Thought of the Day

"Life consists not in holding good

cards but in playing those you
hold well."
Role of advertisement in
Promotion Mix
Lowers Cost
Fighting competition
Helps in recession
Main tool for positioning
Complements sales promotion &
Public Relations
Builds Brand Equity
Reduces post purchase dissonance
Helps sales force and middlemen
Process of Advertising
Identifying the
target audience

Determining the
advertising objectives

Designing the
message

Selecting the
channels

Deciding the budget

Measuring the
results
 Identifying the target audience
• Current and potential buyers
• Deciders
• Influencers
 Determining the
advertising objectives
• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purchase
 Designing the message
• Message Content
• Message structure
• Message format
• Source
 Selecting the channels
• MCH
• Budget
• Message
 Deciding the budget
• All you can afford
• Percentage of sales
• Competitive parity
• Objective and task
 Measuring the results
• Effects of ad.