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Campaign is typically a military term used for a well organised course or a series of action. It means strategic planning for all round action as was done for a war, taking into account attacks on surface, from air and sea, by the army, air-force and navy. Similarly, in an advertising campaign a multi dimensional strategy is planned by using different media. Design for an Advertising Campaign is not only to create a beautiful layout for the sake of aesthetics or creativity, it should also be useful. It usually is well planned and designed after deep thought and thorough brain storming sessions into a functional organic unity of copy, typography, illustration symbol, product. Design as a whole, all elements should be integrally related to each woven into a theme, one related to the other to convey the message.
The different advertisement layouts of a campaign must be harmonious and clarify the purpose and expression of anidea through its execution. All the aspects of the campaign, A to Z must be taken into consideration. Apart from the function and method of production, the idea is of course important for an effective and desired result. The idea is abstract, it should be given a theme to make it result oriented so that people should respond to it, sales must go up. Only then the design of a campaign is considered successful. The creative group working on the campaign tries to resolve things by first understanding the purpose of the advertising This may be:
• to introduce and launch a new product or service.
• to get the product used in place of the competitor’s.
• to increase the frequency of use.
• to create a new long term habit.
• to arouse interest and provide technical information.
• to obtain seasonal sales where appropriate (cough syrups, air conditioners, room heaters etc.)
• to impress the retail trade.
Kinds of Campaigns
Campaigns are designed with different reasons and objectives. The main two kinds are Product Promotion and the other kinds are where there is no product but a service or idea or just a message. We will see them in detail to understand the difference.
It is obvious that a product has to be sold and that is the prime and ultimate goal. However the planning and approach in designing a campaign for different types of products is different. Campaigns for fast moving consumer good (FMCG) like toiletries, snacks beverages etc.
They may also come
up with different and creative advertisements to attract new consumers and retain old ones.
For consumer durable products the marketing policy in general terms may be completely different like:
• to encourage purchasers actively looking for the product to buy one particular make.
• to encourage purchasers to replace obsolete models.
• to widen the market for the products.
From the media point of view, advertising such products calls for a fair amount of descriptive copy, which in turn means large spaces. For mass-consumer products, to need to keep the product’s name in front of the consumer is vital, and continuity of advertising is essential to combat competition.
As the name suggests, these campaigns do not promote any product. They are for advertising and promoting Services and Businesses called Corporate Campaigns.
Companies like people have a personality of their own. They make an impact and leave impressions on people who come across them. Every organisation needs to create and build its personality or image. Here image means reputation. The foundations of this image are made of the Moral, Aesthetic, Intellectual and Social values. These values become habits and get woven into the culture of an organisation and reflect in business practices through character, psychology and identity. They are also instrumental in the company’s success.
1. Compare and contrast product campaign and non-product campaign.
2. List out the various objectives for designing an ad-campaign.
3. Make a list of people who would come under creative side of the advertising business.
4. What is the contribution of research to make a product or a service successful in the market?
5. What are the key considerations for the selection of media for an advertising campaign?
6. How is the role of a graphic designer working in an advertising agency different from a graphic designer working in the in-house advertising department of a corporate?
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