Page 259 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes 4. The objective-and-task method involves developing the promotion budget by:
(a) Defining specific promotion objectives.
(b) Determining the tasks that must be performed to achieve these objectives.
(c) Estimating the costs of performing these tasks.

(d) The sum of the above costs is the proposed promotion budget.
The objective and task method forces management to spell out its assumptions about the
relationships between money spent and promotion results. It is a difficult method, but
does produce good results if done correctly.

11.1.3 Developing Advertising Strategy

Advertising Strategy consists of two elements and companies are realising the benefits of
planning these two elements jointly, as depicted symbolically below:
Figure 11.4: Synchronizing the Two Elements of Advertising Strategy

Selecting the

Advertising Media

Creating
the

Advertising
Messages

Creating the Advertising Messages

The first step in creating effective advertising messages is to decide what general message will
be communicated to consumers (plan a message strategy).

1. This begins with developing a message that focuses on benefits.
2. Second, develop a creative concept (the big idea). This concept may emerge as a
visualization, a phrase, or a combination of the two.

3. The creative concept guides the choice of specific advertising appeals to be used in an
advertising campaign. The appeals should be:
(a) Meaningful

(b) Believable
(c) Distinctive

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