The first concept deals with developing a strategy to provide focus and direction for the advertisement. Success of this first step results in effective advertising. Effective advertising leads to either a purchase of the product/service or recognition so when a need for the product arises the consumer recalls the advertisement.
Secondly, the marketer must decide on the most profitable consumer group, also called the target audience. Businesses often incorporate market segmentation into their decisions concerning target audience. Segmentation divides the market into groups of people who have similar characteristic in certain key product related areas. F...
... middle of paper ...
...es to Cheetos you know what you’re getting, not much variation involved. However, an iPod offers multiple opportunities for customization and upgrades that the consumer must carefully consider relative to the price they are willing to pay. In this sense, buying Cheetos requires far less consumer purchase involvement then the purchase of a new iPod. All of these factors contribute to the overall satisfaction associated with a product. The results of conducted primary research help marketers decipher elements of their advertising strategy that need tweaking.
Essentially, the advertising process continues throughout the life cycle of a product or service. This process must adapt to changes and adjustments that occur within a given market.
I hope this has contributed to everyone’s understanding of advertising and the important role it plays in our everyday lives.
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