22: Chapter The Complete Campaign -Define Situation analysis -to plan and create future advertising, you need to establish a current benchmark or starting point. The past, or the present. -Where are we today, and how did we get there? -Where are we going in the future? -The situation analysis is the first step in developing a campaign. -Explain the creative objectives and strategy
1. Determine the specific claim that will be used in advertising copy. If there is more
than one, the claims should be listed in order of priority
2. Consider various advertising executions. 3. In the final stage of the creative process, develop the advertising copy and
production.
a. Visual similarity i. All print ads in a campaign should use the same typeface or layout format
so consumers will learn to recognize the advertiser by simply glancing at the ad.
b. Verbal similarity i. Its not unusual for a campaign to use certain words or phrases in each ad to
sum up the products benefits.
c. Aural similarity i. You may use the same jingle or music in commercial after commercial. Or
even the same announcers Attitudinal voice
d. similarity i. An attitude that continues from ad to ad. An example is Nikes Just Do It
-Discuss the media objectives and strategy -Involves three areas: strategy, tactics, and scheduling. Strategy
1. Prospect identification. The prime prospect is of major importance in both the
media and the creative strategy.
2. Timing. All media operate on their own schedule, not that of the advertisers. 3. Creative considerations. The media and creative teams must accommodate each
other. The creative team must know where the messages will go. Media has to find a way to reach consumers. Tactics -At this point, media planner decides on media vehicles and the advertising weight each is to receive. -Must be creative in their efforts Scheduling -finally an actual media schedule and justification are developed. -Discuss sales promotion plans. As with any integrated communications planning, the promotion plan for consumers is dicussed very early. Promotion activities may involve dealer displays, in-store promotions, premiums, cooperative advertising and coupon offers.