Developing an Advertising Campaign

Developing an Advertising Campaign

Designing a series of advertisements and placing them in various advertising media to reach a particular target market. Seven steps.

1.    Identify and Analyze the Advertising Target.

The group of people for which the advertisement is aimed at, may direct campaign at only a portion of the target market.

Research and analyze advertising targets to establish an information base for a campaign. Generally increase advertisers knowledge about their target--the more effective the campaign

2.    Defining Objectives.

What the firm hopes to accomplish from the campaign, should be clear, precise and measurable, can help measure the success at the end of the campaign. Use a benchmark.
At what stage is the target market in the Product Adoption Process. What are the goals of the campaign...to increase purchases, to generate traffic in the retail store etc.

Demand oriented objectives vs. image oriented objectives Increase product/brand awareness.

3.    Determine the Advertising Appropriation

Total amount of money that a marketer allocates for advertising in a specific period.

Objective and Task Approach determine the objectives, then list the tasks needed to achieve the objectives.

Percent of Sales Approach Sales create marketing?! What happens when the products sales are declining.

Competition Matching Approach Other companies have different advertising objectives.

Arbitrary Approach determined by high level executives, Delaware MBA Program

4.    Creating an Advertising Message

A function of the product's features, uses and benefits must be aware of the characteristics of target market, different message to different target market. Dependant on objective of the campaign.

5.    Developing a Media Plan

Sets forth the exact media vehicles to be used and dates and times of ads. Effectiveness of plan determines how many people in the advertiser's target will be exposed to the message. Need to select the media to be used and dates and times ads appear.

Primary goal--reach the highest # of people (within the advertiser's target) per $ spent. Achieve the appropriate message reach and frequency for the target audience while staying within the budget.

Various Media

TV Channels/programs

Sponsor cable channels

Radio, Becoming more segmented

Magazines, Lead time considerations, also pass along rate, subscription plus news agent sales.

Newspapers, Local vs. national

Direct Mail, Evolution of Database marketing, able to narrowly target with DM.

Outdoor, Billboards Atlanta is most billboard per capita city.

Placed-Based, Schools, also sponsor educational programs, Supermarkets, Health Clubs, Dining Halls. Intrusive..."Only go where you are wanted!!". Target market is known...not assumed.

6.      Executing the Campaign

a.     Requires extensive planning and coordination. Advertising Agencies, production costs, research organizations, media firms, printers, photographers, and commercial artists etc. Detailed schedules are needed to insure everything is accomplished on time.

7.    Evaluating the effectiveness of the campaign

Measure the achievement of the objectives, assessing the effectiveness of the copy etc., and the media.

Typical consumer is bombarded with about 300 advertising messages/day, 109,500 per year. 80% of people cannot remember a typical ad one day after seeing it. NEED CREATIVITY!?!?
Pretests before campaign, use a consumer jury. During the campaign, "inquiries"-coupons numbered.
Posttests after the campaign, use consumer surveys to measure the change in communication objectives, change in sales or market share. Cannot be precise due to the environment.
Use recognition tests to determine the degree to which consumers recognize advertisements.
Recall evaluation, consumers are asked what they have seen lately. Aided or unaided.

Use of Advertising

Use of Advertising 

Promoting Products or Organizations 

Institutional Advertising promotes organizations, images, ideas or political issues.

Stimulating Primary and Selective Demand 

First to introduce product needs to stimulate primary demand. Pioneer Advertising informs people about the product

Offsetting Competitors Advertising

Defensive advertising, offset to lessen the effect of competitors advertising

Making salespersons more effective

Tries to presell product to buyers by informing them of uses, features & benefits-                                                                                                      

Increasing use of product

Consumer can consume only so much of a product, this limits absolute demand. May  need to convince the market to use the product in more than one way

Reminding and reinforcing customers

Reminder, need to keep company/product name at the forefront of consumers' minds in the competitive marketplace.

Reducing Sales fluctuations 

Increase sales during slow periods will help increase production efficiency

ADVERTISING

Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century, which included line or classified advertising. Simple descriptions, plus prices, of products served their purpose until the late nineteenth century, when technological advances meant that illustrations could be added to advertising, and color was also an option.

An early advertising success story is that of Pears Soap. Thomas Barratt married into the famous soap making family and realized that they needed to be more aggressive about pushing their products if they were to survive. He launched the series of ads featuring cherubic children which firmly welded the brand to the values it still holds today. he took images considered as "fine art" and used them to connote his brand's quality, purity (i.e. untainted by commercialism) and simplicity (cherubic children). He is often referred to as the father of modern advertising.World War I saw some important advances in advertising as governments on all sides used ads as propaganda. The British used advertising as propaganda to convince its own citizens to fight, and also to persuade the Americans to join. No less a political commentator than Hitler concluded that Germany lost the war because it lost the propaganda battle: he did not make the same mistake when it was his turn. One of the other consequences of World War I was the increased mechanization of industry - and hence increased costs which had to be paid for somehow: hence the desire to create need in the consumer which begins to dominate advertising from the 1920s onward.

DEFINITION - ADVERTISING

Advertising is

·        paid form

·        a way of promoting products, services or information

·        a form of communication (between manufacturer and consumer)

·        a physical commodity

·        an integral part of pop culture

·        an important economic force

·        a part of our urban landscape

            Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries

1.   The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. (Arenes 1996)

2.   Any paid form of non-personal communication about an organisation, product,service, or idea from an identified sponsor. (Blech & Blech 1998)

3.   Paid non-personal communication from an identified sponsor using mass media to persuade influence an audience. (Wells, Burnett, & Moriaty 1998)

4.   The element of the marketing communication mix that is non personal paid for an identified sponsor, & disseminated through channels of mass communication to promote the adoption of goods, services, person or ideas. (Bearden, Ingram, & Laforge 1998)

5.   An informative or persuasive message carried by a non personal medium & paid for by an identified sponsor whose organization or product is identified in some way. (Zikmund & D'amico 1999)

6.   Impersonal; one way communication about a product or organization that is paid by a marketer. (Lamb, Hair & Mc.Daniel 2000)

7.   Any paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor. (Kotler et al, 2006)

Benefits from Employee Training and Development

Benefits from Employee Training and Development

• Increased job satisfaction and morale among employees.
• Increased employee motivation.
• Increased efficiencies in processes, resulting in financial gain. 
• Increased capacity to adopt new technologies and methods. 
• Increased innovation in strategies and products. 
• Reduced employee turnover.   
• Enhanced company image.