Chapter = 6 Advertising Process.

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Presentation transcript:

Chapter = 6 Advertising Process

Wells Burnett says “Advertising process refers to series of steps taken by advertiser to plan, design, execute and evaluate the advertising campaign.”

Steps involved in advertising process Study of target customers Study of marketing environment Defining advertising objectives Determining advertising budget Selecting advertising appeal Selecting advertising message Selecting media, media-mix, media vehicle Determining media scheduling Designing advertising copy Execution of advertisement Evaluation of advertising effectiveness

Advertising strategy Determining advertising objectives Determining ad budgets Deigning and developing ad copy Media planning and scheduling

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