Use the steps outlined in the text to develop an advertising campaign for a company of your choice and a newly innovative product you want to release to the public.

Below are the steps that are outlined in the text

Step 1: Understand the Target Audience

The best way to communicate with an audience is to understand as much as possible about them and what turns them on and off. Anadthat uses the latest teen text slang (e.g., AMOSC, KOTL, or dime) may relate to teenagers but not to their parents, and this strategy may backfire if theadcopy reads like an "ancient" 40-year-old trying to sound like a 20-year-old.

Step 2: Establish Message and Budget Objectives

Advertisingobjectives should be consistent with the overall communication plan. That means that both the underlying message and the expenditures for delivering that message need to be consistent with what the marketer is trying to say about the product and the overall marketing communication budget. Thus,advertisingobjectives generally will include objectives for both the message and the budget.

1. Set message objectives.As we noted previously, becauseadvertisingis the most visible part of marketing, many people assume that marketingisadvertising. In truth,advertisingalone is quite limited in what it can achieve. Whatadvertisingcando is inform, persuade, and remind. Accordingly, someadvertisements aim to make the customer knowledgeable about features of the product or how to use it. At other times,advertisingseeks to persuade consumers to like a brand or to prefer one brand over the competition. But manyads simply aim to keep the name of the brand in front of the consumer, reminding consumers that this brand is the one to choose when they look for a soft drink or a laundry detergent.
2. Set budget objectives.Advertisingis expensive. Comcast Corp., which leads all U.S. companies inadvertisingexpenditures, spent $5.7 billion in 2017, whereas second-,third-, and fourth-placeadspenders Procter & Gamble Co., AT&T, Amazon and General Motors Co. spent more than $3 billion each.19

An objective of many firms is to allocate a percentage of the overall communication budget toadvertising, depending on how much and what type ofadvertisingthe company can afford. The major approaches and techniques to setting overall promotion budgets discussed previously in this chapter, such as the percentage-of-sales and objective-task methods, also setadvertisingbudgets.

Step 3: Create theAds

Using the terminology of the communication process, this is where the sender of a message encodes the idea into a physically perceivable form, the message. The creation of theadvertisingbegins when an agency formulates acreative strategy, which gives theadvertisingcreatives the direction and inspiration they need to begin the creative process. The strategy is summarized in a written document known as acreative brief, a rough blueprint that guides the creative process. A creative brief provides relevant information and insights about the marketing situation, theadvertisingobjective, the competition, theadvertisingtarget, and most important, the message that theadvertisingmust deliver.

It's one thing to knowwhata company wants to say about itself or its products and another to figure outhowto say it. The role of the creative brief is to provide the spark that helps theadagency come up with "the big idea," the visual or verbal concept that delivers the message in an attention-getting, memorable, and relevant manner. From this, the creatives develop theads by combining already-known facts, words, pictures, and ideas in new and unexpected ways. Specifically, to come up with finishedads, they must consider four elements of theads shown inFigure13.9: the appeal, the format, the tonality, and the creative tactics and techniques.

Step 4: Pretest what the Ads will say

Step 5: Choose which Media types will be used

Step 6: Evaluate the advertising

1. Be creative and think of an idea of how to get your product known in as many markets as you can with as little money as you have to spend for the campaign.
2. Describe the 6 steps in detail and how your campaign will generate more consumer knowledge and word of mouth.
3. Lastly, look at the chart of creative elements of advertising and select three that describes your approach the best. Explain how using these creative elements will provide a positive perspective of the product and the company.