1. Chapter = 6
Advertising Process

2. Wells Burnett says
“Advertising process refers to series of steps taken by advertiser to plan, design, execute and evaluate the advertising campaign.”

3. Steps involved in advertising process
Study of target customers
Study of marketing environment
Defining advertising objectives
Determining advertising budget
Selecting advertising appeal
Selecting advertising message
Selecting media, media-mix, media vehicle
Determining media scheduling
Designing advertising copy
Execution of advertisement
Evaluation of advertising effectiveness

4. Advertising strategy Determining advertising objectives
Determining ad budgets
Deigning and developing ad copy
Media planning and scheduling