Definition• An 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

Origin Of Term Fr. campagne, It. campagna - open country suited to military maneuvers Campaign - a series of military operations with a particular objective in a war Campaign - a series of organized planned actions with a particular purpose, as for electing a

candidate.

Military Campaigns“Victory is my objective.

War is my strategy.”Winston Churchill

The Body of Campaign Creation• Account management (Soul)• Creative services (Heart)• Research and marketing services (Brains)• Media planning (Legs)

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

Nestle Coffee – #ItAllStartsKitkat Dancing Babies

Fortune Oil Ghar Ka Khana

CEAT Tyres: Keeping idiots at bayMauka Mauka by Star Sports

Fevikwik Todo Nahi Jodo

Indian Best Ad Campaigns In Recent Times

A Campaign Outline (JWT Structure)

• J. Walter Thompson asks:

i. Where are we?ii. Why are we there?iii. Where could we be?iv. How could we get there?

v. Are we getting there?

• Response:

i. Develop a situation analysis.ii. Identify Problems.iii. Identify Opportunities.iv. Develop message, media, and

marketing communications strategy and tactics.

v. Develop a plan to measure (track) campaign effectiveness.

Planning A New Marketing Campaign

Know What You Really WantThe key to successful marketing – like many other areas of business – is knowing precisely what you are trying to achieve. That means setting objectives.

1. Define specific goals 2. Include real figures3. Commit to timescales

Who Buys What? No matter what your business, it’s essential you know who your customers are and why they come to you. You can use this knowledge to define your target audience.

Who are they? What do they like?

What Makes You Unique?Taking a look at your competitors is always illuminating. It may also help you to define what makes you unique.

Who or what are you up against?Think about:• Their name and logo• The reputation you think they have• First impressions when you interact with them• Breadth of product or service and how it compares to yours• What kind of marketing you think they are doing• The type of customers you think they attract• What they seem to be doing better than you• What you do better than them• What makes you different

Learn what you canWhat makes you unique? Conduct A SWOT

How Much Can You Afford? Setting a marketing budget enables you to consider practical campaigns, and stops you getting carried away with ideas that can never give you a return on investment. Estimate the available market

Work out the possible returns How much should you aim to make?

Be realistic about possible outcomes Take an annual view Consider Cashflow

How Are You Going To Reach Your Audience? There are so many ways to reach an audience. Advertising, sponsorship, sales promotion, direct mail, public relations, word of mouth. It’s time to decide which might suit your campaign best.

So many choices Start with the limitations

Effective MessagingThe headlines, an offer, how you describe it and any deadlines you use – can all have a huge impact on the quality of response you get.

Remember who you are talking toWhy should anyone take notice?One big idea

Grab attention, overcome obstacles

Think about power wordsCall to Action

Build in monitoring where you canTesting, Testing, Testing

How To Say ItThe best messaging in the world won’t work if it’s presented poorly. A photocopied message pinned to a pillar may damage your business, where a designed poster could enhance it.

First impressions countBe professional

Get design working for you

A picture tells a thousand wordsTesting, testingQuality production

Working Within The Law The golden rule when working with any promotional materials is never knowingly mislead the customer. Only make claims on promotional materials that you can clearly support.

Careful what you claim Avoiding issues

Industry rules, local rules

Leafleting, posters, on-street campaigns Legal issues on offers and competitions Be as clear as you can

How Did We Do? Well done. You’ve done all the hard work and got a campaign out there. Now it’s time to look at what you achieved. How do you measure the results?

1. Did we meet the objective we set? 2. Are there measurable items like coupons, or vouchers that are directly linked to the campaign? 3. Can I compare sales figures for the same period, year on year? 4. Have I noticed a difference in sales activity on products featured in the campaign? 5. Have I noticed a change in the type of customers I am now getting? 6. Can I see if spend per customer has changed over the period of the promotion? 7. Was there more footfall/traffic/phone calls/bookings/online visits during the period of the campaign? 8. Did customers give any feedback on specific elements of the campaign? 9. Have we created a sustained change in business or was it a short-term success? 10. Did your campaign cost less than the value of the new business it generated?

Structured andsequential activities

An imaginative re-integration of new and existing

factors Shared objectives and

strategies

A team effort

Who Develops the Advertising Campaign?

Individuals

Firm’s Advertising Department

Advertising Agency

Plans & Strategies:• Who’s going to manage all of this?• At the client, Director of Marketing

• Responsible for Marketing• Usually sets Marketing Objective and

Budget• Agency is responsible for Advertising

• Good agencies seek to do this work for their clients

• At the agency, Account Managers:• They are the link to the client• They develop strategy - or lead

development• They manage the resources of the

agency• and, very often, they write the Plans

• Agencies turn strategies into ideas

• And they turn those ideas into ads• Creative people actually make the ads• Copywriters and art directors

• Agencies turn plans into campaigns• Clients and account management

determine needs and budgets• Media departments turn budgets and

strategies into Media Plans

• To make plans and strategies work, a lot of people have to work together.

• And that means they have to speak…

The Same Language!The Same Language!

Developing an Advertising Campaign • Creating the Advertising Message

Product Features, Uses, and Benefits

Characteristics of the Target Audience

Advertising CampaignObjectives and Platform

Choice of Media

Form and Content of Advertising Message

Developing an Advertising Campaign

• Creating the Advertising Message • Copy: the verbal portion of advertisements

• Includes headlines, subheadlines, body copy, and signature

• Copy guidelines• Identify a specific desire or problem• Recommend the product as the best

way to satisfy the desire or solve the problem

• State product benefits• Substantiate advertising claims• Ask the buyer to take action

Developing an Advertising Campaign

•Creating the Advertising Message • Artwork

• An ad’s illustration and layout• Illustrations

• Photos, drawings, graphs, charts, and tables used to spark audience interest

• Layout• The physical arrangement of an ad’s illustration and copy

Creative(Copy + Artwork)

Print Ad Layout

Indirect headline

Body copy

Visual element

Illustration The actual drawing, painting, photography, or computer-

generated art in the ad.

Definition:

Purposes: Attract attention of the target audience Make the brand heroic Communicate product features or benefits Create a mood, feeling, or image Stimulate reading of the body copy Create the desired social context for the brand Must be consistent with the copy strategy Makes concrete the values and benefits of the brand that

may be intangible

How to Get a Big Idea

Creative process: A formal procedure for increasing productivity and

innovative output by an individual or a group

Steps In The Creative Process

Design Fundamentals The structure (and plan behind the structure) for the aesthetic and

stylistic aspects of a print advertisement.

Principles of DesignBalance Proportion

Order

UnityEmphasis

Layout

1. Thumbnails

2. Rough layout

3. Comprehensive

4. Mechanicals

Creative Tactics for Television

Sight Motion Sound

• Storyboard: A mockup combining copy and visual material to show the sequence of major scenes in a commercial

Copyright © Houghton Mifflin Company. All rights reserved. 19 | 27

PluggedPlugged“Hum”“Hum”

UnpluggedUnplugged“Buzz”“Buzz”

LeapLeap“Yeah”“Yeah”

UpsetUpset“Oops”“Oops”

Message Structure• Order of Presentation

• Placement of information• Primacy Effect: Info learnt first will be remembered better• Recency Effect: Info learnt last will be remembered better• Thus, place strong points at beginning and end of ad

• Conclusion Drawing– Should message explicitly draw a firm conclusion or let audience draw their own

conclusion?– Explicit conclusion -- more easily understood; enhances attitude– Effectiveness depends on:

• Education of target audience• Complexity of issue/topic• Immediate action or delayed effect?

• Benefits of non-conclusion drawing• Reinforces message• More memorable

Two-sided ads• Good and bad points are presented• Highlight important attributes (strong in) and not-so-important attributes

(weak in)• More credible & informative

Most effective when:(a) Audience is intelligent(b) Initial opinion on the issue is negative

BIBA #ChangeIsBeautiful

Left – Right Brain Ads• “Left brain” advertisement

Logical, rational side of brain Manages numbers, letters, words, and concepts Rational appeal

• “Right-brain” advertisement Emotional side of brain Manages abstract ideas, images, and feelings Emotional appeal

Creative Brief - Del Monte• The Objective – increase awareness of the smaller-size cans with pull-top lid.

• Target Audience – senior citizens, especially those that live alone and suffer from arthritis.

• Message Theme – the new cans not only contain a smaller portion but are easier to open.

• Support – 30¢ intro coupon to encourage usage.

• Constraints – copyright logo, toll free #, Web site, legal requirements of a coupon, and what is meant by a small serving.

Del Monte Advertisement

Based on the Creative Brief in the previous slide.

Copywriting: The Language of Advertising

• Four types of ads in which words are crucial1. If the message is complicated2. If the ad is for a high-involvement product3. Information that needs definition and explanation4. If a message tries to convey abstract qualities

• Copywriter• The person who shapes and sculpts the words in an ad

Copywriting for Print• Display copy

• Elements readers see in their initial scanning

• Body copy• Elements that are designed to be

read and absorbed

The Headline• Key element in print advertising• Conveys the main message• Works with the visual to get

attention and communicate creative concept

• Captions• Have the second-highest readership and serve an information function

• Subheads• Sectional headlines used to break up a large block of copy

• Taglines• Short, catchy, memorable phrases used at the end of an ad to complete the

creative idea

How to Write Radio Copy• Must be simple enough for consumers to grasp, but intriguing

enough to prevent them from switching the station• Ability of the listener to remember facts is difficult• Theater of the mind

• The story is visualized in the listener’s imagination

How to Write Television Copy• Moving action makes television so much more engaging than print• The challenge is to fuse the images with the words to present a

creative concept and a story• Storytelling is one way copywriters can present action in a television

commercial more powerfully than in other media

Tools of Television Copywriting

• Video• Audio• Voice-over• Off camera• Other TV Tools• The copywriter must describe

all of these in the TV script

Talent

• Announcers• Spokespersons• Character types• Celebrities

Planning the TV Commercial

• What’s the Big Idea• What’s the benefit• How can you turn that benefit into a visual element• Gain the viewer’s interest• Focus on a key visual• Be single minded• Observe rules of good editing• Try to show the product

Production Stages for TV Commercials

Preproduction All work before actual shooting, recording

Production Period of filming, taping, or recording

Postproduction Work after spot is filmed or recorded

Preproduction TasksSelect a director

Cost estimation and timing

Choose production company

Bidding

Preproduction meeting

Production timetable

Preproduction

Production Tasks

Location Timing Talent

Production

Postproduction TasksEditing Processing

Sound effects

Audio/video mixing

OpticalsApprovals

Duplicating

Release/shipping

Postproduction

Copywriting in a Global Environment

• Language affects the creation of the advertising• Standardizing copy content by translating the appeal into the

language of the foreign market is dangerous• Use bilingual copywriters who can capture the essence of the

message in the second language• Back translation

The Power IdeaDescribable in a simple word or phrase

Likely to attract the prospect’s attention

Lets prospects vividly experience the goods

Revolves around the clinching benefit

Allows you to brand the advertising

Wrigley Takes a Creative Risk

Wallas’ Creative Process Model

IncubationSetting ProblemAside

PreparationGathering Information

TheCreativeProcess

Selecting and Scheduling Media

• Media planning involves decisions on:

• Media class (television, magazines)

• Media vehicles (specific TV programs, specific magazines)

• Media schedules (frequency, timing of ads)

• Planning and coordination• Implementation

• Detailed scheduling of campaign phases• Evaluation and

corrective action as necessary to make the campaign more effective

Executing the Campaign

The Unique Selling Proposition (USP)

Buy this product/service and you get this benefit or reward

Must be unique to this brand or claim; something rivals can't or don't offer

UniqueBenefit

Unique Selling Proposition

Promise must be strong enough or attractive enough to move people

Potent

It’s all about Highlighting your ….

Vs Publicity• A news story type of communication transmitted

through a mass medium at no charge• News release

• A short piece of copy publicizing an event or a product• Feature article

• A manuscript of up to 3,000 words prepared for a specific publication

• Captioned photograph• A photo with a brief description of its contents

• Press conference• A meeting used to announce major news events