SEM 3 : ADVERTISING CAMPAIGNS

First Week :RESEARCH

Advertising campaigns is a specific course of action designed to advertise a company or product. They share same message and themes placed in different type of medias. The objective of an advertising campaigns is to inform people about your product, persuade them to buy the product, make customers remember your product. To start a campaigns do a research for the product, know the target audience, set a theme, selection of media and media scheduling.

There are PRINT media and DIGITAL media can used on campaigns. Print media included newspaper, magazine, banners, outdoor billboards, posters on bus, subways, trains and so on. Digital media are radio, television, email, social networking, website and internet banners ads.

All campaigns do not have fix duration. Some campaigns are seasonal and some run all year round. All campaigns different  in timings. Some advertising campaigns are media based, area based, product based, and some are objective based. Advertising plays a very important role nowadays. Advertising is one thing which has become a necessity for everybody in day life.


Promotion is divide to two ways which is above the line and below the line.

ABOVE THE LINE  

Which is paid for directly and mostly are digital ways. This type of advertising is useful to promoting product or service the target audience can go wide that you can't imagine it. These all are through media such as TV and Radio advertising, web banner, social networking, print ads, magazine and newspaper.

BELOW THE LINE

The methods of promoting a product that do not use direct advertising .These include public relations, such as getting stars to endorse products or services. Basically all about print ads, newspaper, magazine, banner. The target audience is limited and certain area. Example:  newspaper in local only. In addition, above the line is much more effective when the target group is very large and difficult to define. But if the target group is  limited and specific, it is always advisable to use "below the line"promotions for efficiency and cost-effectiveness.

Element of Print Advertising 

Headline  
- A short piece of text usually in larger type, designed to be the first words for the audience to read.

Layout
- Is the way you put all the element together to create the final ad. 

Graphic element 
- Photography, illustration and logo symbols. 

Size and shape
- Newspaper and magazine placement fees are based on ad size. The exact dimensions may vary by publication, but are priced as fractions of page. Some location, like the back cover will cost more.

Call to Action
- Don't just tell the readers about your product, urge them to take action. Example set a time limit and call to action statements include: " Call today to reserve your copy", "Only the First 50 customers receive a free gift, First come first serve"

Contact information
- AD should  include the address and phone number for your store, along with any other information a reader needs to follow through on your call to action.