Question
Write brief notes outlining the strategic role advertising plays within an organisation's overall promotional activities.
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It is a paid form of communication that promotes products, services, or ideas to a target audience through various media channels. Show more…
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Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. Most companies use advertising agencies to produce their advertising for them. They give the agency a statement of the objectives of the advertising campaign, known as a brief, an overall advertising strategy concerning the message to be communicated to the target customers, and a budget. The agency creates advertisements (often abbreviated to adverts or ads) and develops a media plan specifying which media - newspapers, magazines, the Internet, radio, television, cinema posters, mail, etc. - will be used and in which proportions. It is always difficult to know how much to spend on advertising. Increased ad spending can increase sales, but many companies just spend a fixed percentage of current sales revenue, or simply spend as much as their competitors (the comparative -parity method). On the other hand, lots of creative and expensive advertising campaigns, including television commercials that lots of people see and remember, and which win prizes awarded by the advertising industry for the best ads, don't lead to increased sales.
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