Advertising campaign checklist

1. Conducting researches and defining objectives

• Making competitors analysis (direct and indirect competitors and their advantages, weaknesses and strategies)
• Researching growth of the industry
• Determining key market segments
• Identifying the crucial points of difference between your business and the competitors'
• Estimating the unique features of your product/service
• Defining current demand for your product/service
• Defining objectives according to premises
• Setting exact and comprehensive objectives (e.g. increase sales to 15%)

2. Researching factors influencing on target audience

• Defining demographic characteristics (e.g., age, sex)
• Defining psychographic characteristics (e.g., activities, interests, opinions)
• Making a decision

3. Setting responsibilities

• Determining employees responsible for advertising campaign
• Delegating powers
• Defining level of responsibility
• Choosing advertising agencies to be involved in the advertising campaign
• Defining functions for adverting agencies

4. Creating advertising concept

• Learning peculiarities of target audience
• Learning characteristics of product/service to be advertised
• Defining competitive advantages of product/service
• Choosing methods of positioning product/service

5. Defining a list of optimal advertising media to be applied

• Outdoor advertisement
• Poster, booklet
• Radio
• Television
• Internet
• Newspapers and magazines
• Direct emailing

6. Creating advertising messages

• Choosing a model (AIDA, AIDMA, ACCA, etc.)
• Defining factors in message development
• Customer - target audience
• Company - product/service
• Competitive Positioning
• Structuring message
• Appeal
• Value Proposition
• Slogan
• Testing message
• Choosing a medium for advertising implementation

7. Budgeting

• Drawing up promotional plan
• Estimating costs allotted for advertising and promotions
• Creating advertising and promotional materials
• Estimating costs for each advertising media
• Determining pricing strategy:
• Briefing pricing techniques
• Setting retail costing and pricing (for retail businesses only)
• Setting multiple pricing (for service businesses only)
• Determining your current competitive position
• Pricing below competition
• Lining price
• Defining Service components
• Estimating labor costs
• Estimating material costs
• Estimating overhead costs

8. Scheduling and timing

• Creating detailed plan of primary publicity events (usually tabular)
• Defining advertising duration and recurrence
• Defining advertising order,...

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