20-08-2016

Essentials of an
Advertising Campaign

Presented By-

Pranav Chowdhry

Definition
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.

An Advertising Campaign is a series of advertisements

[consumer communications] and the activities that help
produce them, which are designed to achieve interrelated
goals.
..Donald Parente

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Why a campaign?

Buyers are forgetful of erratically appearing ads.

Thus, campaign is a sustained advertising effort.

Due to clutter of large number of advertising messages, they

overlook several of them.
Coordination, balance, timing, continuity & performance- all
favor for an advertising campaign.

Basis of campaign

Geographical spread of a campaign

Competitive Campaign emphasis competitive superiority to

retain the present market.

Pioneering Campaigns to introduce a new product

Campaigns can be classified in terms of media, e.g; direct mail

campaign, newspaper campaign, T.V. Campaign etc

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Factors affecting Campaigns

Identifying the problem

The budget
Pretesting
Target audience
Media selection
The language
The visual and the copy
Timing and duration
Post testing
Effect on sales

Broad phases of campaign creation

The first step before creating an advertising campaign is conducting

research to find the perfect target audience for the message. A good ad
aims to reach its ideal market demographic consisting of the people most
interested in the product or service. Because people buy things to gain a
direct benefit, it is important to include benefits provided by the product
or service.
Successful campaigns build on a strong brand image that includes a
memorable logo, packaging or other element, such as a mascot. Defining
clear goals and objectives is preferable over stating no goal. Knowing what
the campaign is designed to accomplish brings in more positive results.
Creativity and uniqueness make ad campaigns stand out in a crowded
marketplace. A good creative idea can boost an ad's response without the
need to spend a fortune. After an ad campaign is created, it is often tested
on a small focus group for effectiveness. Alternatively, advertisers
sometimes send out a brief questionnaire along with a preview of the ad.
Based on this testing, campaigns determine if the ad should move forward
or be improved.

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Components of Integrated
Ad Campaign

Determine theme

Determine objectives

Identify the target audience

Establish the budget

Develop the message

Select the media

Evaluate the campaign

Focus on Target Audience

Any ad campaign that you launch

should be focused upon your target
audience. So instead of creating
generic advertisements that can be
applied to anyone, make sure that
you really use your ad to speak to
your customer base. Attract the
customers you need by speaking to
them on a personal level.

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Hone in on the Benefits of

What Youre Selling

Rather than just mentioning the

products that youre selling, use
your ads as an opportunity to hone
in on the benefits of using those
products. So whether your products
will make customers lives easier,
save time, or help them in their
professional life, make sure that
you let them know.

Showcase Your Ads in the

Right Places

When it comes to where youll actually

showcase your ads, whether they will be
on the radio, on TV, or on a billboard, you
really need to consider your target
audience. What would be the best outlets
for your ads based upon where your
target market is? By performing some
research, you should be able to come to
the right answers and spend your
marketing budget wisely.

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Set Your Goals from the

Beginning

Before you even start designing and

launching ads for a marketing campaign,
make sure that you and your team
establish clear goals from the very start.
For example, are you hoping to simply
reach a broader audience or a higher
number of people in your niche? Or are
you hoping to get your latest product in
front of as many people as possible? What
is it that youre trying to accomplish?
Knowing the answer to this question will
help you create an effective and
successful advertising campaign.

Work with a Professional

If you need help with developing your ad

campaign and finding the right outlets for
your ads, you can always strategize with
the help of marketing professionals.
Experts with the right experience can
help you hone in on what your goals are,
as well as assist you when it comes to
establishing who your target audience is
and how you can reach them effectively.

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Be Consistent to Establish
Your Branding

Even though you might think that you

have to change your colour scheme,
tagline, or overall look of your advertising
campaign every time you launch a new
one, this actually isnt necessary, nor is it
a good idea. Rather than establishing a
brand identity by remaining consistent
from one ad campaign to the next, youll
actually be dulling your identity if you
change things all the time. The key is to
establish what your brand is about so
customers will immediately recognize it
when they see it.

Diversify Your Advertising

Outlets

A lot of businesses make the mistake of

finding a few places to advertise that will
suit their budget and needs and then stick
with only those. But just as youd
diversify your investment portfolio, you
want to do the same with marketing.
Rather than advertising in the same
outlets all the time, spread your budget
around by placing ads in a variety of
outlets, from the Internet to TV and
radio, and reach your audience in
different ways.

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Get Creative and Stand Out

Make it a point to make your ads

creative. Create a theme that could
help establish your brand, and then
run with it. Dont be afraid to stand
out against the competition. In the
saturated world of advertising, this
is the best way to make your
particular ad memorable.

Test Your Ads on Focus

Groups

If you have the budget, invest in

focus groups that can view your ads
before they launch. Showcase a few
different ads and see which ones
they like best, and why. This will
help you steer your campaign in the
most effective direction.

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Monitor Your Campaigns

If youre advertising online to get

hits to your site, use your analytics
tool. If youre running ads in other
media outlets, ask customers how
they found you. This will help you
gauge the effectiveness of every ad
you run and help you make smarter
decisions later on.

Linking the Campaign to Strategy

Nike was in a tough spot in the late 1970s. It was being

swamped by Reeboks quick initiative on designing aerobics
shoes and needed to respond dramatically and forcefully. It
could be argued that the Just Do It campaign was not only
about sneakers but about Nikes own renaissance.
No longer content to be the choice running shoe of a few
thousand marathoners and exercise nuts, Nike wanted to
expand its operation to target every American, regardless of
age, gender or physical-fitness level. Just Do It succeeded
in that it convinced Americans that wearing Nikes for every
part of your life was smart and hip.
Nike took its own advice and Just Did It by directly
attacking Reebok in the sport-shoe market.

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Effective Advertising

Ads must must be:

Memorable
Resonate

with consumers by ringing true and

delivering a personally meaningful message, even if
the brand has a huge target audience like Nikes

Communicate

how the product or service fits into

consumers lives or work to make them better, more
productive, happier, more fulfilled

Stand

for values above and beyond the product or

service itself

Be

inextricably linked to the brand, so the ad wont

be attributed to a competitor

Nikes Find Your

Greatness Campaign
It touches all of us because its such a
positive inclusive message. It says we
dont need to be technically amazing, as
long as we try and do our own personal
best. The message inspires everyone. It
follows Nikes previous message of Just
Do It!: also broadly meaningful because
it says action is better than no action
and because it pushes people to take a
risk, try something new, do something
theyve always wanted to.
The
implication is that Nike products are
there to back us up and help you
accomplish our personal goals.

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The Red Bull Gives You

Wings Campaign
This is brilliantly supported through high
exposure event marketing involving
flight, is also highly inspirational. The
product makes users concentrate better,
be more alert and awake, helps them do
their jobs better (truck drivers and
office workers), study better (students),
have the energy to party longer, and
generally feel their best. The campaign
conveys the exhilaration of soaring
emotionally
and
feeling
more
capable. Its an extremely empowering
notion a wide audience can relate to.

Patanjali Cow Ghee

The TVC has been ideated with an

intent to highlight the health attributes
of Patanjali Ghee and showcasing the
goodness of nature with which the
product is made. Starting off with a
beautiful thought, Rasoi mein sirf
khana hi nahi banta, bante hain sapne,
the ad progresses; visually depicting
the importance of Pure Ghee in gaining
strength for being successful and
becoming a champion. The storyboard
has a parallel showcasing of the Sushil
Kumar
exercising
hard
towards
becoming a champion and his mother,
passionately cooking for him in the
kitchen.

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Thanks.

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