Steps in Planning an Ad Campaign

During the process of marketing a new product to address shifting consumer needs, Dole found itself pursuing a new target market and creating a new product line. In 1999, Dole stepped out of its traditional canned pineapple product category and introduced the Fruit Bowl, which was developed to meet consumers’ growing demand for convenience foods. To its surprise, research revealed that about 54 percent of Fruit Bowls’ sales came from households without kids—specifically, professional women on the go. For its new products, the advertising agency Dailey and Associates targeted working women, ages 25–54 years, with a combination of prime-time TV spots and print ads in women’s magazines. With the message that “Dole Fruit Bowls are fun to eat, healthy, and great on the go,” the common thread of the multimedia campaign was the tagline “Dole. Life is Sweet.” By the end of 2003, volume growth at Dole also was sweet as customers continued to choose Dole’s healthy snacks over more traditional ones.

Designing a successful advertising program requires much planning at each step in the process, helping to ensure that the intended message reaches the right audience and has the desired effect. To get a consumer to remember both the ad and the brand, advertisers first must get the person's attention. This job has been made difficult by the increasing number of communication channels and changes in consumers' media usage. Advertisers are attempting to use creativity and a mix of media that offer better opportunities to reach their target markets.

Step 1 - Put each step in the process of the correct order.

Determined Budget

Create Advertisments

Set objectives

Convey the message

Assess Impact

Evaluate and Select Media

Identify Target Auidence