Determining the message that advertising is to communicate to the customer is an important part of developing a marketing strategy. A sound understanding of the various types of advertising and different forms of media is essential in selecting the appropriate methods for communicating the message. These decisions form a critical segment of the marketing plan. To assist you in relating the information in this chapter to the development of your marketing plan, consider the following issues:
● What class and type of advertising would be most appropriate for your product?
● Discuss the different methods for determining the advertising appropriation.
● Using Table 17.1 as a guide, evaluate the different types of media and determine which would be most effective in meeting your promotional objectives (from Chapter 16).
● What methods would you use to evaluate the effectiveness of your advertising campaign?
● Review Table 17.3 and discuss possible uses for publicity in your promotional plan.
