Page 490 - Foundations of Marketing

Advertising and Public Relations | Chapter 16 457

Figure 16.1 General Steps in Developing and Implementing an Advertising
Campaign

8 Evaluate advertising effectiveness

7 Execute campaign

6 Create advertising message

5 Develop media plan

4 Determine advertising appropriation

3 Create advertising platform

2 Define advertising objectives

1 Identify and analyze target audience

From Pride/Ferrell, Marketing 2014, 17E. 2014 Cengage Learning.

(4) determining the advertising appropriation, (5) developing the media plan, (6) creating the
advertising message, (7) executing the campaign, and (8) evaluating advertising effectiveness.
The number of steps and the exact order in which they are carried out may vary according to
the organization’s resources, the nature of its product, and the type of target audience to be
reached. Nevertheless, these general guidelines for developing an advertising campaign are
appropriate for all types of organizations.

Identifying and Analyzing the Target Audience

The target audience is the group of people at whom advertisements are aimed. Advertisements
for the Dyson vacuum cleaner target more affluent home owners, whereas the Dirt Devil tar-
gets lower- to middle-income households. Identifying and analyzing the target audience are
critical processes; the information yielded helps determine other steps in developing the cam-
paign. The target audience may include everyone in the firm’s target market. Marketers may,
however, direct a campaign at only a portion of the target market. For instance, until recently,
LEGO focused on young boys as the target market for its products. This narrower strategic
5
focus allowed the company to tailor products to attract this demographic, with much success.
The side-by-side advertisements from Target and Banana Republic demonstrate how each
retailer is targeting a different market. While Target is targeting its Champion yoga apparel at
consumers looking for lower-priced alternatives, Banana Republic’s advertisement of profes-
sional apparel is geared toward higher-income working professionals. The size of the markets
also differs. Whereas Target uses a more mass-market approach, Banana Republic is more
selective in targeting a specific market.
Advertisers research and analyze advertising targets to establish an information base for
a campaign. Information commonly needed includes location and geographic distribution of
the target group; the distribution of demographic factors, such as age, income, race, gender,
and education; lifestyle information; and consumer attitudes regarding purchase and use of
both the advertiser’s products and competing products. The exact kinds of information an
organization finds useful depend on the type of product being advertised, the characteristics
target audience The group
of the target audience, and the type and amount of competition. Additionally, advertisers must of people at whom advertise-
be sure to create a campaign that will resonate with the target market. Generally, the more an ments are aimed

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