August 19, 2010 § Leave a comment

According to Phillip Kotler

Any paid form of non-personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor

As Kotler says in this article, “The aim of advertising is not to state the facts about a product but to sell a solution or a dream“.

So, what should be your objectives in an Advertising Campaign??

  1. Generate incremental sales. (as obvious as this may seem, most BM forget this).
  2. Reaching ## of brand awareness (## should be defined depending on your target).
  3. Reaching ## of Top Of Mind (TOM)
  4. Improve the quality perception of a Brand.


These objectives are not only dependable on the actual TV / Radio Spot or the printed pieces, but it also depends on how media is bought. That’s why, when thinking of a campaign, you should take into consideration the budget for the entire campaign. Establish the cost for campaign creation and release.

A later post on buying the right media will expand my sharing knowledge on this matter, at this moment we will assume that the media used for a given campaign was bought accordingly to the brand’s needs.


TV: Most of us think of TV as the TV we watch. The importance of TV as a media, resides in the possibility to reach hundreds of people with one spot. In Venezuela, Airing a 60-spots campaign in the largest open TV provider allows Brand Management to reach as much as 60% of the population at least once. During 2010 Superbowl (largest American Football event of any year) more than 100 million viewers watch the transmission over national networks (open-source tv), that’s why a single 30-second spot during halftime was worth about USD 2,8 million (about GBP 1,85m or EUR 2,2m).

When thinking to include TV in your ad campaign, analyze the costs of media, the amount of airing that you need to do in order to achieve your campaign objective and the costs of creating a TV spot.

Apart from the usual TV Ads (that can vary from 20 seconds upwards in 10 sec increments) there is a possibility to include your product within the script of a program. This inclusion is called product placement and it’s becoming more used as systems like TiVo (that allows the viewers to skip commercial breaks) are more popular. Also, the product interacts with the program plot so it reaches the viewers mind in an unconscious level.

RADIO: Radio spots are much more less expensive than TV spots. That’s one of the main reasons BM select Radio as a correct media to publicize their campaign. Radio also offers the possibility to reach a more targeted audience (also possible in cable TV by selecting certain airing times, networks or special programming). RADIO helps you reach audience while they’re travelling (so if you’re advertising about impulsive-purchasable-products that are ease to find while travelling this should be one of your options.

Other brands, use RADIO as a way to amplify the reach of your target (as some of them won’t watch TV or will miss your TV Spot).

ONLINE: This new mass media is still growing and reaching more users (on a deeper level) because of the interactions that users have through the available media. The World Wide Web, now doesn’t require the use of big computers and now allows users to connect through wireless networks (or smartphones). While being online, a brand has the opportunity to speak to consumers in a two-way conversation that impacts in a deeper way. The biggest issue about this media is the dispersion of it, there are far too many points-of-contacts to reach the users.

PRESS AND MAGAZINES: These medias are also frequently used in a campaign because of:

  1. Great scope and turnover.
  2. Ease to desecrate specific target.

Also, because print media is “less interactive” than audiovisual ads, they’re less expensive. (in terms of cost per contact).

OUTDOORS: these media is less massive as consumers need to pass-by the media to interact with it, however, my experience dictates that the consumers (in Venezuela) are more likely to remember the full message of the ad.

To be effective with this media, it is needed to have lots of units (to increase viewable points). According to the size, vissibility and location the cost of outdoor units will vary.

POINT OF SALES: All possible pieces of comunication with the consumer at the shelf (if FMCG). These pieces of communication include:

  1. Package design
  2. Point-Of-Purchase Print or Digital.
  3. Indoor billboards/TV.

All this campaign activation are also known as above-the-line (ATL) communications.


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