Types of Advertising
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ADVERTISING STRATEGY |
| A successful ad is more
than just a "pretty picture." It must be developed to meet very specific
goals, and it must spring from a sound understanding of the dynamics of
the market. |
| Every ad and every
advertising campaign should have clearly defined objectives. These should
grow out of the company’s overall marketing strategy and the jobs assigned
to advertising. It isn't enough for management to say, "Promote the
product." Management must decide in general terms what they want their
advertising to do, and then specify what each ad should accomplish.
Detailed objectives are necessary to focus the power of advertising on
meeting the company’s overall goals.
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Advertising should have one or more of the following specific objectives: |
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| Even the above, while they
help to define the reason for the ad, are too general. Advertising
objectives should be more specific than personal selling objectives. One of
the advantages of personal selling is that the salespeople can shift their
presentations to meet customers' needs. Each ad, however, is a specific
communication. It must be effective not just for one customer but for
multiple customers. This means that management must set specific objectives
for each ad-as well as a whole advertising campaign. |
| If specific marketing objectives aren't set, the "creative" aspect of advertising may dominate. In that case some overly general objective is set, like "selling the product," without addressing the buying influences, specific situations existing in the target market, the product’s application and reputation in that market, and the position of the competition. The ad which results may please management while failing to address the concerns of the target market. It will then fail to achieve the needed marketing results. |