Campaign Planning

and
Market Research
 Campaign Planning (Theory)
Market Research (Theory)
Guest Speakers
Advertising Campaign / Project
Paid Form of Communication

Sponsor is Identified

Communication with Objectives

Large Audience – Non Personal

Different Kinds of Mass Media

Definition

Advertising is a paid persuasive

communication that uses non personal mass
media, as well as other forms of interactive
communication, to reach broad audiences
to connect an identified sponsor with a
target audience.
Advertising Strategy

Creative Idea

Creative Execution

Creative Media Use

 Communi
cation

Marketing Roles Economic

Societal
 Persuades
Product and People Incentives
Brand for
Information Action/Pur
chase

Creation of
Brand Image Brand
Reminders

Reinforcem
Products / ent of Past
Functions Purchases/
Brands
Exp.
Awareness
• The Advertiser

– Initiates the Process

– Decision about Target Audience
– Budget Size
– Hiring of Advertising Agency
– Final Approvals
– Nestle, Pepsi, Coca Cola, Unilever, P & G etc.
• The Advertising Agency

– Creates the Advertising

– Expertise / Talented Workforce
– Media Knowledge
– Negotiation of Good Deals
• The Media

– Channels of Communication
• TV, Radio, Newspapers, Billboards etc.
– Large Audiences
– Assists Advertisers / Advertising Agencies
• The Suppliers / Vendors

– Assists Advertisers/Ad Agencies/Media

– Artists, Writers, Photographers, Directors,
Producers, Printers, Consultants etc.
– Expertise / Low Cost
• Identification
• Impacts on the overall Advertising Strategy
• Shopper vs User
• Research Data / Information
 • Milkpak, Pepsi, Coca Cola
Brand • Brand Image/Reminders

• Limited Geographical Area

Retail • To Stimulate Store Traffic / Distinctive Image

• Directed to companies / Professionals

• Professional Publications etc.
B2B

• Establishment of Corporate Identity

Institut
• Tobacco / Dairy Industries
ional

• Foundations / Hospitals / Schools

Non • Eidhi / Shaukat Khanam / Citizens Foundation
Profit

• Usually Free of Charge by Advertising Professionals

Public
• To stop smoking / To prevent child abuse
Service
 Age of Print (15th – 18th Century)
Newspapers Information

Industrial Revolution / Consumer Society (19th Century)

Social / Technical Development National Media

Modern Advertising Era (20th Century)

Advertising Agencies Building Brand Demand

Accountability Era (21st Century)

Focus on Effectiveness Research and Measurement
ThankYou