An advertising campaign is a collection of advertisement messages that all have the same concept, message, or theme. The mix of integrated marketing communication is the sole aim. Many various medium combinations are used to support the specific definition of advertising. These campaigns are intended to accomplish a certain set of aims or targets.
These goals can include, but are not limited to, increasing market recognition, creating a brand, and enhancing the revenue conversion ratio. The operation assessment metrics are defined in order to assess the performance of the ad campaign.
Media channels, integrated marketing communications, positioning, touchpoints, and the communication process are the five most common key points or metrics used to assess the success of promotional campaigns.
Planning and participation from various teams within an organisation are needed when creating an advertising strategy. In addition to the Marketing department, other departments such as Sales, the Creative department, and even the board of directors are interested in the creation of an ad campaign.
The explanation for such scrutiny is that, just like a good advertising campaign can build a brand or an organisation, a bad campaign can destroy not only the brand but also the organisation.
Elements of Advertising campaigns
1. Focus on the product and features
The emphasis should not only be on the product itself, but also on the advantages and services that it provides to consumers. Customers should be able to connect to the commodity on a deeper level, such that the consumer is motivated by need rather than compulsion. In its ads, the business should focus on creating needs.
For example, if a company sells anti-dandruff shampoo, instead of explaining any of the scientific processes involved in removing dandruff or claiming how effective the shampoo is in cleaning the hair, the company should focus on demonstrating how useful the anti-dandruff shampoo is in social situations where people face embarrassment due to their dandruff. And if the commercial shows that, in addition to washing the hair, this shampoo will also give it a shine, it will draw consumers who do not have dandruff but want shiny hair.
2. Use STPD analysis
The proper use of segmentation, targeting, positioning, and differentiation mix is critical for campaign effectiveness. To target them, any commercial should have an acceptable audience segmentation.
The commodity should then be strategically placed in the eyes of the audience and isolated from the competition. A comprehensive STPD is used in the multimedia advertising. This not only saves the agency money on commercials that do not hit the intended audience, but it also increases the organization's efficacy.
A proper STPD in the commercial can help transform the viewer significantly.
3. Convey your message in customer’s language
You must ensure that the language used in your advertisement is understood by the customers you are attempting to reach through your advertising campaign. It is critical not to assume that your customers will understand everything you say in your advertisement. Clarification may be required in some cases, and several iterations or versions of the same commercial may be required to reach different markets in different regions.
Digital advertising campaigns are becoming more common in every industry these days. Before you launch a digital media strategy, you must first consider your target demographic and segment your ads accordingly.
Breaking down abstract terminology into small understandable terms, creating relatable marketing campaigns, and using everyday vocabulary that the viewer uses to learn about the product or its features are only a couple of the important considerations when planning ad campaigns.
4. Customer service and customer feedback
Consumer service and customer reviews are two vital components for the effectiveness of an ad campaign. Once a customer has seen your ad and bought your items, it is critical that you have proper customer support.
It may be provided in the form of assistance to the consumer with product troubleshooting or after-sales support; in any situation, it is critical that the organization offers and prioritizes customer service. The second most significant factor is consumer input.
Customer feedback can be collected at any point, from the advertising campaign to the after-sales service. Designing customer feedback is critical because asking the right questions will address the right areas, allowing you to improve your advertising and product quality.
Types of Ad Campaigns
There are multiple types of ad campaigns, depending on the product, the industry, and the presence of the audience.
1. Digital Advertising campaigns
Every business is opting for digital ads and pushing it through social media and the internet. When using social media for targeting, the chosen style of the promotional campaign is a pictorial representation or brief videos that can capture the attention of their target audience and express the message in a limited period of time.
Companies use only video mode of advertisement by using internet forums such as YouTube, in which a brief unskippable video is shown to their target audience. One of the main success metrics that can be calculated is the number of views or clicks on the commercial.
More and more businesses are opting for this style of advertisement because – digital advertising is very cost effective for businesses. A Facebook marketing campaign for a target population of more than 1000 people can be run for as little as $.50. This has the most potential and the most brand visibility.
The commercial has more than a 90% viewing average, which is excellent as opposed to previous television commercials. Advertisers may ensure that their ad hits the desired audience and is not seen by someone who is not in their target group by using precise targeting.
2. Traditional Advertising
Traditional ads encompasses all methods, from print to billboards. Advertisements seen between shows, advertisements shown before movies, baseboard advertisement, print advertisement in magazines and newspapers are also examples of standard advertising. Traditional advertising has the distinct advantage of having a longer lifespan than most types of advertising.
Advertising in newspapers, for example, run for one full day, while advertisements in magazines will last for a fortnight or a month, depending on the availability and frequency of the publication. Infomercials and public service announcements are well adapted for traditional advertisements.
One of the main drawbacks of conventional advertisements is that there is a wastage of money and potential wastage of publicity. The explanation for this is that targeting and segmentation are not present in conventional ads. For eg, a billboard advertising a high-priced new iPhone is noticeable to all, even those who could purchase it and those who could never afford it.
Today, advertising has become a very important part of the industry because of increasing competition, thus requiring every businessman to promote his products and services in the best possible manner.
Contact us at HBF Direct to learn more about advertising techniques and we'll help you in creating market awareness to deliver products to the right people.