The process of an effective advertising campaign |
by Sanne van Egmond and Dominique Nolen |
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The inquiry conclusion
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Funny is that advertising campaigns for television seem to score a lot better on
awareness. This is probably because creators of advertising campaigns for television
are mostly trying to be very creative so that the advertising campaign will be
remembered more quickly. On the other hand advertising campaigns for radio scored
very high on branding and communication. Which is also explicable, because
advertising campaigns for radio are mostly very short. It mostly only contains the
message and the brand (and sometimes a funny anecdote), so it is easier to get the
message and brand right. Advertisements, on the other half, were the least
successful in the test, except for branding. When we look at the total scores of the
advertising campaign forms, we see that radio advertising campaigns are the most
effective, closely followed by video advertising campaigns.
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* The total scores can be found by summing all the yes’s in each category. So for
example video has a total of thirty-seven (FedEx) + fifty one (Taco Bell) + twentythree (E-trade) = a total score of one hundred and eleven. The total score of sound
advertising campaign is one hundred and twenty-two and the total score of picture
advertising campaign is eighty-five.
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