Marketing Communications

CAMPAIGN DEVELOPMENT 205

as Dutch cheese, British beef or French wine. Theme advertising attempts to build a reservoir

of goodwill for a brand or a product. Action advertising tries to stimulate consumers to buy a

product immediately. Oft en, the latter is used in support of a sales promotion campaign.

Finally, diff erent types of campaigns can be distinguished on the basis of the medium in which

the ad is placed. Two main categories of traditional or above-the-line advertising can be distin-

guished: audio-visual and print. Other forms of advertising, such as in-store communications

(see Chapter 12 ) and direct advertising (see Chapter 13 ), are called below-the-line advertising.

Campaign development

Developing an advertising campaign, like any other communications plan, consists of a

sequence of steps ( Figure 7.2 ).^3 Th e starting point is the marketing strategy, on the basis of which

a specifi c advertising strategy needs to be developed. Th e three main points in the advertising

strategy are: the target group (to or with whom are we going to communicate?), the advertising

objectives (why are we going to communicate or what are we trying to reach?) and the message

strategy (what are we going to communicate?). Th e most diffi cult step is translating the advertising

strategy into a creative strategy or, in other words, going from ‘what to say’ to ‘how to say it’.

Figure 7.2 Stages in campaign development

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