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ADVERTISING CAMPAIGN EFFECTIVENESS

Todays concept in media and advertising world are changing 360 degree, more likely the usage of

typical media campaign on the local print and electronic media has totally revolutionize as the

integrated marketing efforts are heavily creating impact on the customers and their preferences.

Reasoning behind the consumer inclinations are mostly due to the variation in the penetrating trends,

innovative ideas, adapting media and advertising from the global perspective as well but at the same

time when we discuss about change and adopting the change from customers perspective the masses in

our country are unaware of leading concepts in media; majority dont know about their surrounding,

sometimes their opinion are biased, preferences are out dated which exploit the marketer to think out

of the box and to have eye on big picture to create the imagination in to practical scenario of life. For

Example UN Aid Agency, social awareness campaigns for Polio, HIV, Hepatitis and Drug Addiction etc.

For every advertising campaign success or effectiveness the pre and post response/behavior of

audiences is important to knows so some essential activities should also we consider while

starting/launching a new advertising campaign should include;

y Pre Defined Objectives Of Campaigny Specify Target Market & Segmentationy Pattern/Trends Of Target Audience Perception Before Launching Campaigny Launching, Sorting & Organizing Primary/Secondary Activities Of Campaigny Analyze The Post Behavior & Experiences Of Target Audience

Important motive behind the advertising campaigns are to meet the financial and non financial goals in

such a way that it create the strong expressive influences on the target audience and duly satisfy the

stakeholders because stakeholder are those players who work at the back end of the every game plan

and strategy, so their satisfaction and feedback is also very considerable in this regards. Commercial

viability of campaign leads stakeholders to think for launching campaigns or not; because financial

objectives are also important aspect for every business and everyone wants fruitful outcomes with

massive impact as well. E.g. Commercial campaigns for promotion by Zong, Mobilink Indigo - Jazz Jazba

While discussing about being effective in any advertising campaign the Message is also a very

important aspect to remember. Message should be designed is such a way that it looks SMART which

means specific to the product attributes, highlights the rationale and provide justification of its target

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audience, also be innovative, focused and positive that it could easy acceptable and leads to motivate

and response oriented towards its customers/ target audience For example Tata Tea India Tvc & print

campaign. The interrelated point with message is the means of communicating the message should also

be unique and innovate. Those advertising campaigns are successful today which execute all the bits and

pieces of their through proper channel. E.g. Nike- Live For Cause, Dirt is Good, Surf Excel Pakistan

Social networks and internet blogs also allow brand establish their business, mostly a fan page allows

the brands to embed logo and customize page style as well. With this extremely valuable social tool

brand stable across the board as it relates to all aspects of their online presence. There are numerous

ways for brands to promote themselves through a single Fan page as their advertising campaigns on

social networks. This interaction helps in building relationships with fans which lead to influence target

market and particular niche market segmentation. To keep social networking it is important to consider

it as interactive activity every day. Social networking has also provided opportunity which can be utilized

by brands for maximum outreach. E.g. Coke Studio Pakistan, Surf Excel Tools for School etc.