Advertising Plan Essay 3

Topics: Public relations, Advertising, Mass media Pages: 3 (943 words) Published: June 23, 2011
Advertising Plan
Advertising refers to the paid form of non-personal presentation of ideas, goods, or services by the identified sponsor. It includes use of media like print media and electronic media, magazines, direct mail, etc. The objective behind the use of advertisement is to create awareness among the customers about the services, to create new customers, develop new market, and improve competitive strength [ (Armstrong & Kotler, 2009) ]. Advertising plays an important role in creating awareness in the minds of the customers toward the products or services of an organization. Advertisement’s assists in promoting the products and services in the global market for increasing the market potential [ (Armstrong & Kotler, 2009) ]. The advertising plan for Starbucks Delivery service is Setting objectives:

The first step in developing an advertising plan is to set its objectives. The objectives decided by the company should be clear and specific. The objectives should be to inform, persuade, or remind the customer about the service. The advertisement should be such that keeps the customers thinking about Starbuck’s service and products. Setting the advertising budgets:

The next step of the advertising plan is to set the advertising budget for the delivery service. Four methods are used to set the budget for an advertising program, for example affordable budget, percentage of sales budget, competitive parity method, and objective, and task method. It should be pre-decided that how much of the amount should be spent on the advertising of services [ (Armstrong & Kotler, 2009) ]. Certain specific factors should be considered when setting the advertising budget. These factors include stage in product life cycle, market share, competition, and frequency of advertising. Setting the advertising strategy:

Setting advertising strategy is a very important step that should be taken by the company. The advertising strategy consists of mainly two elements e.g. creating...

References: Armstrong, G., & Kotler, P. (2009). Marketing: An introduction (9th ed.). Upper Saddle River,
NJ: Pearson Education, Inc.
Becker, R. (2010, October 16). Retrieved October 16, 2010, from Marketing Public Relations: Publicity On SM Steroids:
Kerin, R., Hartley, S., Berkowit, E., & Rudelius, W. (2009). Marketing (9th ed.). New York, NY: McGraw Hill.
Russell, M. (2009, June). Narrowcast Pricebook-Driven Persuasion. Retrieved October 16, 2010, from Academy Publisher:
The Communication Process. (2010). Retrieved October 16, 2010, from Manegerial Marketing:
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