Advertising occupies a special place in the marketing communications system. It is the most effective tool that allows an enterprise to regulate customer behavior. Advertising is necessary to draw attention to services and products, it creates a positive image of the organization.
Instructions
Step 1
The purpose of advertising is to support the marketing-exchange cycle in the enterprise. Such activity is subdivided into several directions. First, the job of marketers must be to identify and measure the needs of consumers. Advertising as a marketing tool allows you to focus on needs, which helps to increase sales.
Step 2
Second, marketers must process the information and report back to management structures. This will allow making a decision on the development of new products / services and on the improvement of existing ones.
Step 3
Third, marketers must develop and implement a system that will inform future consumers about the properties of products.
Step 4
Advertising plays an important role in the above process. In market conditions, the task of advertising is to inform and convince buyers of the need to purchase products.
Step 5
Advertising participates in the exchange process. Its effectiveness depends on how high-quality product the company produces. It is not uncommon for companies to spend millions on advertising but fail in the marketplace because their product does not meet the declared quality. Only if the product meets the needs of the consumers can the success of the enterprise be expected.
Step 6
The marketer must design a promotional message that targets a specific group of individuals. The audience is determined by conducting marketing research.
Step 7
The marketer must draw up a clear plan, which will spell out the goals of advertising, the circle of people for which it is designed and the means of communication that are planned to be used to achieve the stated goals will be indicated. The specialist needs to take into account budgetary constraints and adhere to the principle: maximum efficiency with minimum cost.
Step 8
The marketer has various tools to convey advertising messages. These are: time in the media, personal sales, various events and promotions, word-of-mouth advertising and sales promotion. Advertising in the media must fully comply with advertising goals, use a minimum of human and financial resources. Personal selling allows you to familiarize consumers with a product in detail.
Step 9
Publicity and events are often not even costly because the media includes mentions of such events in their news reports.
Step 10
Sales promotion is used as part of general promotional activities. The goal of incentives is to increase sales and capture additional market share. With regard to word of mouth advertising, it is difficult to control contacts between people. The only thing a company can do is sell a high-quality product at an adequate price and attract a customer with first-class service.
