Jahan University
Faculty Management Science
Department of
Subject: Marketing Management
Lecture# 12
Lecturer: Juma khan Sultani
1
Objective
After compellation of this lecture students will be able to know:
1.
Sorting out the budget for advertising and in order to improve the strategy for advertising
2
Outline
Setting the Advertising Budget
Developing Advertising Strategies
3
Setting the Advertising Budget
Advertising budget.
A brand’s advertising budget often depends on its stage in the product life
cycle.
Developing Advertising Strategy
Creating advertising messages, and selecting advertising media.
10/7/2020
3
4
Selecting Advertising Media
The major steps in advertising media selection are
(1) Deciding on reach, frequency, and impact,
(2) Choosing among major media types,
(3) Selecting specific media vehicles, and
(4) Deciding on media timing.
10/7/2020
3
5
Evaluating Advertising Effectiveness and Return on Advertising Investment
Advertisers should regularly evaluate two types of advertising results:
The communication effects and the sales and profit effects.
Measuring the communication effects of an ad tells whether the ads and
media are communicating the ad message well .
10/7/2020
3
6
Conclusion
As advertising is an essential factors for product recognition through market adds may be
having an effective role trough audience or potential market therefore the certain strategy need
to be designed rather than competitor and also with forecast budget. The media has its own roll
therefore need to be focused comprehensively from any angle .
7
References
1.Reference 1By Kotler 13th edition
2.Reference 2 Handbook of marketing management ,
8