These standards define campaign and non-campaign advertising and list considerations for each.
Campaign advertising refers to a more comprehensive strategy which might contain a number of variations of the ad, placed across different media channels and over a period of time. For example, the ANU brand advertising campaign runs a series of press, online and TV ads over a period of several months. It is advertising that is strategically planned, implemented and evaluated within a greater marketing communications context.
- Purpose: What is the reason behind the advertising campaign?
- Target audience: What are the target audiences and where are they located? Consider demographic and psychographic profiles.
- Key proposition: What is the single most important thing that should be communicated in the advertising campaign?
- Content: What specific and relevant information including text and images should be included?
- Media placement: What media will be used? Are there specific channels that have worked in the past (digital, search, print, radio, outdoor, etc)?
- Media timing: When is the advertising campaign to take place and what is the reason for that timing?
- Budget: What is the budget for the creative, production and media?
- Outcome: What is the task the campaign must perform and how will it be measured?
- Background: Consider relevant research or information that might influence the development or outcome of this campaign.
- Marketing communication context: Does the campaign fall within a marketing context which has set objectives and strategies?
Non-campaign advertising typically refers to one-off ads that promote a specific event, activity or program. The ad may be placed in a single publication or may appear in multiple online and print locations. Non-campaign advertising is reactive and usually completed on short notice.
- Purpose: What is the reason for advertising, for example increasing recruitment numbers to a course?
- Content: What is the specific and relevant information to be included in the advertisement?
- Mandatories: What is the required information, for example the contact name, phone number and email that will be used as response mechanism to the ad?
- Placement: Where should the ad appear, for example the Canberra Times, mono in the early general news section?
- Timing: When should the ad appear?