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Questions and Answers
What is the first step in the advertising process?
What determines the advertising budget for a brand?
What are the two major elements of advertising strategy?
What is evaluated in the last stage of the advertising process?
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What comes after setting advertising objectives in the advertising process?
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Why did companies often theme media planning as secondary in the past?
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What is the role of advertising in the total marketing program?
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What is the purpose of setting advertising objectives?
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What is the primary goal of identifying a target market in advertising?
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What type of advertisement involves paying for a podcast host to mention a product?
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What is the main purpose of email marketing?
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What is the first step in developing an advertising program?
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What type of advertisement involves paying to sponsor a sports team or a charity benefit?
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What is the benefit of treating customers as insiders with VIP knowledge in email marketing?
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What is the primary goal of creating a short video ad in advertising?
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What is the purpose of setting advertising objectives in marketing management?
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What is the primary focus of paid social media ads?
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What is the advantage of combining local, statewide, and national print media advertisements?
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What is the primary benefit of digital billboards in outdoor advertising?
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What is the advantage of verbal promotion in radio and podcast advertising?
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What is the primary objective of direct mail advertising?
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What is the key factor in determining the cost of paid social media ads?
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What is the primary benefit of sponsoring a podcast or radio show?
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What is the primary goal of outdoor advertising?
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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
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Description
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.