Promotion Management. Advertising
Category: Marketing
Advertising is paid for, is a commercial transaction, is non-personal in the sense that advertising messages are directed at a mass audience and not directly at the individual as is the case in personal selling. They are also identifiable with their sponsor or originator, which is not always the case with publicity or propaganda.
Objectives
Ultimate purpose is increased awareness (not all advertising is to increase profits, e.g. smoking, road safety).
To build demand.
To introduce a price deal.
To inform about a product’s availability.
To build brand recognition or preference.
To inform about a new product’s availability, features or price.
To help salesmen by building an awareness of a product among retailers.
To make a reputation for service or reliability. -..
To increase market share.
To modify existing product appeals and buying motives.
To increase frequency of use of a product.
To inform about new uses of a product.
To increase the number or quality of retail outlets.
To build the overall company image (long term objective).
To affect immediate buying action.
To reach new areas or new segments of population within existing areas.
To develop overseas markets.
The Structure of Advertising
Three separate parties are involved.
The advertiser.
The advertising agent.
The media owners. What are the major advertising decisions?
How much to spend?
What the message should be?
What the mode of presentation should be used? e.g. block/display ad.
What media should be used?
What should the timing schedule be?
How best to gauge effectiveness?