Professional Documents
Culture Documents
Ad Campaign?
AD CAMPAIGN
It is the execution of a set of
advertisements united by a
common theme
- planned to accomplish a
specific
objective..
AD CAMPAIGN THEMES & SUB-THEMES
Romance
Nature
Health
Humor (`Kya Aaap Close up Karte Ho?
Humor through visual copy.)
Seriousness/Concern/Anxiety
Fear (`Danger is Lurking round the
Corner.)
Next Week
Friday: There will be no class. It
is rescheduled for later.
Saturday: Case: Shell meets
Greenpeace (in polycopy)
Group 1 will present.
Ad Theme: Happiness
What are
the
Consumer
Beliefs?
BELIEFS
What are
their
Attitudes to
the particular
Product/Bran
d?
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Raymonds Ad
Ad Theme: The Complete Family Ma
Campaign Theme
Joy is the
Sub-Theme
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EXAMPLE
VALUES
A TTITUDES
`Milk is
BELIEFS
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EXAMPLE
Alternative Ad Themes:
versus
or
`Milk Deprivation
`Nostalgia, (Childhood Days)
`Good for You (Society)
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1982
1986
Coke Is It
1987
1988
When Coca-Cola Is a
Part of Your Life, You
Can't Beat the Feeling
1989
1990
1993
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2009
In 2009
Coke `Open Happiness
Theme
Global Marketing
Campaign took off.
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Implications:
What is
involved for
the company?
IMPLICATIONS:
Formation of
Opinions &
Attitudes
BRAND POSITION
IN THE
CONSUMERS
MIND
TARGET AUDIENCE
(INTENTION
TO PURCHASE)
4
?
70% (.9X.6X.33X.7 = 0.13 Probability
70% (.9x.6x.33x.7 =
Implications:
What is involved for the companys
Promotional Plan?
IMPLICATIONS of the Buyer Response
Steps in FLOW CHART are `gates
`THE ADVERTISING/PROMOTIONS
COMMUNICATIONS MUST ATTEMPT TO
INFLUENCE EACH STEP IN THE SEQUENCE
FOR EFFECTIVE COMMUNICATIONS `
Source: Rossiter &
Percy See Your
Please
Polycopy Reading
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AD MANAGERS PLANNING
SEQUENCE
How is the Ad STAGES
Campaign
SIX-STEP EFFECTS
Planning
(In Reverse
Order) Connected to Six
Step Effects Sequence.
MARKETING OBJECTIVES
& BUDGET
TARGET AUDIENCE
SELECTION
Awarene
ss
COMMUNICATION Informati
OBJECTIVES
on
AND POSITIONING/ Attitude
PROFIT
SALES/MARKET SHARE
/BRAND EQUITY
TARGET AUDIENCE ACTION
/DECISION TO PURCHASE
(Or Repositioning)
CREATIVE STRATEGY
& INTEGRATED STGY
MEDIA STRATEGY
AD CAMPAIGN TRACKING
COMMUNICATION EFFECTS
& BRAND POSITIONING
Awareness
Attitude Change
PROCESSING
EXPOSURE
Through
20 the
Media
FACTORS INFLUENCING
AD CAMPAIGN EFFECTIVENESS
WHAT ARE
THE FACTORS INFLUENCING
THE EFFECTIVENESS OF AN
AD CAMPAIGN?
What are the CONDITIONS FOR MAXIMUM
AD CAMPAIGN EFFECTIVENESS
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AD COPY FOR
POWER SHOES
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When does an ad
campaign flop?
When is an Ad Campaign a failure?
When there is:
Wrong Selection of Target Audience
Wrong Positioning in Target segment
Wrong Creative Strategy (Theme/ Appeal
/Execution)
Wrong Media selection (Media Mix not
suitable for the Target Market)
Inadequate Budget
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Or
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AD CAMPAIGN EFFECTIVENESS
How to Increase the Effectiveness
Of an Ad Campaign.
?
What are the ways to increase the
Effectiveness of an ad campaign?
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End
SET THE AD
OBJECTIVES
Marketing Related
Objectives
SET THE
AD
BUDGET
Communication
Related Objectives
EVALUATE THE
EFFECTIVENES
OF THE AD
CAMPAIGN
through
End
AD
CAMPAIGN
TRACKING
FORMULATE
CREATIVE MESSAGE
AD STRATEGY
Appeals/Execution/
Layout
MEDIA
STRATEGY
Message
Selection
Massage
Scheduling in
media
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Ad Campaign
Tracking
What is meant by Ad
Campaign Tracking ?
Use of Diagnostic
measures
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AD EFFECTIVENESS
MEASURABLE VARIABLES
1. READERSHIP/ VIEWERSHIP
`Did you read . Magazine X ?
`Did you view Channel/Program on TV?
2.
UNAIDED RECALL
is UNSTRUCTURED RECALL: OPINIONS ABOUT AD
1. Thoughts about the Ad
COGNITIVE
2. Meaning conveyed by Visual
COMPONENT
3. Meaning conveyed by Headline
4. Meaning conveyed by Baseline
3.
AIDED RECALL
1. Thoughts about the Ad
COGNITIVE
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AD EFFECTIVENESS MEASURES
Synovate Ad Index Survey: Ad Effectiveness
Measures: `Top of the Mind is a monthly survey
conducted by Synovate India and TV Ad Index, The
survey covers 750 respondents in the four metros.
Scores are compiled on
1.Unaided and Aided Ad Recall.
2.Attitudinal Measuress
Ad Diagnostics Attitudinal Measures
Likeability Enjoyment
Ad
Believability
Claim
Believability
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Like
------------- Dislike
Good
------------- Bad
Interesting
----------- Not
Interesting
4.
Pleasant ------------- Unpleasant
5.
Believable ----------- Not
Believable
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MEASURING AD EFFECTIVENESS
ADVERTISING EFFECTIVENESS
MEASURES
PRETESTING
COMMUNICATION
EFFECTIVENESS
SALES
EFFECTIVENES
POST
TESTING Readership/Viewership Tests Past Sales Figure Unaided
Recall (T.O.M)
Aided Recall
Opinion & Attitude Tests
Attitude Change Measures
End
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EXAMPLE OF Anti
Smoking Campaign
AD CAMPAIGN PLANNING
&
EFFECTIVENESS
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Advertising
Effectiveness
DAVP
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David Ogilvy: on Ad
Effectiveness Testing
David Ogilvy
`Test your promise. Test
your media. Test your
headlines. And your
illustrations. Test the size of
your ads.
Test the frequency. Test the
level of expenditure. Never
Source: Ogilvy `Confessions of
stop testing.
an Ad Man
End
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FACTORS INFLUENCING
AD CAMPAIGN EFFECTIVENESS
WHAT ARE
THE FACTORS INFLUENCING
THE EFFECTIVENESS OF AN
AD CAMPAIGN?
IMPLICATIONS:
Systematic Ad Campaign
Planning is necessary.
JOHN O'TOOLE:
Creative
Strategy
On
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