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Myrtis Myles
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The Advertising vs. Marketing Process

Published on 12/26/2014
For additional information  Click Here


Advertising Plan

To advertise a product, businesses start by identifying their target audiences.  A copy platform, media venues and a concrete plan for reaching the target audience.  Advertisers then conduct a post-analysis of the effectiveness of the advertising campaign. Much of the marketing process actually comes before the advertising process. They then create a media plan for enlightening their potential customers about their product or service. A good marketing plan includes:

·       An analysis of the place of the product in the marketplace, from the perspective of       market share as well as consumers.

·       Identifying the target audience at primary and secondary tiers.

·       An assessment and comparison of media outlets, including print, broadcast, web, social media, with respect to their reach and cost effectiveness.

·       A media plan that outlines the media mix, budget and strategy.

·       Copy detailing the specific attributes to be touched in any advertisement.

·       Doing the groundwork: making copy, layouts, storyboards, scripts, slogans etc.

·       Testing for credibility and effectiveness of the final advertisement.

·       Analyses and comparison to measure the impact of the advertising campaign in terms of sales, brand recall, increase in market share etc. before and after advertising.

Marketing Plan

The marketing process starts with the three things:  an analysis of the market size and potential, analysis of the distribution channels through which the consumer receives the product or service, and analysis of competitive products and services.  Based on the data collected, advertisers develop pricing strategies including sales commissions, incentives and volume discounts. At that time they make detailed advertising plans that include sales tracking, market share analysis and advertising effectiveness measurements.  Included in marketing is the budget, which determines the percentage of the cost of the product or service. A good marketing campaign entails:

·       An analysis of market size and potential; assessing various market segments to identify potential target audience.

·       Assessment of the pros and cons of the distribution channels (print, web, broadcast, social media, cold calls etc.).

·       An analysis of competing products and services; their popularity, strength, weakness, pricing and promotional strategies, and comparison of your product against these.

·      Developing pricing and promotional strategies, detailed plans for sales tracking and market share analysis, and advertising.


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