Developing an Advertisement Program

Developing an advertisement program

A series of advertisements is involved in developing an advertising campaign. Targeting the potential audience and selection of right media are the important aspects of an advertising campaign. Different steps involved in the process of advertising are as follows:

Identify the target audience

It is the fist step in developing an advertising campaign. The marketer should select the right audience, which has to be targeted by the delivery of an advertisement. There are two types of target market: mass market and niche market. The information related to demographic variables, geographic location and consumer attitude should be collected before developing an add campaign.

Define the objective of advertising campaign

The objective of the advertising campaign should be cleared to the marketer. It helps in achieving a specific communication task for a specific target audience in a specific period of time. The objective should be precise and measurable, which can be easily evaluated. The different objective of an advertisement can be to inform, to persuade and to remind about the product.

Set the advertising budget

The advertising budget is set on the basis of the objective of the campaign and company's ability to spend on marketing communication activities. Different factors, such as type of product advertised, size of the market, geographic distribution of customers within the market and sales volume compared to competitors are considered before setting the budget (Marketing Management, 2004).

Developing the advertising message

The advertising message should be designed in such a way that delivers what marketer want to inform to his target audience. The successful advertising message should be meaningful, distinctive and believable. These three characteristics should be kept in mind while drafting the message.

Selecting the right media

There are different means of media to convey the advertising message. Most popular of them are print media and broadcast media. The strong knowledge of reach of the media to target customers is required for the selection of right media. This information could be collected from government and private publication, audit bureau circulations, etc (Marketing Management, 2004).

References

Marketing Management. (2004). Hyderabad: ICFAI Center for Management Research.