When carrying out an advertising campaign many aspects of information must be taken into account, for an advertising campaign to be really successful.
One way to approach the campaign is under the management of 8 variables that start with the letter M. Small summary model that helps us think about the main variables that must be taken into account for the complete success of an advertising campaign.
Here is a brief review of the eight M…
The Eight M:
Management, Currency, Market, Message, Media, macroprogramming, microprogramming, measurement.
Any effective advertising must follow a good plan, although there are no unique ways to plant advertising campaigns, it is pertinent to always consider the following variable questions.
1. The problem of Management:
Who will control the campaign?
On many occasions, advertising is handled through agencies, on other occasions the marketing departments of the companies are in charge of developing advertising campaigns.
This decision is very important, because advertising campaigns are generally difficult to reverse due to the high costs of stopping what has been done.
It is also important to take into account the experience, creativity and quality for which they will be responsible.
2. The monetary problem
How much should be the spending on advertising taking into account the means to use?
It has to do with the relative importance of the good or service to offer within the company. The brand recognition of the same must be taken into account and, logically, the advertising budget must be in accordance with the sales projections of the company.
3. The market problem:
To which group will the advertising be directed?
Given previous market research, the target population, their preferences and preferred media should be clearly identified given their characteristics.
Example: If I am selling books of contemporary poetry, my population could be women between 20 and 35 years old, with training in science related to literature and income of $ 2,000 per month thereafter…
If I sell soccer balls my population could be from children to young people 10 - 25 with or without income (parents) and who constantly frequent the stadium…
Determining objective markets and identifying needs makes the market share the most important.
4. The message problem:
What should my advertisement say?
The style and the way of handling the information are fundamental. Type of language, type of scenery management etc…
How to convince people of the benefits of the product and under what conditions.
5. The media problem:
What will be the communication channels that will be used to send the message?
Use direct advertising, internet, radio, press, television, etc. The determination will generally depend on the type of user being sought.
6. The macro problem:
When should the total campaign last:
Years, Months or days. Justifying why and under minimum penetration goals. The important thing is to reach the largest number of effective clients.
7. The micro problem:
On what dates and at what times should the ads appear?
This determination depends on the purpose of the campaign.
For example: Promoting the finals of the local soccer championship will require specific schedules and dates in accordance with the performance.
8. The measurement problem:
How will the effectiveness of the advertising campaign be measured?
There are various measurement possibilities
- By increase in sales By brand recognition By number of people to whom the message was communicated By number of people who requested more information
It all depends on the objectives of the campaign.
A correct determination of the 8M will significantly help to carry out successful advertising campaigns.
