Advertising campaign and business: goals, tools and features

Now, when the market is saturated with various offers, the role of advertising campaigns has increased. To get a stable profit, you need to create a reputation, attract attention to new products and increase recognition. Finding a solution for all the tasks is not easy. An advertising campaign is created taking into account the expectations of the audience and reveals the best sides of the brand. But how to implement the idea? The tools and goals are different, so let’s consider them in detail.

What are the goals of an advertising campaign

Considering that an advertising campaign is the dissemination of information about products and a brand, the goals do not raise many questions. Launching ads helps:

• attract the attention of customers and increase sales;
• increase recognition and trust in the brand;
• tell a wide audience about a new product (service);
• create a reputation by revealing core values;
• stimulate demand for seasonal goods.

All advertising campaigns are united by the same aspirations. However, the choice of tools is different, since it depends on the chosen goal – the end consumer.

Types of Advertising: Reach, Audience, and Main Objective

Advertising of products or the business itself can be very different. The first thing that determines the best approach to the advertising campaign and type is determining the required reach.

Local, national, and international differ in the size of the audience. For example, in the first case, you can limit yourself to one area of the city or region. The business receives a flow of customers who are close to the store, cafe, or salon. National advertising is no less in demand. As for international promotion, this type is used by large brands.

Starting promotion without knowing who is in the target audience is not worth it. By defining who the advertising is aimed at, it is easier to draw up a marketing plan and conduct an analysis. A brand can highlight:

• a new audience that has not encountered the company’s products;
• the B2B sector, which includes other service providers who need your products to do their jobs;
• B2C is distinguished by preparing a campaign to attract customers who use the product for personal purposes;
• the “look like” category, which includes consumers who searched for offers similar to yours;
• regular customers. 

Understanding what an advertising campaign is and how it should look helps to choose a strategy. In addition, specialists create a project, emphasizing the benefits for a certain category of clients.

Stages of creating advertising for business

Any campaigns follow a similar scenario, but the tools used depend on the requirements, expectations and method of promotion. The help of specialists who are engaged in developing a strategy necessarily includes:

1. Definition of the main goals. The term, object of advertising materials and audience reach will affect the choice of tools. The goals of the advertising campaign are the beginning of actions.
2. Analysis of the selected audience segment. The first launch of advertising takes more time. Authors need to study potential consumers, including triggers in the list of characteristics. By identifying which marketing messages will make the right impression, you can achieve success. Relaunching a campaign is less labor-intensive, because the information about the audience has already been created.
3. Competitive analysis. A direct relationship between successful advertising and competitors’ achievements is determined. Having closed the needs of customers, you can improve the quality of the strategy. Promotion using “open” requirements allows you to increase attention to the offer.
4. Creation of a USP and an advertising concept. An offer that meets the audience’s requirements and distinguishes you from competitors helps in developing a concept. As a result, you have an idea of what the visual part of the advertisement will be.
5. Selection of channels. Today, there are no problems with choosing the best platform. Social networks and corporate websites help to contact potential buyers.
6. Content creation. The result of the promotion is based on the requirements of the USP, the chosen concept and the features of the platform used for advertising.
7. Placement. An online advertising campaign allows you to choose from dozens of options. Make sure that the audience sees the ads as soon as possible and writes in direct.

Performance indicators are assessed for decision-making. This is how businesses determine which articles and creatives to keep and which ones will create a “hole” in the budget.