifies the media vehicles (eg: magazine, radio,T.V and
N.P) and the schedule for running the adv.
- Plan objectives focus on achieving the reach and frequency
that the budget will allow.that the budget will allow.
a) Reach:The percentage of consumers in a target market
exposed to an advertisement in a specific period.

b) Frequency:The no. of times targeted consumers are
exposed to an adv. In a specific period.

 Creating the advertisement message:
Product features,
Uses and Benefits
Characteristics of
the target
audience.audience.
Advertising
Campaign
objectives and
platforms
Choice of Media

 Creating an advertising Message
- Copy: the verbal portion of the advertisement.
a). It includes headlines, sub headlines, body copy and
signature.
- Copy Guidelines:- Copy Guidelines:
a) Identify a specific desire or problem.
b) Recommended the product as the best way to satisfy the
identified desire or

c) State product benefits.
d) Substantiate the advertising claims.
e) Ask the buyer to take actions.
- Artwork
An advertisement illustrations and layout.An advertisement illustrations and layout.
- Illustrations
Photo, drawings, graph, charts and tables used to spark
audience int. and for better understanding.

- Layout
The physical arrangement of the adv. Illustrations and copy.

 Executing the campaign:
- Planning and coordination.
- Implementation
a) Detailed schedule of campaign phases.
Evaluation and corrective actions as necessary to make theb) Evaluation and corrective actions as necessary to make the
campaign more effective.

 Evaluating the campaign effectiveness:
Evaluation Assessment
Pretest Evaluation of ads performed before a
campaign begins.
Consumer jury A panel of a product’s actual orConsumer jury A panel of a product’s actual or
potential buyers who pretest ads.
Post test Evaluation of advertising
effectiveness after the campaign.
RecognitionTest A post test in which respondents are
shown actual ads and asked if they
recognize it.

Unaided RecallTest A post test in which respondent
identify ads as they have recently seen
but are given no recall clues.
Aided RecallTest A post test that asks respondents to identify
the recent ads and provides clues to joy their
memories.

Who develops theAdvertising Campaign?
- Individuals
- Advertiser or Financer
- Firm’sAdvertising Department
AdvertisingAgency- AdvertisingAgency
They all develops the advertising campaign

 Three phases of campaign creations:
I. Strategy Development Phase:This state objectives and
decide contents of communication and decide the
positioning of the brand. Strategy is more important than
creativity.creativity.
II. Adv brief to creativity: Job of company to give brief but
usually they don’t do that, success of the adv depends on
how

Well the co. has briefed the agency about strategy job of the co.
is to tell what he wants to say, it is agency's job to decide how
to say.
III. The creative phase: Creative people are brained people,
they are involved from the inception to thethey are involved from the inception to the
commencement stage.

Campaign Planning

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