UNIT 2: CAMPAIGN PLANNING a) WHAT IS A CAMPAIGN?

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

Market research provides quantitative guidelines and motivational research provides qualitative guidelines. To develop a central or core idea around which the selling points revolve 10. These are  Dominance – It is better to have fewer but very dominating ads in the campaign so that they can be remembered well. These three steps remain constant to all advertising campaigns. The campaign must adhere to three basic principles. To prepare the actual ad copy with a dominant central idea that has been effectively presented and laid out. To determine the type of copy 12.  Repetition – This refers to the flexibility of the campaign to repeat the message. To determine the fundamental human desire to which the advertisement will appeal 11. To decide about the placement of copy in the media to run the campaign 15. Where to say – This refers to choosing the right media as a vehicle for the message. To co-ordinate with the general administration. The primary data available and the secondary data gained through research guide the campaign. To decide about the channels and their satisfactory operation 6. one ad theme and one design theme. Objectives of Campaign planning – 1. 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. To do the media planning 9.  Concentration – It is better to focus on one geographical region. To bring about product modifications 7. To decide upon budget 16. To determine the scheduling and space buying 13. To determine the market and its potential 2. sales staff and other promotional activities . To know about the frequency or size of buying 5. 14. To study the consumer psychology 4. To obtain the consumer profile 3. To determine the geographical scope of the campaign 8.

What feedback is available from the public or target audience? 4. two years after the launch of the product is considered incubation period and maximum advertising is done during this time. Timing and Duration – Appropriate seasons must be chosen for launches. Effects on sales – Did the ad lead to purchase? Marketing factors need to be looked at. A new product requires a considerably large budget than an already established one. 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. The Budget – How much is the client willing to spend? 3. Thorough market research on similar products and state of market is thus required. as they help build demand and boost sales. . Media Selection – Which is the most effective medium for talking about the product/service? Among the effective media. Generally. The language – Which language must be used for the campaign? 7. Target audience – This must be defined perfectly. This ensures that the message reaches the target audience effectively. their needs. Will the campaign address children. continuous reminder advertising is resorted to. which one would reach the target audience? 6. Advertising costs for new products are to be treated as an investment. Pre-testing – Consumer and product research to find out the habits of consumers. 5. teenagers or the aged? Is it geared towards working women or middleclass households? Such questions need to be answered. 2. During the other seasons. 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. instead of just creativity. their present reactions to the product and how it is advertised. 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. reminder-oriented advertising must take place 9. living standards. because continuous advertising is required. Post-testing – Gauge consumer reactions to the ad campaign 10. Objective here would be to increase awareness of the product and establish it in the market.Points to be kept in mind when planning a campaign 1. their values. informative advertising is used and for the rest of the period. stupid) 8. In the very beginning.

contests . The proposition or promise made by the ad must be one that the competition has not so far made. Each ad must make a specific proposition to the customer. The various media available 10. Selling price of the product and how it compares to competition’s prices 4. its differentiating features. position in the market. their marketing and advertising strategies. The number and type of consumers. (What is the benefit of this product?) This should be a tangible benefit. its reputation. This overcomes the problems of a single medium and ensures that the reach can be maximised. The budget available 9. and tries to differentiate between product offerings on the basis of a unique benefit of the product. a number of different media vehicles are used.f) UNIQUE SELLING POINT USP is a concept developed by Rosser Reeves. A truly unique attribute that gives the customers and producers a sustainable advantage is required. The advertising schedule required (timing. h) FACTORS AFFECTING THE PLANNING OF A CAMPAIGN There are many factors that affect the planning of a campaign. Based on content – Multimedia means the use of images. 6. It is communication-oriented. The efficacy of the existing sales force 12. These are – 1. their location 7. g) MULTIMEDIA ADVERTISING Two levels – 1. 2. its financial share etc. their location and potential volume of sales 5. As theorised by Rosser Reeves – 1. USP assumes that the customer thinks rationally and so. ad propositions must be rational. USP does not work on products where emotion plays a key role. is it new or established. text. frequency and size of ads) 11. 3. samples. The proposition must be strong enough to move people. packaging etc 3. its type. The purpose of advertising 8. 2. Based on the number of media used – In multi-media campaigns. The number and strength of competitors. 2. Any direct action stimuli like premiums. symbols and other forms of written communication in the copy of the advertisement. The numbers and types of channels of distribution. The firm. The product.