Directors' Briefings

Marketing Methods

Advertising strategy (MA 9)

Reaching out

Almost every business needs to promote itself in some way, reaching out to customers and potential customers.

For businesses with large numbers of target customers in well-defined market segments, advertising is often a cost-effective way of communicating with them.

This briefing covers:

Setting your promotional objectives and deciding whether to advertise.
Determining your promotional budget.
Deciding where and when to advertise.
Measuring the effectiveness of your advertising campaign.

Read full document (PDF)

Writing an advertisement (MA 10)

Understanding what works

A well written advertisement can dramatically improve the effectiveness of your advertising campaign.

While writing a great advertisement is an art, the key principles are easy to understand - helping you either to prepare your own advertisement or evaluate the work of an agency or copywriter working for you.