Media Impact on Consumer Buying Behavior
Advertising is a form of communication that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service
Definition of Advertising
Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by identified sponsor.
Framework for advertising planning and decision making
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PLANNING FRAMEWORK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Major internal and external factors involved in advertising planning and decision making are shown in Figure 2-1. Internally, situation analysis, the marketing program, and the advertising plan are key considerations. As suggested in the diagram, the three legs of advertising planning concern: (1) objective setting and target market identification, (2) message strategy and tactics, and (3) media strategy and tactics. The advertising plan is best thought of as part of an overall marketing plan which should be developed following a situation analysis of the organization’s particular situation. Situational analysis implies research and research is vital to planning and decision making. Once developed, an advertising plan is implemented and becomes an advertising campaign, carried out in the context of social, legal, and global factors and with the aid of various types of facilitating agencies.
The balance of this chapter addresses each of these considerations. First, situation analysis is explained and discussed. Then a brief review of a marketing plan is presented. This is followed by sections on facilitating agencies and a discussion of the role of social, legal, and global factors.
MARKETING STRATEGY AND SITUATION ANALYSIS . . . . . . . . . . . . . . . . . . . . . . .
The planning and decision-making process begins with a thorough analysis of the situation the
Definition of Advertising
Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by identified sponsor.
Framework for advertising planning and decision making
[pic]
PLANNING FRAMEWORK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Major internal and external factors involved in advertising planning and decision making are shown in Figure 2-1. Internally, situation analysis, the marketing program, and the advertising plan are key considerations. As suggested in the diagram, the three legs of advertising planning concern: (1) objective setting and target market identification, (2) message strategy and tactics, and (3) media strategy and tactics. The advertising plan is best thought of as part of an overall marketing plan which should be developed following a situation analysis of the organization’s particular situation. Situational analysis implies research and research is vital to planning and decision making. Once developed, an advertising plan is implemented and becomes an advertising campaign, carried out in the context of social, legal, and global factors and with the aid of various types of facilitating agencies.
The balance of this chapter addresses each of these considerations. First, situation analysis is explained and discussed. Then a brief review of a marketing plan is presented. This is followed by sections on facilitating agencies and a discussion of the role of social, legal, and global factors.
MARKETING STRATEGY AND SITUATION ANALYSIS . . . . . . . . . . . . . . . . . . . . . . .
The planning and decision-making process begins with a thorough analysis of the situation the