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ADVERTISING
MANAGEMENT
CAMPAIGN MANAGEMENT
Prof Dr.G.Rajeswari.
Department of Management.
2
SALES SCHOOL
Many managers view sales as the only
meaningful objective for promotional plans.
Their view is that the only reason an organization
spends money on promotion is to sell its products
or service.
COMMUNICATION SCHOOL
The aim of a communication campaign is to
enhance the image or reputation of an
organization or product.
Cognitive: INFLUENCE
This stage basically involves
communication that deals with cognition or
knowledge. It deals with creating knowledge,
perception, ideas and awareness
Affective: This stage deals with the emotions or
the affections.
Conative/ behaviour:. In this case the person on
the basis of his preference or dislike for the
product would either purchase it or reject the
product.
e.g. A person wants to buy a TV set, he may after
having understood his desire, collect different
types of information and after having being
convinced -finally make the purchase.
COMMUNICATION SCHOOL: 9
INFLUENCE
E.g. A person wants to buy a TV set, he collects
different types of information and after being
convinced - make the purchase.
ADVERTISING CAMPAIGN
An advertising campaign is a series of 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.
ADVERTISING CAMPAIGN
Coordinated series of linked advertisements
(broadcast usually through several media channels)
that may last from a few weeks and months to
years.
ADVERTISING CAMPAIGN
An advertising campaign is a specific course of action
designed to advertise a company, cause, or product that
employs coordinated series of marketing tools in order
to reach the target audience.
ADVERTISING CAMPAIGN
PRINT MEDIA: Advertisements placed in newspapers and
magazines are a time-honored method of reaching the
target audience.
ADVERTISING CAMPAIGN
Many companies design advertising campaigns to current
clients that rely on NEWER tools as text messaging or
email advertising.
PROCESS
Effective campaigning means using the minimum amount
of effort to achieve the maximum impact. Planning is
critical to making your campaign focused and
effective.
PROCESS
Four critical stages of good
campaigning are:
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CAMPAIGN CYCLE
Campaigns are viewed cyclically. Campaign
planning is better understood using the
Campaign Cycle concept
CAMPAIGN PLANS: CRITICAL 18
Hypotheses - what are you testing?
COMPONENTS
Objectives - what are you hoping to achieve? Make sure
objectives are SMART
Target audience - who are you targeting? Try to be as specific
as possible.
Message - what's your offer and why would the customer take
it up?
Response - how do you want people to respond? Are you
pointing them to a specific website or phone number? Are you
including a reply paid envelope?
Budget - what is the overall budget for this campaign and what
response do you need to achieve for a positive ROI?
Timings - when is the campaign going to launch and when will
the offer end?
Measurement - how are you going to measure the success of
the campaign? Measures could include direct responses (ie:
phone calls, website visits) as well as more sophisticated
measures such as ROI.
ADVERTISING PLAN: KEY 19
COMPONENTS
DAGMAR APPROACH
AWARE
COMPREHENSION &
IMAGE Communication
Process under
DAGMAR MODEL
ATTITUDE
ACTION
DAGMAR : COMMUNICATION 22
PROCESS
At some point of time, the individual will be
unaware of the product or offer in the market. The
initial communication task of the advertising
activity is to increase consumer awareness.
PROCESS
The third step is the attitude (or conviction) step.
The action phase involves some move by the buyer
such as trying a brand for the first time,
visiting a showroom, or requesting
information.
OBJECTIVES
For a promotional campaign, there must be an
objective, which is measurable.
AUDIENCE
Not everyone is going to buy your product. So,
CRUCIAL TO identify your target audience, to
whom you are going to aim your ad
campaign.
Sustain current Refine
levels of awareness
HIGH
awareness
Awareness
Create
Build awareness association of
quickly. awareness of
LOW
product with
product class
need
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DAGMAR : MEASURING
Comprehension RESULTS
Conviction
STRATEGY
Creative strategy:
HAMARA BAJAJ
YMCA FOR RELIANCE 3G
TIC TAC
MEDIA STRATEGY
Identify your target audience AND then find the
best media, at the best time, to reach them.