DEVELOPING AD CAMPAIGN

DEVELOPING AD CAMPAIGN : 

DEVELOPING AD CAMPAIGN An advertising campaign consists of all the tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand An advertising campaign is planned within the framework of the overall strategic marketing plan and as part of a broader promotional program Steps in conducting a campaign are: Defining objectives Establishing a Budget Creating a Message Selecting Media Evaluating the Advertising Effort

AD CAMPAIGN – FLOW CHART : 

AD CAMPAIGN – FLOW CHART

MEDIA TERMINOLOGY : 

MEDIA TERMINOLOGY Media Planning - A series of decisions involving the delivery of messages to audiences. Media Objectives - Goals to be attained by the media strategy and program. Media Strategy - Decisions on how the media objectives can be attained. Media - The various categories of delivery systems, including broadcast and print media. Broadcast Media - Either radio or television network or local station broadcasts.

MEDIA TERMINOLOGY : 

MEDIA TERMINOLOGY Print Media - Publications such as newspapers and magazines. Media Vehicle - The specific message carrier, such as The Hindu or NDTV 60 minutes. Coverage - The potential audience that might receive the message through the vehicle. Reach - The actual number of individual audience members reached at least once by the vehicle in a given period of time. Frequency - The number of times the receiver is exposed to the vehicle in a specific time period.

PROBLEMS IN MEDIA PLANNING : 

PROBLEMS IN MEDIA PLANNING Lack of information Inconsistent terms Serious time pressure Measurement problems

DEVELOPING THE MEDIA PLAN : 

DEVELOPING THE MEDIA PLAN Situation Analysis

MEDIA PLANNING CRITERIA CONSIDERATIONS : 

MEDIA PLANNING CRITERIA CONSIDERATIONS The media mix Target market coverage Geographic coverage Scheduling Reach versus frequency Creative aspects and mood Flexibility Budget considerations

MARKETING FACTORS IMPORTANT TODETERMINING FREQUENCY : 

MARKETING FACTORS IMPORTANT TODETERMINING FREQUENCY Brand history Brand share Brand loyalty Purchase cycles Usage cycle Competitive share of voice Target group

MESSAGE OR CREATIVE FACTORS IMPORTANT TO DETERMINING FREQUENCY : 

MESSAGE OR CREATIVE FACTORS IMPORTANT TO DETERMINING FREQUENCY Message complexity Message uniqueness New vs. continuing campaigns Image versus product sell Message variation Wear out Advertising units

Sales Promotion : 

Sales Promotion An extra incentive to buy An acceleration tool An inducement to intermediaries Targeted to different parties “A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”

Sales Promotion Vehicles : 

Frequency programs Sales Promotion Vehicles Consumer-Oriented Samples Coupons Premiums Contests/sweepstakes Refunds/rebates Bonus packs Price-off deals Event marketing Trade-Oriented Contests, dealer incentives Trade allowances Point-of-purchase displays Training programs Trade shows Cooperative advertising

Sales Promotion Uses : 

Sales Promotion Uses Introduce new products by encouraging trial and repurchase Get existing customers to buy more Attract new customers Defend current customers Maintain sales in off season Target a specific market segment Enhance IMC efforts and build brand equity

Objectives of Consumer-Oriented Sales Promotion : 

Objectives of Consumer-Oriented Sales Promotion To Obtain Trial and Repurchase To Increase Consumption of an Established Brand To Defend (Maintain) Current Customers To Target a Specific Segment Enhance IMC programs and build brand equity

Trade-Oriented Sales Promotion Objectives : 

Trade-Oriented Sales Promotion Objectives Obtain Distribution of New Products Maintain Trade Support for Existing Products Encourage Retailers to Display and Promote Existing Brands Build Retail Inventories

Types of Trade-Oriented Promotions : 

Types of Trade-Oriented Promotions Contests and Incentives Trade Allowances Buying Allowances Promotional Allowances Slotting Allowances Point-of-Purchase Displays Sales Training Programs Trade Shows Cooperative Advertising