ADVERTISING MANAGEMENT
59
by increasing the consumption or by weaning away customers of a competitive brand. We shall study the process of campaign planning or advertising planning. Types of Campaigns Primarily, we come across three types of campaigns. Multi-media campaigns put the message across in different media vehicles. Single-media campaigns remain confined to a single media. However, the theme is expressed through a variety of executions, each reflecting the basic proposition and personality of the brand.
Brand-building campaigns develop creative executing over a period of time, maintaining the consistency and relevance, and contributing to proposition, personality, presentation and positioning of the brand. The executions can be contemporized to make them relevant. Advertising Planning Advertising agency’s involvement increases as we travel from the formulation of objectives to the development of strategy and later to the development of specific plans. Advertising planning vary from agency to agency and within the agency from account to account. The variations depend on the size of the problem to be tackled, agency organisation and client-agency-relationship (CAR). The flow chart given in Fig. illustrates the sequence which is more or less followed in the planning of large accounts. The development of almost all media plan follows a similar pattern. Initial Planning Meeting The planning meeting at the initial stage is for developing an advertising / communication strategy. The meeting has representatives from client servicing department (account handling people), marketing /
FOR MORE DETAILS VISIT US ON WWW.IMTSINSTITUTE.COM OR CALL ON +91-9999554621