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Factors affecting advertising campaign planning

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Identify and discuss some of the key factors that influence the planning and execution of an advertising campaign. Please explain how these factors affect different campaign decisions.

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Successful advertising campaigns require effective planning, design and execution. Advertisers need to take into consideration a host of factors that influence various campaign decisions. In this solution we will identify these factors and the role they play in the planning of a campaign.

1. Campaign Objective

Every advertising campaign has an objective to achieve and all campaign decisions must revolve around that objective. There is a common misconception that the objective of every campaign is to increase sales of the product or service being advertised. It is true that the ultimate goal of all marketing activities is to bring about a desirable level of increase in the sales volume and all components of the marketing mix make a contribution in this direction. However, each element of the mix has to have its own specific objective(s) which must guide all the strategies and tactics in that particular area and should also serve as a standard to measure performance in the end. According to the concept of DAGMAR (Defining Advertising Goals Measuring Advertising results), an advertising campaign should be evaluated on the basis of the goals assigned to it and not in terms of the sales increase alone. The campaign objective is always derived from the company's overall marketing goals and strategies. ...

Solution Summary

Successful advertising campaigns need careful planning and effective execution. There are a number of internal and external factors that campaign planners must take into consideration while taking various campaign decisions. The following five key factors are discussed in this solution:
1. Campaign objective
2. Nature of product or service
3. Target audience
4. Media to be used
5. Available funds

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Developing an Advertising Media Flowchart and Budget

Your client is a computer company of your choice. Choose 1 computer client. You can visit this Web site to find out more about various computer brands. You are designing the media plan throughout the session for your client.

Develop the advertising media flowchart and budget.

This week you are organizing your client's advertising media schedule. A sample flowchart is here:

The following should be included in the plan:

The schedule should include at least 4-5 media options with at least 2 online or digital channels.
A media calendar should be added to the plan.
A 1-year media schedule should be developed for your client.
The plan includes these sections:

Advertising Media Schedule
Campaign overview
Objectives and strategy
12-month media schedule
At least two digital media
Traditional print options such as a display ad
Direct response/mail campaign
Television or radio commercials
Organize the advertising plan: Use the information that you have compiled from Weeks 13 to organize the plan as follows. This week, compile the following components of the final media plan:

The Cover Page
Executive Summary
Situational Analysis
Marketing Mix (the 4 marketing Ps: product, price, place, and promotion)
Survey Findings
Target Markets
The Creative Brief
Media Objectives and Strategies
Media Schedule
Budget
Recommendations
Appendix.

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