ADM 2320 Lecture Notes - Lecture 20: Advertising Mail, Media Mix, Unique Selling Proposition

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ajax Persaud

Document Summary

The 7 steps in planning an imc or an ad campaign. Campaign success depends on how well the advertiser can identify its target audience. Information gathered sets tone of advertising and media selected. The advertising must be specific to the identified target audience and include the strategic object and tactics to be used. When setting objective, the overarching strategy used is one of push vs. pull. Pull is when you wait until orders come in to product the goods and services. Push is when you have the goods and services ready and try to sell it to consumers. When setting goals, companies need to decide how they are going to reach the audience. Setting the promotional budget is not easy, and advertising often is the largest single expenditure in the promotional budget. Firms must carefully weigh the benefits of advertising vs. other communications when deciding how much to allocate.