Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.


Planning an Advertising Campaign: Campaign Objective and Budget

Planning is an important task when you are spending a large amount of money – and hazarding your brand reputation – on advertising. In this video, we will focus on the two key activities of planning an advertising campaign:
– setting the objectives for your advertising campaign, and then
– setting your budget

Watching this video is worth 2 Management Courses CPD Points*.
πŸ”Ž See below for details

Marketing for Managers
This video is part of course module number 8.3.5
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 5: Advertising

Other videos in this section include:
🎬 What is Advertising? And What are its Benefits? https://youtu.be/ksnD_EAeBqI
🎬 Advertising Agencies: What They Offer and How to Select and Brief Them https://youtu.be/5l1Z8EUf8l8
🎬 The Creative Process: Developing, Writing, and Producing an Advert https://youtu.be/9-Fn_7-hg2M
🎬 Top 20 Strategies for Persuasive Ad Copy https://youtu.be/P3JWveZwso4
🎬 All of the Advertising Media I Can Think of https://youtu.be/Eixco65Q3rQ
🎬 Media Buying: The Three Stages https://youtu.be/1-XHc2N-xvw
🎬 Advertising Campaign Monitoring & Evaluation https://youtu.be/x4jydb5wUL0

LESSON NOTES
Objectives
Start by thinking carefully about what you want to achieve.

There are a number of models for the objectives for an advertising campaign. The Hierarchy-of-effects model of Kenneth Clow & Donald Baack offers 6 steps a buyer moves through when making a purchase:
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase

Another way of viewing objectives is to split possible objectives into the desire to:
β€’ Remind
β€’ Inform
β€’ Persuade

Setting a Budget
The budget you set needs to reflect the value you expect to get from the campaign. Sometimes, this value will not have an easy-to-calculate monetary equivalent. At others, it is easy to track, such as driving sales.
Your budget will determine the campaign you can afford:
β€’ Which media and their prestige
β€’ Ad size and frequency
β€’ Ad production quality

In determining the budget, think about:
β€’ The impact you want to make
β€’ How easy that is, in your market
β€’ What media your target customers consume
β€’ What your competitors do – and do not do

RECOMMENDED EXERCISE
1. Pick a product you are familiar with. Think about the objectives you would set for a campaign that might advertise that product to someone like you (2 MC CPD Points)

DOWNLOADS
Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

RECOMMENDED READING
πŸ“– Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
πŸ“– Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
πŸ“– Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
πŸ“– For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
πŸ““ Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 4 MC CPD points

00:00 – Planning is important
00:28 – What do you want to achieve with your advertising campaign?
00:51 – Hierarchy of Effects Model: Kenneth Clow & Donald Baack
01:35 – The Advertising Message
01:49 – The Three Advertising Objectives
02:46 – Target customers for your advertising campaign
03:27 – A budget for your advertising campaign
04:36 – Things to think about in determining your budget
05:04 – Next Steps with your advertising campaig

#AdvertisingCampaign #ManagementCourses #Advertising

source

Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude LarrΓ©chΓ© and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
EstΓ©e Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?
What is a Brand Marketing Plan?
What is a Brand Strategy?
What is Brand Management?
What is a Brand? Brands and Branding

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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