|This article is or was the subject of a Wiki Education Foundation-supported course assignment. Further details are available on the course page. Assigned student editor(s): EmilyCarew.|
|WikiProject Marketing & Advertising||(Rated Start-class, Top-importance)|
|WikiProject Media||(Rated Start-class, High-importance)|
Removal of section
steps in developing advertising campaign
1.setting advertising objectives
2.setting the advertising budget
3.creating the advertising
4.selecting advertising media
5.evaluating the advertising campaign
- These steps are covered in the article on Advertising management
Suggest merging this over to Marketing. If you search for "advertising campaign" the redirect leads there (though the word campaifn is not in the body). The concepts so closely related, they should all be in one place. Verne Equinox (talk) 22:42, 8 September 2009 (UTC)
Very Confused article
The title of this article is "Advertising campaign" yet the article deals with all manner of marketing and promotion related topics - guerilla marketing, IMC, positioning. target markets etc - virtually anything except campaigns. It is confused and unfocussed. It treats advertising as synonymous with promotion (a common but unfortuante error).
This article is so unfocussed that it duplicates content covered on other wikipedia articles, including, but not confined to:
- Advertising management
- Advertising campaign
- Advertising media selection
- Guerilla marketing
- Integrated marketing communications
- Marketing communications
- Market segmentation
- Target audience
- Targeted advertising
- Positioning (marketing)
- Promotion (marketing)
- Promotional mix
- Promotional campaign
- Segmenting and positioning
Effective advertising campaigns This article begins by asserting, without any refernces, that "there are 5 key points at which an advertising campaign must consider to ensure an effective campaign. These points are, integrated marketing communications, media channels, positioning, the communications process diagram and touch points."
This statement is bizarre because:
- advertising is a sub-component of integrated marketing communications and is therefore a broader concept
- positioning is a broader marketing concept
- the communications process diagram is a broader concept
While any advertising campaign should be consistent with the broader corporate vision, its integrated marketing communications and its positioning statement, these factors only set the stage for the development of the campaign. What is special about devising advertising campaigns? We do not get any sense of the unique challenges and tasks involved in advertising planning or execution. Nor, do we get any sense of what makes campaigns effective.
Target market The content of this section describes segmentation processes rather than the selection of a target market or target audience for a given campaign. This section is unfocussed, confusing and is not integrated with the core topic of advertising campaigns. At the very least, I would have expected this section to distinguish between a target audience (the audience for a given medium or campaign) and a target market (potential and existing customers for a given product, brand or service). How do advertisers select the target audience? This question is not addressed at all.
Positioning The section on positioning is unfocussed. It begins by asserting that the positioning can be understood in terms of price, place, product and promotion (i.e. the 4 Ps). This is not the consensus understanding of positioning and it contradicts at least two other articles namely Segmenting and positioning and Positioning (marketing). This assertion then sets up the rest of the section which simply regurgitates content about the marketing mix which means that it duplicates content on other articles including Marketing; Marketing management and the Marketing mix.
Measuring advertising effectiveness The lead section explicitly mentions the need to evaluate a campaign's success or failure. (Fair point) but the body of the article never actually gets around to discussing effectiveness measures. This is a major omission in the article. At the very least, I would have expected some discussion of campaign tracking measures.
Communications process diagram Why bother specifying diagram if a diagram is not to be shown? This could be a simple discussion of the communications process as it applies to advertising campaigns. It does not need to specify diagram. But perhaps the more important issue is how people process advertising messages and this is another major omission.
Guerilla marketing I have no idea what this is doing in an article on advertising campaigns? Guerilla marketing is a different promotional tactic.
The entire tone of the article is basic and confusing, misleading in places, contradicts content that is already covered elsewhere on Wikipedia and adds nothing of value. This article is a strong candidate for deletion. BronHiggs (talk) 23:58, 27 January 2017 (UTC)