View
220
Download
0
Category
Tags:
Preview:
Citation preview
ADVERTISING CAMPAIGNADVERTISING CAMPAIGN
PRESENTATION BY:PRESENTATION BY:SHIVANI RANASHIVANI RANA
ROLL NO.32ROLL NO.32MBA 3MBA 3RDRD SEM SEM
OVERVIEW OF CONTENTSOVERVIEW OF CONTENTS
THE ADVERTISING CAMPAIGN CONCEPT
WHY TO PLAN CAMPAIGN ?
PARAMETERS GOVERNING ADVERTISING CAMPAIGN
THE ADVERTISING CAMPAIGN DEVELOPMENT PROCESS
EXAMPLE – PEPSI YOUNGISTAN CAMPAIGN ANALYSIS.
CONCLUSION
THE ADVERTISING CAMPAIGN CONCEPTTHE ADVERTISING CAMPAIGN CONCEPT
An advertising campaign is an organised series of co-ordinated
advertising messages with identical or similar message over a
particular period of time, to attain pre-determined objectives. Its an
orderly planned effort consisting of related but self-contained and
independent advertisements.
Though the campaign is conveyed through different media, there is a
psychological continuity due to a unified theme, leading in a common
direction.
EXAMPLEEXAMPLE – As Chetan Shah, Country Head, Pepe Jeans London
quotes “All Pepe advertising campaigns portray the brand identity
represented by the youth who speak of an attitude , that says -
‘I am what I am’ . The visuals are strong and captivating, creating
a deep impact on the target audience.”
WHY TO PLAN CAMPAIGN ?WHY TO PLAN CAMPAIGN ? To determine the market and its potential.
To obtain the consumer profile.
To study the consumer psychology
To decide about the channels and their satisfactory operation.
To bring about product modifications.
To determine the geographical scope of the campaign.
To develop a core ideology around which the selling point revolves.
To coordinate with the general administration, sales staff and other
promotional activities.
To determine the frequency or size of buying.
To determine the fundamental human desire to which the
advertisement will appeal.
EXAMPLE - EXAMPLE - NIKE’S “JUST DO IT” NIKE’S “JUST DO IT” ADVERTISING CAMPAIGNADVERTISING CAMPAIGN
“After stumbling badly against archrival Reebok in
the1980s, 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.”
GOVERNING PARAMETERS:GOVERNING PARAMETERS:1. The total advertising budget
2. The media availability
3. The consumer profile
4. The product profile
5. The campaign’s duration and its timing
6. The advertising and marketing objectives
7. The distribution channels
8. The marketing environment including pressure groups and
competitors.
9. A review of previous advertising/promotional effort
10. The creative considerations
11. The new plans
DEVELOPING AN ADVERTISING CAMPAIGNDEVELOPING AN ADVERTISING CAMPAIGN An advertising campaign is planned within the framework of the overall
strategic marketing plan and as part of a broader promotional program
Step 1 : Appraise the advertising opportunity :Step 1 : Appraise the advertising opportunity :
• Presence of a favourable primary demand
• Good chance of product diffrentiation
• Presence of hidden qualities
• Presence of powerful emotional buying motives
• Adequacy of funds
Step 2 : Analysing the marketStep 2 : Analysing the market
• Where are we now ?
• Why are we there ?
• Where do we want to be ?
• Whom do we want to reach ? (target market)
• What response do we want ?
Step 3 : Determining the objectives : Step 3 : Determining the objectives : • Support personal selling
• Improve dealer relations
• Introduce and position a new product
• Expand the use of a product
• Reposition an existing product
• Counteract substitution
Step 4 : Establishing a Budget: Step 4 : Establishing a Budget:
• Once a promotional budget has been established, it must be
allocated among the various activities comprising the overall
promotional program
Step 5 : Developing the strategy :Step 5 : Developing the strategy :
Creating a Message : Whatever the objective of an advertising campaign, to
be successful, the individual ads must get and hold attention of the attended audience, and influence that audience in the desired way
Surprising, shocking, amusing & arousing are common techniques used to gain attention
Selecting Media : Both message and the media are determined by the nature
of the appeal & the intended target audience
- Which types will be used (TV, mail , Newspapers, Radio, Yellow Pages, Magazines)?
- Which category of the selected medium will be used?
- Which specific media vehicles will be used?
Some general factors that influence media choice are:
Objectives of the ad
Audience coverage
Requirements of the message
Time and location of the buying decision
Media cost (“cost per thousand”)
EXAMPLEEXAMPLE
PEPSIPEPSI
YOUNGISTAN YOUNGISTAN CAMPAIGNCAMPAIGN
ABOUT PEPSICO ABOUT PEPSICO
PepsiCo is a world leader in convenience foods and beverages. PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and beverage companies. PepsiCo India and its partners have invested more than U.S.$700 million since the company was established in the country in 1989.
PEPSI CO. BRAND IMAGEPEPSI CO. BRAND IMAGE Pepsi is a brand that every youngster relates to. But this definitely doesn’t mean that other age groups are not
it’s user’s. Thus Pepsi’s brand image is it’s hip, cool, lively and refreshing
attitude.
ADVERTISING CAMPAIGN STRATEGY OF PEPSIADVERTISING CAMPAIGN STRATEGY OF PEPSI
Pepsi’s target audience are mostly teens and young adults and their advertising reflects this in every possible way.
The company changes its advertising strategy and image to reflect the target's interests.
Pepsi makes sure that the advertisements reflect to the target audience’s interests and nostalgia.
The advertising strategy includes cool, hip promos to attract more of the target audience.
The advertising is mostly creative and has different elements like music and sports other than bollywood.
Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like downloads, gaming, music mixing applications etc..
SOME OF PEPSI’S SUCCESSFUL CAMPAIGNSSOME OF PEPSI’S SUCCESSFUL CAMPAIGNS
ABOUT YOUNGISTAN CAMPAIGN :ABOUT YOUNGISTAN CAMPAIGN : “This time we wanted an all-encompassing theme. ‘Youngistan’ reflects
the mood of India’s youth, which is today keen to take the ropes and drive India,” says Punita Lal, executive director, marketing, PepsiCo.
“Youngistan”, hopes to cash in on the buzz surrounding today’s youngsters.
Youngistan is not so much a place and it is a state of mind of today’s youth. “While the term is new, what it stands for – the GenNext attitude – is not new”.
SEGMENTING PATTERNSEGMENTING PATTERN Demographics: The Campaign targets teens and young adults of
metros and phase II cities.
Psychographics: The campaign attempts to capture the youth of today by focusing on their personality,lifestyle and attitude of youth through the advertisement
TARGETING STRATEGYTARGETING STRATEGY
The Youngistaan Campaign uses undifferentiated targeting strategy to reach out to its target audience. That is it launched youngistaan campaign for all the target audience in the same way.
As it’s earlier campaign’s Pepsi through ‘Youngistan’ campaign aims at capturing it’s target audience in another cool, funky, attractive way.
POSITIONINGPOSITIONING
The campaign positioning is done on the basis of user approach i.e a personality based approach where a user’s image or association rubs off on the brand image. The user could be a celebrity or an ordinary user.
For this campaign Pepsi used the three most popular celebrities of the last year i.e Shahrukh Khan, Ranbir Kapoor, Deepika Padukone
PLACEMENT OF THE CAMPAIGNPLACEMENT OF THE CAMPAIGN
CONCLUSION CONCLUSION Most business owners do not explore new marketing strategies until
they experience a sharp decline in their revenue. Avertising
campaigns are not evergreen. They evolve and grow, improve and
degenerate. Basically there are four basic points common to all great
ad campaigns, which are:
1) A simple but focussed proposition.
2) A good consumer insight which reveals a consumer truth affecting
the campaign.
3) A lateral creative jump that makes brilliant execution.
4) A visually rich ( not verbose ) charming and surprising theme.
Recommended