Концептуальний підхід до підготовки та проведення рекламної кампанії

Abstract

Метою даної статті є розробка та апробація підходу до планування та реалізації рекламної кампанії. Виділено два окремі блоки етапів проведення рекламної кампанії: перший – виявлення необхідності рекламної кампанії шляхом виконання аналізу зовнішнього та внутрішнього маркетингового середовища і постановки відповідних цілей, другий – її реалізація. Доведено, що максимальний ефект від рекламної кампанії досягається у разі об’єднання двох блоків у єдиний цілісний послідовний процес. Визначено, що особливостями запропонованого підходу є такі: тісна співпраця клієнта (замовника реклами) і виконавця (рекламного агентства, рекламного відділу підприємства) на кожному етапі розробки рекламної кампанії; постійний аналіз ситуації та оцінка ефективності проведення кампанії; рекламна кампанія має гнучкий бюджет та концепцію; можливість корекції кожного етапу підготовки рекламної кампанії відповідно до виділеного бюджету та поставлених цілей.

The objective of this article is to create a decision-making process for an advertising campaign and its further implementation. This article defines the advertising as an impersonal means of communication, which has a clearly identified source of funding and is intended to inform consumers and encourage them to act in a manner beneficial to the advertiser. In this article the campaign is divided into two blocks. The first block is the decision process leading to the campaign. The second block is the the implementation of the campaign. The first block is the process of deciding on an advertising campaign. It is based on an analysis of internal and external factors affecting the company, setting clear goals, as well as the choice of method to achieve these goals. The decision to advertise is a sequential process consisting of many stages, so it is very important. The analysis and decision leads to the next block. The second block is a process of making an advertising campaign. This article identified the following stages of the campaign: the choice of target segment, the development of advertising messages, advertising coordination concept, the choice of distribution channel, coordination and budget implementation. At each stage of the second block the customer and advertiser are in constant contact for maximum effect. Also, the final step is the assessment of the campaign effectiveness. Combining the two blocks in a single process makes it possible to maximize the results of the process. This is the main idea of the approach proposed in this article. This article reviews the literature on the meaning of the term "advertising" and suggests its own. It also presents a theoretical analysis of the term "advertising campaign" and proposes a scheme of the decision-making process for an advertising campaign, which was implemented via the example of the "boxed chocolates” commodity group of "AVK" company. The scheme is compared with existing classic approach and its features and benefits are highlighted, including: - establishing a permanent communication with the customer at all stages of the campaign; - splitting the overall scheme into two separate blocks that can exist independently, but provide maximum effect when combined in a coherent sequential process. Also, the scheme presented in this article involves the development of an advertising campaign with a flexible budget and concept that can focus on the volatility of the situation and preserve its integrity despite the changes in the distribution channels and is capable of correcting each stage of the advertising campaigns development in accordance with the allocated budget. Thus the main advantage of this scheme is the flexible advertising budget and rich toolset for communication with the consumers. Moreover, the basic idea can be traced in every communication channel, and the main media and communication tools, advertising messages are relatively inexpensive. Attention was paid to minimizing the costs. This process of making an advertising campaign was confirmed by an example of the food industry.