(KMBN MK01) Unit 4: Developing the Advertising Campaign

Developing the Advertising Campaign

Developing an advertising campaign is like planning a big announcement to tell people about a product, service, or brand. Here's how it works,

• Understand the Goal: First, decide what you want to achieve. For example, do you want to sell more products, make people aware of a new service, or improve your brand's reputation?
• Know Your Audience: Figure out who you’re talking to. Are they teenagers, parents, business professionals, or someone else? This helps in creating a message that resonates with them.
• Create a Message: Decide what you want to say. It could be how your product solves a problem or why it's better than others. Keep it simple and catchy so people remember it.
• Choose the Right Channels: Think about where your audience spends time. Is it on social media, TV, radio, newspapers, or websites? Pick the platforms that will reach them effectively.
• Design the Campaign: This is where you create the ads—videos, images, posters, or posts. The design and words should grab attention and match the message.
• Set a Budget: Decide how much money you’re willing to spend on the campaign and allocate it across different platforms.
• Launch the Campaign: Run the ads on the chosen platforms for a set period. Make sure they are visible and engaging.
• Monitor the Results: Keep an eye on how well the campaign is doing. Are people clicking on your ads, visiting your website, or buying your product? Use this information to adjust if needed.
• Learn and Improve: After the campaign ends, analyze what worked well and what didn’t. Use these insights to make your next campaign even better.

An advertising campaign is like telling a great story to the right people, in the right way, at the right time, to make them interested in what you’re offering.

Message Strategies

When companies create advertisements, they need to decide what message they want to share with their audience. This message should grab attention, be clear, and convince people to take action, like buying a product or using a service. To do this effectively, they use message strategies. Developing an advertising campaign message strategy is all about creating a clear and effective way to communicate with your target audience.

Steps in Message Strategies

1. Know Your Audience: Before you start, you need to understand who your audience is. What are their needs, preferences, and problems? This helps you decide what message will grab their attention. Example: If your product is a fitness app, your audience might be people who want to stay healthy but have busy schedules.

2. Define Your Objective: Be clear about what you want to achieve. Are you trying to:

• Introduce a new product?
• Build trust in your brand?
• Increase sales?

Example: The fitness app wants to show how it can save time and help users stay fit.

3. Focus on Benefits: Highlight how your product or service helps solve a problem or makes life better. People are more interested in what’s in it for them rather than just features. Example: Instead of saying, "Our app has 50 workouts," say, "Our app helps you get fit in just 15 minutes a day."

4. Create a Strong and Simple Message: Your message should be easy to understand and memorable. Avoid complicated words or too much information. Focus on one key idea. Example: "Get fit on your schedule."

5. Use the Right Tone and Style: Match the tone of your message to your audience:

• Professional for business clients
• Friendly and fun for young adults
• Caring and warm for families

Example: A fitness app might use an energetic and motivational tone: "You got this!"

6. Include a Call-to-Action (CTA): Tell people what to do next. This could be signing up, buying a product, or visiting your website. Make it clear and direct. Example: "Download the app now and start your journey today!"

7. Test and Adjust: Try out your message on a small group to see how they respond. If it doesn’t work well, tweak it until it clicks with your audience.

By keeping your message clear, simple, and focused on your audience’s needs, you’ll create an advertising campaign that stands out and delivers results!

Executional Framework of Messages

Developing an advertising campaign involves creating a structured plan to deliver a message to your audience. One key part of this is the Executional Framework, which determines how the message will be presented to make it effective and engaging. Developing the Advertising Campaign - Executional Framework of Messages can be understood as the way an advertisement delivers its message to the audience. Think of it as the "style" or "method" used to share the ad’s idea

What is an Executional Framework?

It’s like a recipe for presenting your ad message in a way that grabs attention, connects emotionally, and motivates action. It decides the tone, style, and approach of the ad.

Key Components of the Executional Framework

1. Lifestyle Framework: Shows how a product fits into someone's daily life. Example: A family enjoying breakfast with a specific cereal brand.

2. Scientific Framework: Focuses on facts, data, and evidence. Example: A toothpaste ad showing how it reduces cavities using scientific proof.

3. Testimonial Framework: Real people or celebrities share their positive experiences with the product. Example: A user saying, "This cream cleared my skin in 2 weeks!"

4. Demonstration Framework: Shows the product in action to highlight its benefits. Example: A cleaning spray ad showing how it removes tough stains instantly.

5. Fantasy Framework: Creates an imaginative or dreamlike setting. Example: A perfume ad showing a magical, romantic evening.

6. Humor Framework: Uses comedy to make the message memorable. Example: A funny situation where a product solves a quirky problem.

7. Emotional Framework: Focuses on feelings like love, fear, or happiness to connect with the audience. Example: An insurance ad showing a family staying secure in tough times.

Why is the Executional Framework Important?

Engages the Audience: Makes the ad appealing and interesting.

Enhances Recall: A creative approach helps people remember the message.

Influences Action: Motivates people to buy or engage with the brand.

In short, the Executional Framework is like the "flavor" of your ad—deciding how it should feel, look, and connect with people. In simple terms, it's about choosing the right way to tell the product's story so that people understand, trust, and want to buy it!

Sources and Spokespersons

When creating an advertisement, it’s important to decide who will deliver the message and how the audience will trust or connect with it. This part is about choosing the right source (where the message comes from) and the spokesperson (who delivers it).

1. Sources: The "source" is the brand, company, or product behind the advertisement. The goal is to make the audience believe in the source. A good source needs:

• Credibility: People should trust what the source is saying.
• Likeability: The source should be appealing to the audience.
• Relevance: It should match the message or product being promoted.

2. Spokespersons: A spokesperson is the face or voice of the campaign—the person or character delivering the message. Choosing the right one is key to making the ad successful. Types of spokespersons include:

• Celebrities: Famous people attract attention and create trust (e.g., cricketers, actors).
• Experts: Professionals, like doctors or chefs, are used for specific products (e.g., a dentist for toothpaste).
• Everyday People: Regular users of the product share their experiences, making the ad relatable.
• Characters: Fictional mascots like the Amul Girl or mascots add fun and uniqueness.

Why is this important?

People trust ads more when the source and spokesperson feel reliable, knowledgeable, and connected to the product. For example:

• If a famous athlete promotes a sports drink, it feels believable.
• If a chef recommends a cooking oil, it’s convincing.

Key Points to Keep in Mind

• Relevance: The source or spokesperson should match the product or audience. For example, a chef is a good choice for a cooking product.
• Trustworthiness: People believe messages more if the source/spokesperson seems honest and reliable.
• Attractiveness: A good-looking or charismatic spokesperson can grab attention.

So, developing a campaign is about carefully picking a source and spokesperson who can win the audience's trust and make the ad memorable.

Source Characteristics

Source characteristics refer to the qualities or features of a person, group, or organization that provides information or a message. These characteristics influence how the message is received by others. In simple terms, it’s about who is delivering the message and how that affects how people respond to it. 

Here are the key characteristics

• Credibility: This is about how believable the source is. People trust messages coming from someone who seems knowledgeable and honest. For example, a doctor promoting a health product appears more credible than a celebrity who doesn’t have expertise in that area.
• Attractiveness: This refers to how appealing or likable the source is. If the person delivering the message is charismatic or has a positive image, people might be more interested in what they have to say.
• Power: This refers to the ability of the source to influence others. For instance, a well-known leader or authority figure can have a stronger impact on how people accept the message.
• Expertise: This is about how knowledgeable the source is in the subject they are talking about. A scientist talking about climate change is more influential because they are an expert in that field.

These characteristics help shape the way a message is received and whether it will be accepted or not.

Here's how it works:

Who is the "Source"?

The source is the person, character, or brand delivering the ad's message. It could be a celebrity, an expert, a relatable everyday person, or even a cartoon character.

What Makes a Good Source?

 The source must have qualities that make people trust, like, or pay attention to them. These qualities are called "source characteristics," and they include:

• Credibility: How believable or trustworthy is the source? (e.g., A doctor in a health-related ad)
• Attractiveness: Does the source look appealing or relatable? (e.g., A popular celebrity in a beauty product ad)
• Expertise: Does the source know the subject well? (e.g., A professional chef endorsing cooking appliances)
• Likeability: Do people find the source friendly or charming? (e.g., A comedian promoting a fun product)

Why Are Source Characteristics Important?

• People are more likely to listen to and trust ads from sources they find credible, attractive, or relatable. This makes the ad more effective and increases the chances of convincing people to buy the product.

Example: Imagine an ad for a fitness app.

• If the source is a famous athlete, their credibility and expertise in fitness make them convincing.
• If they are also charming and attractive, viewers are more likely to pay attention and trust the message.

In short, choosing the right person or character for an ad helps grab attention, build trust, and make the product appealing!

Advertising Effectiveness & Its Measurement 

Advertising Effectiveness refers to how well an advertisement achieves its intended goals. These goals can include increasing sales, raising brand awareness, or changing customer perceptions. In simple terms, it measures if the advertisement actually makes an impact on the audience and whether it brings results.

Measuring Advertising Effectiveness involves checking if the advertisement is working by looking at certain factors:

• Sales Impact: Did the advertisement lead to more products being sold? For example, if a store runs a sale ad, did it attract more customers and increase sales?
• Brand Awareness: Did more people become aware of the brand or product after seeing the ad? This can be measured by surveys or checking social media mentions.
• Customer Perception: Did the ad change how people view the brand? For example, a commercial might want to make people think a brand is more trustworthy or innovative.
• Engagement: Did the audience interact with the ad, such as clicking on a link or sharing it on social media?
• Return on Investment (ROI): Did the money spent on the ad lead to more profits? This compares the cost of the ad to the benefits (like increased sales).
• Sales Increase: Did the advertisement lead to more people buying the product or service?
• Brand Awareness: Did more people become aware of the brand or product after seeing the ad?
• Consumer Response: Are customers engaging with the ad, such as visiting a website, signing up for a newsletter, or interacting with the brand on social media?
• Reach and Impressions: How many people saw or heard the advertisement? This helps assess how many potential customers were exposed to the message.
• Audience Recall: Can people remember the ad after they’ve seen it? This shows whether the ad made an impact.

In short, advertising effectiveness is about checking if the ad is doing what it was designed to do, and the measurement is done through different methods like sales tracking, surveys, or online engagement.

Media Planning and Strategy

Media Planning and Strategy is the process of deciding where, when, and how often to advertise to reach the right audience effectively. It involves choosing the right platforms (TV, social media, websites, etc.) and timing the ads to make sure they get noticed by the people who are most likely to be interested in the product or service being promoted.

Here’s how it works:

• Identifying the Audience: First, you figure out who your target audience is—this could be based on age, location, interests, etc.
• Choosing the Right Media: Then, you decide where to place the ads. This could be on social media, TV, radio, or newspapers—whichever platform your audience is most likely to use.
• Budgeting: You set a budget for how much you want to spend on advertising. This helps you figure out how many ads you can run and where.
• Timing: You choose the best times to run the ads to reach your audience when they’re most likely to see them. For example, running an ad during prime-time TV hours or posting on social media when your target audience is most active.
• Measuring Effectiveness: After the ads run, you check if they were successful in reaching the audience and achieving the goals, like increasing sales or awareness.

The strategy is all about getting the most value out of the ad budget while ensuring that the ads reach the right people at the right time.

Steps Involved in Media Planning

Media planning is the process of deciding where, when, and how to deliver your message to your target audience. 

Here are the steps involved in media planning

• Set Clear Goals: First, you need to decide what you want to achieve with your media plan. Do you want to increase brand awareness, drive sales, or promote an event? Having clear goals will guide all your decisions.
• Understand the Target Audience: Figure out who you want to reach. This could be based on age, gender, interests, location, and other factors. The better you know your audience, the easier it will be to choose the right media channels.
• Budget Allocation: Determine how much money you have to spend on the media campaign. Your budget will help you decide which media platforms (like TV, radio, social media, etc.) you can afford and how much you can invest in each one.
• Choose the Right Media Channels: Select the best platforms to reach your audience. For example, if your target audience is younger, social media platforms like Instagram or TikTok may be ideal. If you're targeting a broader audience, TV or newspapers might work better.
• Plan the Timing: Decide when the media ads should run. Timing is crucial, whether it’s during a specific season, time of day, or around a certain event that aligns with your goals.
• Create the Media Schedule: Organize the media platforms and timing into a schedule. This will show when and where the ads will appear, ensuring the plan is carried out effectively.
• Monitor and Adjust: Once the campaign is live, keep track of its performance. Are you reaching your target audience? Are the results meeting your goals? If needed, adjust the plan to improve outcomes.

These steps help businesses make sure that their advertising reaches the right people at the right time, and with the right budget.

Media Types and Their Characteristics

Media types refer to different forms of communication that are used to deliver messages to an audience. In simple terms, they are the channels through which information is shared. Here are the main types of media and their characteristics:

1. Print Media: Examples: Newspapers, Magazines, Brochures, Flyers.

Characteristics:

• Tangible: You can physically touch and hold it.
• Permanent: Information stays in print until the paper is discarded.
• Targeted: Often focused on specific groups of people (like a local newspaper or magazine for a particular interest).
• Time-sensitive: News in newspapers becomes outdated quickly.
• Physical and tangible (can be held, read, and stored).
• Often used for local or regional information.
• Good for detailed information and targeted ads.
• Limited to one-time distribution (once printed, they cannot be changed).

2. Broadcast Media: Examples: Television, Radio.

Characteristics:

• Wide Reach: Can reach a large audience quickly.
• Instant: Information is delivered in real-time, like live news.
• Passive: Audiences often consume content without interacting with it (watching TV or listening to radio).
• Visual or Audio: TV combines both pictures and sound; radio uses only sound.
• Reaches a large audience quickly.
• Immediate and dynamic (can show live events, news, etc.).
• Audio-visual in nature (especially TV).
• Can be expensive for advertising, but highly effective for broad reach.

3. Digital Media: Examples: Websites, Social Media, Blogs, Podcasts, Videos.

Characteristics

• Interactive: Viewers can engage with the content (like commenting or sharing).
• Instant Updates: Information can be updated in real-time, such as social media posts or news websites.
• Global Reach: Accessible from anywhere, as long as you have internet access.
• Varied Formats: Can include text, audio, images, and video.
• Available online and accessible via devices like phones, laptops, and tablets.
• Can be updated and changed easily.
• Allows interactive communication (e.g., comments, likes, shares).
• Highly targeted advertising (ads can be customized based on user behavior).

4. Outdoor Media: Examples: Billboards, Banners, Posters.

Characteristics

• Eye-catching: Designed to grab attention, usually placed in high-traffic areas.
• Short and Simple: Messages are brief and easy to understand quickly.
• Localized: Often used in specific areas like cities or highways to reach nearby audiences.
• Large-scale and visible in public spaces.
• Good for simple, eye-catching messages.
• Limited space for detailed information.
• Usually has a short time for the audience to engage with (quick glance).

5. Direct Mail: Examples: Letters, Postcards, Catalogs sent through the mail.

Characteristics

• Personalized: Often targeted to specific individuals or households.
• Physical: You get something tangible in the mail.
• Private: Typically a more personal communication, as it's sent directly to someone’s home.
• Physical mail sent directly to individuals.
• Highly personalized, often used for targeted marketing.
• Can be discarded easily, so it needs to be engaging.
• Gives businesses a chance to reach a specific group of people.

Each media type has its strengths and weaknesses depending on what kind of message you want to deliver and who you're trying to reach.

Setting Media Objectives

Setting media objectives is about deciding what you want to achieve with your advertising or communication through different types of media (like TV, radio, social media, etc.). 

Here's how it works 

• Reach the Right People: You decide who you want to target with your message—whether it’s young people, working professionals, or people interested in a specific product or service.
• Pick the Right Media: Choose where you’ll share your message, like on TV, Facebook, Instagram, newspapers, etc. The idea is to pick platforms that your target audience uses most.
• Set Clear Goals: This is about being clear on what you want the media to do for you. It could be increasing brand awareness, getting more people to visit your website, or making more sales.
• Budget: You need to decide how much money you’ll spend to achieve these goals. It’s like setting a budget for how much you’ll spend on advertising in different media.
• Timing: You also need to think about when you want your message to appear, like during a special event, season, or when your audience is most active.

By setting media objectives, you make sure your message is reaching the right people in the right way and at the right time, helping you achieve your overall goals.

Media Selection & Media Strategy

Media Selection and Media Strategy are terms used in advertising and marketing. 

Media Selection

Media selection refers to the process of choosing the right type of media (like TV, radio, newspapers, social media, or websites) to reach the target audience effectively. Think of it as picking the best way to communicate your message to the people you want to reach. 

For example: If you’re selling a product to young people, you might choose social media platforms like Instagram or YouTube. If your target audience is older people, TV or newspapers might be a better choice.

Media Strategy

Media strategy is the plan you make to achieve your marketing goals using media. It’s about deciding how to use different types of media, at what time, and how often. The goal is to make sure your message reaches the right audience, in the right way, and at the right time.

For example: If you want to launch a new product, you might plan to advertise it on TV during prime time for maximum reach. If you're running a sale, you might choose social media ads that appear frequently leading up to the sale date.

In short, media selection is about choosing the right channels, while media strategy is about planning how to use them to get the best results.  

Unit 3: Marketing Communication and Advertising Management