Planning An Ad Campaign

What exactly people do? Submitted To:Inderpreet Kaur Submitted By:Birdavinder Singh

WHAT IS AN AD CAMPAIGN

An ad campaign includes series of ads, placed in various media,

that are designed to meet objectives, and

are based on analysis of marketing & communication situations

Planning An Ad Campaign
Steps Involved

ESSENTIAL STEPS
1. Appraising advertising opportunity 2. Analyze & define the target market 3. Set advertising objectives 4. Determine advertising budget

7. Evaluate final results (Post-testing)

6. Create ads, pretest and release ads

5. Decide media & Creative strategy

1. Appraisal of advertising opportunity

Advertising is a powerful tool, that doesnt mean that you advertise without a reason Neil H Borden
5 conditions should be met first:
a) Presence of positive primary demand Relate to nature of market b) Good chance of product differentiation c) Presence of emotional powerful buying motives d) Availability of sufficient funds required for advertising Relate to product

2. Analyze and define the target market

Prospects
Demographic characteristics Geographic locations Psychographic variables Buying behavior etc

Research
Who buys the product?

What do they really buy?

When do they buy? How do they use the product? etc

3. Setting advertising objectives

Awareness
Linking Trial

Action
etc

4. Determining advertising budget

Objectives tell what is expected from a ad campaign for a defined period of time Budgeting involves:

Controlling all the proposed expenditures

Different companies use difference approaches Budgets can be reviewed according to market situations such as competition, demand etc

5. Deciding media and creative strategy

Media plan determines the best way to reach audience
The goal of media planning is
- to find a particular combination of media at best cost

Creative strategy
- what to say to best achieve the objective

Media Planning & Strategy

When, Which, How, How much

GENERAL MEDIA TYPES

Print (Newspapers, Magazines, Direct-mail etc)
Broadcast (TV, radio, cable TV etc) Outdoor (Posters, Hoardings, Painted Displays etc)

Key Problem:
So many media types Process of choosing between alternatives becomes a complex managerial task (also high costs are involved) This is why the media planning is required

MEDIA PLANNING
Media Planning helps in answering the following questions:
a) When (the timing of the release) b) Which (the media selection)

c) How (strategy)
d) How much (budget)
In short its about how the advertising time and space will be used efficiently and effectively to contribute to the achievement of marketing objectives of the organization

6. Creating ads, pre-test and release ads

Ad should be pre-tested before actual execution
- to avoid costly mistakes - increase its efficiency

Some techniques used for ad pre-test:

Market tests Focus groups Surveys etc

7. Evaluating the final results (posttesting)

Few techniques are: Recall (what portion of ad) Recognition (logo, headline etc)

Inquiry
Trial Tracking studies (regular intervals awareness, recall, interest, inquiry etc)