Enterprise: Strand 2


Planning an Advertising Campaign When planning an advertising promotion, it is important to:


• Have clear aims or objectives. • Decide on a budget (remember advertising is an expense). • Choose an appropriate form of advertising depending on the target market. For example, would Dyson advertise their new hairdryer in the Farmer’s Journal? Would John Deer advertise their new tractor in Hello! magazine?


• Decide on an advertising agency (expert outside company) or hire someone within your business.


• Evaluate the campaign. After the campaign (advertising for a particular product) is finished, the business must evaluate it and ask: - What worked well?


- What would we do differently? - Did people buy the product? - Was it worth the amount it cost?


• How else can you evaluate the campaign?


- Identify the costs involved and see if campaign was cost-effective. - Survey the public.


- Check if sales have shown a significant increase. - Ask employees for their opinions.


Example


Pepsi invested in an advertising campaign when breaking into the Chinese market. They decided to use the slogan ‘Pepsi brings you back to life’. However, it translated as ‘Pepsi brings your ancestors back from the grave’ and sales were disastrous!


Yorkie used the slogan ‘It’s not for girls’. Initially the controversy around the ad made sales increase. However, after complaints were made to the Advertising Standards Authority Ireland (ASAI), the ad was removed and Yorkie had to change their advertising campaign.


Some of the more popular slogans that were a success:


McDonald’s I’m loving it L’Oreal Nike


Because you’re worth it Just do it


Some advertisements use the following techniques: Advertising techniques


Catchy songs and phrases Attractive lifestyles


Use of celebrities An air of authority


212 ‘Them bones them bones need calcium …’


Good-looking models, blue skies, the sun is always shining and everyone is smiling.


Celebrities appearing in the advertisements.


Dressing actors as lab technicians or doctors to tell us that a product is 99% effective.


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