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Advertising Campaign Planning
Advertising Campaign Planning
Steps:
1. 2. 3. 4. Analysing the market Determining advertising objectives Establishing budgetary and control system Developing advertising strategy for:
1. Selecting media 2. Creating messages
5. Coordinating advertising with other promotional and marketing methods 6. Evaluating results
Evaluate posttest
Evaluate pretest
Advertising objectives
Create and produce ads Translate into consumer terms Creative strategy, media And message
Budget
..
Defining the communication objectives: Decide what the communication objectives is out to achieve in terms of:
Increasing brand awareness Positioning the service as the friendliest on the market Repositioning Guinness from an old mans drink to a young mans drink Maintaining brand x as the preferred brand
The Tupperware A direct response campaign that combines personal selling in party format and toll free numbers 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 focused firm that is happy to deal directly with customers.
Stage 1. Build customer credibility through TV and motoring press Stage 2. Develop dialogue with customers about current issues about car ownership Stage 3. Launch brand NTLCreate and educate the market ( get customers predisposed to consider cable from NTL. Advertising will concentrate on building and managing customer relationships and acquisition.
Posttesting: This is done only after a full commitment to a creative approach and a schedule of media ahs been made . The objective is to ensure that future campaigns will be more effective .
Advertising Research
Marketing research
Marketing research is the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services It plays a significant part n product formulation, packaging, new product introductions and advertising copy. Marketing research when directed at the advertising copy decision is referred as advertising research
Advertising research
It is a subsystem of marketing research process Information gathered via market research is used up the advertiser and advertising agency 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 and evaluation of the agencys creative product[ ads] It applies to the creation of advertisement
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