Advertising campaign

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Integrated Marketing Communication (IMC) and Media Channels
– IMC is a conceptual approach used by organizations to develop a strategic plan for their marketing and advertising campaigns.
– IMC melds all aspects of marketing into one cohesive piece, including sales promotion, advertising, public relations, direct marketing, and social media.
– Media channels are used to create a connection with the target consumer and influence behavior.
– Traditional methods include newspapers, magazines, radio, television, billboards, telephone, post, and door-to-door sales.
Social media plays a large role in reaching a wider audience and influencing a company’s overall image.
– Digital communications tools include websites, blogs, social media, email, mobile, and search engines.
– The selection of channels should be based on where the target consumer spends time and the cost of reaching them.

Modern Day Implications for Traditional Media Channels and Print Media
– Exposure to certain consumer groups and target audiences through traditional media channels has blurred.
– New modern-day media channels have altered the traditional advantages and disadvantages.
– The effectiveness of the IMC strategy relies on anticipating exposure to provide clarity, consistency, and maximum communications impact.
– Traditional print media, such as newspapers and magazines, still reach an older demographic.
– Print media is transitioning to digital platforms, leading to a reduction in print material.
– Print media is mainly defined as newspapers and magazines.
– Older generations are still exposed to traditional print media, but there is a shift towards digital information.
– Newspaper advertising is low cost, timely, and provides moderate coverage to older generations.
– Magazines offer segmentation potential, high information content, and longevity.
– Disadvantages of print media include an aging demographic, short life, clutter, lack of flexibility, and long lead times for advertisement placement.

Importance of Campaign Themes and Target Market
– Campaign themes are the central message of an advertising campaign.
– They set the motif for individual advertisements and other marketing communications.
– Campaign themes can be temporal or long-lasting, depending on effectiveness, market conditions, competition, and marketing mix.
Advertising campaigns are built to accomplish specific objectives, such as establishing a brand and raising brand awareness.
– The success of an advertising campaign is measured through effectiveness measures.
– Target market refers to the specific group of consumers most likely to buy from an organization.
– Characteristics used to categorize target consumers include gender, age, occupation, marital status, geographical location, behavior, level of income, and education.
– Segmenting customers based on demographics helps in constructing an advertising campaign.
– Monitoring existing data and surveying customers assist in finding and understanding the target market.
– Advantages of target marketing include offering the right product, understanding price preferences, and more efficient and effective advertising.

Positioning and Promoting a Product
– Positioning is creating an image that attracts the intended audience.
– Focus areas for positioning include promotion, price, placement, and product.
– Effective positioning elevates marketing efforts and assists buyers in purchasing the product.
– Positioning involves creating a recognizable brand for broad consumer recognition.
– Objectives of promotion include presenting product information, increasing demand, differentiating the product, and creating brand identity.
– Adjusting or decreasing product price impacts sales.
– Price should complement other parts of the positioning concept.
– Price needs to ensure survival and generate profit.
– Price should establish an appropriate image.
– Promoting is essential in the positioning concept.
– Focus on customer needs and consider competitive pressures.
– Utilize available communication channels and craft carefully targeted key messages.
– Advantages of product positioning include connecting product attributes with consumers effectively, meeting consumer expectations, reinforcing company name, product, and brand, increasing brand popularity and customer loyalty, and better advertising product benefits to attract consumer interest.

Communication Process, Touch Points, Guerrilla Marketing
– The communication process involves a source, encoding, channel message, decoding, and receiver.
– Multisensory touch points create contact between brand and consumer.
– Examples include social media links, QR codes, and billboards.
– Effective touch points are interactive, TV, print, and consumer involvement.
– Sensory cues (shape, color, texture, sound, smell, taste) remind consumers of brands.
– Multi-sensory touch points differentiate brands and increase campaign success.
Guerrilla marketing increases brand exposure through unconventional campaigns.
– Achievable with lower budgets than conventional methods.
– Leaves a lasting impression on the receiver.
– Executed in public places for maximum audience and social media discussion.
– Includes various categories such as street marketing, ambient marketing, and undercover marketing.
– Elements of a Guerrilla Marketing Strategy include identifying the purpose, defining how it will be achieved, describing the target market or consumers, listing marketing tools and methods, and positioning the brand/product/company in the market.
– Winning actions for a successful guerrilla marketing campaign include commitment to the marketing plan, recognizing marketing as an investment, ensuring consistency in the marketing message and strategy, showing confidence in the commitment to guerrilla marketing, and dedicating time and patience to the strategy.
– Success and risks of guerrilla marketing include obtaining media coverage, potential damage to profits and sales from bad campaigns, risks associated with undercover marketing and astroturfing, adoption of guerrilla marketing tactics by large companies, and common methods such as graffiti, interactive displays, flash mobs, and PR stunts.
Social media is a powerful tool in the world of business and can be used as a form of guerrilla marketing.
– Blending guerrilla marketing with online marketing can boost small businesses.
– Creative advertising can quickly go viral on social media.
– Instruments and audience selection in guerrilla marketing aim to maximize the surprise effect and cut advertising costs.
– Diffusion helps reach a wide audience with little cost.
Guerrilla marketing targets existing customers to increase engagement.
– Creative tactics are quicker recognized and responded to by engaged audiences.
Social media has made guerrilla marketing particularly effective online.Summary:

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Advertising campaign