Introduction advertising unit Structure

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11 
 
 
PLANNING AN ADVERTISING CAMPAIGN 
 
 
Unit Structure : 
 
11.0 Objectives of the lesson 
11.1 Introduction 
11.2 Process of Planning the Advertising Campaign 
11.3 Market Segmentation 
11.4 DAGMAR Model 
11.5 AIDA 
11.6 Unique Selling Proposition (USP) 
11.7 Advertising Appeal 
11.8 Summary 
11.9 Questions
11.0 OBJECTIVES OF THE LESSON
After completion of this lesson the student will be able to 
understand : 
Importance of planning the Advertising Campaign 
Process of Planning the Advertising Campaign 
Factors influencing the Planning of an Advertising Campaign 
Bases of Market Segmentation 
Importance of Market Segmentation 
DAGMAR Model, AIDA, Unique Selling Proposition (USP) 
Appeals used in Advertising 
11.1 INTRODUCTION
Advertising campaign can be defined as a series of 
advertisements with an identical or similar message, place in one or 
more of the advertising media over a particular period of time. 
An advertising campaign must be co-ordinate with other 
marketing efforts and activities. This means the campaign must be 

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correlated with the personal selling activities of the sales force, 
those of the distributors of the product and with the various other 
promotional efforts, which may be a part of marketing mix. 
11.2 PROCESS OF PLANNING THE ADVERTISING 
CAMPAIGN 
11.2.1 Meaning : 
The campaign planning is the joint effort of both the advertiser 
and his ad Agency. The advertiser supplies much information about 
the product, the channel of distribution, competition the product, 
and the firm. The agency may collect other information from the 
market, in respect of target audience etc. 
Advertising campaign planning simply means planning the 
advertising campaign. Advertising campaign planning concerns 
many people in the advertising agency, but mainly concerns the 
advertising manager (for the client), account executive, marketing 
manager, creative director, media planner, and PR manager. They 
design and plan advertising campaign for the client.