Campaign Planning Meaning and Features Campaign Series of advertisements having a common theme For long time4 months 6 months 1 year Common Theme Continuity Definite objective Procedure ID: 1002687
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1. Advertising SEM IVMODULE II
2. Campaign Planning: Meaning and FeaturesCampaign : Series of advertisements having a common themeFor long time—4 months, 6 months, 1 yearCommon ThemeContinuityDefinite objective
3. ProcedureResearch of market, media, competitors advertisementObjective of CampaignTarget MarketBudgetMedia mix selectionScheduling of mediaMessage designingClient approvalExecution of CampaignFeedback
4. DAGMAR modelDefining Advertising Goals for Measurable Advertising Results1961Introduced by Russell ColleyMain idea: success of advertising depends upon its communication. Hence it is necessary to communicate effectively through advertising with definite goals.
5. ObjectivesCommunication objectives:Inform, awarenessConvinceAptitude-positiveBrand LoyaltyTo educateTo develop ReputationT o increase competitive strengthSales objectives:Increase sales/demandIncrease ProfitVariety of productNo. of customersMkt. ExpansionWiden distribution networkReputationFree samples: experience
6. AD. BudgetEstimate of future activity, income /expenditureUnits / moneysingle use planSales, purchase, materialGenerally 1 yr.UniversalFuture oriented
7. Ad. budgetBig amountInvestmentAd. is a basic activity/ imp. Activity
8. Factors influencing Ad. budgetCompetitionTarget for salesTarget audienceQuality Market areaFrequencySize of CompanyFunds
9. Factors….Management philosophyProduct—stage of a particular product/ serviceMedia mixTime and place in mediaPast advertising expensesMedia chargesCelebrity
10. Methods1. Fixed Guideline Method: Logical, scientific, simple.A. % to sales— estimated sales in terms of rs..Estimated sales---rs.10,00,000/, 1% of estimated sales. budget =rs. 10kB. Unit of sales method: 30,00,000 units., ad. budget rs.0 . 20/ per unit= 6 Lc. Competitors expenditure method:d. Share of market method : 1 2 3 4 5 50% 10% 25% 5% 10%Mkt. share
11. Methods– Ad. Budget2. Task method : objective 3.Subjective: No fixed base—management takes decision Arbitrary---managementAll you can afford---assets, profitGo for broke----remaining—least importance to advt.
12. Media Planning---media mixTarget audienceDeciding Media objectives---Media Reach, Media Frequency , Media Coverage.Selection of Media Mix –combination/ blendingSelection media vehicle--- programme , time, place, type of news paperBudgetAllotment of funds-Media scheduling---Bursting , Flighting, Alternate month, Seasonal—2,Pulsing.Placing of Ad.—copy ready-design—story board, availability, video, recording., client approval.Feedback, revise—tests--research
13. Media BuyingMeaning: Buying/ booking a slot in particular medium.-time/ place Ref media mixClient approval media, vehicleContact media peopleCheck AvailabilityMedia chargesNegotiatingClient approvalAgreement—media people
14. Media ObjectivesAudience Objectives: exact target audience.Message Distribution Objectives: Media Reach/ circulation : No. of people/households getting exposed to a particular medium.Media Frequency : No of times.. at which people get exposed to a particular mediumGross Rating Points : Reach multiplied by frequencyContinuity : % of budget allotment at every month/ period
15. Factors influencing Media selectionTarget AudienceType of productCompetitors strategyCampaign ObjectiveAd. BudgetMedia ImageMedia CostMedia CirculationFrequency of media
16. Factors influencing Media selection contd…
17. Media Scheduling StrategiesBursting : Heavy advertising initiallyFlighting : Advertising with gap--hietusPulsing: High..low advertisingSeasonal: Step up, Step down Steady : Equal every month/ periodAlternate month.
18. QuestionsWhat do you mean by Ad. campaign? Explain with salient features.Examine the process of campaign planningWrite detailed note on DAGMAR modelDistinguish between Communication Objectives and Sales Objectives.Explain Communication objectivesExplain sales objectivesWhat are the factors influencing Ad. Budget
19. Questions….contd…What are various methods of budgeting for Ad. expenses?Write a note on Fixed Guideline method of Ad. budget What is media planning. Explain its procedure.Explain various media objectives.What are various media scheduling strategies ?What factors are considered in selection of media?Define ‘Media Buying’. Write the process of Media Buying.