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7 Important Steps in Designing an Advertising Campaign

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.