Marketing Campaign Planning
Chapter 6 Advertising and Public Relations
6.2 Developing an Advertising Campaign
Developing an Advertising Campaign - Marketing Campaign Planning - ثالث ثانوي
PART 1
Chapter 1 Introduction to Marketing
Chapter 2 Consumer Behavior
Chapter 3 Marketing Strategies
Chapter 4 Products and Services
PART 2
Chapter 5 Planning for a Marketing Campaign
Chapter 6 Advertising and Public Relations
Chapter 7 Personal Selling and Sales Promotion
Planning and executing an Advertising Campaign
KEY TERMS Advertising campaign
MARKETING MATTERS After the advertising plan has been created, the budget set, and the creative strategy developed, the creative team prepares the strategic brief, which guides the developmen
What do you think the first and final steps in the process of developing an advertising campaign could be? Which steps could come between these two
Creating an Advertising Plan
CAMPAIGN PLANNING STAGES
Identify and Analyze the Target Audience
Advertisers research and analyze the target audience to establish an information base for a campaign
For which products or services would this demographic group be the target audience?
Define the Advertising Objectives
Create the Premise of the Advertising Campaign
premise of an advertising campaign
What specific questions do you think marketers might ask when they want to find out what issues are important to consumers
Digital Media Redefines Advertising Roles
If you were in charge of staffing at an advertising agency, what characteristics would you look for in candidates for a vacancy in the creative department
Why is it important for advertisers to be able to think beyond traditional media
Determine the Advertising Appropriation
Develop the Media Plan
Factors Affecting Media Selection
What is the most important objective of media planning
Describe one method that a company might use to determine how many resources to allocate for an advertising campaign
How would you define "the premise of an advertising campaign"
Name at least two aims that an advertising campaign might have
Why is it so important for advertisers to correctly identify the target audience for an advertising campaign
Create the Advertising Message and Execute the Campaign
Create the Advertising Message
advertising message
How do you feel about having your experience of playing a game, watching a video, or reading content on a website interrupted by push advertising
life stage, and other attributes influence both the content and form of advertising designed to appeal to them
copy
Some copywriters have adopted the following guidelines for developing body copy systematically
What effect are these advertising messages likely to have on consumers? Why
MARKETING SCENARIO Why Would a Company Tell People Not to Buy Its Products
How does the company reinforce the messages in its advertising with its actions
What message and information is this Saudi Arabian company communicating to customers in its advertising
Artwork
Execute the Advertising Campaign
What is the meaning of "to substantiate a claim" in the context of advertising and how can advertisers do this effectively
What factors do advertisers need to consider when they are creating copy for different types of media
What can happen if advertisers push their advertising too hard? Use the information in this chapter and your own ideas and experiences
What factors determine the nature of the advertising message used for an advertising campaign
Evaluate the Effectiveness of an Advertising Campaign
Pre-test Evaluation and Evaluation During a Campaign
existing or potential buyers of the advertised product
Post-test Evaluation
How often do you or would you respond to surveys from companies you have made purchases from to find out how satisfied you were
Defining Success
Consumer Recall
However, recalling an advertisement does not necessarily lead to buying the product or brand advertised
What does the technique known as single-source data help advertisers to collect data about and how does it work
Why is it difficult to evaluate the impact of an advertising campaign precisely
At which points in an advertising campaign do advertisers collect and analyze data about the effectiveness of the campaign
What are the potential issues with post-test methods based on memory and is there anything advertisers can do to overcome these
What is the usual relationship between the intensity with which advertising is targeted at consumers and the consumers' response to it
When they select media to use in an advertising campaign, what is the media planner's goal
Make Academic Connections Technology
Connect to the Real World Select a product and create an advertising campaign for it. Write a strategy that outlines your target audience and main advertising message
