As a marketing professional, you may be approached by a company that makes vacuum cleaners, with a request for you to designing an advertising campaign to market the vacuum cleaners. Faced with such a task, there are four critical decisions you have to make.
Firstly, you have to make a decision on which specific advertising media you will be advising the client in question to use. This will, of course, depend on the audience that your client (the vacuum cleaner maker) will be trying to reach. It will also depend on the model through which your client will be actually selling the vacuum cleaners. Like if, for instance, the client will be selling the vacuum cleaners mostly through brick and mortar stores, it would perhaps be a good idea to use traditional mainstream media – such as radio, TV and print newspaper ads. Conversely, if the vacuum cleaners are to be sold online, then online advertising would probably make more sense. That is like where the manufacturer can market the machines on websites like http://www.bestvacuumcleanersonthemarket.com/ which are frequented by people seeking to buy vacuum cleaners online.
Secondly, you have to make a decision as to what market segments to target. If, for instance, your client is trying to sell a model of the best handheld vacuum cleaner, then you may be inclined to target the high-end market, which is often willing to pay more for a quality product. That is the same market segment you’d target if, for instance, you were selling a high-end Toyota vehicle model.
Thirdly, you have to make a decision as to what targets (in terms of tangible results) to aim for, in the marketing campaign.
Fourthly, you have to make a decision on the parameters through which the effectiveness of your advertising campaign is to be gauged. This is critical, as many business scholars from various reputable schools (including Columbia University) have averred in various peer-reviewed scholarly articles on the subject.