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Q.How do I develop an advertising campaign?
A.To develop an effective advertising campaign you must first identify and define the market you will target (e.g. the "x" generation in the Southwest, and in particular Southern California) and what types of advertising media will help your company reach its targeted group. To do this you must first ask yourself: (a) what need does my product/service of fulfill? (b) What is the likely demand for my product/service? (c) Who is likely to demand my product/service? and (d) Who is my competition and what are their characteristics?
An effective advertising campaign will: (a) make your target market aware of your product/service; (b) identify why your target market needs your product/service; and (c) convince the target market that that your product/service is superior in quality or value.
Advertising mediums you should consider include: newspapers, magazines, radio, television, the Yellow Pages, direct mail, telemarketing, email, and banner advertising on the Internet. Should your company choose to set up a website to attract customers, keep in mind that it should complement, not take the place of, other marketing or advertising efforts.
If developing an advertising campaign or advertising program, pay attention the advertising laws and online advertising laws
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