Explain the three types of advertising and describe the major steps of developing an advertising campaign.
Advertising is a paid non-personal message communicated to a specific audience through a mass medium.
- Primary-demand advertising promotes the products of an entire industry rather than just a single brand.
- Selective-demand advertising promotes a particular brand of product.
- Institutional advertising is image-building advertising for a firm.
An advertising campaign is developed in several stages. A firm first identifies and analyzes its advertising target.
The goals of the campaign must be clearly defined. Then the firm develops the advertising platform and determines the size of advertising budget.
The next steps are to develop a media plan, to create the advertising message, and to execute the campaign.
Finally, promotion managers must evaluate the effectiveness of the advertising efforts before, during, and/or after the campaign.
Learn More :
Distribution and Promotion of Products
- Uses of Public Relations
- Types of Public Relation Tools
- Factors Influencing the choice of Sales Promotion Method
- Sales Promotion Objectives
- Six Steps of the Personal-Selling Process
- Social & Legal Considerations in Advertising
- Major Steps in Developing an Advertising Campaign
- Types of Advertising by Purpose
- Combination of promotion methods a firm uses to reach a target market
- Partnering Through Supply: Chain Management
- Understand the types and uses of public relations.
- Describe sales promotion objectives and methods.
- Recognize the kinds of salespersons, the steps in the personal selling process, and the major sales management tasks.
- Understand the basic elements of the promotion mix.
- Explain how integrated marketing communications works to have the maximum impact on the customer.
- Explain the five most important physical distribution activities.
- Distinguish among the major types of retailers and shopping centers.
- Discuss the need for wholesalers, describe the services they provide, and identify the major types of wholesalers.
- Understand how supply-chain management facilitates partnering among channel members.
- Identify the various distribution channels and explain the concept of market coverage.
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