The process of an effective advertising campaign |
by Sanne van Egmond and Dominique Nolen |
The elaboration
Because GB10 Communications is a pretty small company, they are very fast as for
communications. In a week or two weeks they have already made a concept and
presented it. The elaboration often takes a bit longer, because then it dependents for
example on a printing-shop. That takes about two or three weeks. The term of
advertising campaign is often three months, but that depends very much on the
medium.
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They make advertising campaign for in stores, magazines, on the Internet, for social
media and for outside. Further they make business-to-business advertising campaign
(then they leave a concept plan behind at a company about how they can present
themselves for example), films for YouTube or their own website and very often they
make radio advertising campaign.
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They don’t decide the target group, but they advise the companies about it. When the
target group for example is children, then they can advise the companies to focus
also on the parents, because they are the people with the money. They base their
advices on their experience, but also on all sorts of market researches.
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The effectiveness
The customers often test the supplied advertising campaign themselves whether the
advertising campaign is good or not. But if the customer asks for it, GB10
Communications will test it for them. When the advertising campaign does not work,
they are going to search for the reason why. However, this isn’t linking back to Gb10
Communications, but they are involved and they offer help to make the advertising
campaign better.
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In the past GB10 Communications made campaigns for children at schools in
cooperation with a Belgium company. An example of such a campaign is a teaching
packet to let the children eat kiwis and at the same time to let the children eat
healthy. They taught the children different ways to exercise or to make their meal look
fun. Beside that, they organised a campaign at which the children could win a
football.
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When you are going to make a campaign or advertising campaign for the youth
(sixteen-eighteen years old), is it important to research how to get the attention of the
youth. What mostly helps, are famous people or to be where the youth is, this could
be on YouTube or a famous Facebook page.
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The distribution
GB10 Communications makes a newsletter to spread out what they have made and
if a company has as wish that they are actively thrown in the market, then they also
use social media (they then post a content message on Twitter or Facebook).
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In store advertising campaigns
In the beginning we have already told a bit about in store advertising campaign.
GB10 Communications advise companies a lot about in store advertising campaign,
for example about the place in the supermarket. The customer goes talking to for
!26.