Question

Use the 7 steps in an advertising campaign for one of your favorite product. Clearly label each step, and provide details for each.

Answer 1

Below are the seven steps with details for an advertising campaign for a co-living space in the Naational Capital region of India-

Step 1 - Research about the product - This step is performed to research, identify, analyze and evaluate the market in which we are going to advertise the product. A shared co-living space is for millennials who are studying or working in a nearby locality. In this step, we need to research the market, competitors, demand etc.

As per the renting sector in India, it is mostly an unorganizaed market and hence, landlords and renters have to get through a lot as no standards are being maintained in the industry. The presence of organizaed co-living space companies are low and the number of individuals migrating to the NCR region is high.

Step 2 - Know the target audience - This step clarifies about who is going to buy the product and who is te target audience.

The target customers for the co-living spaces are the people in the age group 20 to 30 who are looking for a quality rented space with pleasant companions around them at low prices.

Step 3 - Setting the Budget - This step is to identify the allocation of available funds to advertise the product through different media channels. It also includes the amount of time for which the capmaign is needed to be advertised.

For a shared co-living space, the capacity of the available beds in the property is the major factor. We cannot keep more than the capacity of the building and also, the reach should also be limited to the region in which the location is located. Hence, low cost advertisements should be used. It includes social media, You tube, Instagram etc. to run the campaigns.

Step 4 - Deciding the theme - In this step, the complete theme for the campaign is decided including the colors to be used, the locations to be used, the actors or models to be used, graphics, music and voices etc.

For a co-living space, the pictorial representation of the place of living is to be advertised so that more people from the targeted customer segments are attracted towards it. The videos are always useful for the same. Hence, pictures and videos with attractive colors and vibrant places is to be used. Also, co-living is a term used for community living, which focuses on fostering communities among people. Hence, videos and pictures with people shown enjoying their time and space should be used.

Step 5 - Selection of Media - It is the selection of channels through which advertising campaign is to be run.

For this particular case, since the reach should be high in a region and also the targeted customers are youngsters who spend most of their time on social media and Internet. Hence, digital campaigns should be used along with the roadside banners and Guerilla Marketing should be used. Communities must be focussed and standard of living must be focussed in the advertisement media. The digital campaigns can be carried out through facebook, Instagram, You tube should be used.

Step 6 - Media Scheduling - Campaign should reach the targeted customer at the right time. This step focuses on the scheduling of the advertisements.

For our product or services, peopl ecan be reached through E-mail marketing, Social Media, Billboards etc.

Step 7 - Executing the campaign - This step involves performing required activities to run the campaign.

We will run the advertisements on media channels and will try to deduce the reaction of target customers. Feedbacks will be provvided and the campaigns will be renewed after the certain period of time.