Some companies are reserved when it comes to Investing In advertising mostly because of their expectations and Incorrectly set objectives. They seek through advertising solutions at problems that can only be solved by adjusting the marketing plan or sometimes the entire strategy of the company. Besides Advertising, the marketing mix is made by other 3 components Price, Product and Placement.
When these elements are not aligned with the specific of the target market, advertising Anton help and an investment In communication activities wouldn’t be Justified. According to the marketing plan, the manager decides what problems of the company must advertising solve, what opportunities and strengths can be emphasized, what weaknesses and threats can be addressed. Situation analysis of the company Company’s needs Marketing objectives Advertising objectives unfortunately advertising objectives are most of the time vague Like To increase profit and sales, the product to make a good Impression on the market”.
When objectives are set like this, neither advertising agencies nor managers can estimate how much can it cost, what should they do or how to measure results. Advertising objectives should be realistic, based on a prior analysis of the company’s situation, specific and measurable. Advertising objectives should be realistic, specific and measurable. 113 The highest expectation from an advertising program is the increase of sales and profit. But it is not realistic to put the entire responsibility of increasing sales on the shoulders of advertising.
Sales objectives are marketing objectives and not advertising ones. Before creating an advertising campaign to determine consumers to buy, they have to be Informed and convinced by the benefits of the product. Before setting advertising objectives we should remember the tagging “Marketing sells, advertising tells! ” in order to set them correctly. Marketing sells, Advertising tells! The advertising pyramid Action Desire Conviction Comprehension Awareness The advertising pyramid is an easy instrument that describes the progressive effect of advertising over the audience.
This can be used to set objectives for a single campaign on multiple levels or in time for setting objectives for the entire advertising program. Level 1: Getting awareness If the product or service of the company is new, or after a prior analysis a lack of visibility in the market is determined, it is recommended to set an objective to increase awareness. This means that, the overall goal of the advertising activities should be focused to make a large number of persons from the audience to hear about the products/services of the company.
Level 2: Comprehension At this point, much information should be sent to the target market in order for them to get familiar with the product, to understand its purpose, to recognize its image, position and characteristics. Level 3: Conviction The information should be well sent to the target market, so it can believe in the value of the product. This way the product wins a place in the mind of the consumer and on the options buying list. Level 4: Desire A part of the people convinced by the value of the product and about the fact that it its their needs will end up wanting the product.
Level 5: Action After the other steps have been reached, those consumers that identify themselves with the product and need it will eventually buy it. The pyramid works on 3 dimensions: money, time and people. The results need time, especially if the product is one with seasonal demand or an expensive one. With time, if a company is constant with its advertising program, the number of people that know the product increases. The more people understand the product, believe in it and want it, the more will act and buy it.
