A study on Ad Campaign

1. The Ad Campaign Presentation
Rohitha Sankar
BA Journalism

2. Situational Analysis Components
History
Important company information
Problems and Opportunities
Current User
Geographic Emphasis & Seasonality
Purchase Cycle
Competition

3. History
Usually found on the web site or the
annual report
Ways to present
– Time line
– Narrative copy
Also include recent history - the last 2-5
years

4. Important Company Information
Percentage of sales by country or
region
Background on past ad campaigns
Important graphics or images

5. Problems and Opportunities
What is the company’s current problem?
– Loss of market share
– Declining sales
– Think of it as the threat component of a
SWOT
What are the company’s external
strengths (opportunities)?
– Reputation
– Brand recognition
– Product strengths

6. Current User
Age and income range, martial status,
housing
Values, belief systems
Provide a clear picture of the users
“Things to consider” - Lifestyle Market
Analysis

7. Geographic Emphasis &
Seasonality
Is the product popular across the
country?
Does your product have seasonality?

8. Purchase Cycle
How often do people purchase your
product?
Does the target market have a
characteristic that would increase their
use of your product?

9. Competition
Primary and secondary market
Provide background information on the
product category
Competitive sales
Competitive media

10. Competition (continued)
How to present
– Describe the competition’s product
– Compare your product to each competitor
– Describe your product
– Create a comparative chart comparing
features
– Use graphics and pictures
– “Things to consider”

11. Research
Objective
Strategy
Methodology
Findings

12. Objective Example
To determine what the target market
knows about /perceives
– company’s brand
– new product
– ad campaign
– product category

13. Methodology and Strategy
Method
– Survey
– Focus groups
– Observation
Questionnaire

14. Presenting Findings
Chart
Summary of important findings
Discuss how result affected your
campaign’s direction
Did it confirm any of your research?

15. Budget and Media
You need to get actual prices
Media time table/Gantt chart
Justify your decisions
– Why do each of your media choices fit your
target market?

16. Creative Brief
Advertising objective
Strategy statement
Target audience
Advertising strategy statement
Supporting features and benefits
Theme

17. Advertising Objective Examples
To increase exposure to the target
market by XX% in X months.
To increase the sales volume of XXXX
brand by XX% in the next XX months.
To create awareness
To increase the penetration rate of
XXXX brand among the target market
by XX%.

18. Strategy
How will you reach your objectives?

19. Target Audience
Similar to the current user description,
except it describes only the target
market
– Demographics
– Psychographics
– Media use patterns
– Purchase patterns
– Geographic emphasis

20. Advertising Strategy Statement
Advertising will (verb)
(Target Consumer) that
(Product/Brand)
is/will/provide
(Statement of Objective/Benefit).
Be sure your strategy statement
relates to your objectives.

21. Advertising will (verb)
(Target Consumer) that (Product/Brand)
is/will/provide
(Statement of Objective/Benefit).
convince
persuade
communicate
remind

22. Advertising will (verb)
(Target Consumer) that (Product/Brand)
is/will/provide
(Statement of Objective/Benefit).
Describe the person
– Demographics
– Psychographics
– Product usage
Give the person dimension

23. Advertising will (verb)
(Target Consumer) that (Product/Brand)
is/will/provide
(Statement of Objective/Benefit).
Examples
– Women who wash confidently in all
temperatures
– Working mothers
– Fashion conscious women, 18-35
– Adults who wear eye glasses

24. Advertising will (verb)
(Target Consumer) that (Product/Brand)
is/will/provide
(Statement of Objective/Benefit).
Specific
Measurable
Achievable
Realistic
Time bound

25. Advertising will (verb)
(Target Consumer) that (Product/Brand)
is/will/provide
(Statement of Objective/Benefit).
Example:
Advertising will convince adults who eat
biscuits that uniquely nutritious and
delicious.

26. Advertising will (verb)
(Target Consumer) that (Product/Brand)
is/will/provide
(Statement of Objective/Benefit).
Example:
Advertising will convince automatic
dishwasher owners that Cascade
provides virtually spotless end results.

27. Supporting Features and Benefits
What features and benefits set your
product apart?
What features and benefits will you
feature in your ad campaign?
What features and benefits support
your objectives and advertising strategy
statement?

28. Theme Examples
Here to represent - Puma
Nothing else matters - Columbia
C3 - Comfort, Compatibility, Columbia
– Cool Crisp, Columbia
– Capable, Conquering, Columbia
Wanna get high? - Vertical Reality
PUMA
– Positive, Uplift, Maintain, Attitude.
– Prevail, Uproar, Mighty, Achieve

29. Tone or Brand Character
Statement
Tone Statements are short-term and
about the advertising
Brand Character Statements are long-
term and about the brand

30. When to use a tone statement
A new brand
Re-positioning an existing brand
Trying to regain customers who have
left the brand
Tone will be
(selling attitude adjective).

31. Creative Justification
How did you execute your theme and
tone?
Why do your creative
choices/theme/tagline/headlines fit your
target audience?
How do your ads follow your strategy
statement?
How do all your ads work together?
Tie your justification back to your
research.

32. Choosing Media Type
Factors to consider:
– Media habits of target consumers
– Nature of the product
– Type of message
– Cost
– Media vehicles
• Specific media within each general media type

33. Deciding on Media Timing
Must decide how to schedule the
advertising over the course of a year
– Follow seasonal pattern
– Oppose seasonal pattern
– Same coverage all year
Choose the pattern of the ads
– Continuity
– Pulsing

34. Selecting Advertising Media
Reach
– Percentage of people exposed to ad
Frequency
– Number of times a person is exposed to ad
Media Impact
– The qualitative value of a message
exposure through a given medium

35. Consumer Sales Promotion Tools
Sample
Sample Offers a trial amount of a product
Offers a trial amount of a product
Savings when purchasing specified
Savings when purchasing specified
Coupons
Coupons products
products
Cash Refunds
Cash Refunds Refund of part of the purchase price by
Refund of part of the purchase price by
“Rebates”
“Rebates” mail
mail
Price Packs
Price Packs Reduced prices marked on the label or
Reduced prices marked on the label or
“Cents-Off Deals”
“Cents-Off Deals” package by producer
package by producer
Goods offered free or low cost as an
Goods offered free or low cost as an
Premiums
Premiums incentive to buy a product
incentive to buy a product
Advertising
Advertising Articles imprinted with an advertiser’s
Articles imprinted with an advertiser’s
Specialties
Specialties name given as gifts
name given as gifts

36. Consumer Sales Promotion Tools
Cash or other award offered for regular
Cash or other award offered for regular
Patronage Rewards
Patronage Rewards use of a product or service
use of a product or service
Point-of-Purchase
Point-of-Purchase Displays or demonstrations at the point
Displays or demonstrations at the point
Promotions
Promotions of purchase or sale
of purchase or sale
Consumers submit an entry to be
Consumers submit an entry to be
Contest
Contest judged by a panel
judged by a panel
Consumers submit their names for a
Consumers submit their names for a
Sweepstakes
Sweepstakes drawing
drawing
Consumers receive something each
Consumers receive something each
Games
Games time they buy which may help them win
time they buy which may help them win
a prize
a prize

37. Major Decisions in Advertising