ADVERTISING STRATEGY

Advertising may serve several purposes as follows:

1. Brand Advertising. Aims to stimulate demand for a particular brand.
2. Institutional Advertising aims to develop goodwill for a company or industry.
3. Classified Advertising aims to inform prospects regarding opportunities such as
buy and sell and employment.
4. Promotional Advertising aims to inform prospects about promotional activities
such as special sale.
5. Advocacy Advertising aims to convince audiences regarding particular cause

The following should be taken into consideration in adopting advertising plan:

a. Market refers to the target customers, the people who are to be reached by
the advertisement.
b. Motives reasons that prompt the customers to buy the product.
c. Message refers to what the product is all about.
d. Media refers to the modes and approaches to be used to reach the
customers.

Advertising Objectives:

1. To inform
2. To persuade
3. Reach inacceble to salesman
4. Enter new geographic market
5. Increase profitability of the firm
6. Effective communication
7. Increase sales
8. Increase profitability
9. Effective communication medium
10. To make the product or service known/popular
11. Leaves message to the consumers mind
12. To encourage the customers to buy the product
13. Reach customers
14. Different mediums to use
15. Fast promotional strategy
16. Gain market dominance
17. Get the message to the intended market