Campaign Planning

Advertisement campaign

What is Campaign?
A

campaign can be defined as a unifocus, 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 campaign

Effective

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 campaign

Why:

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 campaign

Budget

Appropriation
5Ws and IH
Feedback or evaluation
measures.

Planning an Advertising
Campaign
The

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
Campaign
General

Steps in Developing and

Implementing an Adv. Campaign:

Planning an Advertising
Campaign

Planning an Advertising
Campaign

Identifying and analyzing the Target

Audience
Target audience is the group of people
at whom advertisements are aimed.
a)Location and geographical location,
b)Distribution of demographic factors,
c)Lifestyle Information,
d)Consumer attitude.

Planning an Advertising
Campaign

Defining the advertising

Objectives
What does the firm hope to
accomplish the campaign?
a)Objectives should be clear,
precise and measurable,
b)Increased sales (Units or dollar)
or increased product or brand
awareness.

Planning an Advertising
Campaign
Creating the advertising platform
Basic 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 Appropriation
- Advertising budget foe specific period.
It includes:
a)Geographic size of the market and
distribution of the buyers within the
-

Planning an Advertising
Campaign

market are important factors in

determining the size of the
budget.

Planning an Advertising
Campaign
Budget Approach/
Methodology

Determining
Method

Budget:

the Advertising

Objective and Task

Determining advertising
objectives and then
calculating the cost of all
the task needed to attain
them.

Percent of Sales

Multiplying 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 Matching

Setting the adv. Budget to

match competition spending
on advertising.

Planning an Advertising
Campaign
Budget Approach/ Method

Methodology

Arbitrary

Setting 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.
a)Reach: The percentage of consumers
in a target market exposed to an
advertisement in a specific period.

Planning an Advertising
Campaign
b)

Frequency: 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 Message

- Copy: the verbal portion of the
advertisement.
a). It includes headlines, sub headlines,
body copy and signature.
- Copy Guidelines:
a)Identify a specific desire or problem.
b)Recommended the product as the
best way to satisfy the identified
desire or

Planning an Advertising
Campaign

State product benefits.

d) Substantiate the advertising claims.
e) Ask the buyer to take actions.
- Artwork
An advertisement illustrations and
layout.
- Illustrations
Photo, drawings, graph, charts and
tables used to spark audience int.
and for better understanding.
c)

Planning an Advertising
Campaign

Layout
The physical arrangement of the
adv. Illustrations and copy.
-

Planning an Advertising
Campaign

Executing the campaign:

- Planning and coordination.
- Implementation
a)Detailed schedule of campaign
phases.
b)Evaluation and corrective actions
as necessary to make the
campaign more effective.

Planning an Advertising
Campaign
Evaluating the campaign
Evaluation
Assessment
effectiveness:

Pretest

Evaluation of ads
performed before a
campaign begins.

Consumer jury

A panel of a products
actual or potential buyers
who pretest ads.

Post test

Evaluation of advertising
effectiveness after the
campaign.

Recognition Test

A post test in which

respondents are shown
actual ads and asked if
they recognize it.

Planning an Advertising
Campaign
Unaided Recall Test

A 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
Campaign
Who

develops the Advertising

Campaign?
- Individuals
- Advertiser or Financer
- Firms Advertising Department
- Advertising Agency
They all develops the advertising
campaign

Planning an Advertising
Campaign
Three

phases of campaign creations:

I. Strategy Development Phase: This
state objectives and decide contents
of communication and decide the
positioning of the brand. Strategy is
more important than creativity.
II.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
Campaign

Well 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.
III.The creative phase: Creative
people are brained people, they
are involved from the inception to
the commencement stage.