ADVERTISING CAMPAIGN

Planning, Pitching and budgeting

 What is Advertising?

• Advertising is a marketing communication that employs an openly sponsored, non-personal

message to promote or sell a product, service or idea. The actual promotional messages are
called advertisements, or ads for short. The goal of advertising is to reach people most likely to
be willing to pay for a company’s products or services and entice them to buy.
• Advertising is always present, though people may not be aware of it. In today's world,
advertising uses every possible media to get its message through. It does this via television,
print (newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings,
mailers, contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even
people (endorsements).
 What is Advertising Campaign?

• An advertising campaign is a specifically designed strategy that is carried out across

different mediums in order to achieve desired results such as increased brand awareness,
increased sales, and improved communication within a specific market. All of this is
accomplished through advertising.
Some Succesful Advertising Campaign :
• Maggi: Maggi, the subsidiary of Nestle has been started in 1890. Its successful marketing
campaigns help Maggi to get nearly 85% of market share.
• Vodafone: Vodafone, a British Telecommunication company, headquartered in London was
founded in 1982. One of the most popular and innovative campaigns of Vodafone is the
ZooZoos.
• Saffola: One of the main reasons behind the successful reach of Saffola to its target market is
because of its interesting TV commercials.
 ADVERTISING CAMPAIGN - PLANNING
• Analyse the situation– Gather information about your market so
that your team and you have a general understanding about the
marketing environment. This also provides your team to assess the
strengths and weaknesses of your product, while also giving you
an idea about your competition in the market
• Have an objective– Generating awareness for a new project,
changing the existing image of your brand to increase anticipation
from the consumers, conducting a trial and targeting the
weaknesses of your competitors
• Target consumers– When you classify your market in terms of
consumers, instead of doing so in terms of products, your
advertising campaigns have a much better impact on the target
audience. Research and survey on the purchase behaviour of
consumers can also help you to understand your consumers better.
 ADVERTISING CAMPAIGN - PLANNING

• Make a statement– Words matter as much as the concept of your advertising campaign. In fact,
it is probably the most important step in planning your campaign. It is also the most challenging
step as it requires condensing the entire concept of the advertising campaign into a single
sentence. (‘Think small’- Volkswagen, ‘I’m lovin’ it’– McDonald’s etc)
• Have a media strategy– There are times when mass-media is effective enough to get your
advertising campaign trending among the consumers. But, in the day and age of social media, it
is always better to have brand and campaign promotions across several social media platforms.
• Stick to a theme– It is important to have a theme to your advertising campaign. Is the
advertisement going to be nostalgic or emotional? All the advertisements in your advertising
campaign should essentially stick to a core theme to maintain the integrity of the campaign, as
well as to reinforce the message that you wish to send across to your consumers.
 ADVERTISING CAMPAIGN - PITCHING

• A pitch is how an advertising agency proposes marketing ideas for a brand, product, or service to
a prospective client. An ad agency pitch should present the agency's marketing strategy in a
creative way and express how their marketing efforts will accomplish the client's goals and deliver
the brand's message.
• Pitch is a line of talk that is designed to persuade someone, such as a presentation to sell a
product or service. But it can also be about selling yourself, to gain new clients or to promote your
business.
• An advertising pitch describes the proposals of an advertising agency to promote a product or
service. The pitch states the objectives for the campaign and describes how the campaign will
deliver its intended results.
 ADVERTISING CAMPAIGN - BUDGETING

• An advertising budget is the amount a company set aside for its promotional activities. Advertising
budget is used by a company for marketing the products and services to the customers. Advertising
budget includes money for doing advertising research, getting creatives made, printing material,
allocating money to advertising media and ensuring proper implementation of ad campaigns.

• The objective of a company which markets its products is to earn profits and increase brand
awareness. Advertising objectives of a company is purely dependent on the advertising campaign,
type of customers, advertising media and what the company wants to achieve. Hence, for any
marketing activity that a company wants to do, it has to spend some money. This is why advertising
budget is important. It helps in understanding the objectives. the costs, helps to formulate strategies
and generate profits by increasing the overall sales.
THANK YOU

Hrithik Grover
BA(JMC), 1st shift
4th semester