Creating Advertisements The advertising creative effort can be divided into two elements: the creative strategy and creative tactics. LEARNING OBJECTIVES Outline the process of how to create advertisements KEY TAKEAWAYS Key Points The creative strategy concerns what you are going to say to the audience. Creative tactics outline the means for carrying out the creative strategy. The place to begin the creative strategy is to ascertain the proper appeal to… Read More »Creating Advertisements

Media Types and Scheduling Marketers must choose the type of media that best suits their budget and message and then choose the best way to schedule their message. LEARNING OBJECTIVES Compare the types of media and types of scheduling used in advertising campaigns KEY TAKEAWAYS Key Points In terms of overall advertising expenditures, media advertising is still dominated by press and television. Scheduling refers to the pattern of advertising timing,… Read More »types of media and types of scheduling used in advertising campaigns

Creating a Media Plan The standard media plan covers four stages: stating media objectives, evaluating media, selecting and implementing choices, and determining the budget. LEARNING OBJECTIVES Assemble the components and methodology of creating a media plan KEY TAKEAWAYS Key Points Media objectives are normally stated in terms of three dimensions. There are definite inherent strengths and weaknesses associated with each medium so many advertisers rely heavily on the research findings… Read More »Creating a Media Plan

Determining a Budget Determining a marketing budget requires an understanding of the cost of producing campaigns and the expected (or actual) return from the advertising campaign. LEARNING OBJECTIVES Differentiate between fixed and variable budgeting strategies in advertising, and recognize the way advertising investments have changed KEY TAKEAWAYS Key Points Advertising is one aspect of the broader marketing strategy, and is funded (and constrained) by the resources available for promotional endeavors.… Read More »Determining advertising a Budget : Differentiate between fixed and variable budgeting strategies

Focus of an Advertisement The focus of an advertisement must say to each reader or viewer: Buy this product, and you will get this specific benefit. LEARNING OBJECTIVES Outline the mindset and rationale of advertisement focus within an advertising campaign KEY TAKEAWAYS Key Points The Unique Selling Point or Proposition ( USP ) is a marketing concept that was first proposed as a theory to understand a pattern among successful… Read More »Focus of an Advertisement

Informative, Persuasive, and Reminder Advertising Advertising should always be in line with promotional and marketing objectives, and the business strategy or mission of the organization. LEARNING OBJECTIVES Explain different types of advertising; informative, persuasive and reminder oriented KEY TAKEAWAYS Key Points Reminder advertising reinforces previous promotional activity by keeping the name of good, service, person, or cause before the public. Marketers use persuasive advertising to increase the demand for an… Read More »different types of advertising Informative, Persuasive, and Reminder Advertising

Defining Campaign Objectives The hierarchy-of-effects model clarifies the objectives of an advertising campaign and each individual advertisement. LEARNING OBJECTIVES Examine how campaign objectives are identified for an advertising campaign KEY TAKEAWAYS Key Points The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. It is easier to accomplish ad objectives located at the base of the pyramid than the ones… Read More »how campaign objectives are identified for an advertising campaign

Identifying the Target Market Recognizing the core target market(s) for a given product or service is integral to maximizing advertising spend. LEARNING OBJECTIVES Explore the process of identifying the target market and how it impacts advertising strategies KEY TAKEAWAYS Key Points In marketing, a target market should provide an organization the best possible return on its investments from an advertising perspective. As a result, identifying the target market is an important… Read More »Identifying the Target Market : how it impacts advertising strategies

The Advertising Campaign Identifying Product Benefits Identifying product benefits involves finding out what the customer really wants and needs, not just listing a variety of product features. LEARNING OBJECTIVES Demonstrate the application and use of product benefits in advertising campaigns KEY TAKEAWAYS Key Points Product features include such factors as form, color, size, weight, odor, material, and tactile qualities. A benefit answers the question, “So What? “. The Voice of… Read More »The Advertising Campaign : product benefits in advertising campaigns

Consumer Influence Consumer influence is a key topic in behavioral economics, where heuristics, framing, and market inefficiencies impact how consumers make decisions. LEARNING OBJECTIVES Define the concept of heuristics, and recognize the relevance of influences on decision-making KEY TAKEAWAYS Key Points Organizations must understand their target market, most notably how they make decisions and what influences are important to the decision-making process. By understanding the consumers ‘ needs, decision-making processes,… Read More »Consumer Influence