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ADVERTISING CAMPAIGN 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.
The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.
An advertising campaign is an organized series of advertising messages with identical or similar messages over a particular period of time.
It is an orderly planned effort consisting of related but self contained & independent advertisements.
Though the campaign is conveyed through different media, it has a single theme & unified approach.
There is a psychological continuity due to a unified theme. The physical continuity is provided by similarity of visuals
and orals.
ADVERTISING CAMPAIGN: TYPES/BASISGeographical spread:Local market campaignEntire region campaignNational campaignPioneering campaigns: introduce new productsCompetitive campaigns: emphasise competitive
superiority to retain the present market and to expand it either by increasing the products consumption or by wearing the customers away from a competitive brand
Classification in terms of media:Direct mail campaignNewspaper campaignTV campaign etcOn the basis of campaign’s purpose:Direct action campaign: where a customer is expected to
buy a productIndirect action campaignProduct promoting campaignsCorporate image promoting campaigns
ADVERTISING CAMPAIGN: TYPES Campaign Type 1:THE WORD HOOKThe word hook is a repeatable catch phrase from ad to ad.
Great examples of advertising campaigns using the word hook include Verizon's "Can you hear me now?" created by Bozell/New York to convince the world that Verizon has the best network.
How effective was it? Consider that in July of 2003, a J.D. Power & Associates survey ranked Verizon at the top of the list for wireless quality, while Alltel was ranked number seven-even though they share the same network through a nationwide roaming agreement.
Campaign Type 2:
THE CHARACTER HOOK
A character hook uses a hero, villain, or victim to embody a key attribute of a brand. Great heroic character hooks include Ronald McDonald, a hero of happiness created in 1963. Ronald helped McDonald's to own family fast food.
How effective was this character? Consider that 96% of school children in the United States can identify Ronald McDonald. Only Santa Claus is more commonly recognized.
Campaign Type 3:
THE REPEATABLE THEME: A repeatable theme is a situation that plays out again and again calling out the need for a company's product. Example of a repeatable theme include the York Peppermint ads created by Cliff Freeman. Consumers know the punch line that is coming. They love to see the set-up played out in different situations. It is satisfying to be in on the joke, before it comes. Repeatable themes make the target customer feel like they have the inside track. They know how to play along and thus feel connected to your brand.
Campaign Type 4:
CONSISTENT LAYOUT: A consistent layout uses a unique, design look and repeats these elements at each touch point. This allows customers to easily identify your company in a blink. The more distinct these elements are from your competitors, the easier it is to stand out from the clutter.
Great examples of consistent layout include the Continental ads, with the blue globe, yellow trim, and white all caps headline. NW Ayer put that design on everything from print ads to bag tags to cocktail napkins and helped Continental become the number one airline in the world, as well as the most profitable. Consistent layouts include Apple's iPod ads with dancer people on bright backgrounds. The iconic ads helped make the iPod the number one MP3 player in the world and helped Apple extend its brand from a computer company to a consumer electronics company.
CAMPAIGN PLANNING
PARAMETERS OF CAMPAIGN PLANNING:Total advertising budgetMedia availabilityConsumer profileProduct profileCampaign’s duration & its timingAdvertising & marketing objectivesDistribution channelsMarketing environment including pressure groups &
competitors
Review of previous advertising effortCreative considerationsNew plans
Advertising planning
Situational analysis
Marketing & Promotional
strategyAd objectives Ad strategy
Media strategy
Creative/Messagestrategy
Communicationobjectives
Salesobjectives
POINTS TO BE CONSIDERED WHILE PLANNING AD CAMPAIGNIdentify the problemBudgetPre testingTarget audienceMedia selectionThe languageVisual & the copyTiming & durationPost testingEffect on sales
Advertising strategies It describes how to achieve communication objectives.Two components: Creative strategy: describes what we are going to say
(content) & how we are going to say it (style)Media strategy: in which media & at what time message
will be put across.
COMMON ADVERTISING STRATEGIES
Ideal Kids: The kids in commercials are often a little older and a little more perfect than the target audience of the ad. They are, in other words, role models for what the advertiser wants children in the target audience to think they want to be like. A commercial that is targeting eight year-olds, for instance, will show 11 or 12 year-old models playing with an eight year old's toy.
Heart Strings: Commercials often create an emotional ambience that draws you into the advertisement and makes you feel good. The McDonald's commercials featuring father and daughter eating out together, or the AT&T Reach Out and Touch Someone ads are good examples. We are more attracted by products that make us feel good.
Amazing Toys: Many toy commercials show their toys in life-like fashion, doing incredible things. Airplanes do loop-the-loops and cars do wheelies, dolls cry and spring-loaded missiles hit gorillas dead in the chest. This would be fine if the toys really did these things.
Life-like Settings: Barbie struts her stuff on the beach with waves crashing in the background, space aliens fly through dark outer space and all-terrain vehicles leap over rivers and trenches. The rocks, dirt, sand and water don't come with the toys, however.
Sounds Good: Music and other sound effects add to the excitement of commercials. Sound can make toys seem more life-like or less life-like, as in a music video. Either way, they help set the mood advertisers want.
Excitement!: Watch the expressions on children's faces. Never a dull moment, never boring. "This toy is the most fun since fried bananas!" they seem to say. How can your child help thinking the toy's great?
Star Power: Sports heroes, movie stars, and teenage heart throbs tell our children what to eat and what to wear. Children listen, not realizing that the star is paid handsomely for the endorsement.
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