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*.
🔎 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:
• Remind
• Inform
• 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:
• Which media and their prestige
• Ad size and frequency
• Ad production quality
In determining the budget, think about:
• The impact you want to make
• How easy that is, in your market
• What media your target customers consume
• 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
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Paid resources
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RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 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
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 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.
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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
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