MBA in Sales and Marketing – SEM IV

Subject Name: Advertising & Sales Promotions

Module 2: ADVERTISING CAMPAIGN
 Introduction
Advertising campaigns are the groups of advertising messages which are similar
in nature. They share same messages and themes placed in different types of
medias at some fixed times. The time frames of advertising campaigns are fixed
and specifically defined.
The very prime thing before making an ad campaign is to know-

“Why you are advertising and what are you advertising?”

Why refers to the objective of advertising campaign. The objective of an advertising

campaign is to
– Inform people about yourproduct

– Convince them to buy theproduct

– Make your product available to thecustomers

 Introduction
• Campaign Planning
An advertising campaign should be intimately related to the organization‘s
overall promotional goals. The organization and its advertising agency, if it uses
one, must have a good idea of whom it wants to reach, what it will take to
appeal to this market, and where and when the messages should be placed.
Organizations and/or agencies need to take several steps to develop and
implement the advertising campaign: identify the target market; set message
goals; set the budget; design the ads; pretest; select media; execute the
campaign; andposttest.
• Identifying the Target Market
The target market of an advertising campaign is identified from research and
segmentation decisions. Researchers try to understand the customer so that
messages can be created that the customer will comprehend and respond to
 Introduction
• Setting Message Goals
Message goals for a campaign can be increasing brand awareness, boosting
sales by a certain percentage, or changing the image of a product.
Sometimes the objective is simply to get people to recognize that they
need the product. Effective advertising strategies accomplish at least one
of three objectives: informing, persuading, or reminding consumers. The
secret to success in choosing the best strategy is developing a message
that best positions a firm‘s product in the audience‘s mind. Marketers
often combine several advertising strategies to ensure that the
advertisement accomplishes set objectives. As markets become more
segmented, the need for personalized advertisingincreases.
 Setting the Budget

After determining message goals, the organization next sets its

advertising budget. Advertising is expensive. A firm allocates a
percentage of its overall promotion budget to advertising,
depending on how much and what type of advertising it can afford.
Five methods for setting promotion budgets are listed below:
• Affordable method – Promotion budget is set at the level
management thinks the company canafford.
• Percentage-of-sales method – Promotion budget is set as a
specified percentage of either past or forecastedsales.
• Fixed-sum-per-unit method – Promotion budget is set as a pre-
determined dollar amount for each unit sold orproduced.
 Setting the Budget

• Meeting competition method – Promotion budget is set to match

competitor‘s promotion outlays on either an absolute or relativebasis.
• Task-objective method – Once marketers determine their specific
promotion objectives, the amount (and type) of promotional spending
needed to achieve them is determined. The task-objective method
develops a promotion budget based on a sound evaluation of the firm‘s
promotion objectives. As a result, it regulates its allocation of funds to
modern marketing practices. Although this is the most rational approach, it
is hard to implement it because it requires managers to specify their
objectives and attach dollar amounts tothem.
 The reasons behind a campaign

Many businesses launch advertising campaigns simply to boost sales or increase brandawareness.The
launch of a new product will almost certainly require you to step up your advertising.
New businesses will want to consider some form of advertising just to let people know they exist. You
could consider an introductory offer to give people an incentive to visit orcall.
Managing responses and monitoring campaign
A good advertising campaign can pull in the orders - but make sure you can deal with the response.
You should determine the expected response level and check you have enough resources to meet it.
It may not be a good idea to plan a campaign at popular staff holiday times. If this can't be avoided,
consider temporary cover to deal with responses. You may need a system to ensure leads aren't
missed. For example, you could design a standard enquiry form to be used by people fielding calls.
The main aim is to find out as much as possible about what the caller wants. If they just want further
details to be posted, the enquiry can be dealt with straight away. If the query is passed to a
salesperson, give the customer indication of when they can expect a response. If you get a lot of
these types of queries, it's a good idea to set up a system to track them.
 The reasons behind a campaign

Monitoring an advertising campaign

Each time you take an enquiry or make a sale, ask how the customer heard of
you. This reveals whether any individual strand of your advertising or other
marketing activities is particularly effective. Check to see if there are any
patterns in enquiries relating to when and where your advertisements are
displayed. If you include vouchers in print advertisements, use a different
code for each publication they appear in. This allows you to pinpoint where
incoming vouchers have come from. You might find some advertisements
generate many enquiries but no actual sales. These cost most because they
take up staff time without generating revenue. If this occurs, check
whether your staff needs additional sales training or if your adverts need
amending. It's also worth looking at the kind of sales each advertisement
generates and whether they have a good profit margin.
 Creativity

Three aspects are most accepted:

For advertising being creative three aspects are universally most accepted these are the
creative process, creative person and in this perspective the creative situation. These
aspects are explained below:
• The creative process
• The creative person.
• The creative situation.
Four Rules of Creativity:
There are generally four basic rules to be kept in mind during the creativity process these are
mentioned below:
1. Make the product relevant to customer.
It should be promise to the customer.
2. Don't let it standalone.
3. Always put product in the centre of the commercial.
 Copy Writing Concepts
Copywriting is the act of writing text for the purpose of advertising or other
forms of marketing. The product, called copy, is written content that aims to
increase brand awareness and ultimately persuade a person or group to take
a particularaction.
• COPY WRITER:
• COPYWRITER'S WORK:
• CHARACTERISTICS OF COPYWRITER:
1. Layout Principles
2. Preparation of an Advertisement Layout
3. Functions of an Advertisement Layout
4. Assembling Different Parts
5. Opportunity of Modification
6. Specification for Costs
 Principles of Design and Layout

It is not necessary that all elements of advertisement copy must form part of the copy. They appear
in today‟s ads with varying degree of frequency. The components of the advertisement copy must be
decorated or positioned on the basis of certain basic principles regardless of the number of elements
in an add.
The following five principles of good composition are important to anyone who creates or evaluates
the advertisement:
• Balance – A layout may be called balanced if equal weight or forces are equidistant from a reference
point or a light weight is placed at a greater distance from the reference point than a heavy weight.
Balance is the law of nature. The reference point or fulcrum is the optical centre of the
advertisement. The artists with a given area or space, are to place all the elements with in this space.
Optical centre of fulcrumof the ad is often a point approximately two – thirds of the distance forms
the bottom. It is the reference of the advertisement layout.
• Proportion– Proportion is closely related to balance since it refers to the division of space among
layout elements for a pleasing optical effect. Good proportion in an advertisement requires a desired
emphasis on each element in terms of size and position. If the major appeal in an advertisement is
product‘s price. The price should be displayed in proportionate space position
 Principles of Design and Layout

Contrast and Emphasis – Contrast means variety. It gives life to the whole composition and
adds emphasis to selected important elements. An advertiser always looks to
advertisements from completion point of view and desires the policy of the most important
elements to attract the attention of the people. An advertisement with good contrast may
attract the attention of customers Contrast maybe visible in a number of ways. It may be
witnessed through sizes, shapes and colours. Different colours sizes and shapes of elements
in an advertisement add contrast. The varying directions, of design elements (Vertical trees,
horizontal pavements arched rainbows) add contrast; too there must be sales
communication purpose behind every layout decision made.
Eye Movement – Eye movement is the design principle which helps to move the eyes of the
readers from element to element in the order given in the hierarchy of effects model for
effective communication of the message in advertising. An effective ad uses movement to
lead its reading audience from initial message awareness through product knowledge and
brand preference, to ultimate action (intent to purchase).
 Principles of Design and Layout

• Unity or Harmony – Unity or harmony is another important design principle. Although each element
should be considered as a separate unit in striving for balance, proportion, contrast and eye
movement. The complete layout or design should appear as a unifiedcomposition.
Common methods of securing unity in layouts are

– Use of consistent typographicaldesign.

– Repetition of the same shapes andmotifs
– Overlapping ofelements
– Use of a boarder to hold elements togetherand
– Avoidance of too much of space between variouselements.

Although unity and contrast seems conflicting, they function quite smoothly together if they operate
at cross purposes – if the artists strive for balance here too as well as in the advertisement layout
overall. Unity contributes orderliness to elements – a state of coherence if they are properly placed.
Contrasting Size shapes colours and directions can flow together beautifully.
 Elements of an Advertising Layout
An advertising copy is the means by which the advertiser‘s ideas are given expression to in a
message to readers. Regardless of its length and brevity copy refers to all the reading
matters of an advertisement, including the headline, sub-headlines, text or body, and the
name of the firm or the standard initials of the advertiser. As we have seen that advertising
has so many immediate purposes but its ultimate goal is to stimulate sales.
• Background: The background for the advertisements should be somewhat catchy and
colorful. The arrangement of background differs from medium to medium and
advertisement to advertisement. In short, background should be suitable for the contents of
the advertisement.
• Border: It is defined as the frame of the advertisement. Border is employed to impart the
reading atmosphere. The border may be light or heavy, obvious, plain or fanciful. The
border may also contain alogo.
• Caption: It refers to the subtitle. But in most of the advertisement it is converted into
heading orsub-heading.
 Elements of an Advertising Layout
• Coupon: Coupon is that part of the advertisement which is intended for
the convenience of the prospective customer in communicating with the
advertiser. The coupon must contain the name and full postal address of
the firm followed by the offer. The offer should be brief and clear. There
should be space for name and address of the prospective customer. The
usual shape of the coupon is triangular or rectangular.
• Decoration: Advertisement decoration is the ornament of the
advertisement. This is done to emphasis the advertisement message.
• Heading: The heading or headline is defined as the title of the
advertisement. The words in the heading should be short.
 Elements of an Advertising Layout
• Illustration: Illustrations are the part of layout that pictures the basic theme of
the advertisement. It has the power to capture the attention of the reader. The
advertisements become richer by the use of illustrations.
• Mascot: It is known as the trade character or trade figure. It is an illustration of
either a real or an imaginary figure or personality given in the advertisement.
• Name Plate (logo): The name plate or name block is the signature of the
advertiser. It represents the personality of the company and its product.
• Price: It is another part of layout. The price of the product should be featured
clearly. The price is usually taken in the concluding lines of the copy.
• Product: It refers to the representation of the product offered for sale. A very
popular practice is to show the product in use with illustrations.
 Elements of an Advertising Layout
• Slogan: Slogan is a sales argument. The arrangement of slogan in the layout is
determined by the importance of its relation to the advertising message.
• Space: Space refers to the entire space left in the space hired by the advertiser.
This depends on the design of the copy.
• Subheading: It is a secondary heading. It is given to support the heading or to
pick out the various selling points given in the text
• Text: Text or body of the advertisement refers to the general reading matter. It is
the subject matter of the copy. It should be neither too wide nor too narrow.
• Trade mark: It is a word or design by which a product is defined. If the trade,
marks are registered it can be included in the layout.
• .
 Guidelines for Preparation of Art Work
Advertising uses an array of techniques in their aesthetics to accomplish its task: to promote a product. The
purpose of the art is to provide the product and the firm that manufactures it with an image. An image is a set
of emotional associations the consumer, is meant to have with respect to the product. The artistic methods of
advertising revolve around the creation of such an image.
Elements of Art Used in Advertisement
• Lines
Lines can suggest speed, solidity and purposefulness. Lines are the basic buildingblocks of all art because they
are the visual basics of all reality. In general terms, horizontal lines suggest passivity, while vertical lines suggest
power and activity.
• Shapes
A shape can suggest anything. Curves suggest feminine voluptuousness, while angles suggest masculine
practicality. Depending on the product, the dominant shapes in the ad can
•
provide the impetus to build images and associations based on these basic ideas. A circle can imply eternity and
virtue, while a line, like a road leading to a horizon, suggests freedom. Triangles, squares and parallel lines all
suggest different concepts and emotions. Triangles focus the mind upward, while squares often suggest
practicality and usefulness.
 Guidelines for Preparation of Art Work
Forms
Forms are more complex than shapes. They are the outward manifestation of inward
content. A form is the synthesis of line and shape, and establishes the groundwork for all
the other elements.
Texture
Texture is the surface qualities of an object. They can be smooth, suggesting refined tastes,
or rough, suggesting toughness. This might be the distinction, for example, between an ad
for Lexus and one for Chevy trucks. The surface features suggest the different associations
attached to those different vehicles.
Color
Colors are powerful image builders. Red is almost always used to depict youthfulness,power
and action. Blue is often relaxing. Blue is often the dominant colors used in furniture or
sleep-aid ads. Green almost always suggests growth, hope and the organic. Yellow and red
together can suggest speed and power in a single object such as an automobile.
 Guidelines for Preparation of Art Work
Value
Values refer normally to color. It refers to changes in the actual color in the "form"of an
object, but also can change in intensity. Intense colors suggest speed, youth and virility.
These are common in sports car ads and certain types of clothing aimed at youth. More
cerebral ads focus on muted values, while ads aimed at youth often use bright,
overpowering values.
Space
Space is the most comprehensive of all artistic elements. It is the synthesis of all other
elements in the campaign. It is the stage on which all other artistic elements come together
.It is not empty space, but is rather a spatial distribution of objects in a defined
environment. An automotive ad stressing speed and freedom might use few objects in an ad
campaign, and stress the road and the horizon. A truck, more about strength and utility,
might be in a cluttered space such as a construction zone.
 List of Things to Put on an Advertisement

The slickest, most creative advertising campaign will fail to succeed if readers don't know
what the product is or how it benefits them. In addition to attracting attention, an ad must
promote a product's desirability and provide a clear route to next steps for the consumer.
When putting together an advertisement must include both the artistic and textual
elements to be effective.
• Catchy Headline Powerful Image
• Benefit for the Reader Your Unique Advantage
• Call to Action Typesetting
• Care about the Typeset Typesetter
• Photography Make sparks fly with your marketing
• Getting your message across effectively Block Making
• Technique Seals and stamps
 Methods of printing to consider
• Stamping: Used for many fabrics and most early European woodcuts (1400–40). These were printed
by putting the paper/fabric on a table or other flat surface with the block on top, and pressing or
hammering the back of theblock.
• Rubbing: Apparently the most common method for Far Eastern printing on paper at all times. Used
for European woodcuts and block-books later in the fifteenth century, and very widely for cloth. Also
used for many Western woodcuts from about 1910 to the present. The block goes face up on a table,
with the paper or fabric on top. The back is rubbed with a "hard pad, a flat piece of wood, a
burnished, or a leather frotton".AtraditionalJapanesetoolusedforthisiscalledabaren.LaterinJapan,
•
complex wooden mechanisms were used to help hold the woodblock perfectly still and to apply
proper pressure in the printing process. This was especially helpful once multiple colors were
introduced and had to be applied with precision atop previous inklayers.
• Printing in a press: presses only seem to have been used in Asia in relatively recent times. Printing-
presses were used from about 1480 for European prints and block- books, and before that for
woodcut book illustrations. Simple weighted presses may have been used in Europe before the print-
press, but firm evidence islacking.
T h a n k Yo u !