Promomotion strategy: Advertising

The Effective Use of Advertising


Kotler and Armstrong (1993, 406) defined advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. For the purpose of advertising to be effectively achieved, the firm’s marketing management team should consider five crucial decisions when developing the advertising program. The five decisions as created by Kotler & Armstrong (1993, 409) are listed below:

  1. Objective setting- this should contain the communication objectives as well as sales objectives
  2. Budget decisions- the company should only spend money that it can afford to achieve the sales goals
  3. Message decision- in this section, a firm would have to consider factors such as message generation, message evaluation/selection, and message execution.
  4. Media decision- under this category, the marketing team/ manager of the company do need to determine the reach of the media to be choses, how frequent the message or campaign be aired, which media vehicle to be adopted, and finally what is the best time to send the message to the targeted audience.
  5. Campaign evaluation- Lastly, the company should be able to assess impact the advertising has been able to have on sales and revenue.

When advertising a company’s services in a foreign market note should be taking as to the cultural and structural differences. While it is not impossible to see some companies transfer their marketing campaign or advertising verbatim to a foreign country, it seems more logical to adapt the company’s advertising to meeting the requirements of the overseas market. The reason being, cultures differ. And also, nations equally vary in terms of regulations relating to advertising practices. Therefore, it is indeed required that the company adapts its advertising program to account for the restrictions and regulations in a particular market or country. (Kotler & Armstrong 1993, 409).

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steve 4 years ago

i enjoy this. good write up

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