6 Key excerpts on "Marketing Campaign"

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  eBook - ePub

  Business

  The Ultimate Resource

  • Bloomsbury Publishing(Author)
  • 2011(Publication Date)
  • A&C Black Business Information and Development

    (Publisher)

  Planning an Advertising Campaign

  GETTING STARTED

  Any communications campaign needs to have clear, measurable objectives, whether it is designed to communicate product benefits or to support an event. In order to achieve these objectives, it must also be planned carefully. There are eight main stages to consider, from defining the target market to setting a budget.

  FAQs

  Do I need an advertising campaign?

  Often the term “advertising campaign” is used when the more holistic phrase “communications campaign” would be more appropriate. Advertising strictly only refers to paid-for space or time in media such as newspapers or radio. On the other hand, direct mail, sales promotions, exhibitions, or any of a variety of communication tools can be used in a campaign to support your marketing. To decide if you need a communications campaign, you should be fairly sure that the problem you want to address can be solved best by communications. For example, finding new customers or prospective customers is often best accomplished by advertising or direct mail, but converting inquirers into customers may be better dealt with by you or your sales team (if you have one) in person.

  Who is responsible for campaign planning—the client or the advertising agency?

  Both parties contribute. The client sets the overall marketing objectives and the specific communications campaign objectives. The agency develops an advertising strategy based on those, but may seek to modify the campaign objectives. Timings will be determined by the client’s product and marketing plans, as well as practical considerations such as publication dates and lead times.

  Why is it necessary to plan a campaign in so much detail?

  To be effective, advertising and communications must meet specific measurable objectives. The objectives affect choice of media, creative strategy, overall budget, and lead times. Overlooking any of those details could weaken the effectiveness of the campaign.

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  eBook - ePub

  Principles of Strategic Communication

  • Derina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis, Danny Shipka(Authors)
  • 2021(Publication Date)
  • Routledge

    (Publisher)

  Throughout this book, you have learned about various aspects of strategic communication. Now it is time to put it all together into a campaign. A strategic communication campaign is a series of coordinated messages designed to achieve pre-determined goals for the communicative entity. Like a military campaign that is planned and carried out through repeated strategic battles, a communications campaign uses multiple integrated media and message techniques to reach communication objectives. The best campaigns focus on a single, compelling theme that is relevant to the stakeholder and is placed in various media outlets that stakeholder is likely to use. One ad or a single Instagram post does not make a campaign. A campaign relies on repeated messaging of one dominant idea that is carried out over time and space using various media and promotional tactics. Some campaigns last for years while most have a timespan of a few weeks or months.

  An election can be a good example of a strategic communication campaign. Think about Donald Trump’s campaign for President in 2016. He used one theme throughout the campaign—Make America Great Again. This line was repeated in speeches, at rallies, printed on baseball caps and heard on television commercials. Trump’s 2016 presidential campaign cost $398 million2 and ran for 73 weeks. The campaign’s primary goal was to get Donald Trump elected to the presidency of the United States—and it worked.

  The Campaign Process

  In order to be a successful strategic communication professional, you will be expected to develop campaigns that are effective in meeting the client’s goals, within budget and on-time. This chapter will help you understand the campaign process—how to write a campaign plan, how to execute the plan and how to evaluate whether your plan is working. The exact format of your campaign may vary, but the elements of it go back to the foundations of strategic communication that were discussed earlier in this book. If you look at the outline for a campaign plans book below, you will recognize the ROPE concept (Research, Objectives, Programming, Evaluation) that we introduced to you in Chapter 6 . Notice that early in the campaign process research is conducted and the findings are presented in order to better understand the environment, the client and the stakeholders. Based on the research results, objectives are set. Programming is the heart of the campaign where each strategy and tactic is explained in detail, along with the time-line and budget. The success of the campaign plan is ultimately gauged by the evaluation

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  eBook - ePub

  The Complete Marketer

  60 Essential Concepts for Marketing Excellence

  • Malcolm McDonald, Mike Meldrum(Authors)
  • 2013(Publication Date)
  • Kogan Page

    (Publisher)

  Market and customer intelligence covers a range of topic areas. These include strategic contributions such as defining and segmenting markets, understanding perceptions of value, recommending value propositions to business unit management, identifying gaps in the market, proposing new products, positioning competitors and understanding customer behaviour. The more operational or tactical activities here are concerned with conducting market research, an area where considerable expertise is required, and monitoring the impact of an enterprise’s efforts such as customer service assessment.

  Marketing communications similarly cover a range of activities, some of which are strategic while others are tactical. The main strategic activity is brand or impression management, which covers a range of areas but tends to be communications led. Tactical activities include advertising, public relations, conferencing, mail and exploiting the opportunities offered by e-media. Sales promotions are also often part of a marketing department’s tactical responsibilities, which can involve special offers, coupons and other forms of merchandising. Also included here might be responsibility for the launch of new products.

  Marketing as a process

  A business process is a series of actions that will deliver a predetermined out come. Marketing can therefore be mapped as a process that will deliver value to an organization’s customers. The process can be captured in Figure 6.1 and is similar to the diagram used to explain the discipline of marketing in Topic 1 of this book.

  The starting point for mapping the discipline as a process is a definition of the markets in which an organization wishes to compete and an understanding of how value is perceived by members of that market. Once established, appropriate value propositions can be formulated. Delivering value, however, requires customers to know about the proposition, see it in a favourable light, be able to afford it and be able to source it. Delivering value also necessitates providing appropriate sales and after-sales service and the product or service performing to the expectations set by the market and the provider.

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  eBook - ePub

  Marketing Communications

  Objectives, Strategy, Tactics

  • John R Rossiter, Larry Percy, Lars Bergkvist(Authors)
  • 2018(Publication Date)
  • SAGE Publications Ltd

    (Publisher)

  Even the packaging and labeling (of the salespersons too!) say a lot about the brand. Second, all marcoms strive for “commonality” between the marketer’s intended communication message and the customer’s interpreted communication message. More precisely, given our emphasis on branding, the commonality must be achieved between the marketer’s intended positioning of the brand and the customer’s perceived positioning of the brand. Marcoms, or marketing communications, therefore, is best defined as marketer-originated messages, placed in various media, their purpose being to sell the brand by showing it, saying things about it, or both, in a manner that establishes the marketer’s desired position for the brand in the minds of target customers. The two major forms of marcoms, from this book’s perspective, are advertising and promotions (PR and personal selling are covered in separate chapters in the final section of the book). The respective definitions of advertising and promotion, examined next, reveal how the two marketing communications activities differ yet are aimed at the common objective of selling the brand of product or service. Advertising Defined “Advertising” comes from the Latin verb advertere, which means “to turn toward,” and more specifically from the verb animadvertere which means “to turn the mind toward.” The Latin roots indicate that the purpose of advertising is to “turn the mind” of the prospective customer “toward” the brand. Functionally speaking, there are three main forms of advertising, defined as follows: Brand-building advertising – Brand-building advertising refers to ads that are placed in mass media, such as TV, radio, cinema, newspapers, magazines, and outdoor. It is “mind turning” in its purpose rather than directly seeking purchase of the brand or brand-item. A good example of brand-building advertising, again for Coca-Cola Classic (although it was simply called Coca-Cola back then) is shown in Exhibit 1-4

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  eBook - ePub

  Advertising Design by Medium

  A Visual and Verbal Approach

  • Robyn Blakeman(Author)
  • 2022(Publication Date)
  • Routledge

    (Publisher)

  Service Campaigns. Services like healthcare, insurance, or banking are services everyone needs and uses. Because of this, it is important to convince the target your service is the best option. Most service brands are not unique in any measurable way, so you often have to create importance. Break down the experience for the target, for example, quality customer service is important to everyone, as is quick responses to claims initiatives, to name just two. The goal is to make services offered by the competition seem lacking. It is not unusual for the advertised message to directly offer a solution to a problem the target is having. Depending on the brand, service campaigns need to instill a strong sense of quantifiable attributes, such as security, trust, and reliability.
• Corporate Campaigns. Corporate advertising, also known as institutional advertising, is basically advertising for an entire company or organization rather than specific brands. The goal is to build an image or even address a specific issue, such as green initiatives. Building goodwill with constituents, the community, and the target is priceless. It is an important step to building brand equity. The most expensive type of corporate advertising is the need to repair its reputation to their targeted audience. Beyond cost, it is also a very time-consuming process to re-prove itself in order to build back consumer loyalty.
• Retail Campaigns. Retail campaigns typically advertise a store rather than individual brands. Advertising efforts can focus on price, reputation, and sometimes both. Reputation often centers around prices and merchandise sold, whether found at Bergdorf Goodman, Macy’s, or Target. Each will promote the quality of the merchandise differently. Some will focus on price, others on personalized service, image and/or reputation, avoiding any discussion on price.
Brand-intensive retail campaigns rarely stand out with cutting-edge creative, since they need to push a lot of price-focused merchandise. However, a well-structured ad with as much white space as possible speaks volumes about quality, customer service, and so on, even if price is the star of the visual/verbal message. Price-prominent ads require constant change, so a sense of urgency is always present. The goal is to get the target into the brick-and-mortar store and move merchandise, whether the sale lasts a weekend, a week, or a month.