How To Create A Business Advertising Campaign
Create an awareness about a company's product or service by
1. Informing potential customers about product features.
2 Announcing new models.
3. Highlighting the unique features of the product.
4. Informing customers as to where the product may be bought.
5. Announcing price changes.
6. Demonstrating the product in use.
The inventory strategy is helpful in highlighting the fact that various objectives can be emphasized in advertising and that these objectives cannot be selected with out reference to the overall marketing plan. Thus, this approach helps the advertiser avoid operating in a vacuum. Nevertheless, inherent in this approach is the danger that the decision maker may select nonfeasible and conflicting objectives if everything listed in an inventory seems worth pursuing.
Hierarchy Approach. Following this approach, the goals of advertising should be stated in an action-oriented psychological type. Thus, the goals of advertising may be defined as (a) gaining customers' initial attention, perception, continued favorable attention, and interest; or (b) affecting customers' comprehension, feeling, emotion, motivation, belief, intentions, choice, imagery, association, recall, and recognition.
The thesis behind this approach is that customers move from one psychological state to another before actually buying a product. Thus, the purpose of advertising should be to move customers from state to state and ultimately toward purchasing the product. Although it makes sense to define the purpose of an individual ad in hierarchical terms, it may be difficult to relate the purpose so defined to marketing goals.
Besides, measurement of psychological states that form the basis of this strategy is challenging and subjective compared to the measurement of objectives for example marketplace share. Attitudinal Approach. According to this strategy, advertising is instrumental in producing changes in attitudes; therefore, advertising objectives should be defined to influence attitudinal structures. Thus, advertising may be undertaken to accomplish any with the following goals:
1. Affect those forces that influence strongly the option of criteria utilized for evaluating manufacturers belonging to the product class.
2. Add characteristic(s) to those considered salient for the product class.
3. Increase/decrease the rating for a salient product class characteristic.
4. Change the perception of the company's brand with regard to some particular salient product characteristic.
five. Alter the notion of competitive manufacturers with regard to some specific salient product characteristic. The attitudinal approach is an improvement over the hierarchical approach simply because it attempts to relate advertising goals to product/market goals.
This approach indicates not only the functions advertising performs, it also targets the particular results it can obtain. Advertising goals should be defined by a individual completely familiar with all product/market perspectives.
A good definition of objectives aids in the writing of appropriate ad copy and in selecting the right media. It should be recognized that different ad campaigns for the same product can have varied objectives. But all ad campaigns should be complementary to each other to maximize total advertising impact. Product/market advertising objectives may be used to derive media objectives.
Media objectives should be defined so as to answer such questions as: Are we trying to reach everybody? Are we aiming to be selective? If housewives under 30 with kids under 10 are really our target, what media objectives should we develop? Are we national or regional? Do we need to concentrate in chosen counties? Do we need reach or frequency or both? Are there creative considerations to control our thinking?
Do we need color or permanence (which might mean magazines and supplements), personalities and demonstration (which might mean television), the best reminder for the least money (which might mean radio or outdoor), super selectivity (which might mean direct mail), or going all the way up and down in the market (which could mean newspapers)? The following is a list of sample media objectives based on these questions:
1. We need a national audience of ladies.
2. We want them between 18 and 34.
3. Because the product is a considered purchase, we need room to explain it thoroughly.
4. We need colour to show the product to greatest advantage.
five. We should keep after these women more than once, so we need frequency.
6. There's no way to demonstrate the product except in a store.
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