Strategic Campaign Management
Advertising campaigns are not seen often enough in their general context. Tests are often carried out too late, for instance if the rough concept is already finished as corrections are then rarely possible. The effect of advertising is all too often analysed on a short-term basis and effects on image and core brand are underestimated. At the same time the relevance of campaign changes are neglected and their coherence and effect with regard to communication aims must likewise be secured, though not in a way that contradicts original aims and effects. The development of target-optimal advertisement concepts comprise of the following:
- early recognition of the potential and risks of alternative advertisement ideas,
- implementation of findings gained in the additional development process,
- permanent examination and further development of the campaign lifecycle.
We can recommend a concept made up of 4 phases for the integration of market research results into the development process of an advertising campaign.
1. Creative Phase:
In this first phase the basic ideas are discussed in focus groups with the help of simple visualisation methods.
Method
1-2 focus groups per concept:
- Function of the communication mechanisms: What does the observer understand about the motive? Which statements are identified? Do these statements correspond to the target position?
- (Where) is there hidden potential?
- How relevant is the statement for the target group?
- Does the communication take the brand core into consideration?
Result
Establishment of relevant ideas, which offers potential in the sense of the target position and in the eyes of the target group which should be pursued further.
2. Development Phase:
In the second phase the two to three interesting approaches which were developed within the creative phase are discussed. The primary aim is to examine whether and to what extent the communication aims can be achieved.
Method
1 to 2 focus groups per campaign concept.
Result
Establishment of several coherent campaigns.
3. Concept Phase:
In this third phase two of the campaign concepts are individually examined. The ads should be of a high quality, the same as for the final advertisements. The main aims are finding information about the functions of the campaign independently of group-dynamic processes, as well as a validation of the results.
Method
individual interviews (n=100) per campaign concept
Motivational levels:
- Level of attention given to the individual motives of a campaign,
- Comprehension of the communication methods,
- Communicated brand image.
Campaign levels:
- Effect and statement of the overall campaign,
- Comprehension of the campaign,
- Coherence of the motives in relation to one another.
Result
Identification of the optimal campaign.
4. Adaptation Phase:
This phase is used for examination of additional motives or variations during the run-time of the first motive. The aim is to control whether and to what extent alterations / variations / explanations of the campaign are required, as well as how coherent they are to the overall campaign and whether they also work in the intended way.
Method
Individual interviews
Result
Establishment of suitable campaign adaptations during it's lifecycle.
