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    Mr. Amit Garg Asstt. Professor Management Deptt. Mimit, Malout

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    The document discusses advertising campaigns. It defines an advertising campaign as a series of messages shared over a period of time to promote a single idea. The critical part is determining a theme to set the tone. Campaigns have a geographic or media basis and can introduce new products or promote brands over competitors. Planning considers the budget, audience, media selection, timing, and effects on sales. Common strategies depicted in ads include using older role model children, emotional storytelling, exaggerated toy demonstrations, and exciting music or environments to attract viewers.

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    Mr. Amit Garg Asstt. Professor Management Deptt. Mimit, Malout

    Uploaded by

    moonmoon
    54 views18 pages
    The document discusses advertising campaigns. It defines an advertising campaign as a series of messages shared over a period of time to promote a single idea. The critical part is determining a theme to set the tone. Campaigns have a geographic or media basis and can introduce new products or promote brands over competitors. Planning considers the budget, audience, media selection, timing, and effects on sales. Common strategies depicted in ads include using older role model children, emotional storytelling, exaggerated toy demonstrations, and exciting music or environments to attract viewers.

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    Advertisingcampaign 150401225010 Conversion Gate01

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    The document discusses advertising campaigns. It defines an advertising campaign as a series of messages shared over a period of time to promote a single idea. The critical part is determining a theme to set the tone. Campaigns have a geographic or media basis and can introduce new products or promote brands over competitors. Planning considers the budget, audience, media selection, timing, and effects on sales. Common strategies depicted in ads include using older role model children, emotional storytelling, exaggerated toy demonstrations, and exciting music or environments to attract viewers.

    Copyright:

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

    Mr. Amit Garg Asstt. Professor Management Deptt. Mimit, Malout

    Uploaded by

    moonmoon
    The document discusses advertising campaigns. It defines an advertising campaign as a series of messages shared over a period of time to promote a single idea. The critical part is determining a theme to set the tone. Campaigns have a geographic or media basis and can introduce new products or promote brands over competitors. Planning considers the budget, audience, media selection, timing, and effects on sales. Common strategies depicted in ads include using older role model children, emotional storytelling, exaggerated toy demonstrations, and exciting music or environments to attract viewers.

    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    of 18

    Mr.

    Amit Garg
    Asstt. Professor
    Management Deptt.
    MIMIT, MALOUT
    Email: [email protected]
    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.
    It is 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:
    Direct action campaign: where a customer is expected to
    buy a product
    Indirect action campaign
    Product promoting campaigns
    Corporate image 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 it is to stand out from the clutter.
    Great examples of consistent layout include the
    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

    Marketing &
    Situational
    Promotional Ad objectives Ad strategy
    analysis
    strategy

    Creative/
    Sales Communication Media
    Message
    objectives objectives 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
    Effect on sales
    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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