ADVERTISINGCAMPAIGNPLANNING

Advertising campaign An advertising campaign is an organizedseries of advertising message with identical orsimilar message over a particular period of time.It is an orderly planned efforts consisting of related but self-contained and independentadvertisements. Though the campaign isconveyed through different media, it has a singletheme and a unified approach.

Campaign planning The total advertising budget The media availability The consumer profile The product profile The campaigns duration and its timing The advertising and marketing objectives The distribution channels The marketing environment includingpressure groups and competitors A reviews of previous advertising /promotional efforts The creative considerations The new plans

Important key points for planningan advertising campaign Identify the problems The budget Pre-testing Target audience Media selection The language The visual and the copy

Timing and duration

Post-testing Effects on sales

 Why to plan campaign To determine the market and its potentials To obtain the consumer profile To study the consumer psychology To know the frequency or size of buying To decide about the channels and theirsatisfactory operation To bring about product modification To determine the geographical scope of thecampaign To do the media planning To determine the fundamental human desireto which the advertisement will appeal

Steps: 1.Analyzing the market 2.Determining advertising objectives 3.Establishing budgetary and control system 4.Developing advertising strategy for: 1.Selecting media 2.Creating messages 5.Coordinating advertising with other promotional and marketing methods6.Evaluating results

Launch intoDynamic world

The market place Marketing objectives

Evaluateposttest
Coordinate withOther methods Evaluate pretest Advertisingobject ives

Create andproduce ads

Budget Translate into consumer terms Creative strategy,media And message

 Step 1: Analyze the market 1. Determining the demand factors. 2. Identifying the target group. 3. Assess the competition 4. Legal and regulatory environment

 Step 2: Determining advertisingobjectives Defining the Marketing Objectives: Decidewhat the marketing objectives is out toachieve in terms of: Increase sales of brand x Increase market share Generate 500 newenquiries each month Increase distributionpenetration Establish a network of distributors Defining the communication objectives:Decide what the communication objectivesis out to achieve in terms of: Increasing brand awareness Positioning the service as the friendliest onthe market Repositioning Guinness from anold mans drink to a young mans drink Maintaining brand x as the preferred brand

 Step 3: Establishing the budgetaryand control system Advertising budget is a plan for financingcertain future advertising operations Mostly a fund will be allocated to thispurpose to marketing department Within this fund they try to do mediaselection and other advertising expenses An advertising budget must be flexible tochange according to changing marketingconditions

 Step 4: Developing advertisingstrategy How we get there-how the objectives are achieved.Strategy drives the tactics in the same direction Adverting strategy must encompass the totality of what a product or service is and how it is sold to theconsumer The strategy summarises the tactics, by helping toharmonize and integrate all tactical communicationtools. The strategy should also include selection of targetmarkets, positioning, selection of communicationtools, sequence of communication tools (aredifferent tools used at different stages?), time scalesmedia selection and creating messages

 Examples of such strategiesinclude: The Tupperware Adirect response campaign thatcombines personal selling in party format and toll freenumbers and catalogues. The IBM Position the business as a solution provider for all your computing problems, e.g. conferences,published papers, training awareness days etc. Daewoo Cars Position Daewoo as a customer focusedfirm that is happy to deal directly with customers. Stage 1. Build customer credibility through TV and motoringpress Stage 2. Develop dialogue with customers about current issuesabout car ownership Stage 3. Launch brand NTLCreate and educate the market ( getcustomers predisposed to consider cable from NTL.Advertising will concentrate on building and managingcustomer relationships and acquisition.

 Step 6: Coordinating advertising withother promotional and marketingmethods For an advertising program to besuccessful, elements as production,delivery and inventory must be integratedwith the advertisement plan An advertising planning must consider toget the maximum cooperation fromdistributors, dealers and salespeople

 Step 5: Evaluating advertisingresults Pretesting: It is a research techniquewhich determines the reaction toadvertising by a representative sample of the target market before . The goal of pretesting is to eliminate errors or weaknesses in program design beforeconsiderable sums of money are invested

 Posttesting:This is done only after a full commitment to acreative approach and a schedule of media ahsbeen made . The objective is to ensure thatfuture campaigns will be more effective .

 Step 6: Execution of the advertisingprogram Planning of the advertising program is the joint responsibility of advertiser andadvertising agency Execution part is the responsibility of theagency

Advertising Research

 Marketing research Marketing research is the systematic gathering,recording and analysing of data about problemsrelating to the marketing of goods and services It plays a significant part n product formulation,packaging, new product introductions andadvertising copy. Marketing research when directed at theadvertising copy decision is referred asadvertising research

 Advertising research It is a subsystem of marketing researchprocess Information gathered via market researchis used up the advertiser and advertisingagency for campaign planning.

 Research procedure Defining the problem Collecting secondary or available data Collecting primary or orginal data Compiling and collating data Interpreting the findings

 Creative research It is a part of advertising research It applies to the development andevaluation of the agencys creativeproduct[ ads] It applies to the creation of advertisement

 Three stages of creative research Developing copy strategy Pretesting individual advertisements-TV,print Evaluating the cumulative effects of advertising campaign