Marketing Communications

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Marketing Communications

116

Organizination And Management Of Advertising

Agencies And Advertising Departments

7. ELECTRONIC MEDIA PRODUCTION: The agency may compose script, select artiste or
   actors, cast and direct, rehearse and produce the commercial, as well as contract this aspect
   to outside specialist producers.


8. MERCHANDISING: The agency assists its client to create sale promotion materials that
   exploits the campaign theme.


9. PUBLIC RELATIONS: Some agencies offer public relations services. (Kleppner, 1979;
   Stanton,1978 and 1981)

MEDIA MIX PLANNING

Many media are available to a marketer for implementing a company’s marketing strategy, thus a good
media plan should precede selection and exposure of the advertisement messages. The following factors
should be considered when developing a media mix plan.

1. ESTABLISH MARKETING GOALS: determine the company’s marketing goals. It can be
   expressed in monetary value of sales, number of units sold, share of market.


2. DETERMINE THE COPY’S NATURE: determine the nature of the copy as the type of message
   the advertising is to deliver may immediately suggest certain media and prelude others.


3. CONSIDER THE PROMOTION BUDGET: consider the campaign budget, the size of the
   budget, has a significant influence on media decision.

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