There are general objectives of advertising that covers goals like encouraging increased consumption of a product by current users, generating more sales leads, increasing brand…

Strategic planning is the process of determining objectives (what you want to accomplish), deciding on strategies (how to accomplish objectives), and implementing the tactics (which…

You must proceed from: a. The Product and its virtues. b. The Competition. c. The segment of the Market aimed at all of which should…

Step I: Define the audience. Issues like Social class, Income, Occupation, Values and ambitions, Attitudes to Product. A study to locate and define the audience…

Step II: Define the Stage of the Communication task. What is the Specific Communication task? Communication is a process of acting on the mind of…

Step III: Define Consumer Preference or Resistance. What do consumers like about Brand? What do they dislike? This is where you need research into consumer…

Step IV: Define the product promise or claim. 1. It must be meaningful and of value to consumer 2. It must be a distinctive –…

Step V: Define the Brand Image: What will be the brand’s ‘Personality?’ i.e. What character or association does it evoke? After you have answered the…