The document discusses promotional campaigns and inbound vs outbound marketing. It defines what a campaign is and the typical process for developing one, including setting goals and objectives, defining metrics, developing strategy and themes, producing creative content, and rollout. It also discusses factors to consider like target audiences, message sources, structures, appeals, executions, and success measurements.

1. Promotional Campaigns

2. The Marketing System convince cultivate connect GAP AUDIENCE need PROVIDER value

3. Inbound Marketing Outbound Marketing They come to you. Website Search Engine Optimization Social Communities Inquiries Physical Walk-ins You reach out to them. Campaigns & Outreach! Inbound vs. Outbound Marketing

4. What is a Campaign? A campaign is the execution plan for delivering a specific message to the target market with a specific desired end result.

5. The Process Start by defining your communications goals & campaign objectives Define measurables – how will you know the campaign was a success? Develop a creative strategy or theme Determine media & delivery mode Produce creatives Focus testing if resources permit Campaign Roll-out

6. Promotion Decisions Tactics

7. Promotion Decisions Channels

8. Communications Goals/Effects

9. Campaign Objectives Behavioural Trial Brand Trial Brand Re-Trial Brand Switching Category Trial Repeat Purchase Purchase-Related Behaviour Repeat Consumption Communications Category Need Brand Awareness Recognition Recall Brand Attitude Brand Purchase Intention Brand Purchase Facilitation

10. Success Measurement Objective-Driven: Recall/Recognition Brand Awareness/Attitude Ad Impressions Promotional Codes Web Traffic Sales Levels Subscriptions

11. Campaign Theme The “big idea” for an advertising campaign Unifies the communications through consistency Guides: Brand Image Unique Selling Proposition Positioning http://adsoftheworld.com/ See the common thread.

12. Creative Appeal How will you get their attention? Rational – features, comparative, price, popularity, news Emotional – personal, social-based Fear Humour/Satire Shock/Intrigue Sex Appeal

17. Message Execution Straight Sell Education Personality/Symbol Evidence Slice of Life Comparison Demonstration Testimonial Novelty

18. Message Source Who is conveying the message on behalf of the company? Attributes of good sources: Credibility – knowledgeable and trustworthy Attractiveness – familiarity and likeability + Relevance

19. Message Structure Order Primacy and Recency Effect Conclusion Drawing Sidedness Verbal vs. Visual

20. Reverse Marketing Activity Based on the creative given to your group, identify The campaign objectives The target audience The message source The message structure The creative theme The type of creative appeal and message execution used What’s your overall assessment? What would be a good additional component of this campaign? (i.e. online community, television ads, sponsorship, etc.)