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Sales and Promotions Management                                  Gopika Juneja, Lovely Professional University




                    Notes                   Unit 7: Advertising Strategy: Fundamentals


                                     CONTENTS
                                     Objectives
                                     Introduction

                                     7.1  Fundamentals of an Advertising Campaign
                                          7.1.1  Situation Analysis
                                          7.1.2  Target Audience

                                          7.1.3  Advertising Objectives
                                          7.1.4  Product Positioning
                                          7.1.5  The Communications Media
                                          7.1.6  The Advertising Message
                                          7.1.7  Budget Allocation

                                          7.1.8  Advertising Strategy Implementation
                                     7.2  The Big Idea
                                     7.3  Summary

                                     7.4  Keywords
                                     7.5  Self Assessment
                                     7.6  Review Questions
                                     7.7  Further Readings

                                   Objectives

                                   After studying this unit, you will be able to:

                                       Discuss the fundamentals of an advertising campaign
                                       Realise the role of a big idea

                                   Introduction

                                   The history of advertising goes back to nearly 3000 BC. Communication has been a part of the
                                   selling process ever since the exchange of goods started between people. The basic reason for
                                   using advertising was the same as it is now. Modern advertising is largely a product of the
                                   twentieth century. The contribution of modern technology and research has led to high degree
                                   of sophistication in advertising. This unit will deal with the basics of advertising. Advertising
                                   strategy will include the determination of the advertising objectives that helps in understanding
                                   and evaluating the campaign in a better way, situational analysis that helps in knowing the
                                   current market conditions pertaining to advertisements, defining the target audience that helps
                                   channel all the efforts in the right direction and allocation of budget.  This unit also includes
                                   insights into the big idea and the creative execution by the advertisers.







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