COMPANIES MUST DO MORE than simply create customer value. They must also engage target customers and clearly and persuasively communicate that value to them with two marketing communications tools: advertising and public relations.
A specific communication task to be accomplished with a specific target audience during a specific period of time.
A brand’s advertising budget often depends on its stage in the product life cycle.
- For a new products typically need relatively large advertising budgets to build awareness and to gain consumer trial.
- In contrast, mature brands usually require lower budgets as a ratio to sales.
- Also, brands in a market with many competitors and high advertising clutter must be advertised more heavily to be noticed above the noise in the marketplace.
- Undifferentiated brands—those that closely resemble other brands in their product class (soft drinks, laundry detergents)—may require heavy advertising to set them apart. When the product differs greatly from those of competitors, advertising can be used to point out the differences to consumers.
Creating the Advertising Message and Brand Content
No matter how big the budget, advertising can succeed only if it engages consumers and communicates well. Good advertising messages and content are especially important in today’s costly and cluttered advertising environment.
Selecting Advertising Media
The major steps in advertising media selection are:
(1) determining reach, frequency, impact, and engagement;
(2) choosing among major media types;
(3) selecting specific media vehicles; and
(4) choosing media timing.