Planning and Managing Advertising

Advertising campaign involves designing a series of advertisements and placing them in various advertising media to reach a desired target group. The objectives of Advertising Campaign are:

Building a strong brand image.

Accelerate growth and market share.

Influence buying decision.

Enhance perceived value.

Support selling and other means of communication.

Educate consumers.

Reminder.

Retrieve lost sales.

Keep product in public eye.

Advertising Strategy:

a. Product or market positioning

b. Product differentiation

c. Lifecycle

d. Kim Lord grid purchase-decision position

Key issues to consider in campaign planning

Research: first step is to do a market research for the product to be advertised. One needs to find out the product demand, competitors, etc.

Know the target audience: one need to know who are going to buy the product and who should be targeted.

Selection of media: the media or number of Medias selected should be the one which will reach the target customers.

Media scheduling: the scheduling has to be done accurately so that the ad will be visible or be read or be audible to the targeted customers at the right time.

 Happy Learning!

Anamika Gupta

IAAN