Developing an effective advertising campaign requires a stream of interconnected decisions on such matters as objective setting, budget setting, media decisions as-well-as decisions on strong creative strategy.
Following are the decision, that you should take while designing an advertising programme:
Mission (Objective) Decision: The very first decision in any advertising campaign is to decide the mission. Marketer sets the sales objectives and communication objectives.
Money and Budget Decision: There are many methods for deciding on advertising budget. Objectives have a great influence on the advertising budget.
The methods of deciding advertising budget includes percentage of sales volume, unit of sales method, competition parity method, historical method, affordable method, total group budget, percentage of anticipated turnover, elasticity method, operational modeling, composite method, objective and task method, establish the market share goal, determine the percentage of the market that should be persuaded to try the brand, determine the number of advertising impressions per one percent of trial rate, determine the number of gross rating points that would have to be purchased, determine the necessary advertising budget on the basis of average cost of buying a gross rating point.
Message Decision: Generating the ideas for the development of advertising message is a creative process.
Advertisers have to decide what message is to be delivered and how the message will be delivered to the audiences. He has to get answer for two questions:
What to say? and how to say?
What to say: Advertising appeal refers to the central idea. This is to inform the audience about the offering related to product.
How to say: The message should also be presented in a right way to the audiences. Marketers can identify the creative platform including storyline, product use and problem solution, slice of life, demonstration, testimonials and spokeperson, lifr style, still life, association, montage and jingle.
Media Decision: Advertisement can be through various types of media:
Print Media: It is a written communication. Message is conveyed through words, pictures or photographs. Print media are newspapers and magazines. Newspapers are published daily and are read widely by the literate population. Advertisement via newspaper can be good if the mass coverage is required.
Magazines are published weekly, monthly, quarterly etc. Different type of people read different magazines. For example Business Today and Outlook are the magazines for businessmen and corporates. So, advertiser can select the target segment and accordingly select the magazine.
Advantages of Print Media
- Quickly grabs the attention.
- Mass coverage.
- Relatively cheaper than other media.
- Repetition is possible.
Disadvantages of Print Media
- Medium is only for literate population
- Useless in case of urgent messages.
- Impact may be slow.
Broadcast Media: It is the audiovisual display of message it can be via radio and television. It can be effective. Radio is heard by the number of people. Even an illiterate person likes to listen radio. It can be used to cover mass segments. Message can be clearly conveyed.
Television avails audio-visual display of message which is very attractive medium as Television is very popular amongst the segments. Advertisers just need to select the channel. For example, cartoon network to tap the kids segment and NDTV 1 corporate segments.
Advantages :
Disadvantages
Direct Media Is communicating directly to the prospect and not involving any third party. It can be through direct mails or e-mails.
Direct Mails: Posting letters with personalized message to the target consumers.
1. Economical, e-mails are in fact free of cost.
2..Customized messages can be sent.
3. It grabs the attention of the prospect.
Disadvantages :
1. Do not cover mass area.
2. Time-consuming.
3. Everybody may not use internet, or some technical problem may occur.
Outdoor Media: People keep travelling from home to office, to markets, cinema, and distant places etc. Outdoor media is used to tap the people when they are travelling. It can use pamphlets, posters, hoardings for signs and electric display, exhibitions, show-case displays.
Pamphlets carrying information about the product are distributed amongst the consumers. Posters are displayed around the towns at public places. Hoardings are large size boards that display the message which are fixed at road sides. Electric displays are very attractive and are easily noticeable.
1. Economical, e-mails are in fact free of cost.
2..Customized messages can be sent.
3. It grabs the attention of the prospect.
Disadvantages :
1. Do not cover mass area.
2. Time-consuming.
3. Everybody may not use internet, or some technical problem may occur.
Outdoor Media: People keep travelling from home to office, to markets, cinema, and distant places etc. Outdoor media is used to tap the people when they are travelling. It can use pamphlets, posters, hoardings for signs and electric display, exhibitions, show-case displays.
Pamphlets carrying information about the product are distributed amongst the consumers. Posters are displayed around the towns at public places. Hoardings are large size boards that display the message which are fixed at road sides. Electric displays are very attractive and are easily noticeable.
1. Economical, e-mails are in fact free of cost.
2..Customized messages can be sent.
3. It grabs the attention of the prospect.
Disadvantages :
1. Do not cover mass area.
2. Time-consuming.
3. Everybody may not use internet, or some technical problem may occur.
Outdoor Media: People keep travelling from home to office, to markets, cinema, and distant places etc. Outdoor media is used to tap the people when they are travelling. It can use pamphlets, posters, hoardings for signs and electric display, exhibitions, show-case displays.
Pamphlets carrying information about the product are distributed amongst the consumers. Posters are displayed around the towns at public places. Hoardings are large size boards that display the message which are fixed at road sides. Electric displays are very attractive and are easily noticeable.
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Advantages ::
• Covers a particular area.
• Less expensive than other media
• Can be seen repeatedly by the local public.
Disadvantages ::
Measurement of Effectiveness Decision: The last decision in the advertising process is about the methods to test ti effectiveness of advertising. This is necessary because there is a huge cost involved in advertising. If a company launches a campaign and it is not effective then all the money is wasted. Furthermore, there is also an opportunity cost involved in advertising.
A successful campaign would have generated additional sales, which one has to lose because of poor campaign, and it provides a scope for the competing brand to win over the customers in the absence of a good advertising campaign. Therefore, managers should test the ‘effectiveness of the communication message before launching the campaign.
Advantages ::
• Covers a particular area.
• Less expensive than other media
• Can be seen repeatedly by the local public.
Disadvantages ::
Measurement of Effectiveness Decision: The last decision in the advertising process is about the methods to test ti effectiveness of advertising. This is necessary because there is a huge cost involved in advertising. If a company launches a campaign and it is not effective then all the money is wasted. Furthermore, there is also an opportunity cost involved in advertising.
A successful campaign would have generated additional sales, which one has to lose because of poor campaign, and it provides a scope for the competing brand to win over the customers in the absence of a good advertising campaign. Therefore, managers should test the ‘effectiveness of the communication message before launching the campaign.
Advantages ::
• Covers a particular area.
• Less expensive than other media
• Can be seen repeatedly by the local public.
Disadvantages ::
Measurement of Effectiveness Decision: The last decision in the advertising process is about the methods to test ti effectiveness of advertising. This is necessary because there is a huge cost involved in advertising. If a company launches a campaign and it is not effective then all the money is wasted. Furthermore, there is also an opportunity cost involved in advertising.
A successful campaign would have generated additional sales, which one has to lose because of poor campaign, and it provides a scope for the competing brand to win over the customers in the absence of a good advertising campaign. Therefore, managers should test the ‘effectiveness of the communication message before launching the campaign.
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