It is difficult to make an all – embracing generalization about distinctive qualities of advertising mainly because of its many forms and uses.
Introduction of Developing Advertising Programme
It is difficult to make an all –
embracing generalization about distinctive qualities of advertising mainly
because of its many forms and uses. Various companies do their advertising in
different ways. In a small company advertising is handled by someone in the sales
or marketing department who coordinates with an advertising agency.
On the other side, large
companies setup their own advertising departments, where Marketing Manager
reports to the Vice –President, Marketing.
The advertising department’s job
is to develop the total budget, help and develop advertising strategy and
approach an advertising agency for advertising and designing a campaign. Most
of the companies use an outside agency to help them design an advertising
campaign and to select the media and decide about the timings and booking
In developing an advertising
programme, marketing managers must always start by identifying their target
market and the buyers involved. Thereafter, they have to make five major
decisions in the programme development process known as the five
Ms which are explained in the
Tags : MARKETING MANAGEMENT - PROMOTION DECISION
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