advertising ne demek
A number of key definitions are essential for media planning purposes:With respect to reach objectives, planners must decide what proportion of the target market need to be exposed to the advertising message. This approach is a defensive strategy used to protect a brand market position.There are several approaches to using the competitive parity method:Competitive parity requires a detailed understanding of competitor's expenditure in key areas. As a generalisation, very large budgets are required to sustain national television campaigns.
Transformational appeals are more likely to be indicated for low-involvement goods or services.In addition to determining the overall creative strategy, the advertiser also needs to consider the creative execution – which refers to the way that the message is presented. DAR tests provide a measure of the percentage of the people who recall something specific about an ad (e.g., sales message or a visual) the day following exposure. Advertising spots purchased closer to air-time tend to be more expensive.Many advertisers opt to centralise their media buying through large media agencies such as Zenith or Optimedia. Hence, most campaigns invest in a number of measures to evaluate whether advertising budgets are being well-spent and to assess whether the campaign requires improvement and, if necessary, to fine-tune campaigns in order to achieve the desired advertising effects. Advertising is qualitatively different from publicity where the message sponsor is either not identified or ambiguously defined, and different to personal selling which occurs in real-time and involves some face-to-face contact between message sponsor and recipient allowing for two-way dialogue. Outsourcing to an external agency allows marketers to obtain highly specialised strategic, research and planning skills, access to top creative talent and provides an independent perspective on marketing or advertising problems.Whether a company chooses to outsource advertising functions to an external agency or carry them out within the marketing department, marketers need a rich understanding of advertising principles in order to prepare effective advertising plans, brief relevant agencies about their needs and expectations or develop their own creative solutions to marketing problems. Advertising management is a complex process that involves making many layered decisions including the developing advertising strategies, setting an advertising budget, setting advertising objectives, determining the Advertising management is a complex process. Many authors caution against using sales or market share objectives for marketing communications or advertising purposes.Communications objectives might include such things as to: It is unfair to hold marketing communications accountable for all sales when it is only one element in the total marketing effort.While advertising is an excellent tool for creating awareness and interest in a brand, it is less effective at turning that awareness and interest into actual sales.
Advertising objectives should be In order to set realistic and achievable advertising objectives, most advertisers try to link advertising or communications objectives with the communications effects. In an intensive campaign (heavy weight campaign), the media strategy is normally skewed towards main media, which remains the most cost efficient means of reaching large audiences with the relatively high frequency needed to create stable brand awareness levels.The first channel decision that needs to be made is whether to use a With reach and frequency objectives firmly in place, the planner turns to determining the media mix and selecting appropriate media vehicles to carry the message. Marketers and advertisers make a distinction between the The communications objectives will, at least in part, depend on whether the marketer is using a push or pull strategy. However, communications objectives must be framed in terms of communications effects. and Lutz, R.J., "An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context," Bharadwaj, S.G., Varadarajan, P.R. "Information Processing from Advertisements: Toward an integrative framework," Ambler, T. and Vakratsas, D., "The Pursuit of Advertising Theory," Rossiter, J.R., Percy, L. and Donovan, R.J., "A Better Advertising Planning Grid," Clow, K. E.; Roy, D. P.; and L. B. Hershey (2002), "A Comparison of the Incidence of Advertising Strategies in Business-related Magazines: Service Versus Goods," Vaughn, R., "How Advertising Works: a Planning Model," Based on Vaughn, R., "How Advertising Works: A Planning Model Revisited," Vaughn, R., "How Advertising Works: A Planning Model Revisited," Grönroos, C., "What Can A Service Logic Offer Marketing Theory?"
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