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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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