How to launch an advertising campaign?

Résumé du document

Before launching a campaign, it is necessary to study the consumers' behaviors and attitudes. A campaign is a project between a company, which is the announcer, and an advertising agency. The announcer must formulate the marketing goals in terms of market share, sales, volume, etc. He must also identify his target, his positioning and the type of media that he wants to use for the campaign to affect his futures customers. A campaign must being perceived and understood correctly. The goal is to modify attitudes and behaviors, and bring about a change of fame, image, etc.

Extraits

[...] How to launch an advertising campaign? Before launching the campaign, it's necessary to study the consumers' behaviours and attitudes. A campaign is a work between a company which is announcer and generally an advertising agency. The announcer has to formulate the marketing goals in term of market share, sales, volume, etc . After he identifies his target, his positioning and the type of media that he wants to use for the campaign to affect his futures customers. A campaign must being perceived and understood correctly. [...]

[...] Which visuals or vocals elements are remembered? How many people assign the campaign correctly to the product? Have they well understood the message and promise? How many people support the message? How many people have appreciated the campaign, its tone, quality, humour etc . How many people are incited to buy the product? The result wanted is it occurred? To measure the impact of a campaign the methods are called “Post tests” , it consist in interviewing a representative sample belonging of the target. [...]