Advertising CampaignPresented By-Sohila Khorana34-MBA-08

DefinitionAn advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.

An Advertising Campaign is a series of advertisements [consumer communications] and the activities that help produce them, which are designed to achieve interrelated goals. ..Donald Parente

The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used.

The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.

TOP 10 ADVERTISING CAMPAIGNS1.Volkswagen, "Think Small", Doyle Dane Bernbach, 19592.Coca-Cola, "The pause that refreshes", D'Arcy Co., 19293.Marlboro, The Marlboro Man, Leo Burnett Co., 19554.Nike, "Just do it", Wieden & Kennedy, 19885.McDonald's, "You deserve a break today", Needham, Harper & Steers, 19716.DeBeers, "A diamond is forever", N.W. Ayer & Son, 19487.Absolut Vodka, The Absolut Bottle, TBWA, 19818.Miller Lite beer, "Tastes great, less filling", McCann-Erickson Worldwide, 19749.Clairol, Does she...or doesn't she?", Foote, Cone & Belding, 195710.Avis, "We try harder", Doyle Dane Bernbach, 1963

A Campaign Outline (JWT Structure)J. Walter Thompson asks:

Where are we?Why are we there?Where could we be?How could we get there?

Are we getting there?Response:

Develop a situation analysis.Identify Problems.Identify Opportunities.Develop message, media, and marketing communications strategy and tactics.Develop a plan to measure (track) campaign effectiveness.

Why to advertise in terms of a campaign?Buyers are forgetful of erratically appearing ads.Due to clutter of large number of advertising messages, they overlook several of them.Thus, campaign is a sustained advertising effort.Coordination, balance, timing, continuity & performance- all favor for an advertising campaign.

How long should be a Campaign?Campaigns are of varied length- seasonal, yearly, several advertisers run the same campaign without any changes for several years.The factors which affect the duration of campaign are the-Type of product offeredThe nature of advertisers marketing programmeSeasonality of SalesMedia policiesThe Competitors advertising

Basis of campaignGeographical spread of a campaignPioneering Campaigns to introduce a new productCompetitive Campaign emphasis competitive superiority to retain the present market.Campaigns can be classified in terms of media, e.g; direct mail campaign, newspaper campaign, T.V. Campaign etc

Campaigns are governed by the following parametersIdentifying the problemThe budgetPretestingTarget audienceMedia selectionThe languageThe visual and the copyTiming and durationPost testingEffect on sales

Three phases of campaign creation1.Strategy development phasedecide the objectives and contents of communication. analyzing the research data and positioning the brand right strategy and creative campaign is a winning combination.if you want to catch fish, you have to think like fish. If you want to catch a consumer, you have to think like a consumer.

2.Advertising brief to the creativeClient has to brief the agency about how to create the advertisement.Success or failure of the advertisement is largely dictated by the brief.

3.The creative phaseThe strategist has to leap from a single uni-directional idea into an advertising idea that will add value to the product/brand.

Example of effective Advertising Campaign in India

ZooZoos were conceptualized by the Ad agency O&M for the latest Vodafone Ad campaigns. ZooZoo characters though they look like animated characters are actually played by real people. The real people are dressed in white outfits. The sets have been constructed by shadows created by spray painting.

Case Study-

Nikes Just Do It Advertising CampaignAfter stumbling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the 90s as any company can. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, Just Do It slogan and deified sports figures. Nike managed the deftest of marketing tricks: to be both anti-establishment and mass market, to the tune of $9.2 billion dollars in sales in 1997. Jolie Soloman When Nike Goes Cold Newsweek, March 30, 1998

Linking the Campaign to Consumer NeedsThrough its Just Do It campaign, Nike was able to tap into the fitness craze of the 1980s. Reebok was sweeping the aerobics race and gaining huge market share in the sneaker business. Nike responded to that by releasing a tough, take-no-prisoners ad campaign that practically shamed people into exercising, and more importantly, to exercising in Nikes.Celebrity endorsements also appealed to the consumers sense of belonging and hipness.

Linking the Campaign to StrategyNike was in a tough spot in the late 1970s. It was being swamped by Reeboks quick initiative on designing aerobics shoes and needed to respond dramatically and forcefully. It could be argued that the Just Do It campaign was not only about sneakers but about Nikes own renaissance.No longer content to be the choice running shoe of a few thousand marathoners and exercise nuts, Nike wanted to expand its operation to target every American, regardless of age, gender or physical-fitness level. Just Do It succeeded in that it convinced Americans that wearing Nikes for every part of your life was smart and hip.Nike took its own advice and Just Did It by directly attacking Reebok in the sport-shoe market.

Why Was the Campaign Successful?The timing of this campaign could not have been better. Americans were buying exercise equipment at a record pace in the mid 1980s, and body worship was at an all time high. Nike tapped into consumers desire for a healthy lifestyle by packaging it into a pair of $80 sneakers. The ads were often humorous, appealing to the cynic in all of us, while imploring consumers to take charge of their physical fitness. The ads made starting an exercise regime seem like a necessity.The campaign was easily identifiable (to the point that Nike eventually did not even bother to display the word Nike in commercialsthe swoosh was enough) and stayed true to its message.

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