Advertising Campaign

Definition An advertising campaign is a series of advertising messages with identical or similar message over a particular period of time Different media, Single theme, Unified Approach Psychological continuity due to similarity in visuals and orals Eg. Dairy Milk, Rebi - Real Estate,Incredible India, Hutch, Kalyan JewelleryDairy Milk

Why a Campaign?? –Buyers are forgetful –Too many ads How long shd be a campaign –Varied length depending upon the following: Type of the product Nature of the advertisers marketing programme Seasonality of sales Media policies Competitors advertising

Basis for a Campaign Ad Campaigns Geographical spread Ad Campaigns Newspaper Direct MailPioneering Competitive National Local Market Television Indirect Action Direct Action

Campaign Planning Definition: It is an organised and carefully planned use of paid publicity for fulfilling a definite purpose -Consumer Behavior is the basis -Advertising Planning – What message, Budget, Desired behavior -Media Planning – Which media and vehicle

Campaign Creation Process Creative Phase Briefing Phase Strategy Development Phase

What?? – The objectives and contents of communication are decided –The position of the brand is decided based on research analysis –Brainstorming sessions are conducted –A strategy that could give a competitive edge is to be selected Who?? –Team – Client + Creative team –Strategist – Left brain oriented, logical thinker Why?? –Right strategy is as important as creativity for the success of an ad, especially in case of a product launch

Briefing Phase What?? –A clear strategy leads to an advertising brief –Its about how to create an ad that the product needs –It should have clarity and a single minded objective –It should aim at a target person –The brief must emphasize a benefit or a product plus Who?? –Creative team – Copywriter and Visualiser Why?? –For an ad to create the desired response, The right message has to be conveyed in the right way.

Creative Phase What?/ –Strategy is converted into a advertisement idea –Creativity –An understanding of the product and its benefit is needed –A thorough knowledge about the customer is very essential Who?? –Creatives : Right brained people, lateral thinkers Why?? –Creativity is what makes a different and causes retention of an ad