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Advertising process in marketing of a product., Lecture notes of Marketing

it is about the process and art of advertising

Typology: Lecture notes

2016/2017

Uploaded on 03/21/2017

akash2502
akash2502 🇮🇳

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bg1
ADVERTISING
PROCESS
BRIEFING
KNOWIN
G THE
OBJECTIV
E
MARKET
RESEARC
H
SETTING
THE
BUDGET
MEDIA
SELECTIO
N
TARGET
AUDIENC
E
DESIGNI
NG AND
CREATIN
G THE AD
PLACE
AND
TIME OF
AD
EXECUTI
ON
pf3
pf4

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ADVERTISING

PROCESS

BRIEFING KNOWIN G THE OBJECTIV E MARKET RESEARC H SETTING THE BUDGET MEDIA SELECTIO N TARGET AUDIENC E DESIGNI NG AND CREATIN G THE AD PLACE AND TIME OF AD EXECUTI ON

1. BRIEFING

The advertiser needs to be briefed about the product or service which has to be advertised. The best idea is selected from various concerned with creative advertisement development and is analyzed in multiple ways.

  1. KNOWING THE OBJECTIVE One should first know the objective or the purpose of advertising. i.e. what message is to be delivered.
  2. MARKET RESEARCH This step involves finding out the market behavior, knowing the competitors, what type of advertising they are using, what is the response of the consumers, availability of resources needed in the process, etc. Take a look at your demographic needs and interests.
  1. DESIGNING AND CREATING THE Ad The design that is an outline of Ad on papers is made by the copywriters of the agency, then the actual creation of the Ad is done with the help of art directors and the creative personnel of the agency.
  2. PLACE AND TIME OF Ad The next step is to decide where and when the Ad will be shown. Once you have finished the Ad in hand, it’s time to actually place it with the preferred advertising venue. The place is decided according to the target customers where the Ad will be most visible. It is decide by the traffic department of the agency.

EXECUTION/PERFORMA NCE The last step is to judge the performance of the Ad in terms of the response of the customers, whether they are satisfied with the Ad and the product, did the Ad reached all the targeted customers, was the Ad capable enough to compete with the other players, etc. Every point must be studied properly and changes are to be made accordingly.