The Advertising Procedure utilizes your company’s advertising resources to reach the target market in the most cost effective manner. The advertising procedure provides a framework for setting and achieving advertising objectives and enables advertising measurement so that your company knows what works and what doesn’t.
The Advertising Procedure applies primarily to the marketing manager and company president. (16 pages, 2682 words)
The Marketing Manager is responsible for developing the Advertising Plan, ensuring buy-in in key areas of the company, ensuring the Plan’s implementation, and monitoring and reporting on the Plan’s progress.
Department Managers are responsible for reviewing the Advertising Plan and giving the Marketing Manager feedback on the Plan.
The CEO (Chief Executive Officer) is responsible for approving the Advertising Plan.
A/B testing – Simultaneously testing two alternatives, labeled “A” and “B,” prior to launch to see which gets the better response.
Advertising – Act of announcing publicly by printed notice, broadcast, word of mouth, or other means; calling public attention to a product/service, especially by emphasizing desirable qualities so as to arouse a desire to buy or patronize; promoting.
Advertising plan – A description of the objectives to be achieved by an advertising program, the target market to be addressed, the message to be conveyed, the advertising approach and strategy, the timeframe, the budget, the means of evaluation, and possibly other factors.
Advertising research – Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign or it may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.
Campaign – several related operations aimed at achieving a particular goal, usually within geographical and temporal constraints; a coordinated program of advertising and promotion.
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