Post by account_disabled on Mar 5, 2024 11:54:44 GMT 3
“ How to create an advertising campaign ” is the title of an old book studied in a university exam, one of those handbooks that you ultimately decide to keep in the library thinking “I'll definitely need it one day”. And when you take it back you realize, in fact, that to this day that old book has remained one of the points of reference for creating an ad hoc communication campaign . How to create an advertising campaign (Lehmann, 2003) The book in question, which I happened to read again a few days ago, is by Enrico R. Lehmann , Carocci Editore. Since the first edition way back in 2003, the author has updated the text with the latest version in 2017, so you certainly won't find Tik Tok mentioned, but I assure you that it was very useful to me just a
few days ago, because Lehmann within the book managed to report in Belgium Phone Number detail all the phases to follow to create an effective advertising campaign. Let's see them together: Preliminary phases (cognitive phase and precise phase) Ideational phases (exploratory phase and creative phase) Final phases (executive phase and final phase) Before analyzing phase by phase, however, it must be underlined that the advice in the book can certainly facilitate the work, but cannot work miracles. It is important not to miss any phase, from initial analysis to final evaluation, to create an impactful campaign.
But let's now look at the different phases in detail. Cognitive Phase Before being able to decide on any strategy, one of the necessary activities to be carried out is the collection and analysis of the information present within the reference context of the campaign. For example, if we need to create an impactful communication to raise citizens' awareness of the risks associated with cigarette smoking, it is advisable to first analyze the context for which the communication campaign is intended to understand how many smokers are present in the area, what their age is average, etc. Precise phase In this phase we will therefore identify the problem that communication must resolve and define the objectives of the campaign. Also in this case it is essential to choose SMART objectives (specific, measurable, accessible, achievable, temporally defined - deadlines). The same objectives will then be evaluated at the end of the campaign.
few days ago, because Lehmann within the book managed to report in Belgium Phone Number detail all the phases to follow to create an effective advertising campaign. Let's see them together: Preliminary phases (cognitive phase and precise phase) Ideational phases (exploratory phase and creative phase) Final phases (executive phase and final phase) Before analyzing phase by phase, however, it must be underlined that the advice in the book can certainly facilitate the work, but cannot work miracles. It is important not to miss any phase, from initial analysis to final evaluation, to create an impactful campaign.
But let's now look at the different phases in detail. Cognitive Phase Before being able to decide on any strategy, one of the necessary activities to be carried out is the collection and analysis of the information present within the reference context of the campaign. For example, if we need to create an impactful communication to raise citizens' awareness of the risks associated with cigarette smoking, it is advisable to first analyze the context for which the communication campaign is intended to understand how many smokers are present in the area, what their age is average, etc. Precise phase In this phase we will therefore identify the problem that communication must resolve and define the objectives of the campaign. Also in this case it is essential to choose SMART objectives (specific, measurable, accessible, achievable, temporally defined - deadlines). The same objectives will then be evaluated at the end of the campaign.