What makes a successful advertising campaign? Stages of advertising campaign

Advertising is everywhere and there are some keys elements of a really good advertising campaign. The most important thing nowadays is to be able to gain consumers’ attention. Campaigns have to cut through all the competition and the competitive clutter and they have to be able to involve their target audience, you have to have a very clear point of view, to be very single-minded in what you need to say and to be able to entertaining and involving in getting your point across. The other thing about campaign is it demands consistency(последовательно).

Before we watch advertisement or commercial, it goes through the typical planning and launch stages of advertising campaign. The early stages are in discussion with your clients where you are talking to them about the business objectives for their company and their brands. And in that process you would develop marketing strategy.

The second stage is research stage. You have to understand your target audience and understand how they feel about the communication. After that, you pull all those pieces together and develop a creative brief where you start talking to your creative partners about idea generation. Then you go back to your target audience and talk to them about the idea because it’s very rare that you’ll get it right first time. Then you go and make communication campaign. You use further research to track how it’s working in a real sense, to get some feedback for the next stage of the development. That is a typical process, but each campaign is different and sometimes you can shortcut those, sometimes you have to do more.

Using celebrity endorsement in advertising.

In a market where advertising plays a vital role in coordinating consumer purchases companiestry to induct all possible measures to influence motivate and inculcate desire to purchase ,in the customer through an effective advertising campaign. Theory and practice proves that the use of superstars in advertising generates lot of publicity and attention.

Celebrity endorsements are more typical for nationally marketed products then for local market products and for products such as running shoes, soft drinks and others.Celebrity Endorsements are more of associating the consumers with their aspirations/dreams, Lifestyle etc which is they fantisize after seeing the same of the Celebrities.

One of the striking examples of using celebrity endorsement in advertising is Nike. Nike has an absolutely clear and committed strategy to use celebrity athlete endorsement. He describes it as a part of the “three-legged stool” which lies behind Nike’s phenomenal growth since the early 1980s, with the other 2 being product design and advertising.

From the beginning Nike has been prepared to take a gamble on sporting bad boys others wouldn’t touch. After extraordinarygrowth, Nike became number one trainer manufacturer in the US. The company experimented unsuccessfully with expansion into non-athletic shoes, and lost its number one position to reebok in 1986.

Co-founder and former chief executive of nike bet the future of the company on a new feature: a new air technology inside the trainer. He launched the Air Jordan brand on the back of Michael Jordan. Sales took off and the rest is history.

This brings us to the subject of globalization and the question of how American the brand can be. Nike uses a mix of global ad campaign such as “good v evil” and local advertising such as it famous poster campaigns in the UK.

Nike has created some of the world’s most attention-grabbing advertising: for example, Pete Sampras and Andre Agassi playing in the streets of Manhattan, and Brazil’s team playing soccer at the airport terminal.

It’s remarkable body of work, both in its variety, daring and consistent originality. At Nike there is a streamlined decision-making process that gives marketing directors real power. They don’t rely on market research pre-testing which often reduces the impact of more experimental commercials. Thins only happen in nike ads that sportsmen and women can really do.

The right use of celebrity can escalate the Unique Selling Proposition of a brand to new heights. Celebrities in advertising is a marketing vehicle that will likely continue well into this new millennium.Doing it right is the biggest challenge, a challenge that is answered in better response and higher sales volume.