Understanding Advertising Campaign Planning and Execution

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PLANNING ADVERTISING
CAMPAIGNS
 
THE CREATIVE BRIEF
 
A document that is given to the creative team to help in
their planning of the message execution
A creative brief includes the information such as
i.
Product information
ii.
Target audience
iii.
Ad theme
iv.
Key message
v.
Advertising objectives
vi.
Developing brand personality
vii.
Media mix
 
Creative brief is decided by advertising objectives
 
Launching of a new product
Increasing sale of existing product
Covering new market segmentation
Testing the market
Influencing consumer attitude
New use of the existing product
Increasing frequency of use of the product
Winning over new customers
Improving packaging
Changing brand image
 
Elements of creative brief
 
Problem
Target audience
Brand positioning
Brand imperatives
Communication objectives
Consumer insight
Selling idea
Supportive
Creative direction
Media imperatives
 
DAGMAR
 
Defining advertising goals for measured advertising
results
Russell Cooley in the year 1961
Under the DAGMAR approach an advertising goal
involves a communication task i.e. specific and
measurable.
DAGMAR is the model of the purchase process beginning
it involves the following steps
 Awareness
Comprehension
Conviction
Action
 
Objectives of DAGMAR
 
Communication task
 
Specific task
Written goals
Measurable task
Benchmark
Target audience
Time period
 
Merits of DAGMAR
 
Facilitates sound ad planning
Ensures effective communication
Improves understanding
Reduces subjectivity
 
ADVERTISING BUDGET
 
FACTORS AFFECTING DETERMINATION OF AD BUDGET
1.
Organisational objectives
2.
Degree of market competition
3.
Stages in product life cycle
4.
Size of the market
5.
Type of the product
6.
Availability of finance
7.
Media used
8.
Size of the company
9.
Frequency of advertisement
10.
Quality of advertising campaign
 
METHODS OF SETTING AD BUDGET
 
METHODS OF PREPARING AD BUDGET
 
MEDIA PLANNING
 
Media planning is the process for determining for the
most cost effective  mix of media for achieving a set of
media objectives
Its basic purpose is to select the right media in order to
reach the right audience so as to have a desired response
COMPONENTS OF MEDIA PLANNING
1.
Marketing analysis
2.
Advertising analysis
3.
Media strategy
4.
Media schedule
 
NEED AND IMPORTANCE OF MEDIA
PLANNING
 
1.
Growth of media
2.
Selection of media
3.
Promotion of sales
4.
Providing supplements
5.
Suitability
6.
Avoiding waste
7.
Advising client
 
STEPS IN MEDIA PLANNING
 
1.
Deciding the target market for advertising
2.
Deciding the advertising message
3.
Matching media with the target group
4.
Selecting the media ( foll factors will be considered)
Target audience
Product
Cost
Message
 
 
5) Selecting specific media vehicle
6) Deciding media schedule
Nature of product
Nature of sales
Position of product life cycle
Nature and extent of competition
Availability of funds
7) Implementation of media plan
8) Evaluation and follow up
 
MEDIA BUYING
 
Media buying is booking time and space in media
In media buying, contact will be established with the
media, suitable negotiations will be made and time
and space will be purchased for advertising
STEPS IN MEDIA BUYING:
 Selection
Approval of the client
Contact with media
Finalise plan
Finalise rates
 
 
Finalise premium position
Negotiations
Supply materials
Monitor advertisement
Payment
 
FACTORS TO BE CONSIDERED BEFORE
SELECTING A MEDIA
 
1.
Nature of Product
2.
Target market
3.
Media circulation and geographical coverage
4.
Media cost
5.
Media flexibility
6.
Media life
7.
Media availability
8.
Media restrictions
9.
Media image
10.
Advertising objectives
11.
Advertising budget
12.
Position of competitors
 
Media scheduling strategies
 
It relates to the timing of media insertions within a
specific period. Important media scheduling strategies
are
1.
Bursting strategy ( heavy during a particular period)
2.
Burst-Hiatus-Flights( Heavy advt followed by no adv)
3.
Flight strategy( distributed throughout with periodic 2)
4.
Pulsing strategy ( Regular adv + low adv for a short per)
5.
Seasonal strategy ( adv only during seasons)
6.
Teaser step-up ( low when season starts and then picks)
7.
Step down ( high when season starts  then step down)
8.
Steady Strategy ( fixed amt every month)
9.
Alternating strategy ( adv every alt month)
 
Product and Slogans
 
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Dive into the world of advertising campaigns through insightful information on creative briefs, elements, DAGMAR approach, and budget factors. Learn about the critical role of the creative brief in guiding the message execution process, the objectives and steps of DAGMAR for setting advertising goals, and the factors influencing advertising budget determination. Enhance your understanding of advertising strategies and tools to create effective campaigns.


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  1. PLANNING ADVERTISING CAMPAIGNS

  2. THE CREATIVE BRIEF A document that is given to the creative team to help in their planning of the message execution A creative brief includes the information such as Product information Target audience iii. Ad theme iv. Key message Advertising objectives vi. Developing brand personality vii. Media mix i. ii. v.

  3. Creative brief is decided by advertising objectives Launching of a new product Increasing sale of existing product Covering new market segmentation Testing the market Influencing consumer attitude New use of the existing product Increasing frequency of use of the product Winning over new customers Improving packaging Changing brand image

  4. Elements of creative brief Problem Target audience Brand positioning Brand imperatives Communication objectives Consumer insight Selling idea Supportive Creative direction Media imperatives

  5. DAGMAR Defining advertising goals for measured advertising results Russell Cooley in the year 1961 Under the DAGMAR approach an advertising goal involves a communication task i.e. specific and measurable. DAGMAR is the model of the purchase process beginning it involves the following steps Awareness Comprehension Conviction Action

  6. Objectives of DAGMAR Communication task Unaware Aware Comprehension Attitude Action

  7. Specific task Written goals Measurable task Benchmark Target audience Time period

  8. Merits of DAGMAR Facilitates sound ad planning Ensures effective communication Improves understanding Reduces subjectivity

  9. ADVERTISING BUDGET FACTORS AFFECTING DETERMINATION OF AD BUDGET Organisational objectives Degree of market competition Stages in product life cycle Size of the market Type of the product Availability of finance Media used Size of the company Frequency of advertisement 10. Quality of advertising campaign 1. 2. 3. 4. 5. 6. 7. 8. 9.

  10. METHODS OF SETTING AD BUDGET METHODS OF PREPARING AD BUDGET FIXED GUIDELINES METHOD TASK METHOD SUBJECTIVE METHOD Percentage of sales method Deciding the ad objective Arbitrary method Units of sales method Preparing ad plan Affordable amount method Competitors expenditure method Collecting the necessary finance Market share method Executing ad plan

  11. MEDIA PLANNING Media planning is the process for determining for the most cost effective mix of media for achieving a set of media objectives Its basic purpose is to select the right media in order to reach the right audience so as to have a desired response COMPONENTS OF MEDIA PLANNING Marketing analysis Advertising analysis Media strategy Media schedule 1. 2. 3. 4.

  12. NEED AND IMPORTANCE OF MEDIA PLANNING Growth of media 1. 2. Selection of media 3. Promotion of sales 4. Providing supplements 5. Suitability 6. Avoiding waste 7. Advising client

  13. STEPS IN MEDIA PLANNING Deciding the target market for advertising 1. 2. Deciding the advertising message 3. Matching media with the target group 4. Selecting the media ( foll factors will be considered) Target audience Product Cost Message

  14. 5) Selecting specific media vehicle 6) Deciding media schedule Nature of product Nature of sales Position of product life cycle Nature and extent of competition Availability of funds 7) Implementation of media plan 8) Evaluation and follow up

  15. MEDIA BUYING Media buying is booking time and space in media In media buying, contact will be established with the media, suitable negotiations will be made and time and space will be purchased for advertising STEPS IN MEDIA BUYING: Selection Approval of the client Contact with media Finalise plan Finalise rates

  16. Finalise premium position Negotiations Supply materials Monitor advertisement Payment

  17. FACTORS TO BE CONSIDERED BEFORE SELECTING A MEDIA Nature of Product Target market Media circulation and geographical coverage Media cost Media flexibility Media life Media availability Media restrictions Media image 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Advertising objectives 11. Advertising budget 12. Position of competitors

  18. Media scheduling strategies It relates to the timing of media insertions within a specific period. Important media scheduling strategies are 1. Bursting strategy ( heavy during a particular period) 2. Burst-Hiatus-Flights( Heavy advt followed by no adv) 3. Flight strategy( distributed throughout with periodic 2) 4. Pulsing strategy ( Regular adv + low adv for a short per) 5. Seasonal strategy ( adv only during seasons) 6. Teaser step-up ( low when season starts and then picks) 7. Step down ( high when season starts then step down) 8. Steady Strategy ( fixed amt every month) 9. Alternating strategy ( adv every alt month)

  19. Product and Slogans Product Amul Pepsi Thums Up Surf Tata Safari Asian Paints Frooti Polo Airtel Kingfisher Slogan The taste of India Yehi hain right choice baby Taste The Thunder Daag Acche hain Reclaim Your Life Har Ghar Kuchch Kahta hein Fresh N Juicy The mint with a hole Express Yourself The King of Good Times

  20. ????????????????????

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