Advertising Campaign and Media Planning

Manukonda Rabindranath () and Aradhana Kumari Singh
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Manukonda Rabindranath: Jawaharlal Nehru University
Aradhana Kumari Singh: Indian Council of Social Science Research (ICSSR), Ministry of Education, Govt. of India

Chapter Chapter 4 in Advertising Management, 2024, pp 121-152 from Springer

Abstract: Abstract This chapter broadly discusses the objectives and process of the advertising campaign and important factors that should be decided first while designing it. When a customer sees an advertisement with an outstanding story and execution that leaves an impression on his or her mind, it is the result of many creative people who are part of an advertising campaign. Campaign planning is a very crucial step in advertising to achieve the desired business goals. The chapter gives an overview of the various steps involved in campaign planning. The most important task of advertising is to attract the attention of the customers towards the brands, products, or services they are promoting. Not only to attract new customers but also to retain the existing ones. Targeting customers is a continuous process. It goes on even if the business is doing well. And this is the part where the advertising campaign plays its role. A single advertisement may not be enough to get the desired outcome. But with an advertising campaign, the brand can develop a comprehensive plan, strategy, and steps to achieve specific goals with proper targeting, by using the right channels and with proper execution and evaluation. A successful advertising campaign relies heavily on creativity and media channel. A unique advertisement is remembered for a longer period than an ordinary one. From market research to the selection of media, advertising campaign planning involves a series of steps before the actual advertisement is launched on mass media. Research and creativity are integral parts of an ad campaign. Research determined the effectiveness of the campaign. Creativity helps in designing advertising messages and campaign themes. Advertisers usually approach advertising agencies for campaign planning. By understanding their client's needs, budgets and various other factors, advertising agencies decide to create an ad campaign to be launched in the media. In addition, selecting the right media is crucial for reaching the intended audience. This chapter aims to provide an overview of how an ad campaign is planned and executed in media to reach the target audience.

Date: 2024
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DOI: 10.1007/978-981-99-8657-6_4

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