The evaluation should focus on two key areas but could include more:
(1) The Communication Effects – Is the intended message beingdelivered effectively and to the intended audience?
(2) The Sales Effects - Has the campaign generated the intended Salesfigures or growth? (difficult to measure)
Next week we will expand these topics further and include fresh info and ideas on Marketing-Advertising-Promotion.
These days there are a variety of advertising media to choose from and a campaign could use more than one. The key factors when choosing the right media include:
a) Reach – what proportion of target audience will be exposed to the advertising?
b) Frequency – how many times will the target customer be exposed to the advertising message?
c) Media Impact – Where, if the customer sees the advertising, will it havethe most impact? For example will the advertising have more impact on television, in a newspaper, in a ’specific focus’ magazine or Internet based.
Another key decision in relation to advertising media relates to ‘timing’ of the campaign. Some products/services are particularly suited to seasonal campaigns on television whereas for other products a regular ‘year round’ campaign in newspapers and/or specialty magazines is more appropriate.
The Budget will be determined by several factors associated with the objectives listed above plus many more. Primarily the role of advertising is to create demand for either a product or service but advertising is also used to bring awareness, in the commerial sense (business), the moral sense (often charity driven) and, in the case of professions, in the ethical sense.
New products will often require a longer campaign and therefore larger budget to build awareness and encourage consumers to trial the related product/service. A highly differentiated product or service may require specific-type advertising to set it apart from competitors – emphasising the points of difference.
Setting the budget is not easy…after all how can a business predict the right amount to spend? Where to allocate it? Which Medium?
Welcome to our first post for the Marketing advertising and promoton Blog. We will be interacting with you shortly, with tips and advice for novice and experienced business marketeers. We choose these words because thats what is all about. Marketing, Advertising and Promotion
We look forward to our time together.
