DEVELOPING THE

ADVERTISING CAMPAIGN
• In designing and evaluating an ad campaign ,
imp to distinguish between massage strategy
(what ad attempts to convey) from creative
strategy (how ad express)
• It is both art and science
• To develop a msg strategy advertiser should go
through three steps:
1. Msg generation and evaluation
2. Creative development and execution
3. Social – responsibility review
 Msg generation and evaluation
• Imp to generate fresh insights
• Avoid using same appeals and positions
• Eg. Car ads – driving at high speed on curved
roads .
• Results weak link between brand and msg
• Focus on 1 or 2 core selling propositions
• The product’s “benefit” message decided as part of
developing the product concept.
• Conduct market survey to determine which works
best withits target audience
• Advertiser should prepare a creative brief for
elaboration of of positioning statement and
includes:
key brand benefits , support for brand promise and
media
• More ad created higher probability to find an
excellent one
Creative development and execution
• Ad’s impact depends not only on what is said?
but often on how u said?
• Prepare a copy strategy statement describing
objective, content, support, and tone of desired ad
• Every advertising medium has specific adv and
disadv
1. Radio advertising media
2. Television advertising media
3. Print advertising media
 Radio Advertising Media
• Cheaper
• Radio listening in urban areas is low and was
about 25% in India in 2005
• Increase in radio listening due to popularity of FM
stations
• 35 Fm stations in 19 cities of India
• It is expected to increase due to privatization
• 391 new FM stations in 91 cities
• With increasing no. of radio stations , advertiser
will have greater flexibility
• low cost of production and place of advertisement
• Lack of visual images and passive nature of consumers
• Can be extremely creative bcoz of clever use of music ,sound
and other creative device
• Can tap listener’s imagination to creat powerfully relevant and
popular images

Television advertising media

• Most powerful advertising medium and reaches a broad
spectrum of consumers
• TV covers 54% of indian population and satellite TV about 26%
• variation in reach of TV in different states
Cont…
• eg. In Goa – 92%, in TN – 76%, in Bihar – 22% ,etc.
• Wide reach of television translates to low cost per
exposure
• Large no. of national , regional and local tv
channels in different languages makes planning
complex
• An effective means of vividly demonstrating
product attributes and consumer benefits
• A compelling means for dramatically potraying user
and usage images , brand personality and other
brand intangibles
Cont…
• High cost of production and placement
• Large no. of ads and non programming material
creat clutter
• Fragmentation of channels affects viewership of
specific programs
• Therefore effectiveness of any one ad , on an avg ,
diminished
• Properly designed and executed TV ads improve
brand euity and affects sales and profits
 Print advertising media
• Offer a stark contrast to broadcast media

• Bcoz of their self-spaced nature ,magzines and newspaper

provide detailed product information

• Effectively communicate user and usage imagery

• Static nature of visual images makes difficult to provide

dynamic presentation

• Can be fairly passive

• Two main print media- newspapers and magzines

Cont…
• Newspapers are timely and magzines more effective

• Flexibility in designing and placing newspaper

ads,poor reproduction quality and short shelf life
diminish impact

• Format elements such as ad size ,colour ,and

illustrations affect print ads impact