1. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Chapter Number Twelve
Chapter Name Planning the Advertising Campaign
Modular:
Afjal Hossain
Assistant Professor
Department of Marketing
Patuakhali Science & Technology University
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

2. How do we know that Advertising is effective?
Case History: Dove Deodorant
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

3. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
(New) Dove Deodorant Moisturizing cream Soothes and beautifies the underarms.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

4. Dove Deodorant Communication Goals
Be recognized as the best brand at caring for the look and feel of underarm skin
Become the beauty icon in the deodorant market through focusing on improving the look of underarm skin
Ensure that perceived efficacy remains at parity with the market average
Source: Euro Effie Awards Case History, 2009
Tom Duncan “Principles of Advertising and IMC” 2nd ed. 4

5. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
People have to “learn”
Benchmark Survey
(pre-wave)
Wave 1 Survey
(post-wave)
“leaves underarm skin soft and smooth” X%
X+%
“helps me cope with the problems of shaving” Y%
Y+%
Tom Duncan “Principles of Advertising and IMC” 2nd ed. 5

6. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Ads “teach.”
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

7. Planning an advertising campaign
Imagine that you are the product manager responsible for launching Vegetale in your organisation’s Northern European sales territory.
It is a new, vegetable-based, high-protein food that is being positioned as an attractive alternative to meat.
How would you develop an advertising campaign, as the product moves from the development stage to its initial launch in this market?
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

8. Planning an Advertising Campaign
Planning an advertising campaign or Structuring the communication mix include 6 steps:
Identify the target audience.
Determine the response sought.
Choose the message.
Choose the channel.
Select the source’s attributes.
Collect feedback.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

9. Planning an Advertising Campaign (continued)
Identify the target audience.
Decide whom the message is for.
Determine the response sought.
What would the marketer like the audience to do after they get the message?
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

10. Planning an Advertising Campaign (continued)
Choose the message.
Write the copy, or produce the appropriate image.
4. Choose the channel.
Decide the most appropriate medium (i.e. TV, radio, or other medium) is most appealing to the audience.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

11. Planning an Advertising Campaign (continued)
Select the source’s attributes.
Decide what it is about the product or company that needs to be communicated.
Collect feedback.
Carry out market research to monitor how effective the promotion was.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

12. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
CAMPAIGN MANAGEMENT
There are 5 steps to manage the advertising campaign:
Communication Market Analysis
Communication Objectives
Communication Budget
Media Selection
Creative Brief
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

13. CAMPAIGN MANAGEMENT (continued)
Communication Market Analysis
Competitive Analysis
Opportunity Analysis
Target Market Analysis (proposed client base)
Customer Analysis (current client base)
Positioning Analysis (current and intended perception review)
Media Usage Analysis (target market and related competitive media employed)
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

14. CAMPAIGN MANAGEMENT (continued)
Communication Objectives
Define Advertising Goals
E.g.:
Building Brand Image
Informing
Persuading
Encourage Action
Integration of other marketing efforts
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

15. CAMPAIGN MANAGEMENT (continued)
Communication Budget
Budget Allocation based on objectives
Looking at Reach/Frequency and Timing
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

16. CAMPAIGN MANAGEMENT (continued)
Media Selection
Strategic and Tactical decisions:
Message refinement
Advert design & development (can be long process)
Media tools and Media spot buys
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

17. CAMPAIGN MANAGEMENT (continued)
Creative Brief
Objective
Target Audience
Message Theme
Support (evidence)
Constraints (legal, regulatory, physics-reality)
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

18. Some popular advertising formats
Slice of Life
This traditional format has been commonly used on television adverts for fast-moving consumer goods and domestic appliances such as washing machines.
Humorous
Visual and verbal humour which is used for all kinds of products.
Aspirational
Imagery is used, either to enhance a brand identity, or to suggest that consumers can obtain some element of fantasy lifestyle by purchasing the product.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

19. Some popular advertising formats (continued)
Endorsement
The receiver is given an assurance regarding the message, because it is delivered by someone that they know or trust.
Demonstration
It is effective for introducing novel products or ones that are difficult to understand.
Postmodern
Bizarre and self-parodying adverts where the promotional message appears obscure, if not unintelligible.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

20. An example of a Postmodern Advertising
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

21. Measured Advertising Dollars (2004) for Selected Fast Food Brands
Source: “The Top 200 Megabrands”, Advertising Age. July 18, Accessed August 7, 2005.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

22. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

23. Types of Advertising Campaign: By Target Audience
Trade Advertising
Consumer Advertising
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

24. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Trade Advertising
The trade consist of enterprising business people
For distributor, wholesaler and retailer
They are concerned only to know if these qualities will make the product saleable to their end-customers and earn themselves income and profit
Contents of trade advertising are the promotional support that is planned in terms of launch advertising
Include planned sales promotion schemes to encourage customers and consumers to try and buy the product
Incentives for the retailers might also be included
Trade advertising also states the point-of-sale (POS) and display material available as well as any in-store demonstration that are planned
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

25. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Advertising
Generic Advertising
Product Advertising
Brand Advertising
Range Advertising
Corporate Advertising
Retail Advertising
Co-operative Advertising
Direct-Response Advertising
Public-Service Advertising
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

26. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Advertising (continued)
Generic Advertising
Generic advertising means advertising a product type rather than a brand and is usually undertaken by a trade association or consortium of manufacturers and supplier.
Does not promote a particular supplier but promotes the overall benefits and advantages of the product type.
Ex: Got Milk?
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

27. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

28. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

29. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Advertising (continued)
Product Advertising
Concentrates on promoting the benefits and advantages of the product, such as the price, value and performance
Ex: Watch, Telcom Powder, etc
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

30. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

31. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

32. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Advertising (continued)
Brand Advertising
The emphasis of brand advertising is on the brand name, with sometimes little or no reference to the product.
The essence of brand advertising is usually image building for the total product offering-developing that feeling of goodwill between the branded product or brand name and the customer.
Ex: Nike, Pepsi.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

33. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

34. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

35. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

36. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Advertising (continued)
Range Advertising
Promote complete range of products
Range are frequently promoted in a single commercial or advertisement
Eg: Akij Group, Unilever, Rackiit Bankitzer.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

37. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Advertising (continued)
Corporate Advertising
Promotes the company not the individual products
Also used for financial advertising to re-assure existing shareholders, launch a company on the stock exchange or attract new investors
Ex: Warid Telecom.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

38. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Advertising (continued)
6. Retail Advertising
The message may be based on what brands and products they have or the range of goods that they can offer, though it may also include additional benefits like a convenient location, free parking, late-night opening or even a restaurant/coffee shop
Ex: Carrefour, Electronic city, etc
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

39. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Advertising (continued)
Co-operative Advertising
The message is relative simple-for a limited period, this brand/ product/ model pack is available only at this outlet at a special offer price or with a gift
Eg: Credit card BCA-Starbucks, XL-Blackberry, etc
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

40. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Advertising (continued)
Direct-Response Advertising
Direct advertising is advertising to customer who deal with the manufacturer or supplier without intermediate wholesalers and retailers
Ex: TV Media
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

41. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

42. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Consumer Advertising (continued)
Public-Service Advertising
A public service Advertising (PSA) or community service announcement (CSA) is a non-commercial advertisement, typically on radio or television, broadcast for the public.
The main concept is to modify public attitudes by raising awareness about specific issues.
Ex: Smoking, AIDS etc.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

43. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

44. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

45. Tom Duncan “Principles of Advertising and IMC” 2nd ed.
Questions?
Tom Duncan “Principles of Advertising and IMC” 2nd ed.

46. Thank You … For staying with me …
Tom Duncan “Principles of Advertising and IMC” 2nd ed.