Marketing chpt 7 pt.2 - Designing Effective Promotion and...

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Designing Effective Designing Effective Promotion and Promotion and Advertising Strategies Advertising Strategies
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Affordable Based on What the Company Thinks it Can Afford Objective-and-Task Set Objectives, Determine Tasks to Achieve Objectives, Sum of Task Costs Equals Budget Percentage-of-Sales Based on a Percentage of Current or Forecasted Sales Competitive-Parity Set Budget to Match Competitors Setting the Advertising Budget
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Developing Advertising Strategy Consists of two major elements: Creating advertising messages Selecting advertising media
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Identify Customer Benefits Develop Compelling Creative Concept The “Big Idea” Advertising Appeals Should Be The Message Strategy
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The Message Strategy (continued)
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This note was uploaded on 04/29/2008 for the course MARKETING 300 taught by Professor Xiang during the Spring '08 term at University of Tennessee.

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Marketing chpt 7 pt.2 - Designing Effective Promotion and...

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