Campaign Model

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Campaign Model Market Meaning Brand History Brand Portfolio Environmental Factors Customer Dynamics Brand Meaning Marketing Objectives Communication effects and objectives Communication Mix Budget Strategic Positioning Tactical Positioning Communication Mix Management Media Creative Implementation Media Implementation Production Implementation 7.3 Word of Mouth Next stage Message - Creative Platform Media Measurements Ethical Considerations

7.2 Ethical considerations

Further ReadingChapter 17 Evaluating Marketing Communications looks at the need for a full appreciation and analysis of the impact of ethical practices, regulatory restrictions and general environmental issues before, during and after campaigns take place.

7.1 Media measurements

Further ReadingChapter 17 Evaluating Marketing Communications examines the formal and informal, planned and ad hoc metrics used to evaluate marketing communications with a full contextual explanation of the relevant evaluation and measurement techniques.

5.3 Creative platform Further ReadingChapter 11 Advertising Strategy is specifically about the development and implementation of the creative and media strategy proposals for executing the creative messages with a media schedule of where these messages will appear. Although advertising strategy is given primacy, this chapter discusses how it acts as a template for other communications components in terms of its ability to create awareness, image and develop customer relationships through brand engagement.
8.1 Brand narrative

Further ReadingChapter 9 Brand Narrative and Relational Management traces the progression from product to brand to the broader social and psychological meaning enveloped in the brand’s story or narrative.

8.2 Brand meaning

Further ReadingChapter 1 Introduction to Marketing Communications introduces the student to the debate on the meaning of consumption created by marketing communications.

7.3 Word of mouth

Further ReadingBoth Chapter 1 Introduction to Marketing Communications and Chapter 2 How Marketing Communications Works introduces the student to the phenomenon of word of mouth, an integral part of almost every marketing communications campaign.

6.3 Production implementation
Further ReadingBoth Chapter 11 Advertising Strategy and Chapter 13 Media Concepts and Media Planning introduce the student to the practical application of marketing communications.
6.2 Media implementation

Further ReadingChapter 13 Media Concepts and Media Planning discusses in detail the characteristics and logic of media planning and the need for an accurate understanding of the various techniques and approaches to planning the media component of campaigns.

6.1 Creative implementation

Further ReadingChapter 12 Advertising Creativity is about all the creative elements used to help achieve strategy. Advertising, in some ways the driving force of the marketing communications mix, is given prominence, but the creative principles are also applied to other communication tools.

5.2 Media

Further ReadingChapter 13 Media Concepts and Media Planning introduces the various concepts, techniques and approaches to planning the schedule for media.

5.1 Communications mix management

Further ReadingChapter 10 The Marketing Communications Mix is an introduction to the collection of communication components which can be used to construct and maintain dialogues with target audiences.

4.3 Tactical Positioning

Further ReadingChapter 7 Tactics and Techniques of Positioning explains and critiques the range of tactics and techniques of positioning and how this helps to underpin and reinforce the brand’s strategic positioning.

4.2 Strategic Positioning

Further ReadingChapter 6 Strategic Positioning discusses the importance of establishing a brand’s territorial rights: claiming, establishing and maintaining a product/market space in the target market segment and a mind space in the consciousness of the target audience.

4.1 Budget

Further ReadingChapter 5 Marketing Communications Strategy and Planning introduces the techniques of budgeting and discusses the objective requirement for careful preparation of the financial aspects of campaign planning.

3.3 Communications Mix

Further ReadingChapter 10 Marketing Communications Mix examines the range of tactical communication tools available for the marketer to help achieve the objectives of successful marketing communications.

3.2 Communication effects and objectives

Further ReadingChapter 4 Marketing Communications Effects and Objectives describes the need for accurate and deliberate objectives in order to achieve successful marketing communications.

3.1 Marketing objectives
2.3 Brand meaning

Further ReadingChapter 1 Introduction to Marketing Communications introduces the student to the debate on the meaning of consumption created by marketing communications.

2.2 Customer dynamics

(i) Pre-purchase: the difference between what a consumer needsto purchaseandwants to purchase depends on the type of product, how it will be used and the context within which it will be consumed.
(iii) Evaluation of alternatives is the stage where possible brands in a consideration set are compared.
(iii) Information search marketing communications directs purchases by offering signs, information and associations and where to get information from.
(ii) Purchase: the meanings that are ascribed to brands are negotiable. It is absolutely imperative that marketing communications presents the brand in the social context of how the brand will be consumed. The symbolic content of a brand, in relation to consumer needs and the competition and how situational factors such as where and when the product is sold affect opportunities to purchase, is fundamentally important to successful marketing communications.
(iv) Post-purchase: the life-time customer value of repeat purchase is vital to companies, and the further spread of word of mouth essential to the adoption of product, companies have to build in this element of social intercourse to the brand’s narrative. The post-purchase regret (cognitive dissonance) which consumers experience may be functional, social, psychological or even ethical.
Further ReadingChapter 2 How Marketing Communications Works shows some of the sequence of decision-making models which have been the mainstay of discussions on how marketing communications influences buyer behaviour.

2.1 Environmental factors
1.3 Brand portfolio or brand architecture

Further ReadingChapter 8 Building Brand Equity introduces and develops the conceptual underpinning of brand management and lays the foundation for the extension of the various brand theories.

1.2 Brand history
1.1 Market meaning