Content No. Lesson Writer Vetter Page No. 01 Advertising: An Introduction Sh. M. R. Patra Prof. Manoj Dayal 19 02 Types of Advertising Sh. M. R. Patra Prof. Manoj Dayal 13 03 Examples of Advertising Sh. M. R. Patra Prof. Manoj Dayal 19 04 Advertising Agencies Sh. M. R. Patra Prof. Manoj Dayal 16 05 Creativity in Advertising Sh. M. R. Patra Dr. P. K. Jena 16 06 Media of Advertising Sh. M. R. Patra Prof. Manoj Dayal 19 07 Advertising Campaign Sh. M. R. Patra Prof. Manoj Dayal 18 08 PR: An Introduction Sh. M. R. Patra Prof. Manoj Dayal 15 09 Publics in PR Sh. M. R. Patra Dr. P. K. Jena 08 10 Tools of Public Relations Dr. P. K. Jena Sh. M. R. Patra 20 11 Public Relations in Govt. & Sh. M. R. Patra Prof. Manoj Dayal 14 Private Sectors 12 Business Communication I Sh. M. R. Patra Prof. Manoj Dayal 21 13 Business Communication II Sh. M. R. Patra Prof. Manoj Dayal 21 14 Media Relations Sh. M. R. Patra Prof. Manoj Dayal 14 Converted in to SIM format by: Sh. M. R. Patra About the authors and vetters: Sh. M. R. Patra Lecturer, Department of Communication Management & Technology, Guru Jambheshwar University of Science & Technology, Hisar, Haryana – 125 001 Prof. Manoj Dayal Dean, Faculty of Media Studies, Guru Jambheshwar University of Science & Technology, Hisar, Haryana – 125 001 Dr. P. K. Jena Lecturer, Department of Communication Management & Technology, Guru Jambheshwar University of Science & Technology, Hisar, Haryana – 125 001 Master of Mass Communication (1st year) / PGDMC ADVERTISING AND CORPORATE COMMUNICATION MMC 105 / PGDMC 105 Lesson: 7 ADVERTISING CAMPAIGNS Writer: Sh. M. R. Patra Senior Lecturer, Dept. of C M & T, GJUST, Hisar, (Haryana) Vetter: Prof. Manoj Dayal Dean, Media Studies, GJUST, Hisar, (Haryana) Converted in to SIM format by: Sh. M. R. Patra LESSON STRUCTURE: There is a saying in the field of advertising; ‘doing business without advertising is like winking at a girl in a dark room’. This saying tells a lot about the importance of advertising. The importance of advertising can also be judged from the fact that there is hardly any kind of organization that does not use advertising. Advertising has emerged as a major tool of marketing communication. It informs people about the advertised products, it creates positive images; and it persuades. In this lesson, we shall discuss about advertising campaigns. We shall also focus on the stages of advertising campaigns. Finally, we shall discuss media planning and creative planning. This lesson shall be structured as follows: 7.0 Objectives 7.1 Introduction 7.2 Presentation of Content 7.2.1 Why Advertising Campaigns 7.2.2 Structure of Advertising Campaigns 7.2.2.1 Situational Appraisal 7.2.2.2 Situational Analysis 7.2.2.3 Strategic Planning 7.2.2.4 Creative Planning 7.2.2.5 Media Planning 7.2.2.6 Implementation or Execution 7.2.2.7 Coordination 7.2.2.8 Evaluation 7.3 Summary 7.4 Key Words 7.5 Self-Assessment-Questions (SAQs) 7.6 References/Suggested Reading 7.0 OBJECTIVES: The objectives of this lesson are as follows: • To understand the Structure of Advertising Campaigns, • To study Situational Appraisal, • To understand Situational Analysis, • To understand Strategic Planning, • To understand Creative Planning, • To understand Media Planning, • To understand Implementation or Execution, • To understand Coordination, • To understand Evaluation. 7.1 INTRODUCTION: Advertising reaches large number of people with information. It tries to create positive and concrete images. This cannot be achieved with single or sporadically appearing advertisements. Considering the high costs of creating advertisements and the high media costs, advertising requires proper planning. Just as in case of military operations. This is the reason why advertising rarely consists of a single isolated advertisement. Almost always, a series of related ads are used over a period of time in the form of a campaign. All the ads in a campaign appearing in different media are self contained and independent in nature. However, they have a single theme and resemble each other in terms of visual and verbal similarity. The singular theme provides psychological continuity while the visual and verbal similarity provides physical continuity. This way all the ads in a campaign work towards a single goal of informing and persuading. In this lesson, we shall discuss the various aspects of advertising campaigns including the stages of ad campaigns. 7.2 PRESENTATION OF CONTENT: In this lesson, the content shall be presented as follows: • Structure of Advertising Campaigns, • Situational Appraisal in Advertising Campaigns, • Situational Analysis in Advertising Campaigns, • Strategic Planning in Advertising Campaigns, • Creative Planning in Advertising Campaigns, • Media Planning in Advertising Campaigns, • Coordination in Advertising Campaigns, • Evaluation in Advertising Campaigns. 7.2.1 WHY AD CAMPAIGNS? The term campaign comes from the military. The Webster Dictionary defines a campaign as ‘a series of planned actions’. In military maneuvers, a campaign means “a series of planned activities executed in a specific time period, over a specific area to achieve specific goals”. An advertising campaign means an organized series of related advertisements prepared and placed in various media over a specific period of time to achieve specific advertising objectives.” Like in military operations, which are based on intelligence, advertising campaigns require information. This is collected through research. This information forms the basis for setting the objectives and planning. Ad campaigns, to be effective, also require proper timing and execution. In military maneuvers, a series of operations are required to overcome obstacles and barriers. In advertising, a series of ads are required to reach the target audience, keep reminding them, reinforce the message, and finally reassure them. While doing all these, an ad campaign tries to persuade the people to act the way the advertisers want. There are two ways of doing advertising. An advertiser can advertise in an erratic, irregular and unplanned manner. This would lead him nowhere and all the efforts and money spent on advertising would bear no fruit. Or an advertiser can plan a concrete, detailed and sound advertising programme and create a series of related ads to be placed in the media in the form of a campaign. An advertising campaign has far greater chances of succeeding because of coordination, balance, proper timing and continuity. 7.2.2 STRUCTURE OF AN AD CAMPAIGN: An ad campaign determines what the advertiser wants to say. It also determines how, when, where and to whom the advertiser wants to say it. It also answers the big question - how much to spend? These simple questions like ‘what’, and ‘who’ etc. have different names in advertising terminology. The ‘Who’ in advertising is the ‘target market or audience’? The ‘How’ is the creative strategy and ‘What’ is the message. ‘Where’ is the media strategy, ‘When’ is the ‘timing’ or scheduling and ‘How much’ is the advertising budget. The above-mentioned ‘questions’ are answered during the campaign planning process. This planning process includes the following activities: 1. SITUATION APPRAISAL i. Consumer research and market research. ii. Company and product research. iii. Competitive research. 2. SITUATION ANALYSIS i. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats) ii. Analyzing key problems. iii. Finding the competitive advantage. 3. STRUCTURAL or STRATEGIC PLANNING i. Setting objectives ii. Targeting iii. Positioning iv. Determining the length or duration of the campaign. v. Budgeting 4. CREATIVE PLANNING i. Finding the theme ii. Finding the creative strategy 5. MEDIA PLANNING i. Deciding the media, the vehicles and the options ii. Media Scheduling iii. Media booking 6. COORDINATION i. Coordination with other promotional activities ii. Overseeing all promotional activities in a holistic manner 7. EVALUATION i. Pre-testing ii. Concurrent testing iii. Post-testing 7.2.2.1 SITUATION APPRAISAL: Before planning any activity, one requires relevant information regarding the situation. For planning an ad campaign we require information about three things: * The target market or the consumer, * The company or product, and * The competition. Information is collected using primary and secondary research techniques. The three important research areas are: * Consumer Research and Market Research. * Product and Company Research * Competitive Research Consumer Research and Market Research: Who buys the product? When do they buy it? How frequently do they buy? How do they use the product? What are their attitudes and perceptions about the product? Who takes the decision to buy? Who influences them to buy? What decision process do they go through before buying? Consumer Research and Market Research find answers to the above mentioned and other related questions. The target market has to be described geographically, demographically and psycho-graphically. Product and Company Research: Product research covers the quality of the product, its uses, distinctive features, packaging, price, unit of sale, brand image, distribution, positioning and its product life cycle, etc. Company research includes the image of the company, its reputation, the resources, its philosophies, etc. Competitive Situation Research: This involves finding the activities of the competitors, both direct and indirect - with respect to market share, product range, product features, positioning and targeting strategies, distribution network, prices, etc. This also covers the competitors’ current and past of advertising strategies, media expenditures and advertising schedules. 7.2.2.2 SITUATION ANALYSIS: Research conducted to collect information about the target market, the product and competition needs to be analyzed to find out relevant and significant facts. These facts help in developing strategies. The following things are done after collection of information. * SWOT Analysis * Key problem analysis * Competitive Advantage analysis. SWOT Analysis: SWOT stands for strengths, weaknesses, opportunities and threats. From all the information collected, campaign planners find out the strengths of the product. These strengths could be in any area. For example, it could be a new or better product feature, better servicing or distribution network, lesser price, durability, etc. The strength often leads to new opportunities to be explored. SWOT analysis also reveals the weakness of the product in comparison to its competitors. Weaknesses make the product vulnerable to threats from others. For example if a product is priced high, the competitors could start offering their products at a lower price. If the servicing network is poor, then competitors could exploit this. So all the weak areas need to be guarded. Key Problem Analysis: From SWOT analysis, the campaign planners find communication problems that need to be addressed through the campaign. Key communication problems include: * Informing the consumers, * Increasing their awareness level, * Changing a negative attitude, * To reinforce a message or image, * To reassure the consumers, * To change an image, * To create a new image, * To create broad differentiation in the minds of the consumers, and * To bring about acceptance of goods or ideas, etc. Finding the Competitive Advantage: This particular analysis focuses on finding how and in what respects the product is better than its competitors. This analysis tries to find out an area that is important to consumers and if the product has any advantage over its competitors in that area. 7.2.2.3 STRATEGIC PLANNING: We all know that advertising is both an art and a science. While the art comes from writing, designing and producing exciting advertisements, the science comes from scientific methods of research and strategic planning. Advertising is a disciplined art. The discipline comes from well- formulated strategies, which are developed to accomplish specific objectives. Strategic planning is the process of making intelligent decisions. It starts with finding out what to do (setting objectives), deciding how to accomplish the objectives (determining strategies). It also decides whom to address (the target audience), how to distinguish the product (positioning), how much to spend (budgeting) and for how long to run the campaign (duration). Setting the objectives: Advertising objectives are determined directly from the key problems analysed earlier. These objectives are usually answers to such questions as what does this campaign need to accomplish or what effect should it have on the target audience? As far as the first question goes, advertising objectives could be : * To inform about a new product. * To change or reinforce consumer attitudes and perspectives. * To persuade consumers to try a new product or to buy more of it. * To persuade consumers to switch brands. * To create a new image or personality for the product. * To create a unique position for it. * To sustain an image. Others set advertising objectives on the basis of the impact or effect they create on the consumers. One classic approach is John D. Leckenby’s AIDA model (Attention, Interest, Desire and Action). Russell Colley developed a slightly different model called the DAGMAR (Defining Advertising Goals for Measured Advertising Results). This model begins with awareness, moves on to comprehension, then conviction, and ends with action. Michael L. Ray developed the think-feel-do model. Here think stands for awareness and knowledge, feel stands for liking and preference and do stands for acceptance and purchase. Advertising objectives are used to guide the development of the campaign strategy. Also these are used to measure the result of the campaign at the end of the campaign. Some additional objectives are listed below: * To boost immediate sale. * To build a brand image. * To contribute to increased sale. * To build consumer satisfaction. * To help the trade channels. * To project a corporate image. Targeting: The next step is to identify the present and the potential buyers. They are called the target market or the target audience. Advertising people finalize the target audience, find their characteristics (geographic, demographic and psycho-graphic). These characteristics help determine the media to be used to reach the target audience and also to create effective advertising messages. Target market or the target audience (the first is a marketing term and the second is an advertising term) includes present and potential customers. It also includes those people who influence the buying decision. For example, in case of many products kids influence the buying of certain household products. Doctors influence buying of medicines by way of prescribing. So do pharmacists. Similarly architects and designers influence the purchase of materials used for building and decorating houses. In addition to geographic, demographic and psycho-graphic features, the target audience is also profiled in terms of personality and lifestyle of the typical audience member. Positioning: Positioning is a marketing strategy. It is however created through advertising. Positioning is the perception about a product in the minds of the consumers in relation to the competitors. For example ‘Luna’ is the ‘no tension moped’. ‘Maggie noodles’ is a ‘two minutes snack’. ‘Marlboro’ is a ‘macho cigarette’. Establishing as well as changing ‘positions’ requires tremendous advertising efforts and a lot of research. This basically involves product feature analysis. The most important and relevant features of the product are then compared with features of competing brands. Some people also use a technique called perceptual mapping. This technique helps find the present positioning and determining a new positioning, if required).