2. “There are only two
things in a business that
make money - innovation
and marketing. Everything
else is cost.”
Peter Drucker
3. What is Advertising?
“Advertising is any paid form of non-personal
communication, of ideas, goods and services
by an identified sponsor”.
The aim of this communication through mass
media is either to persuade or influence the
behavior of the target audience.
13. 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.
“An Advertising Campaign is a series of
advertisements [consumer communications] and
the activities that help produce them, which are
designed to achieve interrelated goals.”
……..Donald
Parente
19. Why to advertise in terms of a
campaign?
Buyers are forgetful of erratically appearing ads.
Due to clutter of large number of advertising
messages, they overlook several of them.
Thus, campaign is a sustained advertising effort.
Coordination, balance, timing, continuity &
performance- all favor for an advertising campaign.
20. Basis of campaign
Geographical spread of a campaign
Pioneering Campaigns to introduce a new
product
Competitive Campaign emphasis competitive
superiority to retain the present market.
Campaigns can be classified in terms of
media, e.g; direct mail campaign, newspaper
campaign, T.V. Campaign etc
21. Three phases of campaign creation
1.Strategy development phase
Decide
the objectives and contents of
communication.
Analyzing the research data and positioning
the brand
Right strategy and creative campaign is a
winning combination.
“If you want to catch fish, you have to think
like fish. If you want to catch a consumer, you
22. Three phases of campaign creation
2. Advertising brief to the creative
Client has to brief the agency about how to create the
advertisement.
Success or failure of the advertisement is largely dictated
by the brief.
23. Three phases of campaign creation
3.The creative phase
The strategist has to leap from a single unidirectional idea into an advertising idea that will
add value to the product/brand.
25. ZooZoo’s were conceptualized by the Ad agency O&M for the latest Vodafone Ad campaigns.
ZooZoo characters though they look like animated characters are actually played by real people. The
real people are dressed in white outfits. The sets have been constructed by shadows created by spray
painting.
28. Nike’s “Just Do It” Advertising Campaign
After stumbling badly against archrival Reebok in the 1980s,
Nike rose about as high and fast in the „90s as any company
can. It took on a new religion of brand consciousness and
broke advertising sound barriers with its indelible Swoosh,
“Just Do It” slogan and deified sports figures. Nike managed
the deftest of marketing tricks: to be both anti-establishment
and mass market, to the tune of $9.2 billion dollars in sales
in 1997.
—
Jolie Soloman
“When Nike Goes Cold”
Newsweek, March 30, 1998
29. Linking the Campaign to Consumer Needs
Through its “Just Do It” campaign, Nike was able to
tap into the fitness craze of the 1980s. Reebok was
sweeping the aerobics race and gaining huge market
share in the sneaker business. Nike responded to
that by releasing a tough, take-no-prisoners ad
campaign that practically shamed people into
exercising, and more importantly, to exercising in
Nikes.
Celebrity endorsements also appealed to the
consumers’ sense of belonging and “hipness”.
30.
31. Linking the Campaign to Strategy
Nike was in a tough spot in the late 1970’s. It was being
swamped by Reebok’s quick initiative on designing
aerobics shoes and needed to respond dramatically and
forcefully.
No longer content to be the choice running shoe of a few
thousand marathoners and exercise nuts, Nike wanted to
expand its operation to target every American, regardless
of age, gender or physical-fitness level. “Just Do It”
succeeded in that it convinced Americans that wearing
Nikes for every part of your life was smart and hip.
Nike took its own advice and “Just Did It” by directly
attacking Reebok in the sport-shoe market.
32. Why Was the Campaign Successful?
The timing of this campaign could not have been better.
Americans were buying exercise equipment at a record
pace in the mid 1980s, and body worship was at an all
time high. Nike tapped into consumers’ desire for a
healthy lifestyle by packaging it into a pair of $80
sneakers.
The ads were often humorous, appealing to the cynic in
all of us, while imploring consumers to take charge of
their physical fitness. The ads made starting an exercise
regime seem like a necessity.
The campaign was easily identifiable (to the point that
Nike eventually did not even bother to display the word
“Nike” in commercials—the swoosh was enough) and
stayed true to its message.
33. Conclusion.
Creativity is an essential resource to survive in the market and
for this reason we always look for it. Companies entrust their
image to advertising agencies to realize ever more creative,
innovative and amazing advertising.
Advertising is seduction, art and investment.
Advertising must be funny, clever, unique and exciting
