CHAPTER 17 ADVERTISING AND PUBLIC RELATIONS THE NATURE AND TYPES OF ADVERTISING DEVELOPING AN ADVERTISING CAMPAIGN Advertising campaign o The creation and execution of a series of advertisements to communicate with a particular target audience Identifying and analyzing the target audience o Target audience the group of people at which advertisements o Research to establish an information base demographic factors such as age income race sex education consumer attitudes etc Defining advertising objectives o Objectives should be stated clearly precisely and in measurable are aimed terms o Based on opinions of personnel within the firm and of individuals in the advertising agency Creating the advertising platform o Advertising platform basic issues of selling points to be included o Based on opinions of personnel within the firm and of individuals in an advertising campaign in the advertising agency Determining the advertising appropriation o Advertising appropriation advertising budget for a specified period of time geographic size of the market and distribution of buyers within the market have an effect on the decision o
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