An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.
The critical part of making an advertising campaign is determining a champion theme, as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.
Ways to Run Your Own Advertising Campaign
Taking on your own advertising campaign is no easy task. You can do it on your own but get ready to roll up your sleeves and get to work.
1.Your Marketing Plan
Nothing can help you identify your goals more than your marketing plan. You learn a lot about your company, your competitors and your long-term goals by creating and following your marketing plan. This is crucial to knowing what type of advertising is best for you.
2.Create a Plan of Action
Once you have your marketing plan, you must create a plan of action. This model shows you how freelancers and agencies put their own plan of action in place. Your plan of action also gives you crucial info you can use in executing your ad strategy.
3.Define Your Advertising Budget
How you advertise depends on your ad budget. You need to strategically use your advertising money. If you're only allowing a small portion of money to advertising, you wouldn't want to throw it all into the production of one commercial that runs at 2 a.m. Know exactly how much you will spend on your advertising first so you can make wise decisions in the creation and placement of all ad mediums.
4.Hunt for Affordable Opportunities
Running your own ad campaign means you have to be your own media director. You've got to find the best ad placement and the most affordable opportunities to fit into your budget. If you're limited to a very small budget, you can find many ways to bypass high advertising costs.
5.Know Your Target Audience
You can't advertise effectively if you don't hit your target audience. Know who they are before you start creating your ads. If your company sells scooters to seniors, you don't want to invest in cable ads to run on MTV
6.Advertise in Appropriate Mediums
Of all the different advertising mediums you can use, you have to be able to use these mediums to your benefit. Spending all of your money on a direct mail campaign when your ad dollars would be better spent on print ads is going to limit how many customers you could've gained. Take a look at each medium, think about your target audience, take a look at your marketing plan and your plan of action and decide which medium(s) will be best for your ad dollars.
7.Don't Be Afraid to Hire Freelancers
If you can't turn your advertising over to an agency, still consider hiring a freelance copywriter and/or graphic designer. These professionals know what makes a good advertisement. Many freelancers have worked in advertising agencies so you get the benefit of their expertise. Plus, freelancers can give you professional copy and materials at an affordable cost.
8.Consistency is Key
If you're running TV and radio commercials, print ads and a direct mail campaign, keep them consistent. Use the same announcer and music for your commercials. Print materials should use the same colors and fonts. Use the same tag line. You want to keep everything consistent so your potential customers start identifying your tag line, your colors, your font, your announcer, jingle - everything - that relates to your company's ad campaign.
9.Frequency
Buying space for one radio commercial that airs once at 4:30 in the morning isn't going to get much of a response. You want commercials to have a larger frequency so you can increase your chances of hitting that target audience. If you're running a direct mail campaign, decide the frequency of your materials up front. Once you send your initial materials out, how many times will you send out follow up materials? Know the answers before you begin to help maximize your strategy's success.
Saturday, September 12, 2009
Television Advertisements
With billions of faithful viewers scattered across every continent, the medium of television is considered by many marketing experts to be the ultimate platform for targeted advertising. A single 30 or 60 second television commercial broadcast during an event such as the Super Bowl or the Olympics can easily reach the eyes and ears of billions of potential customers. Television advertising may be more expensive to produce and broadcast than other forms of advertising, but it also has the power to connect with the broadest audience simultaneously.
Television advertising is similar to radio advertising in the sense of relaying a specific sales pitch in a limited amount of time. Most television ads are either 30 or 60 seconds in duration, long enough to give the viewers pertinent information or create a specific opinion of the product or service, but not long enough to lose the viewer's attention. Television commercials are generally placed at strategic breaks during the main programming and the few minutes until the top of the next hour.
Visual as well as audio interest is very important in television advertising. Instead of employing a single voice-over actor to read the advertising copy over a musical bed, actors can create a visual image which further enhances the appeal of the commercial. Images of a happy family gathering around a dinner table can enhance the appeal of a new line of canned soups, for example. An attractive man surrounded by beautiful models can suggest the sex appeal of a new cologne as well.
Because television viewers can easily discern a cheaply produced television commercial from regular programming, many television advertising agencies employ professional copywriters, directors and actors to produce professional caliber commercials that viewers will remember long afterwards.
Even if the images or copy appears to have little to do with the actual product or service, viewers often remember shocking or nostalgic or humorous imagery in a commercial. One famous television ad from the 1970s featured a menacing football player named Mean Joe Greene accepting a soft drink from a young fan. The inspirational imagery created a favorable impression of the soft drink, even though it only appeared in the actual commercial for a few seconds.
Television advertising is similar to radio advertising in other ways. Because of time limitations, most televisions spots must be precisely 30 or 60 seconds in duration. Advertisers’ pay television stations to "drop" the commercials during a set number of local breaks, which is why viewers tend to see more locally produced commercials during overnight or afternoon hours. During prime time hours, commercial breaks are generally filled with spots produced for national or regional clients. The cost of having a television spot run on a particular station can range from a few hundred dollars for a small local station to several million dollars for a single TV commercial aired during the Super Bowl.
Advantages of Television Advertising
Some advantages of television advertising include the following:
•Television reaches very large audiences - usually much larger than the audience your local newspaper
reaches, and it does so during a short period of time.
•Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience.
•It has the ability to convey your message with sight, sound and motion, and can give a product or service instant validity and prominence.
•You can easily reach targeted audiences. Children can be reached during cartoon programming, housewives during the afternoon soap operas, and insomniacs after midnight.
Disadvantages of Television Advertising
•When you advertise on TV, your commercial is not only competing with others, it is also competing with the viewer’s environment as well.
•Even if your commercial is being aired, viewers may never see it unless it is intrusive enough to capture their attention.
•A minimum amount of airtime provides limited length of exposure and ad clutter.
•The message comes and goes, and that’s it! Unless you buy additional time, the viewer doesn’t see your commercial again.
•Multiple exposures are required to achieve message retention and consumer action. If you don’t reach your viewer at least 5-7 times, you are just throwing money away.
•No station loyalty; Viewers have little or no loyalty to the station itself - especially since cable can bring dozens of viewing alternatives into the home. For example, viewers will watch a given channel for a program they know will be aired at a specific time. If a football game, popular movie or some other preferred form of entertainment appears on another channel, the viewer will not hesitate to switch channels without leaving the couch.
•During a commercial break the viewer may choose to get a snack, go to the bathroom or have a conversation about whatever they were just watching.
•Because of a larger "area of dominant influence," the relative cost will be higher - both the terms of airtime and production.
The "glitz and glamour" associated with producing a television commercial makes it one of the most appealing advertising methods. Carefully consider your budget and other options, however, to be sure a TV ad makes sense for your company.
Television advertising is similar to radio advertising in the sense of relaying a specific sales pitch in a limited amount of time. Most television ads are either 30 or 60 seconds in duration, long enough to give the viewers pertinent information or create a specific opinion of the product or service, but not long enough to lose the viewer's attention. Television commercials are generally placed at strategic breaks during the main programming and the few minutes until the top of the next hour.
Visual as well as audio interest is very important in television advertising. Instead of employing a single voice-over actor to read the advertising copy over a musical bed, actors can create a visual image which further enhances the appeal of the commercial. Images of a happy family gathering around a dinner table can enhance the appeal of a new line of canned soups, for example. An attractive man surrounded by beautiful models can suggest the sex appeal of a new cologne as well.
Because television viewers can easily discern a cheaply produced television commercial from regular programming, many television advertising agencies employ professional copywriters, directors and actors to produce professional caliber commercials that viewers will remember long afterwards.
Even if the images or copy appears to have little to do with the actual product or service, viewers often remember shocking or nostalgic or humorous imagery in a commercial. One famous television ad from the 1970s featured a menacing football player named Mean Joe Greene accepting a soft drink from a young fan. The inspirational imagery created a favorable impression of the soft drink, even though it only appeared in the actual commercial for a few seconds.
Television advertising is similar to radio advertising in other ways. Because of time limitations, most televisions spots must be precisely 30 or 60 seconds in duration. Advertisers’ pay television stations to "drop" the commercials during a set number of local breaks, which is why viewers tend to see more locally produced commercials during overnight or afternoon hours. During prime time hours, commercial breaks are generally filled with spots produced for national or regional clients. The cost of having a television spot run on a particular station can range from a few hundred dollars for a small local station to several million dollars for a single TV commercial aired during the Super Bowl.
Advantages of Television Advertising
Some advantages of television advertising include the following:
•Television reaches very large audiences - usually much larger than the audience your local newspaper
reaches, and it does so during a short period of time.
•Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience.
•It has the ability to convey your message with sight, sound and motion, and can give a product or service instant validity and prominence.
•You can easily reach targeted audiences. Children can be reached during cartoon programming, housewives during the afternoon soap operas, and insomniacs after midnight.
Disadvantages of Television Advertising
•When you advertise on TV, your commercial is not only competing with others, it is also competing with the viewer’s environment as well.
•Even if your commercial is being aired, viewers may never see it unless it is intrusive enough to capture their attention.
•A minimum amount of airtime provides limited length of exposure and ad clutter.
•The message comes and goes, and that’s it! Unless you buy additional time, the viewer doesn’t see your commercial again.
•Multiple exposures are required to achieve message retention and consumer action. If you don’t reach your viewer at least 5-7 times, you are just throwing money away.
•No station loyalty; Viewers have little or no loyalty to the station itself - especially since cable can bring dozens of viewing alternatives into the home. For example, viewers will watch a given channel for a program they know will be aired at a specific time. If a football game, popular movie or some other preferred form of entertainment appears on another channel, the viewer will not hesitate to switch channels without leaving the couch.
•During a commercial break the viewer may choose to get a snack, go to the bathroom or have a conversation about whatever they were just watching.
•Because of a larger "area of dominant influence," the relative cost will be higher - both the terms of airtime and production.
The "glitz and glamour" associated with producing a television commercial makes it one of the most appealing advertising methods. Carefully consider your budget and other options, however, to be sure a TV ad makes sense for your company.
Subscribe to:
Posts (Atom)