How to launch successful advertising campaign by using design thinking framework? how to run successful marketing campaign? components of advertising campaign 360 Advertising Campaign 360 advertising campaign and execution

4. Campaign
• 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.

7. Invention and Innovation
Invention
Creation of
Something New
Results in New
Knowledge
Innovation
Transformation of
an idea or
resource into
useful application
Results in new
products or
service or process

8. It’s genetic
30% Creativity Inheritance
70% Creativity Learned

9. 5 Major Barriers to creativity
Pattern Thinking
Tendency to follow current practices.
Fear of failure Lack of belief
Tendency to think
too narrowly

10. Where do innovative ideas come from?
Creative Thinking Lateral Thinking
Associational Thinking Right Brained Thinking
Associating
Ability to connect seemingly unrelated ideas and put them
together in new ways

11. 3 Simple Question to evaluate
your ideas
What is the compelling need
that is not currently being
met?
The Need
Who is the target market who
has this need?
The Market
How your product or service
is better or unique?
The Value Proposition

27. Assignment
How might we fulfill our parents'/loved one's
expectations to make them happy?

28. Forms of Advertising Campaigns
• Local market campaign
• Entire region campaign
• National campaign
• Pioneering campaigns: introduce new products
• Competitive campaigns: Emphasize competitive superiority to retain the present
market and to expand it either by increasing the products consumption or by
wearing the customers away from a competitive brand

29. Classification in terms of media
• Direct mail campaign
• Newspaper campaign
• TV campaign etc
• On the basis of campaign’s purpose:
• Direct action campaign: where a customer is expected to buy a product
• Indirect action campaign
• Product promoting campaigns
• Corporate image promoting campaigns

30. CAMPAIGN PLANNING
• PARAMETERS OF CAMPAIGN PLANNING:
• Total advertising budget
• Media availability
• Consumer profile
• Product profile
• Campaign’s duration & its timing
• Advertising & marketing objectives
• Distribution channels
• Marketing environment including pressure groups & competitors

31. POINTS TO BE CONSIDERED WHILE
PLANNING AD CAMPAIGN
• Identify the problem
• Budget
• Pre testing
• Target audience
• Media selection
• The language
• Visual & the copy
• Timing & duration
• Post testing
• Effect on sales

32. Advertising strategies
• It describes how to achieve communication objectives. Two
components:
• Creative strategy: describes what we are going to say
(content) & how we are going to say it (style)
• Media strategy: in which media & at what time message will
be put across.

33. 360 Campaign

35. Thanks