Strategic Brand Management Process
The process of strategic brand management basically involves 4 steps: 1. Identifying and establishing brand positioning. Brand Positioning is defined as the act of designing the company’s offer and image […]
Naming and Importance of Brands
Naming of Brands A great name can play an important role for a brand. While the brand name isn’t a substitute for the reputation that comes with a good product […]
Measuring Advertising Effectiveness | Pretesting and Post Testing
The managerial responsibility in the area of advertising does not come to an end with the execution of an advertising programme. Any sound managerial effort is finally interested in goal […]
Media Buying
Media buy is the purchase of advertising from a media company such as a television station, newspaper, magazine, blog or website. It also entails the negotiation for price and placement […]
ABM/U2 Topic 1 Setting Media Objectives
How is a media plan developed? Media planning is a four-step process which consists of 1) Setting media objectives in light of marketing and advertising objectives, 2) Developing a media strategy […]
Advertising Budget
An advertising budget is the amount a company set aside for its promotional activities. Advertising budget is used by a company for marketing the products and services to the customers. Advertising […]
ABM/U1 Topic 4 Advertisement Planning and Strategy Making
Marketing Communications Planning Planning and strategy is pretty confusing terms and many times used interchangeably. However, the most significant difference between them are — planning is an internal problems and strategy is […]
DAGMAR and other Models
The DAGMAR approach of advertising was devised by Mr Russell Colley who was much appreciated for his work, as till date, DAGMAR is a concept used in advertising to set […]
Setting Advertisement Objectives
Before carrying out specific advertising strategies and implementing advertising campaigns, objectives must be set. Without clearly defining the aims of advertising, it will be hard to attain effective advertising. We […]
