Below said are the 7 important Steps in Designing an Advertising Campaign. The marketer must understand these steps to design an effective and full proof advertising campaign to attract more customers.
Lets identify and understand various steps involved in the advertising campaign design:
Identify the target audience
SEC Grid i.e. Socio-Economic Classification
- Demographic
- Geographic
- Psychographic
- Behavioural
- Media Usage
Set / Define the advertising objectives
- Informative / Persuasive / Reminder
- The object must be –
- Well Designed
- Measurable
- Cover time Period
Hierarchy of effects Model
- Awareness
- Interest
- Evaluation
- Trial
- Adoptions
Determining the Advertising Budget
- Competitive Parity Method
- Percentage of Turnover
- Objective Oriented Budgeting
- Regression Analysis
- Blend of All
Develop the Media Plan
- Tv
- Radio
- Magazine
- Newspaper
- Outdoor
Designing the Message
- Rational Appeal
- Emotional Appeal
The message should be –
- Informative
- Reasonable
- Psychological Appeal
- Repeat Assertion
- Command (Domination)
- Symbolic Association
Execution of Campaign
- Planning and Coordination
- Detailed Schedule
- Change made during the campaign
Evaluation and Selection of Media
- Media Vehicle
- Media Reach
- Media Frequency
- Impact
- Total Number of Exposure
Evaluation Through –
- Pre Tests
- Consumer Jury
- Post Test
- Recognition Test
- Recall Test
These are the major steps in Designing an Advertising Campaign in Marketing.