Advertising

Campaign
In a recent interview Brian Fetherstonhaugh Chairman & CEO of Ogilvy
One Worldwide shared his thoughts on new trends in marketing. He stated
that the traditional Marketing Mix i.e

4Ps of Marketing has now changed to 4 Es of Marketing which is

From Product to Experience,

From Place to Everywhere,
From Price to Exchange and
From Promotion to Evangelism.
 Definition
An advertising campaign is a series of
advertisement
messages that share a single idea and theme
which make up an
integrated marketing communication (IMC).
Advertising campaigns appear in different media
across a specific time frame.

An Advertising Campaign is a series of

advertisements [consumer communications] and
the activities that help produce them, which are
designed to achieve interrelated goals.

..Donald Parente
 The critical part of making an advertising
campaign is determining a champion theme
as it sets the tone for the individual
advertisements and other forms of
marketing communications that will be
used.

The campaign theme is the central

message that will be communicated in the
promotional activities. The campaign
themes are usually developed with the
intention of being used for a substantial
period but many of them are short lived due
to factors such as being ineffective or
market conditions and/or competition in the
marketplace and marketing mix.
 TOP ADVERTISING
CAMPAIGNS
1. Dove, Campaign for Real Beauty: Deconstruct the
Norm
2. Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929
3. Marlboro, The Marlboro Man, Leo Burnett Co., 1955
4. Nike, "Just do it", Wieden & Kennedy, 1988
5. McDonald's, "You deserve a break today", Needham,
Harper & Steers, 1971
6. DeBeers, "A diamond is forever", N.W. Ayer & Son,
1948
7.Absolut Vodka, The Absolut Bottle, TBWA, 1981
8. Apple, Get a Mac: Create a Campaign Template
9. Clairol, Does she...or doesn't she?", Foote, Cone &
Belding, 1957
10. Avis, "We try harder", Doyle Dane Bernbach, 1963
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 A Campaign Outline (JWT
Structure)
Response:
J. Walter Thompson
asks: i. Develop a situation
analysis.
i. Where are we? ii. Identify Problems.
ii. Why are we there? iii. Identify Opportunities.
iii. Where could we be? iv. Develop message,
media, and marketing
iv. How could we get communications
there? strategy and tactics.
v. Develop a plan to
measure
v. Are we getting there? (track) campaign
effectiveness.
Why to advertise in terms of a
campaign?
Buyers are forgetful of erratically
appearing ads.
Due to clutter of large number of
advertising messages, they
overlook several of them.
Thus, campaign is a sustained
advertising effort.
Coordination, balance, timing,
continuity & performance- all favor
for an advertising campaign.
 How long should be a
Campaign?
Campaigns are of varied length-
seasonal, yearly, several advertisers
run the same campaign without any
changes for several years.
The factors which affect the duration
of campaign are the-
Type of product offered
The nature of advertisers marketing programme
Seasonality of Sales
Media policies
The Competitors advertising
 Basis of campaign
Geographical spread of a campaign
Pioneering Campaigns to introduce a
new product
Competitive Campaign emphasis
competitive superiority to retain the
present market.
Campaigns can be classified in terms
of media, e.g; direct mail campaign,
newspaper campaign, T.V. Campaign
etc
Campaigns are governed
by the following
parameters
Identifying the problem
The budget
Pretesting
Target audience
Media selection
The language
The visual and the copy
Timing and duration
Post testing
Effect on sales
 Three phases of campaign
creation
1.Strategy development phase
decide the objectives and
contents of communication.
analyzing the research data and
positioning the brand
right strategy and creative
campaign is a winning
combination.
2.Advertising brief to the
creative
Client has to brief the agency about
how to create the advertisement.
Success or failure of the advertisement
is largely dictated by the brief.

3.The creative phase

The strategist has to leap from a single
uni-directional idea into an advertising
idea that will add value to the
product/brand.
Example of effective
Advertising Campaign
in India
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ZooZoos were conceptualized by the Ad agency O&M for
the latest Vodafone Ad campaigns. ZooZoo characters
though they look like animated characters are actually
played by real people. The real people are dressed in white
outfits. The sets have been constructed by shadows created
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