Once we have seen the four fundamental characteristics of the publicity, we can understand the importance that it has to realize a campaign correctly. In fact, of its good planning and accomplishment it is going to a great extent to depend its success and, consequently, the profit on the proposed objectives.

Next we are going to indicate the 10 steps to realize a publicity campaign being had in account that can be used basic for any other campaign of the different areas from the integral communication:

3.1. Fixation of objectives

We have commented previously the necessity that, in this case, the person in charge of the publicity department perfectly knows the goal pursueds by the company. Only thus it will be able to establish a campaign based on the needs that are desired that they are covers. In principle we indicated for a reason or purpose informative what the today companies wish:

• To maintain the quota of present market proportionally. The objective is that if the market grows, the company grows in the same proportion.
• To facilitate the management of the equipment of sales.
• To present the objective public the new features the company.
• To attract new clients towards the points of sale.
• To reduce clients to the competition.
• To arrive at potential consumers.
• To sell the image of the company.
• Fidelizar present clients.
• To consolidate the mark image.
• Et cetera.

In main lines, we can establish four types of publicity according to the objectives that we have marked ourselves:

• Informative publicity. As its name indicates, its mission is to inform. On the one hand presenting the market new products or services, and by another one recommending the use of the already existing ones.
• Persuasive publicity. Its purpose is to create a selective demand. One is to praise/pour off to the users by our mark through the characteristics and the added value that our products or services offer.
• Publicity of reminder. Its objective is clear: to remember to the consumers the existence of the product, its qualities, and to indicate to them how it can satisfy his needs. In this case we spoke already of a product totally consolidated in the market.
• Publicity of reinforcement. The total satisfaction of the client is completed not with the acquisition of the product, but when it discovers that its election has been the right one because it satisfies his needs totally. The objective therefore of this type of publicity is to affect the good election of the clients and to thus reaffirm to them in the right thing that has been its decision.

3.2. Accomplishment of briefing

Briefing is a basic document of work that the director of the department carries out, in whom they are reflected in writing those elements of the marketing plan which they are considered necessary to carry out the campaign, document that later is given to the agency.

However, in multitude of occasions briefing is carried out by the agency in collaboration with the client. In that case, the client must leave the agency very clearly which are the objectives, strategies and needs of the company so that the agency can faithfully establish the objectives and strategies of communication. Briefing must be in favor compound at least of the following elements:

• Definition of the objective public or target of the possible most explicit form. Its demographic location, its psychology, its habits of purchase, their age… e, even, its paper like consumer, prescriber or buyer.
• Definition of the product. Its differentiation, its added value and the benefits that contribute to the consumer always treated from the point of view of their use, its yield and its service life.
• Characteristics and conditions of the potential market. Present situation, conditions of sale, total volume of the market, tendencies, etc.
• Competitive surroundings. To know the competition is fundamental. Not only the marks and their participation in the market, but also the tendencies and strategies of marketing, publicity and promotion, as well as the differences between products leaders, their prices, their image and design, etc.
• Data of the company. Its mission, its culture, the principles and norms by which one is in force, its strategy of corporative identity, etc.
• Indication of the channels. It is precise to indicate the commercialization channels, as much the own ones as those of the competition.
• Historical-advertizing experiences and analyzes. It is important to very consider the conducted battles of communication previously, his objectives and which were the obtained results.
• Objectives that we wished to fulfill. Since I have commented previously in the fixation of objectives, it is fundamental to communicate the objectives and strategies of marketing of our company to be able to establish the objectives of the different strategies from communication.
• Orientative data about the budget. Although the clients usually are reticent at the time of communicating the budget, the certain thing is that it is fundamental to know in what economic parameters the agency is due to move.

3.3. Proposal bases

Briefing is going to be the departure point that is going to allow the agency to begin to work in the proposal bases of the campaign, in that must be selected to the benefits of the product-service (rational as as much emotional) on which must turn the campaign. Once prepared the proposal it bases appears to the company client.

3.4. Elaboration of the message

Once known the benefits on which it is going to turn the campaign and realized the proposal base it is necessary to elaborate the message. Its design is fundamental because he is the one that arrives at the final public and, mainly, the one that is going to allow to secure our objectives to us. Therefore, the message must very clearly leave which are the benefits of the product or service, as well as the reasons justify that it and its evidence. However, and to avoid later surprises, to reach the objectives and, consequently, to have an economic break, he is advisable to realize a pretest of campaign through group meetings.

3.5. Accomplishment of final arts

With the approved campaign, and according to the budget, the original ones will be realized different to adapt them to selected means. In this respect a strong fluctuation of prices between the people in charge exists to elaborate them, since times prestige is pleased, others the quality and other times neither the one nor the other.

3.6. Elaboration of the means plan

We know what to say, how to say it and whereupon estimated we counted; therefore, only we have left to establish through what supports we are going to arrive at the objective public of the most profitable and more effective form for the company. For it, we will analyze the means in which is ours target. One is to know its distance, GRP, hearings, cost by impact…, data useful that are facilitated by the own one half and which we can also obtain through control means: Office of Justification of Difusión (OJD), General Medios Study (EGM), Nielsen/NetRatings, etc.

According to these data, we elaborated a plan of work selecting the average ones more adapted for the transmission of the message of the campaign, specifying the formats, number of appearances and dates. One treats, really, to make a valuation and distribution, as much in the space as in the time, of all the supports and means that we are going to use to realize the campaign.

3.7. Adjustment of the message to means

It is obvious that to communicate a message it is different according to the communication support that we use. Therefore, although the central message will be the same, be necessary to adapt it to each one of the means, their different formats and their different hearings. It will allow us to take advantage of to the maximum the advantages each of them, which will be translated in a benefit for our campaign. Whereas in television we will have to take advantage of the possibility that offers to give images to us and great levels of hearing, in fences we will have to consider the size, the color, locations, etc. and in Internet the formats and spaces.

3.8. Coordination of the campaign

To make a pursuit precise of the times and works will avoid to us to have disagreeable surprises as far as stipulated terms of accomplishment and appearance. Therefore, and especially if the campaign is complex, he is advisable to fix a work schedule indicating a maneuver margin, so that possible incidences can be solved.

3.9. Beginning

It is the acid test of all campaign. Once in the market, we quickly began to receive feed back on the part of the market, that is to say, the acceptance that is bringing about our message. Although due to the high cost, never he is advisable to paralyze a campaign, the certain thing is that if a bad understanding of the message or a deterioration of image of the company due to some external fact is detected that it weakens or it influences in the message, is better to come to its paralyzation.

3.10. Control systems

Normally, the result of a publicity campaign is moderate by the number of sales. If this one is increased, it is considered that the campaign has been a success. However, sometimes, and thanks to the opinion institutes, we know that the objectives determined initially to briefing are covered without the need that it is translated in an increase of the sales. It is then when there will be to analyze the other variables of marketing to try to know the causes. In any case, it is necessary to take advantage of the different results to obtain experiences of it.