The following points highlight four main steps involved in determining optimal promotion-mix. The steps are:- 1. Identifying the Target Audience 2. Developing Communication Objectives 3. Designing the Message 4. Selecting the Communication Channel. Step # 1. Identifying the Target Audience: The marketer must identify target audience which may be individual or group or public. He should identify the image of [...]
DAGMAR was the study of Association of National Advertisers (ANA) that the goal of advertising is to achieve specialized objectives and it recognized that different advertisements can have a number of objectives. "Advertising's job, purely and. simply, is to communicate to a defined audience information and a frame of mind that stimulates action. Advertising succeeds or fails, depending on how [...]
After reading this article you will learn about the budgetary process for advertising of products. The advertising budgeting process involves the following steps (Fig. 17.3): Step-I: Preparation of Budget: It is generally prepared by advertising manager in consultation with marketing manager. The advertising budget made is based on inputs provided by marketing research people. The budget is generally made on [...]