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 are aimed 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 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 in an advertising campaign o Based on opinions of personnel within the firm and of individuals 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)
View Full Document
Unlocking...