Mikhail Trufanov, Director General of ArtonconsaltingHow are advertising campaigns on the Internet planned? Most often on the basis of “healthy meaning”. Like soccer, everyone's in advertising. And everyone knows where to sell their stuff. The following arguments in the selection of the advertising area are most common:
These arguments are not one dozen, and most of them will have nothing to do with media planning. There's no way to evaluate the advertisements in their own sense, because:
One simple thing should be understood first. In the word, advertising! The Internet is only a way to deliver a message.
In the area of online relay media, there's nothing different from advertising in the paper or radio. There are changing modes of delivery, but the point remains the same. And the main stages of advertising planning are unchangeable.
1. Publicity planning stages
Planning of any advertising campaign, including on the Internet, can be divided into the following main stages:
1. Determining the purpose of the advertising campaign;
2. Definition of target audiences;
3. Pre-selection of advertisements;
4. Selection of formats;
In fact, the product itself that we will advertise with all its advantages and disadvantages must first be determined. But fortunately, this phase is hard to forget.
And with the purpose of the advertising campaign, it's usually trouble. Either they don't think about it or they're wrong or the limit is very general. In fact, in the design of the media plan, you need to understand that we're advertising a specific product or brand? The purpose of the advertising campaign is either to increase the sale of a particular product at a given time or to influence consumer attitudes towards stamps.
In the first case, we work with reason, in the second, with emotions. And the two things need to be treated differently. If you're told to increase sales and loyalty to the brand at the same time, it's a challenge for two promotional campaigns. Of course, any campaign, including a brand, as well as any sales image. But the target can only be one thing.
2. Selection of advertisements and host formats
Both depend on the goals of the advertising campaign. The table below shows what needs to be taken into account in selecting the sites and formats of the banners.
- Imaging campaign: