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Advertising Strategy In A Competitive Business Environment.
[A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC IBADAN PLANT]
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1.8 DEFINITION OF TERMS
There are carbons concepts in advertising which only understand professionals in the field of work. This to make this research work easy understood, the concepts are explained below:-
1. Theme:- The part of an advertising message that is repeated throughout the Campaign.
2. Platform:- Advertising platform is the issue and product benefit that a market wishes to convey in an advertising message.
3. Target audience:- This is the specific audience to which advertising message is aimed.
4. Advertising copy:- Refers to the words and picture or illustrations that make up the advertisement and the way they are kid out to create total impression.
5. Reach:- The percentage of total prospects that are exposed to a specific advertisement in a specific period.
6. Frequency:- The average number of time that the average prospects will be expose to a specific period.
7. Readership:- The percentage of recall in a specific advertisement or editorial item in a given issue if publication.
8. Advertising medium:- This is the channel through which the advertising message are delivered to the target audience.
9. Competition:- This can be defined as “the action of endeavoring to gain what another endeavors to gains at the same time†it explain, it further as the striving of two or more for the same objectâ€.
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