Advertising Campaigns - Lesson 24.3

Introduction

• Context: Discusses experience at Qualcomm Stadium with advertising saturation.
• Key Point: Ads that stand out are those that quickly grab attention with large text and graphics.
• Statistic: Average person views a billboard for 3-5 seconds.
• Series: Part of Unit 24 on Promotional Mix.

Definition of Advertising

• Advertising: Non-personal communication paid by a sponsor to unidentified receivers.
• Role in Promotional Mix: One of the four elements.
• Purpose: To convince purchases or influence brand image.
• Types:
  • Product Advertising: Focus on selling a product.
  • Institutional Advertising: Focus on promoting a company.

Seven Steps for Developing Advertising Campaigns

1. Set Campaign Goals

   • Must be specific and measurable.
   • Example: Increase product awareness by 10%.

2. Select Target Audience

   • Conduct research to gather information about the target market.
   • Tailor the message appropriately.

3. Establish Budget

   • Different advertising methods have varied costs.
   • Budget constraints affect media choices.

4. Identify Media

   • Select appropriate media for the target audience.
   • Consider lead time, reach, and frequency.
   • Example: Print billboards have low reach but are cheap.

5. Create the Message

   • Develop a compelling message with value proposition.
   • Include product features, benefits, and logistical details.

6. Measure Responses

   • Use specific metrics like clicks, sales, and engagement to evaluate effectiveness.
   • Pre-testing with focus groups or interviews.

7. Evaluate Results

   • Assess return on marketing investment (ROMI).
   • Use metrics for new customers, customer retention, and product satisfaction.

Key Concepts

• Reach: Number of viewers expected to see an ad.
• Frequency: Number of times one viewer sees the ad.
• Coupon Codes: Used to track ad effectiveness (e.g., influencer codes).

Conclusion

• Emphasis: Key to effective advertising is clarity and brevity due to short viewing times.
• Practice Question: Asked about audience viewing time.

Sources

• Encouraged to review sources for further understanding.