THE CREATIVE BRIEF A document that is given to the creative team to help in their planning of the message execution A creative brief includes the information such as Product information Target audience ID: 1033065
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1. PLANNING ADVERTISING CAMPAIGNS
2. THE CREATIVE BRIEFA document that is given to the creative team to help in their planning of the message executionA creative brief includes the information such as Product informationTarget audienceAd themeKey messageAdvertising objectivesDeveloping brand personalityMedia mix
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4. Creative brief is decided by advertising objectivesLaunching of a new productIncreasing sale of existing productCovering new market segmentationTesting the marketInfluencing consumer attitudeNew use of the existing productIncreasing frequency of use of the productWinning over new customersImproving packagingChanging brand image
5. Elements of creative briefProblemTarget audienceBrand positioningBrand imperativesCommunication objectivesConsumer insight Selling ideaSupportiveCreative directionMedia imperatives
6. DAGMARDefining advertising goals for measured advertising resultsRussell Cooley in the year 1961Under the DAGMAR approach an advertising goal involves a communication task i.e. specific and measurable.DAGMAR is the model of the purchase process beginning it involves the following steps AwarenessComprehension ConvictionAction
7. Objectives of DAGMARCommunication task
8. Specific taskWritten goalsMeasurable taskBenchmarkTarget audienceTime period
9. Merits of DAGMARFacilitates sound ad planningEnsures effective communicationImproves understandingReduces subjectivity
10. ADVERTISING BUDGETFACTORS AFFECTING DETERMINATION OF AD BUDGETOrganisational objectivesDegree of market competitionStages in product life cycle Size of the market Type of the productAvailability of financeMedia usedSize of the companyFrequency of advertisementQuality of advertising campaign
11. METHODS OF SETTING AD BUDGETMETHODS OF PREPARING AD BUDGETFIXED GUIDELINES METHODTASK METHODSUBJECTIVE METHODPercentage of sales methodDeciding the ad objectiveArbitrary methodUnits of sales methodPreparing ad planAffordable amount methodCompetitors’ expenditure methodCollecting the necessary financeMarket share methodExecuting ad plan
12. MEDIA PLANNINGMedia planning is the process for determining for the most cost effective mix of media for achieving a set of media objectivesIts basic purpose is to select the right media in order to reach the right audience so as to have a desired responseCOMPONENTS OF MEDIA PLANNINGMarketing analysisAdvertising analysisMedia strategyMedia schedule
13. NEED AND IMPORTANCE OF MEDIA PLANNINGGrowth of mediaSelection of mediaPromotion of salesProviding supplementsSuitabilityAvoiding wasteAdvising client
14. STEPS IN MEDIA PLANNINGDeciding the target market for advertisingDeciding the advertising messageMatching media with the target groupSelecting the media ( foll factors will be considered)Target audienceProductCostMessage
15. 5) Selecting specific media vehicle6) Deciding media scheduleNature of productNature of salesPosition of product life cycleNature and extent of competitionAvailability of funds7) Implementation of media plan8) Evaluation and follow up
16. MEDIA BUYING Media buying is booking time and space in media In media buying, contact will be established with the media, suitable negotiations will be made and time and space will be purchased for advertisingSTEPS IN MEDIA BUYING: SelectionApproval of the clientContact with mediaFinalise planFinalise rates
17. Finalise premium positionNegotiationsSupply materialsMonitor advertisementPayment
18. FACTORS TO BE CONSIDERED BEFORE SELECTING A MEDIANature of ProductTarget marketMedia circulation and geographical coverageMedia costMedia flexibilityMedia lifeMedia availabilityMedia restrictionsMedia imageAdvertising objectivesAdvertising budgetPosition of competitors
19. Media scheduling strategiesIt relates to the timing of media insertions within a specific period. Important media scheduling strategies are Bursting strategy ( heavy during a particular period)Burst-Hiatus-Flights( Heavy advt followed by no adv)Flight strategy( distributed throughout with periodic 2)Pulsing strategy ( Regular adv + low adv for a short per)Seasonal strategy ( adv only during seasons)Teaser step-up ( low when season starts and then picks)Step down ( high when season starts then step down)Steady Strategy ( fixed amt every month) Alternating strategy ( adv every alt month)
20. Product and SlogansProductSloganAmulThe taste of IndiaPepsi Yehi hain right choice babyThums Up Taste The ThunderSurf Daag Acche hainTata Safari Reclaim Your LifeAsian Paints Har Ghar Kuchch Kahta heinFrooti Fresh N JuicyPoloThe mint with a holeAirtelExpress YourselfKingfisherThe King of Good Times
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