Advertising campaign planning process ppt,business plan template free,web player cest quoi - 2016 Feature

Advertising Press on Your Side Creating a BIG Promotion Tutorial Unique Ideas Promotion Articles Online Tools This is our article database. O prezentare animata si atractiva, care va rula pe un ecran de calculator la standul companiei dumneavoastra sau in timpul expunerilor pe care le faceti la o conferinta, actioneaza ca un agent de vinzari virtual. In plus, un astfel de mini CD elegant nu este ratacit atat de usor de catre cei care il primesc precum cartile de vizita obisnuite si cu siguranta va fi aratat mai departe si altor persoane. This content was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz in an effort to preserve the availability of this book. PDF copies of this book were generated using Prince, a great tool for making PDFs out of HTML and CSS. For more information on the source of this book, or why it is available for free, please see the project's home page. helps people like you help teachers fund their classroom projects, from art supplies to books to calculators. AwarenessThe first step in introducing a new product or brand: letting consumers know it exists. AssociationPairing the product with a positive message or image, aimed at giving the consumer a positive feeling about the product. ReminderA message aimed at helping consumers keep the product in mind and remember to buy it again.
Media planningThe process of choosing one or more media vehicles to reach the target audience and achieve the message objectives. Planning decisions include audience selection and where, when, and how frequent the exposure should be. Within the media agency, there are a few key people responsible for the planning and implementation of the campaign.
During the negotiation process, rates can change based on how much the advertiser will commit to, how long they will commit the funds, and other factors that support the business relationship. Media vehicle choice is driven by market coverageThe extent to which a given media vehicle reaches the target audience., which is the extent to which a given media vehicle reaches the target audience. Market coverage tells advertisers what a specific vehicle can do for them, but that doesna€™t mean that any one vehicle can do the whole job.
When she creates the media schedule, the planner considers factors such as the match between the demographic and psychographic profile of a target audience and the people a media vehicle reaches, the advertising patterns of competitors, and the capability of a medium to adequately convey the desired information. When she analyzes media, the planner assesses advertising exposureThe degree to which the target market will see an advertising message in a specific medium., the degree to which the target market will see an advertising message in a specific medium. ReachThe percentage of the target audience that is exposed to any of the media vehicles in the media plan during a specified time period.
A related term, frequencyThe average number of times that target consumers are exposed to the media plan., refers to the average number of times that target consumers are exposed to the media plan. Say that a media planner wants to be sure her advertising for the Rockstar energy drink effectively reaches college students. A media vehiclea€™s popularity with consumers determines how much advertisers must pay to put their message there.
Part of the media planning process includes keeping track of your target reach and frequencies so that you can measure success at the completion of the campaign. Continuity scheduling means spreading the media spend evenly across the duration of the campaign. With not a lot of money to spend, the California Avocado Commission (CAC) created an integrated campaign to a€?reach the consumer wherever he or she might bea€”in the car, at work, at home, in the grocery store and at restaurantsa€”with the a€?Irresistible California Avocadoa€™ message,a€? said Jan DeLyser, CACa€™s vice president of marketing.
To encourage retailers to put up an in-store display, CAC provided them with the POS materials. As media vehicles proliferate and consumers divide their time between TV, magazines, outdoor activities, computer games, etc., advertisers feel the need to diversify their media mixes. Media planning is the process of choosing one or more media vehicles to reach the target audience and achieve the message objectives.
Define and discuss impressions, reach, frequency, gross rating points (GRPs), and cost per thousand (CPM). The secret behind our success in PPC advertising is the meticulous planning and implementation of well organized and properly structured Pay per Click campaigns.
Pay Per Click managers at SMG Convonix, through our unique PPC campaign methodology and campaign tracking management system help you increase your sales while reducing your cost per click, thus leading to maximized ROI.
Based on your inputs and our analysis of your business goals during the requirement gathering stage, we will perform keyword research and come up with an exhaustive list of keywords, keeping in mind your area of expertise and your budget. Check out this awesome blog post on how to bury your competition in the competitive world of search & display advertising online. The basic criteria for setting up a goal of a search engine marketing – PPC campaign, is that it has to facilitate measurability.
Identify your advertising goals,  create relevant keywords and ads for each of these goals.
Set up the AdWords conversion tracking tool and reporting tools to analyze the performance of your ads. With one Google AdWords media buy, you can single-handedly accomplish what used to take a whole team of media planners.
The purpose of having Ad A and Ad B is to split test the effectiveness of each ad so that you test each ads effectiveness to improve your results by eliminating or improving the poorly performing ad.
Your destination URL must link to a working website and cannot link to an email address or a file. A new feature recently made available.Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. If your keyword is tennis shoes and you add the negative keyword -red, your ad will not appear when a user searches on red tennis shoes. Remember, no matter which matching options you use, it's important to only use keywords that accurately describe your product or service.

Relevant and original content  - Users should be able to easily find what your ad promises. Link to the page on your site that provides the most useful information about the product or service in your ad.
Navigation - Providing a short and easy path for a user to purchase or receive the product or offer in your ad. When ads are good, they connect you to products or services you’re interested in and make it easier to get stuff you want.
AdWords arrived in October 2000 to connect businesses, large and small, with consumers who were rapidly turning their attention online: Google Launches Self-Service Advertising Program. Consumers have higher expectations than ever because of mobile — they want everything right, and they want everything right away. Email is a big part of our everyday routines as a go-to place for staying in touch with family, friends and colleagues. Dynamic Search Ads are driving great results for businesses, and, as we announced last month, DSA is now more powerful than ever. Rich portfolio, good prices, hosting, important refferences, order on-line!, advertising, internet, outdoor, media, publishing, TV, commercials, promotion, romania, romanian, Bucharest, poster, promovare, reclama, campanii media, campanie, companie, company, network, franchising, communication, banner, baner, banere, piata, market research, marketing, professional, romanian advertising company, studii de fezabilitate, promovare, investitie, investment, marketing campaigns, marketing campaign, international advertising, eastern europe advertising company, indoor, trade publications, advertising rates, ce ofera gama completa a serviciilor profesionale de reclama si marketing pentru companiile romanesti si straine ce doresc sa atinga pozitia de leader pe piata romaneasca.
See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms. However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed. Thus, the first task for a media planner is to find out when and where people in the target market are most likely to be exposed to the communication. As the lead agency, SS+K was responsible for ensuring that the paid media, nonpaid media, PR, and asymmetric efforts all contributed to the goals set out for the campaign.
The media planner strategically lays out the plan with standard media rates in the budget line.
Starting in spring, media outlets will host parties and meetings with various media buyers, planners, and advertisers. For example, local newspapers, radio stations, billboards, and direct mail campaigns are cost effective when they target a population that lives in a specific region, whereas national newspapers, TV, and online are better for nationwide campaigns.
The planner must also consider factors such as the compatibility of the product with editorial content. Media planners speak in terms of impressionsThe number of people who will be exposed to a message that appears in one or more media vehicles., the number of people who will be exposed to a message that appears in one or more media vehicles. Frequency is important if the advertiser believes that consumers need multiple exposures to the campaign before buying the product or taking action.
She learns that 10 percent of the target market reads at least a few issues of Wired each year (thata€™s reach).
Television networks are concerned about the size of their audiences because their advertising rates are determined by how many viewers their programming attracts. Larger or longer ads cost more but provide more in terms of space to tell a story and exposure to catch the consumera€™s eye. But allocating the budget to thirty-second or fifteen-second spots improves the advertisera€™s reach. For example, MoA«t brand champagne traditionally uses flight advertising; it schedules the bulk of its advertising around the holidays and year end.
With pulse scheduling, advertisers maintain an ongoing low level of advertising to remind the consumers of the brand, interspersing heavy advertising around particular times of the year. For instance, no single vehicle might have the market coverage needed for the desired reach. A recent report based on data from three thousand panelists in six major markets found that multiplatform advertisingTechnique that exposes consumers to the same ad message on multiple platforms.
The campaign combined elements of the paid media plan that were designed to increase reach and impressions above with elements of product enhancement (new logo, site design, screensaver) and nonpaid media (public relations, new and interesting asymmetric ideas). In most cases the best plan combines several media platforms to ensure that the message breaks through advertising clutter. We design, set up and handle your pay per click campaign to achieve maximum click through rates (CTR) resulting in maximization of ROI. A thorough study of your business goals helps us define the objective of our Paid Search Marketing Campaign. We like to ensure that you, our client, are relaxed knowing that your money is in good hands! AdWords ads can appear virtually anywhere online worldwide, yet remain targeted and relevant. Lets say we’re in the shoe retailing business but it could be any type of business that has products or services to promote.
This includes an image, audio, video, or document file that requires an additional program or application to open or run. When you include keyword phrases such as tennis shoes in your keyword list, your ads will appear when users search for tennis shoes and shoes, in any order and possibly along with other search terms like: new tennis shoes, mens tennis shoes etc. Negative keywords are especially useful if your account contains lots of broad-matched keywords.
For instance, direct users to the page where they can buy the advertised product, rather than to a page with a description of several products. You may also download a PDF copy of this book (8 MB) or just this chapter (724 KB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline). This reason is known as the unique selling proposition (USP)A clear, memorable reason to buy the product., and is usually just one short sentence. This means deciding which media vehicle to use, when to use the media vehicle, and where to use the media vehicle. This is the apertureThe a€?windowa€? delineating when and where an advertiser can reach the target market for a communication., the best a€?windowa€? to reach the target market.

Once the plan is approved, the media buyer negotiates the rates and costs with the media sales representative.
Networks share their programming in order to excite advertisers about where their ads can air in the future.
Specialized magazines and online media are particularly useful for target consumers who have specific interests. The media scheduleThe plannera€™s best estimate of which media will be most effective to attain the advertising objective(s) and which specific media vehicles will do the most effective job. For example, viewers might not respond well to a lighthearted ad for a new snack food during a somber documentary on world hunger.
For example, if fifty million people watch American Idol on Fox, then each time an advertiser runs an ad during that program, it gets fifty million impressions (clue: thata€™s a lot).
Choosing the media vehicle with highest reach means that more people will be exposed to the campaign.
Achieving both broad reach and high frequency is very expensivea€”doubling the reach and doubling the frequency at the same time requires buying more than four times as many media impressions. She may also determine that these students on average are likely to see two of the ten ads that Rockstar will run in Wired during the year (thata€™s frequency). Similarly, magazines and newspapers try to boost circulation (that explains all the free issues you get) so they can charge higher rates to their advertising clients.
It was important for the first branding campaign to have a big push in order to create noise in the marketplace.
Media planners assess the characteristics of different media including their cost and effectiveness to decide upon an optimal mix.
After receiving your inputs for the proposed structure, we will create enticing ads that will help you stand out in the sea of competitors and will get you the maximum traffic possible. The next few weeks after your account goes live are extremely critical to the success of your campaign. If you are interested in targeting these two media categories, it's clear AdWords is right for you.
And because you can view, monitor, measure, and edit AdWords campaigns, you can enjoy unprecedented levels of control over your advertising spending and reach. Google require your destination URL to link to an actual web page with content relevant to your ad.
For example, 1-800-Flowersa€™s outdoor strategy works because a€?flowers arena€™t something we contemplate frequently,a€? said Jodi Senese, executive vice president of marketing at CBS Outdoor.Quoted in a€?The Results Issue,a€? Brandweek, July 23, 2007, 28. The media sales representative negotiates on behalf of the media, whether it be a rep from the Wall Street Journal, ESPN, or Rotten Tomatoes.
Online media also offers the advantage of real-time trackinga€”you know instantly whether consumers are clicking through to your site and how much time they spend at the site.
If the advertisera€™s spot runs three times during the program, the impression count would be 150 million (even though some of these impressions would represent repeated exposure to the same viewers). For example, if a media plan targets the roughly five million women who are eighteen to twenty-five years old, then a reach of fifty means that 50 percent, or 2.5 million, of the target audience will see at least one of the media vehicles in the media plan. Now, she calculates the magazinea€™s gross rating points (GRPs)A calculation made by multiplying reach times frequency. But the advertiser could run late-night commercials every night for a year for the cost of one thirty-second Super Bowl spot. Short or small ads allow more frequency, more reach, or a longer campaigna€”an advertiser can afford to buy many more impressions in many more media vehicles with a small ad. Furthermore, some media vehicles lack the needed reach, are too expensive for the desired frequency, or are not effective for some aspects of the campaign. The trend of the past five years will continue, which is that TV advertising will go down as a percentage of our spending, and we will continue to move money to where the consumers are.
A detailed website audit helps us recognize the conversion elements of your website while identifying all the frictional factors that could deter a potential client. With careful analysis of the performance of your account and the results obtained, we begin tweaking your account & customizing our PPC campaign strategy, to reduce costs and increase revenue.
Frequent calls to discuss your queries and concerns help us gain your perspective and realise your expectations.
To compare the relative cost effectiveness of different media and of spots run on different vehicles in the same medium, media planners use a measure they call cost per thousand (CPM)Metric that reflects the cost to deliver a message to one thousand people.. The interesting news in all of this is that consumers are spending more time with media than ever. We will help you set up tracking at your end to ensure that the impact of PPC advertising is clearly visible to you. In the quest to achieve success, we test new elements in the account regularly and improvise on our PPC strategies to obtain the best possible results. If a person sees the same ad multiple times in one medium, or even if they see the ad in different media, it still counts as only one person for the purposes of calculating reach. By using this same formula, the planner could then compare this GRP number to that of another magazine or to the GRP she would get if she placed an ad on TV or sponsored a Maroon 5 concert tour on college campuses. We also perform an extensive competitor analysis to determine in what ways your competitors upstage you and which aspects of your website we could highlight to ensure that you stand out amongst your competition.
CPM allows advertisers to compare the relative cost effectiveness of different media vehicles that have different exposure rates. Billboards and other out-of-home vehicles are cheap and provide the reach and frequency to strengthen brand awareness and remind consumers of the product.
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