CORPORATE ADVERTISING CAMPAIGN TECHNIQUES

By;

Assenga Vera C

Institutional advertising can be referred to as the promotional messages aimed at creating an image , enhancing reputation, building goodwill or advocating an idea or the philosophy of an organization , instead of sales promotion . When employed by an organization to market itself , instead of its products it called CORPORATE ADVERTISING

ADVERTISING CAMPAIGN

Is an analysis of the marketing and communication situations in order to make sound strategic decisions that can be carried out by designing a series of advertising of advertsment  and place them in various advertising media.

FACTORS TO CONSIDER BEFORE ADVERTSMENT CAMPAIGN

1: consider the cost if its within the budget

2: Which media to be used

3: What kind of products or services to be campaigned for

4: Target audience

5: regulations of the country concerning the advertsment

6: competition

7: how unique is your advertsment of product or service
Such as offers, strong network

8: whom are you walking with
Example; created designers , agencies , individual designers

9 : The frequency of an advert
How many times will it appear and why.

10: Which kind of celebrity are you going to use if any

STAGES OF ADVERTISING CAMPAIGN.

A. Define the target market

B. Establish the goals and objectives of the campaign.

GOALS AND OBJECTIVES.

1 The message to be delivered successfully to the target audience

2 To get maximum response from potential clients at the lowest cost

3 Determine the market message for the audience
How will you design message to target audience

4 Choose the right media

To meet objectives .Some advertisers use media mix .Reasons for media mix includes
- To get noticed by more potential client
- Using advert money for maximum overall affect
- To cover key target market effectively

5 For reinforcement and consistency.

6 Customize the advertising concept for the target media.

To convey your message a concept or idea is developed that gets the advert noticed, delivers the message within a higher impact and is appropriate for the selected media . A concept is developed to make the messages interesting and compelling. It is an idea that translates an ordinary message into a provocative advert and needs imaginative thinking

7 Test the concepts within pre- advertising research ,Using the following strategy

_ Focus groups assembling groups of people showing them the concepts and listening to their reactions

_ Consumer surveys , using well designed questionnaires

_ In store tests, by large consumers companies where clients are given test products and observations are recorded about their behaviours to the products. Appropriate for large companies that specialize in promotional and marketing research

8 Produce the advert

9 Run and verify the advert
Check to ensure it goes on well

10 Conduct post advertising research to determine what worked and did not.

This involves reviewing the effectiveness of an advert and involves clients that have purchased the products and is used to determine satisfaction and demographics is a valuable resource for developing future advert strategies.