Marketing Communications

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Marketing Communications

119

Organizination And Management Of Advertising Agencies And Advertising Departments

Target consumers based on their segments such as sex, age, occupation and others.

Target images including corporate and brand image as target to other consumer’s self-images.

Marketing objectives and goals such as positioning, market share, sales history – by value
and volume – other identified limiting factors.

Competitors, their identity, product analysis, marketing and promotion strategy, production
capacity and other known details.

Advertiser’s promotion objectives, that is, what the message must achieve.

Timing, such as the timing and phasing for the advertisement.

Planned budget for the campaign.

Responsibility allocation, to determine the roles of each participant in the campaign from
the advertiser and the agency.

THE ADVERTISING BUDGET The advertising budget depends generally on these factors:

The set sales and promotional objectives of the company in terms of efforts.

The financial and volume objectives set for sales.

The type of media through which the firm intends to promote its products.

The level, depth and length of time over which the advertising campaign are meant to last.

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