Scribd
Upload
5 views17 pages

Advertising Campaign - 8th Lec

The document outlines the key steps in planning an advertising campaign, including situation analysis, setting objectives, allocating budget, selecting strategy, coordinating with the marketing mix, and assessing the campaign. It emphasizes the importance of setting SMART objectives (Specific, Measurable, Attainable, Relevant, Time-bound) and ensuring cost-effectiveness in achieving marketing goals. Additionally, it discusses factors influencing budget allocation, such as the product life cycle stage and product type.

Uploaded by

amin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
5 views17 pages

Advertising Campaign - 8th Lec

The document outlines the key steps in planning an advertising campaign, including situation analysis, setting objectives, allocating budget, selecting strategy, coordinating with the marketing mix, and assessing the campaign. It emphasizes the importance of setting SMART objectives (Specific, Measurable, Attainable, Relevant, Time-bound) and ensuring cost-effectiveness in achieving marketing goals. Additionally, it discusses factors influencing budget allocation, such as the product life cycle stage and product type.

Uploaded by

amin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 17

‫‪Advertising Campaigns‬‬

‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪Dr. Yasmin Abdallah‬‬
Advertising Campaign Planning

1- Situation Analysis

2- Setting Objectives

3- Advertising Allocated Budget


Advertising Campaign Planning

4-Selecting the Strategy

5- Coordination between Advertising


campaigns & Marketing Mix

6- Advertising Campaign Assessment


2- Setting Objectives

An Objective is the desired end of an action, what one


expected to accomplish.

Objectives should be short-term, intermediate and


long-term.

Setting objectives should be in light of marketing goals


and based on the identified market, company
competitive status and marketing mix.
2- Setting Objectives
Characteristic of objectives: (SMART) & cost effective
S: Specific
M: Measurable
A: Attainable (Achievable)
R: Relevance
T: Time bound
2- Setting Objectives
Characteristic of objectives: (SMART):
S: Specific
Setting specific objectives helps provide a sense of
direction and establishes benchmarks against the
advertising campaign’s effectiveness can be evaluated.

Using words such as increase, maximize, satisfy or


optimize without specific quantification is vague and
leads to problem in evaluating a campaign.
2- Setting Objectives
Characteristic of objectives: (SMART):

S: Specific
It refers also to singularity of purpose for purposes of
clarity and ease of evaluation, each objective should be
worded so that only one result is associated with each
statement.

Having separate objectives prevents the confusion that


may occur when only half of a dual objective is achieved.
2- Setting Objectives
Characteristic of objectives: (SMART):

M: Measurable:
Objectives must be measurable. Quantifying
objectives are more realistic and meaningful.
2- Setting Objectives
Characteristic of objectives: (SMART):

A: Attainable (Achievable):
Objectives should be neither over ambitious nor under
ambitious.
Unrealistic objectives only indicate what the planner would
like to achieve, not one can be achieved. Unrealistically high
objectives may increase the budget out of proportion to the
value received in achieving the goals and fail to communicate
exactly what is expected from the advertising effort.
2- Setting Objectives
Characteristic of objectives: (SMART):
R: Relevance:
Align the objectives with overall organization goals
and other marketing mix activities.
2- Setting Objectives
Characteristic of objectives: (SMART):

T: Time- bound
An advertising campaign is usually completed
within specific period. The progress made in the
campaign should be reviewed at various points
during the campaign. Objectives should reflect an
expectation that specific results will be achieved
by specific dates.
2- Setting Objectives
Characteristic of objectives: (SMART):
T: timing
For example: one might set as an advertising
objectives “to achieve brand awareness for brand X
fruit drinks in 50% of the target market within the
first three months of the campaign”, A second
objective might be to achieve 70% awareness by
the end of the second three months period”.
2- Setting Objectives
Characteristic of objectives:
Cost effectiveness:
To organize, plan, reach the target market
efficiently, be creative for the least amount of
money.
Advertising Campaign Planning

1- Situation Analysis

2- Setting Objectives

3- Advertising Allocated Budget


3- Allocating budget
After setting the objectives of the advertising campaign,
the next step is to determine the necessary advertising
allocations to achieve these goals, which means setting a
detailed and objective budget for the advertisements that
is sufficient to complete the tasks included in the
advertising campaign program.

Moreover, Funds should be allocated in the advertising


budget for emergency situations.
3- Allocating budget
The main factors influencing the determination of
advertising allocations (budget) are:

A- The product life cycle stage:


If the product is in the introduction stage, it will require
much larger advertising budget compared to the allocated
budge to the products that are already existing in the
market. Hence, few companies expect to achieve profits
from a new product in the introduction stage.

B- The product type:


Products are not equal in the advertising allocarted
budget. In general, consuming products tend to receive
larger portions of advertising budget.
Thank You

You might also like