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    5 Advertising Campaign

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    An advertising campaign consists of a series of advertisements with a unified theme that are distributed across various media over a specific period of time. The critical part is determining the central campaign theme, which sets the tone for all promotional activities and communications. Advertising campaigns can be classified based on their geographic scope, whether they are introducing a new product or emphasizing competitive advantages, and the specific media used, among other factors. Effective campaign types include those that use a repeatable word hook, character hook, or theme. Planning a successful campaign requires considering the budget, target audience, media selection, timing, and other key parameters.

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    5 Advertising Campaign

    Uploaded by

    6038 Mugilan k
    107 views18 pages
    An advertising campaign consists of a series of advertisements with a unified theme that are distributed across various media over a specific period of time. The critical part is determining the central campaign theme, which sets the tone for all promotional activities and communications. Advertising campaigns can be classified based on their geographic scope, whether they are introducing a new product or emphasizing competitive advantages, and the specific media used, among other factors. Effective campaign types include those that use a repeatable word hook, character hook, or theme. Planning a successful campaign requires considering the budget, target audience, media selection, timing, and other key parameters.

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    An advertising campaign consists of a series of advertisements with a unified theme that are distributed across various media over a specific period of time. The critical part is determining the central campaign theme, which sets the tone for all promotional activities and communications. Advertising campaigns can be classified based on their geographic scope, whether they are introducing a new product or emphasizing competitive advantages, and the specific media used, among other factors. Effective campaign types include those that use a repeatable word hook, character hook, or theme. Planning a successful campaign requires considering the budget, target audience, media selection, timing, and other key parameters.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    107 views18 pages

    5 Advertising Campaign

    Uploaded by

    6038 Mugilan k
    An advertising campaign consists of a series of advertisements with a unified theme that are distributed across various media over a specific period of time. The critical part is determining the central campaign theme, which sets the tone for all promotional activities and communications. Advertising campaigns can be classified based on their geographic scope, whether they are introducing a new product or emphasizing competitive advantages, and the specific media used, among other factors. Effective campaign types include those that use a repeatable word hook, character hook, or theme. Planning a successful campaign requires considering the budget, target audience, media selection, timing, and other key parameters.

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    © All Rights Reserved
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    Download as ppt, pdf, or txt
    of 18

    ADVERTISING

    CAMPAIGN
    An advertising campaign is a series of advertisement
    messages that share a single idea and theme which make up
    an integrated marketing communication (IMC). Advertising
    campaigns appear in different media across a specific
    time frame.

    The critical part of making an advertising campaign is


    determining a champion theme as it sets the tone for
    the individual advertisements and other forms of
    marketing communications that will be used. The
    campaign theme is the central message that will be
    communicated in the promotional activities. The
    campaign themes are usually developed with the intention
    of being used for a substantial period but many of them are
    short lived due to factors such as being ineffective or market
    conditions and/or competition in the marketplace and
    marketing mix.
    An advertising campaign is an organized series of advertising
    messages with identical or similar messages over a particular
    period of time.
    Itis an orderly planned effort consisting of related but self
    contained & independent advertisements.
    Though the campaign is conveyed through different media, it
    has a single theme & unified approach.
    There is a psychological continuity due to a unified theme.
    The physical continuity is provided by similarity of
    visuals and orals.
    ADVERTISING CAMPAIGN: TYPES/BASIS
    Geographical spread:
    Local market campaign
    Entire region campaign
    National campaign
    Pioneering campaigns: introduce new products
    Competitive campaigns: emphasise competitive
    superiority to retain the present market and to expand it
    either by increasing the products consumption or by
    wearing the customers away from a competitive brand
    Classification in terms of media:
    Direct mail campaign
    Newspaper campaign
    TV campaign etc
    On the basis of campaign’s purpose:
    Directaction campaign: where a customer is expected to
    buy a product
    Indirect action campaign
    Product promoting campaigns
    ADVERTISING CAMPAIGN: TYPES

    Campaign Type 1:
    THE WORD HOOK
    The word hook is a repeatable catch phrase from ad to ad.
    Great examples of advertising campaigns using the word
    hook include Verizon's "Can you hear me now?" created by
    Bozell/New York to convince the world that Verizon has
    the best network.
    How effective was it? Consider that in July of 2003, a J.D.
    Power & Associates survey ranked Verizon at the top of
    the list for wireless quality, while Alltel was ranked
    number seven-even though they share the same network
    through a nationwide roaming agreement.
    Campaign Type 2:

    THE CHARACTER HOOK

    A character hook uses a hero, villain, or victim to embody a


    key attribute of a brand. Great heroic character hooks
    include Ronald McDonald, a hero of happiness created in
    1963. Ronald helped McDonald's to own family fast food.
    •How effective was this character? Consider that 96% of
    school children in the United States can identify Ronald
    McDonald. Only Santa Claus is more commonly recognized.
    Campaign Type 3:

    THE REPEATABLE THEME: A repeatable theme is a


    situation that plays out again and again calling out the need
    for a company's product. Example of a repeatable theme
    include the York Peppermint ads created by Cliff
    Freeman. Consumers know the punch line that is coming.
    They love to see the set-up played out in different
    situations. It is satisfying to be in on the joke, before it
    comes. Repeatable themes make the target customer feel
    like they have the inside track. They know how to play
    along and thus feel connected to your brand.
    Campaign Type 4:

    CONSISTENT LAYOUT: A consistent layout uses a unique,


    design look and repeats these elements at each touch point.
    This allows customers to easily identify your company in
    a blink. The more distinct these elements are from
    your competitors, the easier
    examples it is to stand layout
    of consistent out frominclude
    the clutter.
    the
    Great
    Continental ads, with the blue globe, yellow trim, and white
    all caps headline. NW Ayer put that design on
    everything from print ads to bag tags to cocktail napkins
    and helped Continental become the number one airline in
    the world, as well as the most profitable. Consistent
    layouts include Apple's iPod ads with dancer people on
    bright backgrounds. The iconic ads helped make the iPod
    the number one MP3 player in the world and helped Apple
    extend its brand from a computer company to a consumer
    electronics company.
    CAMPAIGN PLANNING

    PARAMETERS OF CAMPAIGN PLANNING:


    Total advertising budget
    Media availability
    Consumer profile
    Product profile
    Campaign’s duration & its timing
    Advertising & marketing objectives
    Distribution channels
    Marketing environment including pressure groups &
    competitors
    Review of previous advertising effort
    Creative considerations
    New plans
    Advertising planning

    analysis Promotional
    strategy Ad objectives Ad strategy

    Sales Communication Creative/ Media


    objectives objectives Message strategy
    strategy
    POINTS TO BE CONSIDERED WHILE PLANNING
    AD CAMPAIGN
    Identify the problem
    Budget

    Pre testing
    Target audience
    Media selection
    The language
    Visual & the copy
    Timing & duration
    Post testing
    Advertising strategies
    It describes how to achieve communication objectives.
    Two components:
    Creative strategy: describes what we are going to say
    (content) & how we are going to say it (style)
    Media strategy: in which media & at what time
    message will be put across.
    COMMON ADVERTISING
    STRATEGIES
    Ideal Kids: The kids in commercials are often a little
    older and a little more perfect than the target audience of
    the ad. They are, in other words, role models for what the
    advertiser wants children in the target audience to
    think they want to be like. A commercial that is targeting
    eight year-olds, for instance, will show 11 or 12 year-old
    models playing with an eight year old's toy.

    Heart Strings: Commercials often create an emotional


    ambience that draws you into the advertisement
    and makes you feel good. The McDonald's
    commercials featuring father and daughter eating out
    together, or the AT&T Reach Out and Touch
    Someone ads are good examples. We are more
    attracted by products that make us feel good.
    Amazing Toys: Many toy commercials show their toys in
    life-like fashion, doing incredible things. Airplanes do loop-
    the-loops and cars do wheelies, dolls cry and spring-loaded
    missiles hit gorillas dead in the chest. This would be fine if
    the toys really did these things.
    Life-like Settings: Barbie struts her stuff on the beach with
    waves crashing in the background, space aliens fly
    through dark outer space and all-terrain vehicles leap over
    rivers and trenches. The rocks, dirt, sand and water don't
    come with the toys, however.
    Sounds Good: Music and other sound effects add to the
    excitement of commercials. Sound can make toys seem more
    life-like or less life-like, as in a music video. Either way, they
    help set the mood advertisers want.
    Excitement!: Watch the expressions on children's faces.
    Never a dull moment, never boring. "This toy is the most fun
    since fried bananas!" they seem to say. How can your child
    help thinking the toy's great?

    Star Power: Sports heroes, movie stars, and teenage


    heart throbs tell our children what to eat and what to
    wear. Children listen, not realizing that the star
    is paid handsomely for the endorsement.
    Thanks

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