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Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Marketing management must make four important decisions when developing an advertising program: Setting advertising objectives Setting the advertising budget Developing advertising strategy Evaluating advertising campaigns
An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Advertising objectives can be classified by primary purposewhether the aim is to inform, persuade, or remind.
Informative advertising
Persuasive advertising
Reminder advertising
Informative Advertising
Communicating customer value Telling the market about a new product Explaining how the product works Suggesting new uses for a product
Persuasive Advertising
Building brand preference Encouraging switching to your brand Changing customers perception of product attributes Persuading customers to purchase now Persuading customers to receive a sales call
Reminder Advertising
Maintaining customer relationships Reminding consumers that the product may be needed in the near future Keeping the brand in customers minds during offseasons
Affordable Method:
Setting the promotion budget at the level management thinks the company can afford.
Competitive-parity Method:
Setting the promotion budget to match competitors outlays.
Creative concept: The compelling big idea that will bring the advertising message strategy to life in a distinctive and memorable way. The creative concept will guide the choice of specific appeals to be used in an advertising campaign. Advertising appeals should have three characteristics:
First, they should be meaningful Second, appeals must be believable Third, appeals should also be distinctive
Magazines Radio
Outdoor
Internet
Another way is through experiments. For example, to test the effects of different advertising spending levels. More complex experiments could be designed to include other variables, such as differences in the ads pr media used.
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