ADVERTISING CAMPAIGN
When a national advertiser plans an advertising campaign, he must keep in his mind the different requirements of the campaign which are as follows:- v Analyzing the market v Determining advertising objectives v Establishing the budgetary an control systems v Developing advertising strategy PLANNING AN ADVERTISING CAMPAIGN The first step in preparing an advertising campaign is to target the right market and select the media which offers access to that market. The next step is to create and place foundation advertising which announces to the greatest number of people that your product exists and what place it occupies in the market. Is it the biggest?, the best?, the least expensive? This becomes the product's positioning statement and your selling proposition. It is vital to your ultimate success to reach the greatest number of people in the shortest period of time during your foundation advertising. You will probably want to use full page ads and lots of color