Campaign planning

Campaign Planning Advertisement campaign

What is Campaign? ,[object Object],[object Object],[object Object]

5W’s and 1H of campaign ,[object Object],[object Object],[object Object],[object Object]

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Planning an Advertising Campaign ,[object Object],[object Object],[object Object]

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Planning an Advertising Campaign

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Planning an Advertising Campaign ,[object Object],Budget Approach/ Method Methodology Objective and Task Determining advertising objectives and then calculating the cost of all the task needed to attain them. Percent of Sales Multiplying the firm’s past and expected sales by a standard percentage based on what the firm has traditionally spend on adv. and the industry average for advertising spending. Competition Matching Setting the adv. Budget to match competition spending on advertising.

Planning an Advertising Campaign Budget Approach/ Method Methodology Arbitrary Setting the advertising budget at a level of specified by a high level of executive in the firm.

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Planning an Advertising Campaign ,[object Object],Evaluation Assessment Pretest Evaluation of ads performed before a campaign begins. Consumer jury A panel of a product’s actual or potential buyers who pretest ads. Post test Evaluation of advertising effectiveness after the campaign. Recognition Test A post test in which respondents are shown actual ads and asked if they recognize it.

Planning an Advertising Campaign Unaided Recall Test A post test in which respondent identify ads as they have recently seen but are given no recall clues. Aided Recall Test A post test that asks respondents to identify the recent ads and provides clues to joy their memories.

Campaign planning

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Campaign planning