Coaching Session 8 – Advertising Campaigns

Timestamps

00:21 How to Make Your Ads Effective

06:24 Creating your Advertising Campaign Plan

10:55 Create Your Advertising Campaign Brief

 

Lesson Notes

  • Campaign Brief
  • Goals
  • Preparation
  • Execution
  • Evaluation

In this video lesson:

  • How to make your ads effective?
  • Creating your advertising Campaign plan.
  • Create your advertising campaign brief

 

What makes ADS EFFECTIVE?

  1. A different way of looking at things or a new way of thinking,
  2. Creativity is often associated with fresh, new ideas.

ADS should be made from the POINT of view of the CONSUMER

  • Must relate to the consumer’s, not the business’s needs and wants.
  • Keen insights on what the consumers are looking for.

Rise above the CLUTTER

  • Use unique and memorable advertising techniques

Don’ts Overpromise & Underdeliver

  • When an advertiser does not deliver what has been promoted, consumers lose respect for the business.
  • Commit to what you have promised to deliver

Marketing Strategy – Over Creativity

  • Creativity should not overshadow the purpose of advertising
    • Inform
    • Persuade
    • Remind

The audience about the product.

  • An ad that doesn’t meet its object is ineffective, no matter how clever or creative it might be.

Must Align – with other elements in the marketing strategy

  • Having a clear strategy ensures all advertising and promotional messages are compatible and consistently delivered.

 

Steps in developing THE ADVERTISING PLAN

  • The Advertising Plan requires a lot of research and describes the goals of an advertising campaign, methods to use to accomplish the goals, and ways to evaluate whether those goals are achieved.

 

Step 1: Analyze your ENVIRONMENT

    • Know who your competitors are,
    • Define your target market
    • What are the advertising trends that are getting their attention?

Step 2: Set ADVERTISING OBJECTIVES

    • Objectives must be clear, have criteria for success, and be measured.
    • They should be quantitative.
      • Examples
        • Build consumer awareness of a product or a brand
        • Build your brand image
        • Change public perceptions
        • Generate interest in  product or brand
        • Create, changer, or reinforce consumers’ attitudes about a brand
        • Persuade  consumers to switch brands,
        • Attain brand loyalty.
        • Increase sales.
    • How to state an objective – FOR A RESTAURANT
      • To increase delivery orders for their steak by 200 within the 10 mile radius from there in 2 months.

Step 3: Determine the Budget

    • Methods in determining the budget
      • Determine your budget based on the targets/objectives you have set.
      • The more aggressive the goal, the bigger the budget.
      • Calculate the cost of the tasks necessary to achieve advertising objectives.
      • Match competitor’s budget.

Step 4: Develop the CREATIVE STRATEGY

    • The creative strategy describes who the target market is, what the advertising message should be, and how the message will be communicated.
    • This will be used as a  guide by the creative team: copywriters, art directors, etc.

Example: A cola or soda company wants to target a new demographic for its product. A creative strategy is running an ad that specifically targets Gen Z using a surrealist approach in storytelling. It runs its ads targeting teenagers and excluding adults/their parents

Step 5: Execute the PLAN

    • With the strategy in place, the creative development process can begin
    • After the production of the creative assets, the media planner will identify where the ads will be placed.

The CREATIVE TEAM

      • Creative Director
      • Copywriters
      • Graphic Artists
      • Video Producers and Editors

Step 6: Evaluate the PLAN

    • The advertising campaign needs to be evaluated to determine if the objectives of the plan were met.
    • This is the reason why you need to have quantitative objectives so that you can measure the results.

 

Portfolio

  • Make your advertising Campaign Creative Brief

1. Follow Steps 1 – 4. Research and write down your notes for your file.
2. Download the Advertising Campaign Brief Form that comes with this course.
3. Fill out or follow the formal of the campaign brief.
4. Submit your Assignment

 

Email Subject: BMAC-Portfolio 8

 

PORTFOLIO SUBMISSION GUIDES:

1. Video-On-Demand (VOD) Access
Submit your portfolios to courses@surgedigital.agency.
You can submit individually per coaching session or submit all required portfolios as one, in one email (attach your Google Drive).

2. VOD with Class Coaching
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.

3. VOD with Mentoring
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.

4. Premium Members
Submit your portfolios to courses@surgedigital.agency.
Please submit all required portfolios as one, in one email (attach your Google Drive).

 

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