The process of an effective advertising campaign |
by Sanne van Egmond and Dominique Nolen |
2. Branding. Is the advertising campaign linked to the brand? Or in other words has
the advertising campaign anything to do with the product or the service the brand
is trying to sell?
3. Communication. Did the message, the advertising campaign tried to bring, come
across?
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We asked nineteen people between the age of sixteen and eighteen years old to
watch three advertising campaigns for television, three advertising campaigns for
radio and three advertisements. After showing them the advertising campaigns, they
had to choose between ‘yes’ or ‘no’ on each of the questions of the ABC method.
’Yes’ indicates a good advertising campaign and ’no’ indicates a bad advertising
campaign.
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This way we could find out what our peers thought about the advertising campaigns.
Another advantage of this first inquiry was that we could already show the advertising
campaigns to our peers for our next inquiry. In our second inquiry we measured how
much our peers remembered of the showed advertising campaigns. Therefore it was
crucial to not tell them that there would be another inquiry, because if they knew they
were going to be questioned later on, the results might have changed as they would
have tried harder to learn the advertising campaigns by heart. Our inquiry would then
be more of an IQ test than an inquiry to measure the impact of the advertising
campaigns.
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The inquiry results part one
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With the inquiry we got a better idea of the questioned students thoughts on the
advertising campaigns. Was the advertising campaign attractive enough? Was the
advertising campaign linked to the brand and did the questioned students understand
the message the advertising campaign was trying to bring? This gave us a good
!32.