Advertising Introduction
by caitlin smith
1. Why advertise?
1.1. - Products are standardised - Many end users - Purchase amounts small, volumes high - Sales through intermediaries, rather than direct - Introduction and growth phases of PLC - Promote auxiliary services - Reinforce status
2. Definition
2.1. "Paid for mass media communication" Sean Brierly, 1996
2.2. “Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.” Kotler, 1997
3. Developing an Advertising Campaign
3.1. Identification of customer needs and wants
3.2. Development of the right sales message
3.3. Identification of the target group/market segment
3.4. Integration of the elements of the promotional mix
3.5. Evaluation and campaign adjustment
4. Advertising Implementation
4.1. Planned
4.2. Integrated
4.3. Strategic
4.4. Sustained
