planning an advertising campaign

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DESIGN FOR PRODUCTION SANGEETA JAIN

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Page 1: Planning an Advertising Campaign

DESIGN FOR PRODUCTION

SANGEETA JAIN

Page 2: Planning an Advertising Campaign

WHAT IS ADVERTISING?

Advertising is the means of providing the most persuasive possible selling message to the right

prospects at the lowest possible cost.

The most successful advertising is that which most effectively communicates with the customers.

Page 3: Planning an Advertising Campaign

CLIENT PERSPECTIVE

Advertising is an investment made by the client that is intended to improve and expand their business. The

return of this investment depends on the planning and thought that precede the actual expenditure.

By first developing an effective advertising plan, we can increase the prospect of a positive return on the

investment regardless of the amount of money spend.

Page 4: Planning an Advertising Campaign

CONSUMER PERSPECTIVE

We all take in huge amounts of information every day. Before we leave home, we may talk with our families,

receive emails, read newspaper, watch television, listen to the radio, go online or get a text or a WhatsApp message. Advertising is just one element of this mass of information,

so it has to work very hard to compete for our attention.

The key (for advertisers) is to ensure that the audience takes notice of your advertisement.

Page 5: Planning an Advertising Campaign

DESIGNER PERSPECTIVE

Communication through advertising is by no means easy. To advertise a product or service

effectively is a very serious matter and requires

careful planning and preparation.

Page 6: Planning an Advertising Campaign

LECTURE 2 – PLANNING AN ADVERTISING CAMPAIGN

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WHAT IS PLANNING?

§  Research and Analysis = defining the problem

§  Planning = seeking insight

§  Creation = choosing the best solution

§  Prototyping = communicating the solution

§  Production = selling the solution

Page 8: Planning an Advertising Campaign

WHAT IS PLANNED?

§  Research and Analysis §  Planning

§ Creative Strategy § Media Strategy § Budget § Timeline

§  Creation §  Prototyping §  Production

Page 9: Planning an Advertising Campaign

1. CREATIVE STRATEGY

Page 10: Planning an Advertising Campaign

1. CREATIVE STRATEGY

•  Creative strategy is an outline and the tone of the message to be communicated by an advertising campaign. It is the first step in developing the advertising plan which helps specify the advertising goals.

•  It must be very precise in terms of why the product or the service needs advertising (Problem Statement) and what the advertising campaign should achieve. (Design Solution)

Page 11: Planning an Advertising Campaign

1. CREATIVE STRATEGY

Some possible goals of a creative strategy are: •  To increase awareness of your product/service.

•  To attract new customers.

•  To increase the loyalty of existing customers.

•  To offer a deal or discount. •  To generate immediate sales or sales leads.

Page 12: Planning an Advertising Campaign

While  deciding  the  crea.ve  strategy  keep  "AIDA"  in  mind:    

– a7ract  A7en.on  

– hold  Interest  

– arouse  Desire    

– mo.vate  Ac.on    

1. CREATIVE STRATEGY

Page 13: Planning an Advertising Campaign

Points to be included in the assessment task: –  Repeat the problem statement in brief

–  Repeat the USP in brief

–  The creative approach

–  The goal of this approach/expected outcomes

–  Describe the AIDA

1. CREATIVE STRATEGY

Page 14: Planning an Advertising Campaign

2. MEDIA STRATEGY

Page 15: Planning an Advertising Campaign

2. MEDIA STRATEGY

•  Media strategy is a plan for bringing advertising messages to the attention of consumers through the use of an appropriate media. There is a wide range of media technologies or mediums that are intended to reach a large audience.

•  There are definite inherent strengths and weaknesses associated with each medium. One must choose the type of media that best suits their audience and message.

Page 16: Planning an Advertising Campaign

2. MEDIA STRATEGY

Some of the media technologies or mediums include: –  Advertising in magazines –  Advertising in national newspapers –  Advertising on television –  Poster advertising –  Direct mail –  Exhibitions –  Merchandising and point of sale –  Advertising through the Internet (website, banner, app) –  Mobile Communications

Page 17: Planning an Advertising Campaign

ADVERTISING IN MAGAZINES

Page 18: Planning an Advertising Campaign

DIRECT MAIL

Page 19: Planning an Advertising Campaign

POINT OF SALE

Page 20: Planning an Advertising Campaign

POSTERS/HOARDINGS

Page 21: Planning an Advertising Campaign

EXHIBITIONS

Page 22: Planning an Advertising Campaign

AMBIENT MEDIA

Page 23: Planning an Advertising Campaign

INTERACTIVE MEDIA

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TRANSPORTATION MEDIA

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MOBILE COMMUNICATIONS

Page 26: Planning an Advertising Campaign

2. MEDIA STRATEGY

Points to be included in the assessment task: –  Media Objectives – goal

–  Media Selection – technology

–  Description of the technology selected (ex: name of magazine for magazine advertisement)

–  Explain how this media is appropriate for the target audience

–  Media Budget – indicative cost

–  Media Frequency – repetitions of media

–  Media Continuity – timing of media (ex: if you select magazine ad and exhibition then which will come first)

Page 27: Planning an Advertising Campaign

3. BUDGET

Page 28: Planning an Advertising Campaign

3. BUDGET

•  A budget is the money a company sets aside to pay for designing and advertising. It reflects the amount a client is willing to commit to achieve its advertising objectives. In order to utilize the budget to its fullest potential consider innovative ways to produce cost effective advertising.

•  Allotting the budget: –  Name of the media option(s) –  Description/specifications of the media option –  Size, location etc. of the advertisement –  Repetition of the advertisement and/or media option –  Cost of each insertion and total amount

Page 29: Planning an Advertising Campaign

3. BUDGET

Points to be included in the assessment task: –  Name of the media option(s) –  Description/specifications of the media option –  Size, location etc. of the advertisement –  Cost of each insertion and total amount –  Cost of material – ex: paper for printing (if applicable)

–  Exhibition booth charges (if applicable) –  Cost of photography (if required)

–  Designing charges

–  Miscellaneous expenses (such as transportation expense)

Page 30: Planning an Advertising Campaign

4. TIMELINE

Page 31: Planning an Advertising Campaign

•  Timeline is the proposed schedule of the entire advertising campaign. It is useful to draft an initial time plan and provide it to everyone involved in the campaign.

•  The Gantt Chart is a graphic representation of a this plan

that shows the sequence of tasks. For this assessment task you will prepare a timeline that indicates when and how you will proceed in the 11 weeks of this semester with this advertising campaign.

4. TIMELINE

Page 32: Planning an Advertising Campaign
Page 33: Planning an Advertising Campaign

4. TIMELINE

Points to be included in the assessment task: –  What are your key targets and deadlines? –  Who is going to be doing what? (if working in a group) –  When do you need to launch the advertising campaign?

(submission date – week 11) –  When do you need to have it ready for review?

(for critiques/comments/feedback/corrections – week 9) –  What and when will you need any kind of extra resources?

(such as images, info about magazines, tradeshows etc.) –  When and where will you go to the printer to get estimate for printing? –  When and how will you find out about online advertising charges? –  When and how will you find out about events, tradeshows, exhibitions? –  When and how will you identify legal and ethical constraints? –  When and how will you monitor your progress?

Page 34: Planning an Advertising Campaign

4. TIMELINE

This process will help to identify the following: –  Lead times and key deadlines –  Potential clashes between activities –  Your likely resource needs –  Roles and responsibilities for your team –  Periods of peak activity when you might be trying to do too much

with too little time –  Will you have enough people/time to do everything in time? –  Are you over-committing yourself/your team? –  Can you physically do everything you want in the timescales –  What extra resources might you need and when? –  Where will they come from?

Page 35: Planning an Advertising Campaign

ASSESSMENT TASK 2 – PLANNING

Page 36: Planning an Advertising Campaign

•  In Assessment Task 2, you should determine the length, pace and format for the advertisement in accordance with the creative brief and the budget, size and position each element of the advertisement. A detailed plan of campaign and locations of their proposed advertisements should be included. You must specify media assets as required and identify legal and ethical constraints.

•  In this class, you may choose to design for print or the digital media or a combination of both for the advertising campaign. You are required to select a total of 3 advertising medias.

ASSESSMENT TASK 2

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•  The assessment task will be submitted in the form of a presentation.

•  A checklist of the assessment task is also uploaded on the forum. Please use it to make sure that you are not missing any important points. Use it as a guideline not rule. Feel free to modify it to suit your product and purpose.

§  Weight: 25%

§  Due Date: At the end of Week 6

ASSESSMENT TASK 2

Page 38: Planning an Advertising Campaign

NEXT…

§  Research and Analysis = Lecture 1 Task 1

§  Planning = Lecture 2 Task 2

§  Creation = Lecture 3 Part 1 Task 3A

§  Prototyping = Lecture 3 Part 2 Task 3B

§  Production = Lecture 3 Part 3 Task 3C