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attention but also create brand image and generate sales. (Queensland Gov- ernment, 2016). At the same time, the creative specialists must recognize that the goal of advertising is to assist in selling the product or service and good advertising must communicate in a manner that helps the client achieve this goal. (George E. 2003, 274) Table 1.2 Deciding your advertising objectives • Right products - which people would buy if they knew about them • Right people - to whom your product is of interest • Right media - which reach these people effectively • Right message - which conveys your product’s benefits • Right timing - when potential customers are likely to buy. • Right budget - so you do not spend too much or too little • Right distribution- with your goods available for purchase. (Martin P. Davis. 1997, 23) 2.4 The Past and Present: choosing media At this point, your job is to assess each medium’s effectiveness in relation to your purposes before you spend a penny. (Jeanette S. 1994, 67). For 75 years, choosing media to deliver advertising messages has been a fairly sim- ple and straightforward process. Advertisers would work with their advertising agencies to develop messages for their brands. The last decade had been one of unprecedented change in media options and applications. (Thomas C, 2011, 458). The most suitable advertising option for your business will depend 14PDF Image | YouTube as an advertising platform
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