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MARKETING MANAGEMENT - PROMOTION DECISION

Introduction of Developing Advertising Programme

   Posted On :  19.06.2018 06:11 am

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 space.
 
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 following chart:
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