The Job of Advertising
What part of the total marketing goal can we expect advertising to achieve? Since advertising is a communications tool, we must assign it a communications task. Its job is to deliver a message that is designed to stimulate specific consumer behavior. The message you want advertising to deliver must be specific. Keep in mind that at this stage you are defining what needs to be said, not how to say it—you‘re not trying to write a headline. With a specific communications task that can be performed by advertising, independent of other marketing efforts, you can measure your advertising‘s success.
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