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Role of Advertising in Promotion Mix

Advertising plays an important role in a company's promotion mix by lowering costs, helping fight competition, and complementing other promotional activities. The process of advertising involves identifying the target audience, determining objectives, designing the message, selecting channels, deciding the budget, and measuring results.

Uploaded by

Avayant Kumar Singh
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© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
6 views18 pages

Role of Advertising in Promotion Mix

Advertising plays an important role in a company's promotion mix by lowering costs, helping fight competition, and complementing other promotional activities. The process of advertising involves identifying the target audience, determining objectives, designing the message, selecting channels, deciding the budget, and measuring results.

Uploaded by

Avayant Kumar Singh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.

Thought of the Day

"Life consists not in holding good


cards but in playing those you
hold well."
Role of advertisement in
Promotion Mix
Lowers Cost
Fighting competition
Helps in recession
Main tool for positioning
Complements sales promotion &
Public Relations
Builds Brand Equity
Reduces post purchase dissonance
Helps sales force and middlemen
Process of Advertising
Identifying the
target audience

Determining the
advertising objectives

Designing the
message

Selecting the
channels

Deciding the budget

Measuring the
results
Identifying the target audience
• Current and potential buyers
• Deciders
• Influencers
Determining the
advertising objectives
• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purchase
Designing the message
• Message Content
• Message structure
• Message format
• Source
Selecting the channels
• MCH
• Budget
• Message
Deciding the budget
• All you can afford
• Percentage of sales
• Competitive parity
• Objective and task
Measuring the results
• Effects of ad.

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