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Page 1: Advertising Campaign Planning



Page 2: Advertising Campaign Planning


1. Analyzing the market

2. Determining advertising objectives

3. Establishing budgetary and control system

4. Developing advertising strategy for: 1. Selecting media

2. Creating messages

5. Coordinating advertising with other promotional and marketing methods

6. Evaluating results

Page 3: Advertising Campaign Planning

The process of advertising campaign planning in detail

The market place

Marketing objectives

Advertising objectives


Creative strategy, media And message

Translate into consumer terms

Create and produce ads

Coordinate with Other methods

Launch into Dynamic world

Evaluate pretest

Evaluate posttest

Page 4: Advertising Campaign Planning

Step 1: Analyze the market

• 1. Determining the demand factors.

• 2. Identifying the target group.

• 3. Assess the competition

• 4. Legal and regulatory environment 

Page 5: Advertising Campaign Planning

Step 2: Determining advertising objectives

• Defining the Marketing Objectives: Decide what the marketing objectives is out to achieve in terms of:· – Increase sales of brand x· – Increase market share· Generate 500 new

enquiries each month· Increase distribution penetration·

– Establish a network of distributors 

Page 6: Advertising Campaign Planning


• Defining the communication objectives: Decide what the communication objectives is out to achieve in terms of:· – Increasing brand awareness· – Positioning the service as the friendliest on

the market· Repositioning Guinness from an old mans drink to a young mans drink·

– Maintaining brand x as the preferred brand·

Page 7: Advertising Campaign Planning

Step 3: Establishing the budgetary and control system

• Advertising budget is a plan for financing certain future advertising operations

• Mostly a fund will be allocated to this purpose to marketing department

• Within this fund they try to do media selection and other advertising expenses

• An advertising budget must be flexible to change according to changing marketing conditions

Page 8: Advertising Campaign Planning

Step 4: Developing advertising strategy

• How we get there- how the objectives are achieved. Strategy drives the tactics in the same direction 

• Adverting strategy must encompass the totality of what a product or service is and how it is sold to the consumer

• The strategy summarises the tactics, by helping to harmonize and integrate all tactical communication tools.

• The strategy should also include selection of target markets, positioning, selection of communication tools, sequence of communication tools (are different tools used at different stages?), time scales media selection and creating messages

Page 9: Advertising Campaign Planning

Examples of such strategies include:·

• The Tupperware A direct response campaign that combines personal selling in party format and toll free numbers and catalogues.·

• The IBM Position the business as a solution provider for all your computing problems, e.g. conferences, published papers, training awareness days etc.·

• Daewoo Cars Position Daewoo as a customer focused firm that is happy to deal directly with customers.– Stage 1. Build customer credibility through TV and motoring

press– Stage 2. Develop dialogue with customers about current issues

about car ownership– Stage 3. Launch brand· NTLCreate and educate the market

( get customers predisposed to consider cable from NTL. Advertising will concentrate on building and managing customer relationships and acquisition. 

Page 10: Advertising Campaign Planning

Step 6: Coordinating advertising with other promotional and marketing

methods• For an advertising program to be

successful, elements as production, delivery and inventory must be integrated with the advertisement plan

• An advertising planning must consider to get the maximum cooperation from distributors, dealers and salespeople

Page 11: Advertising Campaign Planning

Step 5: Evaluating advertising results

• Pretesting: It is a research technique

which determines the reaction to

advertising by a representative sample of

the target market before . The goal of

pretesting is to eliminate errors or

weaknesses in program design before

considerable sums of money are invested

Page 12: Advertising Campaign Planning

• Posttesting:

This is done only after a full commitment to a

creative approach and a schedule of media ahs

been made . The objective is to ensure that

future campaigns will be more effective .

Page 13: Advertising Campaign Planning

Step 6: Execution of the advertising program

• Planning of the advertising program is the joint responsibility of advertiser and advertising agency

• Execution part is the responsibility of the agency

Page 14: Advertising Campaign Planning

Advertising Research

Page 15: Advertising Campaign Planning

Marketing research

• Marketing research is the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services

• It plays a significant part n product formulation, packaging, new product introductions and advertising copy.

• Marketing research when directed at the advertising copy decision is referred as advertising research

Page 16: Advertising Campaign Planning

Advertising research

• It is a subsystem of marketing research process

• Information gathered via market research is used up the advertiser and advertising agency for campaign planning.

Page 17: Advertising Campaign Planning

Research procedure

• Defining the problem

• Collecting secondary or available data

• Collecting primary or orginal data

• Compiling and collating data

• Interpreting the findings

Page 18: Advertising Campaign Planning

Creative research

• It is a part of advertising research

• It applies to the development and evaluation of the agency’s creative product[ ads]

• It applies to the creation of advertisement

Page 19: Advertising Campaign Planning

Three stages of creative research

• Developing copy strategy

• Pretesting individual advertisements- TV, print

• Evaluating the cumulative effects of advertising campaign

Page 20: Advertising Campaign Planning