Week 8 - Campaigns PDF

Campaigns Week 8 Intended Learning Outcomes By the end of the lesson, you will be able to: identify various types of campaigns 1 and determine the most suitable type for achieving specific marketing goals and targeting distinct audience segments;...

Campaigns Week 8 Intended Learning Outcomes By the end of the lesson, you will be able to: identify various types of campaigns 1 and determine the most suitable type for achieving specific marketing goals and targeting distinct audience segments; explain the role of various types of 2 spokespersons and select the most appropriate type based on the campaign’s visual/verbal concept and product personality; and utilize design tools to create a 3 visually appealing and effective marketing campaign.  IMC Campaign Uses diverse media to deliver a strategic, cohesive, centralized collection of planned messages that focus on a single idea or concept. Campaign development can be broken down into four distinct steps: Planning the campaign Isolating a single idea or key consumer benefit Developing a cohesive visual/verbal message Selecting the promotional mix  Planning the Campaign In the planning stage, the account executive and the client will look at the marketing plan and review several key areas, including the ff: Target Audience Features and Benefits Competitors Communication Objectives  Isolating the Key Consumer Benefit Isolated key consumer benefits create the target's motivation to buy and become the voice of the entire campaign. Developing a Cohesive Visual/Verbal Message IMC campaigns must appear and speak with one cohesive and consistent tone of voice across the promotional mix. The objective is to create a visual and verbal relationship between pieces  The Promotional Mix An IMC promotional mix includes any combination of the following: public relations, newspaper, magazine, radio and television, direct marketing and sales promotion, out-of-home and transit, Internet and social media, mobile or alternative media options.  Types of Campaigns National Campaigns Service Campaigns Corporate Campaigns Retail Campaigns National Campaign Service Campaign Service Campaign Corporate Campaign Retail Campaign  IMC Concept Components IMC campaigns consist of three interrelated components that affect concept development and overall appearance: campaign uniformity visual uniformity verbal uniformity  IMC Concept Components The following must be address before running the campaign: Every campaign is driven by a key consumer benefit in the form of either a big idea or USP. Strategically, all ads work to accomplish the stated objectives. The campaign’s message must speak directly to the target audience’s needs and wants.  IMC Concept Components The following must be address before running the campaign: Overall appearance may be based on a specific message or idea, layout or headline style, character or spokesperson, typeface and style, visual element, or color combinations. The campaign has a visual/verbal identity that is clearly recognizable in all advertising and promotional devices. The concept direction creates a unique brand identity to set the product off from the competition.  Spokespersons and Character Representatives There are four basic types of spokespersons: Celebrities – (unpaid on-screen spokesperson, paid on-screen spokesperson, celebrity voice-over, dead-person endorsement and animated character spokesperson) Specialists Corporate heads or CEOs Common man Unpaid On-Screen Spokesperson Paid On-Screen Spokesperson Celebrity Voice-Over Dead-Person Endorsement Animated Character Spokesperson Specialists Corporate Head / CEO Common-Man Spokesperson Intended Learning Outcomes identify various types of campaigns and determine the most suitable type for achieving specific marketing goals and targeting distinct audience segments; explain the role of various types of spokespersons and select the most appropriate type based on the campaign’s visual/verbal concept and product personality; and utilize design tools to create a visually appealing and effective marketing campaign. Thank You For Your Attention