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Promotional Mix
Monitoring and Evaluating
Promotions
After your marketing strategy or advertising campaign has been in place for a reasonable length of time, it is important to evaluate its performance and identify areas that could be improved. Over time, your business and the market can change so you will need to reassess your marketing strategy and adapt it according to the current situation.
These simple steps may help you to review and evaluate the performance of your marketing strategy:
Regularly monitor your marketing activities and compare their current performance against your marketing objectives.
Identify performance gaps and determine why they exist.
Seek out opportunities to improve and take corrective action or adjust your targets.
Major Decisions in Advertising
Setting Objectives
An advertising objectives is a specific communication task to be accomplished with a specific target audience during a specific period of time.
Advertising objectives can be classified by their aim: to inform, persuade, or remind.
Informative Advertising
Informative advertising is used heavily when introduction a new product category and when the objective is to build primary demand. For example, when an airline opens a new route, its management often runs full-page advertisements informing the market about the new service.
Persuasive Advertising
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Persuasive advertising becomes more important as competition increases and a company’s objectives becomes building selective demand.
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Some persuasive advertising has become comparison advertising, which compares one brand directly or indirectly with one or more other brands. For example, Burger King used direct comparison advertising with a McDonald.
Reminder Advertising
•
Reminder advertising reinforces previous promotional information. The name of the product, testimonials of past customers, public response, and sales techniques are repeated in the hopes of reminding past customers and garnering new
Monitoring and Evaluating
Promotions
After your marketing strategy or advertising campaign has been in place for a reasonable length of time, it is important to evaluate its performance and identify areas that could be improved. Over time, your business and the market can change so you will need to reassess your marketing strategy and adapt it according to the current situation.
These simple steps may help you to review and evaluate the performance of your marketing strategy:
Regularly monitor your marketing activities and compare their current performance against your marketing objectives.
Identify performance gaps and determine why they exist.
Seek out opportunities to improve and take corrective action or adjust your targets.
Major Decisions in Advertising
Setting Objectives
An advertising objectives is a specific communication task to be accomplished with a specific target audience during a specific period of time.
Advertising objectives can be classified by their aim: to inform, persuade, or remind.
Informative Advertising
Informative advertising is used heavily when introduction a new product category and when the objective is to build primary demand. For example, when an airline opens a new route, its management often runs full-page advertisements informing the market about the new service.
Persuasive Advertising
•
Persuasive advertising becomes more important as competition increases and a company’s objectives becomes building selective demand.
•
Some persuasive advertising has become comparison advertising, which compares one brand directly or indirectly with one or more other brands. For example, Burger King used direct comparison advertising with a McDonald.
Reminder Advertising
•
Reminder advertising reinforces previous promotional information. The name of the product, testimonials of past customers, public response, and sales techniques are repeated in the hopes of reminding past customers and garnering new