The process of an effective advertising campaign |
by Sanne van Egmond and Dominique Nolen |
General
On Thursday tenth October we had contact with Melissa Braas, offline media planner
of Abovo Media. She gives advice about which media types (print, television, radio or
outside advertising campaign) and which titles (for example radio 538, RTL 4 or
North-Holland daily) the customers can use and when the customers need to
disclosed their advertising campaign.
!
Abovo Media does not make a media plan for every customer, sometimes the
customer knows already what he/she wants and only buys the media. When the
customer wants to do something more than just an advertisement in a newspaper, so
when he/she has a bigger budget, then they make a media plan. They help local
companies up to national companies. Abovo Media hasn’t any preference for special
brands or products, they think it is fun to have varied orders.
!
The advertising campaign process
The c ompany has a department, the telephone sales, that calls potential customers if
they are allowed to make an engagement with one of their account managers for
them. Also account managers have contact with potential customers. Further, they
get orders from their current customers.
!
When the customer asks for advice on media, they need to fill in a briefing (questions
about the objective, the target group, the budget, competitors and the media history).
After that, Abovo Media is going to make a media plan. A media plan arises out of the
briefing. First, they will look who the target group is and they will carry out a target
group analysis. The target group analysis is made on the basis of the data of NOM
Target group Monitor using the programme Pressure. The data are extremely diverse
and consist of data about preferences for medium types up to purchase plans for
bedroom furniture. This makes it possible to make up a specific target group. On the
basis of the target group analysis, the objective and the budget, they decide which
media types and media titles can be put into action the best.
!
After the media plan is created, the account manager (sometimes with a media
planner or a strategic director) goes to the customer to explain the plan. When the
customer agrees with the plan, the media will be purchased and the plan goes to the
studio for the creation of the advertising campaign. Sometimes the customer chooses
to go to another company for the creation. After that, the campaign can start and
evaluations will be made (usually at the end of the campaign) and these will be sent
to the customers.
!
The elaboration
To make a media plan, it can take a day (or a few days) for more detailed orders and
for simpler orders it can take a few hours. It also depends on the product/brand.
When they have to make a media plan focused on youth (sixteen-eighteen years
old), they choose for the medium Internet, because this target group is very active
online. When the advertising campaign, they have made, isn’t successful, there are
no consequences for Abovo Media. However, the customers have the opportunity to
choose another company for their future orders.
!
!23.