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COMMUNICATORS' GUILD

advertising campaign
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Introduction:

 

 

Almost everyday in our lives, at the moment we open our eyes, and get up in the morning; we are susceptible in involuntary exposures to a battery of messages coming from television, radio or even print channels all designed with the greatest persuasive appeal to convince the consumer to patronize a certain product. This is the magic of advertising!

Objectives:

 

  1. To enumerate the imperative elements of advertising.
  2. To give some more definitions of what advertising campaign is all about.
  3. To enumerate the forms of advertising.
  4. To differentiate public relations to vs. advertising.

 

 

 

DEFINITION OF ADVERTISING CAMPAIGN

 

Advertising campaign is an attempt to reach a particular target market by designing a series of advertisements and placing them in various advertising media. The campaign usually has a particular theme and implemented over a specific time frame. We’ve all experienced these campaigns on our daily life on improved product, or just a new spin or the way the company has decided to sell their existing product. The various advertising media can include everything from radio spots to billboards. An advertising campaign is usually carried out by an advertising agency, this industry also includes media representativeness firms that sell advertising space for publications radio, televisions and the internet. And it also includes display advertisers businesses that create a design public display adds for use in shopping malls on billboards etc. and also direct mail advertisers.

 

An advertising campaign is a series of advertisements messages that share a single idea and theme which make up an integrated marketing communication (IMC). It appears in different media across specific time frame. The critical part of making an advertising campaign is determining a campaign theme, as it adjust the tone for individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a long time frame but many of them are short lived due to factors such as being ineffective on market conditions and/ or competition in the market place.

 

Although public relations and advertising are both very valuable to a company, they do have their differences. Public relations play a key role in crisis management and in helping achieve consistent internal and external communication objectives, lending credibility and focusing on a more diverse audience. The ability to reprint media placements and make it work for direct selling is a very useful tool. A reprint of a third party article is often more impressive and absolutely more credible than an advertising reprint. Public relations is affordable! We do not incorporate television or radio into our advertising budget.

 

 

 

IMPERATIVE ELEMENTS OF ADVERTISING

 

  1. Advertising uses a paid communication medium. Advertising gets through the media channels in reaching to its mass audiences, only when it pays for the space (print) and airtime slots (broadcast) which are usually exorbitant.

 

  1. Advertising by an Identified sponsor. There must always be a business name behind the advertisement.

 

  1. Advertising only promotes and does not move the product to consumers. Advertising can only stimulate the buyer through unique selling proposition (USP) in promoting the want-satisfying qualities of the product, but it cannot move the product to consumers and create directly the sales.

 

  1. Advertising is not personal selling. Because advertising serves as a tool for the promotion of massively produced gods, personal selling is out of the main strategy. Te seller cannot go house to house if your goods are produced in million quantities.

 

 

  1. Advertising is mass, it uses popular uncontrolled media channels. Advertising is mass selling, therefore the use of popular media such as broadcast and print is formidable to reach the target market. The mass media we are referring here are the uncontrolled type, meaning they are not within the power of the advertiser to dictate what it desires to do and control the media use, but media management decision to advertise or not still proves crucial. If the advertisers uses its own media (not mass media) then that only becomes a sales promotion, not advertising.
  2. Advertising is aimed at creating positive buying behavior. This is the best test for advertising, if it influences or affects a positive change in the buying behavior of consumers (a shift from one product brand to another, or a establishment of favorable buying behavior).

 

As you get exposed to the ads on print and broadcast, which ones do you recall best? The favorite ads come from campaigns that have been running for a long time. These are called the classics, those that get on your wits and attention on a long memory recall, as they have all what it takes to become the greatest ad ever told of all time life time. What are some of the elements in the classic ads?

 

The commercials using a series of humor and inventive visuals are entertaining as they hammer a strong message of brand identity. Humors which range from soft and gentle to outrageous are widely remembered not only because they are entertaining, but also because they involve the audience and make them wonder what the campaigns will come up next. Spokespersons and celebrities through testimonials have been an important part of many classic ads. Other outstanding ads create memorable characters which give the products a warm association.

 

Drama makes way for a successful advertising. Because great ads touch emotions, their messages are warm and sentimental through the use of dramatic sequence employing plot, characters, conflict and resolution. Not only is the dramatic as captivating, but also demonstrates the power of an effective media buy. Lastly, significant images are effective in creating the successful ad perfect.

 

So what turns great ads into classics? Three (3) broad characteristics are worth mentioning:

 

1.      Strategy the ad must be strategically directed to an  audience, as it is driven by specific objectives leading to the right crafting of messages for memorability, attitude change and brand awareness.

 

2.      Creativity the creative concept is the central idea behind all great ads which must be inventive and original through award winning appeals and strategies.

 

 

3.      Execution this means the craftsmanship of great ads must be impressive with the fine tuning of the details, techniques and production values.

 

There are (8) eight major classifications of advertising determined by product distribution, advertising nature, or even type and use of product by consumers. The forms of advertising are as follows:

 

  1. National Advertising builds a strong brand preference for products which are nationally distributed. Such products have a popular appeal, as typified by advertisements of Coke, San Miguel Beer, Purefoods and other brand products.

 

  1. Retail Advertising promotes products in stores and outlets, more than the brand consciousness.

 

  1. Professional Advertising often uses persons, not necessarily celebrities who endorse the products.

 

  1. Trade Advertising sells products for business purpose, usually addressed to dealers and distributors.

 

  1. Industrial Advertising products serving as raw materials to produce other finished products.

 

  1. Mail order Advertising sells and promotes products and services through a mail coupon.

 

  1. Classified Advertising arranged and grouped according t product nature, purpose and classification.

 

  1. Institutional Advertising Also called Corporate ad,. It promotes the image of an organization, not only sells its products and services.