Kashmiri Apple Industry
How to set ADVERTISING objectives
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 cannot 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.
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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 tagline “Marketing sells, advertising tells!” in order to set them correctly.
Marketing sells, Advertising tells!
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 cannot 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.
1/3
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 tagline “Marketing sells, advertising tells!” in order to set them correctly.
Marketing sells, Advertising tells!