1. Advertising Campaign
A group of advertisements, commercials, and related promotional materials and activities that are
designed to be used during the same period of time as part of a coordinated advertising plan to meet
the specified advertising objectives of a client. Advertising campaigns are the groups of advertising
messages which are similar in nature. They share same messages and themes placed in different types
of medias at some fixed times. The time frames of advertising campaigns are fixed and specifically
defined.
Steps involved in the Advertising Campaign
Stage 1: Setting Advertising Objectives
An advertising objective is a specific communication task to be achieved with a specific target audience
during a specified period of time. Advertising objectives fall into three main categories:
(a) To inform - Educating the customers about a new product or an existing product with new features
(b) To persuade - To encourage customers to switch to a different brand
(c) To remind - Remind buyers to buy a product
Market research is also conducted in this stage .Advertiser finds about competitors, product demand
etc.
Stage 2: Identification of Target Audience
Once established with the marketing objectives, the target audience or target markets are identified.
And, when the target audiences are identified; they are observed and analyzed in their characteristics,
so that on that basis media messages and advertising strategies can be designed. The reason for
choosing a particular target segment is that not all audiences have access to the same channels as
advertising, or react the same way to the same type of message. Even for the same product type,
different media messages and advertising strategies are needed for each audience. Few general criteria
that are considered:
1. Demographics—Age, gender, job, income, ethnicity, and hobbies.
2. Behaviors—When considering the consumers' behavior an advertiser examines the consumers'
awareness of the business and its competition, the type of vendors and services the consumer
currently uses, and the types of appeals that are likely to convince the consumer to give the
advertiser's product or service a chance.
2. 3. Needs and Desires—an advertiser determines the consumer needs—both in practical terms and
in terms of self-image, etc.—and the kind of pitch/message that convinces the consumer that
the advertiser's services or products can fulfill those needs.
Stage 3: Setting the Advertising Budget
Marketers use advertising to create demand for a product. The amount spent on advertising should be
relevant to the potential sales impact of the campaign. This, in turn will reflect the characteristics of the
product being advertised. For example, new products tend to need a larger advertising budget to help
build awareness and to encourage consumers to trial the product. A product that is highly differentiated
may also need more advertising to help set it apart from the competition - emphasizing the points of
difference. The following approaches are the most common methods used for developing an advertising
budget:
1. Percentage of future or past sales
2. Competitive approach
3. Market share
4. All available funds
5. The task or objective approach
Stage 3: Determine the key Advertising Messages
An advertising message is guided by the "advertising or copy platform," which is a combination of the
marketing objectives, copy, art, and production values. This combination is best realized after the target
consumer has been analyzed, the product concept has been established, and the media and vehicles
have been chosen. Spending a lot on advertising does not guarantee success. The clarity of the
advertising message is often more important than the amount spent. The advertising message is
carefully targeted to impact the target customer audience. A successful advertising message usually has
the following characteristics:
(a) Meaningful - customers find the message relevant
(b) Distinctive - captures the customer's attention
(c) Believable – make the customers believe the advertised product is trustworthy
A product's unique features, consumer’s evaluation to the product, competitor’s weaknesses and in
their positions and strengths are considered while developing a message.
3. Stage 4: Deciding on Advertising Media
A campaign may use one or more of the media alternatives. The types of media categories from which
advertisers choose include the following:
1. Print—Newspapers and magazines
2. Audio—FM and AM radio
3. Video—Promotional videos, infomercials.
4. Internet (especially social media)
5. Direct mail
6. Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses)
7. Mobile (Apps)
The key factors used in choosing the right media include:
(a) Reach - The proportion of the target customers exposed to the advertising
(b) Frequency - how many times will the target customer be exposed to the advertising message
(c) Media Impact – How far the target customer is exposed to the message and how much are they
impacted – For example an advertisement related to products for elderly people have more impact on
Television (when and which channels) or in a national newspaper or perhaps a magazine focused in this
segment of the population. Another key decision in relation to advertising media relates to the timing of
the campaign. Some products are particularly suited to seasonal campaigns on television (ex: Cold
creams) whereas for other products, a regular advertising campaign throughout the year in media such
as newspapers and specialist magazines (ex: Shampoos) is more appropriate.
Stage 5: Evaluation of the results of the Advertising Campaign
The evaluation of an advertising campaign focuses on two key areas:
(1) The Communication Effects – Whether the intended message being communicated effectively and
to the target audience.
(2) The Sales Effects – Whether the campaign generated the expected the sales growth.
5. CIations of the webites
http://tutor2u.net/business/marketing/promotion_advertising.asp
http://www.managementstudyguide.com/advertising-campaigns.htm
http://www.entropymanor.com/advertising/steps-to-launch-an-advertising-campaign.html