There are mainly seven steps in advertising campaign planning:
1.
Estimating advertising opportunity:
There are five conditions which need to
be satisfied for the estimation of ad opportunity.
·
Favorable primary demand trend.
·
Good chance of product differentiation
·
Presence of hidden qualities
·
Powerful , emotional buying motives
·
Adequacy of funds.(sufficient : whatever it
required)
2.
Analyzing the market
Location of the target market is an
essential factor in advertising campaign planning. Target market answers the following
question.
·
Where do we want to be
·
Whom do we want rich
·
What response do we want
3.
Advertising adjectives:
Advertising objectives must be clearly
distinguished from marketing objectives.
Objectives:- objectives are broad and
ling term
Goals:- goals are immediate and short
term
Eg) objectives
Marketing – to sell product
Advertising – to create brand preference for product
Goods
Marketing - to achieve 12% market share in 2013
Advertising – to establish 20% brand preference with 3 million consumers
in 2013.
4.
Budgeting
Once ad objective are known, we need the
funds to do the job. Advertising budget get further divided into different
product, markets media and time. Budget is the plan for future advertising operation.
Flexibility is the key factor in a realistic budget.
Advertising budget is the investment when
this happen ad programs become carefully planned in executed.
5.
Developing the strategy
Objectives describe the intent of the
advertising once load down it is time develop appropriate strategies to
accomplish them. Strategy issues arise in two major arrears.
-
Selecting media
-
Creating advertising
Selecting media:
·
Identifying the target audience or market
·
Match audience, medium and media habits of
person in the target market group.
·
Effective advertising message to the greatest
number of prospect at lowest cost
Creating advertising:
An excellent message is times greater
than mediocre message. Message content can maximize advertising dollars.
Creating the advertisement blue print
·
What business goals do we seek to accomplish
·
What kind of people do we now sell to? What
kind should be sold to?
·
How do those people now think feel and act
about our product company and competition
·
What do we want those people to feel think and
do
·
What key thoughts can be put into those people
mind to market them feel and believes.
·
What tone of voice will get those people to
hear and believers?
6.
Integrating marketing mix
Advertising fully effective. A needs
support from all marketing channels
·
Manufacturing
·
Research and development
·
Distribution
·
Sales and distributions
7.
Evaluating advertisement result
·
Pre testing:It begins as soon as the campaigners
under way. It is used to correct ad format or expectation. The goal is used to
eliminate errors before spending large sums of money.
