Advertising, sales promotion, and public relation playing a vital role in the promotion mix.
If you were a marketing manager describe the major decisions involve in developing an
advertising program?
Answer
If I was a marketing manager, I start by identifying the target market and buyer motives.
Then I can make the five major decisions, known as “the five Ms” In developing an
advertising program
• Mission: What are our advertising objectives?
• Money: How much can we spend and how do we allocate our spending across media
types?
• Message: What message should we send?
• Media: What media should we use?
• Measurement: How should we evaluate the results?
Detailed Description
Setting the Objectives
=================
The advertising objectives must flow from prior decisions on target market, brand
positioning, and the marketing program.
An advertising objective (or goal) is a specific communications task and achievement level
to be accomplished with a specific audience in a specific period of time.
Advertising objectives can classify according to whether their aim is to inform, persuade,
remind, or reinforce. These objectives correspond to different stages in the
hierarchy-of-effects model.
• Informative advertising aims to create brand awareness and knowledge of new products
or new features of existing products.
• Persuasive advertising aims to create liking, preference, conviction, and purchase of a
product or service. Some persuasive advertising uses comparative advertising, which
makes an explicit comparison of the attributes of two or more brands.
• Reminder advertising aims to stimulate repeat purchase of products and services.
• Reinforcement advertising aims to convince current purchasers that they made the right
choice. Automobile ads often depict satisfied customers enjoying special features of their
new car.
Setting the Advertising Budget
========================
After determining its advertising objectives, marketing manager next sets its advertising
budget
for each product; some specific factors that should be considered when setting the
advertising budget.
• Stage in the product life cycle- New products typically merit large advertising budgets to
build awareness and to gain consumer trial. Established brands usually are supported with
lower advertising budgets, measured as a ratio to sales.
• Market share and consumer base- High-market-share brands usually require less
advertising expenditure as a percentage of sales to maintain share. To build share by
increasing market size requires larger expenditures.
• Competition and clutter – In a market with a large number of competitors and high
advertising spending, a brand must advertise more heavily to be heard. Even simple clutter
from advertisements not directly competitive to the brand creates a need for heavier
advertising.
• Advertising frequency – The number of repetitions needed to put the brand’s message
