Introducing a Process-Oriented Framework for the Design of Advertising Campaigns
Maysam Shafiee, Parasto Iranpak, Mohammad Zand
Journal of Digital Information Management, Vol. 22, No. 1, 2024.
DOI: https://10.6025/jdim/2024/22/1/17-32
Link: https://www.dline.info/fpaper/jdim/v22i1/jdimv22i1_3.pdf
Abstract:
Research on advertising campaigns is intriguing due to their recent emergence and rapid expansion. These campaigns encounter various challenges, such as determining the most effective advertising strategies to achieve their objectives. This study aims to present a practical model for advertising campaigns, outlining the necessary steps for companies to follow. The research methodology involved a qualitative analysis of 180 advertising-related articles, with 80 articles selected as a sample through library studies. Data collection included semi-structured interviews with 10 advertising experts and the distribution of an open questionnaire to identify key indicators. The findings led to developing a framework comprising 9 categories, 27 themes, and 54 indicators for advertising campaigns. Indicators such as storyboards, client briefs, campaign scripting, and slogan writing are identified as novel elements within campaign models, offering valuable insights for advertising organizations.