Download The Advertising campaign

THE ADVERTISING
CAMPAIGN
Seven Steps in Developing a Campaign
Learning Objectives
• Students must…
• Understand that an ad campaign serves business objectives and
marketing objectives.
• Students should…
• Explain why a budget is essential to an effective ad campaign.
• Explain the steps to undertake a campaign.
• Students can
• Produce an effective advertising campaign for their marketing plan
that illustrates an effective ad campaign.
Steps for Advertising Your Product
1. Identify the target market
2. Develop marketing objectives
3. Calculate the budget
4. Decide on the key message
5. Decide on the advertising medium
6. Create the advertisement
7. Evaluate the advertising campaign
1. The Target Market
• Be as specific as possible using the market elements:
demographic dimensions, geographic locations, and
behavioural dimensions. See pages 216 and 217.
• Consider age, gender, nationality, social class, marital
status, income, occupation, etc.
• What or how does this target group think? How will they
respond to your advertisment?
2. Develop Marketing Objectives
• The ad campaign is part of the overall business and
marketing strategy.
• Be specific and include a time frame, e.g. to develop an
awareness among teenagers of our brand within 6
months.
• Marketing objectives specify the target group.
3. Calculate the Budget Don’t Skip This
• Advertising costs money – you can do some research to
find out how much TV and Radio ads cost
• Time of day is important in advertising – Off-hours is
cheaper than during “prime time”
4. Decide on the Key Message
• The key message for an advertisement should be stated
clearly in one sentence.
5. Decide on the Advertising Medium
• Follow decisions on target group, objective, budget and
key message with a decision on the advertising medium
• Internet, Daily Papers, Posters, Email, Local Papers,
Brochures, TV, Magazines and Journals, Mobile Phone,
Radio, Mail-outs and leaflets?
• New media: Social Networking, Viral Marketing, Videos?
6. Create the Advertisement
• KISS – Keep It Simple Stupid! – a key rule guiding
advertisement
• Create a sense of immdediacy
• Repetition sells
• Hit the consumer’s “buttons”
• Sell the sizzle not the steak – the feel good, excitement
• Look to the visuals – use people, colours, anything to
create emotional appeal
• Design good, simple layouts – use lots of whitespace
7. Evaluate the Campaign
• Ads are so expensive that businesses can’t afford not to
know if they are effective – so they have to measure their
effect
• Surveys can find out
• Has the ad been seen or heard?
• Is the brand recognized?
• Can the message be identified?
• What level of interest has the ad raised?
• These questions can be asked by market researchers
Prepare an Ad Campaign
• For your marketing plan, include an ad campaign for your
product that considers these 7 steps.
• Use PowerPoint to assemble the artwork and advertising
copy (the words used in your ad are called “copy”)
• You may make a movie if you like, please do! But the
PowerPoint is required for the assessment, so do it first!