ADVERTISING

CAMPAIGN
A P R E PA R ATO RY L E S S O N F O R T H E
P E R F O R M A N C E TA S K
 An advertising campaign is an organized series of
advertising messages with identical or similar messages
over a particular period of time.
It is an orderly planned effort consisting of related but
self contained & independent advertisements.
 Though the campaign is conveyed through different media, it has a
single theme & unified approach.
There is a psychological continuity due to a unified theme.
The physical continuity is provided by similarity of visuals and orals.
ADVERTISING CAMPAIGN: TYPES/BASIS

Geographical spread:
Local market campaign
Entire region campaign
National campaign
Pioneering campaigns: introduce new products
Competitive campaigns: emphasise competitive superiority to
retain the present market and to expand it either by increasing
the products consumption or by wearing the customers away
from a competitive brand
 Classification in terms of media:
Direct mail campaign
Newspaper campaign
TV campaign etc
On the basis of campaigns purpose:
Direct action campaign: where a customer is expected to buy a
product
Indirect action campaign
Product promoting campaigns
Corporate image promoting campaigns
ADVERTISING CAMPAIGN: TYPES

Campaign Type 1:
THE WORD HOOK
The word hook is a repeatable catch phrase from ad to ad.
Great examples of advertising campaigns using the word hook
include Verizon's "Can you hear me now?" created by
Bozell/New York to convince the world that Verizon has the
best network.
How effective was it? Consider that in July of 2003, a J.D. Power
& Associates survey ranked Verizon at the top of the list for
wireless quality, while Alltel was ranked number seven-even
though they share the same network through a nationwide
roaming agreement.
 Campaign Type 2:

THE CHARACTER HOOK

A character hook uses a hero, villain, or victim to embody

a key attribute of a brand. Great heroic character hooks
include Ronald McDonald, a hero of happiness created in
1963. Ronald helped McDonald's to own family fast food.
How effective was this character? Consider that 96% of
school children in the United States can identify Ronald
McDonald. Only Santa Claus is more commonly
recognized.
 Campaign Type 3:

THE REPEATABLE THEME: A repeatable theme is

a situation that plays out again and again calling out the
need for a company's product. Consumers know the
punch line that is coming. They love to see the set-up
played out in different situations. It is satisfying to be in
on the joke, before it comes. Repeatable themes make
the target customer feel like they have the inside track.

They know how to play along and thus feel connected

to your brand.
 Campaign Type 4:

CONSISTENT LAYOUT: A consistent layout

uses a unique, design look and repeats these
elements at each touch point. This allows
customers to easily identify your company in a
blink. The more distinct these elements are from
your competitors, the easier it is to stand out
from the clutter.
 CAMPAIGN PLANNING
PARAMETERS OF CAMPAIGN PLANNING:
Total advertising budget
Media availability
Consumer profile
Product profile
Campaigns duration & its timing
Advertising & marketing objectives
Distribution channels
Marketing environment including pressure groups & competitors
 Review of previous advertising effort
Creative considerations
New plans
 Advertising planning

Marketing &
Situational
Promotional Ad objectives Ad strategy
analysis
strategy

Creative/
Sales Communication Media
Message
objectives objectives strategy
strategy
POINTS TO BE CONSIDERED WHILE
PLANNING AD CAMPAIGN

Identify the problem

Budget
Pre testing
Target audience
Media selection
The language
Visual & the copy
Timing & duration
Post testing
Effect on sales
ADVERTISING STRATEGIES

It describes how to achieve communication objectives.

Two components:
Creative strategy: describes what we are going to say
(content) & how we are going to say it (style)
Media strategy: in which media & at what time message
will be put across.
COMMON ADVERTISING STRATEGIES

Ideal Kids: The kids in commercials are often a little

older and a little more perfect than the target
audience of the ad. They are, in other words, role
models for what the advertiser wants children in the
target audience to think they want to be like. A
commercial that is targeting eight year-olds, for
instance, will show 11 or 12 year-old models playing
with an eight year old's toy.

Heart Strings: Commercials often create an

emotional ambience that draws you into the
advertisement and makes you feel good.
 Amazing Toys: Many toy commercials show their toys in life-like
fashion, doing incredible things. Airplanes do loop-the-loops and
cars do wheelies, dolls cry and spring-loaded missiles hit gorillas
dead in the chest. This would be fine if the toys really did these
things.
Life-like Settings: Barbie struts her stuff on the beach with
waves crashing in the background, space aliens fly through dark
outer space and all-terrain vehicles leap over rivers and trenches.
The rocks, dirt, sand and water don't come with the toys,
however.
Sounds Good: Music and other sound effects add to the
excitement of commercials. Sound can make toys seem more life-
like or less life-like, as in a music video. Either way, they help set
the mood advertisers want.
 Excitement!: Watch the expressions on children's faces.
Never a dull moment, never boring. "This toy is the most fun
since fried bananas!" they seem to say. How can your child
help thinking the toy's great?

Star Power: Sports heroes, movie stars, and teenage heart

throbs tell our children what to eat and what to wear.
Children listen, not realizing that the star is paid handsomely
for the endorsement.
ACTIVITY
YELLOW PAD PAPER
On a piece of paper, jot down the last 3 items you have purchased
If you were persuaded to buy any of these 3 things because of
advertising, write this down
Discuss with a partner whether you have been persuaded to buy a
product in the past because of advertising (a particular brand of
perfume, deodorant, clothes etc.)