Managing the Advertising Campaign Tutorial

managing the advertising campaign

In 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:

  1. Setting the Advertising Objective
  2. Setting the Advertising Budget
  3. Selecting Media for Message Delivery
  4. Creating an Advertising Message
  5. Evaluating Advertising Campaign Results

For major consumer products companies that spend large sums to promote their products, each of these decisions will be intensely evaluated. 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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Managing Advertising Decisions

Delivering an effective marketing message through advertising requires many different decisions as the marketer develops its advertising campaign. For small campaigns involving little creative effort, one or a few people may handle the bulk of the work. In fact, the internet has made do-it-yourself advertising an easy to manage process and has especially empowered small businesses to manage their advertising decisions. Not only can small firms handle the creation and placement of image advertisements appearing on the internet and mobile apps, new services have even made it possible for a single person to create video advertisements.

For larger campaigns the skills needed to make sound advertising decisions can be quite varied and may not be easily handled by a single person. While larger companies manage some advertising activities within the company, they are more likely to rely on the assistance of advertising professionals, such as those found at advertising agencies, to help bring their advertising campaign to market.