Evaluating Effective Advertising Campaigns: Pre-launch Considerations | Exercises Brand Management

Brand Management (MKT624) VU

Lesson 34

ADVERTISING

Introduction

This lecture emphasizes on evaluation of advertising campaign before it is launched. Some

basic considerations are discussed, which if followed, give you a decent level of confidence

about the effectiveness of your campaign. Having been done with developing advertising, the

lecture also addresses fundamentals of executing advertising.

Evaluating new advertising campaign

This evaluation does not mean assessing the impact of a campaign. It is pre-launch evaluation

on the basis of five fundamental points:

A strong single basic idea: A good campaign revolves around a strong single idea. This

single idea is a reflection of brand’s positioning. Brand’s positioning rests on one strong

benefit, you will recall! You have to ensure that good advertising contains a single idea and

is not simply a listing of the virtues of the product. Selling idea can be based on the

following factors when you plan development and execution of advertising:

•It’s new – you can talk about newness.

•It offers a solution to a problem. Your punch line can be based on this aspect.

•It is thought-provoking; it should cause the consumer to think about your product

and develop some attitude and feelings towards that.

Natural growth of the idea: You have to make sure that it grows naturally out of the nature

and character of the product. It should capitalize on the virtues of the product, which the

consumer will readily see in the product. It must not try to artificially create an interest that

may not be readily related with the product.

Appeal to self-interest: It should appeal quickly to the self-interest of the consumer. The

consumer should associate the product with some service to him. If not, then he is not going

to have feelings and attitude toward your brand.

Your own custom-made approach: The campaign should follow an approach that sounds

and looks like your own. It should be distinctive in relation to your positioning and brand

persona. It should be memorable in that it can be readily associated to your brand and not

those of competitors.

It must not wander off: In its execution, it must stick to the positioning, main selling idea.

It must not wander off the main selling point into different directions? In sticking to the

main selling idea, you may point out the significance of the promise, offer reasons why this

promise is possible, or relate various attributes to the basic promise. You will recall from

lecture 20 how to assess the main attribute/benefit for positioning from customer’s

standpoint.

Miscellaneous considerations: A few straightforward considerations must be taken into

account while you evaluate advertising for its effectiveness. Some of the following

questions provide valuable insights and build up your confidence about the relevance of the

campaign:

•Is it simple?

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Lesson 34 ADVERTISING Introduction This lecture emphasizes on evaluation of advertising campaign before it is launched. Some basic considerations are discussed, which if followed, give you a decent level of confidence about the effectiveness of your campaign. Having been done with developing advertising , the lecture also addresses fundamentals of executing advertising. Evaluating new advertising campaign This evaluation does not mean assessing the impact of a campaign. It is pre-launch evaluation on the basis of five fundamental points: A strong single basic idea: A good campaign revolves around a strong single idea. This single idea is a reflection of brand’s positioning. Brand’s positioning rests on one strong benefit, you will recall! You have to ensure that good advertising contains a single idea and is not simply a listing of the virtues of the product. Selling idea can be based on the following factors when you plan development and execution of advertising:

It’s new – you can talk about newness.
It offers a solution to a problem. Your punch line can be based on this aspect.
It is thought-provoking; it should cause the consumer to think about your product and develop some attitude and feelings towards that. Natural growth of the idea: You have to make sure that it grows naturally out of the nature and character of the product. It should capitalize on the virtues of the product, which the consumer will readily see in the product. It must not try to artificially create an interest that may not be readily related with the product. Appeal to self-interest : It should appeal quickly to the self-interest of the consumer. The consumer should associate the product with some service to him. If not, then he is not going to have feelings and attitude toward your brand. Your own custom-made approach : The campaign should follow an approach that sounds and looks like your own. It should be distinctive in relation to your positioning and brand persona. It should be memorable in that it can be readily associated to your brand and not those of competitors. It must not wander off : In its execution, it must stick to the positioning, main selling idea. It must not wander off the main selling point into different directions? In sticking to the main selling idea, you may point out the significance of the promise, offer reasons why this promise is possible, or relate various attributes to the basic promise. You will recall from lecture 20 how to assess the main attribute/benefit for positioning from customer’s standpoint. Miscellaneous considerations: A few straightforward considerations must be taken into account while you evaluate advertising for its effectiveness. Some of the following questions provide valuable insights and build up your confidence about the relevance of the campaign:

• Is it simple? docsity.com

Does it reflect the character of the product?
Is it interesting enough to get readership?
Does it take advantage of the medium?
Does it demonstrate it point?
Is it specific and thought-provoking? If all the points really represent themselves as campaign constituents, it is a good campaign and reflects your strategy statement and copy strategy. And, that is a reflection that your positioning and persona are well translated. Executing advertising is all about ensuring a high level of customer response effects. It deals with:
Target market reach
Media selection
Media coverage
Message frequency
Ad content or copy, and value proposition. What we need to learn here is the “why-not” factor, that is, why may campaigns not generate the required level of customer response? Let’s take a look at that. For any level of awareness, the levels of comprehension, intention, and purchase are consecutively lower. The higher the level of awareness, the higher is the level of purchase. It is also important to note again that purchase level does not increase as much as does the awareness. The accompanying graphics illustrate this fact. To have a higher level of purchase, we have to work hard to jack up awareness. Building awareness, therefore, is the first step toward building profits. Sustained loyalty depends on customer retention and his coming back and back for purchasing. It is this repeat purchasing that has a direct relationship with profitability. The basic objective of communication is to increase awareness among the target market and not general public. A well known and memorable campaign is no good if it does not generate the required response. Target Market Reach - Media Selection and Customer Awareness In order to reach your target customers effectively, you have to have a good understanding of their media habits, like
What TV channels they watch?
What newspapers and which parts they are interested in?
What magazines they prefer? 20% 40% 60% 80% 100% Awareness Comprehension Intention Purchase Customer Response Advertising Effectiveness Advertising Effectiveness and Customer Response Market-Based Management by Roger J. Best Figure 41

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Bibliography:

1. Roger J. Best: “Market-Based Management – Strategies for Growing Customer Value and Profitability”; Prentice Hall (304-309) Suggested readings: 2. Roger J. Best: “Market-Based Management – Strategies for Growing Customer Value and Profitability”; Prentice Hall (302-322)

Evaluating Effective Advertising Campaigns: Pre-launch Considerations, Exercises of Brand Management

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