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Role and Functions
Services
- Study clients product/service for
advantages/disadvantages and in relation to competition
- Analyze present and potential market
- Knowledge of factors of distribution and sales and
methods of operation
- Knowledge of all available media
- Formulation of a definite plan
- Execution of plan
- Co-operation with clients sales force
Functions
- To help client plan the advertising campaign
- To prepare the advertisements
- To place advertisements in most suitable media
Advertising campaigns should be regarded as an integral part
of the overall marketing plan.
Agencies departments
- Research
- Media
- Creative
- Accounts
- Internal services
- Obtaining business
Relationship
Agency and Client
- Client should give information on product or service
- Product/Market/Consumer awareness shared
responsibility
- Agency creates message but decision is clients
- Client will check all detailed work
Main Media
The Press
- Cheapest method of reaching large audience
- Accept copy at short notice
- Large circulation
- Can include coupons
TV & Radio
- Several TV Areas
- Variations in audience ratings
- Air time scheduling
Direct Mail
- Can mail every prospect
- Selective
- Personalized
- Any time
Cinema, Billboard & Posters
Planning an advertising campaign
The more the firm can pinpoint exact objectives and target
audience the better.
Advertising opportunity
- Can campaign generate enough extra sales to cover costs
and boost profits
- Primary - Introduce new products or open up new market
- Selective - Promotes awareness and sales of a brand or
service
- Defining goals is a key requirement
- Goals
- Exposure - Per period to audience
- Awareness - Have they seen it
- Attitudes
- Sales
- Qualities of Objective
- Must be precise
- Must be communication oriented
- Must relate to sales and profit
- Creating the message
- Theme - clear differential advantage makes the
theme stand out.
- Message generation - Finding effective things to say
about a product or service to a target audience
- Message evaluation - Desirability, exclusiveness,
believability
- Message execution - Sales pitch, Demonstration,
Mood
- Brand Image and Unique Selling Proposition
- Brand Image - meets self image
- U. S. P. - Must make definite proposition which is
strong, attractive and unique
- Media selection - depends on
- Promotion objectives
- Target market
- Available funds
- Factors to be considered
- The market
- Distribution
- Creative strategy
- Circulation
- Audience
- Media costs
- Editorial
- Advertising usage
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