Keys and strategies to Manage Advertising Programe

Advertising is a paid form of non personal presentation and promotion ideas for goods and services by identified sponsors. Advertisement can be for various reasons some advertise  just to educate people where some do so to build a brand preference in the customers mind. Small companies marketing can be handled by the sales and marketing department where in large company they setup a different department for this purpose. most of the companies use an outside agency to help create advertising campaigns and other related aspects. Before going for advertising a marketing manager should always identify the target market and buyers motives which help them to make decisions related to advertising.

Following are keys which help in managing advertising programs:-

Set a Proper Objectives

An objective of advertising should be specific and communicative with spefic audiance and a specific period of time. A advertising objective must flow from prior decision on target market, band positioning, and the marketing program. A objective should emerge from a thorough market analysis and current market situations.

Objective for advertising can be classified on the basis of its aim, some advertising aims to inform, where some aims to remind about the particular product, where some aims to reinforce.

Informative Advertising: This aims to create awareness among the customer about the new product or new features and benefits of existing product.

Persuasive Advertising: This is done when customers are already aware about the product. It aims to create preference, conviction and purchase of the product.

Reminder Advertising: As the word itself reflect, reminder advertising is done specially to remind the customer about the existing product.

Reinforcement Advertising: This is done when the customers purchase the product and it aims to tell the customer that they had made the right choice.

Decide The Budget

It is very necessary to decide about the budget, a company should know how much to spend on advertising campaign. There are many important factors which should be considered before setting the budget for the advertising:-

Stage in product life cycle: It is very necessary to identify the the product stage in product life cycle. When a product is introduced for the first time in the market requires huge investment in advertising to create awareness of the product among the customers. Established brand usually are supported with lower advertising budget.

Market share: When a brand have a high market share it requires less amount to be spend on the advertising as compared to the brand which has a low market share in the market.

Competition: In market with the large number of competition the companies need to spend a high amount of advertising expense to be heard in the market.

Frequency of advertising: The number of repetition of advertising should be put across the brand message to consumer.

Develop the Advertising Campaign

While designing the advertisement campaign it is very important to convey the right message. The message should be strategic and able to convey a strong message about the brand. To set a strategic message an advertiser should follow some steps below:-

Message generation: The most important in advertising is generating a strong message. The company should not use the same appeal and position as others use. Every brand should generate their own unique message. Many automobile advertisements use a ads such as a car driving at a high speed on a curved road. It should be properly researched about the appeals of the brand which works for the customers.

Creative development and execution: As delivering of proper message is important, the way it is delivered is also very important. The different media by which the message is delivered has its own specific advantages and disadvantages. Most popular media which is used for advertising are television media, print media and electronic media. A marketing manager should properly identify the advantages and disadvantages of different advertisement media.

Social responsibility: While creating a advertisement campaign, it is important to generate a advertisement which attract the more number of customers at the same time it is also important to make sure that the advertising does not overstep social and legal norms.