After completing this chapter, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the "best" medium, understand how to plan the "best" message - that is, the copy thrust, understand what advertising agencies do and how they are paid,. | Chapter 16: Advertising and Sales Promotion 16-2 Strategic Planning for Advertising Sales Promotion Mass Selling Personal Selling Target Market Price Promotion Place Product Copy thrust Media types Kind of advertising Target audience Who will do the work? Publicity Advertising Exhibit 16-2 Summary Overview Marketing managers must make specific advertising strategy decisions to guide the work done by the firm and/or its advertising agency. Making specific decisions is very important to ensure that advertising efforts support marketing objectives, not just communication objectives. Advertising Strategy Decisions Target Audience. The marketing manager should be very specific about who the company is trying to reach. Advertising campaigns can be narrowed very accurately to appeal to very specific groups of people through careful selection of words, images, and symbols. It is crucial that marketing provide the advertiser with accurate target market information. Kind of Advertising to Use. There are many kinds of advertising that can be effective in promoting products. Each kind is designed to address the information needs of different groups: channel members, opinion leaders, reference groups, or final consumers, for example. Marketing managers should specify the kinds of advertising that will best support the overall marketing objectives. Instructor’s Note: Kinds of advertising are discussed in greater detail on a subsequent slide. Media to Use. Different target markets use different media and in different combinations. Marketing managers should specify to the advertiser which media should be used to reach the target market. What to Say. While an advertising agency might be hired to develop the “creative” message -- including some specific advertising copy -- the marketing manager should specify the direction of this copy thrust and its link to specific promotion objectives. Who Will Do the Work. Here the marketing manager determines if the firm’s own advertising . | Chapter 16: Advertising and Sales Promotion 16-2 Strategic Planning for Advertising Sales Promotion Mass Selling Personal Selling Target Market Price Promotion Place Product Copy thrust Media types Kind of advertising Target audience Who will do the work? Publicity Advertising Exhibit 16-2 Summary Overview Marketing managers must make specific advertising strategy decisions to guide the work done by the firm and/or its advertising agency. Making specific decisions is very important to ensure that advertising efforts support marketing objectives, not just communication objectives. Advertising Strategy Decisions Target Audience. The marketing manager should be very specific about who the company is trying to reach. Advertising campaigns can be narrowed very accurately to appeal to very specific groups of people through careful selection of words, images, and symbols. It is crucial that marketing provide the advertiser with accurate target market information. Kind of Advertising to Use.
