Media campaign strategy and ATL elements

Every media campaign cosist 3 basic elements: research, creative part and media plan.

Before media research, it’s nessesery to define criterion important for plan realization, which is mail aim of the campaign. Research is system of activities carried out mostly on filed in order to establish characteristics of target groups. Plan for implementation of campaign is based on research data.

After research phase is part with creating messages which are not always text but are photos too. Visual message can be more effective. For creative solutions (TV commercial, radio commercial, print…) are created media plan.

Media campaign is defined by media plan which contain facts about the product, market (target groups, current position and possibilities), and also about media that track target groups. Special attention is paid on proper selection of media, advertising period and budget). Every marketing plan have exact date of start and finish. Last step in media plan is sending ad to selected media houses, and after the campaign – post evaluation of success.

It is very important to make good social media strategy in order to attract target group of specific brand.

Elements of ATL media campaign:

TV spot

Sponsorship specialized and informative programs (announcement sponsors the show, product or company logo, product placement)

The appearance of PR in emissions of different content

RADIO

Radio spot

Sponsorship of typical radio emission

The appearance of PR in radio broadcasts

PRESS

Classic banner in the daily press

Advertise with short text and slogan

PR text with a picture of the product

Only PR text

INTERNET

Web site

Advertise on websites

Videos or photos where consumers give star products (eg. Youtube)

Podcasts - audio and video presentations that are sent to the e-mails consumers

Social networks - via chat qualify for product information

OUTDOOR advertising - branding external promotional funds

Billboards

Backlights

City lights

Branding bus

Branding our own vehicles

Placing banners in stadiums

Advertisements on hypermarkets and supermarkets

INDOOR Advertising - internal branding

Billboards in the retail and catering facilities

Internal branding bus

Branding of sports facilities