THE ADVERTISING PLANNING CYCLE


By
Prof. Shravan Rungta
B.Com, MMS, PGDEM, NET
Faculty - Advertising
N L Dalmia Institute of Management Studies and Research
Mumbai
9820572046
E-mail : facultyshravan@yahoo.co.in
 


The Advertising Planning Cycle

Devised by Stephen King, the London based Advertising professional, the planning cycle is one of the most sound and simple ways to study how advertising campaigns are developed.

The Advertising planning cycle helps in isolating the roles of each department in an agency such as Client Servicing, Creative, Media and Research. It guides the agency through various stages of formulating, creating, releasing and evaluating an advertising campaign.
 


The first two questions are research based, the agency needs to find out how the brand is perceived, the current profile of its consumers and what trends are influencing the segment and the category.

The third question is answered based on the clients' objective and here the advertising strategy comes into the picture. Research is also carried out  to generate and evaluate creative ideas.

The fourth question, is concerned mostly with the creative process of planning and generating themes for the campaign. The media analysis and planning also plays a major role during this stage.

The final stage involves evaluating the effect of the campaign in the marketplace, in order to improve upon it or provide guidance for new campaigns. And finally when this stage has been reached, its time to start the process again.

Reference: "Behind Powerful Brands" John Philip Jones (Tata-MaGraw Hill)
 


Prof. Shravan Rungta
B.Com, MMS, PGDEM, NET
Faculty - Advertising
N L Dalmia Institute of Management Studies and Research
Mumbai
9820572046
E-mail : facultyshravan@yahoo.co.in
 

Source : E-mail June 3, 2004

 

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