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BUSINESS Encyclopedia of Small Business, Third Edition
Often it is useful to compose a consumer profile to give the abstract idea of a ‘‘target consumer’’ a face and a personality Advertising Budget ENCYCLOPEDIA OF SMALL BUSINESS 17
that can then be used to shape the advertising message. 2. What media type will be most useful in reaching the target consumer?
3. What is required to get the target consumer to purchase the product? Does the product lend itself to rational or emotional appeals? Which appeals are most likely to persuade the target consumer?
4. What is the relationship between advertising expenditures and the impact of advertising campaigns on product or service purchases? In other words, how much profit is likely to be earned for each dollar spent on advertising? Answering these questions will help to define the
market conditions that are anticipated and identify specific goals the company wishes to reach with an advertising campaign. Once this analysis of the market situation
is complete, a business must decide how best to budget for the task and how best to allocate budgeted funds
978-0-7876-9112-7
NONE
Elektronik/Digital
Inggris
Thomson Gale
1963
United States of America
1230p
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