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Objectives Generally, the intent of marketing, and advertising in particular, is to establish a brand image and develop product awareness by providing valuable information for prospective customers.
In addition, persuasion is part of complementary marketing efforts to encourage action on the part of customers i. Your objectives should always be realistic and achievable while maximizing profitability. The decision-makers are supposed to be experts in the field and thus their decision may be appropriate.
The decisions and judgment are only as good and efficient as the people making it.
When using the percentage of sales method, the budget is determined based on a decided-upon percentage of total sales. Once a percentage of sales amount is chosen, calculating the budget is quite simple.
The budget calculated as a set percentage of sales may not be ideal for the objectives set; accordingly, choosing the percentage of sales may be difficult in the first place. The objective and task budget method revolves around deciding on how much should be spent to achieve established campaign objectives.
Basically, a value is set on what each objective is worth: It is highly customized and specific to the objectives meant to be achieved with a particular campaign. The value of an objective Developing an advertising campaign checkpoint be misjudged, or the value might quickly change—before the campaign is completed.
Accordingly, the optimal amount for the advertising budget would also change. One of the simplest methods for selecting the right budget for your campaigns is to meet the competition—that is, choose the same amount of money as your competitors: Higher budgets do not guarantee more favorable outcomes.
The success of each marketing campaign depends on many factors, including the quality of its content, personalization or tailoring for the target audience, and the media and channels selected. A campaign budget should always be realistic—in line with the objectives you set—if you are to avoid inconsistency between expectations and actual results.
Agencies Agencies have two main advantages: They are objective because They do not represent a single particular product. They are not influenced by the internal politics of your organization.
Thus, the people employed by agencies tend to be talented and innovative people who can provide clients with creative input along with specialized experience and knowledge in the industry.
Consider the following criteria when selecting an advertising agency: Do not choose an ancy that is representing your biggest or better yet, any competitor. The agency you selects should not merely provide the services you want but it should also possess relevant experience in that area. The more people an agency has, the more creativity and diversity you can expect.
Monitoring and Assessment Monitoring your program Whether you hired an agency to develop a campaign or you launched your program yourself, a vital step of advertising management is to oversee and monitor the advertising program. Monitor the progress and efficiency continuously.
Assign a team of detail-oriented people and create a plan on the frequency of monitoring the program as well as the measures to be monitored. The more detailed your goals are, the easier it is to measure the progress of achieving your objectives. For example, if the objective of a one-month long Facebook advertising campaign is to gain 10, likes and you have only 1, likes on Day 20 of the campaign, achieving your goal is unlikely unless the campaign is changed for the remaining 10 days.
Change and Improve If the campaign is not producing the expected results, reassess the campaign and implement changes to improve its effectiveness. If you make a change and the campaign still does not progress toward meeting the expected results, keep adjusting it.
If you are working with an agency, it should offer you continual support in monitoring the effectiveness of your campaign. Where in the process are you and what do you expect to gain from your campaign?
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Jul 20, · The process of developing and overseeing a campaign for a company's advertising or marketing program can be broken down into these five steps that a marketing manager must oversee or personally complete: determine objectives; establish a budget; evaluate and select an agency (if you decide to go.
Advertising Campaign by Tom Egelhoff. In case you missed it the single key word in the above title is "successful." It's no problem to develop .