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Advertising campaign checklist


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Advertising takes one of the pivotal roles in marketing system of company. Companies invest a lot of money into advertisement to promote and sell their products and services. This checklist is aimed to help companies to hold efficient advertising campaign.

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1. Conducting researches and defining objectives

  • Making competitors analysis (direct and indirect competitors and their advantages, weaknesses and strategies)
  • Researching growth of the industry
  • Determining key market segments
  • Identifying the crucial points of difference between your business and the competitors'
  • Estimating the unique features of your product/service
  • Defining current demand for your product/service
  • Defining objectives according to premises
  • Setting exact and comprehensive objectives (e.g. increase sales to 15%)

2. Researching factors influencing on target audience

  • Defining demographic characteristics (e.g., age, sex)
  • Defining psychographic characteristics (e.g., activities, interests, opinions)
  • Making a decision

3. Setting responsibilities

  • Determining employees responsible for advertising campaign
  • Delegating powers
  • Defining level of responsibility
  • Choosing advertising agencies to be involved in the advertising campaign
  • Defining functions for adverting agencies

4. Creating advertising concept

  • Learning peculiarities of target audience
  • Learning characteristics of product/service to be advertised
  • Defining competitive advantages of product/service
  • Choosing methods of positioning product/service

5. Defining a list of optimal advertising media to be applied

  • Outdoor advertisement
  • Poster, booklet
  • Radio
  • Television
  • Internet
  • Newspapers and magazines
  • Direct emailing

6. Creating advertising messages

  • Choosing a model (AIDA, AIDMA, ACCA, etc.)
  • Defining factors in message development
    • Customer - target audience
    • Company - product/service
    • Competitive Positioning
  • Structuring message
    • Appeal
    • Value Proposition
    • Slogan
  • Testing message
  • Choosing a medium for advertising implementation

7. Budgeting

  • Drawing up promotional plan
  • Estimating costs allotted for advertising and promotions
  • Creating advertising and promotional materials
  • Estimating costs for each advertising media
  • Determining pricing strategy:
    • Briefing pricing techniques
    • Setting retail costing and pricing (for retail businesses only)
    • Setting multiple pricing (for service businesses only)
    • Determining your current competitive position
    • Pricing below competition
    • Lining price
    • Defining Service components
    • Estimating labor costs
    • Estimating material costs
    • Estimating overhead costs

8. Scheduling and timing

  • Creating detailed plan of primary publicity events (usually tabular)
  • Defining advertising duration and recurrence
  • Defining advertising order,...

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