Question

1. What key decisions need to be made BEFORE determining Advertising Objectives in order for it to be aligned with the company's goals?

2. What are some of the implications that should be considered for an effective Advertising Message Strategy?

Answer 1

Setting objectives are as important for a business plan as it is for a day-to-day operations. Advertising objectives helps to monitor organizational goals more effectively and also helps in ensuring that right amount of money is spent in advertising of product and services. Different decisions which should be made before determining advertising objectives are:

-Realistic expectations

Expectations should be realistic and should start with setting small objectives.

-Market understanding

Decision on developing a market understanding should be made at first. Market understanding helps in knowing the audience and where can they be found.

-Accomplishment plan

Planning what to accomplish first helps in deciding the number of customers you want to reach or the expected sale with the help of advertisement.

-Using budget

Using budget for decision helps in making smart investment.

-Testing objectives

Testing objectives is necessary in order to ensure the feasibility of set objectives. This can be done by running test campaign.

Implications to be considered for an effective advertising message strategy are:

-Emotional

Using of feeling to sell the product. This helps in emotionally connecting the targeted audience with the product.

-USP

USP or unique selling proposition highlights something very unique about the product which makes the product different from others in the market.

-Positioning

This helps in placing the product or brand as the best in comparison to the competition.

-Brand image

Helps in creating a psychological image in connection to the product/brand.

-Pre-emptive

This means being the first to tell about the product /service to the audience.