CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS

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Advertising and Promotion (MKT621)

Lesson 37

CONTINUOUS TRACKING

OVERVIEW

In this lecture the students will be explained about the various methods of the continuous

tracking of advertising campaign and how it is done. A brief description about the planning of

campaign and the concept of image and reality will be explained for the effectiveness of an

advertisement. The students will be introduced with the concept of how to understand

advertisements and few basic questions in this context.

CONTINUOUS TRACKING:

A smart advertising executive or advertising agency is the one who keeps constant watch and

vigil over the effects and results of the advertising campaign, in this can only be done by

continuous tracking of the campaign performance and demand. Following are important points

to note about continuous tracking:

· Does Advertising work in this market?

· What type of advertising works?

· How does it work?

· Does advertising change attitudes & then behavior?

· Identify, what works and what does not?

RESEARCH CAN HELP

Research is a very important source of getting timely information for necessary fine tuning to

be corporated in the campaign either prior to the release or during the launch. Research can

help in the following way.

· Its role as an "Early warning system"

· Its ability to reveal changing market patterns.

· Its ability to capture unexpected events.

· Its asset value as accumulative database resource.

It must be remembered that as explained below if you will not be tracking the advertisement

campaign continuously, your competitor will be doing so and they might over shadow your

campaign because of following two factors.

· Markets are dynamic.

· They are like a moving picture.

PLANNING CAMPAIGN:

It must be understood that while preparing an advertisement campaign the consumers must be

kept in mind and the strategy should revolve around the consumer mind set as advertisements

are addictive the more you have the less you remember. In this context following strategical

points we remember:

Ads are addictive the more you have the less you remember.

· The execution. IS IT A GREAT AD?

· Money spent. HOW MUCH EFFORT PUT IN?

· What is scheduling. FROM WEEK TO WEEK?

· No: of competitors. ON AIR SAME WEEK.

· Level of involvement of the target audience.

· The Ad objective?

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Advertising and Promotion (MKT621)

IMAGE & REALITY:

It is common with human beings that they see things in different ways to illustrate this

statement following two pictures explain this concept.

See in the picture below what you think is it rabbit or a duck?

Or in the picture below is it a vase or two faces. Basically it is the concept of White on black or

black on white. Basically what you are using to make sense of what you see is called "frame of

reference". This generates a perception.

EVALUATING A BRAND:

When we evaluate a brand we try to do so by evaluating their attributes or features, this is done

for two reasons:

a) Problem of what features brand has?

b) How to interpret features?

By perceiving a product or service: A product or service can be perceived through "overlay of

frame of reference" but this is possible only through experience.

HOW TO UNDERSTAND ADS

Advertisements are basically very interesting to watch and they make in roads in the mind set

of the people. Following are the guidelines of understanding an ad:

We recognize that it is an ad.

Then we immediately try identifying what the ad is for.

Consequently our minds gain information.

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Advertising and Promotion (MKT621)

BRAND REMINDERS

· Ads reinforce the salience of Brand in mind.

· Information has to be first stored in mind.

PART OF THE AD WE FOCUS

1. Things that are already known Being reminded.

2. Things that are new.

ASK BASIC QUESTIONS

In order to make the ad understandable following two questions need answering.

· Who is the Ad talking to?

· Who is doing the talking?

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