Advertising campaign
An advertising campaign is a set of marketing activities aimed at attracting the attention of potential customers to a brand, its product or service.
How successful and effective the advertising campaign will be as a result depends largely on the level of elaboration, i.e. the quality of the advertising message, promotion channels and time.
The set of measures may include a number of types of advertising: targeting, banner, contextual, content marketing, guest posting, etc. Different promotion channels have their own characteristics and demonstrate different effectiveness depending on the initial objectives.
Criteria for differences in advertising campaigns
Campaigns can differ in terms of criteria, objects and goals, which greatly affects the choice of overall strategy, promotion channels and budget
- Goals
Introducing a new product to the market, maintaining the dynamics of sales, increasing sales. - Objects of promotion
Advertising can be targeted to the brand itself and increase brand awareness and loyalty or to specific products, both new and those that have been on the market for a long time. - Reaching the audience
Searching for and attracting a target audience from the local level to the international. - Audience
Events can be exclusively aimed at B2B, B2C segments or mixed audiences.
- Timing
There are generally three varieties:- Short-term campaigns of up to 30 days;
- medium-term campaigns from 2 to 6 months;
- long-term ones for a period of 1 year.
- Activity
The parameter is more typical for medium- and long-term campaigns, because the intensity of the activities can be heterogeneous during the campaign and depend on seasonal factors.
Stages of advertising campaign implementation
- Situational analysis
At this stage, we collect data on competitors, product potential, and target audience, develop hypotheses and determine the initial steps to promote the product to a certain market share / niche. - Strategy development
Forecasts are made of how much it will cost to promote the product, and how long it will take to achieve the goals. Justification of the need to include certain promotional measures and channels into the advertising budget. - The advertising campaign
On the basis of the data received earlier and the planned course a team of marketers, content managers and designers makes a list of topics and advertising creations and creates design layouts (creatives) of future promotional materials. - Implementation
This stage is characterized by the preparation and launch of advertising campaigns: publication of advertisements on Internet resources, production of printed materials, media coverage, etc. - Collection of feedback and analysis
Efficiency of the invested means is analyzed, it is found out which channels and actions are successful and which ones can be refused. At this stage, it is necessary to correlate the results achieved with the strategic objectives set at the beginning of the campaign. As a result of the analysis the advertising campaign can be two ways forward: according to the first, the existing advertising strategy can be subject to changes and modifications to take into account the analysis data, and according to the second way, based on the findings and processed data, marketers develop a new promotional strategy.
Principles of an effective advertising campaign
To make your advertising campaign effective and working for the result, we adhere to the basic principles of its implementation, developed on the basis of our many years of experience and deep analysis.
- We lay the general idea in the foundation of the future advertising campaign, which is in harmony with the image, image of your company and its corporate identity.
- We do not impose the product, but demonstrate to the target audience all its advantages and benefits. Clear arguments will be much more convincing than intrusive requests.
- Tell the truth about the product and do not deceive potential customers. The quality of the product should be identical to the qualities that are shown in the ads. Trust is the most valuable thing that can arise between a brand and a customer.
- Having studied your target audience, we will communicate and influence them in the channels and with the tools that will actually work.