Planning in Effective Advertising Campaign - Coursework Example

Advertising exam questions due: Advertising exam questions Advertising is a paid, arbitratedtype of communication from a recognised source, created to coerce the recipient to make a decision presently or in the future. This paper is grounded on three questions that will be answered in essay form. The questions revolve around the discussion of advertising. To determine if the information is advertising, there are five criteria in the process. To start with, the organisation has to pay for the advertising. The payment is for space into which it is directed to in order to reach the recipients. In addition, the payment is purposed for creation of the message and media time. Secondly, advertising is transmitted through a medium such as magazines, iPads, social networks, television and newspapers. Advertising originates from a source through media to individuals. In normal circumstances, the mediation is ‘mass’ meaning that the information is delivered to a large group of receivers. Thirdly, communication is the passage of details from the source to the recipient. In the case of advertising, the communication is complex because the information is precisely created to have desired particular effects on the recipients (Thorson & Duffy, 2012). Planning in effective advertising campaign In advertising, the source makes the receiver recognise the origin of the message. However, in some cases the company behind the message is not known. For instance, in advertising a product, the organisation pays for the advert but it is only recognised by the brand name. Lastly, advertising is naturally persuasive. The reason the company pays for the advertising is to have the receiver get insight about a product and change their behaviour (Thorson & Duffy, 2012). The advertising campaign is a sequence of associated advertisements with a homogenous theme, look and feel on a particular brand, product or service. The advertising planning outlines the resources and operations required to design and implement an advertising campaign that will influence the target market. In addition, planning in advertising should possess a compelling and focused message (Burrow & Bosiljevac, 2009). Planning the advertising campaign consists of a budget, building advertising goals, marketing, media and message approaches. The planning is conducted by a group made of the number of service providers, advertiser and advertising agency. A distinct procedure to design an advertising strategy is followed to design the cost-efficient and most effective campaign. The following need to be addressed when arranging and executing an advertising campaign scheme: - Position Objectives - Establish the budget - Create an imaginative proposal - Schedule and select the media - Unfold a creative idea - Generate the advertising - Assess the strategy’s success First and foremost for a successful advertising plan development, there is a need to establish the advertising objectives. In regard to this, objectives are the anticipated outcomes to be attained within a specified time frame. Examples of objectives include; to enhance awareness, communicate a concept to the recipient and to make more sales. Once the objectives are made, the next step is to create a budget. The managers recognise the complete advertising budget at the beginning of the planning procedure. A comprehensive budget is produced as the planning is perfect. There are four techniques of creating budgets for advertising. The first approach to creating a budget is the what-you-can-afford where a company determines the expenses and allocate the remainder for advertising. This option is not the best but happens in most small organisations. The percentage of sales method of making a budget is an approach where a company sets aside a part of the current, past and predicted subsequent sales for advertising. In this method, the disadvantage is that the advertising is determined by the sales. In addition, the past sales are not valid to determine the future sales. The best way is to consider the present sales and future styles and use a percentage to anticipate the future sales when planning a budget. An example of a successful advertising campaign is for Dove campaign for real beauty (Uniliver, 2015). The competition matching technique advocates for a company to create an advertising budget that looks similar to its competitors. It is a challenging method since various competitors have distinct objectives and resources. The most preferred process of developing an advertising budget is objective and task because it bases it on the company’s objectives. An effective advertising campaign must create a creative plan that targets to convey an understandable message to a specified target group (Kazmi & Batra, 2008). The procedure of making a decision on what to say and the manner of communication is facilitated by creative strategy. In other words, a creative strategy is the way a company places its product in its advertising. The selection of the media is the responsibility of the creative department. The media strategy identifies the kind of media, units, time and which vehicles are involved in advertising. In selecting the type of media, the cost is a critical factor to consider. Different media have distinct costs, and, therefore, the planners consider the one that will communicate to the audience at a low expense. In addition, the media must be cost effective and affordable to the budget. The efficiency is calculated on per-viewer or per-reader cost. The other aspect to evaluate in selecting a media is reach. The reach is defined as the total number of audience who see the advertising. In outdoor advertising, the number of viewers is estimated using the traffic statistics. On the other hand, in TV advertising the total number of recipients is determined by those who see it. In print methods such as newspaper or magazine, the quantity of copies distributed and the timeline of the production determine the lead time of the advertising. The outdoor advertising consists of store signs, billboards, painted bulletins, posters and electric spectaculars (Nelson & Sykes, 2013). It is also paramount to assess the brand, corporate and creative fit of the media in advertising. The advertising planners search for a medium that is suitable for advertising the brand and choose the organisation that will run the adverts. The creative development is designed after the media is selected. The advertising planners ensure that the advertising get to the target population (Hackley, 2005). In addition, the advertising must fit within the budget and is compatible with the established objectives. For instance, the advertising planners may choose competitive advertising. The competitive advertising claims superiority of the brand over other products that are similar from competitors. To make the advertising attractive, the aspect of musical is sometimes incorporated in the commercial. The creative team develops an original idea because advertising aims to stand out. Once the advertising creative idea is developed and approved, research is conducted to see the effectiveness of the concept. The research will assist to determine if the target audience will comprehend the message in the advertising. In addition, the research will help know if the target receivers like the advertising (Eastin, Daugherty & Burns, 2011). An excellent example of a successful advertising is one performed by the Dove® product. The objective of the advertising campaign is to evoke a discourse and promote debate because it is based on listening to women. The Dove company strategy involves real women with appearances beyond the normal belief of beauty. The company used a short film ‘evolution’ to create awareness of their products. Moreover, the Unilever Company that manufactures Dove products created a commercial known as ‘little girls’ during the super bowl that reached approximately eighty-nine million viewers in 2006. Through the Dove Movement for self-esteem, the company has reached over seven million girls and anticipate attaining the goal of fifteen million by 2015 (Uniliver, 2015). The Dove® case is an illustration of an advertising campaign with objectives and various strategies employed to reach the target audience. Components of a communication brief The communication brief is a document that dissects the service or product for the creative team. The document redefines the target receivers, consumer benefits, introduce the key benefit and explain the personal aspects of a product. In addition, the communication brief address competition, define objectives and outline strategies. In other words, the communication brief is a set of construction blocks, precisely laying the ground for the idea that will be the verbal or visual message (Blakeman, 2009). The communication brief is crucial in the development of an efficient, creative strategy because it makes sure that everyone in the advertising team is in consensus on how the message will be implemented. In addition, the communication brief gives a consensus on the standard against which the promotion and advertising can be assessed. The advertising team comprises of the agency, account executives, planners and brand management from the organisation (Percy, 2014). The communication brief is distinct from various companies because individual companies have their way of writing. All in all, all the communication briefs can be thought of in three parts. A communication brief is one that is about the creative objectives, executional elements and defines the roles at hand. The components of a communication brief include: 1. Task definition The first four points in communication brief deal with the task definition. It includes source of business, target audience, customer barrier, and key market observation. The motive of these tasks is to determine what the brand will attain and the individuals in the market being addresses with a creative. In addition, the tasks will reveal what the target audience know, feel and think of the product. Moreover, the tasks will describe the effect of the message. In target audience, the communication brief provides a clear report of the kind of people who are targeted by the information. In addition, the lifestyle characteristics and demographics of the target audience is provided. Likewise, the key market observation is the point that the product can make of the market. It assists the creative team to believe and comprehend the rest of the communication brief. The consumer insight discloses the information about the potential target clients that need to be conquered to be able to reach them. Lastly, the source of business is where the commerce is expected to originate. In this option, one looks for ordinary descriptions but particular sources, for example, long-term bonds (Percy, 2014). 2. Objectives and strategy The next four points in the communication brief is concerned with strategy and objectives. The information gives the creative team the best position of the advertising. It shows the outcome of the advertising that is well communicated and the attainment of the anticipated objectives. In addition, it gives the confirmation necessary to persuade the target recipients. The communication tasks and objectives are the particular communication goals for the creative. In addition, it is the option where the primary goals, for instance, brand purchase, awareness, attitude and group needs are outlined. The brand attitude approach is where the company knows how the clients make decision. In this approach, one can know if the decision is low or high engaging and if the behaviour is negatively or positively inspired. In benefits support and claim, the communication brief describes the consumer benefits and the reason. It also recognises the benefits claim that is related to the important influence and gives the proof that is in favour of the choice. The desired customer reaction is a summary of what is supposed to occur for instance, what the target receivers should feel, know, think and do after the communication (Batra, Myers & Aaker, 2009). 3. Executional components The last two points in the communication brief are concerned with the real implementation and give enlightenment on what details are included and on the type of communication. The two pints are the requirements content and creative guidelines. The creative guidelines are the strategies suitable for the kind of quadrant selected and the type of brand awareness. The requirements contents are the necessities either corporate, creative or legally that must be incorporated. In this section, the logo treatment is described. The communication brief should comprise of one-page length. In case more information is needed; it should be mentioned in marketing plan (Moriarty et al. 2014). Issues in advertising campaign for a global audience International advertising refers to advertising past a company’s local market with the same message to definite international recipients. There are various factors that affect international advertising in the international market. These factors include economic, demographic, cultural, political and legal environments. Economic environment The economic conditions of a country determine its current and future possibility to consume. It is because services and products are sold to countries with sufficient income to purchase them. The developed countries have the infrastructure to advertise effectively that include distribution networks. In addition, the developed countries have financial, communications and transportation structures necessary for advertising (Pailwar, 2011). Demographic environment In advertising, a company should consider the occupation, age, standard of income and distribution of the anticipated audience in the target country. The demographic information gives an understanding of the lifestyles and level of standard in specific countries to assist companies organise advertising campaigns (Mueller, 2011).When a company looks at specific demographics sub-groups, it is capable of realising the inclination towards trends and tastes of globalisation. For example, teenagers are more exposed to cultural effects from other countries more than adults. The teenagers across the globe watch same movies and TV channels, idolize similar sports stars, music and play identical video games. The youths’ aspirations and lives are forms worldwide by the similar global trends. These factors make the teenagers be less nationalistic and parochial (Sharma & Singh, 2009). Cultural environment Advertising can impact negatively on cultural values and culture in developing nations. The cultural elements that must be considered in advertising include tastes, ethical and moral standards and language. In addition, aspects such as lifestyles, attitudes and values are paramount. When developing an advertising campaign for the global marketplace, the company should be sensitive to services and products that are acceptable in foreign cultures. The biggest challenge in international advertising is mainly the language (Krafft, 2007). The advertisers must know the native language, the subtleties, nuances and idioms for communication to take place. In addition, they must conscious of the symbols used in their information and comprehend how advertising slogans are expressed. Religion is a factor that affects behaviours, norms and values of a society. Some religions do not allow human nudity, photos that represent sacred items such as cross, pork and alcohol. Some religion prohibits the use of cosmetics and show of women faces on advertisements. For instance, in Islamic states advertising is limited because of the belief that it enhances Western culture and icons (Sharma & Singh, 2009). The cultural barrier hinders creativity because of the difference in encounter and definition among cultures. It may lead to the interpretation of images in the advertising to be different from the intended message. Legal and political environment The legal and political structure of a country is the most significant aspect that impacts the advertising programmes of international marketers. Various countries have different regulations in regard to national and economic sovereignty. In addition, nations protect their citizens from misleading or false advertising. The government limitations and regulations influence various factors in a company’s advertising schedule. It may include the creative strategy, amount of advertising an advertiser may use, types of products and media. The availability of media, media costs vary from one country to another (OGuinn, Allen & Semenik, 2009). Furthermore, the government sets the precise taxes charged in advertising, use of foreign dialect and utilisation of international and local advertising agencies. A perfect example is in Europe where prescription-drug products have been banned to advertise for a long time. The government prohibits the advertising of these products to cut the cost of health care (Sharma & Singh, 2009). Literacy level Illiteracy influences the understanding of an advertising copy. Therefore, the text part of an advertisement should be reduced or replaced with images. The use of visual factors affects the recognition of similar advertising. Although, in some circumstances, all forms of images do not possess the same global in their meaning (Onkvisit, & Shaw, 2004). Advertising Agency A company wishing to employ the standardised advertising campaign depends on an advertising agency with a global network to harmonise the campaign worldwide. The problem faced is that not many agencies have the power to manage local agencies in foreign countries. As a result, some multinational companies consolidate their global advertising in one agency, for example, Colgate-Palmolive (Onkvisit, & Shaw, 2004). One of the principal challenges in constructing a global advertising is to choose a generic global approach. The selection of the generic global plan requires to be made against a background of comprehending the global logic forces that influence a company. The global logic is different according to industry and pertains to all participants in the competitive market (Amann, Maznevski & Steger, 2007). Fig.1. matching global logic patterns to generic global plans. Source: Amann, W., Maznevski, M. L., & Steger, U. (2007). Managing complexity in global organizations. Chichester, England: John Wiley & Sons. Conclusion All in all, advertising is viewed differently in various countries. For instance, in developing countries it is viewed as wasteful. In communist nations, it is perceived as inconsistent with political goals. Some advertising activities are deceptive and misleading but nevertheless, it gives the audience the critical details to make the best decision. Due to the differences in media strategies, consumer behaviour, media availability and advertising restrictions, there is a great risk of using standardised advertising. Advertising should be tested for suitability for the target audience before being employed in the market. The advertising environments are dynamic and, therefore, result in threats, opportunities and uncertainty to advertisers. It is necessary to predict the occurrences in the future to plan advertising effectively. The advertisers respond to the changing environmental aspects and adjust their advertising plans. The advertising influences the society, and it is important to consider the moral, ethics and values of the target audience. The technology enhances advertising to satisfy the customer needs. The companies can reach many people through various media enhanced by the technology. Online resources such as online are another option of media in advertising. The companies are capable of designing, buying, selling, managing and measuring advertising success.  References Amann, W., Maznevski, M. L., & Steger, U. (2007). Managing complexity in global organizations. Chichester, England: John Wiley & Sons. Blakeman, R. (2009). The bare bones introduction to integrated marketing communication. (Ebook Library.) Lanham: Rowman & Littlefield Publishers. Batra, R., Myers, J. G., & Aaker, D. A. (2009). 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