What is Advertising campaign? Definition and Examples of Advertising campaign?

 

Advertising Campaign

 An advertising campaign is a purposeful system of planned promotional activities, united by one idea and concept to achieve a specific marketing goal within the framework of the advertiser's agreed marketing strategy, within the period, scope, market, and target audience established by preliminary analysis.

 Advertising campaign

Campaign component

An advertising campaign can have different goals. Campaign preparation may be caused by the need to enter new markets, the emergence of new products that are different from the usual assortment; a change in the market situation (for example, a decrease in insolvency or the emergence of a competitive product). 

In addition, the reasons may be a change in the company's activities, rebranding, image correction, as well as additional involvement of resellers, reminding consumers about the product.

Main goal types

The main goals of advertising campaigns are the development of the effect of recognition and recall of goods among buyers, the corresponding degree of awareness of the product, the positive image of the manufacturer (seller), the need to purchase products, and increase demand for products, attract new and at the same time retain existing consumers.

Goals can be combined into three groups: image, stimulating, and stabilizing.

Types of an Advertising Campaign

Advertising campaigns can be divided into types according to different criteria, including the purpose (premise), short-term or long-term, the degree of market coverage, and so on.

The campaign can be either local or even hidden, or regional, national, international, or global. Campaigns have different levels of change in intensity: 

• if events are distributed over time at regular intervals (for example, once a week), then they speak of an even campaign.
• if the intensity of the campaign is increasing or decreasing, then this is reinforced by a gradual increase (or decrease) in the volume of supplies of the advertised product. 

Descending intensity is considered optimal with a limited amount of the advertised product.

By focus, the campaign can be either targeted or niche, or mass (for the general public).

The mono media campaign takes place in only one media, otherwise, they speak of a “media mix” affecting the media in the complex. 

According to the range of use of types of advertising activities, specialized, combined, and complex campaigns are distinguished.

If the campaign covers one segment of the market, then it is called segmented, if there are several segments, then it is aggregated, and with full coverage, it is called total.

Stage of Advertising Campaign

Main (excluding campaign duration):

• Preparatory stage

• Planning
• Development
• Preparing for publication

• Climax

• Organization of promotional events

• The final stage.

• The control
• Adjustment.

Another short version of the steps:

1. Marketing and advertising audit ;
2. Copywriting (strategy, ideas, and text);
3. Design and formatting ;
4. Testing.

Detailed steps:

1. defining the purpose of the campaign;
2. identification and study of the target audience of impact;
3. formation of the preliminary budget ;
4. appointment of responsible persons;
5. definition of the main idea and development on its basis of the concept of an advertising campaign;
6. determination of advertising media and selection of optimal communication channels;
7. development of advertising messages and events of other forms of marketing communications;
8. formation of the final budget for the advertising campaign;
9. drawing up a detailed plan of events;
10. production of advertising media, purchase of space and time for placement of advertising materials;
11. practical implementation of the advertising campaign;
12. analysis of the effectiveness of an advertising campaign.

Targeted Advertising campaign

When an organization starts building its advertising campaign, it needs to research every aspect of its target market and target consumer. The target customer is the person or group of people most likely to make a purchase from an organization and is also referred to as a “buyer”. The target consumer can be classified according to several key characteristics: gender, age, profession, marital status, geographic location, behavior, income level, and education, to name the main factors. This process is called demographic segmentation.

Campaign Models

• The "effective frequency" model, in which the frequency of consumer exposure to advertising, leading to the purchase of the advertised product, reaches a given probability
• STAS-model (short team advertising strength), which assumes one contact of the consumer with advertising in anticipation of the acquisition.
• The CMDS model calculates the time, investment, and durability of a product to achieve a certain level of product, that is, the effectiveness of an advertising campaign within the budget amount, exceeding which will not lead to efficiency.
• A blitz model that intercepts opponents in the market by constant dominance.
• Model of gradual reduction of the advertising budget
• The model of the constant increase in the advertising budget
• Short blitz model (for products with a short life cycle, for example, videos).