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A campaign is an organised series of advertisements having the same theme over a period of time. The campaign may be multi-media (aired over different media) but its theme is kept intact and it maintains a unified approach. All ads in the series are driven by the same though and physical continuity is provided by similarity of visuals and morals. In a broad sense, ad campaign is a process where the advertising plan is integrated to the overall marketing plan and corporate plan. The advertising objectives are achieved by formulating ad strategy, and then creative strategy that is implemented through media planning and media strategy. Thus, campaigns are part of the strategic marketing process. Campaigns can be local or regional. Pioneering campaigns launch new products, while Competitive campaigns emphasise superiority to retain the existing consumers or to expand into new markets. Advertising strategy which is designed to adequately support the marketing strategy when translated into a plan of action is known as campaign planning in advertising. b) CAMPAIGN OBJECTIVES The objective or goal or purpose of the advertisement campaign may be quite broad in scope or may be quite specific or particular. It may be to stimulate primary demand or to build up a brand preference. Every campaign has minimum immediate objectives, but the ultimate goal is always to sell the product, service or idea. Examples of the minimum objectives are – to obtain a large share of the market, to obtain a good ‘name’ or ‘image’, to sell goods through direct mail, to correct mistaken ideas about the product, to introduce a new product, to promote a new style, to build corporate or brand image etc. c) THREE MAIN DECISIONS IN CAMPAIGN PLANNING An advertising campaign requires three main decisions. These are – What to say – This constitutes the advertising policy or copy platform, based on the marketing strategy How to say – This incorporates the whole production side of advertising including artworks
To decide about the placement of copy in the media to run the campaign 15. To co-ordinate with the general administration. To determine the market and its potential 2. To bring about product modifications 7. one ad theme and one design theme. To decide about the channels and their satisfactory operation 6. To determine the type of copy 12. To obtain the consumer profile 3. To determine the fundamental human desire to which the advertisement will appeal 11. Concentration – It is better to focus on one geographical region. To do the media planning 9. To prepare the actual ad copy with a dominant central idea that has been effectively presented and laid out. Objectives of Campaign planning – 1. These three steps remain constant to all advertising campaigns. Where to say – This refers to choosing the right media as a vehicle for the message. These are Dominance – It is better to have fewer but very dominating ads in the campaign so that they can be remembered well. To determine the geographical scope of the campaign 8. To develop a central or core idea around which the selling points revolve 10. The primary data available and the secondary data gained through research guide the campaign. To study the consumer psychology 4. To determine the scheduling and space buying 13. Repetition – This refers to the flexibility of the campaign to repeat the message. sales staff and other promotional activities . The campaign must adhere to three basic principles. To know about the frequency or size of buying 5. d) CAMPAIGN STRATEGY Basis of Campaign planning Information distilled over a period of time from past activities including advertising/selling forms the basis of the campaign planning. 14. To decide upon budget 16. Market research provides quantitative guidelines and motivational research provides qualitative guidelines.
continuous reminder advertising is resorted to. their needs. The visual and the copy – Will they be ‘read’ as they are intended or are people deriving a different meaning? The rule here is KISS (Keep it simple. two years after the launch of the product is considered incubation period and maximum advertising is done during this time. The language – Which language must be used for the campaign? 7. Pre-testing – Consumer and product research to find out the habits of consumers. Will the campaign address children. teenagers or the aged? Is it geared towards working women or middleclass households? Such questions need to be answered. which one would reach the target audience? 6. In the very beginning. A new product requires a considerably large budget than an already established one. as they help build demand and boost sales. instead of just creativity.Points to be kept in mind when planning a campaign 1. Post-testing – Gauge consumer reactions to the ad campaign 10. Media Selection – Which is the most effective medium for talking about the product/service? Among the effective media. informative advertising is used and for the rest of the period. Objective here would be to increase awareness of the product and establish it in the market. Generally. their values. Advertising costs for new products are to be treated as an investment. This ensures that the message reaches the target audience effectively. their present reactions to the product and how it is advertised. The Budget – How much is the client willing to spend? 3. . During the other seasons. Thorough market research on similar products and state of market is thus required. reminder-oriented advertising must take place 9. Broad Strategy alternatives available when planning a campaign Change the perception of the company’s brand Change the perception of the competition’s brand Improve/reduce importance given to certain feature of that product class e) LAUNCHING A NEW PRODUCT There are no past experiences or past sales to guide the campaign. What feedback is available from the public or target audience? 4. 5. 2. Identify the problem – Why have the sales fallen? What is expected from the campaign – higher sales or a better image or educating the consumer? This will help identify the USP. because continuous advertising is required. Effects on sales – Did the ad lead to purchase? Marketing factors need to be looked at. stupid) 8. Timing and Duration – Appropriate seasons must be chosen for launches. living standards. Target audience – This must be defined perfectly.
ad propositions must be rational. The firm. 2. its differentiating features. A truly unique attribute that gives the customers and producers a sustainable advantage is required. samples. As theorised by Rosser Reeves – 1. its reputation. The number and strength of competitors. g) MULTIMEDIA ADVERTISING Two levels – 1. The advertising schedule required (timing. contests . their location and potential volume of sales 5. 3. The number and type of consumers. The various media available 10. symbols and other forms of written communication in the copy of the advertisement. USP assumes that the customer thinks rationally and so. This overcomes the problems of a single medium and ensures that the reach can be maximised. It is communication-oriented. frequency and size of ads) 11. The product. The proposition must be strong enough to move people. USP does not work on products where emotion plays a key role. The numbers and types of channels of distribution. 2. h) FACTORS AFFECTING THE PLANNING OF A CAMPAIGN There are many factors that affect the planning of a campaign. (What is the benefit of this product?) This should be a tangible benefit. and tries to differentiate between product offerings on the basis of a unique benefit of the product. The purpose of advertising 8. The proposition or promise made by the ad must be one that the competition has not so far made. their marketing and advertising strategies. packaging etc 3. The efficacy of the existing sales force 12. Based on the number of media used – In multi-media campaigns. their location 7. a number of different media vehicles are used. position in the market. Each ad must make a specific proposition to the customer. its type. text. Any direct action stimuli like premiums. Selling price of the product and how it compares to competition’s prices 4. These are – 1.f) UNIQUE SELLING POINT USP is a concept developed by Rosser Reeves. its financial share etc. is it new or established. Based on content – Multimedia means the use of images. 2. The budget available 9. 6.
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