24 Questions
What is the first step in the advertising process?
Setting advertising objectives
What determines the advertising budget for a brand?
Market share and product life cycle
What are the two major elements of advertising strategy?
Creating advertising message and media planning
What is evaluated in the last stage of the advertising process?
Advertising campaign and its effectiveness
What comes after setting advertising objectives in the advertising process?
Setting advertising budget
Why did companies often theme media planning as secondary in the past?
Because creative departments created good advertisements first
What is the role of advertising in the total marketing program?
To accomplish a specific communication task
What is the purpose of setting advertising objectives?
To define the job that advertising must do
What is the primary goal of identifying a target market in advertising?
To determine the most effective advertising strategy
What type of advertisement involves paying for a podcast host to mention a product?
Product Placement
What is the main purpose of email marketing?
To focus on existing customers
What is the first step in developing an advertising program?
Setting advertising objectives
What type of advertisement involves paying to sponsor a sports team or a charity benefit?
Event Marketing
What is the benefit of treating customers as insiders with VIP knowledge in email marketing?
It works well for customer loyalty promotion
What is the primary goal of creating a short video ad in advertising?
To engage with customers on a digital level
What is the purpose of setting advertising objectives in marketing management?
To guide the development of an advertising program
What is the primary focus of paid social media ads?
Reaching a target audience based on engagement
What is the advantage of combining local, statewide, and national print media advertisements?
It creates a more effective marketing campaign strategy
What is the primary benefit of digital billboards in outdoor advertising?
They make a bigger and more effective statement
What is the advantage of verbal promotion in radio and podcast advertising?
It can be repeated often as part of radio or podcast shows
What is the primary objective of direct mail advertising?
To offer a healthy return on investment for small businesses
What is the key factor in determining the cost of paid social media ads?
The number of people who engage with the ad
What is the primary benefit of sponsoring a podcast or radio show?
It provides a more targeted audience reach
What is the primary goal of outdoor advertising?
To make an effective statement and reach a large audience
Study Notes
Setting Advertising Objectives
- Advertising objectives are based on past decisions about target market, positioning, and marketing mix
- Objectives define the job that advertising must do in the total marketing program
Setting Advertising Budget
- Advertising budget depends on the product's stage in the life cycle
- Market share also impacts the amount of advertising needed
Developing Advertising Strategy
- Advertising strategy consists of two major elements:
- Creating an advertising message
- Selecting advertising media
- In the past, companies often themed media planning as secondary to message creation
Evaluating Advertising Campaign
- Evaluating the message of advertising
- Assessing how much people get attention from the message
- Evaluating market covering capacity, style, tone, words, and format, etc.
Types of Advertising
Video Ads
- Engages with target customers on a digital level
- Created by experts or in-house teams
- Posted on social media or paid to run on websites like YouTube, blogs
Product Placement
- Pays for a podcast host to mention using a product or paying a television show to feature a character using a service
- Can also talk to popular YouTube channel hosts about this type of advertisement
Event Marketing
- Pays to sponsor a sports team or a charity benefit
- Falls under event marketing
- A large cross-section of people hear the brand name and associate it with the event
Email Marketing
- Focuses on existing customers
- Involves signing up for promotional sales or newsletters focused on the brand
- Works very well when treating customers as insiders with VIP knowledge
Advertising Decision Process
- Four important decisions to make when developing an advertising program:
- Setting advertising objectives
- Setting advertising budget
- Developing advertising strategy
- Evaluating advertising campaign
Other Types of Advertising
Social Media Ads
- Offer relatively inexpensive advertising
- Paid social media ads focus on reaching the target audience with adjustable cost based on engagement
Newspapers and Magazines
- Traditional yet effective type of advertisement
- Combining local, statewide, and national print media is a great marketing campaign strategy
Outdoor Advertising
- Billboards have gone digital, making a huge impact
- Transit ads feature products or services on buses, taxis, bike messenger services, etc.
Radio and Podcasts
- Verbal promotion can be repeated often as part of radio or podcast shows
- Can have traditional type of ad recorded to be played or sponsored
Test your knowledge on setting advertising objectives, developing advertising strategies, and evaluating advertising campaigns. Learn how to define the role of advertising in the total marketing program.
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