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BASIC PRINCIPLES
OF
ADVERTISING
STRATEGIC
ADVERTISING
CAMPAIGN
PLAN
• An advertising campaign is a
comprehensive advertising plan for
series of different but related ads that
appear in different media across a
specified time period.
• An advertising campaign consists of an
analysis of marketing and
communication situations in order to
establish objectives and make strategic
decisions.
• The period of time of an ad campaign
can be short but the period of time of
the messages must be long.
• A successful ad campaign message
wouldn’t change and remains the
same in consumer’s minds for long
years
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Adidas: Impossible is nothing
Arçelik: Arçelik demek yenilik demek
Arko Krem: En değerli giysiniz cildiniz
Becel: Kalbinizle dost
Beko: Bir dünya markası
BMC: Bence BMC
Colgate: Dünyanın 1 numaralı diş macunu
Calgon: Makineniz uzun yaşar Calgon’la
Clean&Clear: Cildiniz kontrol altında
Dankek: Kek dünyasında tek
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De Beers: Diamond is forever
Duracell: 10 kata kadar daha uzun ömürlü
Durex: Because feeling is everything
Egepen Deceununick: Evimin penceresi
Eti Cici Bebe: Sevgi kadar yararlı
Fuji Film: Hayat kadar gerçek
Filli Boya: En güzel boya
General Motors: Mark of excellence
Goodyear: Yuvana ulaştırır
Hayat: Su Hayat’tır
İpana: Bembeyaz dişler, kendinden emin gülüşler
İpragaz: Emin ellerdesiniz
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Johnnie Walker: Keep walking
JVC: The perfect experience
Kalebodur : Seramik budur
Knorr: Lezzetin adı
Kodak: Share moments. Share life
Kosla: Çamaşır suyundan çok daha öte
Levi’s: The Original
L’oreal: Çünkü siz buna değersiniz
Luna: Yoksa siz hala annenizin margarinini mi
kullanıyorsunuz?
Magnum: Magnum’sa eğer herşeye değer
Mavi Jeans: Çok oluyoruz
Max Factor: Makyaj uzmanlarının tercihi
Miller: It’s Miller time
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Nescafe: Kokusunda davet var
Nokia: Connecting people
Omo: Kirlenmek güzeldir
Olips: Annenizin onayladığı şeker
Pepsi: Daha fazlasını iste
Philips: Let’s make things better.
Pınar: Yaşam pınarım
Profilo: Dayanıklı ev aletleri
Rejoice: Yıka ve Çık
Renault: Otomobiller yaratır
Selpak: Selpak başka
Slazenger: Kışkırtır!
Solo: Hem yumuşak, hem hesaplı.
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Tamek: Tamekse koy sepete
Tat Ketçap: Dök dök ye
Tokai: Çakar çakmaz çakan çakmak
Türkiye İş Bankası: Türkiye’nin bankası
Twigy: Bu terlik, tam benlik!
Uludağ Gazoz: Efsane gazoz
Ülker Biskrem: Bi Biskrem versem?
Ülker Teremyağ: Tereyağının lezzet ikizi
Vakko: Bir aşk yetmez
Vichy: Cildinizin sağlık kaynağı
Yapı Kredi: Burası Yapı Kredi. Fark burada.
Yurtiçi Kargo: Söz verdigim[iz] gibi.
Zetina Dikiş Makinası: Her genç kızın rüyası.
• Ad Age organized a competition
called “The 20th Century’s Best
Ad Campaigns”.
The first 5 winners were:
1.Volkswagen
"Think Small",
Doyle Dane
Bernbach,
1959
2.Coca-Cola,
"The pause
that
refreshes",
D'Arcy Co.,
1929
3.Marlboro,
The Marlboro
Man, Leo
Burnett Co.,
1955
4.Nike,
"Just do it",
Wieden &
Kennedy,
1988
5. McDonald's,
"You deserve a
break today",
Needham,
Harper &
Steers, 1971
• Some ads are called “single shot”
ads which are not related the
others and don’t have same ad
messages and completing
campaigns.
• These are won’t be successful in
general because the consumer
can forget the message unless the
product is so famous.
• An ad campaign effectiveness is not only
depends to the ad message’s
effectiveness.
• It also depends on the campaign plan’s
success. There are three main factors
must be considered: socio-cultural factors,
economical factors, legal-environmental
factors.
• Socio Cultural Factors: These factors
are social and their limits are not
drawn with laws. These factors are
important when the campaign is not
formed for only one community but
also formed for lot of communities.
Example: The colors are so important in
this factor. White symbolizes purity
and cleanness in lot of communities.
But in China it symbolizes death.
• Economical Factors: If there is an
economical fall or calmness then the
campaign decisions would be
effected. Because in those cases
producers don’t give money to
advertisement from his budget and
the consumers don’t buy
products/services as usual.
• Legal Factors: The ad campaign must
be appropriate to the laws and must
be legal. Cigarette and alcohol ads are
forbidden in TV’s and radios in most
countries.
So if the ad campaign would be a
worldwide campaign, this factor
would be considered important.
• An ad campaign has 7 steps. An
advertiser and a campaign planner must
know all the steps.
1.
2.
3.
4.
5.
Situation Analysis
Key Strategic Decisions
To Determine the Campaign Budget
Creative Works/Message Strategy
Media Distribution Plan/Media Strategy
Decisions
6. Application
7. Evaluation
1. SITUATION ANALYSIS
• A situation analysis has two main parts;
• 1. Background Research Information
• a) Product research
b) Analyzing the market and the
competitors
• 2. SWOT Analysis
• 1. Background Research Information
• A) Product Research: Advertisers must
know their product’s strong and week sides
and with this information they have to
emphasize the strong sides of the product
and decrease the week sides of the product
in consumer’s minds.
• The aim of this product research is to answer these
questions:
• · What are the known specialities of the product?
· Where is our product and firm in consumer’s
minds?
· Which products do the consumers use, and which
they want to use?
· What is product’s condition comparing with the
competitors?
· How will we promote our product?
· How can we package our product for it to be
attractive?
• B) Analyzing the Market and the Competitors:
This research provides a healthy development in
the competitive market.
• The aim of this market and competitor analyze is
to answer these questions:
· What is the business volume of last ten years?
· What is the market share of our company and
the market shares of the competitors?
· What are the competitor’s establishment places,
service areas, produce capacities?
· What are sellings of the competitors and who are
their consumers?
. What kind of ads do the competitors have?
• 2. SWOT Analysis
• Strengths and weaknesses
– Resources: financial, intellectual, location
– Cost advantages from proprietary know-how
and/or location
– Creativity (ability to develop new products)
– Valuable intangible assets: intellectual capital
– Competitive capabilities
– Effective recruitment of talented individuals
• Advertisers strive how to increase the strenghts with
the ad campaign
• And they also strive how to decrease and erase the
weaknessess with the ad campaigns.
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Opportunities and threats
Expansion or down-sizing of competitors
Market trends
Economic conditions
Technology
Public expectations
All other activities or inactivities by competitors
Criticisms by outsiders
Changes in markets
All other environmental condition
• Advertisers strive to find an opportunity in which the
company could develop an advantage over its
competition.
• Often one company’s weakness is another company’s
opportunity. Advertisers strive to identify these
opportunities and increase them in the ad campaign.
• Also advertisers strive to find the threats.
Competition is the most importnant threat always.
The advertisers ask themselves how they can adress
this threat if it is a critical factor affecting the success
of the brand.
• In SWOT, strengths and weaknesses are
internal factors. For example: A strength
could be:
• Your specialist marketing expertise.
• A new, innovative product or service.
• Location of your business.
• Quality processes and procedures.
• Any other aspect of your business that adds
value to your product or service.
• A weakness could be:
• Lack of marketing expertise.
• Undifferentiated products or services (i.e. in
relation to your competitors).
• Location of your business.
• Poor quality goods or services.
• Damaged reputation.
• In SWOT, opportunities and threats are
external factors. For example: An
opportunity could be:
• A developing market such as the Internet.
• Mergers, joint ventures or strategic
alliances.
• Moving into new market segments that
offer improved profits.
• A new international market.
• A market left by an ineffective competitor.
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A threat could be:
A new competitor in your home market.
Price wars with competitors.
A competitor has a new, innovative product
or service.
• Competitors have superior access to
channels of distribution.
• Taxation is introduced on your product or
service.
2. KEY STRATEGIC DECISIONS
• There are three main strategic decisions has
to be made about the campaign process.
• Target Audience
• Advertising Objectives
• Advertising Strategies
• 1. Target Audience
• It is the most importnant part of the ad campaign
process.
• Identifying a target audience which is; potential
buyers of the company’s products, current users,
deciders or influencers, individuals, groups,
particular publics or the general public.
• It is importnant to identify the target audience
because after deciding it the advertiser decides
what to say, how to say it, when to say it, where
to say it according to the target audience.
• After targeting, the advertisers uses the consumer
research methods (focus grpups, in-depth etc.)to
understand which direction to go and what to do.
• 2. Advertising Objectives
• Grab attention and create awareness
• Establish brand image (brand
personality/identity)
• Create links to associations
• Touch emotions
• Stimulate interest
• Give product information, features and
benefits, differences
• Explain how to do something
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Stimulate change of opinion or attitudes
Stimulate repeat purchases
Stimulate brand loyalty
Create brand liking
Stimulate recognition of the brand
Stimulate recall of the brand message
Stimulate desire and intent to buy
Create belief
• 3. Advertising Strategies
• These are the head and heart strategies
• Hard sell approach; is an informational
message approach that is designed to touch
the mind and create a response based on
logic. The assumption is that the target
audience wants information and will make
a rational product decision. The approach
emphasizes tangible product features and
benefits.
• A soft sell approach uses emotional appeals
or images to create a response based on the
attitudes, moods, dreams and feelings. The
assumption with soft-sell strategy is that
the target audience has little interest in an
information search and will respond more
favorably to a message that touches their
emotions or present an attractive brand
image.
3.TO DETERMINE THE CAMPAIGN
BUDGET
• The third step is budgeting.
• Industries and companies vary considerably in
how much they spend on promotion;
expenditures might amount to 30-50 percent of
sales in the cosmetics industry but only 5-10
percent in the industrial-equipment industry,
with variations from company to company.
• There are four common methods to decide on
the promotion budget:
• 1) Affordable method: Many companies set
the promotion budget at what management
thinks the firm can afford.
• However, this method ignores the role of
promotion as an investment and immediate
impact of promotion on sales volume; it also
leads to an uncertain annual budget , making
long-range planning difficult.
• 2) Percentage of sales method: Many firms
set promotion expenditures at a specified
percentage of sales (either current or
anticipated) or of the sales price.
• The method views sales as the determiner
of promotion rather than as the result and
it provides no logical basis for choosing the
specific percentage.
• 3) Competitive-parity method: Some companies
set their promotion budget to achieve parity with
competitors.
• 4) Objective and task method: In this method
marketers develop promotion budgets by
defining specific objectives, determining tasks
that must be performed to achieve these
objectives and estimating the costs of performing
these tasks.
• The sum of these costs is the proposed promotion
budget. This method has the advantage of
requiring management to spell out assumptions
about the relationship among the money spent,
exposure levels, trial rates and regular usage.
4. CREATIVE WORKS/MESSAGE
STRATEGY
• Different, unique, unusual, out of ordinary
are some of the spontaneous definions of
“creativity”.
• Creativity can be defined as; bringing
together, for the first time, of previously
unrelated matrices of thought.
• Creative ideas aren’t limited to advertising.
People such as Henry Ford who created and
then advertised his Model T and Steven Jobs,
the co-founder of Apple Computer are highly
creative.
• They are idea people, creative problem solvers
and highly original thinkers.
• One of the myths of advertising business is
that only certain people are creative. Actually,
creativity is a special form of problem solving
and everyone is born with talent in that area.
• Advertising is a very creative business that
demands imagination and problem solving
abilities in all areas.
• Media planners and researchers for
example are just as copywriters and art
directors in searching for innovative
solutions to the problems they face.
• There are 3 strategies for approaching
creativity and each has a critical application to
the creative process in advertising.
• 1. Risk-Taking: Risk-taking is in sharp
contrast to conservatism, which prefers
traditional solutions, puts old principles to
work in tried-and-true ways
• Yet the right to fail is essential to the creativity,
just as the prevention of failure is the essence
of conservatism .
• The creative act must be uninhibited (feel
free) and marked by supreme confidence;
there can be no fear of failure.
• 2. Divergent Thinking: The use of more
open-ended, divergent, ambiguous modes of
thinking often contributes to creativity.
• Metaphor (using unrelated idea to describe
another) forces us to see things in new ways
and to make observations that rise questions,
rather than answer them.
• 3. A Sense Of Humor: A fair amount of
research links humor and creativity. Creative
people, for example, tend to have better
sense of humor than noncreative people.
• Humor appears to create an atmosphere
conductive to the kind of risk-taking
necessary for creativity.
• According to ad proffessionals creative people
have four qualities in common;
• A) They are observers of the human condition.
• B) They enjoy building case. Creative people
want to sway people. There is a kind of
arrogance in this desire but it is vital
component if you want to succeed in
advertising.
• C) They see things differently from the way
other people see things. Creative people
have the common touch, but they express it
uncommonly.
• D) They want the world to see what they
have done.
• Alex Osborn- the former head of BBDO
agency- suggests a comprehensive process of
creativity:
• 1. Orientation: pointing up the problem
• 2. Preparation: gathering convenient data
• 3. Analysis: breaking down the relevant
material
• 4. Ideation (the ability to understand): pilling
up alternative ideas
• 5. Incubation(kuluçka): letting up lightening
• 6. Synthesis: putting the pieces together
• 7. Evaluation: judging the resulting ideas.
QUESTIONS TO CREATE THE
CREATIVE STRATEGY
• 1) What is that should be accomplished
with advertising?
• 2) In what stage or life cycle is the product
or service being advertised?
• Born
• Growth
• Maturity
• Decline
• 3) What creative objectives have been
identified?
• To change (ex: to change the stored image)
• To support (ex: to support a special
promotion)
• To increase (ex: to increase store traffic by
%10)
• 4) What set of ad appeals will be used?
• Security
• Fear
• Esteem
• Love