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Campaign Structures

Campaign Structures. The Approach-The Parts-The Win. Product or Service. What is it that the client offers the customer? What are its attributes? What are the client’s attributes?. The Goal?. What is the goal? What does the client need? Who are the target customers?

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Campaign Structures

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  1. Campaign Structures The Approach-The Parts-The Win.

  2. Product or Service • What is it that the client offers the customer? What are its attributes? What are the client’s attributes?

  3. The Goal? What is the goal? • What does the client need? • Who are the target customers? • What are their needs? • What differentiates the client from others in the marketplace who seek the same customers?

  4. A Rose by Another Name? • What is the client’s pereption of his customer, his opportunities? • What are the customer perceptions of their needs and the client? • How do the two differ? • Is there a credibility gap?

  5. The Gap and How to Find It • Is the target customer the right customer (Customer writ large)? • Research to determine the appropriate customer • What are their wants and needs? • What kind of product or service should there be to meet the wants and needs? • Does it exists or should the client develop it or obtain it?

  6. How to Get To The Real Deal • Research methods to find out what the real situations is • Blind sampling • Subconscious probing • Images • Mind Mapping • Focus Groups • Mall or other Intercepts • Use or trial reporting

  7. Cover the Need • Formulate an umbrella or positoning statement or statements • What are the key copy points that will support the umbrella? • What should the brand ID be? • Should the messages support existing target buyers? • What are the competive facts. • What competitive stragey will be used?

  8. Who’s In the Way When? • What are the limiting factors you and the client have to deal with? • Government agencies and regulations? • More´s • Client inhibitors • Audience sensitivity • Out-of-bound audiences • Available, affordable media • You name it

  9. Will The Campoaign Carry the Load? • What are the elements of the campaign • Does the Campaign have legs? • Does it yield a rich variety of executions • Is it easily extended to various media • Can there be spin offs from the theme in the future that gives it longevity? • Marlboro Country • The Real Thing • Green Giant • Keebler Elves

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