Advertising plays a significant role in today’s marketing process. The development of information technology has reached a new height than ever before and the social media environment we living in helps the advertising easier to achieve publicity. For advertising, the thoughtful strategy planning and decisions are very important, as well as mainly focuses on the following five areas. First of all, Advertising Objectives could be the primary area for the advertising strategy decision and it is the primary purpose that advertising wanted to achieve. The definite and circumspect decisions are advertising objectives required, because it is important to do with the overall layout of corporations. According to Perreault & Cannon (2010): “Every
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The third area is types of advertising, these types mainly consist of two essential parts, which are Product advertising and Institutional advertising. The purpose of Product advertising is trying to selling a certain product and working for profits. On the contrary, the institutional advertising is working for intangible profits of corporations. In support of this, Perreault & Cannon states, “Institutional advertising promotes an organization’s image, reputation, and ideas rather than a specific product” (Perreault & Cannon, 2010, p450, para3). Marketing managers and advertising agencies use different types of advertising to enhance their marketing strategies, meanwhile, there are an important part of whole strategy decisions. Similarly, the fourth area the marketing managers should consider is different types of media. The traditional advertising industry has turned to multiple media era with the development of information technology. The major advertising media including television, newspaper, radio, magazines, and internet, particularly the internet has growing dramatically in recent …show more content…
From the perspective of positive, these strategy planning and decisions are thoughtful and meaningful to company’s campaign because they have capabilities to influence advertising’s decisions and help to ensure marketing managers grasp the general direction of advertising campaign. On the other hand, the downside of these decisions could be the lack of the risk assessment, because no one knows the reaction of market after advertising campaigns launch. Therefore, marketing managers should be careful in every step of
The third area is types of advertising, these types mainly consist of two essential parts, which are Product advertising and Institutional advertising. The purpose of Product advertising is trying to selling a certain product and working for profits. On the contrary, the institutional advertising is working for intangible profits of corporations. In support of this, Perreault & Cannon states, “Institutional advertising promotes an organization’s image, reputation, and ideas rather than a specific product” (Perreault & Cannon, 2010, p450, para3). Marketing managers and advertising agencies use different types of advertising to enhance their marketing strategies, meanwhile, there are an important part of whole strategy decisions. Similarly, the fourth area the marketing managers should consider is different types of media. The traditional advertising industry has turned to multiple media era with the development of information technology. The major advertising media including television, newspaper, radio, magazines, and internet, particularly the internet has growing dramatically in recent …show more content…
From the perspective of positive, these strategy planning and decisions are thoughtful and meaningful to company’s campaign because they have capabilities to influence advertising’s decisions and help to ensure marketing managers grasp the general direction of advertising campaign. On the other hand, the downside of these decisions could be the lack of the risk assessment, because no one knows the reaction of market after advertising campaigns launch. Therefore, marketing managers should be careful in every step of