Components of Campaign Plan

• Situation analysis
• Key strategic campaign decisions
• Media strategy
• Other Marcom tools for support
• Campaign management
 Situation analysis and Key strategic Campaign decisions

• Background research
• Key communication problems
• Objectives
• Perception, emotional, cognition, association, persuasion, behavior
• Target audience
• Brand position
• Campaign strategy
Media strategy and Message strategy
• Media objective
• Media selection
• Media planning and buying
• Vehicle selection
• Budgeting
• scheduling
• Key consumer insight
• Gallup
• Ipsos
• https://www.thinkwithgoogle.com/intl/en-apac/consumer-insights/consumer-trends/what-
pakistan-searching-insights-brands/
• Selling premise
• Idea
• Message design and execution
Other tools and campaign management
• Direct marketing
• Sales promotion
• Personal selling
• Sponsorships
• Evaluation of effectiveness
• Campaign budget
Budgeting methods
• Historical method
• Objective-Task Method
• Percentage of sales method
Example