advertisement campaigns

1
Advertisement Campaigns

• A series of military operations undertaken to
  achieve a large-scale objective during a war
• a systematic course of aggressive activities for
  some specific purpose a sales campaign.
• Short term marketing communication program
  consisting of a set of related ads designed to
  meet a set of immediate objectives or solve some
  problems.

2
Developing an Advertising Campaign

• Advertising Campaign
• The design of a series of advertisements and
  placing them in various advertising media to
  reach a particular target audience

3
General Steps in Developing andImplementing
an Advertising Campaign
FIGURE 19.1
4
Developing an Advertising Campaign (contd)

• Identifying and Analyzing the Target Audience
• The group of people at whom advertisements are
  aimed
• Location and geographic distribution
• Distribution of demographic factors
• Lifestyle information
• Consumer attitudes

5
Developing an Advertising Campaign (contd)

• Defining the Advertising Objectives
• What does the firm hope to accomplish with the
  campaign?
• Objectives should be clear, precise, and
  measurable.
• Increased sales (units or Rupees) and/or
  increased product or brand awareness

6
The Nature and Types of Advertising
Type Purpose
Institutional Promotes organizational images, ideas, and political issues
Advocacy Promotes a companys position on a public issue
Product Promotes products uses, features, and benefits
Pioneer Tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product
Competitive Points out a brands special features, uses, and advantages relative to competing brands
Comparative Compares two or more brands on the basis of one or more product characteristics
Reminder Reminds consumers about an established brands uses, characteristics, and benefits
Reinforcement Assures users they chose the right brand and tells them how to get the most satisfaction from it
7
Developing an Advertising Campaign (contd)

• Creating the Advertising Message

8
Developing an Advertising Campaign (contd)

• Creating the Advertising Message (contd)
• Copy the verbal portion of advertisements
• Includes headlines, subheadlines, body copy, and
  signature
• Copy guidelines
• Identify a specific desire or problem
• Recommend the product as the best way to satisfy
  the desire or solve the problem
• State product benefits
• Substantiate advertising claims
• Ask the buyer to take action

9
Developing an Advertising Campaign (contd)
Evaluation Assessment
Pretest Evaluation of ads performed before a campaign begins
Consumer Jury A panel of a products actual or potential buyers who pretest ads
Post test Evaluation of advertising effectiveness after the campaign
Recognition Test A posttest in which individuals are shown the actual ad and asked if they recognize it
Unaided Recall Test A posttest in which respondents identify ads they have recently seen but are given no recall clues
Aided Recall Test A posttest that asks respondents to identify recent ads and provides clues to jog their memories

• Evaluating Advertising Effectiveness

10
Developing an Advertising Campaign (contd)

• Developing the Media Plan
• Specifies media vehicles (e.g., magazines, radio,
  and television stations, and newspapers) and the
  schedule for running the advertisements
• Plan objectives focus on achieving the reach and
  frequency that the budget will allow.
• Reach the percentage of consumers in a target
  market exposed to an advertisement in a specified
  period
• Frequency the number of times targeted consumers
  are exposed to an advertisement in a specified
  period

11
Campaign planning

• Total advertising budget
• Media availability
• Consumer profile
• Product Profile
• Duration and time
• Ad and Marketing Objectives
• Distribution channels
• Competitors
• New plan/previous efforts

12
Consideration in ad plan

• Identify the problem
• Budget
• Pre testing (Habits,needs,values,living
  standards)
• Target audience
• Media selection
• Langauge
• Visual and the copy(KISS)

13
(No Transcript)
14
(No Transcript)
15

• Results
• Microsoft commissioned market research agency
  Cross-Tab to assess the effectiveness of the
  India Tourism campaign on MSN/Windows Live.
  Results showed an increase in favorability and
  travel intent towards India, positive perceptions
  towards the country as a travel destination, and
  revealed that consumers view the Internet as a
  valuable tool for planning travel.
• High recall 58 percent of those recalling the
  India Tourism campaign on MSN/Windows Live were
  more favorable towards having a holiday in India,
  compared to 34 percent of those who did not
  recall seeing the campaign.
• Positive perception - Over 75 percent of people
  viewing the campaign agreed that India has many
  heritage sites, is rich in culture, has
  beautiful scenery/ natural environment and is
  an attractive destination overall.
• Positive attitude towards advertising on
  Microsoft 83 percent agreed advertising on MSN
  is a good way to speak to international
  travelers.
• Right target audience 84 percent were decision
  makers for family holiday travel.

16
(No Transcript)
17
Pre-testing