Advertising and Sales Promotion Strategy
In designing promotional support for a new/existing products, it is necessary to develop a comprehensive plan that includes many promotional tools, including advertising.
Well-designed advertising campaign can contribute to the increased effectiveness and efficiency of the overall marketing strategy, because advertising supports selling efforts.
Communication with existing and potential customers is vital to marketing success. Even the best products do not sell themselves. The benefits, problem solutions and cost efficiency of products must be effectively communicated to all of the individuals who influence the purchase decisions. However, non personal methods of communication, including advertising, electronic demonstrations, direct mail, and trade shows, have a unique …show more content…
* Who is the target audience?
* How much can the company afford to spend on advertising?
* What creative theme or appeal should be used?, and
* Which medium is the best for delivering the message?
Global decisions in advertising campaign are to:
* Determine the communication functions that must be performed, in order to achieve the marketing objectives
* Determine the role/importance of advertising and other elements of the communication mix in performing these functions
* Define specific goals for advertising, involving the measurable communication response required to achieve marketing objectives
* Determine right medium with right message, and
* Estimate the budget needed to accomplish the advertising goals
Using this approach is possible to allocate all the funds necessary to accomplish a specific objective. Budgeting process is so important to advertising effectiveness, and therefore, it is necessary to evaluate the tasks required and their associated costs. With clear objectives and proper budgetary allocations, the next step is to design effective advertising
In designing promotional support for a new/existing products, it is necessary to develop a comprehensive plan that includes many promotional tools, including advertising.
Well-designed advertising campaign can contribute to the increased effectiveness and efficiency of the overall marketing strategy, because advertising supports selling efforts.
Communication with existing and potential customers is vital to marketing success. Even the best products do not sell themselves. The benefits, problem solutions and cost efficiency of products must be effectively communicated to all of the individuals who influence the purchase decisions. However, non personal methods of communication, including advertising, electronic demonstrations, direct mail, and trade shows, have a unique …show more content…
* Who is the target audience?
* How much can the company afford to spend on advertising?
* What creative theme or appeal should be used?, and
* Which medium is the best for delivering the message?
Global decisions in advertising campaign are to:
* Determine the communication functions that must be performed, in order to achieve the marketing objectives
* Determine the role/importance of advertising and other elements of the communication mix in performing these functions
* Define specific goals for advertising, involving the measurable communication response required to achieve marketing objectives
* Determine right medium with right message, and
* Estimate the budget needed to accomplish the advertising goals
Using this approach is possible to allocate all the funds necessary to accomplish a specific objective. Budgeting process is so important to advertising effectiveness, and therefore, it is necessary to evaluate the tasks required and their associated costs. With clear objectives and proper budgetary allocations, the next step is to design effective advertising