The marketing manager must decide who to target, how to target them,
and how often/how much to target them. Understanding who will be
interested in the product's message is of primary importance because
that group's characteristics determines the rest of the marketing
strategy.
Once the desired target groups are identified, knowledge about them
must be obtained to determine which advertising vehicles will be most
effective in reaching them. Questions like what types of mass media
they consume and what types of activities they participate in the to
be answered so that the marketing manager can decide how to most
effectively advertise.
Finally, the marketing manager has to decide how much advertising must
be purchased. For items that are infrequently purchased, like cars,
the marketing manager may need to communicate frequently because
individuals are in the market for a car for only short periods of
time. The marketing manager does not want to miss anyone who is
shopping for a car, so he or she must advertise regularly. In
contrast, a laundry detergent may only need to be advertised at
irregular intervals because people purchase it frequently. Another
factor to be considered is the price elasticity of the item. If the
majority of a product's sales occur on promotion, then regular
promotions may be necessary to continue consumer purchases.
Sincerely,
Wonko |
