Creating an Advertising Campaign
Six common steps
Identify Target Market
All marketing / advertising should be market driven.
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).
Appeal to the target audience.
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.
Pre-testing (focus groups, interviews, questionnaires)
Evaluating (monitoring sales, customer traffic, coupon redemption)