ASPECTS OF THE METHODOLOGY FOR DEVELOPING ADVERTISING CAMPAIGNS

Vardan VARDEVANIAN

Yuriy Fedcovych Chernivtsi National University, Chernivtsi

https://orcid.org/0000-0002-3642-6164

DOI: http://doi.org/10.34025/2310-8185-2026-1.101.15

Keywords: advertising, advertising campaign, advertising campaign plan, brand promotion, market communication map, customer journey map, target audience profile, customer contact map, media mix, aperture.

Summary

In an environment of growing competition and information overload, it is vital for companies to retain the attention of their target audience and keep them informed in a timely manner about new opportunities to engage with their favourite brand. This communication is achieved through advertising campaigns organised by advertisers using a wide range of tools from the marketing communications toolkit. The main problem arising in the context of an overloaded market communication landscape is selecting the optimal number of advertising channels and ensuring the visibility of advertising messages to the target audience. In addition, a whole range of other factors must be taken into account. Advertisers face a complex, multi-layered challenge involving a large number of factors and processes that must be taken into account when planning advertising campaigns. Therefore, the issue of advertising campaign development methodology will remain relevant for a long time to come.

This study examined aspects of a comprehensive analysis of the market’s communication field (the field created by advertisers’ communication activities), the consumer behaviour map and the purchase decision-making process, as well as the identification of aperture points and touchpoints. Based on this approach, it was proposed that the method of customer journey maps (based on the CJM) and the advertising media usage matrix be applied in the selection of advertising media. As a result, this will make it possible to justify and quickly select the required set of advertising media and themes for advertising messages for different phases of an advertising campaign.

The topic of advertising campaign development methodology has always been and will remain a topical issue, requiring a constant search for more sophisticated approaches. This is driven by a number of factors. First and foremost, this is the expansion of the market’s communication landscape: the number of communication channels is increasing, the speed and volume of information flows (including advertising) are growing, and new forms of advertising media are emerging. In such conditions, spontaneous and ad-hoc decisions in the development of advertising campaigns may, in the long term, prove detrimental to a company or brand due to advertising budget expenditure not justified by research, errors in the selection of advertising media, the formulation of their composition and the themes of advertising messages, the timeliness of information delivery, and the duration of advertising campaigns as a whole. Under such conditions, it is necessary to apply a well-established methodology for developing advertising campaigns.

Biographies of authors:

Vardan VARDEVANIAN,

Yuriy Fedcovych Chernivtsi National University

Candidate of Economic Sciences, Assistant Professor,

Department of Marketing, Innovations and Regional Development

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