An advertisement is part of the marketing strategy for a product. There are several groups of people who have an interest, and therefore a role in formulating the way in which the advertisement is put together and presented. Each has different requirements of and responsibilities in the marketing.
-Creator of the advertisement-is presented with a message that must be conveyed to consumers, and is responsible for the language and content of the ad. It requires an understanding of the level of customer loyalty and brand association existing for the product, and of who the target audience is. This understanding is vital. Also, previous advertising campaigns for both this product and competitive products should be considered, to build on previous successes or to avoid prior failures.
- Manufacturer- needs to produce the product to a marketable degree, and provides the budgetary limitations and conceptual ideas for it to be marketed. The manufacturer has expectations of the value addition and associated benefits that the promotion should offer, and in which media it should be presented.
- Consumer- the promotion needs to address the customers' expectation of value, additional benefits, and for the satisfaction of needs. It is hoped the consumer is able to understand, absorb, and utilize the message that the ad tries to convey.
-Evaluator- after the advertising campaign has been presented to consumers, the evaluator assesses its effectiveness. Did it result in an increase in per capita consumption? Was there customer acceptance? Sales figures will show if consumers used their dollars to show their increased acceptance of the product, and greater brand acceptance.
Thus, if the requirements and responsibilities of all parties meet, then the message the ad was intending to communicate does so in the most effective manner.
-Creator of the advertisement-is presented with a message that must be conveyed to consumers, and is responsible for the language and content of the ad. It requires an understanding of the level of customer loyalty and brand association existing for the product, and of who the target audience is. This understanding is vital. Also, previous advertising campaigns for both this product and competitive products should be considered, to build on previous successes or to avoid prior failures.
- Manufacturer- needs to produce the product to a marketable degree, and provides the budgetary limitations and conceptual ideas for it to be marketed. The manufacturer has expectations of the value addition and associated benefits that the promotion should offer, and in which media it should be presented.
- Consumer- the promotion needs to address the customers' expectation of value, additional benefits, and for the satisfaction of needs. It is hoped the consumer is able to understand, absorb, and utilize the message that the ad tries to convey.
-Evaluator- after the advertising campaign has been presented to consumers, the evaluator assesses its effectiveness. Did it result in an increase in per capita consumption? Was there customer acceptance? Sales figures will show if consumers used their dollars to show their increased acceptance of the product, and greater brand acceptance.
Thus, if the requirements and responsibilities of all parties meet, then the message the ad was intending to communicate does so in the most effective manner.
