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What is the role of advertising in business
Importance of advertising in marketing communication
Importance of advertising in marketing communication
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The Strategy of Advertisement An advertising strategy is a campaign developed to communicate ideas
about products and services to potential consumers in the hopes of
convincing them to buy those products and services. This strategy,
when built in a rational and intelligent manner, will reflect other
business considerations (overall budget, brand recognition efforts)
and objectives (public image enhancement, market share growth) as
well. As Portable MBA in Marketing authors Alexander Hiam and Charles
D. Schewe stated, a business's advertising strategy "determines the
character of the company's public face." Even though a small business
has limited capital and is unable to devote as much money to
advertising as a large corporation, it can still develop a highly
effective advertising campaign. The key is creative and flexible
planning, based on an indepth knowledge of the target consumer and the
avenues that can be utilized to reach that consumer.
Today, most advertising strategies focus on achieving three general
goals, as the Small Business Administration indicated in Advertising
Your Business: 1) promote awareness of a business and its product or
services; 2) stimulate sales directly and "attract competitors'
customers"; and 3) establish or modify a business' image. In other
words, advertising seeks to inform, persuade, and remind the consumer.
With these aims in mind, most businesses follow a general process
which ties advertising into the other promotional efforts and overall
marketing objectives of the business.
STAGES OF ADVERTISING STRATEGY
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As a business begins, one of the major goals of advertising must be to