Amity Business School

Name of Institution

CREATIVE STRATEGY
DEVELOPMENT- CSD
or
ADVERTISING CAMPAIGN
BY:HIMANSHU KHERA(D47)
ROHIT RAZDAN(D39)
ASHISH KUMAR SANWAL(D33)
 Amity Business School
Name of Institution

Advertising Campaign
An advertising campaign is an organized
series of advertising message with
identical or similar message over a
particular period of time. It is an orderly
planned effort consisting of related but
self-contained and independent
advertisements.Though the campaign is
conveyed through different media,it has a
single theme and a unified approach.
 Amity Business School
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Campaign Planning
• The total advertising budget
• The media availability
• The consumer profile
• The product profile
• The campaign’s duration and its timing
• The advertising and marketing objectives
• The distribution channels
• The marketing environment including\pressure groups
and competitors
• A reviews of previous advertising /promotional efforts
• The creative considerations
• The new plans
 Amity Business School
Name of Institution

Key Points for Planning an 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
 Amity Business School
Name of Institution

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 their
satisfactory operation
• To bring about product modification
• To determine the geographical scope of the campaign
• To do the media planning
• To determine the fundamental human desire to which the
advertisement will appeal
 Amity Business School
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• To develop a central idea or a core idea

around which the selling points revolve.
• To do the budgeting of the campaign.
• To coordinate with the general
administration,sales staff and other
promotional activities.
 Amity Business School
Name of Institution

Three Phases of an Ad Campaign

• Strategy Development Phase:This
phase decides the objectives and contents
of communication.
• Briefing Phase:In briefing phase the
client has to brief the agency about the
strategy.
• Creative Phase:The creative team has
the copywriter and visualization both
together.
 Amity Business School
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Length of Campaign
Length of a campaign depends on the
following factors:
1. Product offered
2. Nature of the product program
3. Seasons
4. Competitors advertising
 Amity Business School
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BASIS OF CAMPAIGN;

Geographical Media Action

Product
Area
National Direct mail Direct Action Pioneering
Regional Newspaper Indirect
Competitive
Local T.V Action
Amity Business School
Name of Institution