Marketing management must make four important decisionswhen developing an advertising program: setting advertising objectives, setting the advertising budget, developing advertising strategy (message decisions and media decisions), and evaluating advertising campaigns.Advertising objective:A specific communication taskto be accomplished with a specific targetaudience during a specific period of time.Advertising objectives can be classified by their primary purpose—to inform, persuade, or remindInformative advertisingis used heavily when introducing a new-product category. In this case, the objective is to build primary demand.Persuasive advertisingbecomes more important as competition increases. Here, the company’s objective is to build selective demand. Some persuasive advertising has become comparative advertising (or attack advertising), in which a company directly or indirectly compares its brand with one or more other brands.Reminder advertisingis important for mature products; it helps to maintain customer relationships andkeep consumers thinking about the product. Expensive Coca-Cola television ads primarily build and maintain the Coca-Cola brand relationshipAdvertising budget:The dollars and other resources allocated to a product or a company advertising program.A brand’s advertising budget often depends on its stage in the product life cycle.For example, new products typically need relatively large advertising budgets to build awareness and gain consumer trial.Some critics charge that large consumer packaged-goods firms tend to spend too muchon advertising and that business-to-business (B-to-B) marketers generally underspendon advertising.Advertising strategy:The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media.Today, however, soaring media costs, more focused target marketing strategies, and the blizzard of new digital and interactive media have promoted the importance of the media-planning function.More and more advertisers are orchestrating a closer harmony between their messages and the media that deliver them.Until recently, television viewers were pretty much a captive audience for advertisers. But today’s digital wizardry has given consumers a rich new set of information and entertainment choices.Increasingly, thanks to the growth of DVR systems, consumers are choosing notto watch ads.To gain and hold attention, today’s advertising messages must be better planned, more imaginative, more entertaining, and more emotionally engaging- simply interrupting or disrupting consumers no longer works.
Madison & Vine:A term that has come to represent the merging of advertising and entertainmentin an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages.
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