Marketing Communications

Chapter 6 : Advertising Objectives and Planning

Advertising Plan

Establishing Advertising Objectives
Selecting the Advertising Message
Setting the Advertising Budget
Developing the Media Strategy
Evaluating Advertising Effectiveness

The Briefing Process
The Advertising Production Process

Chapter Summary

To summarize, this deals with advertising objectives and planning. We discussed the characteristics of advertising objectives and some specific advertising objectives. The advertising objective should be tangible, measurable, time bound and have a defined target audience.

The main objectives of advertising are to inform people about a company’s product, persuade them to buy it, remind them about the product from time to time, relate the product to needs and to modify attitudes towards the product.

An advertisement campaign consists mainly of five stages, namely. Setting advertising objectives, setting the advertising budget, determining the advertising message, selecting the advertising media and evaluating the results of the advertising campaign. Companies usually outsource the task of creating an advertisement to a third party advertising agency.

It is therefore crucial for companies to follow a proper briefing process. This process should talk about operational aspects like project management, practicalities and approvals. The brief should also contain the present situation of the company, the desired situation, the plan of action, target groups and parameters for measurements. All these elements working together will ensure a successful advertising campaign.

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