Volume : I, Issue : II, July - 2012

FCB model of Advertising Strategy

Prof. Arvind Rathod

Abstract :

Advertising is a form of promotion, and, as one of the four pillars of marketing (along with product, place, and price), promotion encompasses the variety of techniques an advertiser uses to communicate with current and potential consumers. The type of promotional effort employed by the firm depends on several things. Advertisers create ads with a variety of objectives in mind from getting people to sample a product, to donate money for an environmental cause. Advertisements work because they make an effective appeal to some need or desire in the people who view, read or listen to them. Once the advertising objectives and appeals have been decided, the creative advertising team must decide how to present the product so that the message will have the maximum impact on the target market. Advertisers are constantly trying to define how advertising works, and from advertising models reviewed in this paper; they often try to pick meaningful communications objectives. This paper reviews the current and past literature of advertising models; several different models will be examined in greater detail with an empirical comparison using advertisements.

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Prof. Arvind Rathod FCB model of Advertising Strategy International Journal of Scientific Research, Vol.I, Issue.II July 2012

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