PLANNING ADVERTISING CAMPAIGNS THE CREATIVE BRIEF
Description: PLANNING ADVERTISING CAMPAIGNS 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 Ad
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slide1. PLANNING ADVERTISING CAMPAIGNS<br>
slide2. 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
Ad theme
Key message
Advertising objectives
Developing brand personality
Media mix<br>
slide4. Creative brief is decided by advertising objectives Launching of a new product
Increasing sale of existing product
Covering new market segmentation
Testing the market
Influencing consumer attitude
New use of the existing product
Increasing frequency of use of the product
Winning over new customers
Improving packaging
Changing brand image<br>
slide5. Elements of creative brief Problem
Target audience
Brand positioning
Brand imperatives
Communication objectives
Consumer insight
Selling idea
Supportive
Creative direction
Media imperatives<br>
slide6. DAGMAR Defining advertising goals for measured advertising results
Russell Cooley in the year 1961
Under 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
Awareness
Comprehension
Conviction
Action<br>
slide7. Objectives of DAGMAR Communication task<br>
slide8. Specific task
Written goals
Measurable task
Benchmark
Target audience
Time period<br>
slide9. Merits of DAGMAR Facilitates sound ad planning
Ensures effective communication
Improves understanding
Reduces subjectivity<br>
slide10. ADVERTISING BUDGET FACTORS AFFECTING DETERMINATION OF AD BUDGET
Organisational objectives
Degree of market competition
Stages in product life cycle
Size of the market
Type of the product
Availability of finance
Media used
Size of the company
Frequency of advertisement
Quality of advertising campaign<br>
slide11. METHODS OF SETTING AD BUDGET METHODS OF PREPARING AD BUDGET<br>
slide12. MEDIA PLANNING Media planning is the process for determining for the most cost effective mix of media for achieving a set of media objectives
Its basic purpose is to select the right media in order to reach the right audience so as to have a desired response
COMPONENTS OF MEDIA PLANNING
Marketing analysis
Advertising analysis
Media strategy
Media schedule<br>
slide13. NEED AND IMPORTANCE OF MEDIA PLANNING Growth of media
Selection of media
Promotion of sales
Providing supplements
Suitability
Avoiding waste
Advising client<br>
slide14. STEPS IN MEDIA PLANNING Deciding the target market for advertising
Deciding the advertising message
Matching media with the target group
Selecting the media ( foll factors will be considered)
Target audience
Product
Cost
Message<br>
slide15. 5) Selecting specific media vehicle
6) Deciding media schedule
Nature of product
Nature of sales
Position of product life cycle
Nature and extent of competition
Availability of funds
7) Implementation of media plan
8) Evaluation and follow up<br>
slide16. 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 advertising
STEPS IN MEDIA BUYING:
Selection
Approval of the client
Contact with media
Finalise plan
Finalise rates<br>
slide17. Finalise premium position
Negotiations
Supply materials
Monitor advertisement
Payment<br>
slide18. FACTORS TO BE CONSIDERED BEFORE SELECTING A MEDIA Nature of Product
Target market
Media circulation and geographical coverage
Media cost
Media flexibility
Media life
Media availability
Media restrictions
Media image
Advertising objectives
Advertising budget
Position of competitors<br>
slide19. Media scheduling strategies It 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)<br>
slide20. Product and Slogans<br>
slide21. ????????????????????<br>
slide2. 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
Ad theme
Key message
Advertising objectives
Developing brand personality
Media mix<br>
slide4. Creative brief is decided by advertising objectives Launching of a new product
Increasing sale of existing product
Covering new market segmentation
Testing the market
Influencing consumer attitude
New use of the existing product
Increasing frequency of use of the product
Winning over new customers
Improving packaging
Changing brand image<br>
slide5. Elements of creative brief Problem
Target audience
Brand positioning
Brand imperatives
Communication objectives
Consumer insight
Selling idea
Supportive
Creative direction
Media imperatives<br>
slide6. DAGMAR Defining advertising goals for measured advertising results
Russell Cooley in the year 1961
Under 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
Awareness
Comprehension
Conviction
Action<br>
slide7. Objectives of DAGMAR Communication task<br>
slide8. Specific task
Written goals
Measurable task
Benchmark
Target audience
Time period<br>
slide9. Merits of DAGMAR Facilitates sound ad planning
Ensures effective communication
Improves understanding
Reduces subjectivity<br>
slide10. ADVERTISING BUDGET FACTORS AFFECTING DETERMINATION OF AD BUDGET
Organisational objectives
Degree of market competition
Stages in product life cycle
Size of the market
Type of the product
Availability of finance
Media used
Size of the company
Frequency of advertisement
Quality of advertising campaign<br>
slide11. METHODS OF SETTING AD BUDGET METHODS OF PREPARING AD BUDGET<br>
slide12. MEDIA PLANNING Media planning is the process for determining for the most cost effective mix of media for achieving a set of media objectives
Its basic purpose is to select the right media in order to reach the right audience so as to have a desired response
COMPONENTS OF MEDIA PLANNING
Marketing analysis
Advertising analysis
Media strategy
Media schedule<br>
slide13. NEED AND IMPORTANCE OF MEDIA PLANNING Growth of media
Selection of media
Promotion of sales
Providing supplements
Suitability
Avoiding waste
Advising client<br>
slide14. STEPS IN MEDIA PLANNING Deciding the target market for advertising
Deciding the advertising message
Matching media with the target group
Selecting the media ( foll factors will be considered)
Target audience
Product
Cost
Message<br>
slide15. 5) Selecting specific media vehicle
6) Deciding media schedule
Nature of product
Nature of sales
Position of product life cycle
Nature and extent of competition
Availability of funds
7) Implementation of media plan
8) Evaluation and follow up<br>
slide16. 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 advertising
STEPS IN MEDIA BUYING:
Selection
Approval of the client
Contact with media
Finalise plan
Finalise rates<br>
slide17. Finalise premium position
Negotiations
Supply materials
Monitor advertisement
Payment<br>
slide18. FACTORS TO BE CONSIDERED BEFORE SELECTING A MEDIA Nature of Product
Target market
Media circulation and geographical coverage
Media cost
Media flexibility
Media life
Media availability
Media restrictions
Media image
Advertising objectives
Advertising budget
Position of competitors<br>
slide19. Media scheduling strategies It 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)<br>
slide20. Product and Slogans<br>
slide21. ????????????????????<br>