Developing an Advertising Program Essay

In developing an advertisement program, marketing managers must always start by identifying the targetmarket and buyer motives. Then they can hit the five major(ip) decisions, kn give as ? the five Ms?. y MissionIt states the objectives of the advertising. It also includes the sales goals of thecompany. The different company has its own mission, and its own marketing plan. y MoneyIt gives an idea that how much money should be spent by the company for theadvertisement.Factors to be considered for this are stage of harvesting life cycle, market shareand consumer base, competition, advertisement frequency and growth substitutability. Organizations use several(prenominal) methods for determining advertising budgets includingaffordable method, percentage-of-sales, competitive-parity method, objective-and-task method y pith Message includes what pass should be spent in advertisement. It includesmessage generation, message rating and selection, message execution and socialresponsib ility review.MediaIt includes which media should be used for the advertisement.It also includes reach,frequency, and impact of the advertisement. It also contains major media types, mediavehicles, media timing and geographical media allocation. y Measurement it is nothing but evaluation of the results. It measures communicationimpact and sales impact by an advertisement. 1) Setting The ObjectivesThe advertising objectives must head for the hills from prior decisions on target market, brand positioning and themarketing program.Informative advertisingThe prime objective of the advertising is to inform the existing and potentialcustomers about the product. smooth-tongued advertisingIt aims to create liking preference, conviction and purchase of a product orservice. Persuasion will create demand of the product. Reminder advertisingIt aims to pretend repeat purchase of products and services. This will remind thecustomers that the product may be needed in the near future. Reinforcement advertisingIt aims to convince sure purchases that they made the right choice.