By John Wilmshurst
The basics of advertisements is widely known because the such a lot entire and informative advent to the world for either execs and scholars. the recent version has been totally revised and up-to-date and offers a complete assurance of the entire enterprise of ads and its linked promotional components, together with public relatives, revenues merchandising and sponsorship. The authors use a variety of Read more...
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50 The Fundamentals ofAdvertising what do we need to tell them? how can we best get our message to them? Advertising must be aimed at achieving specific objectives. These objectives must be quantified so that the advertising may be clearly directed and its effectiveness measured. The advertising plan must be based on decisions regarding strategy and positioning. From these decisions the creative and media aspects of the advertising campaign may be logically developed. A further aspect of planning is to decide on the appropriate budget this may well involve using a number of different methods of calculation to arrive at the optimum result.
How can our message be expressed most effectively? Is it a job best done by advertising or should some other method of communication be used? 2). 2. I Quantified objectives for measurable results One of the problems often associated with advertising is that the costs are all too obvious but the gains not very clear. This difficulty can be minimized if the objectives are spelled out very clearly in terms to which numbers (quantities) can be attached. e. orders are to be received from people replying directly to the advertisement totalling ths amount or more.
The question now to be considered is how we go about selecting the appropriate role in a particular situation. Basically, we do it by asking questions, such as: 1 2 3 4 5 6 Whom do we need to communicate with? What do we need to tell them? Why do we need to tell them (what effect are we trying to produce)? Where is the best medium to deliver the message? When is the best time to deliver the message? How can we best get our message to them? e. ) When we are dealing with a product or service, then usually the answers will develop naturally out of the marketing plan (see Chapter 5 for How advertising happens 37 the relationship between advertising and marketing).
