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Developing an Advertising Campaign

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Developing an Advertising Campaign

For every advertising campaign, a business must follow the same basic six steps to best introduce their good or service to the consumer.
Step one, Identify the target audience. A business could have the best idea in the world but must know how to target consumers for that good or service. That is, get into the minds of the consumer. If the product is meant to target a certain age group, say teenagers, than the business would do better with slang and skateboards than business suites and briefcases. Geico targets all ages and they usually use humor to do it.
Step two, Establish message and budget objectives. Establishing a message is simply to inform, persuade, or to remind customers about a certain product. For instance, a way to remind someone is to constantly say things such as I just saved a bunch of money by switching to Geico. Just by constantly putting its own name on the commercial constantly reminds customers about Geico’s services for car insurance. To inform is to give as much information about a product or even to always put one product brand over another product brand and using that to persuade the consumer that your brand is better.
Step three; design the ad, a business could use several techniques to produce and advertisement. One could demonstrate the product which would be the infomercials that show on television. One could compare it to another product by stating what is better about the product. Like, 15 minutes or more could save you money on your car insurance by switching to Geico. Testimonials, lifestyles, and even fear, humor, or sex appeals could be used. Geico tends to use the humorous outtake on advertising.
Step four, Pretest what the ads will say! Before the ads go out to a wide range of people the ads are pretested first. That is through surveys and focus groups to make sure that the…...

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