campaign planning
Definition:
An essential preliminary to the execution of an ADVERTISING CAMPAIGN. In practice, individual advertisers' and advertising agencies' approaches to campaign planning vary considerably, but the process should ideally comprise some or all of the following actions: product-market analysis, evaluation of competitive position, client brief, objective setting, budgeting, selection of target audiences, formulation of creative and media strategies, creative execution, media buying and scheduling, production, implementation, measurement of effectiveness. See also ADVERTISING APPROPRIATION, ACCOUNT PLANNING, ADVERTISING OBJECTIVES, ADVERTISING TESTING, MEDIA BUYING, MEDIA PLANNING, MEDIA SCHEDULE.
Cross-References:
[advertising appropriation (budget and setting)]
[advertising campaign]
[advertising objectives]
[media planning]
[media buyer]
[advertising testing]
[account planning]
[media schedule]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].