ADVERTISING CAMPAIGN PLANNING

Unit -3

INTRODUCTION
Is an organized series of advertisements having the same theme over a period of time A campaign can become a series of surprises, rather than series of ads It have similar logic, and are like stepbrothers, but not identical twins The physical continuity is provided by similarity of visuals & morals In broad, it is a process where the advertising plan is integrated to the overall marketing plan & corporate plan

DEFINITION

An advertising campaign includes a series of ads, placed in various media that are designed to meet objectives and are based on analysis of marketing and communication situations

Types of Campaigns
Multi media campaign message across in different media vehicles Single media campaign remain confined to a single media Brand building campaign builds personality, presentation & positioning of the brand

THE PLANNING CYCLE

Where are we in the mind of the consumer? Where are we in the market? Why are we here? Where do we go from here? How do we get there? What single benefit do we want to convey? What consumer response do we want to elicit?

CAMPAIGN PLANNING PROCESS

Appraisal of advertising opportunity Product market analysis Setting advertising objectives Setting budget Determining media & creative strategy Create adds, pre-test and release adds Evaluate final results (Post - testing)

APPRAISAL OF ADVERTISING OPPORTUNITY

Current market demand Changes of product differentiation Not readily acceptable or Hidden qualities have to be exposed Using emotional appeal as buying motives Availability of sufficient funds

PRODUCT MARKET ANALYSIS

Describes

the factors that influence the advertising

plan.
1. 2. 3.
1.

Reviews the company and product history. Evaluates the products strengths and weaknesses. Defines the target market.
Who buys, when do they buy, how do they use, what do they really buy

4.

Evaluates the competition.

SETTING ADVERTISING OBJECTIVES

To

build brand image

Top of mind First choice

To

inform To persuade To support other marketing efforts To encourage action

SAMPLE GOALS/OBJECTIVES:
Describes the goals that the advertising should accomplish.

1. Increase consumer awareness of brand. 2. Change consumer attitudes about the product. 3. Promote replacement of outdated products with new products using new technology. 4. Persuade consumer to try a sample of product. 5. Convert occasional user of product to regular user. 6. Persuade consumers to switch from a competitors product. 7. Increase sales

DAGMAR APPROACH

Define Advertising Goals for Measuring Advertising Results

DAGMAR APPROACH
DAGMAR Approach is the task of measuring ad effectiveness as well as the objectives or goals of advertising. In 1961, Russel H. Colley wrote a book under the sponsorship of the Association of National Advertisers called Defining Advertising Goals for Measured Advertising Results. The book has become known as the DAGMAR approach. Colley distinguished 52 advertising goals that might be used with respect to a single advertisement.

COMMUNICATION TASK
An advertising goal is a specific communication task, to be accomplished among a definite audience, in a given period of time.

AIDA MODEL

DECIDE MEDIA & CREATIVE STRATEGY

Typically, the largest portion of a marketers budget goes towards buying media. This places a huge responsibility on the media planning and buying department. Three functions need to be addressed.

Media

Research Planning Buying

Identify which media reach your target audience most effectively Planning the best media mix and timings to achieve the clients marketing objectives Getting the best value for money out of the clients media budget. Involves considerable negotiating skills

Media

Media

CHOOSE THE TYPE OF ADVERTISING

Brand Advertising Informative Advertising Comparative Advertising Defensive Advertising Persuasive Advertising

CREATE ADDS, PRETEST & RELEASE ADDS

Creative specialists prepare several tentative ad concepts in the form of rough copy platform or the storyboard. Researchers conduct focus groups in the agencys developmental lab to measure reactions which are video-taped and observed by researchers.

This helps in identifying the most promising creative

concept among the ones that have seen and discussed by the focus groups

CREATE ADDS, PRETEST & RELEASE ADDS

Pretesting is used to increase likelihood of creating the most effective advertising messages. This helps in spotting any communication gaps or flaws in the ad message content before it is used Various techniques used are

Direct Questioning Focus Group Portfolio test Paired comparison test Order of merit test Mock Magazine test Central Location Test Clutter tests Etc.,

EVALUATE FINAL RESULTS (POST-TESTING)

Post testing is important to evaluate the success or otherwise of an individual ad or the whole campaign after it has run Various Techniques used are

Unaided Recall Aided Recall Recognition

HOW TO EVALUATE YOUR AD RESULTS

Advertising that doesn't work is like an employee that

doesn't work...it's costly. You must be able to track whether the ad is working or not and why.

Create a "tracking sheet" for each and every ad you

produce in each type of media. This sheet will be filed with a copy of each print ad and the script for each radio or TV ad.

Each sheet will contain two major tracking areas.

FIRST TRACKING AREA

The history of the ad.

When was it run?

What media? What days? What was the cost of each run? What was the cost for the entire run of this ad?

What amount was paid by co-op advertising, if any?

Art and design charges?

SECOND TRACKING AREA

The goal of the ad.

Who was the ad directed toward?

New customers? Regulars? Were projected sales met? If so, why? Adequate inventory?

Proper staffing? Weather? Other events that drew traffic to

your area?

ELEMENTS OF EFFECTIVE ADVERTISEMENT

Advertisement should interest the audience Advertisement should give audience new information or support existing information Audience should interpret message in a way favorable to advertisers Advertisement should appeal to audience and influence their attitude

MESSAGE DESIGN
The Advertising message consists of idea together with other relevant information The idea spots the uniqueness of the product to win the place in consumers mind It is easy to say, but difficult to do Message Design identifies consumers perception about products

MESSAGE DESIGN
Following are the key elements involved in Message Design:
Positioning part Marketing objective part Communication part Message presentation part

Message structuring part

MESSAGE DESIGN:
POSITIONING PART

What do you need to know:

What segment How is consumer going to be benefitted from it?

Who are the competitors?

What is the nature of product What are the special characteristics of the product Is it different from others On what occasions the product is useful How would you like consumer to perceive your brand

MESSAGE DESIGN:
MARKETING OBJECTIVE PART

What is your marketing objective:

Brand Awareness Trial (e.g. samples or trial packs)

Action (special offers/discounts etc)

Stocking Etc

MESSAGE DESIGN:
COMMUNICATION PART Following should be kept in mind while communicating to the audience:

Strong attention (reasons to listen to you) Questions can be involved

Specific key words

Main points can be repeated Convincing through facts (no stories) Empathize with audience

MESSAGE DESIGN:
MESSAGE PRESENTATION PART

Presentation refers to the content of message It should be either Central or Peripheral

Central:

Direct persuasion Rational appeals Provides pleasant associations such as scenic background, family, romance etc Emotional appeals

Peripheral:

 Advertising appeals are designed in a way so as to

create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people Number of factors like
The objective Product Time factors influence the appeal

 Rational

/ logical Appeal Appeal

Emotional

Moral
Direct

Appeal
Appeal Appeal

Indirect

 The functional benefits of a product is highlighted. Industrial buyers are most responsive to rational appeal. This is generally product oriented appeal. Otherwise called as Logical or Informational appeal

Types: High quality appeals Low price appeals Long life appeals Performance minted appeals Ease to use oriented appeals Feature appeal Competitive appeal Product or service popularity appeal

An emotional appeal is related to an individuals psychological

and social needs that an product can satisfy.

Humour, affection, fear etc.,

POSITIVE FEAR:-

NEGATIVE FEAR:-

 These appeal are those appeals to the audience which

appeal to their sense of right and wrong.

This appeal mainly focused on prohibition, adult literacy,

social forestry, anti smuggling, consumer protection etc.

Social factors cause people to make purchases and include such aspects as recognition, respect, etc.

Humor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch the viewers attention.

This type of appeal are those appeals that clearly communicate with the consumers about a given need followed by a message which extols the advertised brand which satisfy the need.

Which do not emphasize a human need, but allude to a need.

Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in increasing the persuasiveness of the advertisement.

Star Appeal Famous personalities endorsing a product

Reminder advertisements to remind certain

product still exists in the market

Teaser advertisements short preview about a product use to create curiosity & interest among the people

Sex Appeal - Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement

Brand Appeal - This appeal is directed

towards people who are brand conscious

and wish to choose particular products to make a brand statement.

Masculine Feminine Appeal - Used in cosmetic or beauty products and also clothing. This type of appeal aims at creating the impression of the perfect person. The message is that the product will infuse the perfection or the stated qualities in you.

Romance Appeal - These advertisements display the attraction between the sexes.

The appeal is used to signify that buying

certain products will have a positive

impact on the opposite sex and improve your romantic or love life.

It must be..,

Thematically sound Communicative Interesting Credibility Finally & be complete Contain Truthful information

COPYWRITING AND DESIGN

The art of writing words that sell.

Copywriting is the process of expressing the value and benefits a brand has to offer.

The written elements in an ad Copy writing

Differs from media to media

Print writing of headlines, the main body of text Broadcast complete script, voice over, music, jingle, etc.,

Till the beginning of the '90ies, the copywriting was considered

an important part of an advertising. It had to describe how the

life of the potential consumer would be changed thanks to the product.

The headlines and the descriptions could obtain till the 60% of an ad. Sometime pictures were considered less important than

an headline.

Some examples:

After the middle of the '90, the most of advertising agencies

changed their strategies adding more space for the photo or

image and using less words.

They were starting to understand how in an image or in a pic it supposes to be inside all the brand world

some examples:

And today? Well, finally the description of a product is almost disappear. The agencies have understand that the customer is more interested, intuitive than before. An image can captures more than 1000 words what the ad want describes. We live in the era of images. The ad are following this trend. A simple and short headline usually is used to give to the customer the way of interpreting.

Some examples:

There are other brands who use more words to claim that they are the best, becoming funny but maybe also unlikeable as Carlsberg.

Then, some other brands, as Sony create headline who claim that it is the best but not becoming unlikeable.

Today the brands who have obtained an higher degree of trusting, image and LoveMark (Kevin Robins) can also not use any headline.

The name or simply the symbol is what they are. some examples:

CLASSIFICATION OF ADVERTISEMENT COPY

Scientific Copy technical specifications of a product are explained Saffola a low cholesterol edible oil Grinder-mixer, fridge, TV are sold using Scientific copy

Descriptive copy Non technical manner, the products attributes are described They use active sentences

Grinds all kinds of cereals, dhal, pulses, masala etc., Runs at very economical cost No adulteration etc.,

Narrative copy fictional story is narrated Benefit of the product emerge from the story Humorous or strong appeal
Its hot You can ever trust your husband with it Camlin Permanent Markers

Colloquial copy informal conversational language is used to convey the message It could even become a dialogue Amul - Chocolates

Humorous copy humour is been heavily used in advertising It makes the advertisement noticeable

Topical Copy Herein and attempts is made to appeal to the general public by linking the theme of the copy with some current event but it should not look absurd. It commands a good deal of interest because of that sensational event which lives in the minds of the public. Amul Milk, Axe Score More

Personality Copy This copy attempts to encase the opinion of personality real or imaginary about the product. The photograph of the personality (a person specialized to concerned field) is given with the text of the copy with a view to convince the readers through the moral influence of his name. Invariably, such copy shows a certificate or a testimonial of such influential person.

Prestige Copy This pattern is usually for in institutional advertising which aims at creating an atmosphere about the product or the firm and may not directly advise the product for sale. Such a copy is occasionally used and is very much similar to the personality copy in impression which also strives to enhance the prestige of the advertising firm indirectly by visualizing the name of the eminent personality.

Questioning copy Questioning copy as the term suggests. In Corporate a series of questions expected to be answered by them readers. The advertiser puts no narration, statement or reason of its own in order to pursue the readers to buy the product. The question arouses the curiosity in the minds of the readers and makes them think of it.

Comparative Copy Comparative type commercial like Pepsi & coke, horlicks & complan etc., Interactive copy associated with on-line ads. Wordless copy totally wordless is an example of nonVerbal Communication

Four types of ads in which words are crucial

1.
2. 3. 4.

If the message is complicated

If the ad is for a high-involvement product Information that needs definition and explanation If a message tries to convey abstract qualities

Answer these questions before you start:

Who are you targeting with your advert? What do you want them to think, feel or do when they see it?

What value (not necessarily unique) are you offering?

Why should people choose your product or service?

The most effective, attention-grabbing headlines promise benefits. Mention any Unique Selling Point(s) (USPs). No USPs? Just express the value you offer as clearly as possible. Dont try to get attention from people who arent interested.

Focus on converting existing interest into sales.

Dont use anything clever or creative for its own sake. Dont be afraid to be simple and direct.

Write as much copy as people will have time to read. On the subway = 200 words. On the street = 10 words. Keep the headline promise: say how the product delivers benefits. Make sure text is clear, large and legible. Use words youd use with a customer face to face.

Less is more. Identify key messages and cut the rest.

Consider returning to the headline theme at the end.

The design should guide the reader visually from headline through text and on to a call to action.

Think about where and how the design will be seen (from a distance? among other adverts?) and appraise it in this context.

Give equal priority to words and images/graphics.

If your desired response is a website visit or a phone call,

give the web address or phone number major prominence.

Be creative, but only if it helps the sell.

Good advert imagery reinforces the message of your headline (i.e. benefits), or adds meaning that couldnt otherwise be expressed.

Bad advert imagery has no reason to be there and adds nothing to the message. Dont use images for their own sake.

Selling an investment fund with a rocket blasting off just makes the audience think about rockets. Show money or a performance graph

instead. Theyre closer to the benefits youre offering.