Chapter Number Twelve Chapter Name Planning the Advertising Campaign

Chapter Number TwelveChapter Name Planning the Advertising Campaign

1Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Modular:Afjal Hossain

Assistant ProfessorDepartment of Marketing

Patuakhali Science & Technology University

How do we know that Advertising is effective?

Case History:Dove Deodorant

2Tom Duncan “Principles of Advertising and IMC” 2nd ed.

(New) Dove Deodorant Moisturizing cream

Soothes and beautifies the underarms.

3Tom Duncan “Principles of Advertising and IMC” 2nd ed.

4

Dove Deodorant Communication Goals

• Be recognized as the best brand at caring for the look and feel of underarm skin

• Become the beauty icon in the deodorant market through focusing on improving the look of underarm skin

• Ensure that perceived efficacy remains at parity with the market average

– Source: Euro Effie Awards Case History, 2009

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

5

People have to “learn”

Benchmark Survey (pre-wave)

Wave 1 Survey (post-wave)

“leaves underarm skin soft and smooth” X% X+%

“helps me cope with the problems of shaving”

Y% Y+%

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Ads “teach.”

6Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Planning an advertising campaign

Imagine that you are the product manager responsible for launching Vegetale in your organisation’s Northern European sales territory.

It is a new, vegetable-based, high-protein food that is being positioned as an attractive alternative to meat.

How would you develop an advertising campaign, as the product moves from the development stage to its initial launch in this market?

7Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Planning an Advertising CampaignPlanning an advertising campaign or Structuring the communication mix include 6 steps:

1. Identify the target audience.

2. Determine the response sought.

3. Choose the message.

4. Choose the channel.

5. Select the source’s attributes.

6. Collect feedback.

8Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Planning an Advertising Campaign (continued)

1. Identify the target audience.

Decide whom the message is for.

9

2. Determine the response sought.

What would the marketer like the audience to do after

they get the message?

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Planning an Advertising Campaign (continued)

3. Choose the message.

Write the copy, or produce the appropriate image.

10

4. Choose the channel.

Decide the most appropriate medium (i.e. TV, radio, or

other medium) is most appealing to the audience.

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Planning an Advertising Campaign (continued)

5. Select the source’s attributes.

Decide what it is about the product or company that needs to be

communicated.

11

6. Collect feedback.

Carry out market research to monitor how effective the

promotion was.

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

CAMPAIGN MANAGEMENT

There are 5 steps to manage the advertising campaign:

1. Communication Market Analysis

2. Communication Objectives

3. Communication Budget

4. Media Selection

5. Creative Brief

12Tom Duncan “Principles of Advertising and IMC” 2nd ed.

CAMPAIGN MANAGEMENT (continued)

1. Communication Market Analysis

– Competitive Analysis– Opportunity Analysis– Target Market Analysis (proposed client base)– Customer Analysis (current client base)– Positioning Analysis (current and intended perception review)– Media Usage Analysis (target market and related competitive media

employed)

13Tom Duncan “Principles of Advertising and IMC” 2nd ed.

CAMPAIGN MANAGEMENT (continued)

2. Communication Objectives

– Define Advertising Goals– E.g.:

• Building Brand Image• Informing• Persuading• Encourage Action• Integration of other marketing efforts

14Tom Duncan “Principles of Advertising and IMC” 2nd ed.

CAMPAIGN MANAGEMENT (continued)

3. Communication Budget

– Budget Allocation based on objectives– Looking at Reach/Frequency and Timing

15Tom Duncan “Principles of Advertising and IMC” 2nd ed.

CAMPAIGN MANAGEMENT (continued)

4. Media Selection

– Strategic and Tactical decisions:• Message refinement• Advert design & development (can be long process)• Media tools and Media spot buys

16Tom Duncan “Principles of Advertising and IMC” 2nd ed.

CAMPAIGN MANAGEMENT (continued)

5. Creative Brief

– Objective– Target Audience– Message Theme– Support (evidence)– Constraints (legal, regulatory, physics-reality)

17Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Some popular advertising formats

Slice of Life This traditional format has been commonly used on television adverts for fast-moving consumer goods and domestic appliances such as washing machines.

Humorous Visual and verbal humour which is used for all kinds of products.

Aspirational Imagery is used, either to enhance a brand identity, or to suggest that consumers can obtain some element of fantasy lifestyle by purchasing the product.

18Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Some popular advertising formats (continued)

Endorsement The receiver is given an assurance regarding the message, because it is delivered by someone that they know or trust.

Demonstration It is effective for introducing novel products or ones that are difficult to understand.

Postmodern Bizarre and self-parodying adverts where the promotional message appears obscure, if not unintelligible.

19Tom Duncan “Principles of Advertising and IMC” 2nd ed.

An example of a Postmodern Advertising

20Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Measured Advertising Dollars (2004) for Selected Fast Food Brands

Source: “The Top 200 Megabrands”, Advertising Age. July 18, 2005. Accessed August 7, 2005.

21Tom Duncan “Principles of Advertising and IMC” 2nd ed.

22Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Types of Advertising Campaign: By Target Audience

• Trade Advertising• Consumer Advertising

23Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Trade Advertising• The trade consist of enterprising business people• For distributor, wholesaler and retailer• They are concerned only to know if these qualities will make

the product saleable to their end-customers and earn themselves income and profit

• Contents of trade advertising are the promotional support that is planned in terms of launch advertising

• Include planned sales promotion schemes to encourage customers and consumers to try and buy the product

• Incentives for the retailers might also be included• Trade advertising also states the point-of-sale (POS) and

display material available as well as any in-store demonstration that are planned

24Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Consumer Advertising

1. Generic Advertising2. Product Advertising3. Brand Advertising4. Range Advertising5. Corporate Advertising6. Retail Advertising7. Co-operative Advertising8. Direct-Response Advertising9. Public-Service Advertising

25Tom Duncan “Principles of Advertising and IMC” 2nd ed.

1. Generic Advertising

• Generic advertising means advertising a product type rather than a brand and is usually undertaken by a trade association or consortium of manufacturers and supplier.

• Does not promote a particular supplier but promotes the overall benefits and advantages of the product type.

• Ex: Got Milk?

26

Consumer Advertising (continued)

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

27Tom Duncan “Principles of Advertising and IMC” 2nd ed.

28Tom Duncan “Principles of Advertising and IMC” 2nd ed.

2. Product Advertising

29

Consumer Advertising (continued)

• Concentrates on promoting the benefits and advantages of the product, such as the price, value and performance

• Ex: Watch, Telcom Powder, etc

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

30Tom Duncan “Principles of Advertising and IMC” 2nd ed.

31Tom Duncan “Principles of Advertising and IMC” 2nd ed.

3. Brand Advertising

32

Consumer Advertising (continued)

• The emphasis of brand advertising is on the brand name, with sometimes little or no reference to the product.

• The essence of brand advertising is usually image building for the total product offering-developing that feeling of goodwill between the branded product or brand name and the customer.

• Ex: Nike, Pepsi.

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

33Tom Duncan “Principles of Advertising and IMC” 2nd ed.

34Tom Duncan “Principles of Advertising and IMC” 2nd ed.

35Tom Duncan “Principles of Advertising and IMC” 2nd ed.

4. Range Advertising

36

Consumer Advertising (continued)

• Promote complete range of products

• Range are frequently promoted in a single commercial or advertisement

• Eg: Akij Group, Unilever, Rackiit Bankitzer.

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

5. Corporate Advertising

37

Consumer Advertising (continued)

• Promotes the company not the individual products

• Also used for financial advertising to re-assure existing shareholders, launch a company on the stock exchange or attract new investors

• Ex: Warid Telecom.

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

6. Retail Advertising

38

Consumer Advertising (continued)

• The message may be based on what brands and products they have or the range of goods that they can offer, though it may also include additional benefits like a convenient location, free parking, late-night opening or even a restaurant/coffee shop

• Ex: Carrefour, Electronic city, etc

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

7. Co-operative Advertising

39

Consumer Advertising (continued)

• The message is relative simple-for a limited period, this brand/ product/ model pack is available only at this outlet at a special offer price or with a gift

• Eg: Credit card BCA-Starbucks, XL-Blackberry, etc

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

8. Direct-Response Advertising

40

Consumer Advertising (continued)

• Direct advertising is advertising to customer who deal with the manufacturer or supplier without intermediate wholesalers and retailers

• Ex: TV Media

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

41Tom Duncan “Principles of Advertising and IMC” 2nd ed.

9. Public-Service Advertising

42

Consumer Advertising (continued)

• A public service Advertising (PSA) or community service announcement (CSA) is a non-commercial advertisement, typically on radio or television, broadcast for the public.

• The main concept is to modify public attitudes by raising awareness about specific issues.

• Ex: Smoking, AIDS etc.

Tom Duncan “Principles of Advertising and IMC” 2nd ed.

43Tom Duncan “Principles of Advertising and IMC” 2nd ed.

44Tom Duncan “Principles of Advertising and IMC” 2nd ed.