An advertising campaign is a series of coordinated advertisements that share a single theme or idea. Developing an effective campaign involves planning the message, choosing appropriate media, creating individual ads, and measuring the results. The process requires input from various teams within an advertising agency or company including account managers, creative teams, media planners, and researchers. Campaigns are designed to achieve specific communication and marketing goals in a cost-effective manner.
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Campaign Planning
1.
2. Definition
• An advertising campaign is a series of advertisement 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.
• “An Advertising Campaign is a series of advertisements [consumer
communications] and the activities that help produce them, which are
designed to achieve interrelated goals.”
……..Donald Parente
Origin Of Term
Fr. campagne, It. campagna - open country suited to military maneuvers
Campaign - a series of military operations with a particular objective in a war
Campaign - a series of organized planned actions with a particular purpose, as for electing a
candidate.
3. Military Campaigns
“Victory is my objective.
War is my strategy.”
Winston Churchill
The Body of Campaign Creation
• Account management (Soul)
• Creative services (Heart)
• Research and marketing services (Brains)
• Media planning (Legs)
4. TOP 10 ADVERTISING CAMPAIGNS
1. Volkswagen, "Think Small", Doyle Dane Bernbach, 1959
2. Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929
3. Marlboro, The Marlboro Man, Leo Burnett Co., 1955
4. Nike, "Just do it", Wieden & Kennedy, 1988
5. McDonald's, "You deserve a break today", Needham, Harper & Steers, 1971
6. DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948
7. Absolut Vodka, The Absolut Bottle, TBWA, 1981
8. Miller Lite beer, "Tastes great, less filling", McCann-Erickson Worldwide, 1974
9. Clairol, Does she...or doesn't she?", Foote, Cone & Belding, 1957
10. Avis, "We try harder", Doyle Dane Bernbach, 1963
Nestle Coffee – #ItAllStarts
Kitkat Dancing Babies
Fortune Oil Ghar Ka Khana
CEAT Tyres: Keeping idiots at bay
Mauka Mauka by Star Sports
Fevikwik Todo Nahi Jodo
Indian Best Ad Campaigns In Recent Times
5.
6.
7. A Campaign Outline (JWT Structure)
• J. Walter Thompson asks:
i. Where are we?
ii. Why are we there?
iii. Where could we be?
iv. How could we get there?
v. Are we getting there?
• Response:
i. Develop a situation analysis.
ii. Identify Problems.
iii. Identify Opportunities.
iv. Develop message, media, and
marketing communications strategy
and tactics.
v. Develop a plan to measure
(track) campaign effectiveness.
9. Know What You Really Want
The key to successful marketing – like many other areas of business – is knowing precisely
what you are trying to achieve. That means setting objectives.
1. Define specific goals
2. Include real figures
3. Commit to timescales
Who Buys What?
No matter what your business, it’s essential you know who your customers are and why they
come to you. You can use this knowledge to define your target audience.
Who are they?
What do they like?
10. What Makes You Unique?
Taking a look at your competitors is always illuminating. It may also help you to
define what makes you unique.
Who or what are you up against?
Think about:
• Their name and logo
• The reputation you think they have
• First impressions when you interact with them
• Breadth of product or service and how it compares to yours
• What kind of marketing you think they are doing
• The type of customers you think they attract
• What they seem to be doing better than you
• What you do better than them
• What makes you different
Learn what you can
What makes you unique? Conduct A SWOT
11. How Much Can You Afford?
Setting a marketing budget enables you to consider practical campaigns, and stops
you getting carried away with ideas that can never give you a return on investment.
Estimate the available market
Work out the possible returns
How much should you aim to make?
Be realistic about possible outcomes
Take an annual view
Consider Cashflow
How Are You Going To Reach Your Audience?
There are so many ways to reach an audience. Advertising, sponsorship, sales
promotion, direct mail, public relations, word of mouth. It’s time to decide which might
suit your campaign best.
So many choices
Start with the limitations
12. Effective Messaging
The headlines, an offer, how you describe it and any deadlines you use – can all
have a huge impact on the quality of response you get.
Remember who you are talking to
Why should anyone take notice?
One big idea
Grab attention, overcome obstacles
Think about power words
Call to Action
Build in monitoring where you can
Testing, Testing, Testing
How To Say It
The best messaging in the world won’t work if it’s presented poorly. A photocopied
message pinned to a pillar may damage your business, where a designed poster
could enhance it.
13. First impressions count
Be professional
Get design working for you
A picture tells a thousand words
Testing, testing
Quality production
Working Within The Law
The golden rule when working with any promotional materials is never knowingly
mislead the customer. Only make claims on promotional materials that you can
clearly support.
Careful what you claim
Avoiding issues
Industry rules, local rules
Leafleting, posters, on-street campaigns
Legal issues on offers and competitions
Be as clear as you can
14. How Did We Do?
Well done. You’ve done all the hard work and got a campaign out there. Now it’s time
to look at what you achieved.
How do you measure the results?
1. Did we meet the objective we set?
2. Are there measurable items like coupons, or vouchers that are directly linked to the
campaign?
3. Can I compare sales figures for the same period, year on year?
4. Have I noticed a difference in sales activity on products featured in the campaign?
5. Have I noticed a change in the type of customers I am now getting?
6. Can I see if spend per customer has changed over the period of the promotion?
7. Was there more footfall/traffic/phone calls/bookings/online visits during the period of the
campaign?
8. Did customers give any feedback on specific elements of the campaign?
9. Have we created a sustained change in business or was it a short-term success?
10. Did your campaign cost less than the value of the new business it generated?
16. Who Develops the Advertising
Campaign?
Individuals
Firm’s Advertising
Department
Advertising Agency
17. Plans & Strategies:
• Who’s going to manage all of this?
• At the client, Director of Marketing
• Responsible for Marketing
• Usually sets Marketing Objective and
Budget
• Agency is responsible for Advertising
• Good agencies seek to do this work for
their clients
• At the agency, Account Managers:
• They are the link to the client
• They develop strategy - or lead
development
• They manage the resources of the
agency
• and, very often, they write the Plans
• Agencies turn strategies into ideas
• And they turn those ideas into ads
• Creative people actually make the ads
• Copywriters and art directors
• Agencies turn plans into campaigns
• Clients and account management
determine needs and budgets
• Media departments turn budgets and
strategies into Media Plans
• To make plans and strategies work, a lot
of people have to work together.
• And that means they have to speak…
The Same Language!The Same Language!
18. Developing an Advertising Campaign
• Creating the Advertising Message
Product Features, Uses,
and Benefits
Characteristics of the
Target Audience
Advertising Campaign
Objectives and Platform
Choice of Media
Form and
Content of
Advertising
Message
19. Developing an Advertising Campaign
•Creating the Advertising Message
• Copy: the verbal portion of advertisements
• Includes headlines, subheadlines, body copy,
and signature
• Copy guidelines
• Identify a specific desire or problem
• Recommend the product as the best
way to satisfy the desire or solve
the problem
• State product benefits
• Substantiate advertising claims
• Ask the buyer to take action
20. Developing an Advertising Campaign
•Creating the Advertising Message
•Artwork
• An ad’s illustration and layout
•Illustrations
• Photos, drawings, graphs,
charts, and tables used to
spark audience interest
•Layout
• The physical arrangement of an ad’s illustration and copy
Creative
(Copy + Artwork)
21. Print Ad Layout
Indirect headlineIndirect headline
Body copyBody copy
Visual
element
Visual
element
22. Illustration
The actual drawing, painting, photography, or computer-
generated art in the ad.
Definition:
Purposes:
Attract attention of the target audience
Make the brand heroic
Communicate product features or benefits
Create a mood, feeling, or image
Stimulate reading of the body copy
Create the desired social context for the brand
Must be consistent with the copy strategy
Makes concrete the values and benefits of the brand that
may be intangible
23. How to Get a Big
Idea
Creative process:
A formal procedure for increasing productivity and
innovative output by an individual or a group
Steps
In The Creative Process
24. Design Fundamentals
The structure (and plan behind the structure) for the aesthetic and
stylistic aspects of a print advertisement.
Principles of Design
Balance Proportion
Order
Unity
Emphasis
28. Message Structure
• Order of Presentation
• Placement of information
• Primacy Effect: Info learnt first will be remembered better
• Recency Effect: Info learnt last will be remembered better
• Thus, place strong points at beginning and end of ad
• Conclusion Drawing
– Should message explicitly draw a firm conclusion or let audience draw their own
conclusion?
– Explicit conclusion -- more easily understood; enhances attitude
– Effectiveness depends on:
• Education of target audience
• Complexity of issue/topic
• Immediate action or delayed effect?
29. • Benefits of non-conclusion drawing
• Reinforces message
• More memorable
Two-sided ads
• Good and bad points are presented
• Highlight important attributes (strong in) and not-so-important attributes
(weak in)
• More credible & informative
Most effective when:
(a) Audience is intelligent
(b) Initial opinion on the issue is negative
BIBA #ChangeIsBeautiful
30. Left – Right Brain Ads
• “Left brain” advertisement
Logical, rational side of brain
Manages numbers, letters, words, and concepts
Rational appeal
• “Right-brain” advertisement
Emotional side of brain
Manages abstract ideas, images, and feelings
Emotional appeal
31. Creative Brief - Del Monte
• The Objective – increase awareness of the smaller-size cans with pull-top lid.
• Target Audience – senior citizens, especially those that live alone and suffer
from arthritis.
• Message Theme – the new cans not only contain a smaller portion but are
easier to open.
• Support – 30¢ intro coupon to encourage usage.
• Constraints – copyright logo, toll free #, Web site, legal requirements of a
coupon, and what is meant by a small serving.
33. Copywriting:
The Language of Advertising
• Four types of ads in which words are crucial
1. If the message is complicated
2. If the ad is for a high-involvement product
3. Information that needs definition and explanation
4. If a message tries to convey abstract qualities
• Copywriter
• The person who shapes and sculpts the words in an ad
34. Copywriting for Print
• Display copy
• Elements readers see in their
initial scanning
• Body copy
• Elements that are designed to be
read and absorbed
The Headline
• Key element in print advertising
• Conveys the main message
• Works with the visual to get
attention and communicate
creative concept
• Captions
• Have the second-highest readership and serve an information function
• Subheads
• Sectional headlines used to break up a large block of copy
• Taglines
• Short, catchy, memorable phrases used at the end of an ad to complete the
creative idea
35.
36. How to Write Radio Copy
• Must be simple enough for consumers to grasp, but intriguing
enough to prevent them from switching the station
• Ability of the listener to remember facts is difficult
• Theater of the mind
• The story is visualized in the listener’s imagination
How to Write Television Copy
• Moving action makes television so much more engaging than print
• The challenge is to fuse the images with the words to present a
creative concept and a story
• Storytelling is one way copywriters can present action in a television
commercial more powerfully than in other media
37. Tools of Television Copywriting
• Video
• Audio
• Voice-over
• Off camera
• Other TV Tools
• The copywriter must describe
all of these in the TV script
Talent
• Announcers
• Spokespersons
• Character types
• Celebrities
38. Planning the TV Commercial
• What’s the Big Idea
• What’s the benefit
• How can you turn that benefit into a visual element
• Gain the viewer’s interest
• Focus on a key visual
• Be single minded
• Observe rules of good editing
• Try to show the product
39. Production Stages for TV Commercia
PreproductionPreproduction All work before actual shooting, recordingAll work before actual shooting, recording
ProductionProduction Period of filming, taping, or recordingPeriod of filming, taping, or recording
PostproductionPostproduction Work after spot is filmed or recordedWork after spot is filmed or recorded
40. Preproduction Tasks
Select a directorSelect a director
Cost estimation
and timing
Cost estimation
and timing
Choose
production
company
Choose
production
company
BiddingBidding
Preproduction
meeting
Preproduction
meeting
Production
timetable
Production
timetable
PreproductionPreproduction
43. Copywriting in a Global Environme
• Language affects the creation of the advertising
• Standardizing copy content by translating the appeal into the
language of the foreign market is dangerous
• Use bilingual copywriters who can capture the essence of the
message in the second language
• Back translation
44. The Power Idea
Describable in
a simple word
or phrase
Describable in
a simple word
or phrase
Likely to
attract the
prospect’s
attention
Likely to
attract the
prospect’s
attention
Lets
prospects
vividly
experience
the goods
Lets
prospects
vividly
experience
the goods
Revolves
around the
clinching
benefit
Revolves
around the
clinching
benefit
Allows you to brand
the advertising
Allows you to brand
the advertising
46. Wallas’ Creative Process Model
Incubation
Setting Problem
Aside
Preparation
Gathering
Information
The
Creative
Process
47. Selecting and Scheduling Media
• Media planning involves
decisions on:
• Media class (television,
magazines)
• Media vehicles (specific TV
programs, specific
magazines)
• Media schedules
(frequency, timing of ads)
48. • Planning and coordination
• Implementation
•Detailed scheduling of campaign phases
•Evaluation and
corrective action as
necessary to make
the campaign more
effective
Executing the Campaign
49. The Unique Selling Proposition (USP
Buy this
product/service
and you get
this benefit or
reward
Buy this
product/service
and you get
this benefit or
reward
Must be unique
to this brand or
claim;
something rivals
can't or don't
offer
Must be unique
to this brand or
claim;
something rivals
can't or don't
offer
UniqueUniqueBenefitBenefit
Unique Selling PropositionUnique Selling Proposition
Promise must
be strong
enough or
attractive
enough to
move people
Promise must
be strong
enough or
attractive
enough to
move people
PotentPotent
It’s all about Highlighting your ….
50. Vs Publicity
•A news story type of communication transmitted
through a mass medium at no charge
• News release
• A short piece of copy publicizing an event or a product
• Feature article
• A manuscript of up to 3,000 words prepared for a specific
publication
• Captioned photograph
• A photo with a brief description of its contents
• Press conference
• A meeting used to announce major news events
Notes de l'éditeur
Relation to textThis slide relates to material on pps. 300-302 of the text, and Exhibit 9-23.
Summary OverviewThis slide displays an ad for the Volkswagen Jetta, which uses an indirect headline to encourage consumers to read the body copy. The visual element is the picture of the car itself, cleverly shot from the back to highlight the trunk, with ties in with the “Junk in the trunk” headline. The goal is to get the customer to read the body copy, in order to find out what is in the trunk.
Use of this slideUse this slide to point out ad composition and the use and tie-in of an indirect headline.
Relation to textThis slide relates to material on page 303 of the text.
Summary OverviewTV is a unique and powerful advertising medium because it contains the elements of sight, motion, and sound, which can be combined in a variety of ways. Unlike print, the viewer does not control the rate at which the message is presented, so there is no opportunity to review points of interest or reread things that were not clear.
As with any form of advertising, the first goals in creating TV commercials is to get viewers’ attention, and then hold it. It is important that the video and audio work together to create the right impact and communicate the advertiser’s message.
The video elements are what is seen on the screen, including the product, the presenter, action sequences, demonstrations, and the like.
The audio portion includes voices, music, and sound effects.
Use of this slideUse this slide to point out the interactive elements that must be considered when creating a television commericial.
Relation to textThis slide relates to material on pp. 306-307 and Figure 9-4 of the text.
Summary OverviewOnce the storyboard or animatic of a commercial is approved by the client, the next step is production. This slide outlines the three stages of the production process:
Preproduction – all work that must be done before the actual shooting of the commercial
Production – filming or videotaping of the commercial
Postproduction – activities that occur after the commercial is recorded such as editing, audio/video mixing and duplicating
Use of this slideThis slide can be used to introduce the production process of creating television commercials. Details of the activities at each stage are shown on subsequent slides.
Relation to textThis slide relates to material on pp. 306-307 and Figure 9-4 of the text.
Summary OverviewThis slide summarizes the various tasks to be completed in the preproduction phase of the overall production process. These tasks include:
Selecting a director
Choosing a production company
Bidding process
Cost estimation and timing
Developing a production timetable
Casting
Set construction and/or selection
Use of slideThis slide can be used to discuss the many tasks to be completed during the preproduction stage of the overall production process. It is important that these tasks be completed and approved by the client before production begins.
Relation to textThis slide relates to material on pp. 306-307 and Figure 9-4 of the text.
Summary OverviewThis slide summarizes the tasks to be completed in the production phase of the overall production process. These tasks are:
Decision regarding where to shoot – location or set
Timing of shoots – night, weekends
Talent arrangements
Use of this slideThis slide can be used to discuss tasks to be completed during the production stage of the commercial development process.
Relation to textThis slide relates to material on p. 290 and Figure 9-4 of the text.
Summary OverviewThis slide summarizes the tasks to be completed in the postproduction phase of the overall production process. Use of the slideThis slide can be used to discuss tasks to be completed during the postproduction stage of the overall production process. These are the final activities to be completed prior to the release of the commercial.
Relation to textThis slide relates to material on p. 258-259 of the text.
Summary OverviewThis slide shows a clever ad used to introduce the new Cool Green Apple flavor of Wrigley’s extra, which is the leading brand of sugar free gum. In recent years, Wrigley has taken a more dynamic approach to its marketing by introducing new products and using an edgier, creative approach to its ads.
Use of this slideThis slide can be used as a lead-in for a discussion on the debate over creative vs. conservative advertising. Not all companies or agencies agree that advertising has to be risky to be effective. The bottom line is: Does it sell?
Relation to textThis slide relates to material on pp. 260-261 of the text.
Summary OverviewThis slide shows another approach to the creative process, which was developed by English sociologist Graham Wallas.
Use of this slideLike the previous slide, this one can be used to discuss how the development of creative ideas is really a process, which involves a series of steps.
![Definition
• An advertising campaign is a series of advertisement 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.
• “An Advertising Campaign is a series of advertisements [consumer
communications] and the activities that help produce them, which are
designed to achieve interrelated goals.”
……..Donald Parente
Origin Of Term
Fr. campagne, It. campagna - open country suited to military maneuvers
Campaign - a series of military operations with a particular objective in a war
Campaign - a series of organized planned actions with a particular purpose, as for electing a
candidate.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)