Campaign advertising is ... Development of an advertising campaign. Effectiveness of the advertising campaign

Advertising of absolutely any kind of goods orservice consists of many components. Its effectiveness, in particular, depends on several factors. This includes, as a rule, the content and form of the message (submission of information), the conformity of the means of dissemination with it (newspapers, magazines, television, radio, etc.), size, time and total number of publications, or broadcast. Today, the development of an advertising campaign is a responsible event.

The realities of our time

It is noteworthy that modern advertising reachesin general, the best results in the case when there is a whole range of positive decisions, that is, when high-quality advertising message is directly brought to the audience with the most suitable and adequate carrier. In particular, when the necessary size of advertising media is chosen, as well as the most advantageous time and place of their location, when the frequency of their placement is correctly calculated. At the same time, every unaccounted factor can quite directly affect the effectiveness and productivity of advertising in the most negative way.

It should be noted that the better the advertising, the less number of placements in certain media it requires to maximize effective impact on potential consumers.

What is a modern advertising campaign?

The question is not idle. After all, the effectiveness of the advertising campaign depends on it. Let's try to answer it.

A modern advertising campaign is, beforein total, the implementation of a whole complex of strictly planned advance promotional activities, which in the future are designed for a certain period of time, some area of ​​action, some target audience. This concept is accepted in the modern world of economy. And the effectiveness of the advertising campaign depends on it. However, there are other transcripts of this term.

A modern advertising campaign is a collection ofevents of various kinds to provide the masses with certain information that should have a particularly positive impact on the organization's future activities in both a short-term and a long-term perspective.

So what is it?

First of all, this includes a set of specificadvertising events, which are united by some common goal, an idea identical to the corporate style, as well as the budget. This is a kind of complex of modern marketing activities, which is developed in accordance with the program developed in advance. It is aimed exclusively at consumers of the product, which represent the relevant segments of the market. What is the purpose of all this? To evoke their reaction, genuine interest, which in the future will contribute to the decision by the manufacturer company of their own, both strategic and tactical tasks.

An advertising campaign is usually understood as a generalan advertising plan developed for a series of different, yet interrelated moves, appearing in a variety of media for a certain time.

What is the essence?

For today, the advertising campaign is,first of all, a combination of all sorts of activities that are united by one idea, as well as themes. Agree, this is so. All this is usually directed at obtaining a positive effect, which is necessary for the advertiser. It can not be in any other way. In the modern world, the very development of an advertising campaign, as well as its implementation within the framework of an idea, takes a certain period of time. It is extremely important to remember that every subsequent marketing move within the framework of one campaign must necessarily be somehow connected with the previous one, and also complement it.

It should be noted that today PR is essentiallyincreases the recognition of a certain brand, largely shapes the attitude of a certain target audience to a certain brand and attracts new potential customers. It is important to evaluate the effectiveness of the advertising campaign. It is noteworthy that an advertising campaign conducted at a proper professional level will allow the business to enter a new stage of development. That is why it is so important to use this course in our economic activity.

Stages of development of an advertising campaign

Few people know that marketing moves are being createdconsistently. In our world, the development of an advertising campaign is a painstaking work of the team of the most experienced specialists in its field. The solution to this problem consists, as a rule, of several stages, namely: market analysis; determining the portrait of a potential consumer; selection of certain means of communication, as well as areas for the placement of products; production of marketing messages; direct implementation of the project. This is a kind of plan for an advertising campaign. As you can see, the process includes many stages.

These are the stages of the advertising campaign. They, however, always enough, though a little. You can create any advertising campaign, an example of which to find today is not difficult.

Services of a specialized firm for the development of an advertising campaign

To date, a successful product PRmeans extremely much. And if you do not have the necessary skills, it's best to entrust this matter to professionals. The team of the specialized agency will be able to specially for you to develop a competent advertising campaign, as well as to implement it qualitatively afterwards. As you can see, everything is very simple.

In order for the advertising campaign tomaximum impact on its consumer, highly qualified professionals should accurately identify the potential target audience; find out exactly what information you want to convey to your final customer or customer; to develop a certain strategy, so that PR would bring the maximum return; choose a certain form of information (article, banner, poster, etc.), and also determine its location (transport, television, metro, radio, press - newspapers or magazines, and so on); plan the timing of such a campaign (it may be short-term or long-term); to carry out calculation of expenses, and also to choose the tariff; compile a media plan; clarify the effectiveness and immediate relevance of all selected goals of such advertising; evaluate the result and the effect that has been achieved.

Professionals from a highly specialized company,thus, will do everything possible to ensure that the development of your campaign for your own business was extremely quickly implemented. Moreover, it is extremely important that afterwards your advertising does not just pay off, but it also significantly increases your profit.

Thus, experienced specialists will make youradvertising campaign is not only a productive and extremely effective business tool, but also an occasion for your pride! All the same, the development of an advertising campaign is a big responsibility, therefore it should be entrusted to its competent people.

Basic concepts in this industry

Since the advertising campaign is, above all, a great investment, it is necessary to understand this issue in the most thorough manner. So, let's go!

Let's look at those terms that we need when developing an advertising campaign.

Brief is, first of all, a peculiara business questionnaire, which, as a rule, is filled by the customer just before media planning, and also drawing up a certain concept of such a campaign. It should be noted that even after the coordination of such a brief, the agency starts specialized work on the preparation of certain technical means of marketing impact on consumers, and also conducts cost certification and draws up a further media plan. This is the purpose of the advertising campaign. They are the most!

Under the advertising budget is usually understood the size, as well as the structure of certain funds intended for any advertising campaign.

By duration is usually meant a strictly defined period of time (that is, a period), necessary for the implementation of any specific actions of a marketing nature.

As for the competitive strategy, here we have in mind the tactics of advertising, the principle of which is directly in competition with a certain competitive product.

Smoothly we came to the modern concept -media-mix. What it is? This is a kind of plan for the integrated application of a wide variety of means of disseminating all advertising information directly during the marketing campaign. As you can see, there are not many terms.

Types of advertising campaigns

So, let's deal with it. At the present stage of development, numerous advertising campaigns can be classified in a variety of ways, in particular, by markets, by the marketing media used, by specific dates, by purpose, and so on. It is very interesting! Thus, advertising campaigns, from the point of view of some territorial coverage, may well be regional, local, national, as well as transnational (that is, international). It's amazing, is not it?

It is from the point of view of a certain intensityimpact, all advertising campaigns can be increasing, even, descending, which is subsequently determined by the use of various media, changes in production, as well as in the supply of goods, changes in market orientation, and so on. This is an interesting science.

Modern marketing campaigns can be, tofor example, television-oriented or Internet-oriented, mainly using the press, radio or outdoor advertising. Among other things, they can be, so to speak, mediamixovymi.

From the point of view of choosing a certain target audience, absolutely all advertising campaigns can be niche or mass ones, intended for consumers or for sellers.

It should be noted that, as a rule, advertisingcampaigns can have completely different goals, namely - the introduction of a new product to the market, the formation of a stable image of a certain brand, the stimulation of the market, a direct reminder of the product, and so on. Of course, not the last role is played by money. In particular, the budget of an advertising campaign is important. It really is!

Modern marketing campaigns may wellbe planned already when the product exists in production, and when certain products are only being created. It is noteworthy that advertising campaigns can also be aimed at the subsequent promotion of both products and services.

By the way, similar events can have bothcertain commercial, and some kind of political or even social character. It is from the point of view of intensity that numerous advertising campaigns can be both continuous and impulse. Based on the type of advertisers, marketing campaigns can be, respectively, private, public, as well as public. As for the timing, in this case, advertising campaigns can be short-term and long-term.

Such activities can be divided into segmented and total.

From a legal perspective, all advertising campaignsare conscientious and dishonest, ethical and unethical, which comply with regulatory legal acts on advertising, the notorious International Code of Advertising Practice, and also do not comply with such legal documents.

Development

It is noteworthy that on the basis of the so-calledstrategic planning (that is, after determining the goals, time period, strategy, and priorities), an original development of the advertising campaign itself takes place. It should be noted that at this stage, usually develop the concept of any advertising campaign. It is very important! Thus, the concept of an advertising campaign is a general idea of ​​virtually all the complex marketing actions that includes both the advertising idea and the argumentation. In addition, this includes justifying the selection of certain means of advertising and other components.

It is noteworthy that the advertising idea, as a rule, becomes the core of absolutely all creative developments, regardless of their type.

Consequently, at this stage, thedirectly a creative strategy, one can say, a media strategy, develop specific tasks, develop tactics of actions, then distribute the budget precisely to markets, as well as advertising media, select certain partners, contractors, and subsequently appoint performers and so on. This is the organization of the advertising campaign. Agree, everything is interconnected.

Analysis of the advertising campaign

We approach the results. After a certain advertising campaign is actually implemented, it is necessary to conduct its analysis. By the way, first of all, overall efficiency is assessed, that is, it is compared, whether all the goals are achieved. In addition, you can analyze the effectiveness of some individual campaign flutes. Productivity in individual markets, in some media, and so on can also be analyzed. This is usually done using research data, as well as monitoring. Here, an evaluation of the effectiveness of the advertising campaign is formed.

Modern correction of an advertising campaign

After actually carrying out a similaranalysis, as well as identified certain errors or errors, subsequent correction is made. At this stage, usually made changes that are aimed at further increasing the productivity of advertising returns. In addition, changes can also be made that are associated with transformations in production or promotion of the advertised product. This is always a difficult task. In the future, the advertising campaign is evaluated by the competent authorities.