Advertising Campaign Planning

Agilent Technologies, Amsterdam Marketing Headquarters manage advertising campaigns across Europe in specialist print and on-line publications.

A dedicated web server running an ASP.Net application and SQL Server Database, allows offices throughout Europe to view and update the status of current campaigns.

The database maintains a list of target publications (see fig 1). Type (print or web), contact details, calendar of issues and special features, rates for placements for full page, front cover half page can be specified. Costs of placements per size full page, 1/2 page sizes are customised for electronic publications eg 10,000 impression 800x50 pixel banner ad.

Creatives define the copy which can be localised for specific language (see fig 2). Uploaded media in pdf form is linked to the database. Electronic web placements screen shots can also be captured.

Plans are created when budget and campaign copy are supplied by the manufacturing divisions in the US. Plans define the allocated budget, split by country on either percentage or total spend, and owning group and division (see fig 3).

External Ad Buying Agency in UK updates plans and costs when ad is booked, confirmed and paid. Local marcom offices have direct access to approve plans for own countries.

Summary page gives a detailed and concise overview of all planned activity (see fig 5).

Comprehensive reporting options are easy to use produce on screen summaries, download to excel and multiple graphical output (see fig 6).

"Paul prefers to under-promise and over-deliver”
Monisha Huestis, Agilent Technologies

Figure 1 Publication Details Edit

Figure 2 Advertising Campaign Creatives

Figure 3 Allocate Budget to Countries

Figure 4 Plan Creation/Editing

Figure 5 Summary View Allows Update of Ad Status and Costs

Figure 6 Comprehensive Report Options Easy to Produce Graphs