Managing the Advertising CampaignIn this part of our Principles of Marketing Tutorials we continue our discussion of advertising by taking a closer look at the decisions involved in creating an advertising campaign. Whether a marketer employs a professional advertising agency to handle its advertising campaign or chooses to undertake all advertising tasks on its own, a successful campaign requires a number of important decisions including:
For major consumer products companies that spend large sums to promote their products each of these decisions will be intensely evaluated.
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Managing the Ad CampaignMore ResourcesKnowThis: Marketing Basics Book396 pages - Only $25
Samples of Marketing TutorialsExternal Forces Facing Marketing For our discussion we will highlight seven important external forces:Demographics Economic Conditions Governmental Environment Influential Stakeholders Cultural and Societal Change Innovation CompetitorsEach external force is described in detail though these are not presented in order of importance. In fact, the importance of each force may |
On the other hand, smaller companies with limited budgets may be forced to focus what little money they have on only one key decision, such as selecting media, and give less attention to other areas. In either case, knowledge of all advertising campaign decisions is important and should be well understood by all marketers.

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