Question

when developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and multiple choice pretesting the advertising. designing the advertising. identifying the target audience. scheduling the advertising program. evaluating a campaign.

Answer 1

Specifying advertising objectives is vital to the development of an advertising program as it informs media selection, design of the advertisement, understanding of the target audience, scheduling, and campaign evaluation.

Step-by-step explanation:

When developing an advertising program, specifying advertising objectives is crucial as it informs several other components of the campaign. Defining clear objectives helps in selecting media, which involves understanding different platforms, from traditional ones like newspapers and television to new media. Advertisers can tailor their strategies according to the evolution and current role of these diverse media. Moreover, objectives guide the designing of advertising content to ensure the message aligns with the predefined goals and is effectively communicated to the target audience.

Understanding the target audience is necessary for crafting a resonant message. Tools such as polls and focus groups can be employed to recognize issues that resonate with potential supporters. Advertising messages, condensed into 30-second sound bites for media consumption, should be simple and easy for the audience to understand.

Finally, objectives influence the scheduling of the advertising program and the evaluation of a campaign's success. The strategic placing of advertisements in media schedules is informed by the goals set at the beginning, ensuring optimal reach and impact. The objectives also provide a framework for measuring the campaign's outcomes against its intended goals.

Answer 2

Specifying advertising objectives is essential in the development of an effective advertising program, as it guides the selection of media, crafting of targeted messages, and campaign evaluation. Understanding the target audience and acknowledging changes in media consumption are critical for message targeting and advertising revenue.

Step-by-step explanation:

When developing the advertising program, specifying advertising objectives is crucial because it influences various aspects of the campaign. Objectives define the goals and intentions of the advertisement, which in turn dictates the choice of media, the style, and content of the advertisement, as well as how it is evaluated post-campaign.

Defining target audience is a key step as it helps in refining the messaging and selecting appropriate media channels that resonate with the demographic. Critical insights can be gleaned from tools such as polls and focus groups, which help in crafting a message targeting strategy that connects with the potential supporters' most salient issues.

While selecting media, it's essential to pay attention to the evolution of media consumption. The drop in traditional advertising revenue indicates the need for innovative strategies due to the influence of new technology allowing consumers to skip or avoid ads. Advertisers need to be creative with campaigns and might rely on different media formats like television shows or new media to effectively reach and engage their audience.

Finally, once the campaign is live, evaluating its success helps in understanding its impact and effectiveness. This is achieved by determining if the advertising met its predetermined objectives and by assessing the overall return on investment (ROI).