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Advertising as a part of the marketing communication mix (Step 4: Media…
Advertising as a part of the marketing communication mix
Step 1: Setting advertising objectives
Important that the business decide the purpose of its advertising and what they want to achieve. This may include one/combination of the following:
Capturing a new market
Increasing market share by increasing sales
Product awareness
Improving awareness
Improving the brand of the business
Step 3: Advertising campaign
Developed campaign with the target audience and marketing objectives in mind. Decide what the duration of the campaign will be.
Step 5: Evaluate the process
Look at what was successful and what did not work well. This information is then used as feedback for designing the next adverting campaign. The question that needs to be asked is? Did the advertising campaign achieve the objectives in a cost-efficient manner?
Step 2 : Budget
Decide on amount of money allocated to achieving its advertising objective
Step 4: Media selection
To get the best value for money, correct advertising medium/media must be used to reach the specific market segment
TV
Radio
Newspapers
Magazines
Billboard
Direct Mail
Vehicles
Media choice also needs to consider different magazines or radio stations or newspapers that exist.