« Advertising campaign- this is a set of various activities to provide any information to the society, which should have a positive impact on the organization's activities both in the short and long term.

"Advertising campaign - a set of promotional activities developed in accordance with the marketing program and aimed at consumers of goods representing the relevant market segments in order to evoke their reaction, which contributes to the decision of the manufacturer of its strategic or tactical tasks"

“Advertising campaign is a set of advertising activities united by a goal (goals) for the implementation marketing strategy advertiser by prompting a given circle of consumers to act with the help of advertising messages.

most holistic and common definition the following appears:

“Advertising is a set of interrelated, coordinated actions developed to achieve the strategic goals and solve the problems of the company, and which are the result of a common advertising plan for different but related advertisements placed in different advertising media over a certain period of time.

The actions of an advertising campaign include both the development of an advertising campaign and its actual implementation, as well as an analysis of the effectiveness of an advertising campaign, its evaluation and correction. During the campaign, you need to:

- Decide what to say and to whom

- decide how best to do it,

- to say what was decided to say,

- evaluate the effect of what was said

Types of advertising campaigns

Advertising campaigns can be classified according to different criteria, for example, by markets, by advertising media used, by timing, by goals, etc. Thus, advertising campaigns, in terms of territorial coverage, can be local, regional, national and transnational (international).

In terms of intensity of impact, advertising campaigns can be flat, ascending, descending, which is determined by the use of different media, changes in the production and supply of goods, a change in market orientation, etc.

From the point of view of choosing the target audience, advertising campaigns can be mass and niche, for consumers and for sellers, B 2C and B 2B.

From a legal point of view, advertising campaigns can be ethical or unethical, fair or dishonest, in accordance with the Advertising Law, the International Code of Advertising Practice and inconsistent with legal documents.

Stages of an advertising campaign

As we can see, an advertising campaign is a process that includes several successive stages, starting with setting goals and ending with an analysis of effectiveness. In general, the process of working on an advertising campaign can be represented as follows:

situational analysis

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Strategic planning

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situational analysis

The first step is to analyze the marketing environment. The target audience, its knowledge about the product, the market, and competitors are described. This information will allow you to decide on the advertising concept and strategy.

At this stage, carry out marketing research, which reduce the level of uncertainty and relate to all elements of the marketing mix. Research provides insight into the consumer, product, and market. Analysis of their results allows you to obtain information about the state, depth, and prospects for the development of the market.

Research can be pilot, primary, secondary, qualitative and quantitative, conducted by various methods (personal interview, focus group, panel, etc.). Their results are formulated in the form of a report, which is actually subject to analysis.

(For more details see situational analysis )

Strategic planning

On the basis of strategic analysis, strategic action planning is carried out. It is necessary to determine the objectives of the advertising campaign, as well as the time when it will be carried out. You also need to fix its orientation - rational or emotional. Of course, the advertising campaign must have a budget.

(In details cm. Strategic planning )

Development of an advertising campaign

Based strategic planning(after determining the goals, time, strategy, priorities) the development of the actual advertising campaign takes place. At this stage, the concept of an advertising campaign is developed. The concept of an advertising campaign is general idea about the whole complex of advertising actions, including the advertising idea, the argumentation, and the rationale for choosing the means of advertising distribution, etc.

Thus, at this stage, the actual creative strategy, media strategy is determined, specific tasks are determined, tactics of action are developed, the budget is distributed by markets and advertising media, partners, contractors are selected, performers are appointed, etc.

The development is based on a brief compiled on the basis of information from strategic analysis and planning.

At this time, there is a close cooperation between account managers and creative specialists, media planning specialists. Media plans, graphics are developed, media calculations are made. Original layouts, banners, audio and video clips are created. Compiled detailed plan the main events of the advertising campaign with an indication of the timing.

Implementation of an advertising campaign

At the implementation stage, advertising materials are created for various advertising media, they are placed in media (purchase of advertising space). Advertising is being tested before and after publication. The schedule for publishing promotional materials is controlled, as well as the organization of all promotional events.

Advertising campaign analysis

After the advertising campaign is implemented, it must be analyzed. It evaluates both the overall effectiveness - whether the set goals are achieved, as well as the effectiveness of individual campaign flights, or the effectiveness in individual markets, in individual media, etc. For this, research and monitoring data are used.

Advertising campaign correction

After the campaign is analyzed and errors or errors are identified, the advertising campaign is corrected. It is amended to further improve the effectiveness of advertising returns. There may also be changes associated with changes in the production or promotion of the advertised product. For example, the budget may be reduced or increased, goals changed, new priorities for the use of advertising media selected, a new slogan used, amendments to advertising legal documents etc.

Participants of the advertising campaign

Within the company, both entire departments and individual specialists responsible for marketing, advertising, PR, media relations, finance, etc. can participate in the development and implementation of an advertising campaign.

More information on this topic can be found in the book

Chapter 13
Planning and organization
advertising campaign

Advertising activity has become a necessary direction of work for any company today. At the same time, advertising campaigns that are single and separated in time, not interconnected by a common goal, idea, design, cannot be called advertising in the modern sense of the word. The practice of advertising shows that they are much less effective than complex and interrelated promotional activities developed taking into account the marketing strategy of the company. Therefore, successful professional advertising activity involves planning promotional activities within the framework of advertising campaigns.

An advertising campaign is a complex of interrelated promotional activities, united by one goal and a common strategy, carried out in a certain period and aimed at solving the advertiser's marketing tasks.

An advertising campaign strategy is understood as a set of organizational and creative solutions through which advertising objectives are achieved. Advertising strategy answers the question: how to build an advertising campaign in order to realize the company's marketing objectives?

1. Definition of the target audience.

The choice of advertising strategy is also influenced by the specifics of the product (the ability to highlight its properties that are significant for the consumer, the predominance of utilitarian significance or emotional background), the stage of its life cycle, the actions of competitors (their activity, methods of sale and advertising), the characteristics and mindset of the target audience.

As noted above, a creative advertising strategy involves the formulation of what meaning the advertisement should give to a product so that the buyer prefers it over other competing products. Creative advertising strategy is the basis for the overall advertising strategy, its main element.

At the same time, the creative strategy is inextricably linked with each element of the overall advertising strategy, depends on them and, in turn, influences them. So, speaking about the impact of a creative strategy on the budget, we must remember that a creatively strong advertisement allows you to significantly save money on its placement. Any competent, effective advertising is based on a sound general advertising strategy and an original, bright creative advertising strategy.

The effectiveness of advertising campaigns is achieved through the simultaneous use of many advertising tools and techniques, some of which complement and enhance the effect of others. At the same time, the creative strategy, idea, slogan, design and other elements should be kept common.

All advertising activities of a competent advertiser can be viewed as a set of advertising campaigns. In developed countries, firms plan promotional activities after the formation of the annual budget. It is better to develop a plan of promotional events for a year.

Depending on the goal, advertising campaigns are divided into campaigns that have communicative (informing, persuading, reminding), image (creating, correcting or maintaining the image of a product, company) and behavioral goals (promoting certain actions of consumers).

By duration advertising campaigns can be:

short-term (up to one month);

medium duration (from one to six months);

long-term (more than six months).

By territorial coverage distinguish the following advertising campaigns:

local (covering the city, district);

regional (conducted on the territory of the region, territory);

national (within the country);

international (outside the country).

targeted or segmented (aimed at a specific target group of consumers);

socially-oriented or total (aimed at the general public).

By range of activities and the use of technical or other means, the following advertising campaigns are distinguished:

specialized (one type);

combined (more than one type);

complex (many types).

According to the intensity of the impact On the consumer advertising campaigns are:

salvo;

growing;

impulse;

descending.

A salvo advertising campaign begins with a period of high intensity impact on the target audience, then there is no advertising for a certain period. This type of advertising leads to a sharp increase in demand, which is quickly followed by a decline. This type of advertising is most often used when it is necessary to provide a single burst of customer reaction so that the consumer quickly remembers the advertised product. The main drawback is the rapid decline in memorability after the end of the campaign.

An increasing advertising campaign is built on the principle of gradually increasing the impact on the target audience. At the same time, the frequency of submission, volume, size of ads and other parameters may increase. The impact can be increased through ever more effective means - first newspapers, then television. You can first use medium-circulation publications, then publications with a large circulation. The number of publications and their prestige may increase. This nature of the advertising campaign is appropriate at the stage of introducing the product to the market and at the stage of growth. Approximately the same way a start-up company entering the market, believing that the volume of its activities will grow, can build its advertising campaign.

In addition, a campaign of this kind is effective when the company gradually increases the volume of production and sale of goods. In this case, the "pressure" of promotional activities should be proportional to the release, supply or expected increase in demand. The peak of activities may occur at the peak of supply, production of goods or the peak of expected demand (maybe somewhat preceded by this).

When conducting an even advertising campaign, promotional activities are distributed evenly over time, i.e. at regular intervals, the same volumes of information alternate (the same volumes of commercials broadcast on television or radio, or the same sizes of publications in newspapers, etc.).

Such a campaign is used when the enterprise is sufficiently known to maintain its image or to remind about the product and maintain its sales. An impulse advertising campaign is built by supplementing an even campaign with bursts.

A descending advertising campaign involves a gradual decrease in the intensity of the advertising impact on the target audience. It is most suitable for the implementation of a limited batch of goods. As the product is sold, its quantity in the warehouse decreases, the intensity of advertising support decreases.

The campaign can be carried out by one enterprise-firm, association or group of enterprises.

1. Determining the object of advertising, conducting advertising and marketing research. On the high efficiency An advertising campaign can only be calculated if it is prepared on the basis of advertising and marketing research data, primarily on a detailed and comprehensive study of the object of advertising, the characteristics and needs of the target audience, the state of the market, and the actions of competitors. Such a study, prior to the decision to conduct an advertising campaign, should become the basis for substantiating its expediency. At this stage, it is necessary to give a clear answer to the question why it is being carried out.

Before starting an advertising campaign, it is also necessary to conduct media research: collect and analyze information about newspapers, magazines, television and radio programs and channels and other media. This is necessary for the correct choice of advertising media.

The developers of a professional advertising campaign must also refer to the results of the company's previous advertising activities. Analysis of the effectiveness of advertising messages, their individual elements, the return on the selected advertising distribution channels makes it possible to avoid the repetition of ineffective decisions and take advantage of positive experience.

The purpose of advertising is formulated on the basis of data from advertising and marketing analysis, since an accurate and reasonable formulation of the purpose of advertising is impossible without knowledge of the specifics of the product, market, competitive environment, consumers, etc.

The goal statement should be specific and unambiguous, if possible, quantified. When formulating the goal of an advertising campaign, it is advisable to indicate the time during which the goal should be achieved. The goal of an advertising campaign should be one. When describing the goals of an advertising campaign in terms of economic efficiency, it should be taken into account that the result will be influenced not only by the level of the advertising campaign itself, but also by a number of other factors, including consumer qualities of the product and service, price, competitor activity, sales organization, service, etc. others

Goal setting is one of the most important stages of an advertising campaign. As a rule, it is determined as a result joint work advertiser and advertising agency and is formulated in the brief - the task that the advertiser sets for the agency.

3. Determination of the advertising campaign budget. The advertising campaign budget is determined by the advertiser and agreed with the advertising developers - representatives of the advertising agency. Methods of formation of the advertising budget will be discussed in detail in Sec. 16.

4. Definition of a creative advertising strategy and advertising ideas. Development of promotional materials and events. At this stage, a creative advertising strategy is first formulated, i.e. determine the core idea of ​​the advertising campaign, position the object of advertising.

As noted earlier, a creative advertising strategy should reflect the purpose of the advertising campaign and be formulated on the basis of an in-depth study of the characteristics of the target audience, its needs and purchase motives, as well as an analysis of the advertised product, its advantages over competitors.

For example, advertising campaigns for various dairy products became such a basis for advertising campaigns for various dairy products: for Aktimel - immunity protection, for the Rastishka product - optimal amounts of calcium, iodine and vitamin D for children, for Activia - natural cleansing of the body. The main idea of ​​the advertising campaign is formulated in the form of a slogan (slogan).

Further, for a creative advertising strategy, they search for an adequate, original and effective art form - an advertising idea. A single idea of ​​advertising, embodied in illustrations, text, music, etc., as well as a creative advertising strategy, must be present in all advertising messages.

Once a creative advertising strategy and advertising idea has been determined, advertising messages, promotional materials and events are developed. They should not only be subject to the same creative strategy, but also have a common design (one gamut of colors, fonts, common characters, one slogan, the same composition, etc.) and together form a single whole.

5. Testing of advertisements. The developed advertising materials are tested, checking the possible effectiveness of the main idea and individual elements of the advertisement. If necessary, advertising messages and individual components of the advertising campaign are adjusted. Testing is carried out using a survey of small groups of consumers or by the method of "expert assessments" (ads are evaluated by a group of experts, giving them the appropriate scores).

As a result of testing, as a rule, from several alternative options creative solutions choose the best.

7. Media planning. Practice shows that in most cases, firms spend about 10-15% of their advertising budget on the development and production of advertising products, and about 85-90% on their placement in the media. Therefore, the success of an advertising campaign, its profitability is largely determined by the right choice of means of conveying an advertising message and the optimal plan for their use.

The main factors influencing the choice of certain advertising media are the purpose of the advertisement, the specifics of the advertised product, the characteristics of the target audience, the region of distribution of advertising, the state of the market, the advertising activities of competitors, the characteristics of the means of distribution of advertising, the amount of the advertising budget, the required coverage of the target audience. and contact frequency.

The main task of media planning is to convey an advertising message to the maximum possible number of potential buyers With minimal cost within the allocated budget.

8. Drawing up an estimate of advertising costs. A budget is a plan for financing certain promotional activities. At this stage, count possible costs for individual promotional events, determine the total estimated cost of the advertising campaign. Then the amount received is compared with the amount actually allocated, i.e. Align advertising needs with real opportunities. If the allocated funds are insufficient, then the budget and action plan are adjusted. You can, for example, reduce the frequency of advertising, the area of ​​publication, broadcast time, change the edition, etc.

9. Purchase of space and time in advertising distribution media, placement of advertising. The purchase of space and time in the means of advertising distribution is carried out, as a rule, by employees of the advertising agency (media buyers) after agreeing with the advertiser on the media plan proposed by the advertising agency.

11. Summing up the advertising campaign. When summing up, it is revealed to what extent the goal of the advertising campaign was achieved. Define communication and economic efficiency advertising: evaluate the profitability of an advertising campaign, the effectiveness of advertising tools and activities, the degree of impact of ads on the consumer, etc. (these issues will be discussed in Chapter 14). Such an assessment is important for the improvement of advertising activities in the future.

These are the basic steps that any professionally prepared advertising campaign includes. Of course, the sequence of actions can sometimes change, and some steps can be performed in parallel.

In the process of conducting an advertising campaign, poorly predictable or even force majeure situations may occur. Such situations can lead to a failure in the advertising campaign. It is advisable to foresee them in advance. The most characteristic, typical situations of this kind:

change in the exchange rate, and consequently, a change in the purchasing power of the population;

entry into the market of more advanced substitute products;

change in the price or image policy of competitors;

changes in legislation (issuance of laws, decrees, resolutions, additions, amendments, etc.) that can change the way advertising information is presented or abolish the release of advertised products (since 2008, advertising on television is legally limited to 15% per hour, which led to a significant increase in its value);

change in the psychology of consumers (shift of value orientations, change in fashion);

For the most likely force majeure circumstances, a plan for modifying the advertising campaign should be developed, allowing you to quickly respond to any changes that occur.

We all know the phrase "the advertisement is engine of the trade". In fact, it quite fully reveals the main marketing function of advertising: the transfer of information about the product, getting to know potential buyers, convincing them of the need to purchase the product. So, advertising differs from the usual informational message by its interest in the final result. This is not just the study of information, but study with a specific, very specific goal - to increase demand for a product or service.

Advertising cannot exist on its own. For a more effective impact on the buyer, any advertising campaign should use the experience of other branches of knowledge: marketing, psychology, journalism, linguistics, literature.

For now marketing activities, including advertising, has penetrated many directions and levels organizational structures. Therefore, it becomes necessary for the manufacturer to build his work in such a way as to constantly stimulate and take into account the flow of information from a variety of sources and control all actions with feedback.

At proper organization business advertising is very effective and contributes to the rapid uninterrupted sale of goods or services. But in order for advertising to work, you need to develop an advertising campaign strategy. Most entrepreneurs tend to use one-off promotions. Often they resort to them in extreme cases as an “ambulance” and expect immediate positive results. Such an approach can hardly be called advertising, and it can hardly bring the expected “fruits” in the form of increased sales of products or services.

Another approach is to develop advertising campaign strategies. This approach allows you to avoid errors in advertising. It allows you to minimize the risks associated with misunderstanding of the advertising message by the consumer and increase. The development of an advertising campaign strategy enables the firm to successfully cope with its sales problems, even allows it to compete more successfully with other companies.

If a company develops a strategy for an advertising campaign, it avoids many mistakes in its implementation and makes such advertising that is aimed at the consumer more accurately than rash and meaningless promotions, which sometimes simply harm the company, for example, reducing its image.

Basic principles of an advertising campaign

• identify your buyer;
• determine the objectives of the advertising campaign;
• determine the main idea of ​​the advertising campaign;
• choose advertising media;
• determine the most optimal timing placement of advertising events relative to each other in time;
• calculate the possible costs of an advertising campaign;
• compare the amount received with the amount that you can allocate for its implementation;
• draw up a detailed plan for an advertising campaign;
• develop all elements of an advertising campaign;
• check the possible effectiveness of an advertising campaign by conducting surveys, tests;
• if necessary, clarify, change the elements of the advertising campaign;
• organize the work of the organization during the advertising campaign;
• sum up the results of the advertising campaign.

When planning and organizing an advertising campaign, one should try to avoid the most common mistakes encountered when creating an advertising message, such as the lack of a permanent image of the advertised product or service. Do not get too carried away with the idea of ​​advertising, it can cover up the essence of the brand, the presentation of the product in advertising. All this can cause irreparable damage to the advertised product, discredit it in the eyes of the buyer, thereby nullifying all efforts to promote the product to the market.

Typical mistakes in the development and implementation of promotional events

It is difficult to draw unambiguous conclusions about how successful this or that advertising campaign was. Even a drop in sales is not necessarily due to unsuccessful advertising, it can depend on a number of factors. Ads that seem wrong or annoying can actually perfectly fulfill the goals that the manufacturer has set for itself. Therefore, it is very difficult to single out the “deadly” mistakes of advertising campaigns. There is one more thing, advertising is still something like a sledgehammer, which can be beaten without particularly aiming. Advertising can contain any kind of idiotic message, it can annoy the consumer, but it will work. Therefore, there are no “deadly” mistakes, there are just those that prevent you from getting a big return on advertising.

Advertisers cite construction company posters as an example, with text that reads something like this: “80% of divorces are caused by housing conditions. Housing conditions are the reason for so many abortions.” At the end, there is a call to solve your housing problem and the name of the company is given. Of course, such advertising is catchy, but it has little to do with a specific product. Rather, it looks like advertising for new housing in general or social advertising.

• Serious communication problems arise, and when advertisers try to reach the entire audience in one video at once .

Some features of communication with the viewer are reminded by psychologists. “In many commercials, the hero turns his back to the camera or even steps out of the frame. “This is wrong,” says Tatyana Anikeeva, an employee of the Psychology of Mass Communications research group at the Faculty of Psychology of Moscow State University. “Imagine that you are negotiating with a partner, and suddenly he turns his back on you or, without saying anything, leaves the room. This is perceived as disrespectful to the interlocutor. Any interruption of communication causes distrust at a subconscious level.”

In pursuit of beautiful ideas some advertisers forget about basic common sense. For example, on a billboard of one shopping center it was written: “Any products without haste” - and at the same time a Formula 1 racing car was drawn. In this case, it was necessary to either change the slogan - for example, something about the fastest service, or draw a different picture. In this case, advertising has the opposite effect.

As a rule, people have little time to think and evaluate the message of the advertising campaign. Therefore, it is very important to create correct first impression. The most striking example is cosmetics advertising (we will not name its manufacturer). Its slogan “Waste no time - waste years” is contrary to common sense. Apparently, the authors wanted to convey to women that they would look younger by buying this product. But the first association is negative. In the minds of people, losing years means living them in vain, and not getting younger at all.

• Besides that advertising idea should not be contrary to common sense , you need to evaluate in advance what kind of reaction different little things can cause in the audience: the behavior of the characters in the video, their facial expressions, gestures, details of the toilet, etc. It is impossible to predict this, therefore, in order to avoid possible inconsistencies with the settings of the target audience, advertising materials are pre-tested. True, even in this case, it is not so easy to identify the mistake: the audience is not always able to explain what exactly they did not like. Therefore, in recent times for testing, the technique of electronic focus groups is used - the participants of the study have the opportunity to express their attitude to what they see using a special remote control.

Contrary to popular belief, advertising is far from being the only “engine of commerce”, but only one of many. AT common system of an extensive complex of marketing activities, advertising is, as a rule, by no means the dominant element. Practice shows that the most significant factors determining the increase or decrease in the sale of any product are, first of all, the quality and consumer properties of the goods themselves, their price, the general market situation, the actions of competitors, etc.

Now we will talk about the types of advertising campaigns and their functionality. There are three main types: image campaign, product campaign, and shopping campaign. Each of them is aimed at a specific segment of the target audience. So, let's analyze this whole classification of advertising campaigns.

Below, for clarity, I want to give a small classification table. Here you will see the types of advertising campaigns and their features.

You can see what can be promoted in a certain type, who it is designed for, what it operates with and what it does. Well, below in more detail we will consider each type separately.

Below I present general table, where you can visually see the types of advertising campaigns and their classification on the Internet.

This is exactly what will be the image advertising campaign. It is aimed at promoting a particular brand. Advertising itself operates with the attributes of a trademark. Accordingly, this is some kind of logo, slogan, other images that directly correspond to the trademark.

Take McDonald's ads, for example. Here we see two types of advertising campaigns. If McDonald's advertises some new hamburger or other product, then here we have product and image advertising (the McDonald's logo and slogan appear at the end of the video).

That is, this is a fairly wide layer of people to whom such advertising is directed. Her task is to shape the attitude and presence of a certain brand so that people know about it. For example, what is McDonald's? McDonald's, as we know, is fast food.

Here the main principle of the advertising campaign is to inform users, potential consumers and customers about the release of some new product or a whole category of products. Accordingly, the messages contain images of the description of a product or an entire category.

These are the people who are already interested in buying a car and are currently choosing which car is better.

A shopping ad campaign should help the user and potential client determine the place of purchase. We are already operating here with the terms of the purchase. For example, a car dealership might make an ad campaign that says:

• available test drive in the car. You don't have to risk anything. You can come and ride by car. If you like it, then you can buy it.
• information on payment options. For example, a car loan is issued on the spot. There is some kind of installment payment, some bonuses or gifts when buying up to a certain date.

This means that they have already chosen a certain car model and they just need to find a seller who will provide them with some product.

For the most part, I think advertisers will be doing shopping ad campaigns. That is, the image advertising campaign and the product campaign, for the most part, belong to such very large market players who pour huge amounts of money into their advertising.

This is because the effectiveness of image advertising is very difficult to track, since it is mostly long-playing. Brand development, increasing its popularity is a very laborious and rather long process. It can last from a year to several years.

Types of advertising campaign goals

Operational goals

BUT. Increase in primary and secondary demand for goods

It is necessary to attract the attention of those who do not yet use this class of goods. For example, the purpose of advertising is to attract new consumers of sour cream as one of the types of gravy, i.e. to convince the consumer to use sour cream in a new quality. This approach - the approach of primary demand - is most relevant for large firms that already serve the majority of buyers of a product of this class.

Small firms using a secondary demand strategy. Such advertising does not focus on why, for example, Cell Phones more convenient in general, but on why the phones of the company "A" better phones firm "B". In the same way, you can increase the consumption of products of a certain class, i.e. reduce the time between purchases. It is primarily used by leading companies in the production of food and non-alcoholic beverages.

B. Establishing a trusting relationship with the consumer. In this case, the task of advertising is not to attract new customers (mainly consumer goods), but to increase the share of needs for this product among existing users. Such a task is feasible if the brand has really real benefits that consumers are not yet aware of. The purpose of advertising in this case is to increase the commitment of existing users. Increasing loyalty can reduce consumer price sensitivity, allowing a higher price to be charged.

When the repeat purchase rate is low, i.e. there is a high rate brand wear, this usually becomes a major concern for the advertiser. To reduce wear and tear, efforts must be made to reduce the outflow of consumers. To do this, use promotional activities.

AT. Increase in market share

This goal can be achieved through the use of product positioning results in an advertising campaign, a massive impact on the consumer, and incentives to stimulate sales of the distribution network.

Behavioral Goals

The purpose of advertising is to attract new consumers. To do this, you need to convince the new consumer to make the first purchase. One way to get an accurate result of this work is to determine the number of attracted consumers by counting the return coupons received, placed in the advertisement. At the same time, the number of purchases made by new consumers in the short term is usually not very large.

Multiple Targets

Advertising aimed at maximizing the effectiveness of one goal is often ineffective for other goals. Therefore, advertisers create additional types advertising as part of an overall campaign. This means that with multiple goals, it is necessary to develop several advertising messages designed for a number of target groups. However, it is known that when an advertising campaign is focused on a single, clearly articulated goal, the communication task is easier to achieve.

This happens for two main reasons.

1. Advertising is only one of many factors affecting sales volume, and it can be quite difficult to single out exactly its influence on the level of sales (in addition to advertising, price, distribution of goods among distributors, packaging quality, characteristics of the product itself, actions of competitors, change consumer tastes).

If in real situation all factors remained unchanged, then the effectiveness of advertising could be assessed solely by sales volume. In life, such situations almost never happen.

2. Often the effect of the influence of advertising does not appear immediately, but after a long time. If the advertising campaign is ongoing, then even then its impact may only manifest itself after a long period of time. In this regard, there is a difficulty in determining the amount of advertising costs depending on changes in sales volumes caused by advertising, and the need to find such variables that would allow you to quickly determine the level of contribution of advertising to sales volumes. From this we can conclude that the objectives of advertising, focused on sales volume, as a rule, are not very effective.

The concept of an advertising campaign, which is determined by the choice of a marketing strategy and the goals of the marketing communication strategy applicable to it, is embodied in a generalized advertising campaign plan. In this plan without fail include three main groups of questions: goals and objectives of the campaign, strategy and tactics of messages, strategy and tactics of advertising distribution channels.

Table 9.2. A step-by-step plan for an advertising campaign

Questions for self-examination

6. Why should not you take as the goal of an advertising campaign to increase sales?

CHAPTER 10
media planning

10.1. The concept and main indicators of media planning / 10.2. Media channel (advertising distribution channel) / 10.3. Media carrier (advertising medium) / 10.4. Strategy and tactics of advertising distribution channels

The concept and main indicators of media planning

The process of forming advertising distribution channels, i.e. delivery of advertising messages to recipients, is called "media planning". Its main task is to optimize the layout of advertising materials based on objective indicators.

The main issue of media planning is to achieve an increase in the degree of coverage of the target audience or an increase in the frequency of advertising contacts. Some campaigns focus on increasing reach, such as a campaign to educate potential buyers about a new product entering the market. If the goal of the campaign is to inform potential buyers about the specific features of the product or to form a positive perception of this product (image advertising), it becomes necessary to in large numbers advertising contacts. In this case, the main characteristic of the plan for using advertising distribution channels will be precisely the frequency of Advertising contacts.

There are a sufficient number of special planning programs (for example, MEDIAC, POSTAR, etc.) that make it possible to make estimates of the full degree of overlap of the corresponding audience; it is quite easy to find, indicators characterizing various advertising distribution channels are needed. They also make it possible to find compromise solutions, taking into account the prices for placement, the degree of audience coverage, the frequency of advertising contacts.

In addition to these two points, they make decisions about the choice between various options placement of advertisements and other characteristics. For example, size and color (for print ads), length of ads (for TV and radio ads), and decisions about scheduling and different types of ad campaigns discussed in the previous chapter.

The whole process of media planning can be divided into several stages.

1. Stage when the goals of the marketing and advertising campaign of the advertiser are determined and formulated. The main work is carried out by employees of the marketing departments of the advertiser or the research department of the advertising agency. The result is the target audience.

2. At this stage, decisions are made about the degree of coverage of the audience and about required quantity advertising contacts. Determined what part of the audience should be covered by the advertising message.

Let's give the characteristics of the main indicators of media planning.

Advertising media coverage(media carrier). It is defined as the number of consumers (as a percentage) who had the opportunity to see an advertising message at least once. The higher the coverage, the more effective the planning result.

Cumulative exposure frequency- the total number of contacts (three or more) of the target audience with the advertising medium "unit of time.

The frequency of exposure is one of the primary factors influencing consumer behavior. This dependence is given by the Wundt curve (Fig. 10.1). Practical conclusions for media planning follow from it:

* With an increase in the frequency of exposure, a positive reaction occurs, which, with further growth frequency reaches the maximum positive level. This occurs at the Cho frequency, which is considered optimal.

* Further increasing the frequency of exposure to advertising reduces the level of positive consumer reaction, approaching zero (this happens if the advertising is too often repeated). The frequency at which a significant process of reducing the reaction to advertising begins is called critical - Chk. With a further increase in frequency, the reaction becomes brightly extinguished and advertising turns into anti-advertising.

As you can see, when planning an advertising impact, only audience coverage indicators are important, but also coverage indicators with a cell close to optimal. The values ​​of threshold, optimal critical frequencies are determined experimentally and depend

* When increasing the frequency of exposure, a positive reaction occurs, which, with a further increase in frequency, reaches maximum positive level. This occurs at the frequency of Cho, which is considered optimal.

* Further increasing the frequency of ad exposure reduces the level of positive consumer reaction, approaching zero (this happens if the advertisement is repeated too often). The frequency at which a significant reduction in advertising response begins is called critical- Chk. With a further increase in frequency, the reaction becomes brighter negative and advertising turns into anti-advertising.

As you can see, when planning an advertising impact, only audience coverage indicators are important, but also coverage indicators with a frequency close to optimal. The values ​​of threshold, optimal critical frequencies are determined experimentally and depend on many parameters, such as the level of consumer involvement in the selection process, quality creative materials and etc.

3. At this final stage, a direct selection of the media channel and media carriers is carried out and a specific scheme for placing an advertising message is developed.

The result of media planning work is the preparation of a detailed media plan. Such a plan is a comprehensive document in which, based on the given strategic and tactical objectives of the advertising campaign, a set of possible schemes for placing advertising materials is presented, each of which is estimated by calculation according to a set of target indicators.

The media plan contains:

Characteristics of target markets and target audiences;

Analysis of consumer motivation;

Setting campaign objectives in measurable terms;

Campaign budget and market and competitor reaction forecast.

The media plan determines the number of appearances of advertising messages in each of the intended advertising media. At a more detailed level of development, the media plan specifies all other options for advertising placement - ad sizes, video length, print/broadcast time. The geographical component of placement can also be provided.

As a rule, a media plan involves the integrated use of various advertising distribution channels. For example:

Television can be considered as the primary media, which is assigned the role of the causative agent of the consumer's initial interest. Next, an advertising campaign is carried out, which will often remind the audience of the television commercials they have already seen. The most effective and less costly way in this case is to use the sound track of television commercials that will be broadcast on the radio. The radio ad will force listeners to mentally re-create the ad itself, resulting in increased recall, as well as the name of the product and the rationale for purchasing it, to a level comparable to that of an expensive television ad. After that, or in parallel, an advertising campaign is carried out in magazines, where, if necessary, detailed information about this product is placed.

the main task such an integrated approach to the use of various advertising distribution channels is to guarantee the maximum number of advertising contacts in target segments at the best cost within the approved budget.

Thanks to a creative approach to the media planning process, namely, to the choice of media, drawing up a calendar plan, determining the number of advertising contacts, etc., advertising agencies can save significant amounts of money for their clients and get a big effect with the approved advertising budget.