3 Communication Strategies for Advertisement Campaigns
July 9, 2013
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Today’s world is driven by consumer-culture, making advertisement an essential form of communication. We rely on visual communication now more than ever.
Martin Irvine, the director of Communication, Culture and Technology at Georgetown, believes we are living in an “image-saturated world.” Advertisements are an essential component of that world, allowing us to connect with organizations and corporations – on local, state, federal and even global levels. Communication Design allows individuals to appeal to both macro and micro aspects of our culture.
As a Communication Design student, you may be interested in advertising. Read more to discover how these 3 communication strategies work for advertisement campaigns:
Refine Your Creative Concept
Like most design concepts, advertisement campaigns begin with an idea.
Begin by brainstorming objectives for your campaign: what do you hope your advertisements accomplish? This will depend on the corporation you are creating the campaign for. If you are creating advertisements for a retail company, you will have a different consumer in mind than if you were creating ads for a government agency.
Once your objectives are outlined, research your creative concept. This may allow you to fully flesh out your ideas and objectives. The NSW Government’s Strategic Communications Department suggests asking yourself these questions as you research:
- What were the ad campaigns for similar products, services or issues?
- How can your campaign create a long-lasting relationship with consumers?
- What is going on in your community, state or country that may impact your ad campaign?
Your research may allow you to focus on a target audience. Understanding this target audience is essential to refining your creative concept and developing an effective advertisement campaign.
Create a Master Plan
Compile your objectives, research and information on your target audience into a master plan document. Having this information outlined in writing may allow you to stay true to the organization’s brand as you create your advertisement campaign.
Because you have already refined your creative concept, you may also include advertising storyboards and scripts in your master plan. The master plan is a good place to outline campaign launch dates, advertising timelines and other media schedules.
According to Advertising: Consumption in the Mediated Marketplace, William Leiss, Stephen Kline, Sut Jhally and Jacqueline Botterill note that companies who researched consumer and audience reactions to campaigns were able to communicate with their target audiences more successfully. The company’s focus groups allowed them to make adjustments according to consumer and cultural sentiments – which enabled them to appeal directly to their consumers.
When you perform a focus group, Gillian Dyer, author of Advertising as Communication suggests you pay attention to the way consumers in your group communicate nonverbally. Observe their body language, facial expressions and movements. She has found that these ways of communicating meaning non-verbally seem to be natural and spontaneous, meaning you may be exposed to initial reactions which are later undercut by verbal responses.
Pay close attention to your focus group. Their non-verbal and verbal reactions may be important data for your advertisement campaign. Adjust to appeal to your focus group – and you may be more successful.
These communication strategies may improve the success of your advertisement. In your Communication Design degree program, you may find that there are more strategies that impact advertising. Keep these in mind as you continue your studies at Harrington College of Design.