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Advertising
Means of making potential buyers aware of a particular
product or service.
Sales Promotion
Offering an inducement to encourage purchase
Advertising questions
- Which product to advertise
- To whom
- What do I say
- When
- How much do I spend
The selection process - to decide on what to say to whom
- The Message
- Overall product strategy
- Key attributes of product - selling satisfactions
- The product buying profile
- May require market and consumer research
- Development and placement
- Major problems are muddled thinking
- Poor briefing and assessment
- Use of agencies are the norm
- Proposals for client approval
- Is the proposed advertisement consistent with the
strategy
- Should question, probe, seek to understand
- Research
- Help is limited but it can tell if message understood,
credible, interesting
- Media strategy
- Is it sensible to spend total budget on one medium
- More important to improve coverage or frequency of
exposure
- Agency should be "what if" questioned to improve
return on funds invested
Promotion objectives
- Short term boost by increasing stock levels
- Improve distribution
- Improve sales through
Objectives should be quantified beforehand so that results can
be measured.
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