Internation Advertising management

1. Choose an Advertising Agency

1.1. Purchase media time or space

1.2. Research media availability or target audience preferences

1.3. Writing copy

1.4. Filming or printing the commercial or advertisement

1.5. Marketing materials: coupons, contests, sweepstakes, premium programs

1.6. Designing company logos, letterhead, signage

2. Assess Advertising Effectiveness

2.1. Attitudinal

2.1.1. brand recognition

2.1.2. brand recall

2.1.3. recall of the advertisement

2.1.4. perceptions of position

2.1.5. brand loyalty

2.1.6. brand equity

2.2. Behavioral

2.2.1. inquiries

2.2.2. website visit

2.2.3. store traffic

2.2.4. direct marketing responses

2.2.5. redemptions of marketing offfers

2.2.6. sales by unit changes in sales volume

3. Objectives

3.1. Create brand and product awareness,

3.2. build or improve brand’s image

3.3. increase sales/ market share

3.4. persuade customers to try a product, provide information

3.5. support other marketing efforts

3.6. Encourage action

4. Create budget

4.1. Percentage of sales

4.2. Match the competition

4.3. Arbitrary allocation

4.4. Objective and task

5. Oversee the Advertising Program

5.1. Advertising objective

5.2. Advertising message

5.3. Message support (facts, research findings, endorsements)

6. Media Selection Factors

6.1. traditional

6.2. non-traditional