1. Advertising Campaigns:
Planning and Evaluation
© Vivek Kher | Extracted from the lecture series at the
MITCON Institute of Management [MIMA]

2. Constructing a brief
• Market: The context of the campaign
– Size, distribution across regions / consumer segments etc.
– Key competitors
– Consumer profile
• Message: What to say
– Purpose
– Target
– Promise
– Support
– Desired response
– Brand personality
– Big idea
– Media considerations
09-11-2009 11:40:01 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 2

3. Constructing a brief
• Media: Where to say
– Media Plan
• Motion: When to say
– Personal Media Network
• Money: How much to say
– Task list
– Budget Pie
• Measurement:
– Activation
– Market Research
– Response Monitoring Mechanism
09-11-2009 11:40:01 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 3

4. Market: The context of the campaign
09-11-2009 11:40:40 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 4

5. Some key words
• Product:
– Features
– Uses
– Role in consumers’ life
• Size
• Distribution:
– Geographic
– Consumer segments
– Seasonal
09-11-2009 11:40:41 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 5

6. Some key words
• Key competitors:
– Generic
– Specific
– Comparison
• Consumer definition:
– Demographic
– Psychographic
– Influencers
09-11-2009 11:40:47 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 6

7. Message: What to say
09-11-2009 11:40:51 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 7

8. Purpose of the campaign
09-11-2009 11:40:53 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 8

9. Some key concepts
• Consumer buying decision process*
Post-
Problem Information Evaluation of Purchase
purchase
Recognition Search Alternatives Decision
behavior
*Principles of Marketing – Philip Kotler
• Barrier theory
• SMART Objectives
• Specific | Measurable | Achievable | Reviewable | Time Bound
09-11-2009 11:40:53 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 9

10. Target of the campaign
09-11-2009 11:40:57 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 10

11. Some key concepts
• Target Universe
• Target Group
• Target Person
• Awareness-Attitude-Action
Knowledge-Attitude-Behaviour
Beliefs-Attitude-Behaviour
09-11-2009 11:40:59 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 11

12. The promise in the campaign
09-11-2009 11:41:02 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 12

13. Some key concepts
• Maslow’s theory of hierarchy of needs –
motivation
5
Self-
actualization
4 Esteem needs
3 Social needs
2 Safety needs
1 Psychological needs
09-11-2009 11:41:03 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 13

14. Some key concepts
• Role of product in the life of the TG
• Future rewarding experience
09-11-2009 11:41:05 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 14

15. Some key concepts
• Perceptual Mapping
Live shows 1.0
Easy to reach Little waiting
Good food 0.8
Fantasy 0.6
Educational,
animals
Exercise 0.4 Marineland
Fun rides Knott’s of the
Berry 0.2
Japanese Pacific
Disneyland Farm Deer Park
-1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6
-0.2
Magic Lion
Mountain -0.4 Country
Busch Safari
-0.6 Gardens
-0.8 Economical
09-11-2009 11:41:08 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 15

16. The supports to the promise
09-11-2009 11:41:09 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 16

17. Some key concepts
• Internal supports
• External supports
09-11-2009 11:41:10 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 17

18. The response expected
from the target audience
09-11-2009 11:41:12 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 18

19. Some key concepts
• Knowledge
– Oh! I didn’t know this . . . Good to know this now!
• Attitude
– I never saw it [realised it was] this way . . .
• Behaviour
– Let me do this [call or write to the advertiser / ask
for this at the shop / ask my doctor about this /
ask the BDO for this etc.]
09-11-2009 11:41:13 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 19

20. The brand personality
projected in the campaign
09-11-2009 11:41:16 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 20

21. Some key concepts
• Brand Ambassador / Model
• Brand Spokesperson
• Brand Personality
09-11-2009 11:41:17 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 21

22. Some related terms / concepts
• Brand DNA / Driver / Handle / Axis
• Brand Assets
• Brand Associations
• Brand Enemy
• Brand Engagement/ Experience
• Brand Equity
• Brand Transformation
09-11-2009 11:41:19 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 22

23. The big idea / brand idea
09-11-2009 11:41:22 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 23

24. Some key concepts
• Inherent / product
• Creative
– Simplicity
– Suspense
– Smile
09-11-2009 11:41:23 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 24

25. Media considerations of the campaign
09-11-2009 11:41:24 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 25

26. Some key considerations
• Media innovation [Creative Unit] -> Risks
• Industry media norms / best media practices
• Legal / media restrictions, if any
09-11-2009 11:41:25 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 26

27. Media: Where to say it
09-11-2009 11:41:26 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 27

28. Media Planning
09-11-2009 11:41:26 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 28

29. Some key metrics
• Readership [print media]
• Listenership [radio]
• Viewership [TV]
• Page views [online media]
• Pass by [Out-Of-Home media]
09-11-2009 11:41:27 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 29

30. Some key concepts
• Media planning [simplified]:
Total Target  Plan Reach:
Group [N] {(n1 + 7) / N} X 100
The Times Of India  Frequency / Average
[Excl. n1] Opportunity To See [Av.
[Dup.
DNA OTS]:
n4 ]
[Excl. n2] n1 X 1
+ n2 X 1
[Dup. n5] + n3 X 1
+ n4 X 2
[Dup. n6 ] The Indian Express [Trip. n7] + n5 X 2
[Excl. n3 ] + n6 X 2
+ n7 X 3
n1+7
09-11-2009 11:41:28 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 30

31. Motion: When to say it
09-11-2009 11:41:30 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 31

32. Some key concepts
• Seasonality
• Event triggers
• Personal Media Network
– Day in the life of the target person
• Media aperture
09-11-2009 11:41:31 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 32

33. Personal Media Network
© DDB Needham Worldwide
Time of Radio Dailies Out-of- Direct Magazine TV Online
day home Mail
0600 
0700 
0800 
...
1400 
1500 
...
1700 
1800 
1900 
09-11-2009 11:41:32 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 33

34. Money: How much to say
09-11-2009 11:41:33 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 34

35. Some key concepts
• Task list / Communications-target-driven /
Cost-based budgeting
• Affordability / Provision-based budgeting ->
Percentage of sales
• Amortization of spends
• The budget pie
09-11-2009 11:41:33 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 35

36. The Media Budget Pie
Geography Creative Unit
TG Definition /
Frequency Reach
Campaign
Duration
09-11-2009 11:41:39 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 36

37. Measurement: How well said
09-11-2009 11:41:42 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 37

38. Some key concepts
• Market Research -> Pre- v/s Post-exposure
– Change in knowledge
• Category
• Brand
– Change in attitude
• Category
• Brand
• Activation -> TG response
– Change in behavior
09-11-2009 11:41:43 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 38

39. Some key concepts
• Response Monitoring Mechanisms
– Shelf movements / shop audits
– Coupons / Telephone calls / SMSs
09-11-2009 11:41:47 Advertising Campaigns: Planning & Evaluation | © Vivek Kher 39