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ADVERTISING MANAGEMENT
Lecture 2
CAMPAIGN MANAGEMENT
Although the quality of the product is critical, the company who wins the
marketing game generally will capture the larger share of the market.
SALES SCHOOL
COMMUNICATION SCHOOL
ADVERTISING CAMPAIGN
An advertising campaign is a series of messages that share a single
idea and theme which make up an Integrated marketing Communication
(IMC). Advertising campaigns appear in different media across a specific
time frame.
ADVERTISING CAMPAIGN
Coordinated series of linked advertisements (broadcast
usually through several media channels) that may last from a
few weeks and months to years.
ADVERTISING CAMPAIGN
An advertising campaign is a specific course of action designed to
advertise a company, cause, or product that employs coordinated series
of marketing tools in order to reach the target audience.
Both print and electronic media are often used to generate attention and
enthusiasm for the subject of the campaign. In the modern era electronic
media refers to television and radio broadcasts, and includes online
banner ads, text messaging, and email advertisements.
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ADVERTISING CAMPAIGN
PRINT MEDIA: Advertisements placed in newspapers and magazines are
a time-honored method of reaching the target audience.
In order to ensure that the desired consumers are reached, the print
advertisements will often appear in print media that is geared toward
those consumers.
ADVERTISING CAMPAIGN
Many companies design advertising campaigns to current clients that rely
on NEWER tools as text messaging or email advertising.
Resources: Can be organised in many different ways and the people you
are seeking to change can be influenced in many different ways.
Your campaign may not succeed or have the impact you desire if you
haven’t given sufficient thought to planning
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CAMPAIGN CYCLE
Campaigns are viewed cyclically. Campaign planning is better
understood using the Campaign Cycle concept
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DAGMAR APPROACH
UNAWARE
AWARE
ACTION
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The third step is the attitude (or conviction) step. The action phase
involves some move by the buyer such as trying a brand for the
first time, visiting a showroom, or requesting information.
e.g. Increase awareness of our store from the current level of 20%
to 30%
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E.G. Increase awareness of our store from the current level of 20%
to 30% among the owner of product X within the next six months.
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AWARENESS:
Awareness
Create
Build awareness association of
quickly. awareness of
LOW
product with
product class
need
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Conviction
Buyers are convinced that a particular product in the class should be tried at the
next opportunity. To do this, audience’s beliefs about the product have to be
moulded and this is often done through messages that demonstrate the
product’s superiority over a rival
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-HAMARA BAJAJ
-YMCA FOR RELIANCE 3G
-TIC TAC
MEDIA STRATEGY
Identify your target audience AND then find the best media, at
the best time, to reach them.
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