Intoday’s market, a good product is usually not enough to guaranteeits success in the market. Companies must inform the consumers of theproducts availability and always remind them of the product. Thebusiness must place the product carefully in customers mind. For thecompany to do this, it must use tools of mass promotion inadvertising, product promotion and public relations. In short it mustmarket the product vigorously (Mullins & Walker, 2013).
Whenmaking an advertising program marketer need to consider fouressential decisions in which they are
1.Setting advertising objectives
2.Setting the advertising budget
3.Developing advertising strategy
4.Evaluating advertising campaigns (Lee & Edwards, 2013)
Thisis the initial step in making an advertising program. An advertisingobjective can be defined as a specific communication task to aparticular target audience to be completed in given period. Thesegoals should be based on previous decisions about the marketpositioning, product mix and target market (Hill, 2013). Theobjectives can also be classified according to their primary purposei.e. whether they are to remind, persuade or inform the consumersabout a particular product. Informative information is used majorlywhen introducing a new product in the market. Its aim is usually tobuild primary demand (Mullins & Walker, 2013). Persuasiveinformation is when competition for a commodity increases and ismeant to persuade the consumer to continue using a given product.While reminding information is used for mature products and it aimsto keep the product in a customer’s mind.
Settingthe advertising budget
Afterthe objectives have been defined the marketing managers need toestablish an adverting budget. The budget often depends on theproducts life cycle. A new product will require a significant budgetto inform and gain the consumers trail of the product. While matureproducts require fewer funds in relation to their sales (Hawkins &Mothersbaugh, 2013). Substitutes or indifferent products requiremassive advertising to set them apart as this will point outdifferences to the consumer for a given product. Also as how marketshares impact on the advertising budget. In this making or taking amarket share of competitors requires massive spending than justmaintaining a market share. Also high share products or product witha significant share of the market usually need high advertisementspending in relation to their sales (Lee & Edwards, 2013).
Nowthat the money and resources needed have been allocated the marketingmanager have to decide on the plan (Dalgic & Yeniceri, 2013).This majorly involves two things creating the advertising message andselection of the advertising media to be used. In this no matter howbig the advertising budget is, the product success and advertisingsuccess depends on how effective the communication will be.Therefore, there is need to create a persuasive message and carefullyselect the media that will best reach the targeted customers (Hill,2013).
Thisis the last stage of advertisement program. It is meant to evaluatethe impact of the advertisement to customers. How people are getting,the advertising message needs to be
analyzed.The adverts effects on the market are also carefully examined here.As this is the stage, that determines if the advertising has achievedits objective (Hawkins & Mothersbaugh, 2013).
Mullins,J. W., & Walker, O. C. (2013). Marketingmanagement: A strategic decision-making approach.New York: McGraw-Hill.
Hawkins,D. I., & Mothersbaugh, D. L. (2013). Consumerbehavior: Building marketing strategy.New York: McGraw-Hill Irwin.
Hill,M. E. (2013). Marketingstrategy: The thinking involved.Thousand Oaks, Calif: SAGE Publications.
Lee,A., & Edwards, M. G. (2013). Marketingstrategy: A life-cycle approach.
Dalgic,T., & Yeniceri, T. (2013). Customer-orientedmarketing strategy: Theory and practice.New York: Business Expert.