Following are the steps that are required to be followed for
development and execution of advertising :-
1.
Briefing - Advertising process starts with briefing - a
document confirming understanding between client and advertising agency on -
what product to advertise, objective of advertising, time-frame of ad campaign, strategies to reach the audience, and
total estimated cost.
2.
Market Research - After briefing market research will done.
Research include - comparison of advertiser's product or service with
competitor's product or service, consumers' perception of their brand in
comparison to their competitors, study of competitors' advertising, and
response of consumers to competitors' advertising.
3.
Identify Target Audience - Next step is to identify target audience.
Using the market research, the advertising agency will identify the target
audience.
4.
Media Selection - Using the research, the advertising agency
or the media agency will select the media that should be used to reach the
target audience in the most cost effective way.
5.
Ad Designing & Ad Creation - At this step the creative people of
advertising agency will convert the advertising communication into words and
pictures. The copywriterwill write the copy of advertising and the
art director will visually implement thecopywriter's message.The advertising
agency may get the filming or taping done by outside production companies.
6.
Decide Place & Time - This step is to decide where and when the
advertisement will be shown. Traffic department within the advertising agency
will ensure that the commercials are ready on time and all required legal
approvals have been granted.
7.
Execution - Finally the advertisement will be executed.
8.
Performance Check - Once the advertisement is executed, the
media agency will check its performance.
Following the above
steps the client or marketer can effectively communicate its marketing messages
with its target audience