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mkt101-101.pdf - 3. What message should be sent (Message)...

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3.What message should be sent (Message)4.What media should be used (Media)5.How should the results be evaluated (Measurement)4.3.1.Setting the advertising objectivesThe first step in developing an advertising programme is to set theadvertising objectives. These objectives must flow from prior decisions onthe target market, market positioning and marketing mix. The objectivescan be classified on the basis of the aim which can be either to (a) inasmthe target about the product features, perasmance, service available, aprice change or new uses etc. (called inasmative advertising) or (b) to
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