COMPLETE ADVERTISING CAMPAIGN KEYS TO DRIVE FRUITFUL RESULTS

Are you struggling to design a complete advertising campaign? If so, then look no further, because that’s what we’re going to cover in this guide. A complete advertising campaign helps you to drive more leads for your business. Major principles of advertising are:

• Strategy: All good effective advertising has a strong strategic basis.  
• Media: Best media choices are creative choices. 
• Creative: Best campaigns have fresh executions. 
• Advertising in Society: Study not only ads but industry and society. Then go back and study the emergence of all 3 over time. 
• Normative vs. Historical: Normative: How things “should” operate. Historical: How things are actually done.

Keys Factors of a Complete Advertising Campaign

The primary concern of a campaign is to reach every consumer’s “touchpoint”. Here is how you can launch a complete advertising campaign:

A Campaign Versus an Ad

There is no magic time frame, but campaigns run over a longer time than an individual ad. The average length of a regional or national campaign is about 17 months. Although it is not uncommon for a campaign to last 3 or 4 years, a few have lasted much longer.

Changing Advertising Campaign Risk

There is never a guarantee that the next campaign will be as strong, let alone stronger, than the original. Most successful campaigns need refreshing over time as people, products, and markets change. Television campaigns boost brand awareness, but inclusion does little to impact sales. And using a web campaign you can track each action to drive more leads and sales. So choose your advertising channels wisely. Good advertising starts with a clear understanding of both short- and long-term marketing goals. 

Situation Analysis

Successful advertising and marketing begin with an excellent product or service. You need to analyze your product’s strengths and weaknesses objectively. Ask the following: 

• What are the unique consumer benefits?
• What is the value of the product relative to the proposed price?
• Are adequate distribution channels available?
• Can quality control be maintained?

Prime Prospect Identification

Next, identify your prime prospects. And determine if they are enough to market the product profitably. Also, identify the prime prospect’s problem: What are their needs and wants in the product or product type?

Competitive Atmosphere and Marketing Climate

Carefully review every aspect of your competition, including direct and indirect competitors. Recognizing the market climate during the recession in 2009, Subway promoted their $5 sandwiches. And the promotion was so successful it became a campaign.

Creative Objective and Strategy

Select those advertising themes and selling appeals that are most likely to move your prime prospects to action. Advertising motivates people by appealing to their problems, desires, and goals. It is not creative if it does not sell. Once you establish an aim, start outlining it. And then find how the creative plan will contribute to accomplishing your predetermined goals:

• Determine the specific claim that will be used in the advertising copy. (if over one, list in order of priority).
• Consider various advertising executions.
• Develop the advertising copy and production in the final stage.

Continuity or Similarity 

Continuity or Similarity is used to describe the relationship of one ad to another ad throughout a campaign. Below are some examples of the different types:

• Visual Similarity: All print ads in a campaign should use the same typeface or same layout format.
• Stress Continuity: Not sameness. Another device is for all ads in a campaign to use the same spokesperson or continuing character–strong continuity strengths communication.  
• Verbal Similarity: Great words and great strategies make great campaigns. “What can Brown do for you” UPS “Mmm mm Good” Campbell’s. 
• Aural Similarity: The same sound effect can make a campaign very distinctive “This is Tom Bodett for Motel 6”.  
• Attitudinal Similarity: Some ads express a consistent attitude toward a brand and the people using it. Nike is a powerful brand name. Its presence and identity are so strong that many people want to connect with the brand.

Media Objectives

The media plan involves three primary areas: strategy, tactics, and scheduling. First, determine the general approach and role of media in the finished campaign. Prepare your media strategy including prospect identification, timing, and creative considerations. The media planner must consider many aspects of timing, including media closing dates, production time required for ads & commercials, campaign length, and the number of exposures desired.

Media and creative teams must accommodate each other. The media have to be creative in reaching and engaging consumers. Your media planner decides on media vehicles and the advertising weight each is to receive. Then develop an actual media schedule and justification. Watch our Youtube video to know how you can quickly structure your campaign.

Promotion Plan For Complete Advertising Campaign

Promotion activities may involve dealer displays, in-store promotions, premiums, cooperative advertising, and coupon offers. Don’t forget the importance of every aspect of your IMC functioning as one voice. You need to maintain a focus on the brand or positioning throughout the marketing mix.

For approval, it is wise to present a statement of the company’s marketing goals. Next, describe the philosophy and strategy of the advertising together with the reasons for believing that the proposed plan will help to attain those objectives. Not until they are the ads or commercials presented.

The last part of a campaign entails testing its success. First, define the expected result in specific and measurable terms. Then, conduct the actual research to see if the campaign met these goals or not. This will not only provide a benchmark for the campaign. But also help you to determine reasonable goals for future advertising.

Want to run successful campaigns to drive more leads for your business? If so, then feel free to book an exploratory call with us.