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Each demand should have a supply. The point of any advertising campaign, as a process, is to match them. In order to be able to do this it’s necessary to know the client’s target market.
The market has a heavy competition, which doesn’t leave you a chance for a mistake. It doesn’t matter how many similar products are on the market, each has advantages that are intrinsic only to it. Our task is to determine the uniqueness of the advertised product or service and precisely who might be interested in it.
Eliminating mistakes – this is the point of marketing research. An advertising campaign regardless of its scale entails expenses, and companies allocate these expenses in order to maintain profitability. These issues can’t be taken as insignificant.
The market should be researched. We must know everything, not only about a product that we plan to advertise, but also about companies offering competing products.
Working with focus groups helps not only craft an advertising strategy but also to define those mass media sources that could bring 100 % payback.
Only after the market research information has been gathered and analyzed can we move to the next step – development of advertising campaign concept.
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