How Wigan and Leigh College Teach Advertising

WLCI School of Advertising and Graphic Design encourage students to study the nuances of ‘Advertising Campaign’.

It takes a highly creative person to envisage an advertising campaign and follow through to manage the minute details of the same. Advertising is as much an ‘Art’ as it is a ‘Science’. Every campaign requires meticulous process management and laborious execution.  Irrespective of whether it is a small or a large project there are certain steps that one follows to accomplish a successful advertising campaign. 

The basic processes are:

Situation Analysis:
The situation analysis involves gathering and analyzing as much information on the market-its purpose is twofold. First, it arms everyone involved in planning and executing the campaign with a common understanding of the marketing environment. Second, it provides your team with the fodder necessary to perform an analysis of the product's strengths and weaknesses, and it helps identify potential opportunities and threats. 

Objective:
Repositioning of the product, changing existing perceptions of the brand, stimulating trial and targeting a competitor's weakness to achieve conquest sales are just a few examples of campaign objectives.

Target Market:
Segmenting the market in terms of ‘consumer’ segregation, rather than product, allows the campaigner the opportunity for the brand.

Positioning of the Campaign:
This will guide every aspect of the campaign to ensure that all components are completely integrated, the positioning statement is the most important step in the planning process.

Media Strategy: Armed with gathered information on the target audience, media planners can recommend the most appropriate media mix for the campaign. 

Copy Strategy:

The copy strategy should summarize the objectives of the advertising, provide a tight demographic and attitudinal description of the target audience, and restate the brand positioning and personality. 

Budget: Pre-deciding a budget for your campaign is very important. Everything else will follow after the budget for your campaign is decided.