Whenever an advertising program is prepared, the marketing management should take into account the four advertising decisions.
- Setting Advertising Objectives
- Setting Advertising Budgets
- Developing Advertising Strategy
- Evaluating Advertising Campaigns
On the basis of these advertising decisions, you may easily develop a successful Advertising Program for your business.
Advertising Decisions for Advertising Program
- Setting Advertising Objectives:
The first important advertising decision in developing an advertising program is setting the advertising objectives. The decisions of the past about the target market, Marketing Mix and positioning serve as a basis for the determination of the main job of advertisement in the total of advertising program. An advertising objective is defined as a particular task of communication that should be completed with a particular target audience and in a particular duration of time frame. Following are the four forms of advertising objectives.
- Informative Advertising:
Under this objective, customers are informed about the new product or its new features or the primary demand is built through it.
- Persuasive Advertising:
In persuasive advertising selective demand for a brand is built by persuading the buyers about the offering that is best for their investing money.
- Comparison Advertising:
In this objective of advertising a brand of a company is compared with the brand
of some other company either directly or indirectly.
- Reminder Advertising:
For the advertising of mature products this kind of advertising is adopted in which customers are educated to consider the product continuously.
- Setting Advertising Budgets:
When the advertising objectives are determined, then the next step of the advertising decisions is to determine the advertising budget for each market and product category. There are four methods for setting an advertising budget which are as follow.
- Affordable Method
- Percent of Sales method
- Competitive parity Method
- Objective & Task Method
Whichever method is adopted for the budgeting of the advertisement, the main focus is to consider the appropriate amount of the advertising. Most companies of consumer packaged products spend huge amount on advertising of their product and on the other hand B2B companies spends little amount on their advertising. Both of these considerations are not healthy enough for the success of the products in the markets.
On setting of advertising budgets, certain points should be considered which are as follow.
- Stage of the Product Life Cycle
- Market Share
- Competition & Clutter
- Product Differentiation
- Developing an Advertising Strategy:
The advertising strategy includes the following two areas of the advertising decisions.
01- Message Decisions
02- Media Decisions
- Message Decisions:
The success of advertising is not based on the portion of budget utilized, but it relies on the content of the messages that can attract attention of the customers and show clear picture. The effective advertising messages are required, which otherwise can cause serious problems to the advertiser. In the old days all the viewers of the television have limited option of few channels that can show them a great proportion of ads.
But now with the advancement in the world, there are many options to the viewers of televisions and they can easily avoid many of the unwanted or boring messages. So the advertising messages should be much more imaginative, planned, rewarding to customers and entertaining. In some situations the advertisers include the controversial issues in their messages to make it more attractive and attention gaining.
- Media Decisions:
The media decision of advertising strategy consists of the selection of proper media that can be effectively delivered the developed message. For this purpose media planning is done by the media department in the organization to eliminate the friction between effective advertising message and appropriate media. The selection of media is carried out through the following steps.
- The decision of the frequency, reach & impact.
- Selection of one of media among prominent media categories.
- Selection of Particular vehicles of media.
- Decision about the timing of the media selected.
- Evaluating Advertising Campaigns:
The fourth & the last step in the related to the advertising decisions is the evaluation of the advertising campaigns. The advertising program not only evaluates the effects of Communication of Advertising, but also the effects of sales. All this evaluation is carried out on a regular basis. For the purpose of evaluation of communication effects, a technique called copy testing is used which can tell about any particular ad that either it is communicated well or not. Copy testing technique can be adopted before or after the printing or broadcasting of any ad before placement of an ad, the advertiser can present it to the customers and ask various questions about the ad like how they feel about it? In this the advertiser can evaluate the attitudes of different customers and try to find the exact results of the ad when the ad runs through a medium, the advertiser can evaluate the effects of that ad on customers by analyzing the knowledge, awareness and preferences of the customers about the product.
On the other hand the effects of sales by an ad are not easy to measure as compared to the effects of communication. For example, it is quite hard to measure the ratio of sales increase when the awareness of the product increases by 25% and the preference of brand by 15%? Besides the above factors, there are many other factors that affect the sales of a product like, the features of the product, the price of the product, its availability in the proper locations etc. That is why the sales effects of advertising are harder to measure.