Advertising campaign | Marketing Concepts.

The advertising campaign is a comprehensive advertising plan for a number of different, but related, ads that appear in various media over a period specific. The hood is designed strategically to achieve a group of objectives and solve a crucial problem. It's a short-term plan that, in general, works for a year or less.
A campaign plan summarizes the situation in the market and the strategies and tactics for the primary areas of creativity and media, as well as other areas of communication of marketing for promoting sales, direct marketing and public relations. Campaign plan is presented to the customer a formal business presentation. It is also summarized in a written document that is known as book of plans.

1. analysis of the situation

The first section of the greater part of campaign plans is a situation analysis that summarizes all the relevant information available about the product, the company, the competitive environment, industry and consumers. Known sometimes as a review of business, this information is obtained with the use of primary and secondary research techniques.


We will begin with a review of the history of this case that illustrates the type of information an analysis of the situation. In that year, founded the company, products or services that developed and marketed.


What is the market segment that the company is serving.
Family size:
Religion: all.
Race: all.

Recognition of a need

Consumers begin the process of recognition of the need to purchase. The need can be activated by internal stimuli, if one of the person's normal needs (hunger thirst, sex) rises to a level high enough to become a boost.
The need can also be fired due to external stimuli. A bakery, the new car's neighbour, a holiday television commercial. At this stage, the marketer will need to determine the factors or situations which usually lead the consumer to recognize a need. After gathering this type of information, you can identify the stimuli that tend to activate interest in a product, and you can develop marketing programs that include these stimuli.

The search for information

An interested customer can find much information, or failure to do so. If you have a product that satisfies it, likely the consumer to buy it at that time. Otherwise, may undertake the search of information concerning such necessity.
Normally, the amount of research that the consumer carries out increases as consumers move from decisions that involve solving problems limited to those involving extensive troubleshooting.
The consumer can obtain information from several sources, including:
  • Personal sources: family, friends, neighbors known.
  • Commercial sources: advertising, vendors, distributors, packaging and displays.
  • Public sources: mass media, organizations qualifying consumption.
  • Sources of experiences: management, analysis and use of the product.
The relative influence of these sources of information varies according to the product and the purchaser. However, the most effective sources tend to be personal. Commercial sources, usually report to the purchaser, but personal sources serve to the purchaser to legitimize or evaluate the products.

The evaluation of the alternatives

The marketer must know the way consumer processes the information to get to the choice of a product or service. Unfortunately, consumers do not apply a single assessment process, simple for all purchase situations. On the other hand, if operating several evaluation processes.
First, it can be assumed that every consumer is trying to satisfy a need and is looking for certain benefits that can be acquired through the purchase of a product or service. Moreover, every consumer believes that a product is a set of attributes with a capacity to provide these benefits and satisfy the need.
Secondly, the consumer shall be granted varying degrees of importance to each attribute. The outstanding attributes are those that come to the mind of the consumer when asked to think on the characteristics of a product.
In third, it is likely that the consumer develops a series of beliefs when the mark. The beliefs of consumers can range from actual attributes, to the consequences of selective perception, selective distortion and selective retention.
Fourth, assumes that the consumer wins a utility to each attribute function. The utility function indicates the way in which consumer expects that total satisfaction of the product varies according to the different degrees of different attributes.
Fifth, the consumer takes the attitudes to different brands because of a procedure of evaluation. Found that consumers use one or more assessment procedures, depending on the consumer of the decision involving the purchase.
In some cases, consumers turn to logical and detailed calculations of reasoning. In others, consumers themselves evaluate little or nothing and instead buy on impulse. Other times, they go to friends or vendors that offer advice.

Purchase decision

In the evaluation stage the consumer classified brands and gives shape to its intention to purchase. There are two factors that can intervene between the intent of purchase and the purchase decision. The first factor is the attitudes of others.
Purchase intent is also subject to the influence of the factors of unexpected as expected income, the expected price and the expected benefits.

Review of the competition

Who are our direct and indirect competitors on the market.
Swot analysis
It is the realization of a diagnostic of the company by means of which we determine which are our strengths is all what we can help or serve at this time and that the Organization has on the inside or that they are internal and we can't get them out, we can only be found within our Organization and weaknesses and it's all what damages and harms the organization from the inside.
The opportunities are all the things that we can help or serve, but which are outside of our Organization. They are external because only they are either out of the organization. Threats and is anything that damages and harms the Organization and coming out.

The campaign strategies

After completing the analysis of the situation and have diagnosed the company proceed to establish the objectives of the campaign according to the needs that were detected that the company needs to persuade the consumer to buy you your product or service.

Marketing communication activities

After establishing the objectives, the next step is to develop a creative theme to obtain the product or service in the consumer's mind, and is the central theme of the advertising campaign in which spin different ads. Example "the pepsi generation", always "coca-cola", "the Marlboro world", etc.

Advertising media

It is the choice of media according to the market segment to which it is addressed to the product or service. The best-known media are radio, television, press, magazines, etc.

The components of the media Plan

Media plan:

It is the analysis and the complete execution of the component of means of an advertising campaign.
A media plan, consists of many elements, in addition to a descriptive analysis of the various media. While there is a single format, the following elements are found in the majority of national plans:
  • A description of the public goal to directed advertising.
  • Requirements of communication and creative elements.
  • Geography. Where is the product delivered?
  • The balance between efficiency and balance. It should be emphasized the scope, frequency or continuity?
  • The pressure of competition
  • The budget
  • Media calendar
The audience to which directed advertising

Target audience:

It is the group consisting of current and potential prospects for a product or service.
Media planning is the more direct extension of the marketing in the advertising process. The first and most important function of responsible for media planning is the identification of the best par quality prospects a product in particular.

The balance between efficiency and effectiveness should be emphasized the scope, frequency or continuity?

At the moment of planning means is responsible for performing tactics specify media program. The first step consists of the consideration of the scope between the public, frequency and continuity. Reach refers to the total number of persons that is made to get a message across, frequency refers to the number of times that the message appears a given period usually one week to facilitate the work of planting and continuity refers to the course of time which is the only media program larger advertisers can place emphasis on the three factors to the time, and even seek to distribute more efficiently their money.
In reality the main considerations of glider means are reach and frequency. Under normal circumstances, the budget default eta and planning responsible for opera with facing relatively strict in what he refers to continuity of the campaign. In other words, the planning of media rarely have the option to reduce campaigning and a year e location to just six months in order to achieve the goal range or and frequency.
The effective range. Percentage the public is exposed to certain number of utensils or that it has reached a level of conscience the message or that it has reached a level and awareness of household goods. Recent year, the planning and they have worried more by the effectiveness and advertising and already not responsible for media planning provide their full attention to the simple generation of exposure figures frequently occupy exhibition quality this is the communicative component plan and means in order to e measure the communication against the exhibition medium gliders have adopted the terms effective range.

Effective frequency.

It is possible to measure the effectiveness of the scope through the extermination of number or percentage of members the public showing some level of message memory. In done, there are two steps to reach. To the most common is called vacuum range and measures the percentage of the target that at least once it has been exposed to an advertisement or market they have been with the same lasting awareness audience.
The other type of effective range, and differs in different way. The goal of advertising is the consciousness in the mind of the consumer of your publication needs to be made that the public take conscience of it. Without consciousness however and manages very few times with a single exposure so know the number of people that been exposed at least to a household does not constitute a measure of the effectiveness of advertising is estimated than the average consumer exposed eta 1200 ad impressions to the rare serious day that one and those impressions to generate awareness in the following way :
Scope = effective range it reaches several, where
Scope = the number of people who have been exposed at least once to a tea.
Effective range = people of the public exposed enough times to be aware of the message.
Vacuum reach = people of the public exposed to household goods, but have no awareness of it.
The principle of the effective range and related to the concept and effective frequency. Once more and measures the effective frequency against the empty frequency. However unlike the effective range, which measured the number and leaflets which is aware of the message, the effective frequency seeks to determine the average the number of times that a person should be exposed to a message before that aware of it. In general any level and exposure than 10 pass is regarded as overexposure. Overexposure is defined as continue reaching the prospect after the decision and a decision and purchase, or later and that the project has reached a point of saturation. It is obvious that each product and campaign should of considered individually in term of effective exposure.
For example used our minimum level of three exhibitions for the average campaign we would increase or decrease the frequency according to the following considerations:
  1. Status of the brand
  2. Percentage e brand
  3. Loyalty to the brand
  4. Margin of price by category
  5. Price and brand
  6. Interest in the product category
  7. Public and interest
  8. Creative household items
  9. Competition

Media calendar

Plan or detailed schedule showing when and distributed the announcement and the commercial as well as in medium vehicle to have appear.

Programs by station

Sales of some products have fluctuations by station: drop for the cold in winter, Sun in the summer and watches at the time of graduation. In such chaos advertising program to reflect the peak e station or season and appears in concerted before is that start the season is shopping, when the person could think of such products.

Ongoing programs

When the sale of a product and uniform throughout the year for example advertising toothpaste it could remain constant so however frequently the company decided to focus its advertising, even when sales are consistent. Concentrated advertising is frequently used to obtain the consumer a greater awareness in the mind, or to take advantage of varying levels is audience and each of the medium.
For example television audiences diminished during the summer, so that the owner can change it on the radio or reduce their overall concept and advertising expenses in the summer months.


Period lasting for the transmission of the campaign. It may be days, week or months, but it does not refer to a year. The timetable for flight AC active with others and inactivity period.
One of the most used advertising scheduling techniques is the flights also called pulse. The flights are more than pleasant almost short e advertising emerged in full or relative downtime. What is pursued is the generation of awareness among the public. make a product so that awareness that we have of the brand is that is present among consumers during the period of inactivity.
Continuous calendar the consciousness of the public arrives at your stop very quickly after 20 weeks and shows very little increase after that. Scheme e flight makes that awareness will increase more slowly, but thanks to the savings that are achieved in the budget could be reached to a greater number and prospect and are consequently obtained higher levels of consciousness. As we prevent the advertiser should be cared for at the time of consider the communicative component media plan.

The pressure of competition

The advertising must take into account the environment of the competition. Responsible for media planning not only have to develop an effective campaign for a product, they should make it so that your product stand out from others. Keep an eye on the competition eye not should be interpreted as a way of working with a defensive mindset or as a mere reaction to what other companies are doing. What it really means is that you we need to take a determination practice that is what can, in fact, achieve the elaborate marketing and advertising plan.
One of the factors that determine the level of awareness of the generated advertising is the extent to which consumers are satisfied with the alternative brands of those that do use today. It should be recalled that consumers that are aware of their brand, but who have never used it, they may be satisfied with the brand, they usually buy. Creativity and media planners will have work hard to give these consumers a reason to change your brand. Is it possible that we have to recognize that some segments of the market not can be captured, regardless the quality of our advertising. In such a case, the change of brand would be an inadequate strategy, and maybe be interested in another segment of the market with new advertising suggestions, another location of products, or both.
The key point is that advertisers should conduct a thorough and honest assessment of the competitive situation in which are. In doing so, a company should examine the competition in several ways. Firstly, is should ask that brands have products more competitive than his quality and price. Secondly, it should be clear that consumer groups have the highest and lowest success relative to the competition. We must recognise that in an industry involving several companies cannot be equal competitors with all of them. While better point to their competitive problems, the most successful promotion activities will be.
It is also important to remember that not only compete against other brands of the same generic product, but also against all those products that are looking to get money from the consumer. Advertising must convince of the need for consumer purchase rims before resolving the issue of if is advisable to buy Firestone or Goodyear. In a certain sense competition for tires can be a washing machine or a new suit. In general, companies of larger size in a product category assigned when less a part of their advertising to increase generic demand, while the smallest is often have to focus on the advertising of brands to retain its share in the market.

The budget

The budget is a constant source of frustration for the common media gliders. With the increasingly cost more high of the media in recent years, never has enough money to achieve all the objectives of most of the advertising plans. Also responsible for media planning caught steadily among the mainstream media, especially broadcasters large chains, which require advertising rates more and more high, and customers who demand greater efficiency in Exchange for money investing in advertising. Since the media budget is by far the segment more large allocation of money in advertising activities, Media Planner is expected who have reached the best cost savings.
Advertisers and their agencies have responded to this pressure on costs through the institution of cost controls more severe in their advertising budgets. In addition, we will see advertisers in search of alternative methods of advertising and promotion. In fact, sales promotion to the consumer, such as lotteries, coupons, discount sales, etc., already takes the major part of the total money spent on advertising. Advertisers are also making use of media such as television cable and syndicated programs from Premiere to avoid the high cost of the television channels, as the media remain fragmented, it is possible that we see more experiments with vehicles of the media, many of which don't even exist just a few years ago.
However, the general trend in the cost of the media continues to display one increase greater than the index of prices to the consumer (IPC) or to the gross national product (GNP). In general, the cost of all the advertising in the media has increased faster than the public which the messages arrive. In response to these increases, advertisers defined form specifies its prospects in order to reduce the movement of waste, and also renegotiating it more aggressively its contracts with the media.

Managerial responsibility within the company in media handling

The responsible before the company and the advertising agency of a correct interpretation of the needs of the customer (company) and the actual characteristics of the market, of which known advertising agency, is the account of advertising agencies Executive are the links between the advertising agency and the company to achieved the advertising objective is therefore the responsibility of account executives in the proper handling of the information concerning the media, therefore must be taken into account the following aspects that all account Executive must take into account:
  1. They are responsible for the relationship between the client and advertising agency
  2. It deals with the strategy that his client wants to make, places emphasis on the competitive advantages of your product.
  3. It defines the strategy of media, where is to verify achievements to ensure that they are parallel to the marketing objectives.
  4. make a selection of media and prepare a cost plan
  5. you present the drafts of texts, project production costs, so that the client has into account will be the strategy of the Agency to follow.
  6. customers are those who decide the best proposal.
  7. its mission, vision and strategic objectives must know the client's business
  8. It is responsible for formulating the strategy of advertising the Agency recommends, verify that the proposal is the best for the product.
  9. Finally you must ensure is that the Agency produces work customer satisfaction.
These some of the responsibilities of the Executive, which are known by the management of the Agency of advertising and the company to whom the Agency provides its service.
Published for educational purposes
Concepts of Leadership and Marketing

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