Promotional strategy - Advertising

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Unit 7: Marketing Promotional Strategy



According to the American Marketing Association, advertising is, ‘any paid form of non-personal presentation and promotion of ideas, goods or services by an identifiable sponsor’.

Advertising can be a costly promotional tool but, many businesses continue to use it. I have listed the following reasons why a business needs to advertise:

  • To create awareness, customer interest or desire
  • To boost sales
  • To build brand loyalty
  • To launch a new product
  • To change customer attitudes
  • To build the company or brand image
  • To remind and reassure customers
  • To offset competitor advertising
  • To support the sales force

Advertising consist of two main features: the message and the medium. The message is what you want your communication to say. The medium is how you get your message across to people, e.g. through television or radio.

There are three special kinds of advertising: informative advertising, persuasive advertising, and reinforcement advertising. Informative advertising involves raising consumer awareness of the features and benefits of a product. This type of advertising is often used in the beginning of the product life-cycle, or after modification. An example of an informative advertising is, 'The Shopping Centre is closed on 25th December’. Persuasive advertising involves creating a desire for the product and stimulating purchase. This type of advertising is used to establish more mature products. An example of a persuasive advertising is, ‘Come to the Shopping Centre where you will find bargains galore’. Reinforcement advertising involves reminding consumers about the product. This type of advertising is used to reinforce the knowledge held by consumer about the benefits, to be gained for purchase. An example of reinforcement advertising is car adverts which focus on the company logo, image and positioning, rather than specific models.

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To start an advertising campaign, the business must produce an advertising plan. An advertising plan involves allocating a budget to a range of activities designed to meet advertising objectives. There are five main steps in a well-managed advertising campaign:

  1. Setting advertising objectives
  2. Set the advertising budget
  3. Determine the key advertising messages
  4. Decide which advertising media to use
  5. Evaluate the result of the advertising campaign

Setting advertising objectives

An advertising objective is a specific communication, which is used to achieve a specific target audience during a particular period of time. These objectives ...

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