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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Advertising campaign | 5/7 | https://en.wikipedia.org/wiki/Advertising_campaign | reference | science, encyclopedia | 2026-05-05T15:17:25.386021+00:00 | kb-cron |
== Communication process diagram == The Communication of processes diagram refers to the order of operation an advertising campaign pieces together the flow of communication between a given organisation and the consumer. The diagram usually flows left to right (unless shown in a circular array) starting with the source. An advertising campaign uses the communication process diagram to ensure all the appropriate steps of communication are being taken in order. The source is the person or organisation that has a message they want to share with potential consumers. An example of this is Vodafone wanting to tell their consumers and new consumers of a new monthly plan. The diagram then moves on to encoding which consists of the organisation putting messages, thoughts and ideas into a symbolic form that be interpreted by the target consumer using symbols or words. The third stage in the diagram is channel message. This occurs when the information or meaning the source wants to convoy, is put into a form to easily be transmitted to the targeted audience. This also includes the method that communication gets from the source to the receiver. Examples of this is Vodafone advertising on TV, bus stops and university campuses as students may be the intended consumer for the new plan. Decoding is the processes that the viewer interprets the message that the source sent. Obviously it is up to the source to ensure that the message encoded well enough so that it is received as intended. The receiver is also known as the viewer or potential consumer. This is the person who interprets the source message through channeling whether they are the intended target audience or not. Every day we interpret different advertisements even if we are not the target audience for that advertisement. In between these steps there are external factors acting as distractions, these factors are called noise. Noise distorts the way the message gets to the intended target audience. These distractions are from all other forms of advertising and communication from every other person or organisation. Examples of noise are State of mind, unfamiliar language, unclear message, Values, Attitudes, Perceptions, Culture and Knowledge of similar products or services to name a few forms of noise. Finally there is the response or feedback. This is the receiver's reaction to the communication of message and the way they understood it. Feedback relates to the way sales react as well as the interest or questions that arise in relation to the message put out.
== Touch points ==
When considering touch points in an advertising campaign a brand looks for Multisensory touch points. These touch points help the brand to develop a point of contact between themselves and the consumer. Modern day advancements in various forms of technology have made it easier for consumers to engage with brands in numerous ways. The most successful touch points are those that create value in the consumer and brands relationship. Common examples of touch points include social media links, QR codes, person handing out flyers about a particular brand, billboards, web sites and various other methods that connect the brand and consumer. The most effective touch points, as found in Effie Award- winning campaigns, are: interactive (91%), followed by TV (63%), print (52%) and consumer involvement (51%). Multi sensory touch points are subconscious yet helps use to recognise brands through characteristic identified through human sensors. These characteristics could be shape, colour, textures, sounds, smell or tastes associated with a given brand. It is important for an advertising campaign to consider sensory cues into their campaign as market places continue to become increasingly competitive and crowded. Anyone of the given sensory characteristics may remind a person of the brand they best associate with. A prime example of this is Red Bull who use the colour, shapes and size of their cans to best relate their product to success and winning. A taller can looks like the 1st place podium when placed next to competitors, the design looks like the finish flag in racing representing winning. The opportunity for an advertising campaign to succeed is significantly increased with the use of multi sensory touch points used as a point of difference between brands.
== Guerrilla marketing ==