Analysis of Ad Campaign
Analysis of Ad Campaign
Analysis of Ad Campaign
Advertising Campaign:
Advertising campaign is a series of advertisements, messages that share a single idea and
theme which make up an integrated marketing communication (IMC).
Advertising Campaigns are the groups of Advertising Messages which are similar in nature.
They share same message and themes placed in different types of media at some fixed
times. The time frames of advertising campaigns are fixed and specifically defined.
Market research: Before you even start thinking about where you might want to
place an ad or even what it could look like, its important to do at least some basic
research. Even if you arent in a position to bring in an expensive research firm, you
can ask your current customers questions about why they come back to you, as well
as taking a close look at your target demographics needs and interests.
2.
Budgeting: Your business probably has a set advertising budget for the year but
how do you divvy it up between your various advertising projects? For each project
youre planning, you need to be clear on just how much money youre willing to spend.
Youll almost certainly change exactly how you divide it between costs like copy
writing and design, but you can treat the overall amount as set in stone. Write it down
and put it in your project folder.
3.
Setting goals: The aims you have in mind for a particular advertising project need to
be written down ahead of time. While its good to be ambitious, its also important to
decide what constitutes a successful advertising campaign for your business. Sales
can be the simplest metric: if youre advertising a particular product, how many units
will you need to sell to pay for that campaign?
4. Advertising venue: The website, tv station, newspaper, radio station, magazine or
other advertising venue you place your ad with is a crucial decision. Youll need to
look at not only the cost of your preferred venues but also whether they reach your
target demographic. Ad buys can make up a significant portion of your budget.
Deciding on where you will place your ads first tells you how much money youll have
left over for actually creating your ad.
5.
Choosing creatives: Unless youre planning to write, shoot and design every part of
your ad, youll probably need to bring in some help. Finding the right freelancers for
each aspect requires checking through portfolios and rates if you can find a
business or freelancer who can handle all aspects of creating your ad, even if that
means subcontracting, it can save you a lot of time. Youll also want to make sure that
you find any talent youll need for your ad (voice actors for radio, models for
photography and so on).
6.
Design and wording: While you may not have a lot of actual writing and designing
to do for your ad, during the creation process you will need to review and sign off on
different stages of the project. When starting with a new designer or other creative,
make sure that you both know any expectations for timelines and progress checks.
7.
Placing the ad: Once you have a finished ad in hand, its time to actually place it
with your preferred advertising venue. You may have a few contracts to sign and a
check to hand over. Youll also want to make sure you actually see your ad once its
run from a newspaper, for instance, youll want to see the tear sheets of pages
containing your ad.
8.
Evaluation: Depending on your ad, how you evaluate it can vary. If it included a
coupon, for instance, you can simply count how many customers brought in the
coupon. For other ads, you may be simply comparing sales before, during and after
your advertising campaign. Spend as much time on analysing how your advertising
campaign worked as you can. That information can point you to more effective uses of
advertising in the future.
INTRODUCTION
Four years back on 2nd April, a group of friends escaped a heart attack when Team India's
captain cool Dhoni hit a six and lifted the ICC World Cup in Mumbai. A thrilling match against
rivals since the period of mythologies Sri Lanka, had their hearts in their mouths and praying
at the end of every over for the ad #BleedBlue to be aired.
It was one of their umpteen number of superstitious move to see Tendulkar, Yuvraj, Dhoni or
Virat to say "Boundaries are meant to be broken" and hurled abuses to anyone who even
dared to hum the tunes of "Come on India Dekha Do", a song by Shankar Mahadevan from
the promotional of the year of 1999 World Cup when India stood sixth.
One such opportunity, or shall we say 'mauka', came to Bubblewrap Films recently, when
Star Sports asked the production house to create a campaign around the ICC World Cup.
With the creative ideas coming from Star's Mustafa Rangwala, the team behind the 'Mauka
Mauka' campaign set to work - never imagining that it would gather such popularity in so
short a time.
As far as research is concerned the production Company (Bubble Wrap Films ) took
inference from the Ane Do Campaign of Asia Cup 2012, though India lost that series.
II.
The Target Audience was very clearly defined for this campaign - all the Indian
Cricket fans for whom cricket is like a religion.
III.
The Theme of this campaign revolved around Pakistan not winning any of the 6 world
cup matches against India since 1992, ever since Pakistanis have not got a reason to
celebrate and if they beat India this time, they will finally get a chance to burst those
crackers.
IV.
All these advertisements were aired continuously before all the Scheduled matches
of India. The medium chosen for this was Television Commercials, Internet, etc.
V.
Bubble Wrap Films came up with a new advertisement every time India had a match
and the Actor who played the Pakistani boy is seen with that big box of cracker,
wearing different jersey.
VI.
This campaign got widespread appreciation and got hit instantly, it got 2.3 million
views on YouTube within a time span of 3 weeks. Various Trolls and Memes were
also made on this campaign.
The Mauka campaign has certainly put the six-month-old Bubblewrap Films on the map. As
Triveni says, "We are the true underdogs and we love the attention."
Copywriter
Craig Allen
Production
Company
MJZ
Target Audience
Female Audience
across the Globe
what old spice being a mens brand was targeting females? Yes, they did it on
purpose they wanted to change the male perception and wanted their girlfriends and
their wives to do this.
iii.
iv.
As this advertisement was for a very short duration it had to be timed very
effectively so that its positioning doesnt go haywire. This advertisement was
placed among popular television series and they came up with a brilliant idea
where old spice fan could record personalized videos and post them on
twitter.
v.
The advertisement got a huge support and as a result of this sales of old
spice went up Robert Wong, chief creative officer Google Creative Lab said
whats mould-breaking about this campaign is how it connects with its fans.
Ashton Kutcher and Demi Moore also did their version of the old spice
advertisement.
In 2006, Ogilvy & Mather Campaign for Real Beauty website focused on the creation of one
or more of the viral video campaign looking for further expansion. This is the first daughters,
mothers and daughters of beauty and beauty industry with the modern view of what was
written on a piece of interview-style. movies, girls, girls touching on the issues of today. Dove
beauty of the girls and young women who honor the Fund might not be any more apt to
support a campaign through the statistics show. and "Beauty suppress" a series of short
films was built for the production of tension "to activate the mind." The Daughters of leaving
the budget (C $ 135,000 [16]) with the evolution of the proposed construction of Man art
director Tim Piper, pushing the idea. This website and see the girls featured workshops, visit
the Campaign for Real Beauty. Evolution, produced by Ogilvy onslaught and Amy.
In April 2013, the Dove Real Beauty Sketches by video titled Hugo Veiga was published as
part of the campaign. This viral public and the mass media is a powerful emotion. [3] In the
video, you can see some of his themes and sketches by the artist. Women Kobani on the
last day of the meeting strangers. Compared with the image of a stranger, I skits are almost
always more flattering, is not clear. women, to create a strong feeling differences.
In October 2013, Free Me, Dove, and the cooperation between the World Association of Girl
Guides and Girl Scouts, self-esteem and body confidence "to improve girls, were put into
operation.
Dove is a brand that is women centric and encourages women to look beyond
the conventional perspective, as a result of this demeanor of Dove they came
up with a whole new Idea of What real beauty actually looks like, according to
them it was defining your own self and not being held back, break free, be
bold, and find a road to follow.
ii.
The target audience for this campaign were women across the Globe.
iii.
iv.
This campaign started in London and Canada with billboards asking motorists
to vote on whether the women pictured were fat or fit ? Or wrinkled or
wonderful. Then they used interactive media wherein women were called and
were asked to describe themselves and a sketch artist would make their
sketch without looking at them, and in another advertisement on similar lines
women were asked to walk through labeled doors which read Average and
Beautiful.
During the life of this campaign the sales of dove rose from $2.5billion to $4billion
REFRENCES
www.ama.org/resources/Pages/Dictionary.aspx
Belch, George, and Belch, Michael, eds.2004. Advertising and Promotion: an integrated marketing
communication perspective. McGraw-Hill/Irwin
www.managementstudyguide.com/advertising-cmapaigns.htm
www.adage.com/lp/top15/#manyourmancouldsmelllike
www.adweek.com/news/advertising-branding/old-spice-campaign-smells-sales-success-too-107588
http://www.adageindia.in/marketing/cmo-strategy/is-stars-mauka-mauka-the-greatest-cricketcampaign-ever/articleshow/46664736.cms
https://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty
http://www.afaqs.com/news/story/43502_Meet-the-team-behind-Star-Sports-Mauka-Mauka-films
https://www.quora.com/Who-is-the-person-team-behind-the-creative-star-sports-ads-mauka-maukaof-cricket-world-cup-2015