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The key to an effective advertising campaign is solid management. The process embodies a wide range of activities that may include brainstorming, consumer surveys, and media analysis. As a communication tool, advertising must consider the product type and factors affecting the sponsor’s relationships with its publics. Managing the advertising campaign involves the following eight steps:
Conducting a Situation Analysis: The purpose is to provide a research foundation that can be used to establish objectives, specify strategies, and articulate tactics. The analysis encompasses the company, consumer, market, product, and competition.
Identifying Problems and Opportunities: This step involves a close look at the firm’s prior and current marketing processes, its financial and organizational competencies, its actual or potential areas of profitability, and forces that threaten its growth.
Establishing Short-term and Long-term Objectives: once the advertiser identifies opportunities, the next step is to establish clear, specific, singular, realistic, measurable, and time-bound objectives.
Determining the Advertising Appropriation and Budgeting: Advertisers weigh the relative importance of price, product, or brand before deciding how and where to allocate expenditures.
Developing a Creative Strategy: Major components include: definition of the key problem, description of the product, identification of the persons who are most likely to purchase the product, clarification of the competition, specification of the consumer benefits, articulation of the reasons that support the benefit claim, determination of the message tone, and formulation of a call for action.
Creating Messages: The creation of effective messages requires the use of keywords and other qualities. Advertisers work meticulously to produce well-targeted, thought provoking, involving, and rewarding messages.
Selecting Appropriate Media: Several decisions have to be made to: identify the target audience(s), select the geographic area, determine the desirable level of reach within a time period, specify the frequency of advertising messages, decide the timing and continuity of the campaign, and choose the media that offer the best match with the intended market.
Outlining a Plan to Measure the Outcome: Measuring the campaign effectiveness is a dynamic process that involves all stages of the campaign but each stage may require different techniques.
In conclusion, managing an advertising campaign is a challenge that entails many interrelated decisions and requires strategic thinking. Advertisers must have a radar system to continuously forecast the consumers’ wants and needs.
- Avery, J. (2010). Advertising campaign planning: Developing an advertising campaign-based marketing plan, 4th edn. Chicago: Copy Workshop.