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Even a very good video-clip or any other advertisement will not have a considerable effect, if there is no properly
developed plan of the advertising campaign. A chain of planned advertising actions allows to increase the efficiency of each advertising
to a great extent and gives a possibility to save general expenses for advertising.
The “Velikan” Advertising Agency has a special creative group of specialists, including marketologists, journalists,
designers, which deals with the development and holding advertising and representation campaigns. We are experienced in realization of the
long-term advertising projects for the firms of various lines of activity: production, mediatory, working in the sphere of servicing.
A simplified scheme of an advertising campaign is as follows:
- preparatory stage, consisting of the market study performance, media-plan making and advertisement materials preparing;
- stage of placement the advertising in the chosen mass media;
- evaluation of the efficiency of the advertising measures carried out.
Below is a brief description of each of the listed stages.
1. Market analysis
Do you have a product or a service you are planning to sell? First of all, it is necessary to find out, if the product
or service have any demand in the market. To answer this and a series of accompanying questions, the market analysis is carried out.
The main tasks of the analysis are as follows:
1. Defining a potential market capacity, i.e. how many goods or services, similar to the products offered can be sold.
2. Availability of competing goods or services and their position in the market.
3. Who is a potential consumer, i.e. who is to address offers on the goods or services offered.
4. Preferences of potential buyers. It is not a secret that, if a person has a need in anything, he realizes it in some or another way. In this case, he may have a formed stereotype on whom he should buy this or that good or service from.
5. Mediapreferences of potential consumers. The answer to this question allows to define, how and through what mass media it is easy, more simple, and then, cheaper to “knock” until the buyer is heard.
6. The actions of competing organizations in promoting their own goods or services.
The information, received on the ground of the analysis, will allow to define the necessary level of investments to
the advertising, as well as the mass media to be used, where the ads will work in the most efficient way.
2. Media-planning
Having received answers to the questions of interest to us, resulted from the market analysis, we turn to the nest stage
of the advertising campaign preparation – media-plan making.
The media-plan includes:
- the advertising campaign targets;
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- means and ways to attain the targets;
- the list of mass media, used to achieve the targets;
- definition of the advertising strategy – computing the advertising information publishing etc.
The media-plan should consider the special character of the good or service being advertised. It concerns not only
the choice of certain mass media, but making schedules of the ads placement also. In the said plan practically any needs of persons, ordering
advertising, can be taken into account (quick promotion of the trade mark, increase of sales in the period of seasonal demand etc.)
The media-plan being professionally developed, is a guidance for actions to produce and place the advertising,
allowing forecasting the efficiency of the advertising campaign as a whole.
3. Ad materials preparing
Upon approval of the advertising budget and the media-plan the stage of preparing the advertisement materials comes.
At this stage the Agency specialists, dealing with preparing texts, ad models for the newspapers, magazines, booklets, as well as the script
writers and the specialists in the advertisement clips making start working.
As a rule, the majority of the listed works the Agency conducts by its own, without attracting outside persons. The
exclusion is the audioclip making, as in this case, the performers are invited, meeting the requirements of the audioclip script. Then the
advertisement product made are given to the customer for approval. After it has been revised and finally approved, the Agency comes to the next
stage – placement of the advertisement in the mass media selected.
At this stage the attention is paid to the observation of the schedules of the ads publishing and their correspondence
to the models approved. In parallel with it the efficiency of the mass media selected and of the advertisement products made is evaluated. If
an advertisement product or a mass medium, being a carrier of the advertising, do not meet certain criteria, the media-plan or the advertisement
materials are corrected operatively.
After the advertising campaign or a certain period of time are over, the campaign efficiency is evaluated, recommendations,
concerning further promotion of goods or services are worked out.
Besides the development of original advertising campaigns, the “Velikan” Agency is experienced in the adjustment of
ready advertising campaigns to the local conditions.
This question is actual for those foreign companies, which are starting their business in Russia. It is not rare that
foreign firms enter the Russian market with its own concept of the advertising campaign conducting, developed, as a rule, for another country.
As a result, owing to the lack of knowledge or the lack of understanding of the national peculiarities, the company’s advertising budget
is spent inefficiently, sometimes the advertisement materials are evidently seizured. To avoid the said mistakes, one
should change a series of the advertisement materials and first of all to orientate them to the national peculiarities, to make the list of
mass media-carriers of the advertising information, to be more precise, and in case of necessity, to change the concept completely.
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