Developing the Advertising Campaign
Developing the ‘Advertising Campaign’
Today, advertising has become the most integral part of our society. It is the most accepted medium and has a wide spread impact over its viewers. Before we jump over about how to formulate different types of campaign, let us first look the definition of advertising.
“Advertising is the non-personal communication of the information usually paid for and usually persuasive in nature about the products, services or ideas by identified sponsors through various media.”
The purpose of this dissertation is to make the reader understand about what is advertising campaign and what are its types?
An advertising campaign is the complete advertising plan comprising of programmes which have been set up to accomplish the definite or purpose of advertising. A campaign may have different programmes such as consumer advertising, trade advertising, dealer advertising, corporate advertising with proper point of sale & other media selections to support the sales promotional activities& together they make up the overall plan which has one single objective i.e., “to sell effectively & economically”. All these different parts of programme of the total ad campaign must be co-ordinated with each other. Successful campaigns are built up to sell not only a product but also a corporate image.
In designing and evaluating an Ad campaign; it is important to distinguish the message strategy or positioning of an ad (what the attempts to convey about the brand) from its creative strategy (how the ad expresses the brand claims). So, designing effective advertising campaign is both an art and sciences.
To develop an effective ad campaign the following steps must be considered:
The firm must check on its reputation, position in the market, and financial strength. Secondly, whether the product is new or established, its differentiating features, the package and the total range of products. Third, talks about the
Today, advertising has become the most integral part of our society. It is the most accepted medium and has a wide spread impact over its viewers. Before we jump over about how to formulate different types of campaign, let us first look the definition of advertising.
“Advertising is the non-personal communication of the information usually paid for and usually persuasive in nature about the products, services or ideas by identified sponsors through various media.”
The purpose of this dissertation is to make the reader understand about what is advertising campaign and what are its types?
An advertising campaign is the complete advertising plan comprising of programmes which have been set up to accomplish the definite or purpose of advertising. A campaign may have different programmes such as consumer advertising, trade advertising, dealer advertising, corporate advertising with proper point of sale & other media selections to support the sales promotional activities& together they make up the overall plan which has one single objective i.e., “to sell effectively & economically”. All these different parts of programme of the total ad campaign must be co-ordinated with each other. Successful campaigns are built up to sell not only a product but also a corporate image.
In designing and evaluating an Ad campaign; it is important to distinguish the message strategy or positioning of an ad (what the attempts to convey about the brand) from its creative strategy (how the ad expresses the brand claims). So, designing effective advertising campaign is both an art and sciences.
To develop an effective ad campaign the following steps must be considered:
The firm must check on its reputation, position in the market, and financial strength. Secondly, whether the product is new or established, its differentiating features, the package and the total range of products. Third, talks about the