Motivation letter for IBCoM Final Essay | Seite 15

The process of an effective advertising campaign |

by Sanne van Egmond and Dominique Nolen |

The Media Purchase Agency chooses the medium and this is written in the media
plan. They also decide how often the TV-commercial will be televised and in which
period. An advertising campaign for a brand such as Unox works the best in the
winter months and an advertising campaign for Becel after January or after the
summer vacation because of good intentions.

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Before and after a publication of advertising campaign the advertising campaigns will
be judged by means of the ABC. In the ABC are three categories: Awareness
(attracts the advertising campaign attention?), Branding (is the advertising campaign
linked to the brand?) and Communication (did the message come across?). On the
Internet people complete surveys about it. They don’t use the advertising campaign
anymore, when the advertising campaign isn’t good.

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The distribution
Unilever also uses social media. Each brand keeps their own Twitter account or
Facebook page up-to-date or calls in a PR-agency for this. Becel aren’t very active
on social media, they’re more listeners. They also don’t react to negative messages.
Further Unilever uses interactive advertising campaigns. Products that don’t need
any advertising campaign (especially TV and radio advertising campaign) are Ben &
Jerry and the Unox