Creating an Advertising Campaign

Six common steps

Identify Target Market

All marketing / advertising should be market driven.

Define Objectives

Most creative decisions will be based on the objectives. Knowing what needs to be accomplished is crucial in determining execution.

Determine a budget

Spend too little, the campaign will fail. Spend too much, and the money is wasted.

Select Media Strategy

Remember the goals and develop a media plan that will reach the largest segment of your target market for the least amount of money. Always maximize the ROI (Return On Investment).

Develop Ad

Appeal to the target audience.

Implement Ad

Depending on the size of the campaign, several departments, vendors, consultants, printers and media outlets may be involved. A good plan will designate each player’s specific function and manage those functions along a timeline.

Measure Ad

Pre-testing (focus groups, interviews, questionnaires)

Evaluating (monitoring sales, customer traffic, coupon redemption)