Wide range of not for profit organizations

wide range of not-for-profit organizations, professionals, and social agencies also use advertising to promote their causes to various
target publics. Marketing management must make four important decisions when developing an advertising program: setting
advertising objectives , setting the advertising budget , developing advertising strategy (message decisions and media decisions) ,
and evaluating advertising campaigns.
Setting advertising objectives- these objectives should be based on past decisions about the target market, positioning and the
marketing mix. An advertising objective is a specific communication task to be accomplished with a specific target audience during a
specific period of time. They can be classified by purpose- inform, persuade or remind. I nformative advertising is used heavily when
introducing a new product category. In this case, the objective is to build primary demand. Persuasive advertising becomes more
important as competition increases (comparative advertising/attack advertising). Here, the company’s objective is to build selective
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demand. Reminder advertising is important for mature products; it helps maintain customer relationships and keep consumers thinking
about the product.
Setting the advertisement budget- (dollars and other resources allocated to a product or a company advertising program). There are 4
common methods used: the affordable method , the percentage-of-sales method , the competitive-parity method , and the objective-and-
task method . The affordable method is setting the promotion budget at the level management thinks the company can afford.
Percentage-of-sales methods is setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of
the unit sales price. Competitive- parity method is setting the promotion budget to match competitors’ outlays. Objective- and- task
method is developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to
achieve these objectives, and (3) estimating the costs of performing these tasks.
Developing advertising strategy- the strategy in which the company accomplishes it advertising objectives. It consists of two major
elements: creating advertising messages and selecting advertising media. Creating the advertisement message; Advertising can
succeed only if it gains attention, engages consumers, and communicates well. Good advertising messages and content are especially
important in today’s costly and cluttered advertising environment. To break through the clutter, many marketers have subscribed to a
merging of advertising and entertainment, dubbed Madison & Vine- that represents the merging of advertising and entertainment in an
effort to create new avenues for reaching consumers with more engaging messages. The aim of advertainment is to make ads
themselves so entertaining, or so useful, that people want to watch them ie funny commercials. Another way is Branded
entertainment (or brand integrations ) involves making the brand an inseparable part of some other form of entertainment. The most