ADVERTISING CAMPAIGN MANAGEMENT

1. Means-End chaining 
2. Method of laddering as guides to creative
3. Advertising formulation

A. MEANS-END CHAINING

Introduction

It is likely to cultivate a model of consumers’ cognitive and intellectual structure that will provide picture of all of these features. Means are objects (like products and services) or activities that people engage in (reading, running, travelling, etc.). Ends are valued states of being, such as happiness, security, accomplishment. 

A means-end chain is well-defined as comprising of an interconnected set of cognitive components that permits an individual to select objects or activities that enable him to achieve his desired end states. Thus, the means-end chain permits to focus on the basic aims of consumers have in life while not losing sight of how these aims influence choices in specific situations. 

The process of categorization is proposed as the mechanism by which consumers organize thinking about specific product alternatives so as to create selections of products which will be instrumental in helping them achieve their values. If this connection can be made, the bases consumers have for creating sets of similar products will be understood more systematically.

Elements of Means-End Theory

1. Attributes

Attributes are the basic characteristics of the product, such as physical or technological. For Example: A person who buy a tablet device because it offers the same capabilities as his laptop.

2. Benefits and consequences:  

Benefits and consequences consider how useful the products are. 

For Example: A person who travels a lot for his job. He buys a tablet because it is easier to carry around than his heavy laptop. The benefit is that he no longer has to carry the heavier laptop.

3. Values

Values consider your customers’ ego. 

Ego is the amount of pride which associates with using branded product (Like Apple brand). 

For Example: When person buys Apple Company’s tablet because it is new and sensational, and carrying it from one place to another makes him feel like he/she is a part of a high-class club.

A company is most effective and prosperous when they are able to use all above three components of the means-end methodology in their marketing. This means that company should consider features, benefits and consequences, and values when introducing a new product or transforming an old one.

B. METHOD OF LADDERING AS GUIDES TO CREATIVE

Introduction

The laddering is a technique to find out what people value. The method of laddering as guides to creative is a technique that is particularly helpful in drawing goals and essential values, and therefore, perhaps helpful during early stages of creativity.  The creative advertisements are more effective in motivating people to buy products than advertising that simply list with product benefits and features. 

According to Stephan Vogel, Ogilvy and Mather Germany’s chief creative officer, “Nothing is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.” However, categorising products benefits comprises finding out what the consumer really needs and wants, not just listing a variety of product features. 

Laddering of creative techniques

Laddering is a way of establishing a framework from which points of departure for a creative work can be initiated. It mainly a material recognized by answering general ideas and specific ideas of creativity. The ideas ladders form an edge for creative work and it start from the starting point of the specific ideas. There are five laddering of creative techniques are as follows:

1. Problem definition

Problem definition together with problem analysis and other all features associated with defining the problem clearly.

2. Idea generation

In idea generation the divergent processes of coming up with idea.

3. Idea selection

In idea selection the convergent process of dropping all the many ideas in to realistic resolutions. 

4. Idea implementation

In idea implementation step the marketers or researcher turning the refined ideas in reality.

5. Processes

In this step marketers or researchers identifying the structures and methods which look at an entire process from start to end of the creativity processes. 

Case study

Laddering creative techniques (Regular Beer versus Craft Beer)

Regular bear is generally mas manufactured and is usually a pale yellow that is delight in ice cold and large volumes. However, Craft bear centres more on flavours and habitually has higher alcohol content than regular beer.

Crafted Beer

Regular bear 

Laddering techniques of the specific ideas versus to general ideas

The specific ideas

The craft beer centres more on flavours and habitually has higher alcohol content than regular beer. It is a complex mix of ingredient ands and processes that lead to the winning position in the world of craft beer. 

The craft beer follows from years of small innovations in critical elements of the processes. Here the craft beer society wants its members to be like the best of their beers, with hidden depths of course, but also with an amber quality. 

The general ideas

The general ideas come from the derived themes like points of departure which can be further developed in a potential text. For example crafted beer brings revolution in beverages industry with breaking down in to many types and flavours that make up a successful drink.  

C. ADVERTISING FORMULATION

Introduction 

Advertising formulation is the process of defining a campaign goals and objectives. It allows formulators to create a guide. It studies the market and uses that figures to regulate what campaign methods will be best at reaching consumers and desirable them to seek out the business service. 

Advertising formulation is defining what you want to achieve in terms of promotion. It could be as simple as allowing prospective customers know what you sell, and how your product can benefit them. The general objective of an advertising campaign is to informing people about the product, convincing buyers and make product available to the customers. The steps of advertising formulation are as follows:

1. Research

The first step is to do a market research for the product to be advertised. One needs to find out the product demand, competitors and others. 

2. To know the target audience

In the first step are needs to know who are profitable to buy the product and who should be targeted audiences. 

3. Setting the budget

In this step is to set up the budget keeping all the elements like presentation, media, and other work formalities, etc. which have role in the progression of advertising and the places where there is a need of funds. 

4. Determining the theme of advertising

The theme of the campaign has to be based on the colours, size, shape, graphics, music, jingle which are used in the advertising to promote the brand. 

5. Selecting suitable media channels

The selection of appropriate media should be the one will which reach the target customers. 

6. Media scheduling 

The scheduling of media channels suitably helps to reach target consumers at the right time or right place. 

7. Executing the campaign

At the end the campaign has to execute and then the feedback should be taken. 

References

1. Thomson Learning, How to Get into Advertising 
2. The Guardian, Tips to getting a job in Advertising 
3. Kogan Page, Careers in Marketing, Advertising and Public Relations  
4. Diana Woodburn, Key Account Management: The Definitive Guide 
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10. Zoltan Acs, “How Is Entrepreneurship Good for Economic Growth?” Innovations, March 2006.
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14. Audit Bureau of Circulations (ABC), 2001. “Ecirc 2001” 
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23. Soper, Spencer (19 September 2018). “Amazon Increases Ad Market Share at Expense of Google, Facebook”. Bloomberg L.P.

Question bank

1. Discuss the types of advertising agencies.
2. Describe three integral aspects of the media buying process.
3. What are the advantages and disadvantages if in-house agencies?
4. What are the role and functions of advertising agencies? Explain
5. Describe the role of account planning in advertising.
6. Give a brief note account planning process.
7. How to build and maintain customer relationships? Discuss
8. Define the term of 3 P’s of service.
9. Discuss in detail the Gaps Model of servıce qualıty. 
10. Analyse the each stages in the client-agency relationship. 
11. How Agencies Gain Clients? Discuss
12. Why Agencies Lose Clients? Discuss
13. What are the features of advertising? 
14. Analyse the role of account executives on timely communication in advertising.
15. What is Means-End chaining?
16. Explain the methods of laddering as guides to creative.
17. Analyse laddering techniques of the specific ideas versus to general ideas.
18. Describe the steps of advertising formulation.

Write short notes on 

1. Media buying
2. Account planner
3. Account planning process
4. Client servicing
5. 3 P’s of service
6. Agency client-relationship
7. Gaps model
8. Account executives
9. Means-End chaining 
10. Advertising formulation