Deck 22: The Complete Campaign

Question 1

What is the basic purpose of an ad campaign?

Answer 1

The basic purpose of an ad campaign is to build a brands name and reputation or help revitalize it. Many companies use new products or services to help launch a campaign. New menu items, services available, and larger selections can help revamp a struggling company with a new ad campaign. Ad campaigns typically run approximately 17 months but may go on for 3 to 4 years.

Question 2

What is ad continuity?

Answer 2

Ad continuity is having similarities exist between one ad campaign and the next. The continuity that exists for many ad campaigns for many fast food companies are healthier options on the menu. Similarities should be verbal, visual, attitudinal , and or aural to express the company's direction.
Verbal similarity exists in many campaigns with the signs of these advertisements using specific phrases or words. Using these words should help sum up a product or services benefits for consumers. These words or phrases must deliver the benefits promised to consumers when they purchase that brand.
Visual similarity should exist by showing consistency in the formatting, typeface so that consumers come to learn and expect a formatted layout when watching ads. Having strong continuity through visuals can help a much stronger communication between company and consumer.
Attitudinal similarity exists when ad campaigns avoid themes by pursue a consistent attitude directed toward their product and the users. The campaigns attitude should well represent what the brands personality is. Some campaigns such as military based campaigns help promote an overall well-being and strong-minded attitude that one can become if they join.
Aural similarity is based on the music, tone, and voice of a campaign to build continuity. Some companies like insurance have jingles that are present during their advertisements to help instill the benefits into listener's minds. Sounds effects also serve a big role in aural similarity as it is easily recallable and stands out in commercials.

Question 3

What is involved in the situation analysis?

Answer 3

Situational analysis asks the questions, how did we get here, where are we today, and where are we going. Situational analysis is the first step to creating an advertising campaign. First, a company must learn what its strengths and weaknesses are so that they may exploit them for the better go of the product or service. To properly do so, campaign-managers must learn what the unique benefits delivered to consumers are. Perceived value to the product relating to the actual price, can quality control maintain, and are we using adequate distribution channels.

Question 4

What are some of the means of guaranteeing continuity in a campaign?