CAMPAIGN DEVELOPMENT AND EXECUTION - Study Marketing · CAMPAIGN DEVELOPMENT AND EXECUTION Author:...
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1 CAMPAIGN DEVELOPMENT AND EXECUTION
Transcript of CAMPAIGN DEVELOPMENT AND EXECUTION - Study Marketing · CAMPAIGN DEVELOPMENT AND EXECUTION Author:...
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CAMPAIGN DEVELOPMENT AND EXECUTION
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CLIENT BRIEFING Two way operation between client and agency
Budget
How much
Over what period
What is being advertised
Features
Branding and packaging
Price
Advantages
Performance
Construction
Production capacity
Delivery programme
Guarantees
After sales service
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Market Research
Volume and value
Sales forecasts
Target consumers
Competition
Consumer attitudes
Selling Distribution
Sales force
Test market
Regional launch
experience
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THE AGENCY BRIEF
General Briefing Document Background to client
Product information
Objectives
Research
Client formal
Agency formal
Informal
Strategy
Sales
Distribution
launch
Prepared for Plans Board
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THE MEDIA BRIEF
To agency media director
Budget
Target audience
Timing
Seasonality
Regionality
Requirement for colour
Requirement for demonstration or movement
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THE MEDIA PROCESS
Objective is to reach target audience in most cost effective manner possible Media research
Candidate media
Selected media
Media recommendations
Media plan Dates
Size/length
Frequency or impact duplication
Cost
Expected discounts
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THE CREATIVE BRIEF
To agency creative director Target audience
Product features
Product positioning
Usp
Tone of voice
Size of space/length of commercial
budget
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THE CREATIVE PROCESS
Objective is to create impactful, effective advertising to which target market will respond concepts and creative propositions
Storyboard rough
Selection and development
Agreement
Finished visuals
Finished storyboard
Final copy and scripts
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CAMPAIGN PRESENTATION
Outline proposal presented to plans board
Agreed, amended and finalised
Finished visuals, storyboard,scripts produced
Media proposal produced
Supporting research
Presented to client
Campaign accepted, amended or rejected
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THE PRESENTATION DOCUMENT
Introduction
Confirmation of briefing
Research
Advertising objectives
Advertising strategy
Media strategy, rationale and proposal
Creative strategy, rationale and proposal
Budget justification
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CAMPAIGN EXECUTION
Client approves/modifies campaign
Production
Photography
Commercial shooting/recording
Artwork
Production and printing
Media
Negotiation and booking
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EVALUATING EFFECTIVENESS
Advertising content research
Advertising effectiveness research
Advertising media research
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ADVERTISING CONTENT RESEARCH
Pre-testing
Representative sample invited to view mock-up
Asked series of questions to test recall of specific aspects
Can use in-depth motivational research
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ADVERTISING CONTENT RESEARCH
Post testing Involves basic measurement of recall and
recognition
May be unaided (spontaneous) or aided (prompted)
Respondents shown series of advertisements then questioned to ascertain level of recall, brand and message
In unaided, respondents asked if they have seen a particular advertisement and questioned about impact
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ADVERTISING EFFECTIVENESS RESEARCH
Responses
Split run where publication carries different advertising messages in different copies to test copy/offer
Coupon/telephone/internet/e-mail
But will depend upon objectives
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ADVERTISING MEDIA RESEARCH
Audit Bureau of circulation (ABC)
Average audited net sales
Figure is the average per day, week, month over six month period
Around 3,000 British publications subscribe
Verified Free Distribution
Subsidiary of ABC and provides data on distribution of free newspapers
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Joint Industry Committee for National Readership Survey (JICNARS)
Now known as NRS (National Readership Survey)
Represents Press Research Council, IPA and ISBA
Continuous random survey of 30,000 to produce demographic profiles on 200 national newspapers and magazines
Uses AB,C1,C2,D and E social grades
Questions also asked about ITV viewing, ILR listening and cinema going
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Joint Industry Committee for Poster Audience Research (JICPARS)
Represents Outdoor Advertising Association, IPA and ISBA
Carries out surveys on poster audiences by measuring traffic
OSCAR (Outdoor Site Classification and Audience Research) carries out census of 120,000 sites through NOP to provide cover and frequency
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BARB (Broadcasters Audience Research Board)
Measures TV audiences, both BBC, ITV and satellite using top of set metres and electronic diaries to provide audience figures
Provides figures by age, sex and social class
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RAJAR (Radio Audience Research Bureau)
Produces listener figures for ILR stations
Demographics
Location
Number of hours listened
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SUMMARY
Campaign development is a collaborative process among agency disciplines
No one department has copyright on creative ideas or innovative media solutions
But final say should be responsibility of account handling function
