Selecting tools for an advertising campaign depending on its objectives
Posted: Tue Jan 28, 2025 6:40 am
When planning an advertising campaign, attention should be paid to the selection of advertising tools; it is important to make an estimate of their use. The selection is made based on the tasks set, the overall budget and targeting a specific audience. The latter criterion becomes decisive when creating a list of distribution tools, because they must be close to the category of consumers the advertising campaign is aimed at. These can be both online and offline tools.
The simplest method for deciding on the use occupant resident lists of certain means is a survey: from what sources do potential buyers receive information? If newspapers, then which ones? You should also find out the names of Internet sites, radio and television programs. Based on the data obtained, you can decide on the use of the most suitable advertising tools.
Their use also depends on the goals of marketing activities. It should be taken into account that even with similar tasks of different brands, the methods and techniques of conducting events may differ significantly, and therefore an analysis of the target audience is necessary. So, what tools can be used for specific purposes:
Launch of a new brand on the market
As a rule, consumers do not trust newly emerging and unfamiliar brands, and therefore the advertising effect should be as large-scale as possible. The more often a new brand is heard and seen by potential buyers, the faster they will get used to it.
Launch of a new brand on the market
Any media can be used as sources for broadcasting advertising: newspapers, magazines, radio, television, Internet resources. Depending on the coverage provided by the advertising campaign, they are local or federal media. To achieve the best effect, it is recommended to use outdoor PR, as well as BTL tools.
Introducing a new product or service to the market
At first glance, this goal is identical to the previous one, but the difference is that here an already promoted brand is working, presenting its latest products to the audience. The main task in this case is to focus the audience's attention on the new product.
The means used are leaflets, brochures, coupons, street and public transport advertising, radio, newspapers, and the Internet. The company can organize a promotion or a drawing with prizes and promotional codes on its website.
Increase sales
In this case, it will be effective to use tools on those advertising platforms that are preferred by the target audience. This will allow you to quickly generate their interest in the product.
For example: outdoor advertising on billboards, banners, stretches and signs installed in the busiest places. A less expensive option is PR on websites and SMM promotion in social networks. Leaflets and booklets will be a good means of notifying consumers about special conditions, promotions or bonuses.
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"KPI for the Sales Department: Calculation Methods and Adaptation"
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Creating a brand image
As practice shows, the first impression received by the consumer from getting acquainted with a new brand serves as a factor determining his further attitude towards the trademark. Therefore, it is very important to form a positive image of the trademark in the client’s mind and meet his expectations.
The simplest method for deciding on the use occupant resident lists of certain means is a survey: from what sources do potential buyers receive information? If newspapers, then which ones? You should also find out the names of Internet sites, radio and television programs. Based on the data obtained, you can decide on the use of the most suitable advertising tools.
Their use also depends on the goals of marketing activities. It should be taken into account that even with similar tasks of different brands, the methods and techniques of conducting events may differ significantly, and therefore an analysis of the target audience is necessary. So, what tools can be used for specific purposes:
Launch of a new brand on the market
As a rule, consumers do not trust newly emerging and unfamiliar brands, and therefore the advertising effect should be as large-scale as possible. The more often a new brand is heard and seen by potential buyers, the faster they will get used to it.
Launch of a new brand on the market
Any media can be used as sources for broadcasting advertising: newspapers, magazines, radio, television, Internet resources. Depending on the coverage provided by the advertising campaign, they are local or federal media. To achieve the best effect, it is recommended to use outdoor PR, as well as BTL tools.
Introducing a new product or service to the market
At first glance, this goal is identical to the previous one, but the difference is that here an already promoted brand is working, presenting its latest products to the audience. The main task in this case is to focus the audience's attention on the new product.
The means used are leaflets, brochures, coupons, street and public transport advertising, radio, newspapers, and the Internet. The company can organize a promotion or a drawing with prizes and promotional codes on its website.
Increase sales
In this case, it will be effective to use tools on those advertising platforms that are preferred by the target audience. This will allow you to quickly generate their interest in the product.
For example: outdoor advertising on billboards, banners, stretches and signs installed in the busiest places. A less expensive option is PR on websites and SMM promotion in social networks. Leaflets and booklets will be a good means of notifying consumers about special conditions, promotions or bonuses.
Read also!
"KPI for the Sales Department: Calculation Methods and Adaptation"
Read more
Creating a brand image
As practice shows, the first impression received by the consumer from getting acquainted with a new brand serves as a factor determining his further attitude towards the trademark. Therefore, it is very important to form a positive image of the trademark in the client’s mind and meet his expectations.