ADVERTISING CAMPAIGN

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When a national advertiser plans an advertising campaign, he must keep in his mind the different requirements of the campaign which are as follows:-

v    Analyzing the market

v    Determining advertising objectives

v    Establishing the budgetary an control systems

v    Developing advertising strategy

 PLANNING AN ADVERTISING CAMPAIGN

The first step in preparing an advertising campaign is to target the right market and select the media which offers access to that market. The next step is to create and place foundation advertising which announces to the greatest number of people that your product exists and what place it occupies in the market. Is it the biggest?, the best?, the least expensive? This becomes the product's positioning statement and your selling proposition. It is vital to your ultimate success to reach the greatest number of people in the shortest period of time during your foundation advertising. You will probably want to use full page ads and lots of color for print and sixty second prime time for broadcast if the budget permits. Once the identity of your product has claimed a high level of recognition in the market, it is time to begin developing market share. While foundation advertising won't return many leads, analysis of those which are received will indicate the most likely targets for concentration. When response to foundation advertising is unexpectedly low or non-existent, it is often prudent to place a few maintenance ads to test the market and more accurately pinpoint your targets. This provides the added bonus of a few extra leads and a replenishment of working capital after a period of heavy advertising expenditures.  

PREPARATION AND PLACEMENT

The next phase of cumulative response advertising is the preparation and placement of developmental or sales builder advertising. Rather that stating the selling proposition, these ads target on key decision makers, relate to their needs or key buying motivations and offer the features and benefits of your products to satisfy those needs. For targets where the key buying motivation is broad based, the ads are usually large, four color process. In situations where the target is less than 10% of audience, optimum space (1/2 or 1/3 page) black and white ads are used. While the level of response is somewhat higher from developmental advertising than foundation advertising, the primary purpose is long-term recognition of product benefits within the target audience. The response can again be used to further refine and target the next phase of advertising; Maintenance Advertising.

GETTING YOUR GOAL

By the time your advertising strategy enters the maintenance phase, your the product will have developed real and potential markets. All that is required to turn an individual from the real market into a customer is the information necessary to make a purchase decision. This is information such as application, price or availability. Since the real market already has a requirement for your product, there is no need to run a full page ad or run color. In fact, a quarter page black and white will draw your real market 75% as well as a four color process two page spread at 20% of the cost for space and color. Frequency and coverage are the elements for success in maintenance advertising. It is important to cover your markets horizontally and vertically in all industry, product, special interest, consumer and key decision maker media which will reach a portion of your market. Monitoring the costs and response ratios in each market segment will enable you to evaluate the effectiveness of your advertising strategy6 and plan additional advertising to strengthen in weak markets or budget reductions in areas of excessive demand. Disparity between maintenance response and sales also permits manufacturers to measure dealer sales effectiveness in geographic markets. Helping businesses implement their marketing plans through advertising, planting the seeds of information in their markets and spreading enough fertilizer to ensure a bountiful harvest is the business of advertising and the commitment that WS&A.offers its clients. It is not enough, however, for your planning organization alone to understand the concepts and development of campaigns.

FACTORS INFLUENCING THE CAMPAIGN PLANNING

Many factors influence the planning of the advertising campaign. These factors are included in planning of the overall marketing programme and are carefully studied as fundamentals of campaign planning for advertisement. Following are the most important factors influencing the campaign planning:-

§     The organization and its reputation.

§     The product and types of the product.

§     The market

§     The competition

§     The price

§     The channels of distribution

§     The sales force

§     The budget

§     The advertising theme

§     The media

§     The advertising schedule

§     The dealer programme

§     Coordination of all phases of the programme

ELEMENTS OF A SUCCESSFUL ADVERTISING CAMPAIGN

§     Feeling of urgency for the buyer

§     List of benefits

Told customer what to do

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