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ADVERTISING STRATEGIES AND TACTICS IN PROMOTING ARIAL DETERGENT

CHAPTER ONE

INTRODUCTION

1.1     Background to the Study

Advertisement is one of the key elements for the development, expansion, and growth of industrial sector and ultimately for the economic development. Advertising campaigns are unavoidable by consumers in the 21st century. Researchers have studied and will continue to study the effects of advertising and its influence on attitudinal change, emotions, modification of lifestyle choices and its significant role in the consumption/ usage of goods and services (Akinrosoye, 2011) cited in (Horne, 2006).

Advertising, over the years has evolved into a powerful marketing tool in modern economics; advertising plays an important role in the growth of a business. Advertising is a persuasive non-personal communication about products, services, or ideas usually paid for by identified sponsors through the various mass media. Today, we are exposed to advertisement everywhere, whether in the bus, walking round the street, on the high ways, while travelling, in the newspapers and on radio and television, SMS advert receive on our mobile phones, email advert/marketing we get in our inbox and particularly when surfing the internet or playing game apps. 

Thus, advertising is one of the ingredients in sustaining business whether the company is dealing with products or services. The entire business of a commercial organization or company starts and ends with advertising. That is to say, the rise and fall of the profit of a company depends solely on the expenditure incurred by the advertiser.

However, advertising strategy and tactics might seem interchangeable, but they refer to distinct elements of an advertising campaign. A strategy is a campaign’s overarching plan, and the tactics are the specific means advertisers employ to meet the campaign’s goal (Stan, 2013).  Also, advertising strategy is a plan to reach and persuade a customer to buy a product or a service (Inc, n.d).           

Hitesh (2021) writes that advertising strategy can be defined as a step by step plan to reach your customers and to convince them to buy your products. A well-planned advertising strategy not only conveys the benefits of your product but will also persuade your customers to choose your product over the outcomes of your competitors.

According to Hitesh (2021), there are six (6) steps to create advertising strategies adding that creating an advertising strategy is a creative process. The first step is to determine the purpose of advertising, the second and even a crucial step in creating an effective advertising strategy is to determine the audience that you want to target using your advertising strategy i.e knowing the audience that you want to focus on makes your advertising strategy more effective.

The next important step is to determine the budget for your advertising campaign. Once product and target audience is determined, the next step that you are required to take is to choose the medium that you want to use to reach your audience. There are many advertising media such as print media (Newspapers, magazines, pamphlets, posters, banners, etc.), digital media (website advertising, social media advertising, world wide web, email advertising, youtube ads, Television ads.), direct mails, outdoor advertising ( billboards, advertising on public transportation like public buses and cabs) and radio advertising etc

The next step is to implement advertising strategy as planned. The implementation of advertising strategies is referred to as an advertising campaign. The last step is to measure the effectiveness of advertising strategy. Whether the advertising strategy was successful or not will depend on the return on investment that you get by the implementation of an advertising strategy.

On the other hand, advertising tactics are a series or set of strategic methods or actions aimed at promoting a business’ goods or services. The aim is to maximize sales and maintain a competitive good or service. Advertising or marketing tactics are the strategic actions that direct the promotion of a product or service to influence specific marketing goals (Market Business News, n.d). Marketing tactics include a wide range of strategies and actions that marketing executives take, such as distributing or launching promotional products, sending emails, and communicating through social media platforms. TV and radio advertising, targeted articles, and setting up club and association memberships are also types of marketing tactics.

Kristen (2021) offers some advertising tactics can be used for product. The tactics include but not limited to offering loyal customers an exclusive preview, use a special introductory offer, make use of Google My Business, run a social media contest, spread the word via email, write a blog post, share customer reviews, post on social media and 

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