The steps used to develop an advertising campaign.

 An advertising campaign can be managed by following three steps: developing, executing, and evaluating.

Identifying the Target Audience

To develop an effective advertising program, advertisers must identify the target audience. All aspects of an advertising program are likely to be influenced by the characteristics of the prospective consumer. Understanding the lifestyles, attitudes, and demographics of the target market is essential.

The target audience of Café Majada Oro was identified, after determining the needs and expectations of potential customers, the main focus is millennials and young adults who are passionate about coffee.

Age Range: Primarily between 22 to 35 years old.

Gender: Men and women

     Specifying Advertising Objectives

It’s important to define the objectives for which communication with the target audience is being initiated. These must be clear, achievable, and measurable.

 ü  Increase brand awareness: The objective is to enhance the recognition and visibility of Majada Oro among the target audience, particularly Millennials and young adults who value authenticity, sustainability, and community support.

 ü  Generate interest and preference: The aim is to capture the attention of potential customers by highlighting the exceptional quality and taste of Majada Oro's products. The goal is to create genuine interest and foster a preference for the brand over other available coffee options in the market.

 ü  Strengthen brand image: The objective is to convey the values of sustainability, authenticity, and community support that are important to the target audience. The aim is to establish Majada Oro as a brand committed to quality, positive impact, and a deep connection with coffee culture.

ü  Drive sales: The ultimate goal is to increase sales of Majada Oro's products among Millennials and young adults who are coffee enthusiasts. The focus is on converting interest and preference into purchase actions, fostering brand loyalty, and generating positive recommendations from satisfied customers.

Designing the Advertisement

An advertising message usually focuses on the key benefits of the product that are important to a prospective buyer in making trial and adoption decisions. The message depends on the general form or appeal used in the ad and the actual words included in the ad.

Ø  Message Content: Most advertising messages are made up of both informational and persuasive elements. Information and persuasive content can be combined in the form of an appeal to provide a basic reason for the consumer to act. Although the marketer can use many different types of appeals, common advertising appeals include fear, sex, and humor. 

Ø  Creating the Actual Message: Tailor the message about your product or service to your audience. The messages of Café Majada Oro address three approaches: 

·        The emotions of the audience to evoke an emotional response.

·        Emphasize the benefits of the product.

·        Credibility

Selecting the Right Media

Every advertiser must decide where to place its advertisements. The alternatives are the advertising media, the means by which the message is communicated to the target audience. Newspapers, magazines, radio, and TV are examples of advertising media. Media selection is related to the target audience, type of product, nature of the message, campaign objectives, available budget, and the costs of the alternative media.