Advertising Strategy and

Planning

Presented By:Ankit Kumar Verma

01216603913
MBA(GEN)
EF BATCH

What is Advertising Campaign?

A campaign can be defined as a uni-focus,
short term communication program, making
use of various mass media, aimed at a
defined target audience.
In an advertising campaign, strategy is
considered the most important part of the
campaign. The pre campaign decisions were
taken and included in the strategy.
Since the campaign are cost intensive, it is
important to plan to precision to achieve the
desired response.

5Ws and 1H of campaign

Effective campaign must answer 5Ws and 1H:
Who: The target audience/segment or target
market.
What: What is to be said to elicit the desired
response. What to say? It includes the key
communication proposition.
Where: Where our target audience located, what
media do they attend to. It include the media
vehicles for the campaign.

5Ws and 1H of campaign

Why: The objectives of the campaign, both
advertising and marketing objectives.
When: It decides the timetable. Some products
are all season, while other are seasonal. It
includes the scheduling of the campaign.
How: The crucial strategy. It is the art and
science of deploying available resources to
attain objectives in the face of active
competition. Strategy needs to cover both
creative and media angle.

Planning an Advertising Campaign

The creation and execution of series
of advertisement to communicate
with the particular target audience.
Campaign advertising have similar
logic they are like step brothers but
not identical twins.
Advertising campaign is a process
where the advertising plan is
integrated to overall marketing plan
and corporate plan.

Planning an Advertising Campaign

General Steps in Developing and
Implementing an Adv. Campaign:
Identify and Analyze Target
1.
Audience
2.

Define Advertising Objectives

3.

Create Advertising Problem

Planning an Advertising Campaign

4.

Determine Advertising Budget or

Appropriation

5.

Develop Media Plan

6.

Create Advertisement Message

7.

Executes Campaign

8.

Evaluate Advertisement Effectiveness

End of the Advertisement
Campaign

Identifying and analyzing the Target Audience

Target audience is the group of people at whom
advertisements are aimed.
a) Location and geographical location,
b) Distribution of demographic factors,
c) Lifestyle Information,
d) Consumer attitude.

) Defining the advertising Objectives

What does the firm hope to accomplish the
campaign?
a) Objectives should be clear, precise and
measurable,
b) Increased sales (Units or dollar) or increased
product or brand awareness.

 Creating the advertising platform

- Basic issues or selling points to be included in the
advertising campaign.
- Issues in the selection and use of the product that
are important to consumers.
Determining the Budget Appropriation
- Advertising budget for specific period.
It includes:
- Geographic size of the market and distribution of the
buyers within the market are important factors in
determining the size of the budget.

 Developing the Media Plan:

- Specifies the media vehicles (eg. magazine, radio, T.V)
and the schedule for running the advertisement.
- Plan objectives focus on achieving the reach and
frequency that the budget will allow.
a) Reach: The percentage of consumers in a target
market exposed to an advertisement in a specific
period.
b) Frequency: The no. of times targeted consumers are
exposed to an adv. In a specific period.
)Creating an advertising Message
-) Copy: the verbal portion of the advertisement.
a). It includes headlines, sub headlines, body copy and
signature.
-) Copy Guidelines:
a) Identify a specific desire or problem.

b) Recommended the product as the best way to

satisfy the identified desire or
c) State product benefits.
d) Substantiate the advertising claims.
e) Ask the buyer to take actions.
-) Artwork
An advertisement illustrations and layout.
-) Illustrations
Photo, drawings, graph, charts and tables used to
spark audience int. and for better understanding.
-) Layout
The physical arrangement of the adv. Illustrations and
copy.

 Executing the campaign:

- Planning and coordination and implementation.
a) Detailed schedule of campaign phases and
finally Evaluation and corrective actions as
necessary to make the campaign more
effective.
Evaluation

Assessment

Pretest

Evaluation of ads
performed before a
campaign begins.

Consumer jury

A panel of a products
actual or potential
buyers who pretest ads.

)Evaluating the campaign effectiveness:

Post test

Evaluation of
advertising
effectiveness after the
campaign.

Recognition Test

A post test in which

respondents are shown
actual ads and asked if
they recognize it.

Unaided Recall Test

A post test in which

respondent identify ads as
they have recently seen but
are given no recall clues.

Aided Recall Test

A post test that asks respondents

to identify the recent ads and
provides clues to joy their
memories.


I.

Three phases of campaign creations:

Strategy Development Phase: This state

objectives and decide contents of communication
and decide the positioning of the brand. Strategy
is more important than creativity.
II. Advertising brief to creativity: Job of
company to give brief but usually they dont do
that, success of the adv. depends on how well
the co. has briefed the agency about strategy job
of the co. is to tell what he wants to say, it is
agency's job to decide how to say.
III. The creative phase: Creative people are
brained people, they are involved from the
inception to the commencement stage.