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Steps in Designing an Advertising Campaign

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

Object must be –

Well Designed

Measurable

Cover time Period

Hierarchy of effects Model

Awareness

Interest

Evaluation

Trial

Adoptions

Determining the Advertising Budget

Competitive Purity 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

Message should be –

Informative

Reasonable

Psychological Appeal

Repeat Assertion

Command (Domination)

Symbolic Association

Execution of Campaign

Planning and Co ordination

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

 

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