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