Advertising campaign. Advertising campaign: types, stages, participants Advertising

Advertising campaign is a system of interrelated advertising activities covering a certain period of time and providing for a complex use of advertising means to achieve a specific marketing goal by the advertiser.

Foreign and domestic experience in the field of advertising shows that comprehensive and consistent implementation of advertising events, developed taking into account the marketing strategy, gives a significantly greater effect than individual ones, not connected by a common goal and separated in time.

? introduction of new goods and services to the market;
? stimulating the sale of goods or increasing the volume of sales of services;
? switching demand from one product (service) to another;
? creating a favorable image of the enterprise (company) and product;
? ensuring stability of ideas among buyers and partners about a product or enterprise (company).

1. By main object of advertising advertising campaigns can be distinguished:
- ? goods and services;
- ? enterprises, firms, i.e. forming the image of the advertiser.
2. According to the goals pursued advertising campaigns are divided into:
- ? introducing, i.e. ensuring the introduction of new goods and services into the market;
- ? approving, promoting the growth of sales of goods and services;
- ? reminding, ensuring the maintenance of demand for goods and services.
3. By territorial coverage advertising campaigns are divided into:
- ? local;
- ? regional;
- ? national;
- ? international.
4. By intensity of impact advertising campaigns are:
- ? smooth;
- ? growing;
- ? descending.

Smooth advertising campaign provides for an even distribution of advertising events over time, i.e., alternating at equal intervals the same volumes of broadcast on radio and television, and the same size of publications in the media. For example, radio advertising - weekly on a certain day and time. This type of advertising campaign is used when the advertiser’s popularity is sufficiently high, and when advertising is reminiscent.

Increasing advertising campaign is built on the principle of enhancing the impact on the audience. For example, first medium-circulation media are attracted, then the number of publications and their prestige increases, at the same time the volume of advertisements increases, then radio, television, etc. are included. This approach is advisable with a gradual increase in the volume of production of the advertised product and its supply to the market. A start-up company can build its advertising campaign in the same way.

Downward advertising campaign is the most acceptable type when advertising a limited-volume batch of goods. As the product is sold and its quantity in warehouses decreases, the intensity of advertising also decreases.

1. Analysis of the marketing situation.
2. Determining advertising goals.
3. Determining the target audience.
4. Drawing up an estimate of advertising costs and monitoring its implementation.
5. Selection of means of advertising distribution.
6. Drawing up an advertising message or text.
7. Evaluation of results.
8. Control and regulation of the advertising campaign plan.

Analysis of the marketing situation allows the advertiser to predict the situation that will develop in the market after the actual start of the advertising campaign. Assessing the marketing situation and determining advertising goals are inseparable from each other. Both should precede all other planning stages.

It should be noted that the most common flaw in planning advertising campaigns is the inability to clearly and clearly define advertising goals. The correct and justified formulation of the purpose of an advertising campaign allows you to give a clear answer to the question of why it is being carried out. When defining a goal, it is necessary to ensure that it is consistent with the company's marketing and advertising strategy.

The goal formulation must be specific, unambiguous and quantifiable.

One of the important elements of planning an advertising campaign is to determine and study target audience advertising exposure. If advertising is addressed to the entire population, then it is advisable to address individual events to specific groups of people. In this case, the measures will be more effective.

An estimate is a plan for financing certain promotional activities. It examines in detail issues related to various products, markets, and means of advertising distribution in various time frames. By determining and estimating the costs for each of the individual advertising tasks, the total costs are added up. The amounts allocated for advertising should be broken down into their component parts. This is the responsibility of the structural unit involved in advertising at the enterprise (company).

Despite the fact that estimates are set for a specific period, they must be constantly reviewed and updated depending on changes in the market situation. The optimal amount of advertising costs is determined based on the experience of management and its attitude towards advertising.

The decision to allocate funds for advertising and the choice of means of its distribution are interrelated. In this case, the main responsibility for choosing distribution media falls on the advertising agency, and not on the advertiser. The cost of purchasing time and space in advertising media usually absorbs the largest share of the estimated costs. Moreover, the choice of the type of means of advertising distribution and specific press or broadcast organs requires experience and special knowledge that advertising agencies have.

The main task when choosing a means of advertising distribution is to convey the advertising message to the maximum number of potential buyers at minimal cost.

Along with the choice of means of advertising distribution and the development of schedules for their use, the tasks of the advertising agency include creating an advertising message or text.

According to the president of the American company Louis Fir Gershon, George H. Louis, the purpose of advertising is to appear beyond the usual. To be effective, advertising must be visible, and this can be achieved by following these rules.

? Make advertising human.
? Believe in advertising as if your life depended on it.
? Speak in prose that everyone understands.
? Create concepts, not announcements.
? Never settle for almost perfection.
? Never try to satisfy the customer before the consumer.
? Never follow government or industry rules.
? Address the real world.
? To risk.
? Listen to your heart and respect your own instincts.

Table 12.1


What will sell?	Material product (goods) or services? Who makes (offers)? Is the product unique or one of a number of similar ones? Is the product known or is it new to the market? What is the main thing in an advertising message - the product itself or the quality? Is the product seasonal or can it be used all year round?
What is the main value of the product?	Tangible or intangible value? Is a product purchased for its own sake or as a means to achieve some goals? What are the main commercial data of the product? In what ways is the product really better than its competitors? Does the product interest the buyer? If so, which one?
Is the product offered to an intermediary firm for sale?	What is the price of the product for a wholesaler? Piece or wholesale sales, fast turnover, authority, exclusive right to sell, convenience for trade, etc. What are the characteristics of a product that create demand? What is the company going to do to create and increase demand? Will the demand be constant and can it be made constant? What is the main advantage of the product compared to competing products? What special prices, conditions or services are offered?

Who are the buyers?	What characterizes the main buyers in terms of age, gender, social status, income, purchasing habits, etc.? What is their attitude (indifferent, friendly, hostile)? Where do buyers live (urban, rural, or both)? What is the educational level of buyers?


	What are buyers most interested in? To what extent does the product being sold meet their interests, needs, and demands? Why should buyers use the product? What will this cost them in terms of money, convenience, safety, satisfaction of personal needs? What does the buyer lose by not purchasing this product? How is this product better than the one currently in use? Do buyers realize the need to purchase the product or do they need to prove it? If buyers realize the need for a given product, then what keeps them from purchasing it? If the buyer does not purchase the product for himself, then how should the advertisement be written?

	What should generate interest - a product or a service? Do you need to remind the buyer about a well-known product or service? Do you need to make the buyer interested and ask for more information? Do you need to show the buyer what he needs? Do you need to teach the buyer how to use a new product or teach him a new way to use an old product? Is it necessary to demonstrate the value of a product or service offering to combat competition? Is it necessary to force the buyer to buy the product offered?


	What reputation does this newspaper or magazine have among readers?
	Appeals
What is the appeal?	What feelings or desires of the buyer does advertising appeal to (health, comfort, safety, appetite, pleasure, convenience, pride, ambition, showiness, beauty, personal taste, economy, affection, curiosity)? If there are none, what idea about the product or service can put it on par with the things the customer needs or is already interested in?
	Is just the title enough? Is an illustration needed (to attract attention, arouse interest, display a product, emphasize its individual qualities or designs, enhance a title or text for greater clarity and clarity, in order to evoke favorable associations, introduce a name, motto, trademark or packaging, to create an advertising atmosphere)? If illustration is necessary, should it be used only to show the product or to show the product with people, people without the product, inanimate objects, animals or use humor and symbolism? How many photos should there be, which one will dominate? What qualities of a product or service offered should determine the illustration technique (photography, drawing, real image of the object)? Should packaging or branding be highlighted? If packaging is shown, should it be the main or subordinate element of the illustration? How should the packaging be depicted - close-up or small-scale, open or closed?


What is the relationship with sizes?	What is the format of the printed publication? How much text material does it contain? Which element is most important in terms of influencing the buyer - text or illustration? Is it possible to plan a sequential arrangement of material, given that readers look mainly at the top of the page? If there is doubt about the layout of subordinate elements, which element is most important for advertising this product? Can such elements be placed next to or in combination with the main element? Is there a need to focus attention or highlight the main point in the diagram?
How much advertising impact is required or possible?	Do I need to place an element on a white background to enhance it? What size and shape should the illustration be (large or small)? Can the text be divided into paragraphs or subheadings for ease of comprehension?
Technical editing
What common factors determine font choice?	Is the text readable only in good light or also in poor light? What general font style is suggested by the nature of the advertisement?
What technical factors determine the choice of font?	What font sizes (points), taking into account the amount of text, will provide legibility? What length of lines and headings will give the most clarity?

Technical editing
	What type of font or range of fonts will create the appropriate atmosphere for this advertisement? What font sizes (points) and the clarity they create are needed for the subordinate material (notes, links)? Are center or side headings desirable for ease of understanding or to break up a sentence to make it look attractive? Will the font chosen be consistent in weight with the tone of the illustration? Is its placement in harmony with the illustration technique? Are decorative or framing elements in harmony with the typeface? Will the font be set in colored ink on a white background or black on a colored background, and is there enough contrast for the image to be legible? If the font is set in reverse or on a gray background, will it be heavy enough to stand out? Is the font size, weight and typeface suitable for the desired type print and paper?

	How much material should be given? Do text and illustration have the same meaning in advertising? Which illustration best suits the purpose of this advertisement? What kind visual arts required for better illustration?
What factors determine the printing production of an advertising publication?	What type of clichés and printing is required for illustration? Is color a major factor? What type of paper does printing require? Is paper weight important when sending advertisements by mail?

Is the line length suitable for economical use of the selected paper?

What is the publication format?

Does the cut of a standard sheet meet the format requirements of an advertising publication? Is it possible to fold a sheet of paper enough times without causing the folds to break?

Was the number of folds compared to the total weight of the sheet? If the publication will be machine folded, has a prototype been tested for a more economical folding method? Is the same paper available for reprinting if needed?

Will this be printed edition fit the postcard format, and if not, does it fit standard envelope sizes?

If the publication could be a postcard, is there enough space left for the address?

Was the prototype, including the envelope, checked for weight?

Scheme and general questions

If there is a valve, should it open sequentially as the text unfolds, or should it not be difficult for the reader to turn this publication in his hands?

Does the innovation or originality of the advertising publication impair the clarity and ease of the text? (Monotony in text, format, and shapes of illustrations should be avoided, but not at the expense of clear presentation.) Is it possible to use a folding diagram in which one part of the illustrations serves two purposes? (Keep an eye on the dimensions of standard envelopes when planning unusual flaps, and remember that the grain of the paper should follow the main folds.)

Is each of the folded pages planned as one page?

If used various colors, then is the publication intended to produce maximum effect? Is color considered in this advertising publication from the point of view of the most appropriate colorfulness (warmth, coolness, purity of color, etc.)? Does production time considerations change any of the above recommendations?

An advertising campaign should be based on a core theme (idea) that would reflect the goals of the campaign and would be present in every advertising message. In this case, each advertising message would “support” all others in achieving the desired end results.

Depending on the goal, their themes also change from campaign to campaign. Selecting a specific core theme is a necessary element of planning an advertising campaign.

The most important task in preparing an advertising campaign is to determine the motives, arguments in favor of purchasing a product, as well as the main idea of the advertising campaign, which is formulated in the form of a slogan or motto. Each advertising medium should use only those arguments that can be most effectively conveyed with its help.

When choosing advertising media to be used during the campaign, the duration of preparation and release of each of them is also taken into account. It is also important to determine the region where advertising funds will be placed and the location of certain events.

The end result of preparing an advertising campaign is drawing up a plan for its implementation and a final cost estimate. In this case, it is necessary to compare the resulting amount of expenses with the amount allocated by the advertiser for the advertising campaign.

The plan for conducting an advertising campaign provides for the frequency of individual advertising events, determines their total number, and sometimes the exact dates of the event, i.e., a schedule for the use of advertising media is drawn up. It specifies the duration and frequency of publications and demonstrations of advertising messages, means and media of advertising.

When planning individual organizational events related to the preparation and implementation of an advertising campaign, exact timing is also necessary.

Such organizational activities include various meetings, seminars, presentations, briefings, preparation and distribution of information letters to campaign participants about the procedure for its implementation.

Meetings, seminars, presentations, and briefings are organized both before the start of an advertising campaign and during its implementation in order to familiarize campaign participants with its objectives, the progress and features of individual events, etc.

After drawing up a plan for an advertising campaign, all its elements are developed, and the possible effectiveness of the chosen goal and idea is checked. In addition, the necessary clarification and changes in the elements of the advertising campaign are carried out, and the results of the campaign as a whole are summed up.

When summing up the results, it is revealed to what extent the main task set for the campaign was solved, which events and means of advertising had the greatest impact on consumers, which prevented the successful implementation of certain events. The answers to these questions are important in determining the effectiveness of the campaign, as well as in improving the organization of advertising campaigns in the future.

Skillful adherence to publication deadlines, correct definition groups of potential buyers, publications or broadcasts allow you to achieve your goals in the shortest possible time. But under one condition: high-quality advertising material - text, video, etc.

Practice has developed a number of principles, the observance of which allows us to solve the problem of an advertising campaign. These principles include:

1. The basis of good advertising is always good idea. The idea is the core on which the entire advertising campaign should be built. Having developed an idea, check how well the company’s image, its logo, slogan, etc. correspond to it.
2. Make your advertising argument: If it doesn't convince you, it won't convince anyone.
3. If your product is already known, talk about its advantages and qualities that the buyer needs, without mentioning what it cost you and how dear this product is to you. But you can and should tell the consumer how you achieve the quality of the product (or service), how much effort you spend on it.
4. If the product is unknown, do not forget to introduce the buyer to it. You can't buy what you don't know.
5. Praise your product, but avoid superlatives and extraordinary comparisons. Tell the truth, but know how to tell it beautifully.
6. Match the quality of the product with the quality of the advertisement. Careless advertising makes you think that the product is of insufficient quality. Don’t overdo it, don’t put super-expensive advertising on an average product. Such a deception will soon be revealed, and the cost of advertising will not be able to pay off. The Japanese have an expression “acceptable level of quality”. By this they mean that the quality inherent in the product must correspond to its cost. It’s the same with advertising - its cost must correspond to the cost of the product.
7. Use positive emotions in advertising. Modern “post-Soviet” people have so few of them.
8. Create your own advertising image (a specific construction of advertisements, font, design elements, a standard original layout with replaceable texts) and use it for as long as possible. Create your own style, then your “advertising business” will gradually expand, and the total number of people familiar with the image of your goods and services will increase.
9. Use forms and methods that are appropriate for your audience. Don't chase fashion trends. Be sure to try them on with your buyer to see if he understands them.

Despite a detailed advertising campaign plan, deviations may occur during its implementation due to various factors. In this regard, it is necessary to monitor the progress of the advertising campaign plan and promptly eliminate identified deviations through coordination of actions.

The main factors influencing deviations from the advertising campaign plan may be:

? changes in exchange rates, and therefore changes in the purchasing power of the population;
? reduction of advertising budgets in companies due to various circumstances;
? the emergence of new markets and the retirement of old, unpromising ones;
? the appearance on the market of new, more modern products that attract the attention of buyers;
? powerful counter-advertising carried out by competitors in order to switch the attention of consumers to manufactured products;
? changes in the target policy of competitors;
? the release of new regulations governing advertising activities in the country;
? changing the rating of various channels for distributing advertising information;
? changes in the advertiser’s advertising strategy due to various circumstances;
? change in consumer psychology.

For all deviations identified as a result of control, it is advisable to develop a mini-plan that will allow you to quickly respond to the advertising market as a result of the occurrence of the above factors. In this case, there is no need to resort to the development of new plans, which saves time, money and nerves.

Deviations that occur during an advertising campaign usually lead to a decrease in sales of goods or services. In this regard, advertisers can use various methods sales promotion and dealer interest.

Sales promotion activities complement advertising activities and are aimed at encouraging or accelerating sales. Sales promotion includes a wide variety of activities with limitless potential that target merchants, dealers, store owners and consumers. (We discussed the main methods of sales promotion in Chapter 4.)

Advertising of absolutely any type of product or service consists of many components. Its effectiveness, in particular, depends on several factors. This, as a rule, includes the content and form of the message (presentation of information), its correspondence with the means of distribution (this can be newspapers, magazines, television, radio, and so on), the size, time and total number of publications, or broadcasting. Today, developing an advertising campaign is a responsible undertaking.

Realities of our time

It is noteworthy that modern advertising generally achieves best results in the case when there is a whole complex of positive solutions, that is, when a high-quality advertising message is directly conveyed to the audience using the most suitable and adequate medium. In particular, when the required size of advertising media has been selected, as well as the most favorable time and their location when the frequency of their placement is correctly calculated. Moreover, each unaccounted factor may well directly affect the effectiveness and productivity of advertising in the most negative way.

What is a modern advertising campaign?

This is not an idle question. After all, the effectiveness of an advertising campaign depends on it. Let's try to answer it.

A modern advertising campaign is, first of all, the implementation of a whole complex of strictly pre-planned advertising events, which are subsequently designed for a certain period of time, a certain area of action, a certain target audience. This concept is accepted in modern world economy. And the effectiveness of the advertising campaign depends on it. However, there are other definitions of this term.

A modern advertising campaign is a set of various types of events to provide the public with certain information, which should have a purely positive impact on the further activities of the organization both in the short and long term.

So what is it?

First of all, this includes a set of specific advertising activities that are united by some common goal, idea, identical corporate style, and budget. This is a unique set of modern marketing activities, which is developed in accordance with a program developed in advance. It is aimed exclusively at consumers of the product who represent the relevant market segments. What is the purpose of all this? Arouse their reaction, genuine interest, which will further contribute to the solution of the manufacturing company’s own, both strategic and tactical, tasks.

An advertising campaign is generally understood to be an overall advertising plan designed for a series of distinct but interrelated promotions appearing in a variety of media over a period of time.

What's the point?

Today, an advertising campaign is, first of all, a combination of various events that are united by one idea, as well as a theme. Agree, this is true. All this is usually aimed at obtaining the positive effect required by the advertiser. It can not be in any other way. In the modern world, the development of an advertising campaign itself, as well as its implementation within the framework of any idea, takes a certain period of time. At the same time, it is extremely important to remember that each subsequent marketing move directly within the framework of one campaign must be at least somehow related to the previous one, as well as mutually complement it.

It should be noted that today PR significantly increases the awareness of a certain brand, largely shapes the attitude of a certain target audience towards a certain brand and attracts new potential customers. An advertising campaign is important here. It is noteworthy that the advertising campaign, carried out properly professional level, will allow you to bring your business to new stage development. That is why it is so important to use this move in your economic activity.

Stages of developing an advertising campaign

Few people know that they are created sequentially. In our world, developing an advertising campaign is the painstaking work of a team of the most experienced specialists in their field. The solution to this problem usually consists of several stages, namely: market analysis; portrait definitions potential consumer; selection of certain means of communication, as well as platforms for product placement; production of marketing messages; direct implementation of the project. This is a kind of advertising campaign plan. As you can see, the process includes many stages.

Services of a specialized company for the development of an advertising campaign

Today, successful product PR means a lot. And if you do not have the necessary skills, it is best to entrust this matter to professionals. The team of a specialized agency will be able to develop a competent advertising campaign especially for you, and will also implement it with high quality subsequently. As you can see, everything is very simple.

In order for an advertising campaign to have maximum impact on its consumer, highly qualified specialists must accurately identify the potential target audience; find out exactly what information you want to convey to your final buyer or customer of services; develop a specific strategy to ensure that PR brings maximum returns; choose a specific form of delivering information (article, banner, poster, etc.), and also determine its location (transport, television, metro, radio, press - newspapers or magazines, and so on); plan the timing of such a campaign (it can be short-term or long-term); calculate costs and choose a tariff; create a media plan; clarify the effectiveness and immediate relevance of all selected purposes of such advertising; evaluate the result and the effect that was achieved.

Professionals from a highly specialized company will therefore do everything possible to ensure that the development of your campaign for your own business is carried out as quickly as possible. Moreover, it is extremely important that subsequently your advertising not only pays off, but also significantly increases your profits.

Thus, experienced specialists will make your advertising campaign not only a productive and extremely effective business tool, but also a reason for your pride! Still, developing an advertising campaign is a big responsibility, so it should be entrusted to competent people.

Basic concepts in this industry

Let's look at the terms that we will need when developing an advertising campaign.

A brief is, first of all, a kind of business questionnaire, which, as a rule, is filled out by the customer immediately before media planning, as well as drawing up a specific concept for such a campaign. It should be noted that after such a brief has been agreed upon, the agency begins specialized work on preparing some technical means of marketing influence on consumers, and also carries out cost certification and draws up a further media plan. This is what campaigns are about. This is them!

Duration usually means a strictly defined period of time (that is, the period) necessary to carry out some specific marketing actions.

As for this, we mean advertising tactics, the principle of which is directly in competition with a certain competitive product.

Smoothly we approached modern concept- media mix. What it is? This is a kind of plan for the integrated use of the most various means distribution of any advertising information directly during the marketing campaign. As you can see, there are not very many terms.

Types of advertising campaigns

So, let's figure it out. On modern stage development, numerous advertising campaigns can be classified according to a variety of criteria, in particular, by market, by the marketing media used, by certain deadlines, by purpose, and so on. It is very interesting! Thus, advertising campaigns, precisely from the point of view of some territorial coverage, may well be regional, local, national, as well as transnational (that is, international). Amazing, right?

It is from the point of view of a certain intensity of impact that all advertising campaigns can be increasing, level, descending, which is subsequently determined by the use of various media, changes in production, as well as in the supply of goods, changes in market orientation, and so on. This is interesting science.

Modern marketing campaigns can be, for example, television-oriented or Internet-oriented, predominantly using press, radio or outdoor advertising. Among other things, they can be, so to speak, media mix.

From the point of view of choosing a specific one, absolutely all advertising campaigns can be niche or mass, intended for consumers or sellers.

It should be noted that, as a rule, advertising campaigns can have completely different goals, namely, introducing a new product to the market, creating a strong image of a certain brand, stimulating the sales market, direct reminders about the product, and so on. Of course, money plays an important role. In particular, the budget of the advertising campaign is important. This is true!

Modern marketing campaigns can well be planned even when the product is in production, as well as when certain products are just being created. It is noteworthy that advertising campaigns can also be aimed at the subsequent promotion of both products and services.

By the way, such events can have a certain commercial, some political or even social nature. It is from the point of view of intensity that numerous advertising campaigns may well be both continuous and impulse. Based on the type of advertisers, marketing campaigns can be private, public, and public, respectively. As for the timing, in this case advertising campaigns can be short-term or long-term.

Such events can be divided into segmented and total.

From a legal point of view, all advertising campaigns can be conscientious and dishonest, ethical and unethical, complying with regulatory legal acts on advertising, the notorious International Code of Advertising Practice, and also not complying with such legal documents.

Development

It is noteworthy that based on the so-called strategic planning(that is, after determining the goals, time period, strategy, and priorities), a kind of development of the advertising campaign itself takes place. It should be noted that at this stage, the concept of an advertising campaign is usually developed. It is very important! Thus, the concept of an advertising campaign is general idea in fact, about the entire complex of marketing actions, which includes both the advertising idea and the argumentation. In addition, this includes the rationale for choosing certain means of advertising distribution and other components.

Consequently, at this stage they directly determine the creative strategy, one might say, the media strategy, develop specific tasks, develop tactics of action, subsequently distribute the budget specifically across markets, as well as advertising media, select specific partners, contractors, then appoint performers, and so on. This is the point. Agree, everything is interconnected.

Advertising campaign analysis

Let's come to the conclusion. After a certain advertising campaign has actually been implemented, it is imperative to analyze it. By the way, first of all, overall effectiveness is assessed, that is, it is compared whether all the goals have been achieved. In addition, you can analyze the effectiveness of some individual campaign flights. Productivity in individual markets, in some, and so on can also be analyzed. For this purpose, research data and monitoring data are usually used. This is where an assessment of the effectiveness of an advertising campaign is formed.

Modern correction of an advertising campaign

After such an analysis has actually been carried out, and certain errors or errors have been identified, subsequent corrections are made. At this stage, changes are usually made that are aimed at further increasing the productivity of advertising returns. In addition, changes may also be made that are associated with transformations in the production or promotion of the advertised product. It's always difficult task. Subsequently, the advertising campaign is assessed by the competent authorities.

We all know the phrase "the advertisement is engine of the trade". In fact, it quite fully reveals the main marketing function of advertising: transmitting information about a product, introducing potential buyers to it, convincing them of the need to purchase the product. So, advertising differs from a regular information message by its interest in end result. This is not just studying information, but studying with a specific, very specific goal - increasing demand for a product or service.

Advertising cannot exist on its own. To more effectively influence the buyer, any advertising campaign must use the experience of other branches of knowledge: marketing, psychology, journalism, linguistics, literature.

Currently, marketing activities, including advertising, have penetrated into many areas and levels. organizational structures. Therefore, it becomes necessary for the manufacturer to structure his work in such a way as to constantly stimulate and take into account the flow of information from a variety of sources and control all actions with feedback.

At proper organization business advertising is very effective and contributes to the rapid, uninterrupted sale of goods or services. But in order for advertising to work, you need to develop an advertising campaign strategy. Most of entrepreneurs tend to use single promotions. They often resort to them in extreme cases as an “ambulance” and expect immediate positive results. This approach can hardly be called advertising, and it is unlikely to bring the expected “fruits” in the form of increased sales of products or services.

Another approach is to develop advertising campaign strategies. This approach allows you to avoid mistakes when advertising. It allows you to minimize the risks associated with misunderstanding of the advertising message by the consumer and increase. Developing an advertising campaign strategy allows a company to successfully cope with its sales problems, and even allows it to compete more successfully with other companies.

If a company develops an advertising campaign strategy, it avoids many mistakes in its implementation and makes advertising that is aimed at the consumer more accurately than thoughtless and meaningless advertising campaigns, which sometimes simply harm the company, for example, by reducing its image.

Basic principles of an advertising campaign

identify your buyer;
determine the goals of the advertising campaign;
determine the main idea of the advertising campaign;
choose advertising media;
determine the most optimal timing placement of advertising events relative to each other in time;
calculate possible costs for an advertising campaign;
compare the amount received with the amount that you can allocate for its implementation;
draw up a detailed plan for an advertising campaign;
develop all elements of an advertising campaign;
check the possible effectiveness of an advertising campaign by conducting surveys and tests;
if necessary, clarify and change elements of the advertising campaign;
organize the work of the organization during the advertising campaign;
summarize the results of the advertising campaign.

When planning and organizing an advertising campaign, you should try to avoid the most common mistakes encountered when creating an advertising message, such as the lack of a constant image of the advertised product or service. Don’t get too carried away with the idea of advertising, it can obscure the essence of the brand and the presentation of the product in advertising. All this can cause irreparable damage to the advertised product, discredit it in the eyes of the buyer, thereby nullifying all efforts to promote the product on the market.

Typical mistakes when developing and conducting promotional events

It is difficult to draw clear conclusions about how successful a particular advertising campaign was. Even a drop in sales is not necessarily due to unsuccessful advertising; it can depend on a number of factors. Ads that seem incorrect or annoying may actually perfectly fulfill the objectives that the manufacturer has set for itself. Therefore, it is very difficult to identify the “deadly” mistakes of advertising campaigns. There is one more point: advertising is still something like a sledgehammer with which you can hit without particularly aiming. Advertising can contain any idiotic message, it can irritate the consumer, but it will work. Therefore, there are no “deadly” mistakes, there are simply some that prevent you from getting more results from advertising.

Advertisers cite as an example advertising posters for a construction company with text that reads something like this: “80% of divorces are caused by housing conditions. The reason for such and such a number of abortions is living conditions.” At the end there is a call to solve your housing problem and the name of the company is given. Of course, such advertising is catchy, but it has little to do with a specific product. Rather, it looks like advertising for new housing in general or social advertising.

Serious communication problems arise and when advertisers try reach the entire audience in one video at once .

Psychologists remind us of some features of communication with the viewer. “In many videos, the hero turns his back to the camera or completely leaves the frame. “This is wrong,” says Tatyana Anikeeva, an employee of the research group “Psychology of Mass Communications” at the Faculty of Psychology of Moscow State University. “Imagine that you are negotiating with a partner, and suddenly he turns his back to you or, without saying anything, leaves the room. This is perceived as disrespect for the interlocutor. Any interruption in communication causes mistrust on a subconscious level.”

In pursuit of beautiful ideas, some advertisers forget about basic common sense. For example, on a billboard of one shopping center it was written: “Any products without haste” - and at the same time a Formula 1 racing car was drawn. In this case, it was necessary to either change the slogan - for example, something about the fastest service, or draw a different picture. In this case, advertising causes the opposite effect.

Typically, people have little time to think about and evaluate the message of an advertising campaign. Therefore, it is very important to create the right first impression. Most shining example- advertising of cosmetics (we will not name its manufacturer). Its slogan “Without wasting time, waste years” contradicts common sense. Apparently, the authors wanted to convey to women that they would look younger by buying this product. But the first association turns out to be negative. In people's minds, losing years means living them in vain, and not at all becoming younger.

Besides that advertising idea should not contradict common sense , you need to assess in advance what kind of reaction various little things may cause in viewers: the behavior of the characters in the video, their facial expressions, gestures, details of the toilet, etc. It is impossible to predict this, therefore, in order to avoid possible inconsistencies with the attitudes of the target audience, advertising materials are pre-tested. True, even in this case, identifying a mistake is not so easy: viewers are not always able to explain what exactly they didn’t like. Therefore, recently the technique of electronic focus groups has been used for testing - study participants have the opportunity, using a special remote control, to express their attitude to what they saw.

Contrary to popular belief, advertising is far from the only “engine of trade,” but only one of many. IN common system In an extensive set of marketing activities, advertising is, as a rule, not the dominant element. Practice shows that the most significant factors determining an increase or decrease in sales of any product are, first of all, the quality and consumer properties of the goods themselves, their price, the general market situation, the actions of competitors, etc.

13.1. Concept, types, strategies of advertising campaigns
Advertising activities today have become a necessary area of work for any company. At the same time, isolated and temporally separated advertising campaigns that are not connected by a common goal, idea, or design cannot be called advertising in the modern sense of the word. Advertising practice shows that they are much less effective than complex and interrelated advertising activities developed taking into account the company’s marketing strategy. Therefore, successful professional advertising activities involve planning promotional activities within the framework of advertising campaigns.
An advertising campaign is a set of interrelated advertising activities, united by one goal and a common strategy, carried out during a certain period and aimed at solving the advertiser’s marketing objectives.
An advertising campaign strategy is understood as a set of organizational and creative decisions through which advertising goals are achieved. An advertising strategy answers the question: how to build an advertising campaign to achieve the company’s marketing goals?
If we summarize the opinions of the authors of fundamental publications on advertising, leading Western and domestic experts, we can highlight the following: main elements of advertising strategy.
1. Determination of the target audience.
2. Development of a creative advertising strategy and search for advertising ideas.
3. Formation of advertising communication channels, selection of means of advertising distribution.
4. Determining the advertising budget.
The advertising campaign strategy is determined after advertising and marketing research has been carried out: consumers, market, product, advertising distribution channels, etc. have been studied.

What determines the choice of one or another advertising strategy?
First of all, any advertising campaign strategy must be as adequate as possible to the marketing goals and financial capabilities of the company.
The choice of advertising strategy is also influenced by the specifics of the product (the ability to highlight its properties that are significant for the consumer, the predominance of utilitarian significance or emotional background), the stage of its life cycle, the actions of competitors (their activity, sales methods and advertising), characteristics and mindset of the target audience.
Some authors identify the concept overall strategy advertising campaign and creative advertising strategy. However, these concepts should be distinguished.
As noted above, a creative advertising strategy involves articulating what meaning the advertisement should give to a product in order for the buyer to give it preference over other competing products. Creative advertising strategy is the basis for the overall advertising strategy, its main element.
At the same time, the creative strategy is inextricably linked with each element of the overall advertising strategy, depends on them and, in turn, influences them. So, speaking about the impact of a creative strategy on the budget, we must remember that creatively strong advertising allows you to significantly save money on its placement. The basis of any competent, effective advertising is a well-founded general advertising strategy and an original, vibrant creative advertising strategy.
The effectiveness of advertising campaigns is achieved through the simultaneous use of many advertising means and techniques, some of which complement and enhance the effect of others. At the same time, the creative strategy, idea, slogan, design and other elements must remain common.
All advertising activities of a competent advertiser can be considered as a set of advertising campaigns. In developed countries, firms plan promotional activities after forming an annual budget. It is better to develop a plan for advertising events for a year.

Advertising campaigns can be classified according to different criteria.
By object of advertising campaigns can be distinguished:
advertising of goods and services;
advertising of enterprises, firms.
Depending on the goal, advertising campaigns are divided into campaigns that have communicative (informing, persuading, reminding), image (creating, correcting or maintaining the image of a product or company) and behavioral goals (promoting certain consumer actions).
By duration advertising campaigns can be:
short-term (up to one month);
medium duration (from one to six months);
long-term (more than six months).
At the same time, individual advertising campaigns can be designed for both several years and several days. The duration of the campaign depends on the goal, the object of advertising, and the allocated funds.
By territorial coverage The following advertising campaigns are distinguished:
local (covering the city, region);
regional (carried out on the territory of the region, territory);
national (within the country);
international (outside the country).
By direction advertising campaigns are:
targeted or segmented (aimed at a specific target group of consumers);
socially-oriented or total (directed at wide circles of the public).
By range of activities and the use of technical or other means, the following advertising campaigns are highlighted:
specialized (one type);
combined (more than one type);
complex (many types).
By intensity of impact consumer advertising campaigns are:
salvo;
growing;
smooth;
pulse;
descending.
A salvo advertising campaign begins with a period of high intensity impact on the target audience, then there is no advertising for a certain period. This type of advertising results in a sharp increase in demand, followed quickly by a decline. This type of advertising is most often used when it is necessary to ensure the appearance of a single burst of customer reaction so that the consumer quickly remembers the advertised product. Main disadvantage- rapid decline in memorability after the end of the campaign.
An increasing advertising campaign is built on the principle of gradually increasing the impact on the target audience. At the same time, the frequency of delivery, volume, size of advertisements and other parameters may increase. The impact can be enhanced by increasingly effective means- first newspapers, then television. You can first use medium-circulation publications, then publications with large circulations. The number of publications and their prestige may increase. This type of advertising campaign is appropriate at the stage of introducing a product to the market and at the growth stage. A start-up company entering the market, believing that the volume of its activities will grow, can build its advertising campaign in approximately the same way.
In addition, a campaign of this kind is effective when the company gradually increases the volume of product production and its availability for sale. In this case, the "pressure" of promotional activities should be proportional to production, supply or the expected increase in demand. The peak of events may occur at the peak of supply, production of goods, or the peak of expected demand (maybe somewhat before this).
When conducting a smooth advertising campaign, advertising events are distributed evenly over time, i.e. equal amounts of information alternate at equal intervals of time (equal volumes of broadcast of commercials on television or radio, or equal sizes of publications in newspapers, etc.).
Such a campaign is used when the enterprise is sufficiently well known to maintain its image or to remind about the product and maintain its sales. An impulse advertising campaign is built by supplementing a smooth campaign with bursts.
A top-down advertising campaign involves a gradual decrease in the intensity of the advertising impact on the target audience. It is most acceptable when selling a limited-volume batch of goods. As the product is sold and its quantity in the warehouse decreases, the intensity of advertising support decreases.
Advertising campaigns may vary in the number of participants.
The campaign can be carried out by one enterprise-firm, an association or a group of enterprises.

1. Determining the object of advertising, conducting advertising and marketing research. High efficiency of an advertising campaign can only be counted on if it is prepared on the basis of advertising and marketing research data, primarily on a detailed and comprehensive study of the object of advertising, the characteristics and needs of the target audience, market conditions, and the actions of competitors. Such research, prior to the decision to conduct an advertising campaign, should become the basis for justifying its feasibility. At this stage, it is necessary to give a clear answer to the question of why it is being carried out.
Before starting an advertising campaign, it is necessary to conduct media research: collect and analyze information about newspapers, magazines, television and radio programs and channels, and other media. This is necessary for the correct choice of advertising distribution media.
Developers of a professional advertising campaign necessarily refer to the results of the company’s previous advertising activities. Analysis of the effectiveness of advertising messages, their individual elements, and the impact of selected advertising distribution channels makes it possible to avoid repeating ineffective decisions and take advantage of positive experience.
The analytical preparation of an advertising campaign also includes the study of the organization’s marketing plan, since setting the goal of the advertising campaign depends on the company’s marketing strategy.

2. Formulating the goals of the advertising campaign. The goal of the advertising campaign must strictly correspond to the company's marketing strategy. Depending on it, the goal can be communicative, image or behavioral.
The purpose of advertising is formulated on the basis of data from advertising and marketing analysis, since an accurate and justified formulation of the purpose of advertising is impossible without knowledge of the specifics of the product, market, competitive environment, consumers, etc.
The formulation of the goal should be specific and unambiguous, if possible, expressed quantitatively. When formulating the goal of an advertising campaign, it is advisable to indicate the time within which the goal must be achieved. An advertising campaign should have one goal. When describing the goals of an advertising campaign in terms of economic efficiency, it must be taken into account that the result will be influenced not only by the level of the advertising campaign itself, but also by a number of other factors, including the consumer qualities of the product and service, price, activity of competitors, sales organization, service and etc.
Goal setting is one of the most important stages of an advertising campaign. As a rule, it is determined as a result of the joint work of the advertiser and the advertising agency and is formulated in a brief - a task that the advertiser sets before the agency.

3. Determining the budget of the advertising campaign. The advertising campaign budget is determined by the advertiser and agreed upon with advertising developers - representatives of the advertising agency. Methods for forming an advertising budget will be discussed in detail in Chapter. 16.

4. Determination of creative advertising strategy and advertising ideas. Development of promotional materials and events. At this stage, a creative advertising strategy is first formulated, i.e. determine the core idea of the advertising campaign, position the advertising object.
As noted earlier, a creative advertising strategy should reflect the goal of the advertising campaign and be formulated on the basis of an in-depth study of the characteristics of the target audience, its needs and purchasing motives, as well as an analysis of the advertised product and its advantages over competitors.
The main idea of an advertising campaign should run like a “red thread” through all advertising messages, advertising publications and events, through all advertising elements: headlines, advertising arguments, visual images, etc.
For example, such a basis for advertising campaigns for various dairy products was: for “Actimel” - immunity protection, for the product “Rastishka” - optimal amounts of calcium, iodine and vitamin D for children, for “Activia” - natural cleansing of the body. The main idea of an advertising campaign is formulated in the form of a slogan (slogan).
Next, for a creative advertising strategy, they search for an adequate, original and effective artistic form - an advertising idea. A unified advertising idea, embodied in illustrations, text, music, etc., as well as a creative advertising strategy, must be present in all advertising messages.
After defining a creative advertising strategy and advertising idea, advertising messages, promotional materials and events are developed. They should not only be subordinated to the same creative strategy, but also have a common design (one range of colors, fonts, common characters, one slogan, the same composition, etc.) and together form a single whole.

5. Testing of advertising messages. Developed advertising materials are tested and the possible effectiveness of the main idea and individual elements of the advertisement are checked. If necessary, advertising messages and individual components of the advertising campaign are adjusted. Testing is carried out using a survey of small groups of consumers or using the method of “expert assessments” (ads are assessed by a group of experts, giving them appropriate scores).
As a result of testing, usually from several alternative options creative solutions choose the best.

7. Media planning. Practice shows that in most cases, firms spend about 10-15% of their advertising budget on the development and production of advertising products, and about 85-90% on their placement in the media. Therefore, the success of an advertising campaign and its profitability are largely determined by the right choice means of transmitting advertising messages and the optimal plan for their use.
The main factors influencing the choice of certain advertising media are the purpose of advertising, the specifics of the advertised product, the characteristics of the target audience, the region of advertising distribution, market conditions, the advertising activities of competitors, the characteristics of advertising distribution media, the amount of the advertising budget, the required coverage of the target audience and frequency of contacts.
The main task of media planning is to convey the advertising message to the maximum possible number of potential buyers with minimal costs within the allocated budget.

8. Estimating advertising costs. An estimate is a plan for financing certain promotional activities. At this stage, the possible costs of individual advertising events are calculated and the total estimated cost of the advertising campaign is determined. Then the resulting amount is compared with the actually allocated, i.e. coordinate advertising needs with real opportunities. If the allocated funds are insufficient, then the estimate and action plan are adjusted. You can, for example, reduce the frequency of advertising, publication area, broadcast time, change the publication, etc.

9. Purchasing space and time in advertising media, advertising placement. The purchase of space and time in advertising distribution media is carried out, as a rule, by advertising agency employees (media buyers) after agreeing with the advertiser on the proposed advertising agency media plan.
When conducting small advertising campaigns, this can also be done by an employee of the advertising (marketing) department of a separate enterprise.

11. Summing up the advertising campaign. When summing up the results, it is revealed to what extent the set goal of the advertising campaign was achieved. Define communicative and economic efficiency advertising: evaluate the profitability of an advertising campaign, the effectiveness of advertising means and activities, the degree of impact of advertisements on the consumer, etc. (these issues will be discussed in Chapter 14). Such an assessment is important for improving advertising activities in the future.
These are the main stages that any professionally prepared advertising campaign includes. Of course, the sequence of actions can sometimes change, and some stages can be performed in parallel.
In the process of carrying out an advertising campaign, poorly predictable or even force majeure situations may arise. Such situations can lead to failures in the advertising campaign. It is advisable to foresee them in advance. The most typical, typical situations of this kind:
changes in exchange rates, and therefore changes in the purchasing power of the population;
entry into the market of more advanced substitute products;
changes in the pricing or image policies of competitors;
Conducting a powerful counter-advertising campaign by competitors (distracting or completely switching consumer attention to products manufactured by competitors);
changes in legislation (issue of laws, decrees, resolutions, additions, amendments, etc.) that can change the method of presenting advertising information or abolish the release of advertised products (since 2008, advertising on television is legally limited to 15% per hour, which entailed entail a significant increase in its cost);
changes in the advertiser’s marketing policy (the emergence of new goals, plans that radically change the advertising policy);
changes in consumer psychology (shift in value orientations, changes in fashion);
changes in the ratings of various channels for promoting advertising information (media), the emergence of higher-rated publications, television and radio stations, etc.
For the most likely force majeure circumstances, a plan for modifying the advertising campaign should be developed, allowing you to quickly respond to any changes that occur.

Advertising campaign - this is your main weapon in the war for a place in the sun for your brand. It is not enough to simply create a brand and develop a packaging design; the name and corporate identity must also be presented to your target audience.

An advertising campaign is precisely intended to inform consumers about a company, its product or service, to attract attention to them and to create a positive image in the eyes of the audience. If your brand is high-quality, unique and “worthy of kings,” not only you and your company should know about it, it needs to be conveyed to everyone.

An advertising campaign is like a small battle for the attention and recognition of the audience. It helps demonstrate the uniqueness of your product, positioning concept, brand legend, competitive advantages goods.

The effectiveness of an advertising campaign, in comparison with individual advertising events, has been proven by world practice. The effect of individual advertising events is significantly lower, and costs significantly increase, in connection with this, the relevance of planning advertising events in a complex increases.

The strategy of conducting carefully planned promotional activities and organizing events to promote a company or product in the market is an advertising campaign.

Its main goal is to convey high-quality advertising messages about the product to the end consumer using various types advertising and related advertising media. An important role is played by the content and form of presentation of advertising messages, advertising design, means of advertising distribution, time of release of messages, number of publications, etc.

Depending on the target audience, coverage, advertising media, goals, big number types of advertising campaigns.

According to the object of advertising, the following types of advertising campaigns are distinguished::
- Advertising campaign for a separate product, product. Such campaigns are appropriate when a new product is planned to be launched or sales of an existing product have fallen and it is necessary to “revive” them.
- Image campaign is an advertising strategy for a brand as a whole, a brand or a manufacturing company.

Depending on your goals:
- Advertising campaign for the successful launch of a new product;
- To increase the company's sales volumes;
- Campaign to maintain the sales level of an existing product.

Depending on the target audience:
- Consumer oriented;
- Designed for sellers and dealers;
- Aimed at competitors.

Such advertising campaigns are distinguished by duration of action:
- Short-term (up to 1 month);
- Medium-term (from 1 to 6 months);
- Long-term (more than 6 months).

In order to develop a strategy for an advertising campaign, you need to work hard. The higher the quality of advertising, the fewer publications and material resources it will require to effectively influence the consumer.

The advertising campaign plan consists of the following points:

1. Preparing for an advertising campaign . At this stage, the goals of the advertising campaign and the main tasks are determined. To do this, first of all, it is necessary to conduct market research and analysis competitive companies, formulate the main characteristics of the target audience and its needs, determine the budget of the campaign and the timing of its implementation.
2. . Defining a unique campaign idea and developing a strategy for its implementation. Selection of advertising media, media planning. Development of advertising design, production of advertising materials, POS materials, writing advertising texts.

This is the most important stage that determines success, as it includes fundamental processes such as media planning and advertising design development. How, at what time, with what means and in what form you present advertising to the masses will determine the success of the entire advertising campaign.

Media planning includes the selection of media resources, schedules for displaying advertising materials, optimization of placement based on audience coverage, advertising costs and other characteristics. Advertising design and design concept are the main means by which it is possible to develop stable associations among consumers and a response to an advertising campaign, build an emotional range and convey the necessary information. Advertising design is visual graphical representation ideas for an advertising campaign, which is displayed in advertising modules of press and magazines, on exhibition stands, outdoor advertising design, POS materials and other advertising surfaces.

3. Conducting an advertising campaign : advertising placements, distribution of promotional materials, holding promotional events.
4. Evaluating the effectiveness of an advertising campaign : comparison of selected methods of influence, media resources and drawing up recommendations for the future.

Until you declare yourself, no one will know about you! An advertising campaign will allow you to reveal the idea of your product, convey the high level and majesty of your brand, and put a royal crown on it in the eyes of the consumer.

Branding agency KOLORO will develop for you an effective advertising campaign worthy of a “royal” brand. Working with us, you get the opportunity to:
- attract the attention of your consumers specifically;
- form the perception of your brand, brand, company, goods or services of the company;
- gain a foothold in the minds of consumers, become recognizable, and engage the target audience;
- build and strengthen brand trust and consumer loyalty.