The Job of Advertising

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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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