Ms. Nidhi Laddha M7(B) 81 Project Management- Prof.

Satish Bankal

Project Life Cycle

Project: An Ad Campaign (Print) for a product in an Advertising Agency Initiation Phase: The Ad Campaign brief is received from the Client. The Brief is studied and approved by the Account Planner and Client Servicing executive. After a dipstick research on the product category, Advertising Goals and Campaign Objectives are decided. Planning Phase: This Phase includes in-depth primary and secondary research undertaken by the Account Planner on the said Product and its category. Further it includes understanding consumer insight and coming with a valid and relevant strategy for the product to achieve the set goals. This then is discussed with the Client Servicing and approval is taken from the client. Executing Phase: This Phase includes the creative rendition of the strategy approved by the Client in the form of a Print Ad (concepts). This is again tested among a set audience to check its efficacy. These are then sent for Client approval and feedback. Controlling Phase: The testing phase is essentially undertaken to rectify the errors/ misinterpretations which may appear and to seek improvement if scope exists. It also includes working on Client feedback received in order to be extremely goal centric. In the controlling phase, these errors are rectified by repetition of the Executing Phase and Controlling Phase. Closing Phase: This Phase essentially means finalization of the Creative rendition which shall finally appear in the Newspapers after repeated reviews tests etc. The project stands closed once the Artwork for the Ads are given to the said Newspapers and they are released.