Advertising: the basics Planning an advertising campaign Certain businesses choose to advertise when their target audience is most

likely to buy their product or service. Sometimes this can be seasonal - a toy retailer, for example, will focus much of its advertising efforts around the run-up to Christmas. If you're selling to other businesses, it's worth identifying when your customers and potential customers will have the budget to spend. However, some businesses choose to focus more attention on their quieter times on the basis that the busier times will naturally see an increase in sales. Advertising during quieter times might mean you won't have to work as hard to stand out from other competitors, as they won't be advertising, but there may be fewer customers to target. Gaining a greater market share during these periods could not only help during the busier times - as you will have already developed a bigger customer base - but will improve your cashflow and minimise your reliance on certain trading periods. The reasons behind a campaign Many businesses launch advertising campaigns simply to boost sales or increase brand awareness. The launch of a new product will almost certainly require you to step up your advertising. New businesses will want to consider some form of advertising just to let people know they exist. You could consider an introductory offer to give people an incentive to visit or call. Can you plan the campaign yourself? You need to think carefully about what you want to achieve and the message you want the reader, viewer or listener to take away. Remember - advertising is only effective if you reach your target audience with a message that makes them want to buy or at least find out more. You may be able to design and produce a straightforward advertisement for printed media yourself - see the page in this guide for how to write an advertisement. However, most print advertising organisations have in-house services if you can't do it yourself. If your advertising needs are more demanding than an occasional, low-priced local advertisement, it may be worth outsourcing your advertising to an advertising agency. See our guide on how to choose and manage an advertising agency. This is only suitable if you are prepared to pay the extra cost, but in any event, it is advisable to have your adverts professionally designed to ensure maximum impact ADVERTISING

CAMPAIGNPLANNING By YASH SHRIDHAR Steps: 1. Analyzing the market 2. Determining advertising objectives 3. Establishing budgetary and control system 4. Developing advertising strategy for: 1. Selecting media 2. Creating messages 5. Coordinating advertising with other promotional and marketing methods 6. Evaluating results The process of advertising campaign planning in detail The market place Marketing objectives Advertising objectives Budget Creative strategy, media And message Translate into consumer terms Create and produce ads Coordinate with Other methods Launch into Dynamic world Evaluate pretest Evaluate posttest Step 1: Analyze the market 1. Determining the demand factors. 2. Identifying the target group. 3. Assess the competition 4. Legal and regulatory environment Step 2: Determining advertising

objectives Defining the Marketing Objectives: Decide what the marketing objectives is out to achieve in terms of: Increase sales of brand x Increase market share Generate 500 new enquiries each month Increase distribution penetration Establish a network of distributors Advertising Campaign Planning Download this Document for FreePrintMobileCollectionsReport Document This is a private document. * CHAPTER 1. * ADVERTISING.1.1 Origin of advertising The origin of advertising does not lie in the modern industrial age, but it has itsroots in the remote past. Thousand of years ago most people were engaged in hunting,farming, or handicraft related activities. They used to barter products among themselves.Distribution was limited to how far the vendor could walk and distribute, advertising waslimited to how loud they could shout. Perhaps the earliest form of advertising was simplythe trader shouting out the fact that he existed and naming what he had to sell in the localmarket place.As an instrument of marketing, advertising was an effective through multiple sales people reaching many people at one time. Then it had used the media as a tool.The American marketing association defines advertising as any paid formof non-personal presentation and promotion of ideas, goodsor services by an identified sponsor. Advertising doesnt change the physical properties of the product but than also it is themost compulsory expense for creating demand for the product. 1 3 1.2 Impact of advertising Advertising plays an important role in todays competitive business w o r l d . I t provides benefits to Manufacturers, Retailers, Customers, Salesman and Society as well. Introduces a New Product: Advertising is used to introduce a new product in the market. It helps to competewith establish brands and, thereby, ensures the survival and success of new product. Creates Demand for Product :

Advertising creates demand for the product. Advertising spread information aboutthe product or services and makes consumers aware about it through various mass mediawhich makes positive effect on the mind of the people and create demand for the product. Expand Market: It helps in expanding local markets, to national level and even to internationallevel. Trading at national and international level is impossible without advertising Assists Personal Selling : Advertising reaches a prospect before a salesman could. The p r o s p e c t i s w e l l informed through advertising. Makes the salesmans job easier. Building Brand Image: The purpose of repeat advertisings is to make people more brands conscious. Oncegood brand image is developed, buyers generally become brand loyal. Money spent onadvertising is a long term investment to build brand and company image. 2 3 Reduces the cost of goods: Advertising generates more demand, which leads to large scale production anddistribution. This results in economies in large scale which in turn reduces cost of goods. Persuades prospects: Every competitor makes superior claims of his product. Therefore, a prospectneeds to persuade to buy products. So, the role of Advertising is not only to inform butalso to persuade . Employment: Advertising provides employment in the field of advertising to c o p y w r i t e r s , models, etc. It provides indirect employment in society due to large scale production anddistribution. 1.3 Role of advertising in marketing mix. Marketing mix refers to advertising combination of four elements of marketingu s e f u l f o r l a r g e - s c a l e m a r k e t i n g . S u c h e l e m e n t s a r e : P r o d u c t i o n , P r i c e , P l a c e , a n d Promotion (4 Ps).A c c o r d i n g t o W . J . S t a n t o n Marketing mix is the term used to describe the combination of the four inputs which constitute the core of advertising c o m p a n y s marketing system: the product, the price structure, the promotional activities and thedistribution system 3 3

Advertising and elements of marketing mix: Advertising and product: Product is the core element in the marketing mix. The market d e m a n d f i n a l l y depends on the popularity and utility of the product. Popularity again depends on theQuality, benefits and uses of the product. It is necessary to give publicity to physical andother features of the product. Such information needs to be communicated to the prospectsthrough advertising. Advertising and price: Buyers are always sensitive about the market price. They shift from one product tothe other due to quality or price. Price charged should be reasonable. This is necessary for the support and co-operation of consumers. Advertising and Place: Place relates to physical distribution which is possible through various channels of distribution. Advertiser has to decide whether to adopt direct or indirect channels of alsou s e f u l f o r l a r g e - s c a l e d i s t r i b u t i o n . A d v e r t i s i n g p l a y s a c r u c i a l r o l e t o e n s u r e s m o o t h distribution of goods and keep the consumers well-informed. Advertising and Promotion: Promotion is perhaps the most important element in the m a r k e t i n g m i x . Companies introduce sales promotion campaigns for capturing market. Price discountsand schemes like buy one, get one free are also offered as sales promotion. Various sales promotion techniques are introduced at the consumer and dealer levels. Window display, p r o v i s i o n o f a f t e r s a l e s s e r v i c e s a n d c o o r d i n a l p u b l i c r e l a t i o n s a l s o f a c i l i t a t e s a l e s promotion. Massive advertising is useful to support the sales promotion campaigns. 4 3