ADVERTISING

CAMPAIGN PLANNING
By Sindhu Sara Samuel
0805144
 Steps:
1. Analysing the market
2. Determining advertising objectives
3. Establishing budgetary and control system
4. Developing advertising strategy for:
1. Selecting media
2. Creating messages
5. Coordinating advertising with other promotional and marketing
methods
6. Evaluating results
 The process of advertising
campaign planning in detail

Launch into The market place

Dynamic world
Marketing objectives

Evaluate
Coordinate with posttest
Other methods Advertising
Evaluate
objectives
pretest

Create and
produce ads Budget
Translate into Creative strategy,
consumer terms media And message
 Step 1: Analyse the market
1. Determining the demand factors.
2. Identifying the target group.
3. Assess the competition
4. Legal and regulatory environment
 Step 2: Determining advertising
objectives
Defining the Marketing Objectives: Decide
what the marketing objectives is out to
achieve in terms of:
Increase sales of brand x
Increase market share Generate 500 new
enquiries each month Increase distribution
penetration
Establish a network of distributors
 ..
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
 Step 3: Establishing the budgetary
and control system
Advertising budget is a plan for financing certain
future advertising operations
Mostly a fund will be allocated to this purpose to
marketing department
Within this fund they try to do media selection
and other advertising expenses
An advertising budget must be flexible to change
according to changing marketing conditions
 Step 4: Developing advertising
strategy
How we get there- how the objectives are achieved.
Strategy drives the tactics in the same direction
Adverting strategy must encompass the totality of
what a product or service is and how it is sold to the
consumer
The strategy summarises the tactics, by helping to
harmonize and integrate all tactical communication
tools.
The strategy should also include selection of target
markets, positioning, selection of communication
tools, sequence of communication tools (are
different tools used at different stages?), time scales
media selection and creating messages
 Examples of such strategies
include:
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.
Step 6: Coordinating advertising with
other promotional and marketing
methods
For an advertising program to be
successful, elements as production,
delivery and inventory must be integrated
with the advertisement plan
An advertising planning must consider to
get the maximum cooperation from
distributors, dealers and salespeople
 Step 5: Evaluating advertising
results
Pretesting: It is a research technique
which determines the reaction to
advertising by a representative sample of
the target market before . The goal of
pretesting is to eliminate errors or
weaknesses in program design before
considerable sums of money are invested
 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 .
Step 6: Execution of the advertising
program
Planning of the advertising program is the
joint responsibility of advertiser and
advertising agency
Execution part is the responsibility of the
agency
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
 Three stages of creative research
Developing copy strategy
Pretesting individual advertisements- TV,
print
Evaluating the cumulative effects of
advertising campaign
THANK
YOU