Developing an Advertising Campaign Checkpoint -your name here-
MKT/230
-university name-

Developing an Advertising Campaign Checkpoint

As companies’ marketers begin developing advertising campaigns, they need to begin with identifying their target audience. By understanding the potential customer’s way of thinking, their desires and preferences; it becomes easier to create a message they will likely understand and respond to. Geico creates spots for a wide range of target audience because of the nature of their business- car insurance. Most everyone drives and therefore needs insurance- young, old, gay or straight, man or woman.
Setting message and budget objectives are the following step in developing an advertising campaign. Many times advertising aims for simply reminding consumers about a product or a brand, and other times its objective is to persuade or inform the audience about the newest product available on the market. Although advertising is expensive; media outlets such as television especially, but Geico uses quite a big percentage of its communication budget on heavy advertising. The third step of the process is designing the ads. Creative strategy along with knowing how to convey a message to consumers, is what it is all about. “The goal of an advertising campaign is to present a series of messages and repeat it to a sufficient degree to meet the desired objectives.”(Solomon, 2008). Geico has done a marvelous job in their humorous television ads and easy-to-remember slogans. The most important idea of advertising is the advertising appeal: some companies use sexy, some emotional, others a more serious tone when trying to close the gap between a product and the consumer. Step four is pre-