Developing an Advertising Campaign

Integrated marketing...incorporate w/ sales promotions, and other communications

tools.

Video...development of an ad within a campaign

Designing a series of advertisements and placing them in various advertising media to

reach a particular target market. Seven steps.

1. Identify and Analyze the Advertising Target.

The group of people for which the advertisement is aimed at, may direct
campaign at only a portion of the target market.

Research and analyze advertising targets to establish an information base for a

campaign. Generally increase advertisers knowledge about their target--the
more effective the campaign.

David Ogilvy Award focuses on rewarding research in advertising: 1994

finalists:

o Nabisco's Oreo Cookie campaign, nostalgic feeling re: cookies, slogan

"Unlock the magic!"....Winner!!
o AT&T "You will campaign", customers did not feel AT&T was
innovative
o Goodyear, Aquatred ads, customer concerns were related to tires traction
ability in the wet.

2. Defining Objectives.

What the firm hopes to accomplish from the campaign, should be clear, precise
and measurable, can help measure the success at the end of the campaign. Use a
benchmark.
At what stage are the target market in the Product Adoption Process. What are
the goals of the campaign...to increase purchases, to generate traffic in the retail
store etc.

Demand oriented objectives vs. image oriented objectives

Increase product/brand awareness
Change consumer attitudes...reposition product
Increase customer knowledge of product features

3. Determine the Advertising Appropriation

 Total amount of money that a marketer allocates for advertising in a specific
period.

o Objective and Task Approach determine the objectives, then list the
tasks needed to achieve the objectives.
o Percent of Sales Approach Sales create marketing?! What happens when
the products sales are declining.
o Competition Matching Approach Other companies have different
advertising objectives.
o Arbitrary Approach determined by high level executives, Delaware
MBA Program

4. Creating an Advertising Message

A function of the product's features, uses and benefits.

Must be aware of the characteristics of target market, different message to
different target market.
Dependant on objective of the campaign.
Can use a Spokesperson. Celebrities 1993 ranked:

1. Cindy Crawford...Pepsi Cola, Revlon

2. Candice Bergen...Sprint (1/3 believe either AT&T or MCI ;)...don't want
the personality to overwhelm the brand)
3. Bill Cosby...Jello

Sports:

4. Michael Jordon, 6th time in 7 years

Components of the advert:

o Headline
o Illustrations
o SubHeadline
o BodyCopy
o Signature

Copy verbal portion of the advert. Includes all aspects except the illustrations.
Attempts to move the reader through:

10. Awareness
11. Interest
12. Desire
13. Action

Headline--should attract readers attention, make readers want to read the copy.
5. Developing a Media Plan

Sets forth the exact media vehicles to be used and dates and times of ads.
Effectiveness of plan determines how many people in the advertiser's target
will be exposed to the message. Need to select the media to be used and dates
and times ads appear.

Primary goal--reach the highest # of people (within the advertiser's target) per $
spent. Achieve the appropriate message reach and frequency for the target
audience while staying within the budget.

Various Media

o TV Channels/programs, Baseball = male 18-49 Academy awards =

female 18-49
o Sponsor cable channels, Reebok with Cable Health Club "Reebok
University"
o Radio, Becoming more segmented, also allowed to own 2 FM stations in
one area.
o Magazines, Lead time considerations, also pass along rate, subscription
plus news agent sales.
o Newspapers, Local vs. national
o Direct Mail, Evolution of Database marketing, able to narrowly target
with DM.
o Outdoor, Billboards Atlanta is most billboard per capita city,
Transit...City Buses, Blimps...At Events
o Placed-Based, Schools, also sponsor educational programs,
Supermarkets, Health Clubs, Dining Halls. Intrusive..."Only go where
you are wanted!!". Target market is known...not assumed.
o Electronic, WWW, Compuserve et al.

Need to select general media, IE Newspapers, then subclass, IE Philadelphia

Inquirer.

Look at location and demographics of advertisers target, use media that appeals
to this group.
Content of message to present affects the choice of media.
Cost of media, use cost comparison indicator-within specific media (IE
between two magazines), CPM "cost per thousand" for magazines.
-cost, total cost; per reader/viewer cost
-reach, #viewers/readers in the audience, print media includes circulation and
pass on, more for magazines than newspapers
-waste, portion of marketer's audience that are not in the target market
-frequency, how often can the medium be used/changed, i.e., TV radio hourly,
newspapers daily, Yellow pages yearly.
-message performance, number of exposures each advertisement generates and
how long it remains available to the audience; outdoor ads, many
exposures/message, magazines retained for a long period of time.
 -clutter, # of advertisements contained in a single program/issue of a medium.
TV ads moving to 15 secs. each is increasing clutter. Some moving to 2
minutes...or even 5, especially if there is a complex
message...telecommunications...cars maybe!!
Primetime:

o CBS 13mins 52 secs of non programming time

o ABC 13mins 24 secs
o Daytime 8-19 mins
o ESPN 13mins 28 secs
o Discovery 15mins 20 secs
6. Executing the Campaign

Requires extensive planning and coordination. Advertising

Agencies, production costs, research organizations, media firms, printers,
photographers, and commercial artists etc. Detailed schedules are needed to
insure everything is accomplished on time. (video)

7. Evaluating the effectiveness of the campaign

Measure the achievement of the objectives, assessing the effectiveness of the

copy etc., and the media.

Typical consumer is bombarded with about 300 advertising messages/day,

109,500 per year. 80% of people cannot remember a typical ad one day after
seeing it. NEED CREATIVITY!?!?
Pretests before campaign, use a consumer jury.
During the campaign, "inquiries"-coupons numbered.
Posttests after the campaign, use consumer surveys to measure the change in
communication objectives, change in sales or market share. Cannot be precise
due to the environment.
Use recognition tests to determine the degree to which consumers recognize
advertisements.
Recall evaluation, consumers are asked what they have seen lately. Aided or
unaided.

Handout...Loved the Ad. May (or May Not)...

Since there is no direct feedback loop, it is hard to determine the effectiveness

of an advertising campaign. Many other factors affect sales.