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PopulationCampaign. The MITCH. Definition. An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.
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PopulationCampaign The MITCH
Definition • An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). • Advertising campaigns appear in different media across a specific time frame.
The critical part of making an advertising campaign is determining a champion themeas it sets the tone for the individual advertisements and other forms of marketing communications that will be used. • The campaign theme is the central message that will be communicated in the promotional activities.
TOP 10 ADVERTISING CAMPAIGNS 1. Volkswagen, "Think Small", Doyle Dane Bernbach, 1959 2. Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929 3. Marlboro, The Marlboro Man, Leo Burnett Co., 1955 4. Nike, "Just do it", Wieden & Kennedy, 1988 5. McDonald's, "You deserve a break today", Needham, Harper & Steers, 1971 6. DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948 7. Absolut Vodka, The Absolut Bottle, TBWA, 1981 8. Miller Lite beer, "Tastes great, less filling", McCann-Erickson Worldwide, 1974 9. Clairol, Does she...or doesn't she?", Foote, Cone & Belding, 1957 10. Avis, "We try harder", Doyle Dane Bernbach, 1963
The MITCH asks: Where are we? Why are we there? Where could we/need to be? How could we get there? Are we getting there? Response: Analyze the situation Identify Problems. Identify Opportunities. Develop message, media, and marketing communications strategy and tactics. Develop a plan to measure (track) campaign effectiveness. Campaign Outline (Structure)
Two phases of campaign creation 1.Strategy development phase • right strategy and creative campaign is a winning combination. • “if you want to catch fish, you have to think like fish. If you want to catch a consumer, you have to think like a consumer.”
Two phases of campaign creation 2. The creative phase • The strategist has to leap from a single uni-directional idea into an advertising idea that will put a stamp on the campaign
Nike’s “Just Do It” Advertising Campaign • After stumbling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the ‘90s as any company can. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, “Just Do It” slogan and deified sports figures. Nike managed the deftest of marketing tricks: to be both anti-establishment and mass market, to the tune of $9.2 billion dollars in sales in 1997. —Jolie Soloman “When Nike Goes Cold” Newsweek, March 30, 1998
Why Was the Campaign Successful? • The timing of this campaign could not have been better. • The ads were often humorous, appealing to the cynic in all of us, while imploring consumers to take charge of their physical fitness. The ads made starting an exercise regime seem like a necessity. • The campaign was easily identifiable (to the point that Nike eventually did not even bother to display the word “Nike” in commercials—the swoosh was enough) and stayed true to its message.
Your Population Campaigns will be governed by the following parameters • Identifying the problem (choose a place where over/under will arise) • Population (over/under) • Target audience (age group/gender) • Varies upon focus • Media selection (TV, Internet, etc) • How are you going to get this across • The language • Varies upon focus • The visual and the copy • What will it look like/ slogans,boards,mascots, etc • Timing and duration • Seasonal, and length of campaigns
