ADVERTISING MANAGEMENT
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7. The visual and the Copy: Would they be ‘read’ as you intend them to be by the target audience? Or, are they too high-brow? How relevant is the use of Western images? The golden rule among ad folk is: KISS (Keep it simple, stupid). 8. Timing and Duration:
Choose appropriate seasons for
launching new products. (Remember the launch of Go-Kool ice cream during a cold-wave in the north?). Use ‘reminder’ ads during other seasons. 9. Post-Testing: This is necessary to gauge consumer reaction to the ad campaign. 10. Effects on Sales: This is the acid test of the success of any ad campaign. The ad might have been ‘creative’, won many awards, but did it lead to purchase? Look at other marketing factors too. Why to Plan Campaigns? Campaigns are to be planned with the following objectives in mind: (i)
To determine the market and its potential
(ii)
To obtain the consumer profile
(iii)
To study the consumer psychology
(iv)
To know the frequency or size of buying
(v)
To decide about the channels and their satisfactory operation
(vi)
To bring about product modifications
(vii)
To determine the geographical scope of the campaign
(viii)
To do the media planning
(ix)
To develop a central idea or core idea around which the selling points revolve. The idea has to be discovered. The
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