Campaign PlanningAdvertisement campaign

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 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.

5Ws and 1H of campaignEffective campaign must answer 5Ws 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 they attend to. It include the media vehicals for the campaign.

5Ws and 1H of campaignWhy: 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.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.

5Ws and 1H of campaignBudget Appropriation 5Ws and IHFeedback or evaluation measures.

Planning an Advertising CampaignThe 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 is integrated to overall marketing plan and corporate plan.

Planning an Advertising CampaignGeneral Steps in Developing and Implementing an Adv. Campaign:

Planning an Advertising Campaign

Planning an Advertising Campaign Identifying and analyzing the Target AudienceTarget audience is the group of people at whom advertisements are aimed.Location and geographical location,Distribution of demographic factors,Lifestyle Information,Consumer attitude.

Planning an Advertising Campaign Defining the advertising ObjectivesWhat does the firm hope to accomplish the campaign?Objectives should be clear, precise and measurable,Increased sales (Units or dollar) or increased product or brand awareness.

Planning an Advertising CampaignCreating the advertising platformBasic 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 Budget AppropriationAdvertising budget foe specific period.It includes:Geographic size of the market and distribution of the buyers within the

Planning an Advertising Campaignmarket are important factors in determining the size of the budget.

Planning an Advertising CampaignDetermining the Advertising Budget:

Budget Approach/ MethodMethodologyObjective and TaskDetermining advertising objectives and then calculating the cost of all the task needed to attain them.Percent of SalesMultiplying the firms past and expected sales by a standard percentage based on what the firm has traditionally spend on adv. and the industry average for advertising spending.Competition MatchingSetting the adv. Budget to match competition spending on advertising.

Planning an Advertising Campaign

Budget Approach/ MethodMethodologyArbitrarySetting the advertising budget at a level of specified by a high level of executive in the firm.

Planning an Advertising Campaign 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.Reach: The percentage of consumers in a target market exposed to an advertisement in a specific period.

Planning an Advertising CampaignFrequency: The no. of times targeted consumers are exposed to an adv. In a specific period.

Planning an Advertising Campaign Creating the advertisement message:

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

Planning an Advertising CampaignState product benefits.Substantiate the advertising claims.Ask the buyer to take actions.ArtworkAn advertisement illustrations and layout.IllustrationsPhoto, drawings, graph, charts and tables used to spark audience int. and for better understanding.

Planning an Advertising CampaignLayoutThe physical arrangement of the adv. Illustrations and copy.

Planning an Advertising Campaign Executing the campaign:Planning and coordination.ImplementationDetailed schedule of campaign phases.Evaluation and corrective actions as necessary to make the campaign more effective.

Planning an Advertising Campaign Evaluating the campaign effectiveness:

EvaluationAssessmentPretestEvaluation of ads performed before a campaign begins.Consumer juryA panel of a products actual or potential buyers who pretest ads.Post testEvaluation of advertising effectiveness after the campaign.Recognition TestA post test in which respondents are shown actual ads and asked if they recognize it.

Planning an Advertising Campaign

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

Planning an Advertising CampaignWho develops the Advertising Campaign?IndividualsAdvertiser or FinancerFirms Advertising DepartmentAdvertising AgencyThey all develops the advertising campaign

Planning an Advertising CampaignThree phases of campaign creations:Strategy Development Phase: This state objectives and decide contents of communication and decide the positioning of the brand. Strategy is more important than creativity.Adv brief to creativity: Job of company to give brief but usually they dont do that, success of the adv depends on how

Planning an Advertising CampaignWell 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.The creative phase: Creative people are brained people, they are involved from the inception to the commencement stage.