Ad Campaign: Strategy & Examples

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  • 0:01 What Is an Ad Campaign?
  • 1:17 How Is an Ad Strategy Created?
  • 4:54 Lesson Summary
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Lesson Transcript
Instructor: Tara Schofield
Companies must find effective ways to market their products and services to current and potential customers. By following the four steps in this lesson, a business owner can create an effective ad campaign.

What Is an Ad Campaign?

When a company has a product or service, it is vital that potential consumers learn about the new offering. The company then has to go a step further and entice the customer to buy the product or service.

For example, your friend, Bob, owns a catering business. He has been busy making ribs, chicken, and burgers for parties all over the city. People love his food, and his catering business is extremely successful. He keeps getting asked when he is going to open a restaurant. After giving it a lot of thought, he decides to open a food truck, which will allow him to offer his food to individuals every day. One thing Bob didn't realize is how many food trucks are already selling similar products. His food is suddenly lumped into a large group of food providers, and he needs to figure out how to tell people about what makes his food different from the other rib trucks.

Bob needs to implement an ad campaign to reach his current and potential customers. He realizes he needs to be able to tell people where to find his truck, what food he offers, and encourage people to come try his menu items. An effective ad campaign creates interest, builds desire for a product or service, and motivates people to act on their desire.

How Is an Ad Strategy Created?

There are four main steps to creating an ad campaign:

Step 1: Know Your Target Market

One challenge most businesses have is understanding their target market, the people who are the best fit for their product and service. While it would be nice to think that everyone will want your product, it will help focus the advertising efforts to have a specific group of people you want to be your customers. The factors that should be considered when determining a target market includes: age group, income levels, education levels, where they live, interests and hobbies, etc. In the example with Bob, he is looking for men and women ages 25-45, with children living at home, earning $50,000 or more annually, and who are too busy to cook healthy meals at home.

Step 2: Know Your Product or Service

Understanding the benefits of your product or service is vital to create an effective ad campaign. Spend some time determining what your target market will most appreciate about what you have to offer. Will it make their life easier? Will they like it because it's new and innovative? Maybe the convenience of your product will attract new customers.

Bob considers what is most appealing about his food truck and he decides to focus on a few key benefits of his food: he uses only the freshest ingredients purchased from local farmers, his recipes are unique and delicious, and he serves delicious and nutritious food at competitive prices.

Step 3: Determine the Best Medium for Sharing your Message

There are almost unlimited ways to communicate your message about your product or service. If you think about it, you will realize just how many methods companies use for advertising purposes: signs on the side of the road, billboards, ads on the back of grocery store receipts, signs on cars, fliers, printed ads in magazines and newspapers, online ads, social media, and mass mail. As you understand your target market, you can determine where your message will be best received.

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