M.A. MASS COMMUNICATION 4th SEMESTER MSM-531 (C) ADVERTISING CAMPAIGN MANAGEMENT ITY ERS OF IV SC N IE U N R C A E W & H T S E E C B H M N A O J L O U G R Y U G Directorate of Distance Education Guru Jambheshwar University of Science & Technology, HISAR-125001 Advertising Campaign Management MSM-531 (C) CONTENTS Sl. No. Lesson Name Page No. 1 Campaign Management 3 2 Advertising Campaigns 13 3 Campaign Management Planning 22 4 Advertising Objectives 33 5 Creative Strategies And Creative Tactics In Advertising 45 6 Content Writing For Advertising 56 7 Media: As Vehicle Of Advertising 69 8 Budgeting 88 9 Political Campaign: Analysis And Management 97 10 Developing Marketing Strategy 110 11 Strategic Planning 124 12 Evaluating A Campaign 137 13 Pre-Launch Research And Marketing Of A New Product 150 14 Campaign For The New Launch 165 15 Techniques And Process Of Marketing Of A Product 179 16 Branding A Product 192 DDE, GJUS&T, Hisar 2 | Advertising Campaign Management MSM-531 (C) LESSON 1 CAMPAIGN MANAGEMENT STRUCTURE The lesson shall provide information about the concept of campaigns and campaign management, its need, various types and process. The lesson structure shall be as follows: steps to form an effective campaign, importance of campaign management, skills required for campaign management 1.0 Introduction 1.1 Campaign management 1.1.1 Importance of campaign management 1.1.2 Steps for effective marketing management 1.1.3 Duties of campaign management 1.1.4 Skills for campaign management 1.1.5 Future of Marketing Campaign 1.2 Let us sum up 1.3 Keywords 1.4 Self-Assessment Test 1.5 References 1.6 Suggested Readings 1.0 INTRODUCTION In the economical world of businesses, marketing channels play a huge role in the final showcasing of your business. Every day we see new possibilities for running and publicising our business and for the same we have unlimited marketing strategies and campaigns of various kinds. There are infinite marketing campaigns taking place throughout the world today, this very second. People tend to become immune to these such practices and hence, they become overwhelming. The magic lies in the impact and impact is showcased through creating the perfect campaign. Let‘s learn what it takes to bring your marketing campaigns to the next level. DDE, GJUS&T, Hisar 3 | Advertising Campaign Management MSM-531 (C) 1.1 CAMPAIGN MANAGEMENT Campaign management points you to the direction of identifying various strategies that help and support you to develop your business goals, it helps you with the designing, planning, testing and then monitoring a particular campaign. Campaign management also guide you to analyse the results along the way. Diligent planning, timely enforcement and bank of knowledge and acumen with the audience compiles to form an effective campaign. Campaign management is a troupe task and requires a team of marketers with the required knowledge to make your campaign a success. Basic requirement for campaign management is the steps of planning and tracking the analysis of the campaign. Execution of all these factor accounts to be the most important step in making a standard marketing initiative. Campaign management can be planned and executed for the launch of various new products, events or it can also be created for the promotion of an existing business or product. The major idea behind any campaign is to push potential customers towards a topic or an idea. These campaigns help to gain the attention of potential customers and encircle their concentration towards a very specific problem. A campaign needs to convince a client that their problems can only be solved by the use of your product or service. These campaigns can turn out to be overwhelming at times but they are crucial for raising marketing and awareness about the product or service. Digital marketing, today has emerged to be one of the most important aspects to make these campaigns a raging success. Social media, company and brand giveaways, emails suggesting brand promotions, print materials and surveys to enclose reviews and suggestions by the existing clients and expectations of the potential and upcoming clients. 1.1.1 Importance of Marketing Campaign Management For many companies, over the years, marketing campaigns come out to be the backbone for engaging with existing customers and acquiring potential clients. Marketing campaigns use unique ways to present their brand in front of the market. These campaigns not only provide a name for the product or service, it prospers the brand in many ways: 1. Increasing sales and profit DDE, GJUS&T, Hisar 4 | Advertising Campaign Management MSM-531 (C) Campaigns attracts more and more customers and clients towards their brand, increasing annual sales and hence, increasing profits. More and more campaigns attract the customers to innovative ideas of the brand. 2. Introducing a new product When a company brings a new product in the market, it aims to make it known. Campaigns help in bring them into limelight, some product campaigns gain interest around the globe, making a tremendous change in the sales of the company, forming a brand. 3. Increasing product awareness When a product reaches a market, we need the market to know. Campaigns take upon themselves to sell the product. Some campaigns go on and on for years, keeping the product known. 4. Establishing a brand image A product can sometimes make the brand known, a product can form or deteriorate image of a brand over time. 5. Generating new customers Marketing campaigns can gain interest and importance, making people wanting to be a part of them and hence, gaining more and more customers. Some of them grow out of the trend but many tend to stay put with the product. For example, Lay‘s brand has been promoting its ―Do Us A Flavor‖ campaign since 2012. They ask their customers to ‗pitch‘ ideas for next potato chip flavour that they would like to have in the flavour palate of Lay‘s. The creator of the winning chip flavour would win $1 million or 1% of the 2013 net sales of the winning flavour, whichever is greatest. In the initial year of the campaign, the sales of the company increased by 12% and the average of their Facebook page visits a week reached to 22.5 million. World‘s largest coffeehouse chain, Starbucks, launched a campaign, ‗Converts Wanted‘, to attract customers who abhorred the richer roast of Starbucks coffee blends. People were encouraged to try samples of the Blonde Roast, employees collected anecdotes from their friends and family, who became DDE, GJUS&T, Hisar 5 | Advertising Campaign Management MSM-531 (C) fans of the lighter coffee. This Facebook driven campaign educated customers, attracted potential customers, offered coupons and created a buzz around the brand image. In short, marketing campaigns are the impeccable way to reach the brand‘s customer, clients and leads. These game changing campaigns reach customers throughout. Campaigns with touchpoints gather a person‘s attention better than a single advertisement. Advertisements are found in clutters but marketing campaigns help brands to stand out. Adding incentives gives you a chance to follow up to the customers. It gives you a chance to explain your brand, your product or your service even more precisely. This is the reason why marketing campaigns become extremely important for B2B sales. It helps you to find new leads and to indulge your existing client, in your service, even more. With the right timing and the right amount of magic, companies form campaigns, giving new heights to their businesses. 1.1.2 Steps to Effective Marketing Campaign Management Companies run marketing campaigns for their businesses to attract local demographic. The campaigns stay in the market according to their adaptability by the local demographics. Campaigns might stay in the market for years and become a mark for the brand or can be pulled out within a week by the company if it‘s not successful as thought. A marketing campaign includes goals for the campaign, a well-framed timeline, and tools that you can use or platforms you can use to facilitate the marketing campaign. Here are some steps that can help you build an effective marketing campaign, bringing your product and brand in limelight. Campaign management can be planned and executed for the launch of various new products, events or it can also be created for the promotion of an existing business or product. Define Goals Attracting more and potential customers is one goal of any campaign but every campaign should have its own goals. A brand should be able to define and decide how they will measure the goals. A campaign should have a direction, whether you want your annual sales to increase or you want to bring in more customers or you want to launch a new product in the market. These goals need to be tailored according to the way the business runs and according to the need of the business. DDE, GJUS&T, Hisar 6 | Advertising Campaign Management MSM-531 (C) Defining a clear and specific goal helps you to create an effective, efficient and accurate campaign and you will be able to capture and measure results from the campaign. The need of resources can also be clarified by understanding the final goal and expectation you have from the campaign. Know your Audience The first thing to keep in mind while creating a campaign is to know and define your target audience, it will allow you to form such a campaign that would interest as well resonate with your target audience and you might be able to address them in a much direct and better way.