![]() ![]() What are the perceptions or attitudes regarding the brand or product?.Defining a target market requires an advertiser to find out answers to the following questions – The advertisers must strive to know about the lifestyle of the consumer and accessibility of the target market in order to effectively communicate the advertising message reach the right target audience. The main task is to find best prospects in respect to demographic characteristics, geographic location and psychological variables and behaviour patterns. ![]() (ii) Analyzing and defining target market – In order to advertise effectively, advertisers must have a clear understanding of the market goals and their advertising objectives. Sales promotion may be helpful in absence of these conditions. ♦ Availability of sufficient funds – A firm must have enough funds to make a noticeable impact in the competitive market through its advertising, if a firm lacks such funds it does not make sense to advertise.Īn advertiser must carry out a careful assessment different conditions present in a particular market situation and then decide whether advertising will be fruitful for the company or not. ♦ Presence of powerful emotional buying motives – Products with strong advertising appeals may address the emotional motives of a consumer and influence them to make a purchase. ♦ Hidden or not readily noticeable qualities of a product – If a product has some hidden benefits or complex features which are difficult to understand, advertising will help in successfully communicating these hidden features to the customer and influence their buying decision. ♦ Opportunity for product differentiation – If the product has a good chance to be differentiated from other similar products on the basis of its specific attributes or benefits, there is a good chance that advertising it will be successful. the product is in its growth stage the advertiser is more likely to be successful, if not then advertising may fail to achieve sales and profit objectives. ♦ Presence of positive primary demand – If there is enough primary demand for a product category i.e. (i) Appraisal of Advertising opportunity – According to Neil H Borden there are five conditions which govern the advertising opportunity, if these opportunities are present it will help in achieving advertising objectives if not advertising may not have a positive effect. There are seven steps involved in planning an advertisement campaign :. Steps in Planning an Advertising Campaign An ad campaign is usually guided by the promotion and advertising plans, which evolve from its marketing objectives and Strategy. It may be a political campaign for elections or a social campaign to raise money, or a systematic effort to promote a product or service.Īccording to Dunn and Barban “An advertising campaign includes a series of ads placed in various media, that are designed to meet objectives and are based on an analysis of marketing and communication situation”Ī company undertakes an advertising campaign in order to rationally analyse the advertising opportunities and communication issues to achieve its sales and profit objectives. An advertising campaign is a systematic effort to achieve some predetermined objectives. ![]()
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