Marketing Campaign

7 Key excerpts on "Marketing Campaign"

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  eBook - ePub

  Advertising Campaign Design

  Just the Essentials

  • Robyn Blakeman(Author)
  • 2011(Publication Date)
  • Routledge

    (Publisher)

  Successful engagement must also ensure all internal and external contacts are working from the same page and are integrating knowledge in three key ways: (1) by offering quality products the customer needs and wants; (2) by using the talents of educated employees who both understand and know how to market the product or service; and (3) by presenting a brand that offers the target a relevant reason to buy. Internal or corporate employees such as customer service representatives need to know what the external advertising efforts are saying and promising. Any problems can affect the brand’s or service’s image.

  Alan Mitchell, in an article appearing in the Journal of Marketing Management, sums up coordinated internal and external messaging this way: “An organization can only ‘walk the talk’ when its managers deliberately shape its internal reality to align with its brand promise…. [The brand’s] values must be internalized by the organization, shaping its instinctive attitudes, behaviors, priorities, etc.”

  What Makes a Campaign a Campaign?

  Basically, an advertising campaign can be defined as a family of ads that shares a visual/verbal identity and promotes a single idea to a defined target audience. Multiple targeted media vehicles are used to reach the intended audience with a specific message about a particular product, service, or company. A multimedia campaign’s job is to introduce a project or service, create an identity, build increasing awareness for the product or service, and promote a sale.

  A campaign can be directed at either a business or a consumer. Either way, it is safe to say that research has already identified the target’s needs and problems: The goal of all advertised messages—and the first step in engaging consumer interest—is addressing those needs and solving those problems. Ineffective messages often recognize the problem yet fail to offer a solution.

  Although the visual/verbal style of a campaign is delivered through multiple media vehicles, it is defined by a very individualized and personalized repetitive voice and creative style. The tone set by this voice and style will reflect the brand’s identity, use, and reputation—often for years.

  It takes more than a good idea and a coordinated look to ensure a campaign’s success. Good timing, appropriate media use, and a bit of old-fashioned luck are also required. While it used to be common to see almost every campaign launch use traditional media, today’s inventive and highly targeted campaigns may ignore traditional vehicles altogether. Quite often, media choices will rely on vehicles more customized to reach the target, among them the Internet, direct mail, sales promotions, and mobile or social media outlets.

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  Planning Programs for Adult Learners

  A Practical Guide

  • Rosemary S. Caffarella, Sandra Ratcliff Daffron(Authors)
  • 2013(Publication Date)
  • Jossey-Bass

    (Publisher)

  Chapter 13 Organizing Marketing Campaigns

  A CRUCIAL TASK of the Interactive Model of Program Planning is to target the right audience for the program being planned. The targeting or marketing process is an essential component of the program planning process but one that most program planners have not been trained for or know how to do. With increased competition for education and training programs for adults in many sectors, this need for program planners to develop and conduct Marketing Campaigns, whether online, in print, or by word-of-mouth, is vital in situations where participation is voluntary, funds are limited in terms, and potential participants have little or no affiliations with the sponsoring organization. Program planners know that if the marketing strategies they use are not eye-catching or appropriate for their intended audience, the program they have so carefully planned may have to be cancelled, which does not bode well for marketing future programs to this same audience.1

  In this chapter we first address how marketing is defined, and follow with an overview of what goes into creating a Marketing Campaign, and in-depth descriptions of each of the elements of the Marketing Campaign, starting with conducting a target and contextual analysis. Next we explore the need to consider the competition in marketing programs, and the concept and use of organizational branding. After reviewing the importance of selecting and developing clear and concise marketing messages, we examine the various promotional materials and tools that are used to ensure the messages are packaged well. We look at the more traditional materials, such as brochures and posters, and tools that are used in online promotion, such as web sites and social media. The chapter closes with a brief discussion of implementing Marketing Campaigns.

  Defining Marketing

  Kotler (1987) defines marketing as “the function of . . . [an organization] whose goal is to plan, price, promote, and distribute the organization’s programs and products by keeping in constant touch with the organization’s various constituencies, uncovering their needs and expectations for the organization and themselves, and building a program of communication to not only express the organization’s purpose and goals but also their mutually beneficial . . . products” (p. 5). These tasks—to find out who our constituents are, what their needs are, and how to market to them—are not easily understood or carried out (McLeish, 2011). Communicating a message that programs are useful and meaningful to potential participants is critical in ensuring participation. In addition, marketing also has two other purposes: to communicate the mission of the organization and its programs, and to convince others of the value of the organization’s work to the community and the funding or sponsoring organizations (Birkenholz, 1999; DiAddezzio, 2012).

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  Digital Marketing in Practice

  Design, Implement and Measure Effective Campaigns

  • Hanne Knight, Lizette Vorster(Authors)
  • 2023(Publication Date)
  • Kogan Page

    (Publisher)

  digital Marketing Campaigns are more operational and tactical in their execution and usually run over a much shorter time frame.

  KEY TERM

  Digital Marketing Campaigns A digital Marketing Campaign is a focused, tactical initiative to achieve specific digital marketing goals.

  SOURCE Rego, 2017

  This key term definition highlights one of the essential differences: the time factor. Whereas a digital marketing strategy should be set for several years, a digital Marketing Campaign can be executed in a few weeks. Some campaigns are instantaneous and last only a few hours to a couple of days. This can be the case when businesses aim for content to go viral within a brief period. Overall, one can describe digital Marketing Campaigns as the individual building blocks that together form the execution of the overarching marketing strategy.

  Unique features of digital technology in Marketing Campaigns

  Digital technology enables many different channels and forms of execution to be used when it comes to digital Marketing Campaigns. The opportunities that digital technologies offer in executing digital Marketing Campaigns are endless. In the following section, we will discuss the unique features of digital media and how they aid in running a successful digital Marketing Campaign.

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  Marketing Skills in Practice

  Developing a Successful Marketing Career

  • Linda Anne Barkas, Yvonne Dixon-Todd(Authors)
  • 2023(Publication Date)
  • Routledge

    (Publisher)

  Marketing is the process of identifying, anticipating, and satisfying customer needs and wants through the creation, promotion, and distribution of products or services. It involves researching and understanding target markets, developing, and positioning products and services, creating effective communication strategies, and building and maintaining relationships with customers. Marketing involves a range of activities such as market research, product development, pricing, advertising, promotion, and distribution. It also includes building and managing a brand, analysing customer feedback and data, and constantly adapting to changing market trends and consumer behaviours. Overall, the goal of marketing is to create and deliver value to customers, build long-term relationships, and ultimately drive business growth and profitability.

  The authors agree with the AI chat box here! Yes, this is an excellent summary of what marketing is. The nuances mentioned earlier, however, are in how best to conduct all these activities and be successful – and indeed, be more successful than your competitors! And while computer technology is becoming a huge part of marketing, it is still us, humans, who are making the data informed decisions!

  FIGURE

  1.4

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  Information Marketing

  • Jennifer Rowley(Author)
  • 2017(Publication Date)
  • Taylor & Francis

    (Publisher)

  • the nature of the product and, specifically, how much personal support is needed in the decision-making process associated with the choice of the product, and other factors that determine the need to establish a relationship between the customer and the provider. In many information environments, the user needs support and training in the use of products, and in service contexts a relationship is important in encouraging repeat visits and continued patronage;

  • the target audience for the communication, and the medium through which they can most easily be reached;

  • the lifecycle stage of a service or product. Promotion for new products is concerned with raising awareness; later in the lifecycle, sustaining relationships and fending off competition might require different media channels;

  • the marketplace situation and, in particular, the degree and nature of the competition and the promotional channels used by competitors;

  • the available budget!

  ADVERTISING CAMPAIGNS

  An integrated marketing communications package is not achieved through a series of random promotional initiatives. Organizations that seek to communicate with large consumer audiences plan and execute advertising campaigns. These ensure that a common theme is communicated through a series of messages placed in selected media, chosen for their expected cumulative impact on the target audiences. Such campaigns may run for varying lengths of time. Some organizations run them on an annual basis, such as a drink-and-driving campaign that might be run each Christmas. Libraries might run such campaigns for National Book Week; academic libraries might do so at around enrolment periods to heighten awareness of new students to library resources. Typically such annual campaigns have a common theme, but the theme needs to be communicated in different ways in each year. The stages in an advertising campaign parallel those described below as the stages in the design and implementation of communication strategies.

  A key issue in the planning and execution of an advertising campaign is allocation of the responsibility for it. There are three options:

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  CIM Coursebook 08/09 Marketing Management in Practice

  • Tony Curtis, John Williams(Authors)
  • 2012(Publication Date)
  • Routledge

    (Publisher)

  There are different types of marketing communications campaign. An educational campaign targets a specific audience with information that benefits the consumer, for example health-related matters, or how to obtain benefits. A Marketing Campaign promotes, for example, a new service or product, or repositions an old service or product, and focuses on price, promotion and product. A public relations campaign would focus on image and name recognition. The following is an example of an integrated campaign that was the result of extensive research carried out over a year involving marketers and professionals working in the anti-drug field.

  Insight: The US National Youth Anti-Drug Media Campaign

  The campaign’s five-year initiative to reduce and deglamorize youth drug use targets middle-school-age adolescents (approximately 11–13 years old), parents and other influential adults. The integrated communications campaign delivers anti-drug messages to kids and parents where they live, work and play through advertising, the Internet, movies, music and television, public education efforts and community partnerships. The campaign will spend about $180 million per year in advertising – and receive a pro bono match of equal value from the entertainment industry, media, corporations and other advertisers – to expose young people to innovative anti-drug messages that reinforce the ads. For more than a year, TV ads have run nationwide during prime time. Nearly a year of research went into designing the campaign. Hundreds of specialists were consulted, including experts in behaviour change, drug prevention, teen marketing and advertising communications, as well as representatives from professional, civic and community organizations. The campaign will be constantly monitored, evaluated and updated to ensure that it effectively reaches teens and their parents.

  http://www.mediacampaign.org/newsroom/factsheets/overview.html

  Who is the Target Audience?

  Communication should be tailored to meet the needs and interests of a given audience. Does the audience comprise potential buyers, current users, deciders or influencers, individuals, groups, or the general public? Are the members of the target audience consumers, businesses, non-profit organizations or government agencies? The target audience is a critical influence on decisions about what to say to whom, when and how.

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  Marketing Communications

  Objectives, Strategy, Tactics

  • John R Rossiter, Larry Percy, Lars Bergkvist(Authors)
  • 2018(Publication Date)
  • SAGE Publications Ltd

    (Publisher)

  Even the packaging and labeling (of the salespersons too!) say a lot about the brand. Second, all marcoms strive for “commonality” between the marketer’s intended communication message and the customer’s interpreted communication message. More precisely, given our emphasis on branding, the commonality must be achieved between the marketer’s intended positioning of the brand and the customer’s perceived positioning of the brand. Marcoms, or marketing communications, therefore, is best defined as marketer-originated messages, placed in various media, their purpose being to sell the brand by showing it, saying things about it, or both, in a manner that establishes the marketer’s desired position for the brand in the minds of target customers. The two major forms of marcoms, from this book’s perspective, are advertising and promotions (PR and personal selling are covered in separate chapters in the final section of the book). The respective definitions of advertising and promotion, examined next, reveal how the two marketing communications activities differ yet are aimed at the common objective of selling the brand of product or service. Advertising Defined “Advertising” comes from the Latin verb advertere, which means “to turn toward,” and more specifically from the verb animadvertere which means “to turn the mind toward.” The Latin roots indicate that the purpose of advertising is to “turn the mind” of the prospective customer “toward” the brand. Functionally speaking, there are three main forms of advertising, defined as follows: Brand-building advertising – Brand-building advertising refers to ads that are placed in mass media, such as TV, radio, cinema, newspapers, magazines, and outdoor. It is “mind turning” in its purpose rather than directly seeking purchase of the brand or brand-item. A good example of brand-building advertising, again for Coca-Cola Classic (although it was simply called Coca-Cola back then) is shown in Exhibit 1-4

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