Advertising Campaign

Definition

• An advertising campaign is a series of advertising messages with identical or similar message over a particular period of time

• Different media, Single theme , Unified Approach• Psychological continuity due to similarity in

visuals and orals• Eg. Dairy Milk , Rebi - Real Estate,Incredible

India, Hutch, Kalyan Jewellery

                                                                       

• Why a Campaign??– Buyers are forgetful– Too many ads

• How long shd be a campaign– Varied length depending upon the following:

• Type of the product

• Nature of the advertisers marketing programme

• Seasonality of sales

• Media policies

• Competitors advertising

Basis for a Campaign

Ad Campaigns

Geographical spread

Ad Campaigns Ad Campaigns Ad Campaigns

Newspaper

Direct MailPioneering

CompetitiveNational

Local Market

Television

Indirect Action

Direct Action

Campaign Planning

Definition: It is an organised and carefully planned use of paid publicity for fulfilling a definite purpose

- Consumer Behavior is the basis

- Advertising Planning – What message, Budget, Desired behavior

- Media Planning – Which media and vehicle

Campaign Creation Process

Creative Phase

Briefing Phase

Strategy Development Phase

Strategy Development Phase

• What?? – The objectives and contents of

communication are decided– The position of the brand is decided based on research

analysis– Brainstorming sessions are conducted– A strategy that could give a competitive edge is to be

selected

• Who?? – Team – Client + Creative team– Strategist – Left brain oriented, logical thinker

• Why??– Right strategy is as important as creativity for the

success of an ad, especially in case of a product launch

Briefing Phase

• What??– A clear strategy leads to an advertising brief

– Its about how to create an ad that the product needs

– It should have clarity and a single minded objective

– It should aim at a target person

– The brief must emphasize a benefit or a product plus

• Who??– Creative team – Copywriter and Visualiser

• Why??– For an ad to create the desired response, The right

message has to be conveyed in the right way.

Creative Phase

• What?/– Strategy is converted into a advertisement idea

– Creativity

– An understanding of the product and its benefit is needed

– A thorough knowledge about the customer is very essential

• Who??– Creatives : Right brained people, lateral thinkers

• Why??– Creativity is what makes a different and causes

retention of an ad