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Determining Effectiveness Of Advertising Campaigns

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Question:

Discuss about the Determining Effectiveness of Advertising Campaigns.
 
 

Answer:

Introduction:

At the first instance, identification and specification of the campaigning objectives would prove beneficial. Within the objectives, the following points attain an important position.

  • Clarification of the purpose of the advertisement and requirements. For this, providing training to the employees would act as a conscious and wise approach towards setting up the objectives for campaigning of perfumes (Wright 2015).
  • Measurability in terms of setting the objectives would enhance the preconceived skills, knowledge and expertise of the personnel towards the accomplishment of the nature, extent, scope and arena of the advertising campaign of perfumes.
  • Ensuring the feasibility of the objectives is one of the other grounds, which would reflect the true purpose of the advertising campaign of perfumes (Abraham et al., 2015). Within this process, taking into consideration, the financial, time, budget and pressurization of the market forces would help the personnel to ensure the appropriateness of the developed objectives from all aspects. Market awareness in terms of the substitute perfumes launched by the contemporary brands would help the personnel to provide quality products to the customers.
  • One of the other factors to be considered is the purchasing power and decisions of the customers (Moriarty et al., 2014). Consciousness and rational approach in this direction would help the personnel to achieve large scale customer satisfaction in the advertising campaign. Bearing in mind, the impact on the customers would help the personnel to judge the appropriateness of the developed objectives.
  • Adherence and compliance to the standards and norms would authenticate and validate the advertising campaign for perfumes (Bart, Stephen and Sarvary 2014). As a matter of specification, adherence to the competition policies would help the personnel to indulge into fair trade, deals and transactions with the other contemporary brands dealing in perfumes.

Based on the above specifications, the following objectives Can be developed:

  • To Conduct market research for gaining an insight into the perfumes, which are in demand in the market
  • To identify the target audience
  • To calculate the cost of the processes related to the advertising campaign
  • To develop an itinerary for the campaign related activities

Financial aspect of the advertising campaign

After setting the objectives, estimation of budget is the sequential step. Specifications of this step are as follows:

  • The first step is to ensure that the briefings of the budget comprises of client’s profile, clearly stated purpose statement and the requirements of the advertiser (Molitor et al., 2016).
  • Measurability, in terms of estimation of the budget, holds an important position. This measurability provides a clear understanding to the client in terms of the specific guidelines that needs to be accomplished within the details of the advertising campaign for the newly launched perfumes.
  • Within the briefings of the advertising budget, the presence of the following items is necessary:
  1. Definition of the key characteristics of the perfume
  2. Competitive factors, which might restrict the scope and arena of the companies and organizations aspiring to carry out advertising campaign for their newly launched perfume (Reinartz and Saffert 2013).
  3. Market situation in terms of gaining an insight into the performance of the contemporary companies and organizations dealing in perfumes.
  • Inclusion of a summary on the identified target audience would help in the calculation of the estimated costs for manual labour that is required for the advertising campaigns. Within this, accumulation of the legal and ethical constraints would validate and authentic the budget (Bart, Stephen and Sarvary 2014).
  • Apart from this, presence of information on the budget allocation and the itinerary of the activities related to the advertising campaign would align with the needs, demands and requirements of the advertiser.
  • Organizing frequent meetings with the client would help the personnel to receive minute details of the perfumes, which might prove useful during the campaign (Abraham et al., 2015).
 

Itinerary for the activities related to the advertising campaign

  • Confirmation regarding the length and time duration of the advertising campaign is an essential component to be included within the briefings of the campaign.
  • As a sequential step, identification of the service providers helps the personnel to complete the related tasks such as hiring of the expertise, costs negotiation and availability of manual labour and raw materials (Myers et al., 2015).
  • Consideration of value for money and merit basis for fulfilling the requirements of the service providers projects the true purpose of selecting the service providers. Exposure of wise approach in this direction reflects the adherence and compliance to the legal and ethical issues.
  • Apart from this, keeping sufficient and adequate time for meeting the media personnel would help the personnel to successfully achieve the identified objectives (Sizov and Piller 2016).
  • Setting milestones for evaluating the exposed performance would prove beneficial for the personnel aspiring to advertise their newly launched perfumes. Maintenance of consistency in the execution of evaluation would help the personnel to examine the effectiveness of the estimated expenditure in the budget as well as the scheduled activities. Moreover, evaluation would bring to the forefront the potential drawbacks in the exposed performance (Wright 2015). Frequent meetings and conferences with the clients would help the personnel to rectify these drawbacks, which would result in the widespread promotion of the newly launched perfume.
  • Bringing changes within the activities would act as an agent in luring the customers towards the brand, which would enhance and upgrade the standard of the business amidst the competitive ambience of the market (Moriarty et al., 2014).

Bearing in mind the above specifications, the following timetable can be made for the advertising campaign:

Activities

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Meeting and conferences for drawing rough sketch of the campaign

 

 

 

 

 

 

 

 

Site selection

 

 

 

 

 

 

 

 

Approval for site selection

 

 

 

 

 

 

 

 

Calculation of budget

 

 

 

 

 

 

 

 

Evaluation

 

 

 

 

 

 

 

 

Purchasing raw materials

 

 

 

 

 

 

 

 

Examining the purchased materials with the identified objectives

 

 

 

 

 

 

 

 

Allocation of raw materials

 

 

 

 

 

 

 

 

Initiation of the campaign

 

 

 

 

 

 

 

 

Evaluation

 

 

 

 

 

 

 

 

Table 1: Gantt chart for advertising campaign of Encounter fresh perfume

 

References

Abraham, M.M., Brown, M.A., Chase, S., Maccarelli, C. and Ramdeholl, W., Comscore, Inc., 2015. Determining effectiveness of advertising campaigns. U.S. Patent Application 14/753,481.

Bart, Y., Stephen, A.T. and Sarvary, M., 2014. Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions. Journal of Marketing Research, 51(3), pp.270-285.

Molitor, D., Reichhart, P., Spann, M. and Ghose, A., 2016. Measuring the effectiveness of location-based advertising: A randomized field experiment.

Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.

Myers, R., Kang, D. and Guerin, H., Vungle, Inc., 2015. Systems and methods for selecting an ad campaign among advertising campaigns having multiple bid strategies. U.S. Patent Application 14/677,952.

Reinartz, W. and Saffert, P., 2013. Creativity in advertising: When it works and when it doesn’t. Harvard business review, 91(6), pp.106-111.

Sizov, S. and Piller, S., 2016, May. Economic value of web keyword advertising campaigns. In Proceedings of the 8th ACM Conference on Web Science (pp. 117-126). ACM.

Wright, G., 2015. Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns.

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