Campaign Module

December, 2016
Major activities at a glance

Strategic Planning and Buying Model

Dig Design Develop Deploy Debrief

Data Strategy Tactical Campaign Post

Interrogation Formulation Scheduling Execution campaign

Planning/ Planning/
Research Buying Research
Research Buying
Major activities at a glance
Data Interrogation
Successful media campaign begins and ends with research
The following data will be examine

1. Brand health check - It helps to know the health and performance of

the brand relative to the category
The report will examined the following area:
1. Brand Awareness of each brand of lubricants in relation to competition
(top of the mind; prompted & total awareness)
2. Communication awareness Vs competition
3. Brand Usage pattern
4. Factors that influence choice of lubricants
5. Who takes decision on the brand to use?
6. Competitive Price.
7. Sponsorship
8. Brand power score
9. Brand share
Major activities at a glance
Data Interrogation
2. Competitive report -
The report will examined the following competitive activities:
1. Media Spend competitive and category
2. Spend by Media Vs competition
3. Share of Voice Analysis (SoV) by competition
4. Competitive activities - Tracker

It will examine own and competing brands activities in the media. It will
show the following among other things:

1. Which brand is advertising

2. Where are the brands advertising TV, radio, press, billboard or
internet
3. Which brand is doing other activities like promo, or other below the
market activities. These shall be tied to each brand performance in the
market.
Major activities at a glance
Strategy Formulation
Using our in-depth knowledge of the media landscape, we combine complementary
skills at every level, using lessons from prior levels to enhance efficiencies in the
strategic planning process.

We use information from data interrogation to formulate media strategy for

the brands:
1. TV
2. Radio
3. Billboard small, medium, large or digital format
4. Internet etc.

Our Information system tools include;

MediaStar for planning
AMPS (All Media and Products Survey)
TAMS (Television Audience Measurement Survey)
RAMS (Radio Audience Measurement Survey)
MMS Ad cluster reports, Monitoring reports and
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Campaign Execution
We will provide value buying services and effective monitoring of campaign
rather than cheap media buying.

The standard industry goal is to get more discounts, but we aim to provide
better value for our clients.

There will be extra value for money spent.

Major activities at a glance
Post Campaign Analysis
We will monitor to ensure campaign are carried as at when due

Report any inconsistence on campaign schedule

Measure the following:

1. Ad awareness level vis--vis competition
2. Understanding of the concept/story line.
3. Recall and retention of information
4. Perception of brand vis--vis competition
 General Campaign Awareness Measurement
(Return on objective (ROO))
Ad awareness level vis--
vis competition
Understanding of the
concept/story line.
In-campaign Recall and retention of
Pre-campaign surveys evaluation information
with target audience.
Immediate Perception of brand vis--
Exploring target outcomes include vis competition
audience knowledge, awareness of the
attitudes and behaviours campaign, changes
towards brand. in attitude and
preference.
Intermediate
outcomes include
Pre-campaign changes in Post-campaign
evaluation behaviour. evaluation:
Thanks